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  • 52 Crucial Inbound Marketing Statistics: 2019 & 2020 Market Share Analysis & Data

52 Crucial Inbound Marketing Statistics: 2019 & 2020 Market Share Analysis & Data

Category: B2B News

To make your company stand out from the competition, it is crucial that you leverage inbound marketing strategies. These would include search engine optimization, content creation, social media management, email marketing, and the like. However, as new technologies and other modern influences shift the behavior of customers, you might be wondering how you can maximize your use of inbound marketing. This is why it’s critical to know inbound marketing statistics.

They’ll fill you in on the kind of content that appeals most to consumers and how you should approach your target audience. Moreover, this should help you understand which are the best marketing software you should be using for your campaigns. We have scoured the web to give you a comprehensive list of essential inbound marketing findings for 2019. With this, you can learn more about the status of the industry and the new developments that are driving the sector forward so you can be sure that your current marketing workflows are up-to-date.

key inbound marketing statistics

General Inbound Marketing Statistics

There’s more to promoting a brand than merely distributing print ads, setting up billboards, and producing commercials. If you truly want to yield higher quality leads, inbound marketing is the way to go.

As you’ll see in the statistics below, the majority of companies are already using inbound marketing to reinforce their campaigns. Furthermore, it seems that more businesses will contribute to inbound marketing market growth as they invest more in technologies that will help them carry out these strategies.

  • 74% of organizations worldwide rely on an inbound approach to marketing. (HubSpot State of Inbound, 2018)
  • 53% of marketers believe that inbound marketing yields higher ROI. (HubSpot State of Inbound, 2018)
  • Only 18% of professional marketers believe that outbound practices can generate high-quality leads. (HubSpot State of Inbound, 2018)
  • Majority of marketers are expecting to increase spending on AI initiatives by up to 50%. (Statista, 2018)
  • The top marketing challenges of companies are generating traffic and leads (61%), proving the ROI of marketing activities (39%), and securing enough budget (27%). Marketers also point out website management (25%), identifying the right tech (24%), training teams (23%), hiring top talent (22%), targeting content (20%), and finding executive sponsors (8%) as common issues. (HubSpot State of Inbound, 2018)

Inbound Marketing Strategies

Before you hop on the bandwagon, it is best to understand that not all inbound marketing strategies are created equal. For example, focusing on content marketing over email marketing may allow you to capture more leads. Similarly, search engine optimization might help you get better quality leads over relying solely on social media management.

But of course, this does not mean you have to pick one strategy over the other. You can use them alongside each other. It only means you have to choose which ones you’ll be prioritizing for your campaigns. After all, all these tactics have been proven effective when it comes to generating leads. It just so happens that each one is created to help you achieve different digital marketing goals.

  • An inbound marketing survey revealed that the most effective digital marketing techniques are content marketing (20%), AI (14%), big data (14%), social media marketing (10%), marketing automation (9%), and mobile marketing (9%). (Statista, 2018)
  • The top inbound marketing goals of companies include improving organic online presence (61%), blog content creation (55%), and marketing automation (50%). Additionally, marketers say that content distribution (47%), interactive content creation (36%), visual content long-form (35%), and visual content creation (30%) are also important. (HubSpot State of Inbound, 2018)

Most effective digital marketing strategies, 2018

What's the one activity that marketers believe would make the most impact on their business.

Content Marketing

%

Artificial Intelligence

%

Big Data

%

Social Media Marketing

%

Marketing Automation

%

Mobile Marketing

%

Conversion Rate Optimization

%

Search Engine Optimization

%

Communities

%

Internet of Things

%

Online Public Relations

%

Paid Search Marketing

%

Wearables

%

Partnerships

%

Source: Statista

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Social Media Marketing

There are 3.2 billion social media users across the globe, and the community is growing every day. As a result, social media platforms have become a prime space for engaging leads. Many brands use it to raise awareness about their company and share information about the different products and services they offer.

If you aren’t already using social media for your campaigns, now might be the time to reconsider. Just be sure that you study the platforms you use and make sure that you are posting relevant content that social media users are sure to click.

  • 90% of brands rely on social media for brand awareness efforts. (Hootsuite Social Barometer, 2018)
  • Experts predict that mobile social media marketing will yield a revenue of $32.29 billion before the end of 2019. (Statista, 2018)
  • The top social media sites to consider for marketing are Facebook (2.32 billion monthly active users), YouTube (1.9 billion monthly active users), and WhatsApp (1.6 billion monthly active users). (Statista, 2018)
  • The types of social media posts that consumers want to see are those with links (30%), graphics and images (18%), and videos (17%). (Sprout Social Index, 2018)

Social media marketing platforms

Customer Service on Social Media

Social media is more than a means to promote your brand. It is also a platform through which you can converse with your existing clients and potential customers. Many consumers tap companies through Facebook, Twitter, and other networks to contact companies. Consequently, some go as far as using it as a customer service channel—a strategy that you might want to utilize for your business as well.

  • 45% of customers say that social media is their go-to channel for inquiries. (Sprout Social Index, 2018)
  • 21% of shoppers prefer messaging on social media over calling customer service representatives. (Sprout Social Index, 2018)
  • 21% of people say that they will most likely purchase from brands they can contact on social media. (Sprout Social Index, 2018)

Content Marketing

There was a time when having catchy sales pitches and colorful ads were enough to attract customers. Nowadays, you can create full-length articles about why your brand is better than most, but it might not be enough to convert your leads.

Customer behaviors have changed. They don’t just want to know what your products and services are—they want to know what makes your products and services different. If you’re going to capture and retain the attention of your leads, creating quality content is something that you should pay attention to.

However, it is best to note that content marketing is becoming more complicated. It goes beyond website management and extends to the realm of video creation, photography, and social media management. So, with that said, you might want to consider using SaaS to help you carry out these tasks. Luckily, there’s an extensive selection of content marketing platforms that will help you manage all of these in one interface.

  • Content marketing can yield 3x more leads compared to paid advertising. (Content Marketing Institute, 2017)
  • Inbound marketing market analysis reveals 91% of B2B marketers and 86% of B2C marketers use content marketing. (Content Marketing Institute, 2018)
  • 47% of shoppers say that they view at least 3 pieces of content about a product before contacting a sales rep. (Demand Gen Report, 2016)
  • The top content distribution channels for marketers are YouTube (45%), professional networks (43%), Facebook video (41%), Instagram (39%), and messaging apps (24%). (HubSpot State of Inbound, 2018)
  • Only 39% of companies document their content marketing strategy. (Content Marketing Institute, 2019)

content marketing vs. paid advertising

Blogs

Blogs are, by far, one of the most popular content formats for marketers. However, if you rely solely on well-written articles with vast chunks of texts, you might want to reconsider your strategy.

People have shorter attention spans. As a result, they respond better to visual content that goes straight to the point. This means adding more photos and incorporating statistics where they are seen right away. By doing so, you can retain their focus for much longer and perhaps successfully get your message across.

  • 42% of marketers say that visual content is the most important type of content. (Content Marketing Institute, 2017)
  • The blog headlines that generate the most clicks are those that contain numbers (36%), addresses readers (21%), and include the words “how to” (17%). (ConversionXL, 2017)
  • Incorporating statistics in blog posts can improve customer trust. (Forbes, 2018)
  • Compounding blog posts can generate 38% of your website traffic. (HubSpot, 2015)

Videos

Experts predict that by 2019, online videos will make up 80% of all internet traffic. Being one of the easiest and quickest content formats to digest, videos have definitely become the go-to resource of many consumers.

So, if you haven’t already explored video creation, you might want to start by adding them to your landing pages. That alone can help you boost website traffic. Once you get the hang of it, you can start publishing videos for social media or even create a dedicated YouTube channel for your brand.

  • 72% of people prefer watching videos over reading to learn about a particular product or service. (HubSpot, 2018)
  • Adding video content to your landing pages increases conversion rate by at least 80%. (WordStream, 2018)
  • 78% of companies observed an increase in traffic after incorporating videos into their websites. (Renderforest, 2018)
  • Videos that run for 2 minutes or less get the most consumer engagement. (Wistia, 2016)
  • 93% of marketers now prioritize video content creation. (Renderforest, 2019)
  • A good chunk of marketers (51%) regard video as the content that yields the best ROI. (Syndacast, 2015)

Infographics

In the same vein as videos, infographics are also great for engaging consumers. Moreover, it is simpler to produce and share on various platforms. Just be sure that you are pooling together relevant content for each infographic you create. After all, the point of this content format is to make it convenient for customers to understand a particular topic.

  • 65% of the population are visual learners. (Pearson)
  • 41.5% of marketers say that infographic is the visual format that performed best for their campaigns. (Venngage, 2018)
  • 52% of consumers believe that their research phase can be accelerated if companies can bundle relevant content in one infographic. (Content Preferences Survey Report, 2018)

Email Marketing

Since its inception, email has been used by businesses far and wide for transactions. As we delve deeper into the digital age, it seems that the benefits of email marketing have only increased even more.

There are roughly 5.6 billion active email accounts worldwide. So, this means you can reach more people and distribute content faster.

  • 93% of marketers are leveraging email for content distribution. (HubSpot, 2018)
  • 86% of companies regard email as an important part of their multi-channel marketing strategies. (DMA Marketer Email Tracker Report, 2018)
  • The estimated ROI for email marketing is £32.28 for every £1 spent. (DMA Marketer Email Tracker Report, 2018)
  • An inbound marketing research revealed that email marketing is considered the best online activity for customer acquisition (81%) and customer retention (80%). (Emarsys, 2018)
  • Email is best used for customer retention (61%), brand promotion (54%), conversion (53%), acquisition (43%), and reactivation (41%). (DMA Marketer Email Tracker Report, 2018)
  • Email is best used for customer retention (61%), brand promotion (54%), conversion (53%), acquisition (43%), and reactivation (41%). (DMA Marketer Email Tracker Report, 2018)

Email Marketing Best Practices

Email marketing is pretty straightforward compared to other inbound marketing practices, so it is simpler to implement. However, there are ways to make it more efficient. For instance, segmenting your email list can help you create targeted campaigns. You can also consider adding more interesting elements to your messages, such as photos. Lastly, it is good to understand what type of content your target audience would be glad to find in their inbox.

  • 56% of the companies that use emojis in email subject lines say they have higher open rates. (Forbes, 2017)
  • Using segmented campaigns can boost your revenue by up to 760%. (Campaign Monitor, 2019)
  • An inbound marketing survey revealed that consumers primarily want to receive emails regarding discount codes (45%), free samples (43%), free delivery offers (38%), loyalty program rewards (30%), and competition details (21%). In addition, they also like getting messages about the advance notice of new products (16%), privacy policies (15%), access to other brands (15%), VIP access (12%), product reviews (10%), peer-generated content (4%), user guides (6%), and videos and articles (4%). (DMA Marketer Email Tracker Report, 2018)

Consumer Email Preferences, 2018

What email content do consumers want to receive from businesses?

Discount Codes

%

Free Samples

%

Free Delivery Offers

%

Loyalty Program Rewards

%

Competition Details

%

Advance Notice on New Products

%

Privacy Policies

%

Access to Other Brands

%

VIP Access

%

Product Reviews

%

Peer-Generated Content

%

User Guides

%

Videos and Articles

%

Source: DMA 2018 Marketer Email Tracker Report

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Most Popular Marketing Software

  1. HubSpot Marketing. An inbound marketing platform that lets you automate campaigns and manage leads as seamlessly as possible. HubSpot Marketing also comes with modules for content management and social media monitoring.
  2. Pardot. A lead management and marketing automation system for B2B companies. Pardot also has tools for email marketing, landing page creation, social posting, and personalized messaging for inbound marketing.
  3. monday.com. A cloud-based solution for team collaboration that can be used for marketing campaign management. monday.com offers custom dashboards and workflows and supports integrations to accommodate inbound marketing timelines.
  4. Marketing Creatio. A customer relationship management system with a comprehensive marketing module. With Marketing Creatio, you can perform email marketing, content management, as well as lead nurturing.
  5. TUNE. A partner marketing platform that allows businesses to build their network. TUNE also comes with tools for email management and lead generation which can help with inbound marketing efforts.

Search engine optimization is a crucial part of modern marketing. However, in contrast to email marketing, this may well be one of the most difficult inbound marketing practices to master. This is primarily due to the fact that it relies on your ability to pinpoint what search engines are looking for in content.

Of course, if you want to guarantee that your business shows up on the results, you can pay for search ads but you might want to think twice about this method. This is because many consumers would rather click on the organic results that what the search engine produced for them.

If you want to learn more about how you can leverage SEO for your campaigns, you might want to take a look at our guide to search marketing.

  • 93% of online shopping experiences begin with an organic search. (Search Engine Journal, 2017)
  • According to an inbound marketing report, 81% of consumers do online research before a large purchase. (HubSpot, 2019)
  • At least 70% of consumers who use search engines only click organic results. (MarTech, 2018)
  • Organic search results can generate leads 5.66 times better than paid search ads. (New Media Campaigns, 2018)

SERP tips

Search Engine Marketing Best Practices

Google has set the bar high for anyone who wants to be searchable on the internet. They have over 300 ranking signals and annually updated algorithms to provide search engine users with results that are more relevant and of higher quality. As a result, it is becoming harder and harder to create Googleable content.

You need to produce quality content with the right keywords, tags, and links if you want to increase the chances of ranking on Google. For starters, you can make your website clear and concise so that it is easier for search engines to sift through your content. Also, you can incorporate videos to show how varied your content is.

  • Half of search queries contain at least 4 words. (IMPACT, 2019)
  • The average word count of articles that land on the first page of Google results is 1,890. (Backlinko, 2016)
  • Videos are 50 times more likely to help you drive organic searches. (Omnicore, 2018)
  • Incorporating videos in posts can boost your organic search results by 157%. (Search Engine People, 2017)
  • 78% of geo-specific mobile searches can result in an offline purchase. (Junto, 2019)
  • 86% of consumers search for locations of businesses using Google Maps. (Junto, 2019)
  • Majority of customers (60%) started utilizing voice-activated search over the past year. (Quora Creatives, 2018)

What do these inbound marketing facts mean for your business?

While outbound marketing will always be regarded as an effective way to generate leads, it can only go so far. If you really want to level the playing field as you compete against business giants, inbound marketing is the name of the game.

As you can see from the statistics we’ve culled, now is the right time to focus on creating search engine-optimized content. This allows you to improve brand reputation and credibility, which eventually leads to increased conversions and better customer relations. Furthermore, having attractive and substantial content will help you stand out in channels such as social media and email.

In addition, the internet is continually reshaping the marketing industry. So it might be best to learn its inner workings as early as now to understand how to use it to your advantage.

Lastly, it wouldn’t hurt to have any one of the leading reliable marketing automation platforms at your disposal. There are plenty of small business marketing software as well as enterprise-grade tools available on the market, so finding one for your company shouldn’t be a problem.

Should you like to understand further how to maximize your strategies, we highly recommend you check out our article on inbound marketing best practices. This should give you a better idea of how to make the most out of your campaigns.

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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