How Much Traffic Companies Receive From Blogs And Social Network Accounts Compared To Traditional

June 22, 2009 - PRLog -- It seems that the use of the new digital marketing instruments, like corporate blogs, social media, SEO and PPC advertising is much more efficient than traditional direct mailing, telemarketing or participation in trade fares. A total of 167 CEOs, who apply online marketing strategies, were interrogated.

In general, according to HubSpot, social media and blogs account for 8% of total traffic to the company’s sites. This is equal to the amount of traffic, which results from the participation in various trade fares.

SEO accounts for 16%; PPC – 13%; e-mail marketing – 14%; telemarketing – 9%; direct marketing – 7%; all other advertising activities together, including PR, print and online banner advertising – 25%.  

According to the respondents, they only spend about 10% of their total ad budgets on blogs and social media. It means that investing in SEO is much more advantageous in terms of gained traffic, comparing to blogs and social media. To compare: Respondents claim to spend on average around 12% of total ad budgets on SEO, which delivered them 16% of total traffic. E-mail marketing seems to be quite effective too: 14% of traffic for 10% of the budget.

And yet, HubSpot stresses that the use of the “new” digital marketing instruments are more profitable, than the use of “traditional” marketing instruments, like direct mailing, telemarketing or participation in trade fares.  

The main conclusion is: the companies, who spend half of their ad budgets on digital marketing instruments, pay on average $84 for each attracted client, while for those companies, who spend most of their budgets on direct mailing, telemarketing and trade fares, one attracted client costs already $220.

It is a substantial difference. Therefore, it is not a surprise that digital marketing channels are mostly used by the smaller companies, who have a tighter budget. The companies, who employ less than 50 people, use blogs 3 times more often than larger companies and spend 36% more of their budgets on SEO.

The authors of the survey admit that the corporate blogs are the most popular social “applications” among the companies today. 3/4 of the respondents mentioned that their companies have tried to use a blog and that this instrument turned out to be “useful”, “important” and “significant” to their businesses. Almost half of the respondents do use a blog and 3/4 of them publish posts on their corporate blogs at least once a week.
According to Mike Volpe, the marketing vice-president of HubSpot, the blogs help the companies not only to establish a relationship with the consumers, but also to get higher rankings in the search engines. So, blogs are also a SEO instrument.

Also, it seems that people tend to trust the information in the blogs of small and medium companies more than in the blogs of larger companies. Mike Volpe says that the reason for this is the fact that smaller companies look more sincere, because they are less perfectionistic about their blog posts than the bigger companies. Posts published by smaller companies look more “natural” and true.

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