Optify 2012 Benchmark Report: Google and Twitter Crush Competitors

Today we announced our Optify’s 2012 B2B Marketing Benchmark Report.  Optify’s study analyzed over 62 million visits from more than 600 small and medium-sized B2B websites (only US-based .com sites with 100 to 100,000 monthly visits) from January 1, 2012 to December 31, 2012 to determine the primary trends for online B2B marketing and share tips for B2B marketers and digital marketing agencies.

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If you don’t have time to download and review the report, we’ve developed an awesome infographic representing our key findings called Search and Deploy! Love that name :)

 

 

 

A summary of our key findings includes:

• Unlike more traditional market share reports such as the latest from ComScore, stating a 67% Search Share, our report shows that over the last year Google has increased its share of the search market to 90%+ (and growing) in the B2B sector. Bing was revealed as a distant second with approximately 5% of searches leading to B2B sites.

• Organic search is the strongest driver of known traffic to B2B sites with 41% of the traffic. In addition, Google is responsible for over 35% of all traffic to B2B websites making it the single most important referring domain in 2012.

• Blocked data continues to be a huge issue as “not provided” exceeds 40% of all organic visits from Google. Combined with visits from branded search terms, known keyword data from organic search continues to drop, leaving marketers with less than 40% of referring keywords.

•  While companies increased their investment in social media marketing, social media represented a small fraction of traffic and leads to B2B websites in 2012, contributing an average of 5% of all traffic and leads. Within social media, Twitter crushed Facebook in conversions 9-to-1 in lead generation campaigns.

• Email isn’t dead or even dying!  Email still shows high engagement rates with an average 2.9% conversion rate (well above the 1.6% overall average). This is a trend that keeps increasing as more B2B marketers leverage email for lead nurturing as well as lead generation.

Last night, Google announced their Q4 earnings – Google Profit Rises on Year-End Advertising Gain – demonstrating their dominance in Search and Advertising.  While Google’s earnings announcement surpassed analyst estimates, IMHO Google has continuously proven to be the uncontested leader in the Search market, and as our research shows, that advantage will certainly continue into the foreseeable future.

With such a clear domination of search and their obvious intent to eliminate keyword information (i.e. ‘Not Provided’), I believe it’s critical that marketers should immediately diversify their marketing programs beyond organic search to include content marketing, retargeting and especially focus on opt-in emails. Furthermore, it will come as no surprise if Google decides to begin monetizing more elements of its organic search data such as referring keywords, access to analytics or other, currently free services, leaving marketers no choice but to adhere to its terms.

If you are a digital marketing agency and the trusted advisor to your clients, please feel free to share out our information and encourage your customers to diversify their digital marketing strategy now!

Over the last week, I was able to speak on several press briefings regarding this study and expect to see the press coverage hit today.  As we see published articles and links, I will share the good news.

Thank you!

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