Social media is more popular but less effective than PPC for B2B companies
If you're a B2B marketer wondering how to get ahead in the digital arena, you might be frustrated with the lack of statistics available about B2B marketing. While the web is rife with stats on the latest B2C trends, B2B marketers often struggle to find data which can influence their digital strategies.
Bubblegum Search have created an infographic that highlights some of the most vital B2B statistics in 2017 and has some fantastic insights which can translate into actionable strategies for B2B marketers. Let's look at three important takeaways that demonstrate key gaps and opportunities in B2B marketing.
1. Twitter is an effective platform for 55% of B2B marketers
51% also report that they have great success with YouTube, and even Instagram is proving effective in generating B2B interactions. LinkedIn just takes the lead with 66% reporting success, which isn't a surprise considering it's the most professional social media platform out there. However, it's clear that other social channels shouldn't be shunned; you might be able to get ahead of your competitors by expanding your reach to the likes of Twitter, Instagram and YouTube.
2. 89% are using content marketing, but only 6% use it with sophistication
It seems that B2B marketers are getting wise to the importance of content marketing, but with only 6% able to adequately measure and scale their content marketing activities, there's a lot of work still to be done. If you can get to grips with a content strategy that is measurable and scalable, you might just trump any competition who is still struggling to harness the power of content marketing.
3. 71% of B2B researchers start with generic Google searches
With a huge proportion of researchers turning to Google to look for products or services, SEO has never been more vital for B2B organizations. However, with Google's focus on a mobile-first search index, B2B marketers need to ensure their websites are mobile-friendly. So far, only 50% do. By focusing on SEO and mobile-friendly user experience, you could push your organization ahead of the competition.