Tag Archives: Blogs

Inbound Marketing Lead Conversion

6 Mar


Inbound Channels Convert Leads into CustomersSocial Media and Blogs Generate Real Customers. The use of social media and company blogs as marketing tools not only gets your company better brand exposure, but it also generates leads that result in real customer acquisition.

  • 57% of those using company blogs have acquired a customer from a blog-generated lead
  • Similarly, 57% of companies using LinkedIn have acquired a customer from that channel
  • Facebook and Twitter users reported customer acquisition rates of 48% and 42%, respectively

A deeper dive into the customer acquisition results shows how the effectiveness of blogs, Twitter, Facebook and LinkedIn varies by industry. The major takeaways from this data include:

  • Blogging was most effective in Higher Education, Professional Services & Consulting, Software & Biotech, Communications & Media and Retail. All of those industries had over 50% of respondents indicating customer acquisition through their blog.
  • Twitter was highly effective in the Retail industry.
  • Facebook most frequently generated customers for Retail (80%) and Higher Education (72%).
  • LinkedIn was most effective for businesses in Communications & Media, Banking/Insurance/Financial Services, Manufacturing, and Professional Services & Consulting.

Company Blogs, YouTube, Facebook and Twitter Increasingly Valued by Businesses

The results of both the 2009 and 2011 studies reveal that certain channels are gaining importance over time. The graph below shows the percentage of users who rated the channel as either ―critical‖ or ―important‖ in 2009 and 2011.The results of this comparison show:

  • Company blogs are increasingly valued. The blog is the channel most frequently reported as critical or important, both in 2009 and 2011.
  • YouTube, Facebook, and Twitter are also increasingly important. Facebook and Twitter gained an additional 18%, and YouTube gained 20%.
  • Flickr, Digg, StumbleUpon, and MySpace had reduced importance.

Small Companies Continue to Spend More of Their Budgets on Inbound Marketing

In a continuation of a trend identified in previous reports, small businesses are attempting to level the playing field by focusing on lower-cost inbound lead generation techniques.

  • In 2011, small businesses (1 to 5 employees) plan to spend 49% of their lead generation budgets on inbound marketing.
  • In comparison, medium-to-large businesses (50 or more employees) only plan to spend 36% of their lead generation budgets on inbound marketing.
  • Small business are only giving 10% of their budget to outbound, while medium-to-large business are allocating 28% of their budget to outbound channels.
  • Small businesses plan to spend dramatically more of their budgets on social media and blogs.
  • Medium-to-large businesses plan to spend more of their budgets on outbound methods, including trade shows, direct mail and telemarketing.

Compiled – The State of Inbound Marketing, HubSpot

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