Social media marketing is one of those beasts that can feel impossible to understand. Everyone has different advice about what you are supposed to be doing, where you need to have a presence, which social media marketing platform you should be looking at and the types of content you have to be using.
I prefer to go by what the numbers say. Statistics can tell you what works and what doesn’t and where you need to be paying attention. Here are four social media statistics that I find to be fascinating and believe that should revolutionizing your marketing campaign.
44% of B2B marketers have generated leads via LinkedIn, 39% have generated leads through Facebook, 30% through Twitter. (source)
Which social media marketing platform to use?
We all know that Facebook is easily the largest social media marketing platform and many automatically assume that is where we need to focus most, if not all, of our efforts. I have seen countless companies open Facebook pages but completely neglect other platforms. This statistic should call to mind that while Facebook is an incredible resources– it is not the only one!
Adobe did a fantastic job of leveraging the power of LinkedIn. Using sponsored updates, they managed to drastically increase awareness of appreciation for the company’s digital marketing skills and expertise. Confident that their audience– marketing professionals feeling short on time– could be found on LinkedIn, they aimed their status updates at the group.
By end of their campaign, 50 percent of those polled agreed that Adobe was shaping social media marketing of the future and nearly 80 percent agreed that the company could help them ‘optimize their media spend’ according to a LinkedIn case study.
82% of marketers who blog daily acquired a customer using their blog compared to 57% of marketers who blog monthly. (source)
We hear a lot about the value of daily blogging, and it is true– blogging is an incredible resource. It is a great way to naturally work in keywords, offer regular value to the audience, and demonstrate your industry knowledge. This statistic should also show you that daily blogging pays off– 82 percent is incredible!
At the same time, however, look at the second statistic. More than half still gain customers directly from blogging even if they only blog monthly. What does that mean?
You can breathe again.
If you do not have time to blog today, do not kill yourself or neglect other aspects of your business just to get it done. Your main goal should be regularly updating your blog. If you only have time to do it once a week, or even once per month, that is ok. Your main focus should just be on providing regular value.
One more thing about blogging….if you are going to blog, write something that is going to add value. Don’t just recycle generally available content. Nothing worse than seeing a post that adds no value.
YouTube has become the 2nd largest search engine. It is bigger than Bing, Yahoo, Ask and AOL combined. (source)
No doubt video is going to be the content of the future. There is always going to be a solid market for the written word, but an estimate 100 million users watch a video every day. If you have not been creating videos to appeal to this audience, you are missing out.
Videos can easily integrate with other aspects of your social media campaign as well. Consider Wendy’s Pretzel Bacon Cheeseburger. When the new product launched, people instantly fell in love. It makes sense – you combined bacon, cheese, and pretzels to make a burger, what is not to love?
But Wendy’s was not done. They took tweets and comments from their customers and combined them to make love songs and music videos that were performed by stars like Nick Lachey. Customers LOVED the videos. They were shared across social media, watched on video platforms like Vevo and YouTube, they were even spoken about on major news stations. The videos were an incredible social success: customers loved them and they encouraged people to keep tweeting about the burger (to get on newer versions of the video).
Social media marketing has a 100% higher lead-to-close rate than outbound marketing (source).
If you are still focusing your marketing efforts on outbound marketing, then the phrase ‘Dark Ages’ comes to mind. Let’s face it, now that customers have the choice between being interrupted by advertisements and having companies serve up valuable information on a platter the second they go looking for it– they are going to choose the platter. Who wouldn’t?
Social media marketing is a powerful tool that helps us connect with clients. Rather than throwing everything at the wall and seeing what sticks, go by what the numbers say will work.
Will these statistics change anything about how you run social media marketing campaigns?
Look for more awesome social media marketing strategies in my book Feed a Starving Crowd.