Digital marketing has advanced by leaps and bounds, and now includes content marketing, social media marketing, search engine marketing, search engine optimization, mobile marketing, television and radio advertising, and much more. Digital marketing adds more opportunities to build brand awareness and increase sales. Here are some digital marketing statistics to inform your digital marketing campaigns.
The intersection of search engine optimization, mobile search, and content marketing forms a strong base of support for any digital marketing campaign, so we’ve focused on these areas.
Search Engine Optimization
Search engine optimization (SEO) once consisted of formulaic patterns of content on a page to attract the attention of search engines and gain favorable rankings on search engine results pages. Marketers now know that Google examines over 100+ aspects of a site (from the all-important keyword phrases used to optimized on-page content to loading speed, site directories, image attributes and tags, links pointing to content on the site, and much more to determine where a website’s pages fall on the search engine results pages. Spending time and money on SEO pays off handsomely for most marketers and ensures that potential customers can find your site easily and quickly.
1. 90% of searchers haven’t made up their mind when they type in their search query.
You can influence their search around “micro moments.” Micro moments refer to critical touchpoints in a customer journey that leads to a sale. One such moment may be the preview blurb that appears under your search engine result. This short blurb may be all it takes to persuade a potential buyer to click on the link on the search engine results page, so jazz it up and make it a short but powerful ad for your webpage.
2. Leads from search engines have a 14.6% close rate.
Search engine results generate more sales than many other methods. In fact, leads from search engines have a higher closing rate than many other methods of lead generation. Across industries, most landing pages have a close (conversion) rate of under 5%.
3. Bounce increase 50% if your web pages takes two seconds or more to load.
Part of a good SEO campaign is on-page SEO, or managing your website for maximum optimization. Slow web pages are a big problem, and one frequently overlooked. If a page is slow to load, site visitors may leave before they’ve seen what you have to offer.
4. Between 70% and 80% of people ignore paid ads on a page and go straight to the organic search engine results.
This represents high trust in search engines and underscores the need for search engine optimization.
5. Voice search accounts for only 10% of all searches—but it will grow.
Experts predict that voice-activated search will grow in popularity, particularly on mobile devices. Comscore makes a bold prediction that by 2020, half of all searches will be voice activated. More information on how to optimize your site for voice search is found here.
Local Search Marketing
Do you own a brick-and-mortar business that generates most of its sales from local, in-person traffic? If so, then local search marketing might play an important part in your digital marketing strategy. Local search marketing focuses on SEO for your local area. It helps boost online awareness for the local community so that anyone searching for services or products in your area finds your business easily and quickly.
1. According to Google, businesses make $2 for every $1 invested in local search marketing.
People who are actively searching for a local business are ready to buy. And few advertising methods provide such a return on investment.
2. 50% of customers who conduct a local search for a business on their smartphones visit that business within one day of search.
Not only are people ready to buy when they conduct a local search, they want to buy now. Think about how you can make it easier for them to find your business, such as maps, phone numbers, and more displayed clearly on mobile-optimized websites.
3. 18% of local searches lead to a sale within one day of search.
Local search advertising can help bring people to your door, and in-store advertising and displays close the sale.
4. 64% of marketers agree that Google has become the new “local search homepage.”
It’s imperative to maximize your Google presence for local search. Update your My Business description on Google with your business name, location, address, and hours.
1. Great content can increase blog readership by 2,000%!
Longer content generates better results, with the average first search engine results page at around 1,890 words.
Never sacrifice quality for quantity, however. A well-written blog post that’s only 300 words is better than a poorly written post that hits the 1,890-word count.
2. Video content can more than double your website traffic.
You don’t need many videos to make an impression. A well-produced introductory video offers customers a chance to get to know you while harnessing the power of video content for web traffic.
3. 81% of B2B marketers measure content marketing success by awareness, while 68% measure the demand that content marketing creates.
These are the two most common methods of measuring content marketing ROI.
4. B2B marketing still dominates the content marketing sector.
White papers (78%), case studies (73%), and webinars (67%) are the top three content marketing methods, according to B2B marketers. Customers seek them out.
5. The seven best industries for content marketing include healthcare, repairs and renovation, local businesses, professional services of all types, real estate, restaurants, and ecommerce stores.
There’s a high crossover between content marketing and local search marketing, so companies thinking of paid local search campaigns may wish to incorporate plenty of fresh content into their marketing strategies.
Love it or hate it, your mobile device is probably glued to your hand (or within reach) right now. Mobile marketing represents a growing segment of the digital marketing world.
1. Customers spend 69% of their media time on a smartphone.
It pays to be where customers are for the majority of their media time. Ensure that your site is optimized for mobile viewing experiences.
2. Apps account for 89% of mobile media time.
In-app advertising is often used to generate brand awareness and to introduce new content to readers.
3. 51% of smartphone users found new products and brands through a search on their mobile device.
Mobile advertising and mobile optimization enhance the user experience and offer good opportunities for customer acquisition.
The Bottom Line
As a business owner, you want to attract the most customers possible to your business and convert those leads into sales. The digital marketing statistics cited above illustrate an emerging picture of three forms of digital marketing that support a focused online campaign: search engine marketing, mobile marketing, and content marketing. By using these three together, with an emphasis on local search optimization where applicable, you’ll be able to attract, convert, and retain loyal customers.