Marketing
Search Engine Optimization
Conversion Rate Optimization (CRO)
- Only 17% of marketers use landing page A/B tests to improve conversion rates. (HubSpot, 2020)
- The first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. (Portent, 2019)
- In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales. (Databox, 2019)
- Landing pages, the least popular type of signup form, have the highest conversion rate (24%). On the other hand, popups, the most popular signup form, have the second-lowest conversion rate (4%). (Omnisend, 2019)
Local SEO
- Where to buy” and “near me” mobile queries have grown by over 200% in the past two years. (Think with Google, 2019)
- 60% of smartphone users have contacted a business directly using the search results such as the “click to call” option. (Think with Google, 2019)
- Over a two-year period, there was a 250%+ growth in mobile searches for “store open near me” (Think with Google, 2019)
- 46% of shoppers surveyed confirm inventory online before going to a store. (Think with Google, 2019)
- 70% of shoppers surveyed say the ability to shop in-person/ in a store is important when deciding which brand or retailer to buy from. (Think with Google, 2019)
Mobile Search
- As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
- Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020)
- The average American has access to more than ten connected devices in their household. (Statista, 2021)
- 60% of smartphone users have contacted a business directly using the search results (e.g. “click to call” option). (Think with Google, 2019)
- Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)
- 39% of smartphone users are more likely to browse or shop a company or brand’s mobile app because it’s easier or faster to make a purchase. (Think with Google, 2019)
Organic Search
- About 64% of marketers actively invest time in search engine optimization (SEO). (HubSpot, 2020)
- SEO drives 1000%+ more traffic than organic social media. (BrightEdge, 2019)
- Text will always be the foundation of search so making sure the text around your website’s assets is descriptive will help them rank well in search. (HubSpot, 2020)
- In 2020, SEO reports will tie initiatives to outcomes, such as showing the impact of SEO on broader business goals. (HubSpot, 2020)
- To improve site performance, the top technical SEO tactic used by marketers is optimizing mobile performance. (HubSpot, 2020)
- 49% of users say they use Google to discover or find a new item or product. (Think with Google, 2019)
- More than half (50.33%) of searches on Google now end without a click on a result. (Jumpshot via Sparktoro, 2019)
- As of June 2019, 94% of internet searches happen on a Google property. (Jumpshot via Sparktoro, 2019)
- Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020)
- The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020)
Voice Search
- 45% of U.S. Millennials use voice-assistance when shopping online. (Statista, 2019)
- 52% of voice-assistant users say they use voice tech several times a day or nearly every day. (The Smart Audio Report, 2020)
- 24% of Americans 18 and older own a Smart Speaker, or around 60 million people. (The Smart Audio Report, 2020)
- As of 2020, 62% of Americans said they have used some kind of voice assistance technology. (Edison Research, 2020)
- 62% of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020)
- 18% of Americans age 18+ own a car with an in-dash information and entertainment system. (Edison Research, 2020)
Content Marketing
Blogging
- As of 2019, a survey of bloggers found that 32% of respondents always checked the analytics of their blog posts. (Statista, 2020)
- WordPress users produce about 70 million new posts and 77 million new comments each month. (WordPress, 2020)
- Blogs are among the primary three forms of media used in content strategies today. (HubSpot, 2020)
- 89% of content marketers used blog posts in their content creation strategy in 2020. (Content Marketing Institute, 2020)
- 18% of marketers choose WordPress as their website content management system (CMS). (HubSpot, 2020)
- Marketing spend is expected to grow by 14% in 2021. (Deloitte, 2020)
- 83% of traffic to marketing blogs comes from desktops. (SEMrush, 2019)
- Search is the number one traffic source to blogs across all industries. (SEMrush, 2019)
- In the marketing industry, the top-performing articles are over 5,700 words in length. (SEMrush, 2019)
- Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles. (SEMrush, 2019)
- Listicles get 2x more shares than other blog post formats. (SEMrush, 2019)
- 51% of companies say updating old content has proven the most efficient tactic implemented. (SEMrush, 2019)
- The majority of companies (67%) use organic traffic to measure their content success. (SEMrush, 2019)
- 86% of companies produce blog content compared to other formats. (SEMrush, 2019)
Content Strategy
- 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
- 78% of companies have a team of one-to-three content specialists. (SEMrush, 2019)
- Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot, 2020)
- The most common measurement of success for content marketing programs is Total Sales. (HubSpot, 2020)
- 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot, 2020)
- Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)
- Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)
- “Content Marketing Strategy” is the most searched query related to content marketing. (SEMrush, 2019)
- 77% of companies say they have a content marketing strategy. (SEMrush, 2019)
- 94% of marketers use social media for content distribution. (SEMrush, 2019)
Video
- Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot, 2020)
- Promotional videos and brand storytelling are the most common video types created by marketers. (HubSpot, 2020)
- 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020)
- 80% of video marketers claim that video has directly increased sales. (Wyzowl, 2020)
Podcasts
- As of 2020, Google’s search algorithms are trying to transcend text to images, voice/ podcasts, and videos. (HubSpot, 2020)
- As of April, 2020, there are over 30 million podcast episodes in existence. (Podcast Insights via iTunes, 2020)
- 75% of Americans age 12+ (approximately 212 million people) are now familiar with podcasting. (Edison Research, 2020)
- Monthly podcast listening now at 37%. (Edison Research, 2020)
- 39% of men and 36% of women age 12+ in the U.S. are monthly podcast listeners. (Edison Research, 2020)
- Podcasts now reach over 100 million Americans every month. (Edison Research, 2020)
- 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone./li>
Social Media
Facebook
- As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020)
- Roughly two-thirds of U.S. adults report that they are Facebook users. (Pew Research Center, 2019)
- There are 8 million active advertisers on Facebook, the vast majority of which are small and medium-sized businesses. (Facebook Insights, 2020)
- More than 100 million people use Facebook Watch every day. (Facebook Insights, 2020)
- There are over 280 million Facebook users in India making it the top country in terms of Facebook audience size. (Statista, 2020)
- Facebook is the primary content distribution channel for marketers today. (HubSpot, 2020)
- 18% of marketers currently use Facebook Groups. (HubSpot, 2020)
- Roughly 36% of Americans get their news from Facebook regularly. (Pew Research Center, 2020)
- In April 2020, over 98% of Facebook’s active user accounts worldwide accessed the social network via any kind of mobile phone. (Statista, 2020)
- 79% of video marketers use Facebook as a video marketing channel. (Wyzowl, 2019)
Instagram
- As of April 2020, 35% of global Instagram audiences were between the ages of 25 and 34. (Statista, 2020)
- Instagram is the social channel with the second-highest ROI among marketers. (HubSpot, 2020)
- Over two-thirds of total Instagram audiences are 34-years-old or younger, as of April of 2020. (Statista, 2020) I
- GTV, an app for long-form, vertical video on Instagram, allows users to share live video content between 15 and 16 minutes long. (Instagram, 2020)
- 28% of video marketers plan to include InstagramTV in their 2020 video marketing strategy. (Wyzowl, 2019)
- A 2019 survey found 25% of teens in the U.S. used Instagram the most out of all social networks. (Statista, 2020)
- In 2019, 35% of teens in the U.S. ranked Instagram as their most important social network. (Statista, 2020)
- In 2023, Instagram is projected to reach 120.3 million monthly active users in the U.S., up from 107.2 million users in 2019. (Statista, 2020)
- As of March 2020, Cristiano Ronaldo is the most-followed person on Instagram with over 209 million followers. (Statista, 2020)
- In 2018, there were 3.7 million brand-sponsored influencer posts on the social platform. (Statista, 2019)
- Women accounted for 56.4% of Instagram users in the U.S. as of February 2020.(Statista, 2020)
- The U.S. is the country with the most Instagram users, reaching 120 million users as of April 2020. India was ranked second and Brazil in third.
LinkedIn
- As of April 2020, LinkedIn’s number of users in the U.S. reached 160 million, making it the country with the most users in the world. (Statista, 2020)
- As of January 2020, LinkedIn had an addressable ad audience reach of 88% in Iceland, making it the country with the greatest rate of reach for the platform. (Statista, 2020)
- According to a 2020 survey, 43% of LinkedIn’s audience members were female and 57% were male. (Statista, 2020)
- In 2019, LinkedIn InMail was the third most-used candidate outreach channel globally, behind email and phone/ text. (Statista, 2020)
- In 2019, over 87% of video marketers on LinkedIn described the platform as an effective video marketing channel. (Wyzowl, 2020)
- 66% of video marketers in a 2019 survey said they would include LinkedIn in their 2020 video marketing strategy. (Wyzowl, 2019)LinkedIn is the second-most popular social media platform used by B2B marketers, ranking only behind Facebook. (Statista, 2019)
Pinterest
- As of January 2021, Pinterest has 459 million global active users every month. (Pinterest, 2021)
- The number of Pinterest users in the U.S. is expected to reach 90.1 million. (Statista, 2020)
- During a survey, 25% of responding social media marketers at B2B companies stated they used Pinterest to market their businesses. (Statista, 2019)
- During a survey, 30% of responding social media marketers at B2C companies stated they used Pinterest to market their businesses. (Statista, 2019) Women make up more than 60% of Pinterest’s global audience. (Pinterest, 2021) 97% of top searches on Pinterest are unbranded. (Pinterest, 2020)
