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10 Interesting Digital Marketing Stats to Ring in 2018

21 Dec


1. 84% of millennial B2B decision-makers regard their mobile device as a critical tool – and 76% of older B2B buyers agree.

Google has already declared mobile to be mandatory for search—as of 2018, the tech giant’s mobile-first index will view sites through the eyes of the mobile user, and will rank them accordingly. Bottom line: if your mobile and desktop sites differ greatly, you could suffer a penalty on your desktop Search Engine Results Page.

2. 64% of senior employees make the final decision on B2B purchases – but 81% of non-senior employees influence their choices.

Traditional B2B marketing strategies might need to rethink their target audience when it comes to who the influencers are. Senior-level managers are looking to the younger generation when considering B2B buying decisions—and the majority of those influencers are non-C-Suite employees.

3. In the B2B marketing space, LinkedIn is the most effective social media platform.

While it’s true 94% of B2B marketers use LinkedIn, more than 66% regard the platform as the most effective social media tool in the B2B marketing space.

4. Instagram has the highest social media interaction rate.

At 22.53 interactions per 1000 followers, Instagram takes the lead in social media engagement. Facebook pulls up second place at 5.99, with LinkedIn following behind at 1.09. Twitter comes in at 0.86.

5. For 85% of B2B marketers, quality content and a commitment to metrics is critical.

The majority of B2B marketers regard content quality and efficiency as top priorities for their digital marketing campaigns, and nearly half consider metrics and optimization to be crucial for success.

6. Millennials make up more than half of B2B researchers.

In just the last few years, millennials have been part of a major shift in the B2B researcher demographic. In 2012, B2B researchers were pretty evenly distributed across all age groups. Over two years, a dramatic shift took place: 18 to 34-year-olds made up more than half of all researchers, amounting to an increase of 70%. And the number just keeps rising.

7. Instagram is one of the fastest growing social media platforms.

With more than 300 million daily Instagrammers—80% under age 35—B2B brands could be missing out. Just 33% of B2B brands have an Instagram presence.

Considering joining? You’d be in good company. Instagram has more than doubled its users to more than 700 million monthly actives in just two years, and its growth rate is skyrocketing. From December 2016 to April 2017, in just four months, its user base grew another 100 million followers. Take a look at these stats:

October 6, 2010 – Instagram Launch

February 26, 2013 – 100 million users acquired over 28 months

March 25, 2014 – 200 million over 13 months

December 10, 2014 – 300 million over 9 months

September 22, 2015 – 400 million over 9 months

June 21, 2016 – 500 million over 9 months

December 15, 2016 – 600 million over 6 months

April 26, 2017 – 700 million over 4 months

How do these numbers compare to other social platforms? Instagram has more than twice the user base of Twitter, and it’s fast headed for the billion-user club alongside the likes of Facebook (1.8 billion), WhatsApp, and Messenger (combined 1.2 billion).

8. 89% of marketers use content marketing as their strategy, and 62% report that it’s more successful than just one year ago.

More than half of marketers regard effective distribution as the reason for their success, with 93% of B2B marketers using email as their primary distribution channel. With 54% of all emails accessed via mobile device, it’s easy to see how mobile content optimization will be critical in 2018.

9. 71% of B2B researchers begin searching Google with generic search terms.

That’s right—in today’s competitive marketplace, ranking for certain keywords has never been more difficult.

So how are searchers getting to your site? According to Google Think, they are looking for a product first—not for your brand—and generic paid search is huge when it comes to the initial path to purchase for industrial/business brands.

What does this mean for your business? In short, it means that your potential customers are reaching your brand much later in their journey, so you have to be prepared to present value to them earlier in the process—well before the initial contact and sale. Bidding on your brand terms is no longer enough, as decision making is taking place prior to brand awareness. If you pinpoint where you might be part of the conversation early on and throughout the search process, you’ll be in a better position to make a connection that turns into a sale.

10. Just 50% of B2B organizations have a responsive website.

What does this mean for your business? A new year is fast approaching and making an investment in your site’s responsiveness could give you a competitive edge in the market. Check out our latest blog on digital marketing trends for 2018 here.

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Why LinkedIn is Better for Marketing at Scale

9 Nov


When it’s time to target your prospects at scale, there is arguably no better platform than LinkedIn. It is well-known that LinkedIn is the best platform for targeting professionals in general, however, there is not a great deal of talk around the scale that LinkedIn provides.

Part of the reason that LinkedIn does not get the attention that it should is due to the convenience of its scaled applications. It is not easy to market at scale with LinkedIn. For instance, if you are trying to reach 1000 CFOs, you cannot simply type “CFO” into the search engine and spam away. You have to incorporate some detailed techniques in order to take full advantage of the features that LinkedIn has to offer.

First of all, job title targeting is perhaps the most inefficient way to market at scale on LinkedIn. It is the most used tactic, which means that marketing this way will increase competition and bring you higher CPC rates. Job title targeting is best used for precise marketing efforts, and this is exactly what scale is not.

If you are looking to market at scale, then you need to start with the Job Function search on LinkedIn. This is the search that will create the largest audience for you, although you will need to streamline and focus this audience in subsequent steps. For instance, if you are looking for digital marketers, you would need to drill down into the Job Function of “marketing.” Leaving your research at this step will potentially show your ad to many unqualified prospects, ballooning your costs with no results. 

You may want to cross-reference your Job Function search with a Group Search. The majority of professionals who fill out profiles on LinkedIn do not join any groups. However, those who do are extremely interested in the topic. With these names in tow, you will have your core audience. People who join LinkedIn groups are also usually the most active individuals on the site. You are beginning to drill down into your audience list and find the people who are the most relevant to your marketing efforts.

If you find that Job Function targeting does not give you a good cross-reference after drilling down into groups, you may reverse course and try a Skills targeting campaign. These audiences are large and self-selected, which may actually benefit your campaign in the long run. The stated job title of an individual may not always coincide with the responsibilities of that individual in a company. Using Skills as your target, you will identify people from their real position in the company, not just their job title.

Ideally, you are looking for an audience between 25,000 and 50,000 people. LinkedIn tells companies to go with an audience greater than 300,000, but most case studies have determined that this is too large. Consider also that LinkedIn has a bona fide interest in seeing you advertise to as many people as possible. With a max audience of 50,000 people, you can more easily track the results of your campaign. You will also be able to more easily break up this audience into smaller buyer profiles.


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