B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Social Media Marketing)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Social Media Marketing)

          It’s time to step up your business’ marketing approach towards social media this 2017 in line with these major B2B social media marketing trends in 2016.

  • This year, there are over 219 million new social media users.
  • Daily average time spent social networking is 1 hour and 51 minutes. (Global Web Index)
  • 1 in 3 minutes spent online is devoted to social networking and messaging. (Global Web Index)
  • 97% of online adults globally say they have visited or used a social network within the last month. (Global Web Index)
  • B2B content marketers employ an average of six social media platforms. (CMI)
  • LinkedIn, Twitter, Facebook, and YouTube are the top 4 social media platforms for B2B. (CMI)
  • Facebook remains by far the top service globally for membership (82%) but YouTube maintains a lead for visitors/users (85%). (Global Web Index)
  • A whopping 96% of consumers report that videos are helpful in making purchasing decisions. (Oktopost)
  • 40% of internet users are LinkedIn members. (Pew Research center)
  • LinkedIn had 969 million site visits in May 2016. (SimilarWeb)
  • 94% B2B organizations use LinkedIn to distribute content. (CMI)
  • Effectiveness ratings for B2B social media platforms; LinkedIn (66%), Twitter (55%), and Youtube (51%). (CMI)
  • 93% of B2B organizations use social media content as a content marketing tactic.
  • Social media is ranked second (27%), surpassed by email by only 1%, for the most effective channel in content distribution. (Regalix)
  • B2B marketers rate social media at 40% – placing it on the second spot in terms of tactics most critical to content marketing success in 2017. (CMI)
  • 51% of B2B marketers use social media ads in their paid content distribution efforts. (CMI)
  • In 2016, social media marketers have allocated 10.6% of their overall marketing budget to their social activities. This figure is expected to increase to 20.9% this 2017, making it one of the largest marketing expenditures alongside content and search engine marketing.

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Content Marketing)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Content Marketing)

          Haven’t considered content marketing yet? You’re completely missing out on its benefits! Have one but struggling with it? You need to put in more hard work! Here are some key stats and trends for content marketing that’ll have you acknowledging its powerful potential for lead generation.

• The median time people spend on content marketing articles is 37 seconds. (Newscred)
• 51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (DemandGen Report)
• Type of content used in the past 12 months to make B2B purchasing decisions: White Papers (82%); Webinars (78%); Case Studies (73%); eBooks (67%); Blog Posts (66%); Infographics (66%); Third-party/Analyst reports (62%); Video/Motion graphics (47%); Interactive presentations (36%). (DemandGen Report)
• 95% of B2B buyers are willing to consider vendor-related content as trustworthy. (DemandGen Report)
• 47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson. (DemandGen Report)
• 96% of B2B buyers want content with more input from industry thought leaders. (DemandGen Report)
• 88% of B2B marketers in North America use content marketing. (CMI))
• Most B2B marketers use at least 13 content marketing tactics. (CMI)
• 30% of B2B marketers say their organizations are effective at content marketing. (CMI)
• 44% of B2B marketers says they have clear understanding of what an effective or successful content marketing program looks like (CMI)
• 73% of major organizations hire someone to manage their content marketing strategy (CMI)
• B2B marketers allocate 28% of their total marketing budget, on average, to content marketing. (CMI)
• 51% of B2B marketers indicate they will increase their content marketing spending in the next 12 months. (CMI)
• 29% of leading marketers systematically reuse and repurpose content. (Curata)
• By 2017 51% of companies will have an executive in their organization who is directly responsible for an overall content marketing strategy. (e.g., Chief Content Officer, VP or director of content) (Curata)
• Content marketing leaders experience 7.8X more site traffic than non-leaders. (Kapost)
• Content marketing costs 62% less than outbound marketing & generates 3x as many leads says (Demand metric)
• 74.2% of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity. (Curata)
• The greatest impact today’s business bloggers have on their organization are: thought leadership, SEO, and brand visibility and buzz. (Curata)
• 55% of business bloggers are getting 5% or more of their corporate web site’s traffic from their blog. (Curata)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Mobile Marketing)


B2B Marketing Stats and Trends in 2016 to Guide You this 2017

      Here are some relevant B2B mobile marketing stats and trends that should have you formulating such marketing strategy for your business if you still aren’t using one.

  • 73% of all the people on earth (5.2 billion) are mobile phone users. 40% of those (just over two billion) own smartphones. (Mary Meeker’s Internet Trends)
  • Search activity for those using a smartphone has intensified and there is 3X growth reported in mobile queries. This prompted Google to update its major mobile algorithm. Websites that aren’t optimized for mobile, are bound to lose organic search rankings, site traffic and experience an increase in bounce rate. (Google)
  • 74% say they are likely to return to a company’s site in the future if it is a mobile-friendly site. (Google)
  • 48% feel frustrated and annoyed if a company doesn’t have a mobile-friendly site. (Google)
  • 52% percent are less likely to engage with a company that has no mobile website. (Google)
  • 57% of consumers will not recommend a business with a poorly designed mobile site. (Payfirma)
  • 61% of people have a better opinion of brands when they offer a good mobile experience. (Payfirma)
  • 42% of B2B buying researchers use a mobile device during the B2B purchasing process. (Google)
  • 49% of B2B researchers who use their mobile devices for research do so while at work. They’re comparing prices, reading about products, comparing feature sets and contacting retailers (even purchasing too). (Google)
  • 83% of B2B marketers said mobile apps were important to content marketing. (Strategy Trends)
  • 41% of B2B buyers access content marketing through a smartphone. (CMO Council)
  • Optimizing for mobile had a positive impact on the results of email campaigns for 40.74% of B2B marketers. (Email barometer)
  • 57.41% of B2B marketers did not know what impact optimizing their email design for mobile has on their results. (Email barometer)

What Hot B2B Leads and Beauty Queens Have in Common

What Hot B2B Leads and Beauty Queens Have in Common

With all this hype going on for the recently concluded Miss Universe 2017, I can’t just bring myself to not write about this special event and its great, beautiful women who vied for the crown. We all know that behind those flashing lights, long, beautiful gowns, and sparkling jewels are women who hadn’t necessarily have everything handed over to them. They have toughly work their way to get to where they are now and became the cream of the crop. Just like B2B leads, who have undergone rigorous process to become hot and be the best fit to whoever needs them.

They are filtered.

Before gracing the MU stage, each woman has first graced their country’s stage. Braving the odds and outdoing other, equally hopeful, contestants to be the one to get chosen as the perfect woman to represent their country. Arguably so, attitude, brain, beauty, and body are the combo needed to be that perfect woman, to be that ‘Beauty Queen material. Similarly, those hot B2B leads were once among the millions of contacts to be explored. Not until they were pulled out and sorted out based on specifications (industry, title, revenue, etc.). These extracted contacts became prospects for other business seeking for progress opportunities through collaboration.

They are nurtured.

MU is no joke. It’s a world title and therefore can have anyone’s nerves worked up. So preparation is a default. You can even say that immense is the dedication of some of these women that pageantry has been their life. They were nurtured by undergoing trainings, acquiring necessary skills and gaining experiences in the pursuit of personal and professional growth. Likewise, B2B leads are nurtured in order for them to be kept engage and ultimately, increase their viability for conversion. Sending them targeted content, using multi-touch multi-channel to connect with them, timely follow-ups and lead scoring are some of the great strategies that nurture them to move in from cold to warm to sizzling hot.

They are ready.

Joining a prestigious contest such as MU is not just for show. These gorgeous ladies know that it comes with the responsibility of being ready to act, to inspire, to empower. That’s even more for the woman who won the title (Yes. I’m looking at you Ms. France! :D). Correspondingly, hot B2B leads are ready too. They are ready to be converted and get down to business.

What Makes People Go “Bye bye!” When Visiting Your Website (Part 5)

What Makes People Go “Bye bye!” When Visiting Your Website (Part 5)

Truly, Madly, Deeply, Outdated and Boring Content

Content is King and it’s arguably the life of every website. So having a boring and outdated content figuratively means killing your website’s vitality. People are interested in new content. So if they visit your website and immediately get that “Cobwebs and Dungeons” vibe from seeing your last posted articles or blogs which are achingly dated 2 or 3 years ago, they (that goes for me too) certainly wouldn’t hang around. Another thing is, some business websites put too much emphasis on lacing their content (like in their blogs) with keywords for SEO that it gets monotonous over time and ends up holding no value to end-users. You can always breathe some fresh air in your content by writing articles or blogs that aren’t necessarily about the services or products you offer. You can include content like tips and tricks, statistics and researches in your target industries and then add a twist to it by turning it into infographics, explainer videos, etc.

Making Them a Psychic. Go Figure!

Apparently, NOT all your website visitors knows what you do and what you can do for them (and would spend time finding it out). A clear value proposition should be displayed upfront your website. Keep it simple and straightforward and they’ll likely search around for more details. It would also be preferable to put more emphasis on product/services benefits than its features. People (especially prospects who are scouting services to hire or products to buy) cares about what’s in it for them.

As a business in this digital world, your website is your reputation online. So keeping it on point is a must. If you couldn’t be bothered by these factors, then what does that say in terms of your product or services? Of your business in general?

What Makes People Go “Bye bye!” When Visiting Your Website (Part 4)

What Makes People Go “Bye bye!” When Visiting Your Website (Part 4)

Impertinent Auto Plays

You were inside a serene coffee shop, browsing blissfully in your laptop. You happened to scroll over a content with a catchy title and clicked it on impulse. It led you to a website. Next thing you know, there was a blaring sound and everybody was looking at you. Some weird music auto-played from a cheesy ad found on the website. And as if that wasn’t embarrassing enough, you had to spat some coffee you’re sipping (because well, who wouldn’t have that mini heart attack when you’re suddenly confronted with a mumbo jumbo of an audio). The moral lesson is, configure your site to not auto-play any video or audio. It should be the visitor’s call whether they want to do so or not. It simply is rude. You have to consider that they might not be in a place or situation where it is comfortable to play anything and that any noise is disruptive or inappropriate.

Giving Grammar Nazis a Heart Attack

Don’t you just find typos and grammatical errors cringeworthy? I mean, it’s the basic of all basic. A flawless grammar should be a default in all websites. If you’re a business website that aims for a “wow factor” in your content in order to engage and convert visitors, you must have a professional opinion to look over at it. Typos and grammatical errors can do damage more than you know because it can send the wrong message to both the general and your target audience, reducing your credibility.

It’s 2017, Why U No Mobile Optimized Bruh?

Not optimizing your site for a mobile version is so like living in the stone age. According to Mary Meeker’s Internet Trends, 73% of all the people on earth (and that’s 5.2 billion!) are mobile phone users. 40% of those, over 2 billion, own smartphones (and still increasing). So it didn’t and will not come as a surprise that a considerable stat of the web traffic is currently coming from mobile devices. Even Google updated its major mobile algorithm! Websites that aren’t optimized for mobile, are bound to lose organic search rankings and suffer from extremely high bounce rates. Your business website is likely to face this dead end if you won’t step it up.


What Makes People Go “Bye bye!” When Visiting Your Website (Part 3)

What Makes People Go “Bye bye!” When Visiting Your Website (Part 3)

Needle in a Haystack CTA

Did you know that one of the results of the research conducted by Small Business Trends last 2013 revealed that 80% of small B2B business websites lacked CTAs? At some point, it’s unavoidable to write inefficient CTAs (that’s why there’s A/B testing to the rescue) but not asking for the sale when you aim to convert using your website? That’s a whole new level of absurdity. So always keep in mind to let your visitors know what you want them to do and make the process hassle-free for them (It’s not ‘hide and seek’ and they certainly wouldn’t waste time figuring out what you want them to do).

We’re-going-too-fast Forms

People are wary about giving their personal information. Asking them a couple of it just as they have stumbled right into your website for the first time might turn them off. You can go for it later on. However, make sure to ask for the information you only need. Expedia, Inc., an American company that owns and operates several international global online travel brands, gained an extra $12 million revenue for removing a single data field in their website. Also, if you want to gate some good content to drive leads into your website’s sales funnel, do so. Just don’t go overboard by gating everything. Strict registration requirements, more often than not, make people turn their backs away from your website.

Ads Overload

If your website is laden with ads, you better do something about it immediately. It has been implied that “trust” is an important element for people when visiting and transacting in a website. Correspondingly, people have trust issues with online ads. This has been backed up by the “Trust in Advertising” research conducted by Nielsen Holdings PLC, a global information, data, and measurement company, in which they polled more than 29,000 consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The said research revealed that consumers trust the traditional advertising (i.e. newspaper ads, magazine ads, billboards, radio ads and infomercials) than online advertising. Hence, don’t make it the first thing your visitors see when they visit your website. Minimize the number of ads and strategize where to put it.

What Makes People Go “Bye bye!” When Visiting Your Website (Part 2)

What Makes People Go “Bye bye!” When Visiting Your Website (Part 2)

Problematic Lay-out and Design

Not judging a book by its cover is not the case for people who visit websites. Dr. Elizabeth Silence, researcher and psychologist, conducted a study in whereby participants are asked to review websites. They’re also to rate whether they found such websites trustworthy or not. Findings show that 94% of the participants would leave a website if they are uneasy about the way it looks. Your website’s visual and structure hierarchy and setting may seem like a trivial thing to you but they can be substantial enough to mean the difference between people poking their nose in and out your website. Remember that your website is your face online and your certainly at fault if you let those outdated and sloppy lay-out and design speak for you.
Error 404: Trust Marks Not Found
People especially those who shop online are particular about the legitimacy of the websites they visit. Let’s say your business website is legitimate. But the question is, are you flaunting it? If yes, good for you! If not, then it should not come as a surprise that people are steering clear away from your website. Not putting trust marks such as logos of companies who have used and recommended your service, product/service reviews or third party validation is a red flag. Therefore, putting up those logos and testimonials are a must. In addition, make yourself reachable across social media platforms by displaying their icons.
Even Popeye the Sailor Man Can’t Navigate
Put on your visitor’s shoes and navigate your website. Whether you’re trying to get their email, make them purchase your service or product or encourage them to read and follow your content, are you smoothly leading them to that direction? If you’re not sure you are, time to do some dev works. The user’s journey is very important especially if your aiming to convert. Believe me, you’re never going anywhere near that goal if you’re making visitors pull their hairs out because of frustration on how to navigate your chaotic website (and that’s just assuming they would even bother).

What Makes People Go “Bye bye!” When Visiting Your Website (Part 1)

What Makes People Go “Bye bye!” When Visiting Your Website (Part 1)

Not creating a website when you’re in the field of business is perhaps one of the biggest mistakes you can make. How else will you let people know that you and your product/service exist if they can’t even find you on the world wide web? You might think that’s already the worst. But there’s something even worse; creating one with over 90% bounce rate (Oooh! The horrors of it). Not a single soul of true blooded marketers would ever want to accept or see such a disgrace in their analytics (Because seriously, what’s the point of creating one when it wouldn’t even serve its purpose of generating relevant traffic, engagements, and sales leads?). So if you find your business website in this tight spot, you might check out on this possible culprits.

Every Netizens Rage: SLOW LOADING TIME!!!
One of the top reasons why people leave websites. According to the well-known web usability consultant Jakob Nielsen, in his book Usability Engineering (1993),

“There are 3 main time limits (which are determined by human perceptual abilities) to keep in mind when optimizing web and application performance.
• 0.1 second is about the limit for having the user feel that the system is reacting instantaneously, meaning that no special feedback is necessary except to display the result.
• 1.0 second is about the limit for the user’s flow of thought to stay uninterrupted, even though the user will notice the delay. Normally, no special feedback is necessary during delays of more than 0.1 but less than 1.0 second, but the user does lose the feeling of operating directly on the data.
• 10 seconds is about the limit for keeping the user’s attention focused on the dialogue. For longer delays, users will want to perform other tasks while waiting for the computer to finish, so they should be given feedback indicating when the computer expects to be done. Feedback during the delay is especially important if the response time is likely to be highly variable since users will then not know what to expect.”

In simple words, people are particular about being in control. They want to be in charge as much as possible of what to do when using your website. Fast response and results give off that feeling. This is contrary when your website is slow to load. It feels like the system is the one rendering the response and results. So if the latter is your website’s case, you can’t expect many people hanging around.

There is also a report presented by Kissmetrics that says “47% of consumers expect a web page to load in 2 seconds or less”, “40% of people abandon a website that takes more than 3 seconds to load” and “A 1 second delay in page response can result in a 7% reduction in conversions”. Furthermore, Google also expressed using website loading time as one of the factors in web search ranking. This is because faster loading time can lead to pleased users. Bottom line? Don’t make people wait. Among those website visitors are potential (so not into waiting) clients and you’ll have them looking over your competitors’ if you wouldn’t do anything about your slow loading time.

B2B Email Marketing: On Point Opt-In Email List (Part 2)

B2B Email Marketing: On Point Opt-In Email List (Part 2)Email List Building Best Practices
As you make your email list of opt-in B2B prospects, you need to be able to do the best practices possible.

Use “Short” Forms
When asking B2B prospects for personal information, keep your form simple and straightforward. Construct your form in a way that it’ll only get a minimum yet important data (i.e. first name, last name, and email address). Overdoing your form can bring out the skeptic in them. Toning it down would work just fine.

Utilize Progressive Profiling
As what have been implied, overdoing it when asking for your B2B prospect’s personal information can be a turn-off. That is why marketers employ progressive profiling. When your B2B prospects visit your website for the first time, they should only be required to answer few fields in your landing page (i.e. first name, last name, and email address). The next time they were to fill another form on your website, put in new fields (i.e. business name, job title and phone number). With this, you gradually acquire lead intelligence and avoid scaring them away.

Add to a Subscription Center
Allow B2B prospects to manage their subscription preference in a subscription center. In this page, they can manage the frequency of the subscription they get. In addition, this subscription center will minimize singling out as prospects can choose as opposed to completely stopping.

By making relevant content for your B2B prospects, you can immediately produce your email list of opt-in prospects. It is vital that once you have established making such kind of content, you have to stock it in various channels such as social medias, blogs, and your website. Spreading your content through this channels will allow you to widely extend your reach of B2B prospects.
Always do best practices when creating forms, profiling and managing subscriptions for this will streamline the procedure. Start building your email list now!