HubSpot’s State of Inbound 2016 report is out and the main gist of the report is this:
The way we market has changed considerably these last 20 years and yet – get ready – it’s going change completely in five years!
Social media and messaging apps are disrupting search engines. For example, the report found that 2 billion people are using Facebook every day to find content, while 4 billion are using messaging apps to search and communicate. What’s more, mobile ad blocking has increased by 90 percent. In other words, those ads you’re paying for aren’t getting through.
What does this mean for you?
Businesses Will Have to Diversify Content to Reach Customers
And inbound marketing is the best way to help you do so.
Some key takeaways from this year’s report:
- Inbound is four times as effective as outbound marketing.
- If you can calculate and present the inbound ROI to higher ups, you’re 1.6 times as likely to get a higher marketing budget that will help you perform inbound marketing strategies well and effectively.
- You NEED a service-level agreement (SLA) between marketing and sales: companies using inbound that also have created an SLA are more than five times as likely to enjoy the results inbound marketing can provide because the more your marketing team understands what your sales team considers to be good leads, the better your inbound efforts will attract those leads.
- Only 19 percent of buyers rely on salespeople to make a decision.
- About 30 percent of people will read your blog posts, but 55 percent of them are likely to consume videos thoroughly. So while 60 percent of marketers are promoting blog posts, only 29 percent or their prospects want to see more posts.
A Visual of the Type of Content Prospects Want
What This Means for The Future of YOUR Marketing
Whether you’ve already embraced the power of inbound marketing, or whether you’re still on the fence, the fact that people are finding and researching content via social media, that they’re moving away from blog posts and that they’re not relying on a well-informed salesperson for their information means you’re going to be changing your marketing in a big way between now and the early 2020s.
Marketers Already Are Making Strategic Changes
- Hubspot’s research found that 48 percent of marketers said they plan to add YouTube to their inbound content marketing strategies in the next year. Almost 40 percent (39 percent) said they plan to add Facebook video. They’re doing so because they want to provide the type of content their customer base wants in order to better engage with their ideal prospects.
- If you’re worried that Facebook is better for social – not professional – uses, don’t be: 73 percent of Facebook’s users say they use it in a professional capacity. Sixty-four percent of Twitter users also use that platform for professional reasons. In other words, the separation between the professional and the social aspects of social media is becoming less and less.
- Sales people will need to move from Excel or Outlook and move to a CRM that ensures prospects don’t receive the same e-mails/calls again and again. Instead, a good CRM helps sales professionals ensure that their prospects receive information when they want and how they want it.
- Fully one-third of people are using a smartphone or tablet as their primary means for going online. This means your content will have to fit those mobile devices, both in its appearance and how quickly it is to find information on the mobile-optimized site. Why? Because – according to the State of Inbound 2016 report – 88 percent of search experts believe a site’s mobile readiness will have a big impact on Google’s search algorithm in the coming year.
State of Inbound 2016 Demographics
Eighty-five percent of the 2016 survey’s 4,500 respondents aren’t a HubSpot customer or agency partner; 15 percent are. Respondents hail from more than 132 countries across the globe, with half of the companies generating less than $1 million each year. They come from B2C, B2B, and small- and mid-sized companies.
More than 70 percent (73 percent) said they use inbound as their “primary” marketing approach, while 24 percent use outbound techniques and the remaining three percent weren’t sure.
A huge majority said their main marketing and sales focuses are converting leads and contacts into customers (73 percent), growing website traffic (57 percent), increasing revenue from current customers (46 percent), and showing the ROI of their marketing efforts (42 percent).
Get a jump on marketing strategies in the 2020s now by reading this year’s State of Inbound report.
Image courtesy of Hubspot.com.