10 March 2017

Social Media and SEO lead lead generation and conversion into business


HubSpot has just distributed its “2023 State of Inbound Marketing” report with a set of statistics that illustrates the adoption and use of Inbound Marketing tools or attraction marketing.

Among the data provided by the study we found that 27% of companies said that both email marketing and social media obtained below-average costs per lead (CPL), SEO and Blogs located below (25% and 24% respectively). Looking at lead conversion rates per channel, 15% of respondents said the SEO offered above-average rates, with the next social media (13%) listed.

Social Media and SEO lead lead generation and conversion into businessAnalyzing social media channels, the study shows that 52% of respondents recognized that Facebook had allowed them last year to get a client, while LinkedIn and corporate blogs had each done so in 43% of cases. More than a third of respondents acknowledged having gotten a customer thanks to Twitter, while the success of platforms such as Google + (15%) and Pinterest (9%) had been significantly lower, mainly due to their lower adoption level.

Given their ability to generate and convert leads, it is not surprising that 21% of the respondents recognized that social media had become an important source for them over the past 6 months. SEO and email if they ranked then at the same time that 17% said that traditional marketing had lost importance.

The companies said they dedicate 23% of their budgets to the social media and to blog, a figure that seems quite high. The investment in blogs is yielding results, since 82% of those companies that blog daily reported a positive result in their inbound efforts, compared to 57% that blog with a monthly frequency. These data link to the results of a study last year, which found that greater success in reaching customers among those with a higher frequency of publication.

Overall, the report shows that companies are more willing to recognize that inbound tools offer lower CPLs than outbound strategies, and that 34% of the leads that are generated come from inbound actions, compared to 22% outbound.

The HubSpot study has been conducted on over 3,300 executives, businesses and business owners from all continents. Only 9% of respondents were HubSpot customers.