Digital Marketing Outsourcing Statistics 50% of companies use a digital marketing agency. While statistics and studies help us understand how companies are allocating resources, they do not provide a complete picture of professionals working in the field struggling to integrate existing systems with new strategic marketing needs. Therefore, throughout our analysis, we have also presented comments and comments directly from the digital marketing experts themselves. Their answers give insight into their experiences, offer tips for other professionals to find a way forward, and even share their own ideas on how small businesses can successfully create a digital presence.
Before the pandemic, social media marketing was a powerful tool used fairly equitably by B2B and B2C organizations. Interestingly, regional preferences are divided, and 30-40% of B2B and B2C companies in the Northeast and Midwest prioritize social media marketing. These values fall slightly in companies in the south, where between 25% and 30% of companies prioritize social media marketing. In companies operating outside Western states, there is a divide between B2B and B2C trends, with B2B sticking to social media marketing and B2C companies relying more on SEO marketing strategies.
In the wake of COVID-19, companies were forced to change their marketing efforts in response to changes in consumer demand and online behaviors. Data from our respondents illustrates this struggle to react to consumer behaviors in different ways. Business-to-business response across regions differed: Northeast and Midwest focused on other channels, and South and West increased social media marketing efforts. However, with B2C services, the shift was widespread to increase social media marketing efforts, and Western states markedly shifted the focus from SEO to social media channels.
It's important to note that for this survey, most of our Canadian respondents were in central Canada and the west coast of Canada. Other regions were inconsistently represented in our sample, but have been included to provide as much information as possible about marketing activities across the region with the information provided. Canadian companies seemed to be less in love with social media marketing before the pandemic. Before COVID-19 began to cause shutdowns in Canada, only B2B companies in the Atlantic and Northern Territories provinces and B2C companies in the West Coast territories prioritized social media marketing before the pandemic.
Interestingly, B2B organizations heavily leveraged affiliate marketing, while B2C companies leveraged SEO and content marketing tactics above other channels. As the Canadian economy recovers and changes consumer behaviors, business marketing tactics have changed at the regional level. Both sectors of the Atlantic provinces have adopted social media marketing tactics, while B2B companies in Central Canada have followed suit. West Coast and Northern Territory businesses stayed the course, while Prairie Province B2B and B2C companies drastically changed tactics, but continued to focus their efforts outside social media marketing.
The variety of industries in which the companies participating in our data survey operate are interestingly grouped around educational services and technology-related industries (information services, software and telecommunications), together accounting for 35% of companies. The remaining businesses are fairly evenly distributed across service-centric industries. There are some interesting trends that emerged after COVID based on the size and reach of the companies that responded to our survey. According to our respondents, the Facebook and Instagram Meta landscape are the preferred social media platforms used for marketing purposes, and Google's YouTube, Twitter, LinkedIn and TikTok complete the named platforms chosen.
When creating a social media marketing campaign, it's important to focus your efforts on platforms and channels that align with your existing target audience or customer base, depending on the purpose of the campaign. It's also important to use each social media platform in a way that aligns with the user behaviors most associated with that platform, and it's recommended that companies diversify their marketing campaigns by leveraging several social media platforms relevant to their brand. Most platforms provide access to advertising performance metrics to provide insight into the effectiveness of their marketing efforts over a given period of time, allowing users to adjust and restructure marketing strategies based on consumer behavior or conversion of potential customers. We brought this topic to the B2B community of professionals in general, asking them which social media platform they prefer for digital marketing and why, and how often they use it in current strategies.
What tools are popular in our B2B service community? We took the question to the experts and discovered some interesting tools at play. Our survey results show that on-page and technical SEO represent an almost equal share of SEO strategies used in the field, and only 11% of companies focus on off-page strategies. Like social media management tools, SEO strategies need to be planned and executed through careful planning, and that's made possible by powerful tools capable of tracking the metrics needed to measure impact, effectiveness, and ROI on marketing tactics. SEO platforms and tools help automate complicated and time-consuming SEO audits, help centralize KPI tracking, and help improve key marketing strategies, such as content marketing, by using complex tools that track and suggest keywords and word chains keys suitable for use on all channels.
Because SEO is primarily concerned with improving performance in search engine rankings, it makes sense that Google tools and tools that integrate with the Google platform are the dominant solutions for managing SEO efforts with our respondents. Google Analytics and Google Search Console are the main SEO management tools, united by the Moz platform. With the importance of SEO clear, we wanted to know what the B2B community was using for search engine optimization strategies and campaign execution. Platforms must also support the type of PPC advertising you rely on, which can range from search ads, display ads, and social media ads to remarketing ads and other forms of paid advertising.
Again, since Google is the most dominant search engine, Google Ads is one of the top choices in our survey for PPC advertising. If you consider that the Meta landscape is made up of Facebook and Instagram, among other brands, Meta stands out ahead of other platforms such as the option for managing PPC ads. Rounding out the three main platforms is Amazon Ads, which is due to the platform's popularity as an online retail channel for brands in most industries. B2B professionals across industries are leveraging a number of different PPC software tools.
We asked the wider community what their favorite tools are for the new year and why they use that tool instead of others. Email marketing remains one of the marketing tactics with the highest return on investment at stake, due to the generally low cost of entry and administration and the potential conversion rates that emails are known to offer. Powerful email management tools integrate with your CRM platform and other marketing tools and practices to help segment leads to create and deliver the most efficient messages for each lead segment. Taken together, Hubspot and Mailchimp were the best email marketing solutions by half of the respondents, and platforms such as GetResponse and ConstantContact were also part of the list.
As important as email continues to be, we want to give our readers the most information about the tools that B2B companies use in email marketing campaigns across industries. We took this consultation to the B2B community and collected some feedback on the tools they use. Digital marketing tools are as diverse as the strategies they're designed for, and companies have any number of solutions they can implement to maximize the impact of their marketing efforts. From the responses we received, it is clear that, while companies have been very inclined towards social media marketing, they are using those platforms as the basis for complex and extensive marketing strategies focused on creating and maintaining leads and creating communities that, in turn, can be trusted.
for repeat business. Lead generation and customer retention are the driving forces in building marketing technology stacks, and the tools have come to reflect the changing ways in which consumers interact with brands in the subsequent economic conditions. Marketing has become an extremely complex and involved process that somehow intersects with all the roles and departments at play in modern companies. For small businesses and even larger entities, annual marketing strategies can be broadly painted before the start of the next fiscal year, but throughout the year, it may be necessary to hire an expert to handle specific campaigns or support marketing initiatives that extend beyond the scope of the organization's current staffing levels or skills.
This is especially true in today's economy, where technology and strategies are constantly evolving and becoming more complex. As companies strive to be more agile and organizationally efficient to reduce operating costs and increase sales, they adopt various marketing approaches as a function within their operations. If an organization has the skills or budget necessary to maintain a trained infrastructure and staff, it will tend to take the internal option. By adopting the internal approach, a company will train existing staff or hire new employees to manage the tools and systems implemented to support existing marketing strategies and will be carried out in planning and budgeting for future marketing needs based on objectives.
commercials. A growing trend in marketing is for organizations that need a comprehensive and complete marketing solution to hire a third-party agency. This occurs if the company does not have the existing budget or staff to maintain a full-time department dedicated to the task. These managed service agencies can be hired to help plan, execute and review marketing strategies across all necessary channels.
In this section, we look at how our respondents use a combination of these three methods to fill gaps in their own business and maintain a level of competitive advantage in their industries. Finding freelancers can be a difficult task, and obtaining information and social proof on effective tactics can go a long way to ensuring that you use the best platforms and recruit for the right business cases to support your marketing strategy. When looking for workers on these platforms, it's important to pay attention to the freelancer's skills and experience, as well as determine if they have real-world hands-on experience with the type of project you want to hire them for. Hourly or per-project rates should also be something you should consider before hiring a freelancer, to ensure that the final cost of the project doesn't exceed your budget.
These platforms often include ratings and comments from previous clients, to give you an idea of the freelancer's service history and the quality of the work they are known to offer. Finally, platforms will often offer examples of the freelancer's past work; if work samples aren't available on the hiring site, you should request a portfolio or links to previous projects and references to determine what to expect from your final deliverables. Culture and opportunities are driving employee retention, especially in the wake of the pandemic. This means that instead of outsourcing marketing projects, there are reasons to invest in training your team in new skills and allowing them to take on increasingly complex marketing tasks.
As the organization grows and budgets increase with revenue, adding new staff to expand the types of projects you can manage internally ensures a strong culture in which retention will improve, as employees know that the company is willing to invest in their skills and gives them the opportunity to improve. Internal teams also allow you to control the pace and execution of projects, and there is no possibility that your team will disappear or renegotiate rates mid-project, as could happen with freelancers or marketing agencies. With the emphasis on creating a corporate culture and returning to internal marketing tactics by many companies, we wanted to gather more information from the B2B service community to find out why they are choosing to take internal marketing. While the benefits of a more invested project team and better long-term staff retention, along with earning a reputation as an organization that invests in its people, can make creating an internal marketing department attractive to 80% of our respondents, it's important to remember some of the the drawbacks of this approach.
In-house teams can be more costly to maintain, as the costs of maintaining a full-time employee go far beyond salary. This can be especially burdensome for the budget when specific skills and experience are hired, and appropriate projects only infrequently appear, a lack of efficiency that negates any cost-benefit budgetary control that an internal team may make possible. Similarly, while you may be able to train your staff in certain skills to handle specific projects, it's important to remember that you can't train your team to handle all projects. There will be situations where it will be faster and more cost-effective to outsource in some way rather than trying to create the internal mechanisms to execute a project.
Small, agile companies with limited staff could choose to hire contractors for one-off projects while trying to manage ongoing marketing in-house, but that would mean that the staff is not focused on directly managing customers or generating sales. In fact, modern marketing campaigns and tactics can be time-consuming and resource-intensive, which can overwhelm staff who are already multitasking and struggling to build a brand from scratch. Therefore, for strategic marketing initiatives, annual planning, and ongoing campaign execution, it makes more sense to outsource agencies to free up internal staff and resources. While social media channels are among the most popular means of marketing and advertising, social media marketing is not without significant challenges.
Achieving marketing objectives that can be impacted by effective social media campaigns makes it difficult for brands to focus on the impact of their efforts in relation to any single goal, such as increasing brand awareness, increasing engagement, generating leads, or other objectives that can be integrated into a campaign. Other challenges include determining which platform will most effectively reach your ideal customers and will have the greatest impact on lead generation and conversion. While it is a popular medium for content and advertising, brands must also combat the fact that organic and unpaid participation on social platforms with brand companies is relatively low and, therefore, influencer activity is also declining. Certain tasks are more suitable for delegating outsourced talent, and for the B2B community, there seems to be a pattern in the type of work and reasoning behind outsourced projects.
The following ratings are based on a scale of 1 to 5 (1 is the most important) On a scale of 1 to 10, with 1 being the most important) Provide better customer service Use marketing data to make better business decisions Establish your company as an authority in your industry UpCity used Pollfish to survey 600 marketing experts in the United States and Canada. Most respondents are business owners (33%), C-level executives (13%), middle managers (12%), senior managers (9%) and directors (9%) in companies with 501 to 1000 employees. Most respondents own or work in B2B companies (70%) compared to B2C companies (30%). Learn how to optimize your content marketing strategy with unique content that attracts your target audience, generates backlinks and conversions.
A multi-channel marketing strategy draws customers from social media platforms to online advertising, direct mail, and more. Can you imagine the engagement rate if brands stopped ignoring customers who are literally trying to engage in conversation? On average, it takes 10 hours for a brand to respond to a message, says Sprout Social research. Users, on the other hand, are only willing to wait four hours at most. Hire a competent social media manager and you'll improve your digital marketing statistics beyond belief.
Companies spend their resources on complex marketing tools and campaigns, but many refuse to answer simple questions. As in any industry, your company can stand out for providing excellent customer service. The next time you need to show the “why” behind your marketing strategies, take out these practical digital marketing statistics. The visual components of the digital content that your brand or agency produces for these channels have a significant impact on the business.
I think you'll agree with me when I say that a marketing strategy is incomplete if it doesn't address digital channels. Finding the right model for your brand can be a challenge, but the industry has evolved over the past decade to ensure that whether you approach marketing with in-house staff, hire freelancers for one-off projects and campaigns, or partner with a managed services agency for long-term marketing support, that there is a combination of solutions available on the market that fit the specific needs of your brand. Of those surveyed focused on working with external agencies, 27% preferred to hire the services of a digital marketing consultant. Content marketing garners three times more leads than paid search advertising and costs 62% less than traditional marketing.
Gartner digital marketing statistics show that marketing technology is occupying an increasing share of marketing spend budgets. In addition, digital marketing is most effective when there is a specific market to target, which is what Instagram offers. Susie is the content marketing specialist at WordStream, where she uses her experience as a PPC consultant to share tips, tactics and best practices in the ever-evolving marketing and advertising space. Mobile targeting and user experience should be the central focus of any digital marketing content creation strategy.
Clutch's digital marketing statistics also indicate that 75% of people say paid search ads make their searches easier. . .