Success with your inbound marketing statistics When we soon leave 2022 behind us and move towards 2021 by leaps and bounds, it may be appropriate to take the pulse of your own marketing in comparison with others.
And to help you, you have Hubspot’s report State of Inbound 2022 which was released in November (if you want to read the whole thing, you can download it free of charge).
The report is released every year and is an annual survey where thousands of marketers (this year 3570 from both small and large companies) get to answer what has worked well, what has worked less well, and what trends they see in the future for inbound marketing.
After reading the report, there were a couple of things that I stuck a little extra on – and it’s hopefully the same things that interest you. So sit down, sit back, have a cup of coffee and think about what your online marketing looked like during the past year.
Then compare this with the report’s statistics on what other online marketers have done. What was most important to them? What actions were wasted? How much did they actually earn from their work and investments? Maybe you will find many similarities between you – or you have worked in completely different ways.
But inbound marketing – what the hell are you thinking? For those of you who know the online marketing bite at your fingertips, the meaning is obvious, but if you need to refresh your knowledge, here is a definition.
What is inbound marketing?
Inbound marketing is the type of marketing that allows people to easily discover your business or organization. The point is, they should come to you instead of the other way around.
The opposite of outbound marketing means more “traditional” activities such as advertising, sales by telephone, mailing by post and the like. In other words, it means that you communicate your message to people – you can say that your communication is interrupted and intrusive.
Inbound marketing focuses more on creating appealing, relevant and valuable content that engages people. The channels for this can be such as a blog, social media or email newsletter. The goal is for people to find you, want to hear your message and return for more.
You who see clear similarities with content marketing in the above are right – but the terms are not synonyms, believe it or not. If you want to immerse yourself in this, I recommend reading Kntnt’s excellent article on the difference between inbound marketing and content marketing.
Are you on the notes now? Good!
So what really happened in the online marketing world in 2022? What were the trends? The challenges? The difficulties?
1. Inbound marketing is the new black
In 2013, 60% of marketers stated inbound marketing, ie ran a blog or worked with social media. In 2022, this figure had made a real leap – up to 85% . The number who claimed not to engage in inbound had also halved to 13%.
In other words, just chewing on the fact that this is what applies now, no matter how much you claim that you have neither the time nor the desire to create content on your website and in social media. If you want your business to be seriously involved in digital marketing, there is no turning back. Can we shake hands with it?
2. Blog to a well-stocked bank account
Another proof that you can no longer ignore inbound marketing is that the survey shows that marketers who have invested in a corporate blog have received a significantly better return on their marketing efforts than those who have skipped blogging. Those who blog increase their chances of positive ROI by 13 times compared to those who do not.
So what do you say? Is it time to sit down and plan how to create your 2021 corporate blog now? I know you’ll fix it.
3. Blogging is the master of the inbound marketing world
That said, blogging is a really good idea. Study the chart from Hubspot’s report below and you will see that blogging beats all other types of inbound marketing on the fingers when it comes to return on investment. And once you get the hang of it, you can embark on the next best activities, search engine optimization and content distribution.
4. Even small businesses prioritize inbound marketing
One argument that is often invoked when smaller companies do not want to invest in inbound marketing is the lack of budget. Then I can break that argument with the fact that even the companies that have the smallest marketing budgets prioritize this type of marketing. In addition, neither a blog nor social media costs any money – they only cost your time.
Sure, it may be appropriate to spend a fortune on Facebook advertising or hot up your visual marketing on social media, but you are not forced to. Compare that to a more traditional marketing method like advertising on Google AdWords – zero spent dollars means zero visibility.
5. Getting leads should be your main goal
Then we agree that you can afford inbound marketing. The next question to ask yourself is what you should aim for with it all. Because we can not just create YouTube videos, write newsletters, stick to Pinterest and blog so it looks great just because it’s fun, right?
It is common knowledge in online marketing that the money is in your list. And then it is not your shopping list with intermediate milk, olives and household cheese we are talking about, but your lists in digital and social media. It can be such as:
- Facebook fans
- Twitter followers
- Instagram followers
- Subscribers to your YouTube channel
- Subscribers to your email list
- Subscribers to your blog’s RSS feed
And not to forget: in inbound marketing, you work long-term. It’s not about creating thousands of customers who buy from you tomorrow or the day after tomorrow, but getting them to become customers in the long run. You start by creating your digital gang (ie the people on your various lists) and let the conversion of these leads to paying customers become a later challenge.
One proof that inbound marketing works excellently as a lead-generating machine is that 45% of the respondents in the survey state that it is their main source for capturing prospects, compared to 22% for outbound marketing.
6. Measuring the value of inbound marketing is not easy – but try anyway
Determining the amount you earn on a Google AdWords campaign is not very difficult. There are no problems at all to measure. With inbound marketing, the situation is different.
How can you see that a sale is due to someone seeing your post on Facebook, watching your YouTube video or reading your blog? It’s basically impossible to measure this – it’s you who work with this type of marketing certainly painfully aware of. Not to mention how this difficulty in drawing clear parallels can make it difficult to convince an ROI-fixed management team of the excellence of inbound marketing.
But if you go in to forget the difficulties and still try to measure the results of your marketing efforts, you are well on your way. The fact is that those who try to measure their ROI have a 17 times greater chance of actually seeing the changes in returns from year to year.
In other words, it is almost as important that you measure than what you measure. Data is your best friend, so study your statistics in Google Analytics (or whatever you now use for statistics tools) carefully.
If you look closely, you can probably see an increase in traffic to the website when you got to a real viral spread of your tweet last week or that sales went up when you blogged about the ten biggest benefits of your product.
Study, analyze and draw conclusions. Become a wiser marketer, quite simply. No one has ever made a fortune on guessing games.
Those were the points in Hubspot’s report I was going to address, if you want to delve deeper, as I said, just download it for free. Have you thought and done about the same as the participants in the survey when it comes to your marketing in 2022? Have you invested in blogging, working with social media, and focused on generating leads for the business? And have you also torn your hair in frustration over the difficulty of measuring the return on your marketing investment?
If nothing else, you now know if you are already on the right track to online success or if it is time to redo and do the right thing in 2021.
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