HubSpot has compiled 101 marketing charts and graphs based on original research and data from a variety of sources, including analysis of their own pool of 3,500 business customers, surveys with hundreds of businesses responding, analysis of the data in their free tools like Website Grader, Twitter Grader and Facebook Grader. A lot of it will likely serve to reinforce what you’ve probably felt in your gut for a long time if you study this stuff. Give it a quick flip through and nod along. There are even a few mind grenades in there at the end if you read between the lines (i.e. it’s important to engage the real time web, and when you do, experiment a lot, fail fast, measure, learn fast and stay agile).
101 Marketing Charts and Graphs
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- People share videos more than pictures, but they engage more with pictures than video
- Data confirms that people read blogs most for insight, analysis and answers to their questions – and that’s a big reason why they are effective in-bound marketing tools. People also link to blogs most that provide this type of information.
- Giveaways and reviews get the most blog comments (although it’s not clear whether engagement with giveaways is really beneficial to brands – the data is probably skewed by the fact that there are lots of “leave a comment to enter” types of giveaways on blogs these days).
- Writing simply is better across the board – the more academic and sophisticated your writing, the fewer people engage and spend time with the content. Sad, but true.
- Most people read in the morning, between 10am and 11am. They also tend to share and comment on content more in the mornings, before 8am.
- Paid and email still beats social media when it comes to conversion rates.
- Offering on-demand content, like downloadable kits, research and white papers and webinars converts well when it comes to lead generation, especially when you explicitly state that they are free, and you give people the option to opt-out of being contacted, don’t ask them their age, and you limit the number of fields they need to fill out to an absolute minimum.
- Inbound marketing is more effective, and about 60% cheaper on average than outbound (traditional) marketing. Companies are recognizing this and switching their focus and adjusting their budgets towards inbound.
- Frequency of blogging makes a difference (most noticeable difference between blogging daily, and blogging 2-3 times a week) Most companies blog weekly.
- The most “liked” Facebook pages relate to entertainment and media.
- Videos are shared more on Facebook than on Twitter.
- Most sharing on Facebook occurs on Saturday and Sunday.
- Blogging enhances social media success significantly (presumably because people need content to share and engage) and small businesses and B2Bs benefit the most from a blogging + social media strategy.
- Blogging doubles the number of inbound links to a company’s website, and increases visitors to the site by over 50% on average.
- Twitter drives leads for B2C customers.
- SEO still matters A LOT for lead generation (obvious).
- Twitter’s had sharp, negative growth since the beginning of 2009.
- Experts agree that Google and Facebook are the most valuable places to invest marketing dollars into right now, but many agree that there’s a big shift about to happen (I wouldn’t read too much into this ;-)). SEO and social media marketing are still king today.
- Mobile video and demographic advertising, geo-location, curation, real time seach and “the right time” web are the top trends for 2011.
- Companies that did not invest in “real time” web did far worse (via stock price % change) than those that do. On average of companies surveyed, those that that invested in real time web engagement saw an increase in stock price over the last year. I thought that was pretty interesting – might be worth a blog post or three.
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Paid and email still beats social media when it comes to conversion rates. For now, but I can see this changing very significantly as Social Media platforms continue to look for ways to generate income.
Blogging doubles the number of inbound links to a company’s website, and increases visitors to the site by over 50% on average. This is great news for all Bloggers and those developing a Blog, BUT no big shock! So many websites look sad in comparison and NEVER change!
Many companies still spend a fortune calling their “web designer” when it comes to the slightest change of content or a website update. To update a Blog is so simple and, most importantly, cost effective; whether a company designates a suitable staff member or asks their “Blog buddy” to spend 15 minutes on some minor adjustments, it is an easy task.
For the sceptics out there, Social Media needs to continue to make it obvious that Web 2.0 IS different and more user friendly and most importantly in these tough financial times, that it IS (or can be) VERY cost effective.
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