Online marketing can be a complex subject. Many executives and business owners see the value in a dedicated online marketing strategy, but aren’t sure where to focus their time and energy in order to see a return on their investment. On the flip side, some decision-makers still aren’t convinced that online marketing is as valuable as marketers say it is. Either way, they play it safe by focusing on offline methods, or viewing their online initiatives as a separate campaign altogether, and continue to be disappointed. However, when looking at the data it’s hard to deny that online marketing is an effective way to increase brand awareness, attract high-quality leads, and improve sales. Don’t believe us? Check out these stats:
- 81% of shoppers conduct online research before making big purchases.
The way people are shopping now is way different than even a few years ago. Thanks to the internet, all the information consumers want to know about a business or product is right at their fingertips, without ever having to connect with a sales rep. That means your online presence is more important than ever. Publishing informative content, regularly sharing and engaging across online platforms, and responding quickly to complaints and reviews can all impact how a potential customer sees your business – and whether or not they’ll eventually purchase from you.
- The first position on Google’s search results on desktop has a 34.36% click-through rate and the first position on Google’s search results on mobile has a 31.35% click-through rate.
For those that are unfamiliar with search engine optimization or think it’s unimportant, these stats showcase exactly why investing in a long-term SEO strategy is important and beneficial for driving leads and sales for your business. Brand awareness is key, and if you’re not showing up on search engines for the most important phrases in your audience’s buying journey, you’re missing the people who want exactly what your business can offer.
- More Google searches take place on mobile devices than on computers in 10 countries, including the U.S.
It’s hard to deny the impact of mobile in today’s world. People are using their phones to search more than ever while on the go, and mobile users have little tolerance for slow and hard-to-navigate websites. A mobile friendly experience means visitors are more likely to engage with your business, purchase your products, and return to your site at a later time. If your company isn’t optimizing websites and content for mobile, you’re going to be left in the dust.
- 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
As we mentioned before, consumers are savvier than ever, and they’re turning to the internet to help them make informed decisions long before they ever connect with your business. That’s why having helpful, engaging content for all stages of the buyer’s journey on your site is so important. Companies that published 16 or more blog posts per month got about 4.5X more leads than companies that published 4 or less blog posts per month, according to Hubspot. If you are a product manufacturer and you’re looking to expand your fleet of retailers, you need to build a relationship with potential retailers by providing answers to their questions on your website. You also need to create interest and demand by the end consumer. What do they want to know? What information will help them make decisions on the types of products they’re buying ? How will you spark a passionate customer base so that retailers can’t afford to not carry your products? Answer those questions with content to drive them through the buyer’s journey. If you’re not providing the answers to your target audience’s questions and concerns online, they’ll turn to the competitor who is.
- 74% of people say they use Facebook for professional purposes.
Too many executives and business owners still think social media is a fad and a waste of time and resources. We beg to differ. With 1.32 billion daily active users, Facebook can be a powerful way to connect with your customers. Page tagging instantly connects with collaborators and other brands. Ad targeting allows you to reach specific groups of Facebook users who may be interested in your product. Live video allows you to show off a cool new product in real time. These are just a few of Facebook’s capabilities, and the possibilities are endless! It’s 2017, which means it’s time to utilize Facebook and other platforms to their full potential.
- Pinterest users (aka: “Pinners”) spend 50% more on average compared to other social channels.
When it comes to social media, it’s important to know where your customers are spending their time and what they’re using each channel for. While many businesses and marketers don’t think about Pinterest as a viable marketing tool, the stats show just the opposite. 87% of Pinners have purchased a product because of Pinterest, and 72% of Pinners use Pinterest to decide what to buy offline. With more than 1 billion Pinterest boards, Pinterest is a worthwhile channel to consider for your brand. If you’re not already using Pinterest, perhaps it’s time to revamp your strategy.
- By spending six hours per week, 66% of marketers see lead generation benefits with social media.
Consistency is key when it comes to social media. Unfortunately, busy schedules and other responsibilities cause many business owners and marketers to get in the habit of posting only occasionally and then letting it fall to the back burner until they have time to tackle it again. This is where social media management tools, like Hootsuite or Tweetdeck, can be incredibly beneficial for businesses. They allow you to schedule posts throughout the month, without having to visit multiple platforms and post on a daily basis. An online marketing agency, like E-Power, can also help manage and grow your social media platforms. A solid social strategy, consistency, and dedication on social media platforms can go long way to improving your online presence and your business, and this statistic proves it.
- Visual content is 40X more likely to get shared on social media than other types of content.
The old adage “A picture is worth 1,000 words” rings true in the online marketing world time and time again. In the world of viral content, shares, and retweets, visuals are SO important. Appealing images, gifs, infographics, and videos are what gets people to stop scrolling and actually pay attention to what you have to say. Visuals also help consumers remember and retain more details about products than text does. If you’re creating and sharing text post after text post, your strategy may benefit from some quality visual content.
- When it comes to paid social media ads, the majority use Facebook ads (84%), followed by Google ads (41%) and LinkedIn ads (18%).
Online advertising has come a long way from annoying, disruptive pop up ads that people often think of. Many marketers and businesses are seeing great results by sending targeted ads to reach their ideal audience on various platforms. There are lots of online advertising opportunities available, and allocating your advertising budget to online channels can help you cut through the noise online, increase your ROI and drive better, more measurable results than traditional advertising channels.
- Only 16% of marketers say outbound practices provide the highest quality leads for sales.
There’s a reason so many marketers have upgraded their marketing strategies to include online and inbound methods. If your outbound marketing methods – such as trade shows, purchased lists, and cold calling – aren’t working as well as they used to for your business, it may be time to try something new. While those methods still have their place in a larger marketing strategy, inbound marketing can help attract more high quality leads and improve sales for your business.
At E-Power Marketing, we’ve seen first-hand the value of a solid online marketing strategy and how it has benefited our clients. We want your business to see the same success! If you’re feeling overwhelmed with your online marketing or just need some advice, check out our free resources to see how we can help!
*Unless otherwise noted, these online marketing statistics came from our friends at Hubspot
