KEY TAKEAWAYS FROM HUBSPOT’S ULTIMATE LIST OF MARKETING STATISTICS FOR 2022

Written By Savannah Benavides

I know, I know, I sure do rave a lot about HubSpot. I promise I’ll take a break from the role of HubSpot hype woman soon, but one of their latest reports was so juicy I simply couldn’t resist.

The Ultimate List of Marketing Statistics for 2022 is pure marketing gold, and I didn’t want you to miss out. When it comes to digging through marketing tips on the internet, some statistics are more relevant than others depending on your industry, audience, location, etc.

i read the report through the lens of a business owner in the outdoor and adventure space

In sifting through these statistics and considering how they could be leveraged to inform effective marketing decisions, I found quite a few that felt especially relevant.

Based on my current clients in the outdoor/adventure industries and the problems they currently face, some of these statistics stand out more than others, and I wanted to bring them to you in a way that was easy to digest and even easier to leverage in upcoming campaigns or marketing initiatives for your business.

So without further ado, here are the top marketing statistics you don’t want to miss, broken down by category. I expand on a few key stats and how to use them, too!

search engine optimization (SEO)

  • Customers are around four times more loyal to eco-friendly businesses. (Net0, 2021)

    • If your products (or services) are eco-friendly in some capacity, or you’ve made strides to make a positive impact on our planet and environment, you should share this proudly across your website, social platforms, and more!

  • Email collection forms were the most successful at converting viewers, with a 15% conversion rate in 2020. (HubSpot State of Marketing Report, 2021)

  • 3.5% of ecommerce website visits via mobile are converted into purchases, compared to 3.9% on desktop. (Statista, 2021)

  • Over 50% of marketers say keyword rankings and organic traffic are the top ways they measure the success of their SEO strategies. (HubSpot State of Marketing Report, 2021)

  • 69% of marketers invested in SEO in 2021. (HubSpot State of Marketing Report, 2021)

    • Even if you don’t have room in the budget to invest financially in SEO, you can invest your time and energy into learning more about how to implement SEO strategies throughout your website, blog, and more! Or, book a fireside chat and we can talk more about how you can improve SEO for your business.

CONTENT MARKETING

  • 56% of marketers who leverage blogging say it's effective and 10% say it generates the biggest return on investment. (HubSpot Blog Research, 2021)

    • If your website doesn’t feature a blog (or your blog hasn’t been maintained), 2022 is your chance to ride the blogging wave. Hosting engaging and relevant blog content on your site is a highly impactful way to draw in new customers and provide value to existing ones.

  • 70% of marketers are actively investing in content marketing. (HubSpot, 2020)

  • Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)

  • 82% of marketers actively use content marketing. (HubSpot State of Marketing Report, 2021)

    • Content marketing includes blogs, email lists/newsletters, video content, apps, and more. Investing in the creation of content is crucial for success in 2022!

  • Video is the number one format marketers used in their content strategy in 2021. (HubSpot State of Marketing Report, 2021)

social media

  • Facebook is the primary content distribution channel for marketers today. (HubSpot State of Marketing Report, 2021)

  • Marketers believe Facebook is the most popular social media platform across all age groups. (HubSpot Blog Research, 2021)

  • eMarketer forecasts that Instagram will reach 1.1 billion users in 2022. (eMarketer, 2021)

  • Instagram is the second best performing social media platform for marketers. (HubSpot State of Marketing Report, 2021)

  • The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)

    • How often does your business post on social media? Creating a content strategy and content calendar can be a great way to keep you accountable. Consider batching content ahead of time on a weekly or monthly basis. Need help getting started? Book a fireside chat!

EMAIL MARKETING

  • Friday is typically the day with the highest clickthrough rates potential, at 2.7%. (Campaign Monitor, 2020)

  • 45% of small businesses with effective or very effective email copy have average open rates of 26% or higher. (AWeber, 2020)

    • While it isn’t necessarily difficult to create newsletter content for your email list, turning up the heat and leveraging the highest quality copy can have a massive impact on open and click rates.

  • From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)

    • Email marketing isn’t going anywhere, bestie. It’s time to jump in headfirst and invest time, energy, and $$$ into your newsletter and email marketing strategies. It doesn’t have to be scary!

  • Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)

  • Over 20% of marketers surveyed say that email design is improving their email engagement. (HubSpot, 2020)

LEAD GENERATION

  • 53% of marketers say email has been the most effective channel for early-stage lead generation. (Demand Gen Report, 2021)

    • By nurturing your dedicated community of email list subscribers, you can create lasting, loyal relationships. These relationships are great examples of high quality leads that you can convert into brand loyalists. Stop sleeping on email marketing!

  • 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)

  • Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020)

  • Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot, 2020)

  • Over 60% of marketers said their Customer Acquisition Cost (CAC) has increased in the past three years. (HubSpot, 2020)

ADVERTISING

  • Fewer people use ad blockers in 2020 (41%) than four years ago, in 2016 (52%). (Audience Project, 2020)

  • Across social channels, photo and imagery posts are the most-used content type to increase audience engagement.(HubSpot, 2020)

    • A picture is worth a thousand words dollars. Incorporate high quality, relevant photos and videos across your website and social content to grab your audience’s attention and help them paint a better, clearer picture of what you’re trying to say.

  • 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)

  • Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 10.4% by the end of 2022. (Statista, 2021)

  • Viewers say they’re 2x more likely to buy something they saw on YouTube. (Google, 2020)

MARKETING TECHNOLOGY

  • 28% of customers resolve issues with a company via messaging. (Zendesk, 2020)

  • The U.S. accounts for 47% of all smartphone users globally. Apple owns 50% of smartphone market share in the U.S. (Statista, 2021)

  • 80% of consumers say they’ll only download an app from a company they know and trust, and 72% are concerned apps are tracking their movements. (Sinch, 2020)

    • If your business is app-based, be as transparent as possible about what they’re really getting themselves into when downloading. This transparency will go a long way towards gaining their trust.

  • 62% of consumers would like to confirm service appointments via messaging, though just 41% do so today. (Sinch, 2020)

  • Consumers are 35x more likely to open mobile messages than emails. (Sinch, 2020)

    • Tap into SMS marketing strategies or app-based messaging to take customer communications up a notch in 2022.

SALES

  • Global retail sales are projected to amount to approximately 26 trillion U.S. dollars by 2022. (Statista, 2021)

  • 35% of salespeople say seasonality is the key reason why they're most successful during a certain period of the year, while 26% credit understanding industry trends as a major influence on success. (Pipedrive, 2020)

  • The paid channels with the highest ROI are Facebook and Google Search advertising. (HubSpot, 2020)

    • Consider making room for Facebook or Google Search investments in your 2022 marketing budget! These avenues will give you the biggest bang for your buck.

  • Salespeople active on social media report 45% more sales opportunities. (LinkedIn, 2020)

USE THESE TAKEAWAYS TO ELEVATE YOUR MARKETING

Many business owners prefer to make small tweaks over time instead of investing in a complete overhaul of their marketing strategies. Consider trying to incorporate a few of these insights each month to avoid overwhelm while slowly evolving your marketing strategy.

Still not sure where to start?

If you want to invest in some killer copy this year, or have an expert look over your content to identify areas of opportunity, get in touch so we can chat about what services might be best.

Savannah Benavides
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