Category Archive: Email

Actionable Content Marketing Stats You Should Know

content marketing metrics

Content Marketing Works & Research Shows Buyers Respond to It

Consumers’ average attention span is 8 seconds – 1 second less than a goldfish.

70% of consumers prefer getting to know a company via articles rather than ads.

57% — that’s how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep.

Inbound (content) marketing delivers 54% more leads into the marketing funnel than traditional outbound leads.

Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.

60% of people are inspired to seek out a product after reading content about it.

The top content formats that B2B buyers seek to research a purchase include: whitepapers (78%), case studies (73%), webinars (67%), eBooks (58%), videos (58%), blog posts (56%), and infographics (52%). All other formats fall below 50%.

B2B buyers share these content formats more frequently with colleagues: blog posts (40%), infographics (39%), videos (37%), white papers (34%), case studies (29%). 

Blogging  Creates a Relationship with Prospects & Customers

82% of marketers who blog see positive ROI for their inbound marketing

80% of internet users are reached by social media sites and blogs

82% of buyers feel more positive about a company after reading custom content

78% perceive a relationship with a company after reading custom content

Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads.

SEO & Keywords Meet Prospects Where They Are

B2B buyers conduct an average of 12 searches before ever jumping on a specific brand’s site.

61% of global Internet users research products online. 

SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Source)

Email & Lead Nurturing – The Most Effective Way to Convert

Emails sent via marketing automation drive 18x more revenue than email blasts.

79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

Nurtured leads make 47% larger purchases than non-nurtured leads.

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.

Facebook – 72% of Online Adults Use It. You Can’t Ignore It.

Posts that contains photos make-up 93% of the most engaging posts.

Most engagement occurs towards the end of the week from Wednesday to Friday. [Source

Question posts get 100% more comments than standard text-based posts.

35% of users participate in contests, 42% like a page in order to get a discount or coupon. 

Timeless Twitter Tips

Image links can get 2x the engagement rate.

Tweets with hashtags get 2x more engagement

Tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word “retweet” 

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>> Overwhelmed by the thought of creating your own content marketing strategy? Or simply need a one-off, conversion-friendly white paper, infographic, or case study? Email carla@3to5marketing and let’s generate some leads!

 

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I’m busy. I’m stressed. I have 8.25 seconds. WTFSIC? | Marketing for Our Short Attention Spans

Copywriting, marketing

WTFSIC? aka Why the F**k Should I Care?

The average attention span of a consumer today is 8.25 seconds. That’s down from 12 seconds in 2000. That’s also less than the attention span of a goldfish (9 seconds), although I have no idea how they go about measuring that.

Put yourself in your overwhelmed, frazzled, impatient customers’ shoes, and for their sake, ask yourself WTFSIC? every time you create / write / develop / post a marketing message / tagline / tweet / headline / blog / email / or ad.

That’s right. Every time.

If you follow this advice, it should keep you from falling into the trap that businesses so easily fall into –

  • talking about your products from your company perspective instead of the customers’.
  • describing the product’s features, but not the benefits.
  • thinking that a prospect will make the leap of logic that you’ve made in your clever ad, and understand why your product is so great, without you spelling it out.
  • assuming that prospects will take the time to click around your website to learn about your product.
  • believing that the only thing you have to do to get prospects to give you their email address or request a sales call, is to display a “Learn More” button on your website.

“Learn more”? Seriously. Why would the average adult consumer, who has 360 messages firing at them every day via TV, radio, web, and print media (source: Media Dynamics), take the time to click a “Learn more” button? Even prospects who are actually in the market for your product don’t have that kind of patience.

What they do want is for you to describe your product’s benefits (not features) in a very brief, concise message, using simple, non-buzzword language, in a way that tells them immediately how it will make their life better, starting tomorrow. This goes for the B2B and B2C space (after all, all purchase decisions are made by the same frazzled humans).

Oh, and maybe give them a value-added resource too (like a white paper, an infographic, a how-to guide). Note: I did not say “give them a brochure about your company”. Because that requires thinking. A purely value-added piece will be useful to them and will make it abundantly clear what your product will do for them, right away.

Don’t make them think. Don’t make them click. Don’t make them hunt for where to click. Put the WTFSIC right on your homepage. In fact on every page of your site. Or at the top of your email (or better yet, the subject line). Or at the top of your ads. Make every single word in your marketing messages be meaningful to your audience. Spell out for them exactly why they should consider your product.

So, what do I want you to do now?

Every time you craft a marketing message, stop after every sentence and ask “WTFSIC?” It will force you to think from your customers’ perspective (after a while, this becomes embedded in your thinking process) and craft marketing messages that get them to take action. And ultimately sell more of your product. Because that’s why you’re in business, right?

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If you need help crafting concise, meaningful, compelling marketing messages, websites, blogs, or graphics, give me a shout. This is what I do best. But be prepared to hear WTFSIC a lot.

 

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