5 Stats You need to Know In 2017
We all know that intelligent use of statistics and analytics data can make the difference between the success and failure of a brand.
Of course, you can find stats and data on pretty much anything, so what we’ve done here is identify our top five most influential pieces of research from authoritative sources.
Use them to inform your strategy, persuade your boss to back your plans and get more hits and conversions.
1. The effectiveness of digital marketing
88% of marketers use content marketing but only 30% see their campaigns as effective.
You need to increase sales and build a relationship with your customers. Using tools like social media, videos, and blogs to achieve this goal is well documented – so why isn’t it working better for you?
This stat demonstrates that digital marketing is still not being used as effectively as it could. Of course, that’s not a reason to ditch it from your strategy. Instead, use this as an incentive to refine your approach, improve your strategy and get ahead of your competitors.
If you’re struggling to get support for your plans, consider:
Education is key. You can’t expect your boss to invest in something they don’t understand, so build a clear case focusing on the value good digital marketing can bring to your business. It increases site traffic and it boosts brand awareness and loyalty
Use the data you have. It’s not always straightforward to calculate the ROI of digital marketing, so it requires skilled use of the data that you do have available, such as increased new on-site traffic, time spent on your site by customers, conversion rate and that all-important CPA (cost per acquisition).
Align content marketing outcomes to your company goals. According to Wearecouch, 70% of marketers who have a digital marketing strategy for brand awareness agree it drives sales.
Demonstrate the financials. Link the costs of undertaking a campaign with the savings and increased revenue you can confidently expect, such as an increased number of leads and reduced CPA.
Compare with your competitors. Look at what your competitors are doing, but don’t just copy them. Consider your company goals and what a success looks like to you. Then devise your strategy to achieve that, whether it’s through a targeted email campaign or regular outreach blog post
The takeaway It’s not just about doing digital marketing; it’s about doing it methodically and scientifically.
Most businesses acknowledge that digital marketing is something they must do to engage effectively with customers. But many are still failing to capitalize on the opportunity. If you can leverage a digital marketing strategy effectively you will build trust and brand awareness, grow customer relationships and grab a greater market share. Brand recognition is a big part of this, but don’t forget the key indicators of your campaigns – they will keep you on track.
2. Brand Tone of Voice
Story X Voice = Impact
Source: Content Marketing Institute
Okay, okay. Hands up. So, this is not a stat. BUT it is a formula that is universally accepted. At the heart of your digital marketing should be a clear brand story that will resonate with your customers.
- Your brand tone of voice should distinctively ‘sound like’ your company – and you alone,
- It should also constantly reinforce your USPs in language that your audience can relate to,
- Stay consistent with your brand tone of voice across all platforms – including PPC!
The takeaway Your brand tone of voice and story is what differentiates you from your competitors and creates a connection with your customers. It’s what will get your brand noticed and remembered. Every word helps to build brand recognition, so use them wisely.
3. Social Positioning and Social Authority
71% of consumers will recommend your brand if they’ve had a positive experience with you on social media and 31% of consumers use social media to browse for products
Source: Dreamgrow and Marketing Week
Social networks form part of consumers’ everyday shopping habits. Now, direct purchasing opportunities are enabled with e-commerce platforms on the major social sites. If you’re not on them, your brand is in the darkness and you’re missing out on potential sales.
If evidence is needed of the influential selling power of social networks, look to the humble avocado. The foodie obsession that has dominated many an Instagram post has seen sales of the clean green wonder soar by 39% in 2015/16 with sales totalling £128 million.
The takeaway Positive social media experiences will drive sales. If you don’t have a strong, regular position on social yet, you’re overlooking a significant opportunity to get your product noticed, your brand recognized, and to increase quality sales leads.
Good content is the #1 most effective SEO strategy for your brand
Source: Neil Patel
Of course, your boss wants to see your company at the top of search engine rankings. Once upon a time that meant investing in keyword research for your website and shoehorning in as many as you could (keyword stuffing). But things have changed.
Google’s algorithm is constantly evolving to become more sophisticated and discerning. It uses contextual search data and related terms to deliver the best results in the SERPs. That means keywords and backlinks are just one part of the jigsaw.
Research from Patel looked at top ranking pages and found that they didn’t always contain the keywords you might expect. Instead, what the top rankings do have is relevant, in-depth original content. So, this points to the importance of creating good content, constantly. And don’t take this a reason to forget about keywords or the 200 (or so) ways Google ranks a page – just remember they’re not the only factor.
The takeaway Investing in writing highly relevant content, that customers (and the robots) value, is the most effective way to stay on top of SEO so customers see your brand first. Identify what is relevant to your customer and write about it in an engaging and detailed way. The amount and date of content also counts, so post new or updated content on a regular basis.
5. Brands that Blog
More than 70% of marketers have made it a top priority to engage their customers through content this year
Blogging has been proven to play a significant role in lead generation. State of Inbound Marketing found that brands that create 15 blogs posts a month average 1,200 new leads a month. No wonder that marketers recognize that they need to get in on the act if they are not already. But it’s not just about blogging for blogging’s sake. Your content still needs to be genuinely interesting and relevant to your customer to get noticed amongst all the online noise.
The takeaway If blog content isn’t already on your radar, it should be. Meeting the challenge to produce top-notch, engaging content on a regular basis will drive site traffic, build brand trust and recognition, create loyalty amongst your customers and convert to sales.
Feed the beast – and build your brand
It’s a content hungry world out there. And all the evidence points to a need to up your game even further in 2017 to stay in control. Whether you have an in-house expert or outsource to a specialist agency, content can’t be ignored if you want greater brand awareness and happy customers who are willing to part with their cash.
Building your brand through digital marketing is a tough call – you need a clear vision, a robust strategy, high-quality content, and accurate measurement of ROI.
In today’s world, your brand depends on digital, there’s no escape, but with hard work, creativity and a scientific approach you’ll succeed.
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