Why Inbound Marketing Works
Post on 23-Aug-2014
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7,000+ Businesses
from
MARKETINGBENCHMARKS
Good inbound marketing takes work,
but how much more work will it take to tip
the scale?
If I increase my blogging frequency from once a month to twice a week, what impact will I see?
This report will dive into how you can increase both traffic and leads by improving a variety of different marketing assets---think web pages, blogging, landing pages, Twitter & more.
By dissecting each benchmark by target market (B2B vs. B2C) and company size, you’ll walk away with an idea of what it takes to get the results you seek.
ABOUT THIS STUDYThis study is based on real results from HubSpot’s 7,000+ customers.In order to get you comparable data to support your marketing investment decisions, we analyzed the relationships between key inbound marketing activities and the volume of traffic and leads that correlate with those activities.We specifically looked at website pages, landing pages , blogging, Twitter reach, and Facebook reach.
ABOUT THE DATAThe graphs in this presentation provide index numbers for either traffic and lead volume. We used index numbers to standardize results across the 7,000 businesses and make them more comparable for you.(If you’re curious, the index numbers are based on a base level of 100 times the ratio to the base value.)
Finally, the underlying growth was calculated using median values of HubSpot’s customer base.
How will increasing the amount of contentimpact my incoming traffic?
CONTENTIMPACT
1 to 5
0
51 to
100
101 t
o 200
201 t
o 300
301 t
o 500
401 t
o 100
0
Over 10
00 -
500
1,000
1,500
2,000
2,500
WEBSITE PAGES
TRAFFICINDEX
IMPACT OF WEBSITE CONTENTON INBOUND TRAFFIC
1 to 5
0
51 to
100
101 t
o 200
201 t
o 300
301 t
o 500
401 t
o 100
0
Over 10
000
500
1000
1500
2000
2500
3000
3500
4000
B2BB2C
WEBSITE PAGES
TRAFFICINDEX
IMPACT OF WEBSITE CONTENT ONINBOUND TRAFFIC FOR B2B & B2C COMPANIES
1 to 5
0
51 to
100
101 t
o 200
201 t
o 300
301 t
o 500
401 t
o 100
0
Over 10
00 -
200
400
600
800
1,000
1,200
1,400
1,600
1 to 10 employees11 to 50 employees51 or more employees
WEBSITE PAGES
LEADSINDEX
IMPACT OF WEBSITE CONTENTON INBOUND TRAFFIC BY COMPANY SIZE
COMPANIES WITH 51 TO 100 PAGESGENERATE
COMPANIES WITH OVER 50 EMPLOYEES AND 1,000+ WEB PAGES SEEWITH 1 TO 50
PAGES.
MORE TRAFFICTHAN COMPANIES
9.5XMORE TRAFFIC THAN COMPANIESWITH UNDER 51 PAGES.
48%
How will increasingthe amount of contentimpact my lead generation?
CONTENTIMPACT
1 to 5
0
51 to
100
101 t
o 200
201 t
o 300
301 t
o 500
401 t
o 100
0
Over 10
00 -
200
400
600
800
1,000
1,200
1,400
1,600
WEBSITE PAGES
NEWLEADSINDEX
IMPACT OF WEBSITE CONTENTON INBOUND LEADS
1 to 5
0
51 to
100
101 t
o 200
201 t
o 300
301 t
o 500
401 t
o 100
0
Over 10
000
200
400
600
800
1000
1200
1400
1600
B2BB2C
WEBSITE PAGES
NEWLEADSINDEX
IMPACT OF WEBSITE CONTENT ONINBOUND LEADS FOR B2B & B2C COMPANIES
1 to 5
0
51 to
100
101 t
o 200
201 t
o 300
301 t
o 500
401 t
o 100
0
Over 10
000
200
400
600
800
1000
1200
1 to 10 employees11 to 50 employees51 or more employees
WEBSITE PAGES
LEADSINDEX
IMPACT OF WEBSITE CONTENTON INBOUND LEADS BY COMPANY SIZE
BOTH B2B & B2CCOMPANIES WITH101 TO 200 PAGES GENERATE2.5x MORE LEADS
THAN THOSE WITH50 OR FEWER PAGES.
How many more landing pages do I need to increase my leads?
LANDING PAGEIMPACT
1 to 5
6 to 1
0
11 to
15
16 to
20
21 to
40
Over 40
0
100
200
300
400
500
600
LANDING PAGES
NEWLEADSINDEX
IMPACT OF NUMBER OF LANDING PAGESON LEAD GENERATION
1 to 5
6 to 1
0
11 to
15
16 to
20
21 to
40
Over 40
0
100
200
300
400
500
600
B2BB2C
LANDING PAGES
NEWLEADSINDEX
IMPACT OF NUMBER OF LANDING PAGES ONLEAD GENERATION FOR B2B & B2C COMPANIES
1 to 5
6 to 1
0
11 to
15
16 to
20
21 to
40
Over 40
0
100
200
300
400
500
600
1 to 10 employees11 to 50 employees51 or more employees
LANDING PAGES
LEADSINDEX
IMPACT OF NUMBER OF LANDING PAGESON LEAD GENERATION BY COMPANY SIZE
MOST COMPANIES DO NOT SEEAN INCREASE IN LEADS WHEN
INCREASING THEIR TOTAL NUMBER
OF LANDING PAGES FROM 1-5 TO 6-10.
FROM INCREASING LANDING PAGESFROM 10 TO 15.
55%INCREASEIN LEADS
COMPANIES SEE A
How much more do I need to blog per monthto increase my website traffic?
BLOGGINGIMPACT
None
1 to 2
3 to 5
6 to 8
9 to 1
5
Over 15
0
100
200
300
400
500
600
MONTHLY BLOG POSTS
TRAFFICINDEX
IMPACT OF MONTHLY BLOG ARTICLESON INBOUND TRAFFIC
None
1 to 2
3 to 5
6 to 8
9 to 1
5
Over 15
0
100
200
300
400
500
600
700
800
B2BB2C
MONTHLY BLOG POSTS
TRAFFICINDEX
IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
0 -
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1 to 1011 to 5051 or more
TOTAL BLOG POSTS
TRAFFICINDEX
IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE
COMPANIES THAT BLOG 15 OR MORE TIMES PER MONTH GET 5xMORE TRAFFIC THAN COMPANIESTHAT DON’T BLOG. SMALL BUSINESSES
(1 TO 10 EMPLOYEES) TEND TO SEE THE BIGGEST GAINS
IN TRAFFIC WHEN THEY POST MORE ARTICLES.
How much more do I need to blog per monthto increase my leads?
BLOGGINGIMPACT
None
1 to 2
3 to 5
6 to 8
9 to 1
5
Over 15
0
200
400
600
800
1000
1200
MONTHLY BLOG POSTS
NEWLEADSINDEX
IMPACT OF MONTHLY BLOG ARTICLESON INBOUND LEADS
None
1 to 2
3 to 5
6 to 8
9 to 1
5
Over 15
0
200
400
600
800
1000
1200
1400
1600
1800
B2BB2C
MONTHLY BLOG POSTS
NEWLEADSINDEX
IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
0 -
20
40
60
80
100
120
140
160
1 to 1011 to 5051 or more
TOTAL BLOG POSTS
NEW LEADSINDEX
IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BY COMPANY SIZE
COMPANIES THAT INCREASE BLOGGING FROM 3-5X/MONTH to 6-8X/MONTHALMOST DOUBLE THEIR LEADS.
B2B COMPANIES THAT BLOG ONLY 1-2X/MONTH GENERATE
70% MORE LEADS
THAN THOSE WHO DON’T BLOG.
How many more total blog posts do I needto impact my traffic?
BLOGGINGIMPACT
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
00
100
200
300
400
500
600
700
TOTAL BLOG POSTS
TRAFFICINDEX
IMPACT OF TOTAL PUBLISHED BLOG POSTSON INBOUND TRAFFIC
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
00
200
400
600
800
1000
1200
B2BB2C
TOTAL BLOG POSTS
TRAFFICINDEX
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
0 -
100
200
300
400
500
600
700
800
900
1 to 10 employees11 to 50 employees51 or more employees
TOTAL BLOG POSTS
TRAFFICINDEX
IMPACT OF TOTAL PUBLISHED BLOG POSTSON INBOUND TRAFFIC BY COMPANY SIZE
AN AVERAGE COMPANY WILL SEE A45% GROWTHIN TRAFFIC WHEN INCREASING TOTAL BLOG ARTICLES FROM 11-20 TO 21-50 ARTICLES.
B2C COMPANIES SEE A 59%
INCREASEIN TRAFFIC
AFTER GROWING TOTAL BLOG ARTICLES
FROM 100 TO 200 TOTAL.
How many more total blog posts do I needto impact my leads?
BLOGGINGIMPACT
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
00
100
200
300
400
500
600
TOTAL BLOG POSTS
NEWLEADSINDEX
IMPACT OF TOTAL PUBLISHED BLOG POSTSON INBOUND LEADS
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
00
100
200
300
400
500
600
700
B2BB2C
TOTAL BLOG POSTS
NEWLEADSINDEX
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS FOR B2B & B2C COMPANIES
10 or
less
11 to
20
21 to
50
51 to
100
101 t
o 200
Over 20
00
100
200
300
400
500
600
700
1 to 10 employees11 to 50 employees51 or more employees
TOTAL BLOG POSTS
NEWLEADSINDEX
IMPACT OF TOTAL PUBLISHED BLOG POSTSON INBOUND LEADS BY COMPANY SIZE
THE AVERAGE COMPANY WITH 100 OR MORETOTAL BLOG ARTICLESIS MORE LIKELY TO EXPERIENCE CONTINUED LEAD GROWTH. COMPANIES WITH OVER
200 BLOG ARTICLES HAVE >5X THE LEADS
THAN THOSE WITH 10 OR FEWER.
How much will growing my Twitter followingimprove my website traffic?
TWITTERIMPACT
1 to 2
5
26 to
50
51 to
100
101 t
o 200
201 t
o 500
501 t
o 1,00
0
Over 1,
000
-
100
200
300
400
500
600
700
800
TWITTER FOLLOWERS
TRAFFICINDEX
IMPACT OF COMPANY TWITTER REACHON INBOUND TRAFFIC
1 to 2
5
26 to
50
51 to
100
101 t
o 200
201 t
o 500
501 t
o 1,00
0
Over 1,
000
0
200
400
600
800
1000
1200
1400
1600
1800
2000
B2BB2C
TWITTER FOLLOWERS
TRAFFICINDEX
IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
1 to 2
5
26 to
50
51 to
100
101 t
o 200
201 t
o 500
501 t
o 1,00
0
Over 1,
000
-
100
200
300
400
500
600
700
800
900
1 to 10 employees11 to 50 employees51 or more employees
TWITTER FOLLOWERS
TRAFFICINDEX
IMPACT OF COMPANY TWITTER REACHON INBOUND TRAFFIC BY COMPANY SIZE
B2C COMPANIES EXPERIENCE A LARGER INCREASE IN TRAFFIC
THAN B2B COMPANIES AFTER CROSSING 1,000 TWITTER
FOLLOWERS.
COMPANIES WITH51 TO 100FOLLOWERS GENERATE106%MORE TRAFFIC THAN THOSE WITH 25 OR FEWER.
How much will growing my Facebook reachimprove my website traffic?
FACEBOOKIMPACT
1 to 2
5
26 to
50
51 to
100
101 t
o 200
201 t
o 500
501 t
o 1,00
0
Over 1,
000
-
200
400
600
800
1,000
1,200
1,400
FACEBOOK LIKES
TRAFFICINDEX
IMPACT OF COMPANY FACEBOOK REACHON INBOUND TRAFFIC
1 to 2
5
26 to
50
51 to
100
101 t
o 200
201 t
o 500
501 t
o 1,00
0
Over 1,
000
-
500
1,000
1,500
2,000
2,500
B2BB2C
FACEBOOK LIKES
TRAFFICINDEX
IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC FOR B2B & B2C COMPANIES
1 to 2
5
26 to
50
51 to
100
101 t
o 200
201 t
o 500
501 t
o 1,00
0
Over 1,
000
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
1 to 10 employees11 to 50 employees51 or more employees
FACEBOOK LIKES
TRAFFICINDEX
IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC BY COMPANY SIZE
THE AVERAGE COMPANY SAW A185%INCREASEIN TRAFFIC AFTER CROSSING 1,000 FACEBOOK LIKES.
COMPANIES WITH >50 EMPLOYEES
SAW THE BIGGEST TRAFFIC GAINS FROM GROWING
THEIR FACEBOOK REACH.
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