“In God we trust, the rest bring data,” W. Edward Deming, the father of kaizen, once said.
Data bridges the gap between fantasy (what we think happens) and reality (what really happens). It also seems widely popular among business executives, many of whom love to talk about crunching the numbers.
So here are some pre-crunched numbers you can use to refine your content marketing efforts in 2020 and beyond.
1. The most effective B2B marketing channel
Email. It wins hands-down.
In 2018, email generated $42 for every $1 spent, a whopping 4,200% ROI! Yet, many B2B companies have inconsistent (or absent) email marketing strategies.
If you’re one of them, the below statistics will open your mind to a world of ROI-possibilities.
- 59% of people say marketing emails influence their purchase decisions. (Which means your database of existing subscribers and customers is a buried goldmine.)
- 91% of B2B marketers believe email is the most important marketing channel to their organization’s overall content marketing success.
- Automation has tremendous scope in B2B. in 2019 82.2% of automated emails sent were B2C campaigns, while only 17.8% were B2B campaigns.
Bottomline: B2B companies underuse the low hanging fruit of email marketing. Integrating this channel in your content strategy can exponentially increase traffic and revenue.
2. Mobile-friendly email campaigns 📲
In 2019, mobile opens accounted for 46 percent of all email opens. Thus, an email campaign not optimized for mobile screens is as much fun for readers as driving a Ferrari on potholed streets.
You don’t have to boil the ocean to fix this. (Are we on a roll with business jargon today or what!) Just focus on eight key stats this useful infographic highlights.
Three key takeaways:
- 47% of people decide whether to open an email by reading the subject line alone. And since mobile devices show only 25-30 characters of subject lines, it’s important to make yours effective and brief. (If you opened this email, it means our subject line worked well.)
- The most effective emails—the ones that drive action—have single, two-to-four-word-long Calls to Action buttons. Such emails can increase clicks by 371 percent and conversions by 1,617 percent. Huge numbers, no?
- Mobile screens can lead to crowded content that makes readers accidentally click on the wrong links. Frustrating, right? So add whitespace around the CTA buttons and links. (This is a useful UX tip for web pages too.)
Bottomline: A mobile-friendly UX is essential for the success of email campaigns. Clicks and conversions are more important than the size of your database.
3. Watching the Pandemic 👀
Video was touted as the way forward since 2016. During the pandemic, people turned to it even more with the intent to learn new skills, improve their wellbeing, and pursue hobbies.
YouTube analyzed the data its platform collected during the COVID—19 pandemic. Here’s a rundown of the most popular (and unexpected) searches:
- Sourdough Bread: With the concern over food safety rising (and partly to use their time more constructively), people across the world looked up YouTube for cooking tutorials. Like dalgona coffee, one unexpected trend in this field was the search for preparing a superlative sourdough starter.
- Self-care: “The anxiety and uncertainty triggered by the global pandemic drove people in search of tools to cope: namely videos related to food, exercise, relaxation and even sleep,” explained the YouTube Culture and Trends report.
- Identity Crisis: People used video as a medium to express who they were and to work on who they want to be (by learning new skills). Apart from cooking, numerous searches revolved around gardening, cutting hair, religious services, and beauty tips on video calls.
Bottomline: Brands would do well to leverage video to help their audience learn new skills or improve their mental health. The potential to build goodwill on the back of such consumer-not-product centric content is huge.
Have a nice weekend ☕️