Six Surprising B2B Marketing Statistics
Making strategic marketing choices gets complicated. Sometimes you need some reinforcement that you’re on the right track. B2B marketing statistics can shed light on everything from blogging to social media usage. Here are six surprising statistics from various areas of B2B marketing—and why they matter:
- Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing) It often feels very difficult to generate leads using social media, since it can be a casual environment and many users follow companies without ever interacting with them. But there’s a far greater chance that your social media leads will convert than that someone will respond to a print ad or other traditional methods. Even when it feels like social media is not making powerful connections, people seem to be listening.
- Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Demand Metric) Yet another reason why you should focus on techniques other than traditional outbound marketing—it’s not especially cost-effective. Most marketers would be willing to pay good money to triple their amount of leads. Being able to do it and save money at the same time almost sounds too good to be true. If you haven’t been focusing on content marketing, this is your reason to start.
- Blogs give websites 434% more indexed pages and 97% more indexed links (Hubspot). One of the best ways to generate marketing content is through blogging. As it turns out, blogging is also a potential SEO powerhouse. The more indexed pages and links a website has, the greater opportunity it has to rank on the first page of Google. Having a large number of pages conveys authority – it positions your page as an important source of information. The increased pages generated by blogging have the power to boost traffic.
- The average visitor spends only 10 seconds on your homepage before leaving if they don’t immediately connect with your marketing messages. (Microsoft Research) You have a limited amount of time to make an impact on visitors to your website. Whatever the crucial message of your marketing is, it needs to come across clearly and quickly; otherwise people will just click away. Let this inform your homepage design and layout—optimize for comprehension of and connection with your message. Don’t bury the lede, because most visitors won’t take the time to find it. Draw them in with a strong, powerful message.
- 55% of buyers will eliminate a vendor from consideration if contact information and a phone number are not easy to find on the vendor’s website. (Content Marketing Institute) This is incredibly simple, yet many companies overlook it. Easy-to-access contact information makes a company seem trustworthy—if it’s too hard to find, customers may feel like you don’t actually want them to contact you. Having a “Contact Us” page or information in your site menu will make it clear to customers how they can get a hold of you. Better yet, embed this information at the top of each page.
- Online articles and blog posts with images get over 94% more views than those without an image. (Optimind) This is another simple thing that has a powerful impact. Lots of research has shown that people’s eyes are drawn to images—clearly, this impacts click rate as well as the amount of time people spend on the article itself. Including just one compelling image in your blog posts or other website content could significantly increase the number of people who read it.
These B2B marketing statistics are more than just numbers. They’re inspiration for marketing solutions and reminders of best practices. Use this data to inform your marketing, and you’ll be well on your way to a better marketing performance.