Why smart entrepreneurs use statistics? - Part 2

• 18.06.2024.
• News, Marketing, Social media

Ready to elevate your marketing game? Andreja Fazlić, in her new article, gives us ideas on how to use content marketing, social media, video marketing, and marketing technology to boost a brand's reach and engagement. Find out how to convert leads into loyal customers using the latest statistics and expert recommendations.

In the first part of the article, I discussed how statistics and benchmarking can help entrepreneurs make informed decisions and optimize resources. If you missed it, read the introductory details at this link.  

Continuing with a focus on statistics in content marketing, technology, and social media.  

 

Content marketing  

Content marketing is a powerful tool for all marketers because creating and sharing relevant content helps customers learn more about your brand, products, and services.   

Blogs  

Blog posts are the most popular content format, with 9 out of 10 marketers using them to achieve goals. Companies using this tactic generate 67% more leads monthly than those that don't. Additionally, 43% of marketers use AI for idea generation, while only 3% use AI to write entire articles. The average blog post is 1,427 words long—over 70% longer than ten years ago.  

Video  

Short videos are the most used format among video content. In 2023, 91% of companies used them as a regular marketing tool. YouTube is the most used video platform. Moreover, 60% of marketers using video cite engagement rate as the main KPI, followed by conversion rate (56%) and click-through rate (52%).  

Content strategy  

29% of marketers use content marketing actively, and over 41% measure the success of their strategy through sales. Additionally, 50% of marketers plan to increase investments in content during 2024. On social media, 48% of marketers share similar or repurposed content across different platforms with minor modifications or adaptations.  
  
Recommendations for optimization:  

• Regularly publishing blogs can significantly increase the number of leads, so if you're just starting with this tactic, it's advisable to set a goal of publishing at least one blog post per week. Use AI tools for idea generation to ease the ideation process and keep blog lengths between 1000 and 1500 words.  
• Whether you use YouTube or another platform to publish your videos, focus on content lasting between one and three minutes. Remember to optimize titles and descriptions for better ranking and track engagement, conversion, and click-through rates to adjust your strategy based on what works best.  
• To understand what content works for you, it's essential to track it through web traffic and sales. Consider producing extensive and high-quality content (MOFU content) that you can then use partially or fully and repurpose into other content formats, for example, turning a blog into an infographic.  

 

Social media  

The following statistics will provide you with insights into how successful marketers expand their reach, increase brand awareness, and promote their products and services through social media. You can do the same.

Facebook  

Facebook was the most popular social network used by marketers in 2023, with marketers reporting it offers a better ROI (return on investment) than any other platform. Facebook has over 3 billion monthly active users and is the most used social network worldwide. One in four marketers cites it as one of the most effective platforms for building a community on social media.  

Instagram  

Instagram has 2 billion monthly active users globally, and its posts generate 23% more engagement than Facebook's, even though it has half as many monthly users. Instagram Live has the highest ROI of any Instagram content format and is the most effective for gaining followers and sharing.  

X (formerly Twitter)  

X has over 500 million monthly active users worldwide. 66% of marketers reported they will maintain their brand on X in 2024, but 71% said they spent less time working on the platform in 2023 than in previous years.  

Recommendations for optimization:  

• The networks you can't go wrong with for some time are, in order of importance: Facebook, Instagram, YouTube, and LinkedIn.  
• While diversifying your presence is essential, you won't go wrong by starting with two or three networks where your audience is most prevalent—Facebook and Instagram are vital platforms with large user bases and high engagement rates.  
• Also, to boost engagement and visibility on each network, it's best to focus on short video formats, along with photo or video posts that lead to quality content like blogs, eBooks, and more.  
      

Video marketing  

Video is an excellent way to attract your target audience and convert leads into customers. The following statistics show how companies use this format to reach, educate, and nurture their customers.  

Short videos  

56% of marketers reported that short video formats are the primary trend they plan to invest in for 2024. Over one-third say the optimal video length is only one to three minutes, and 96% agree that videos should be less than 10 minutes long. 73% of consumers prefer watching a short video to learn more about a product or service.  

Product videos  

96% of marketers agree that videos have helped increase user understanding of their product or service. An equal percentage of surveyed customers say they watch explainer videos to learn more about a product, and 89% report being convinced to make a purchase after watching.  

Social media and videos  

71% of the videos that companies create are used for social media. 32% of marketers report that the most effective way to generate leads from videos is by placing links to landing pages in social media video ads. YouTube is the primary social network for sharing videos (cited by 70% of respondents), followed by Instagram (60%) and TikTok (35%).  
  
Recommendations for optimization:  

• Focus on short videos lasting between one and three minutes. Regularly posting such videos will help increase engagement and conversions.  
• Use product videos to help your customers better understand your products or services. Include clear and informative videos in your strategy to encourage customer action.  
• Utilize social media platforms like YouTube, Instagram, and TikTok to share videos. Optimize titles and descriptions to increase visibility and generate more leads through video ads.  
    

Marketing technology  

Marketing technology influences how you reach your audience, how they consume your content, and how they interact with your brand.  

Messaging apps – Messengers  

25% of marketers use mobile messages for nurturing and sales. 60% of consumers prefer messaging over email or phone calls. There are over 3 billion active messenger users worldwide.

Every month, two billion users utilize WhatsApp (the global leader). 70% of consumers have agreed to receive SMS messages from companies, and 61% want the ability to respond to these messages. Most consumers check their SMS messages within five minutes of receiving a notification, and one in three users checks messages within one minute. 65% of consumers use messengers to contact customer service.  

Augmented Reality (AR) and Virtual Reality (VR)  

14% of marketers use VR and AR as part of their marketing strategy, and 49% plan to increase these investments in 2024. Overall, 47% of surveyed marketers plan to increase investment in experiential marketing.  

Mobile marketing  

There are nearly 7 billion smartphones worldwide, and 95% of Americans have access to a mobile phone. More than 60% of global web traffic comes from mobile devices.

74% of people say they are more likely to return to a website if it is optimized for mobile devices. 67% of mobile users say they are more likely to buy a product or service from a company if its website is mobile-friendly. More than half of total digital advertising spending is focused on mobile ads. Social media ads constitute the largest portion of global investments in mobile advertising, with marketers spending over 140 billion dollars on mobile social media ads in 2023.  
  
Recommendations for optimization:  

• Utilize messaging apps like WhatsApp to communicate with customers. Ensure quick responses and personalized messages to increase engagement.  
• If you have the budget for experimentation, definitely invest in AR and VR. These technologies can create unique experiences for your users, which can help attract and retain customers.  
• Ensure your website is mobile-friendly. Fast loading times, responsive design, and easy navigation are crucial to increasing conversions from mobile traffic.

 

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