Digital marketing has evolved far beyond publishing regular blog posts and broadcasting them through brand-owned channels.It used to work pretty well about a decade ago but it will hardly produce just about any results these days.
We live in the era of an always multitasking, ever-moving consumer who is hard to impress. These days most brands were forced to up their content creation game and start producing in-depth and interactive content, investing into video creation and designing original graphics.
However, it is not enough. While content quality is fundamental, your content strategy will fail to have any impact on your company’s bottom line unless it is optimized for capturing and nurturing leads.
Step 1: Optimize for the Customers Journeys, not Just Keywords
Every content creator knows what keyword research is and how to find keywords for their next piece.
Well, this is no longer enough.
Instead of targeting keywords,target a customer's experiences.
Behind each search query,there’s that searchers intent,i.e. what they are hoping to do when they see search results. As Lior Krolewicz of Yael Consulting,explains:purchasing intent is a measurement of the likelihood that a given individual will be purchasing specific goods or services at some point in the future. This is an incredibly powerful statistic,as it allows you to target people who are already in the market for what you are selling.
As buying journeys are becoming more and more complicated and unpredictable,you may adopt an even more robust approach.
In other words,for every content you are thinking to create next,identify:
Which keywords (and questions) your target reader is likely to type into the search box when looking for something your content is answering / solving
What may have brought them to search for those specific queries (Are they in the middle of the project? Are they in the process of buying something? Are they fighting a condition? etc.)
Create content that serves #2 in the best possible way. Provide directions and downloads which would match all possible scenarios that may have brought people to your site.
This is how you create the most useful and most engaging content: You give your site visitors exactly what they were looking for.
Google search may give you lots of clues as to those customer journeys you need to match through your content. For example, if you search for something like [brand kit], you will see Google suggesting that many of their users are interested in samples, mockups and psd files, so this is something that would be helpful:
If you are writing content on creating a brand kit, include various downloads for your readers to be able to grab and play with right away.
A semantic research tool called Text Optimizer will also help you identify those various helpful angles and assets that will make your content irresistible.
Text Optimizer analyzes search results for any given search query and extracts associated concepts to give you a better idea how to satisfy your target reader better.The more suggestions you implement in your content,the better job it is going to do at matching your content to various browsing journeys.
Semantic analysis is certainly not a new concept but too many brands are still not utilizing it (and even have no idea what it is), so that tool is a nice way to start.
Step 2: Hook up Your Optin Forms to a Customer Relationship Management Platform
Most websites are using optin forms to get those lurkers to subscribe to an email list for businesses and writers to be able to build some type of relationships with them (and probably convert them into buyers later).
Well, this tactic is getting old.
Firstly, people are less and less willing to give away their email addresses. Secondly, our email inboxes are so cluttered these days that it is next to impossible to get your marketing email noticed.
It is high time that we rethink our lead nurturing process. Two possible ways to try out are:
Hook up your opt-in forms to a customer relationship management platform. Hubspot provides one for free, but there are more CRM options to consider. A CRM platform will help you organize your contacts and develop a more comprehensive strategy of reaching out to them. You can use social media, keep a detailed record of all your interactions and identify best ways to turn your readers into buyers.
Use Facebook retargeting to be able to reach out to your content readers with personalized ads through the platform. This will allow you to get in touch with those people who chose not to subscribe to your list. Here how to install Facebook’s pixel on your site.
Both of these methods do not require any technical skills to implement while allowing for multiple cross-channel marketing opportunities. Capture your content readers’ attention around the web!
Step 3: Monitor and Re-Evaluate Your Conversion Funnel
Finally, changing the way you evaluate your content effectiveness is a must if you want to better understand which of those articles do the best job matching your customers journeys.
Google Analytics is the most obvious option here, only it is not easy to figure out. Finteza is another option, especially with their“Funnels”option allowing you to clearly see which pages“funnel”web users into becoming leads and buyers.
Creating a funnel is easy:Simply select your article URL and then any number of“desired”actions (clicks, form fills, etc.)you’d like your article readers to perform.Finteza will show just how many users proceed interacting with your site the way you have planned this out:
You can also slice and dice your data to see more detailed information.For example,you can evaluate how mobile users are converting on that page. Or you can even narrow it down to any specific mobile device model. This is very helpful in developing customer personas and adjusting your page elements to engage your users better.
It is also a smart idea to include this evaluation in your monthly website audit routine to ensure it is performed on a regular basis. This way your content and SEO strategies will be more integrated, and hence more effective.
There’s also no shortage of engagement tools allowing you to diversify your CTAs,personalize your message and follow your customers’ journeys around the web.
A content marketing strategy is ever evolving. There’s never a point where you can say “I have found the most effective way to create and market content”.It is never going to happen.
Hopefully,the three steps above will help you find a few new ideas to experiment with. Good luck!
This past May, we announced that page experience signals would be included in Google Search ranking. These signals measure how users perceive the experience of interacting with a web page and contribute to our ongoing work to ensure people get the most helpful and enjoyable experiences from the web. In the past several months, we've seen a median 70% increase in the number of users engaging with Lighthouse and PageSpeed Insights, and many site owners using Search Console's Core Web Vitals report to identify opportunities for improvement.
Today we're announcing that the page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.
The change for non-AMP content to become eligible to appear in the mobile Top Stories feature in Search will also roll out in May 2021. Any page that meets the Google News content policies will be eligible and we will prioritize pages with great page experience, whether implemented using AMP or any other web technology, as we rank the results.
In addition to the timing updates described above, we plan to test a visual indicator that highlights pages in search results that have great page experience.
A New Way of Highlighting Great Experiences in Google Search
We believe that providing information about the quality of a web page's experience can be helpful to users in choosing the search result that they want to visit. On results, the snippet or image preview helps provide topical context for users to know what information a page can provide. Visual indicators on the results are another way to do the same, and we are working on one that identifies pages that have met all of the page experience criteria. We plan to test this soon and if the testing is successful, it will launch in May 2021 and we'll share more details on the progress of this in the coming months.
The Tools Publishers Need for Improving Page Experience
To get ready for these changes, we have released a variety of tools that publishers can use to start improving their page experience. The first step is doing a site-wide audit of your pages to see where there is room for improvement. Search Console's report for Core Web Vitals gives you an overview of how your site is doing and a deep dive into issues. Once you've identified opportunities, PageSpeed Insights and Lighthouse can help you as you iterate on fixing any issues that you've uncovered. Head over to web.dev/vitals-tools for a roundup of all the tools you need to get started.
Additionally, AMP is one of the easiest and cost-effective ways for publishers looking to achieve great page experience outcomes. Based on the analysis that the AMP team has done, the majority of the AMP pages achieve great page experiences. If you're an AMP publisher, check out the recently launched AMP Page Experience Guide, a diagnostic tool that provides developers with actionable advice.
We continue to support AMP content in Google Search. If you publish an AMP version of your content, Google Search will link to that cache-optimized AMP version to help optimize delivery to users, just as is the case today.
At Google Search our mission is to help users find the most relevant and quality sites on the web. The goal with these updates is to highlight the best experiences and ensure that users can find the information they're looking for.
It’s hard to keep up with all the changes at Facebook (which is why we have our Facebook updates post refreshed monthly), and it can be even more difficult to know what they all mean. That’s why keeping up with the latest Facebook statistics is so important, especially when planning your marketing strategy or convincing your boss to try a new platform.
We can help with that. We’ve gone digging through all the latest research and case studies to find information about Facebook users, their behavior, what marketers can expect, and trends on the platform overall. These can help you shape your marketing and advertising strategies, armed with the most up-to-date knowledge about the platform and how it impacts you.
We did the heavy lifting and selected the Facebook statistics you must know to plan your 2021 marketing strategy and achieve the success you deserve with your Facebook advertising. In this post, we’re going to take a look at the 27 Facebook marketing statistics that you need to know as we move into 2021, all of which are up to date and from reliable sources.
Facebook Demographics & Usage Statistics
Understanding who is using Facebook and how will play an important part in deciding what strategies you should use.
Here are the big Facebook demographic statistics to watch.
1. There are 1.82 billion daily active users on Facebook, as of 2020, and over 2.7 billion monthly active users.
Facebook is still seeing consistent growth in usage, meaning that there’s a huge chance to connect with a large portion of your target audience. Despite many people publicly expressing concern about Facebook due to privacy and transparency concerns, there’s no decrease in the number of users signing up and using the app.
2. Approximately 74% of Facebook users visit the site at least once daily.
This means there are more opportunities to reach users, especially since about half of all users are opening the site at least twice per day. Whether you’re using organic marketing or paid ads, keep this in mind; this platform is still valuable.
3. People spend an average of 38 minutes per day on Facebook.
With people on the platform for this long, this is more than just idle scrolling every time they log on. People are engaging, socializing, and making connections. We’ll look at how exactly they’re doing that a little later on.
4. Facebook has more than 500 million daily viewers on Stories.
While this may seem like only a small fraction of the overall number of users on Facebook daily, this is still a huge percentage, especially considering that the Stories feature is growing. I always recommend that my clients use Stories, just because it helps your organic reach and increases the likelihood that engaged audience members will see your content on a regular basis.
Keep in mind that you should absolutely be using this feature for Instagram too, so taking a little extra time to upload Stories on Facebook, is easy.
5. Facebook users made an average of 5 comments, 12 post likes, 1 share, and 1 Page like in October 2020.
They’re engaged, but quietly; this shows that many users are most likely to comment or like content when it’s directly relevant to them. Many more will see content, process it, and not engage.
6. The average engagement rate for Pages with fewer than 10,000 fans is about .52%, but as you gain more fans, the average decreases.
The engagement rate drops to .28% when you have somewhere between 10,000-100,000 fans, and only .10% when you have over 100,000 fans. Focusing on creating user-oriented content that your audience will be receptive to can help keep engagement rates high, but creating Facebook Groups can also help combat low reach and engagement rates.
7. WhatsApp (which is owned by Facebook) and Facebook Messenger are the two most popular Messenger apps all over the world.
WhatsApp is the most popular in 138 countries, and Facebook Messenger is the most popular in 74. The third-place option is Viber, which is only the most popular in 7 countries. Since there’s been a Whatsapp, Messenger, and Instagram Direct integration, expect that this will be a primary method of social communication between you and your customers.
Image source: Hootsuite
Facebook Marketing Statistics
We know there’s a huge opportunity for connecting with our audience, so now let’s take a look at several general marketing statistics that showcase some buyer behavior, marketer behavior, and more.
8. Facebook has a total of 90 million Pages for SMBs.
This does, unfortunately, mean that the competition is fierce and that more businesses are flocking to the platform. That being said, many small and medium businesses (and even larger ones) fail to engage their audiences properly; if you’re able to do so, you’ll be good to go.
9. The average organic reach for a Facebook post is 5.2% of the Page’s total likes.
The key phrase here is “average,” because brands with consistently lower-engaging content and less on-platform activity will see reach rates even lower. Still, it’s good to have a solid number as a guideline, and to know what to expect.
10. 1.4 billion people have joined Facebook Groups that they derive value from.
Facebook Groups was the big thing of 2018. More groups are popping up, and we’re rapidly getting new features (including the option to create paid groups and some outstanding group insights). If your business is able to create a branded group that provides value and a sense of community to your customers, you’ll have a better chance to showing up in their feed and building a relationship with them on social.
11. 78% of American consumers say they’ve discovered products on Facebook.
That’s an enormous percentage, and it shows that people are willing to come across products and services that would be useful to them and purchase. They just need to see ad copy that’s engaging and directly relevant to them, and they might need to see ads from a company a few times before they convert.
12. Posts with images account for 55% of total Page posts; video posts account for 22.2%, and link posts make up 18.5%.
Pages and businesses understand the importance of adding media to their content, knowing it can lead to both boosts in engagement and the algorithm (which, of course, go hand-in-hand). The majority of your Page posts should include at least one visual element for best performance.
Image source: Hootsuite
13. Facebook is the second most popular social media platform, used by 74% of users ages 16-64 in a one-month period.
YouTube was first, with 79% usage. Facebook Messenger was third at at 55%, and Instagram was fourth at 52%, keeping multiple platforms in the Facebook family in the top four.
14. 17% of users in one study cited “following brands or companies” as a reason why they used Facebook.
While 88% said they jointed the platform to keep in touch with friends and family, the fact that almost 1 in 5 users said that connecting with brands was a motivation for usage is significant. Users want to engage with brands, and it’s up to businesses to create interesting, valuable content to keep them paying attention.
Facebook Mobile Statistics
The whole world is going mobile, and Facebook is no exception. Let’s take a look at a few statistics that reflect on what this means for marketers.
15. 79% of Facebook users only access the site through mobile.
While a large number of users are exclusively using the app, the majority of users use mobile at least sometimes. All your content should be mobile-optimized: i.e., vertical videos, readable posts with short paragraphs, and mobile-ready landing pages.
16. 80.5% of Facebook access on mobile happens on Android devices, and 14.3% happens on iOS.
Image source: Hootsuite
This shows the importance of ensuring that your ads (and their landing pages) are compatible with both device types. It’s also a good reminder to run app installation ads targeted to users of the correct iOS, sending them to the right landing page for their specific device.
17. 96% of Facebook visits are made on smartphones.
The fact that such a small percentage of Facebook visits happen on desktop is significant. That being said, sometimes longer duration periods of usage will happen on desktop, but you need to be ready to capture users no matter what platform they’re using.
18. The mobile share of ad revenue has skyrocketed over the past decade from 11% in 2012 to around 94% in Q3 2019.
This is anything but surprising since mobile usage has increased so dramatically and is now the most common type of device used to access the site. As a result, advertisers must remember to use mobile-first creatives that will display well on phones and tablets. This is only a trend that will likely continue well into the coming years.
Facebook Ads Statistics
You knew we couldn’t have a post on Facebook statistics without including a section on Facebook Ads!
Here’s some of the latest research about how users are interacting with our ads and the impact you might see from them.
19. Facebook (and its ads) accounts for 80.4% of U.S. social referral share to eCommerce and retail sites.
That’s slightly more than one out of four customers who click on your ad. This shows the power of connecting with the right audience. While many businesses are focusing on other platforms, this is a reminder of what a powerhouse Facebook is.
20. The average Facebook user clicks on 11 ads per month.
Despite some people vocally complaining about on-platform ads, most users don’t actually have an issue with ads themselves, and are happy to engage with ads that are directly relevant to them.
21. The average cost per ad has decreased throughout 2020.
While ad cost had started decreasing in Q4 of 2019, some experts believe that in 2020 costs continued to fall due to some businesses investing less into the platform due to COVID-related budget restrictions.
22. The average CPC on Facebook was $0.39 as of September 2020.
Ad costs fluctuate, and they typically do have a temporary increase during the end-of-year holiday season, but this is an affordable, accessible price for a large number of brands.
23. Brands can reach approximately 2.14 billion users on Facebook with the ad system.
Many of these users admittedly won’t be in your target audience, but even 1% of 2.1 billion users is a pretty exceptional reach for scaling businesses.
24. The average video CTR ranges from 1.05% to 3.42% on Facebook Ads, varying by the age of the user.
Users 18-54 range from 1.05% to a 1.35% CTR. Users 55-64 have a 2.38% CTR, and those 65+ have a 3.42% CTR. Don’t count out older audiences, as they can be active participants on the platform.
Facebook Video Marketing Statistics
Facebook video marketing is incredibly important. Here are the biggest updates that you need to know.
25. Video that’s optimised for mobile (with vertical formats) has a 27% higher brand lift.
Think both in-feed videos and Story Ads. You want to be using 16:9 aspect ratios on your videos so they can take up the user’s full mobile screen. Including captions is also a helpful step, as we know that watching without sound is all too common.
26. Mobile accounts for more than 50% of Facebook’s ad revenue from video.
Mobile usage has consistently increased year-over-year, and with advertisers now optimizing for mobile accordingly, it’s no surprise that more users are consuming video ads on platform.
27. Facebook live video receives 6x more engagement than standard videos.
Users respond well to live video as a whole. They’ll sit in wait rooms before the live launches, attend “live” events on Facebook, and engage enthusiastically. Brands should be using this feature in their content strategy to increase engagement and build relationships with their target audience.
In 2021, Facebook is still essential for marketers and businesses of all sizes and from all industries.
Even with organic reach declining, both organic marketing and on-platform advertising offer huge potential to help you effectively connect with your audience in meaningful ways.
Users are still engaging with the platform regularly and enthusiastically, and they’re increasingly using it to find community instead of just getting updates.
If you keep that in mind, you’ll be able to adapt alongside the platform as it evolves and continue to see results, no matter how fierce the competition gets.