62% of respondents agreed that social media had grown in importance in the last 6 months, vs. outbound marketing (in blue), with social media, SEO, blogs (somehow considered apart from social media?) and PPC outpacing trade shows, telemarketing and direct mail for mindshare. This next chart illustrates a pretty radical shift in perception in regards to inbound marketing (in orange) vs. Your success on a channel depends a lot more on what you do there than on the channel itself.Ībove: A breakdown by industry of which, among the four channels studied in this report, contributed to the most (and comparatively the least) customers acquisitions.īelow: The change in business perception from 2009 to 2011 in the importance of various key channels. A 41% average in this study doesn’t mean your business will see 41% for the same channel and outcome.
Since every business can use social channels differently, results will vary from biz to biz. And for a B2B business, 41% might not be as strong as 67%, but it is still nothing to sneeze at.Ģ. If that happens, you don’t want to be left out. In 2 years, Facebook could be as strong a customer acquisition channel as LinkedIn is today. Not all channels reach maturity at the same time. Just because some channels work better than others doesn’t mean you shouldn’t also use others. That being said, customer acquisition numbers are strong in both B2B and B2C for all four channels mentioned above.
27% rated their company blog as critical to their business.Ĭlearly, LinkedIn and company blogs still have more pull in B2B than the more B2C friendly Facebook and Twitter. – Businesses are increasingly aware their blog is highly valuable: 85% of businesses rated their company blogs as useful, important or critical. From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%. – Businesses are now in the minority if they do not blog. – 57% of companies using blogs reported that they acquired customers from leads generated directly from their blog. If you either haven’t downloaded Hubspot’s “State of Inbound Marketing” report (February 2011) or haven’t taken a look at it recently, this week is as good as any to get a glimpse at the evolution of social media’s importance in the world of business.
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