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74 Crucial Inbound Marketing Statistics: 2021/2022 Market Share Analysis & Data

To make your company stand out from the competition, it is crucial that you leverage inbound marketing strategies. These would include search engine optimization, content creation, social media management, email marketing, and the like. However, as new technologies and other modern influences shift the behavior of customers, you might be wondering how you can maximize your use of inbound marketing. This is why it’s critical to know inbound marketing statistics.

They’ll fill you in on the kind of content that appeals most to consumers and how you should approach your target audience. Moreover, this should help you understand which are the best marketing software you should be using for your campaigns. We have scoured the web to give you a comprehensive list of essential inbound marketing findings for 2019. With this, you can learn more about the status of the industry and the new developments that are driving the sector forward so you can be sure that your current marketing workflows are up-to-date.

key inbound marketing statistics

General Inbound Marketing Statistics

There’s more to promoting a brand than merely distributing print ads, setting up billboards, and producing commercials. If you truly want to yield higher quality leads, inbound marketing is the way to go.

As you’ll see in the statistics below, the majority of companies are already using inbound marketing to reinforce their campaigns. Furthermore, it seems that more businesses will contribute to inbound marketing market growth as they invest more in technologies that will help them carry out these strategies.

  • 75% of marketers see inbound marketing as effective while 25% think it’s not. (HubSpot Agency Digital 22, 2020)
  • 62% of marketers see outbound marketing as effective while 38% say it’s not. (HubSpot Agency Digital 22, 2020)
  • 74% of organizations worldwide rely on an inbound approach to marketing. (HubSpot, 2018)
  • Majority of marketers are expecting to increase spending on AI initiatives by up to 50%. (Statista, 2018)
  • The top marketing challenges of companies are generating traffic and leads (61%), proving the ROI of marketing activities (39%), and securing enough budget (27%). Marketers also point out website management (25%), identifying the right tech (24%), training teams (23%), hiring top talent (22%), targeting content (20%), and finding executive sponsors (8%) as common issues. (HubSpot, 2018)

Inbound Marketing Strategies

Before you hop on the bandwagon, it is best to understand that not all inbound marketing strategies are created equal. For example, focusing on content marketing over email marketing may allow you to capture more leads. Similarly, search engine optimization might help you get better quality leads over relying solely on social media management.

But of course, this does not mean you have to pick one strategy over the other. You can use them alongside each other. It only means you have to choose which ones you’ll be prioritizing for your campaigns. After all, all these tactics have been proven effective when it comes to generating leads. It just so happens that each one is created to help you achieve different digital marketing goals.

  • An inbound marketing survey revealed that the most effective digital marketing techniques are content marketing (20%), AI (14%), big data (14%), social media marketing (10%), marketing automation (9%), and mobile marketing (9%). (Statista, 2018)
  • The top inbound marketing goals of companies include improving organic online presence (61%), blog content creation (55%), and marketing automation (50%). Additionally, marketers say that content distribution (47%), interactive content creation (36%), visual content long-form (35%), and visual content creation (30%) are also important. (HubSpot, 2018)

Source: statista.com

Social Media Marketing

There are 3.2 billion social media users across the globe, and the community is growing every day. As a result, social media platforms have become a prime space for engaging leads. Many brands use it to raise awareness about their company and share information about the different products and services they offer.

If you aren’t already using social media for your campaigns, now might be the time to reconsider. Just be sure that you study the platforms you use and make sure that you are posting relevant content that social media users are sure to click.

  • 2.8 billion – the number of monthly active Facebook users as Q4 2020, (Facebook, 2020)
  • 80+ million – the number of small businesses that use the free business tools of Facebook. (HubSpot, 2020)
  • LinkedIn users in the US reached 160 million in April 2020. (DataReportal, 2021)
  • As of 2020, the main channel for distributing content for marketers is Facebook (HubSpot, 2020)
  • 18% of marketers currently use Facebook Groups. (HubSpot, 2020)
  • More than 98% of active Facebook users accessed the social media platform using mobile phones in April 2020 (DataReportal, 2021) 
  • Instagram has the second-highest ROI among marketers. (HubSpot, 2020)
  • 90% of brands rely on social media for brand awareness efforts. (Hootsuite Blog, 2020)
  • Experts predict that mobile social media marketing will yield a revenue of $32.29 billion before the end of 2019. (Statista, 2018)
  • The top social media sites aside from Facebook include YouTube (2.74 billion monthly active users) and WhatsApp (2 billion monthly active users). (Facebook, 2020)
  • The types of social media posts that consumers want to see are those with links (30%), graphics and images (18%), and videos (17%). (Sprout Social, 2018)

Social media marketing platforms

Customer Service on Social Media

Social media is more than a means to promote your brand. It is also a platform through which you can converse with your existing clients and potential customers. Many consumers tap companies through Facebook, Twitter, and other networks to contact companies. Consequently, some go as far as using it as a customer service channel—a strategy that you might want to utilize for your business as well.

  • People and businesses exchange 1 billion messages on Facebook Messenger every month. (Hootsuite, 2021)
  • 70% of users expect to use social media messaging for making customer service inquiries in the future. (Hootsuite, 2021)
  • 64% of users prefer messaging to calls when seeking customer service. (Hootsuite, 2021)
  • 18.7% of those who make online purchases using social in the US did so without leaving the app. (Hootsuite, 2021)
  • 45% of customers say that social media is their go-to channel for inquiries. (Sprout Social, 2018)
  • 21% of people say that they will most likely purchase from brands they can contact on social media. (Sprout Social, 2018)

Content Marketing

There was a time when having catchy sales pitches and colorful ads were enough to attract customers. Nowadays, you can create full-length articles about why your brand is better than most, but it might not be enough to convert your leads.

Customer behaviors have changed. They don’t just want to know what your products and services are—they want to know what makes your products and services different. If you’re going to capture and retain the attention of your leads, creating quality content is something that you should pay attention to.

However, it is best to note that content marketing is becoming more complicated. It goes beyond website management and extends to the realm of video creation, photography, and social media management. So, with that said, you might want to consider using SaaS to help you carry out these tasks. Luckily, there’s an extensive selection of content marketing platforms that will help you manage all of these in one interface.

  • 78% of businesses have one-to-three content specialist teams. (HubSpot, 2020)
  • Web traffic is one of the two measures of content marketing success. (HubSpot, 2020)
  • 24% of marketers plan to boost content marketing investments in 2020. (HubSpot, 2020) 
  • Nearly 40% of marketers see content marketing as crucial to their marketing strategy. (HubSpot, 2020)
  • 70% – the percentage of marketers who actively invest in content marketing. (HubSpot, 2020)
  • More than 30% of internet users regularly read blogs. (HubSpot Agency Digital 22, 2020)
  • 53% of marketers seek to rank for Google Featured Snippets. (HubSpot Agency Digital 22, 2020)
  • 57% of B2B marketers report that SEO generates leads more than any other initiative. (HubSpot Agency Digital 22, 2020)
  • Inbound marketing market analysis reveals 91% of B2B marketers and 86% of B2C marketers use content marketing. (Content Marketing Institute, 2018)
  • The top content distribution channels for marketers are YouTube (45%), professional networks (43%), Facebook video (41%), Instagram (39%), and messaging apps (24%). (HubSpot, 2018)
  • Only 39% of companies document their content marketing strategy. (CMI, 2019)

content marketing vs. paid advertising

Blogs

Blogs are, by far, one of the most popular content formats for marketers. However, if you rely solely on well-written articles with vast chunks of texts, you might want to reconsider your strategy.

People have shorter attention spans. As a result, they respond better to visual content that goes straight to the point. This means adding more photos and incorporating statistics where they are seen right away. By doing so, you can retain their focus for much longer and perhaps successfully get your message across.

  • Around 409 million users view more than 20 billion blog pages every month. (Optinmonster, 2021)
  • WordPress users publish around 70 million posts a month. (Optinmonster, 2021)
  • Readers generate around 77 million new blog comments a month. (Optinmonster, 2021)
  • 71% of WordPress sites use English as a medium. (Optinmonster, 2021)
  • 3.5 hours – the average time it takes to write a blog post. (Optinmonster, 2021)
  • Blogs with more than 2,000 words are seen to perform strongly. (Optinmonster, 2021)
  • The blog headlines that generate the most clicks are those that contain numbers (36%), addresses readers (21%), and include the words “how to” (17%). (CXL, 2020)
  • Incorporating statistics in blog posts can improve customer trust. (Forbes, 2018)

Videos

Experts predict that by 2019, online videos will make up 80% of all internet traffic. Being one of the easiest and quickest content formats to digest, videos have definitely become the go-to resource of many consumers.

So, if you haven’t already explored video creation, you might want to start by adding them to your landing pages. That alone can help you boost website traffic. Once you get the hang of it, you can start publishing videos for social media or even create a dedicated YouTube channel for your brand.

  • 72% of people prefer watching videos over reading to learn about a particular product or service. (HubSpot, 2018)
  • 78% of companies observed an increase in traffic after incorporating videos into their websites. (Renderforest, 2020)
  • 93% of marketers now prioritize video content creation. (Renderforest, 2020)

Infographics

In the same vein as videos, infographics are also great for engaging consumers. Moreover, it is simpler to produce and share on various platforms. Just be sure that you are pooling together relevant content for each infographic you create. After all, the point of this content format is to make it convenient for customers to understand a particular topic.

  • 41.5% of marketers say that infographic is the visual format that performed best for their campaigns. (Venngage, 2020)
  • 52% of consumers believe that their research phase can be accelerated if companies can bundle relevant content in one infographic. (Demand Gen Report, 2018)

Email Marketing

Since its inception, email has been used by businesses far and wide for transactions. As we delve deeper into the digital age, it seems that the benefits of email marketing have only increased even more.

There are roughly 5.6 billion active email accounts (HubSpot, 2018) worldwide. So, this means you can reach more people and distribute content faster.

  • Around 80% of marketers have experienced an uptick in email engagement in the last year. (HubSpot,2020)
  • 3.9 billion – the total number of email users around the world In 2019. (The Radicati Group, Inc., 2020
  • The global number of email users is seen to increase to 4.48 billion in 2024. (The Radicati Group, Inc., 2020) 
  • Small businesses get the highest ROI from email marketing. (HubSpot,2020)
  • The highest email open and unsubscribe rates happen on Tuesdays. (HubSpot, 2020)
  • 79.6% – the average email deliverability of all email services. (HubSpot, 2020)
  • 93% of marketers are leveraging email for content distribution. (HubSpot, 2020)
  • 86% of companies regard email as an important part of their multi-channel marketing strategies. (DMA, 2018)
  • The estimated ROI for email marketing is £32.28 for every £1 spent. (DMA, 2018)
  • An inbound marketing research revealed that email marketing is considered the best online activity for customer acquisition (81%) and customer retention (80%). (emarsys.com, 2021)
  • Email is best used for customer retention (61%), brand promotion (54%), conversion (53%), acquisition (43%), and reactivation (41%). (DMA, 2018)
  • Email is best used for customer retention (61%), brand promotion (54%), conversion (53%), acquisition (43%), and reactivation (41%). (DMA, 2018)

Email Marketing Best Practices

Email marketing is pretty straightforward compared to other inbound marketing practices, so it is simpler to implement. However, there are ways to make it more efficient. For instance, segmenting your email list can help you create targeted campaigns. You can also consider adding more interesting elements to your messages, such as photos. Lastly, it is good to understand what type of content your target audience would be glad to find in their inbox.

  • Using segmented campaigns can boost your revenue by up to 760%. (Campaign Monitor, 2019)
  • An inbound marketing survey revealed that consumers primarily want to receive emails regarding discount codes (45%), free samples (43%), free delivery offers (38%), loyalty program rewards (30%), and competition details (21%). In addition, they also like getting messages about the advance notice of new products (16%), privacy policies (15%), access to other brands (15%), VIP access (12%), product reviews (10%), peer-generated content (4%), user guides (6%), and videos and articles (4%). (DMA, 2018) 

Source: hubspot.com

Most Popular Marketing Software

  1. HubSpot Marketing. An inbound marketing platform that lets you automate campaigns and manage leads as seamlessly as possible. HubSpot Marketing also comes with modules for content management and social media monitoring.
  2. Pardot. A lead management and marketing automation system for B2B companies. Pardot also has tools for email marketing, landing page creation, social posting, and personalized messaging for inbound marketing.
  3. monday.com. A cloud-based solution for team collaboration that can be used for marketing campaign management. monday.com offers custom dashboards and workflows and supports integrations to accommodate inbound marketing timelines.
  4. Marketing Creatio. A customer relationship management system with a comprehensive marketing module. With Marketing Creatio, you can perform email marketing, content management, as well as lead nurturing.
  5. TUNE. A partner marketing platform that allows businesses to build their network. TUNE also comes with tools for email management and lead generation which can help with inbound marketing efforts.

Search engine optimization is a crucial part of modern marketing. However, in contrast to email marketing, this may well be one of the most difficult inbound marketing practices to master. This is primarily due to the fact that it relies on your ability to pinpoint what search engines are looking for in content.

Of course, if you want to guarantee that your business shows up on the results, you can pay for search ads but you might want to think twice about this method. This is because many consumers would rather click on the organic results that what the search engine produced for them.

If you want to learn more about how you can leverage SEO for your campaigns, you might want to take a look at our guide to search marketing.

  • 81% of users search online for products and services. (Smart Insights, 2020)
  • 74% of users have made an online purchase using any device while 67% use mobile apps. (Smart Insights, 2020)
  • 70.38% – the average desktop market share of Google at the start of 2020. (Smart Insights,2020)
  • Baidu and Bing have more than 10% market share each. (Smart Insights, 2020)
  • 93.87% – the mobile market share of Google. (Smart Insights, 2020)
  • Mobile search accounts for 50.71% of all searches. (Smart Insights, 2020)
  • 45.53% – the share of desktop searches. (Smart Insights, 2020)
  • At least 70% of consumers who use search engines only click organic results. (Martech Zone, 2018)

SERP tips

Search Engine Marketing Best Practices

Google has set the bar high for anyone who wants to be searchable on the internet. They have over 300 ranking signals and annually updated algorithms to provide search engine users with results that are more relevant and of higher quality. As a result, it is becoming harder and harder to create Googleable content.

You need to produce quality content with the right keywords, tags, and links if you want to increase the chances of ranking on Google. For starters, you can make your website clear and concise so that it is easier for search engines to sift through your content. Also, you can incorporate videos to show how varied your content is.

  • Half of search queries contain at least 4 words. (Backlinko, 2020)
  • The average word count of articles that land on the first page of Google results is 1,890. (Backlinko, 2020)
  • Videos are 50 times more likely to help you drive organic searches. (Omnicore, 2020)
  • 78% of geo-specific mobile searches can result in an offline purchase. (Junto, 2021)
  • 86% of consumers search for locations of businesses using Google Maps. (Junto, 2021)
  • Majority of customers (60%) started utilizing voice-activated search over the past year. (quoracreative.com, 2020)

What do these inbound marketing facts mean for your business?

While outbound marketing will always be regarded as an effective way to generate leads, it can only go so far. If you really want to level the playing field as you compete against business giants, inbound marketing is the name of the game.

As you can see from the statistics we’ve culled, now is the right time to focus on creating search engine-optimized content. This allows you to improve brand reputation and credibility, which eventually leads to increased conversions and better customer relations. Furthermore, having attractive and substantial content will help you stand out in channels such as social media and email.

In addition, the internet is continually reshaping the marketing industry. So it might be best to learn its inner workings as early as now to understand how to use it to your advantage.

Lastly, it wouldn’t hurt to have any one of the leading reliable marketing automation platforms at your disposal. There are plenty of small business marketing software as well as enterprise-grade tools available on the market, so finding one for your company shouldn’t be a problem.

Should you like to understand further how to maximize your strategies, we highly recommend you check out our article on inbound marketing best practices. This should give you a better idea of how to make the most out of your campaigns.

 

References:

  1. 140+ social media statistics that matter to marketers in 2020. (2020, July 29). Hootsuite Blog.
  2. 2018 content preferences survey report. (2018). Demand Gen Report.
  3. 44 video marketing statistics 2021 [Infographic]. (2020, December 17). Renderforest.
  4. Adapting to the pace of omnichannel commerce. (2020, July 17). Emarsys.
  5. Ahern, P. (2021, January 4). 25 mind-bottling SEO stats for 2021 & beyond. Junto.
  6. Aslam, S. (2021, January 6). Digital marketing by the numbers: Stats, demographics & fun facts. Omnicore.
  7. Content Marketing Institute, MarketingProfs, & Brightcove. (2018). B2B content marketing: 2018 benchmarks, budgets, and trends – North America. CMI.
  8. Content Marketing Institute, MarketingProfs, & Brightcove. (2019). B2B content marketing 2019: Benchmarks, budgets, and trends—North America. Slideshare.
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  14. Global digital insights: All the numbers you need. (2021). DataReportal.
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  16. Khoja, N. (2020, March 11). 14 visual content marketing statistics to know for 2020 [Infographic]. Venngage.
  17. Kiran, H. (2018, June 22). Organic search statistics for 2018: SEO history, industry, and trends. Martech Zone.
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  19. New rules of email marketing. (2019). Campaign Monitor.
  20. Newberry, C. (2021, February 4). Social media customer service: Tips and tools to do it right. Hootsuite.
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  22. Not another state of marketing report. (2020). HubSpot.
  23. Ouellette, C. O. (2021, January 6). Ultimate list of blogging statistics and facts (Updated for 2021). OptinMonster.
  24. Patel, N. (2020, July 29). Headlines that convert: 5 key characteristics. CXL.
  25. Quoracreative. (2020, August 27). Top voice search statistics, facts & trends for 2020. quoracreative.com.
  26. Search engine marketing statistics 2020. (2020, September 3). Smart Insights.
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Jenny Chang

By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.

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