Statistics to Influence Your New Digital Marketing Strategy
You’ve got a New and Improved Marketing Plan!
New Year’s Day you’re rolling out a Fresh and Innovative Digital Marketing Strategy!
Your team has a copy of the plan in hand. You Did It!
Right? No?
Not everyone shouts from the roof in bold print and exclamation points about their digital marketing plans, but if you want to grow your business you need to be giving your digital marketing strategy some serious thought and planning. It’s time to dig into your analytics and reports to figure out how to split up your marketing budget between traditional and online marketing for next year. Ask yourself:
- What worked in 2015?
- What was a bust?
- What are your peers and competitors doing to succeed where you failed?
- What digital marketing tactics are going to improve your digital marketing strategy?
There are a lot of online avenues leading prospects and customers to your business and strategizing for the twists and turns of the buyer’s journey can be a challenge. You’ll get the best ROI by spending more budget where your target audience hangs out and where you competitors are having the most success. As new technologies and search methods change how customers find you, so must the tools and tactics you use to give them the information they want, the way they want it.
Here are eye-opening digital marketing statistics to help inspire and guide a new digital marketing strategy that helps you reach new customers and encourage lead-converting action online.
SEO (Search Engine Optimization) and SEM (Search Engine Marketing)
1. Online search engines are now a more trusted source for general news and information (64 percent) than traditional media (62 percent). —2015 Edelman Trust Barometer
2. Changing algorithms topped the list of challenges marketers face when it comes to SEO, with budget constraints and keyword management second and third respectively. — Ascend2 2015 Search Engine Optimization Survey
3. Search results enhanced with rich media such as star reviews and author images appearing farther down the page outperform standard links in position one. In this study the target site received, on average, 61% of clicks when enhanced with rich media in position 2 compared to 48% of clicks to a non-rich media result in position 1, a lift of 13%. — Blue Nile 2015 Research Study
4. Buyers need thorough contact information to make informed purchasing decisions. Survey data shows that a lack of thorough contact information will cause buyers to leave a website as well as reduce the vendor’s credibility in the eye of the buyer. – 2015 B2B Web Usability Report
Video Marketing
5. Four times as many online consumers would rather watch a video about a product than read about it. Additionally, 80 percent of them consider product videos to be important in the purchasing process. – 2015 Animoto Online and Social Video Marketing Study
6. Whereas only 14 percent of consumers remember the last display ad they’ve seen, 80 percent can recall the video ads they’ve watched online in the last week. – Digital Content Next
7. Nearly half of today’s marketers believe video is their most effective form of content while also being the most difficult to create. – Ascend2 Content Marketing Trends Survey
8. Customer testimonials (51 percent), tutorial videos (50 percent) and demonstration videos (49 percent) have been the most effective types of video marketing tactics for which marketers are seeing positive results. – Ascend2 Content Marketing Trends Survey
Reputation Marketing
9. A recent local consumer review survey found:
- 92% of consumers now read online reviews (vs. 88% in 2014)
- 40% of consumers form an opinion by reading just 1-3 reviews (vs. 29% in 2014)
- Star rating is #1 factor used by consumers to judge a business
- 44% say a review must be written within 1 month to be relevant
- Only 13% of consumers consider using a business that has a 1 or 2 star rating
- 68% say positive reviews make them trust a local business more (vs. 72% in 2014)
- Consumers are becoming more concerned about fake reviews — BrightLocal 2015 Local Consumer Review Survey
10. Half of small businesses have seen listings for their business that are not accurate and 49% never update their local listing. –Constant Contact
11. 50% of potential sales are lost because consumers can’t find information they are looking for. – Online Marketing Institute
12. 90% said that positive online reviews influenced their buying decision and 86% of these respondents said that negative reviews also influenced their buying decision. Of surveyed respondents who shared a negative experience online, 45% posted their comments on social media while 35% posted on a review site. When the surveyed group was segmented, an astounding 100% of the participants who earn more than $150K or more a year said they shared their negative customer service experience with others. –ZenDesk Study
13. A business with 1-5 reviews and 10 photos sees 200% more user views than a business with the same number of reviews and zero photos.
Yelp Rating distribution for reviews as of September 2015:
- 5 Stars: 43%
- 4 Stars: 24%
- 3 Stars: 11%
- 2 Stars: 8%
- 1 Star: 14% — Yelp Factsheet
14. 82% of users visit review sites because they intend to buy a product or service. 89% of those users make a purchase within a week:
- 7% within an hour
- 28% within a day
- 39% within a few days
- 15% within a week
- 9% within a month –Nielsen
Content Marketing
15. According to the 2015 Content Marketing Benchmark Report:
- 70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58%) and those without any type of strategy (56%).
- Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to
- 62% this year).
- 58% of marketers use search engine marketing, making it the paid method used most often to
- promote/distribute content (they also say it’s the most effective paid method).
- Content marketing now makes up 31 percent of our respondents’ marketing budget. – Content Marketing Institute 2015 Content Marketing Benchmarking Report
16. By 2017, content marketing and native ad budgets will grow 59 percent and 46 percent respectively; potentially outpacing search and social budgets. –PulsePoint and Digiday 2015 Report
17. 91.4 percent of all marketers use customer data in their content marketing strategy. – Content Marketing Association 2015 Industry Report #2
18. More than three-quarters of today’s mobile marketing campaigns employ location targeting, with the ads also focusing on user’s search behavior and interests. — xAd 2015 Global Location Snapshot
19. According to results from the “Marketing Automation Strategy Survey,” 65 percent of marketers believe that marketing automation is “very important” to the overall success of campaigns, however, a lack of in-house expertise looms as their most challenging obstacle to overcome. –Ascend2 Marketing Automation Strategy Survey
A lot of information to take in but the important thing to remember here is you have to plan to succeed. Reach as much of your target audience as possible. Optimize for search and social, monitor engagement, and make improvements as needed. When you commit to a quality across the board – product, customer service, customer experience, content – and allocate digital marketing spending across channels appropriately, you can’t fail.
Automating your marketing needs to be a priority if you want to ramp up your business in the coming year. Marketing automation tools like Infusionsoft (which integrates with Reputation Loop) and LeadSquared allow you to automate repetitive task. Now you can simplify managing the complexities of executing effective marketing efforts for your small business. This allows you to reduce human error while also measuring and optimizing your marketing efforts as you get organized, create marketing campaigns and funnels, and supercharge your email marketing.
Reputation Loop has an arsenal of powerful Reputation Marketing and Management features that build a 5-Star online presence by allowing you to:
Manage your online business listings to establish accurate directory listings and name, address, and phone number (NAP) across the leading sites, maps and apps so your business is found everywhere your customers are looking.
Initiate the automated feedback loop to easily to reach out and follow up with recent customers to gather feedback and encourage reviews.
Use intelligent review routing to filter and follow up with customers who leave positive feedback – directing them to your choice of rating and review sites while capturing potentially negative feedback promptly.
Monitor your reputation by finding customer feedback and online reviews and instantly adding them to the feedback dashboard that shows your overall feedback score and online ratings average, and notifies you of new ratings or reviews.
Filter customers to quickly segment customers by feedback star rating and send them special offers or notifications to reward your best customers and improve customer relations.
Promote your brand by sharing feedback and reviews on all your major social media accounts.
Don’t know what business information is showing when search engines and customers are looking at your business online? Use a free tool like the Local Score grader below that will search the most important business listings and customer review sites to let you know where your business’s online presence is shining bright and where you can implement a plan for improvements in 2016.
What’s Your Local Score?
Enter any business name and zip code and see how you show up on directories.
About The Author
Zach Anderson is the co-founder of Reputation Loop (helping small businesses grow by generating customer feedback and online reviews) who loves online marketing and golf.
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