Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
B2B Marketing Stats for Twitter, Facebook, and LinkedIn
Posted on February 3rd 2013
Here's some exciting material for marketers who love to look into the numbers to find trends and anomalies outside the typical plan. Optify's 2012 B2B Marketing Benchmark Report analyzed data points from over 62 million visits, 215 million pageviews and 350,000 leads from more than 600 small and medium-sized B2B websites.
One of the ways we looked at this data was to understand the trend and impact social media (Twitter, Facebook, and LinkedIn) had on B2B Marketing in 2012. One of our key findings is that Twitter is the strongest social media channel for generating leads, outperforming Facebook and Linkedin 9-to-1. In fact, 82% of all social media leads were sourced from Twitter.
During 2012 there was an increase of social media traffic for B2B websites but was still only a fraction of total traffic at 1.9%. However, the lead conversion rate for social media channels did contribute proportionally more leads than its traffic share. The conversion rate for social media was the lowest of all the sources we analyzed, at 1.22% - the average of all sources was 1.6%.
Just over 3 pageviews per visit is the average for most sources, but social media led to the lowest engagement on the website with 2.02 pageviews per visit. Facebook is the strongest drive of traffic but Twitter was the most effective social media channel to convert visits into leads.
The percentage of companies who were able to drive leads from social media was very low, indicating that B2B companies don’t have a social strategy to drive leads or their programs have a lot of opportunity to be refined and optimized.
Social media still has a long way to go to prove to be a sustainable source of traffic and leads for B2B websites but the potential is big.
In summary, these are the three key findings for each channel:
- Facebook: Strongest channel for driving visits
- LinkedIn: Strongest channel for driving pageviews
- Twitter: Strongest channel for driving leads
This data reveals that one social channel might be more effective than another based on the goal you're trying to accomplish. However since they all have different strengths, an integrated marketing approach will give you the greatest results for your effort.