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The marketing industry moves quickly and it’s often difficult to keep up with the shifts in technology, spending, effectiveness and consumer behavior. We have collected and curated the most compelling local and small business marketing statistics for you, from social media statistics and mobile marketing to SEO statistics and effective lead generation strategies.

We hope you find our centralized list of local marketing stats helpful!


Marketing Statistics by Category

Click on the marketing statistic category to jump to that section

 

 



Advertising Statistics

There is almost always a cost associated with advertising (unless you have some sort of partnership) because you are having a third-party agency promote your business to a targeted audience. Many businesses that are in the infant stages of marketing themselves choose to use advertising as a supplement to longer-term marketing tactics. The theory behind this strategy is that as long-term marketing efforts build over time, advertising fills in the short-term gap. By supplementing an organic marketing plan with paid advertising, businesses ensure that there is never a gap in their promotion.

  • Digital ad spending will grow 19% to $129.34 billion and account for 54.2% of estimated total US ad spending in 2019 – for the first time ever, digital ad spend will surpass traditional (eMarketer)
  • Mobile ad spending now accounts for more than two-thirds of digital ad spend, or $87.06 billion (eMarketer)
  • In 2019, advertisers are more interested in audiences than anything else – quality over quantity has reached a new level of importance (WNIP)
  • 65% of digital media will be programmatic in 2019 (WNIP)
  • 26% of US adults are almost always online and 77% of all US adults go online daily (Pew Research)
  • 50% of all searches will be voice search by 2020 (comScore)
  • 72% of people who own voice-activated speakers say their devices are used as part of their daily routines (Google)
  • 22% of US smart speaker owners have purchase something using their devices (Edison Research)

Content Marketing Statistics

The goal of content marketing is to attract and retain customers by providing highly relevant and valuable content, with the intention of influencing or changing behavior. Content marketing provides businesses with long-term ROI by boosting your owned media assets (as opposed to “paid”). By incorporating content into your overall marketing strategy, you increase the effectiveness of owned, earned and paid media channels.

  • 93% view content as a business asset (direct investment and a goal of increasing value over time) (Content Marketing Institute)
  • 75% of marketers are increasing investment in content marketing (PointVisible)
  • 70% of internet users want to learn about products through content vs. traditional ads (Cision)
  • 51% of content consumption is derived from organic search results (BrightEdge)
  • 84% of people expect brands to produce content that entertains, provides solutions and produces experiences and events (Cision)
  • 72% of marketers say they are challenged with managing content strategically (Content Marketing Institute)
  • 51% of marketers say their company has not acquired the right technology to effectively manage content across the organization (Content Marketing Institute)
  • 65% find it challenging to produce engaging content (Zazzle Media)
  • 61% of businesses are challenged with having enough staff skilled to implement an effective content strategy (Content Marketing Institute)
  • Blog creation is a top priority for 53% of marketers (HubSpot)
  • On average, conversion rates are six times higher for companies and brands using content marketing than those that aren’t, at 2.9% vs. 0.5%, respectively (Aberdeen Group)
  • B2B businesses allocate 25% of their marketing budgets to content marketing (Content Marketing Institute)
  • Top 3 formats B2B businesses use to distribute content: Email, Social Media and Blogs (Content Marketing Institute)
  • 66% of content marketers use paid ads to promote their content (Search Engine Watch)
  • 61% of B2B content marketers have increased their use of social media for content marketing purposes compared to one year ago (Search Engine Watch)

Content Graphic

Directory Optimization Statistics

Ensuring customers can find your business when searching online is as important as the signage in front of your business establishment. A strong local SEO strategy is key to driving traffic in your door. And the first step is ensuring your listings are accurate across hundreds of online directories.

  • To rank well in local search, businesses must have consistent NAP data (name, address, phone), website, hours and more, across all major listing directories (Vendasta)
  • 86% of businesses have either missing or incorrect company name information listed across all listing sources (Vendasta)
  • Only 7% of businesses have correct website information across all listing sources (Vendasta)
  • 46% of all searches on Google are seeking local information (Search Engine Roundtable)
  • 88% of consumers who do a local search on their smartphone visit or call a store within a day (Nectafy)
  • 72% of consumers who search for a local business, end up visiting stores within five miles (Wordstream)
  • 80% of consumers lose trust in local businesses if they see incorrect or inconsistent contact details or business names online (BrightLocal)
  • Upon finding an inaccurate listing, consumers are more likely to blame the local business than the directory (BrightLocal)
  • 71% have felt the effect of inaccurate listings (BrightLocal)
  • “Near me” mobile searches that contain a variant of “can I buy” or “to buy” have grown over 500% in the past two years (Google)
  • 30% of mobile searches are seeking location information (Google)
  • 56% of local businesses have yet to claim their Google My Business listing (LSA Insider)

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Email Marketing Statistics

Despite the wealth of new technologies and marketing channels, email continues to be one of the most effective marketing channels for small businesses. Everyone has email and uses it daily from work accounts to checking their mobile phones. Email is pervasive, effective and can be easy.

  • 245 billion emails are sent every day (Radicati Group)
  • 61% of emails are opened on mobile (Adestra)
  • Consumers prefer weekly email communication from brands (Statista)
  • Transactional emails have 8X more opens and clicks than any other type of email and can generate 6X more revenue (Experian)
  • 60% of brands use mass sends instead of personalized email (Statista)
  • 93% of B2B marketers use email to distribute content (Content Marketing Institute)
  • 95% of companies using marketing automation are taking advantage of email marketing (Regalix)
  • 80% of professionals agree email marketing drives customer acquisition and retention (eMarketer)
  • 59% of consumers say marketing emails influence their purchase decisions (SaleCycle)

Mobile Usage Statistics

Mobile remains one of the most exciting and explosive areas of growth in the industry. Why? Primarily because of its ability to provide users with highly relevant products and services based on location and device.

  • Smartphone usage grew at three times the rate of smartwatches in 2018 (Deloitte)
  • The average smartphone user checks their phone 80 times a day (NY Post)
  • US consumers now spend more time with their mobile device than they do watching TV (eMarketer)
  • The average smartphone user will spend 3 hours, 10 minutes on their device every day (eMarketer)
  • 90% of time spent on smartphones is in apps (eMarketer)
  • Mobile is the preferred device for most online activities, including checking social media and watching videos (Deloitte)
  • 59% of customers started searching for the product they bought using a mobile device (Statista)
  • 60% of Google searches are conducted on a mobile device (Statista)
  • Google captures 95% of the US mobile search engine market (Statista)
  • People have twice as many interactions with brand on mobile than anywhere else (Google)

Mobile Graphic

Online Display Statistics

One common form of paid advertising is online display. These brand building and actionable ads can be targeted based on demographic, zip code and interests of your target market. Whereas paid search ads appear on search engine results pages, online display ads appear on the websites your target market visits.

  • Google’s Display Network is the largest in the world with 90% reach across all internet users worldwide (Google)
  • The Google Display Network portfolio includes 65% of comScore’s top 100 sites (Google)
  • 210 million unique visitors see ads served by the Google Display Network each month in the US (Google)
  • Leaderboard ads (banners across the top of the website) are the top performing ad size (Google)
  • Users that are retargeted to are 70% more likely to convert (Digital Information World)
  • Nearly 3 out of 5 online buyers said they notice ads for products they looked up on other sites (Digital Information World)
  • Native ads that include rich media boost conversion rates by up to 60% (Social Times)
  • After being served up an ad, internet users will: 31% click on the ad; 27% search for product, company or brand; 21% type company web address into browser or 9% research more information about a product (ClickZ)
  • 70% of marketers fail to target consumers with behavioral data (ClickZ)
  • A blog webpage that ranks in the top 10 for search results has an average word count of 2,000 (Quick Sprout)

Ratings and Reviews Statistics

When it comes to ratings and reviews, being proactive is key. Multiple research studies have shown that consumers trust online reviews as much as personal recommendations. Reviews don’t only impact your customers’ perception; they can also impact your search ranking. Reviews play into search algorithms as they speak to your trustworthiness and authority.

  • Top 3 online review sites: Yelp, Facebook and Amazon
  • 86% of consumers read online reviews before visiting a business (BrightLocal)
  • Consumers read an average of 10 online reviews (BrightLocal)
  • 91% trust online reviews as much as personal recommendations (BrightLocal)
  • 57% of consumers will only use a business if it has 4 or more stars (BrightLocal)
  • Customers are likely to spend 31% more on a business with excellent reviews (Global Reach)
  • 89% of consumers read business’s responses to reviews (BrightLocal)
  • 52% of customers expect to hear back from brands within 7 days of writing an online review – either positive or negative (ReviewTrackers)
  • 70% of unhappy customers will use the business again if the issue is resolved (All Business)
  • There are 26,380 Yelp reviews posted every minute (Vendasta)

Search Engine Marketing Statistics

As traffic to Google, Yahoo and other major search engines increases, it is imperative local businesses are found in top results. To do this, most businesses find a mix of organic and paid activities are necessary.

  • Google processes over 40,000 search queries every second (Internet Live Stats)
  • The volume of Google searches grows by roughly 10% every year (Internet Live Stats)
  • Every year, between 16-20% of Google searches are new – have never been searched before (Internet Live Stats)
  • The average Google search sessions last under one minute (Moz)
  • 65% of clicks on paid Google search results come from mobile devices (Statista)
  • Microsoft sites (aka Bing) account for 24.7% of all search engine traffic (Statista)
  • 40% of small businesses plan to use paid online advertising (Statista)

Search Engine Optimization (SEO) Statistics

SEO is a marketing practice that uses keyword research to help businesses establish a credible online image. In other words, focusing on important search engine ranking factors helps to bring your website to the first page of search results, raising brand awareness and increasing online visibility. Visibility allows you to capture more consumers. An active SEO strategy will make sure you are the best answer to what a consumer is asking the search engine, helping to bring in more relevant traffic, improve bounce rates, and increase the potential for customer conversions.

  • 93% of online experiences start with a search engine (TechJury)
  • 4 out of 5 consumers use search engines for local information (Google)
  • 46% of all Google searches are local (Google)
  • Organic search equates to 94% of all web traffic (Hubspot)
  • 60% of users click on one of the top three search results (Search Engine Watch)
  • 50% of searches are 4 words or longer (Wordstream)
  • Google’s algorithm changes more than 500 times per year (Wikipedia)
  • 51% of smartphone users have discovered a new company through search (Google)
  • 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority (Hubspot)
  • The first organic desktop listing gets 19.3% of clicks (SEOClarity)
  • The first organic mobile listing gets 27.7% of clicks (SEOClarity)
  • 75% of internet users never scroll past the first page of search results (Forbes)
  • 50% of internet users are more likely to click a result if the brand appears multiple times in the search engine results (Search Engine People)SEO vs SEM Statistics

Social Media Statistics

Understanding how to navigate the world of social media is necessary for every local business. With nearly 80% of all Americans using social media, it’s imperative your business has a presence across multiple networks.

  • 7 out of 10 Americans use social media (Pew Research)
  • The average American uses 3 social media platforms (Pew Research)
  • The average adult in the US spends 1 hour and 14 minutes per day on social media (eMarketer)
  • 80% of social media users access social channels via a mobile device (Merkle)
  • 57% of consumers say social media influences their shopping (Marketing Dive)
  • 73% of businesses feel social media marketing is effective (Buffer)
  • 71% of consumers that have a positive experience with a brand on social media are likely to recommend the brand to their friends and family (Forbes)

Leading Social Media Platforms

Facebook

  • 68% of Americans use Facebook (Pew Research)
  • Facebook is the platform used by the widest range of demographic groups (Pew Research)
  • 74% of users visit Facebook every day and 51% visit the social media site multiple times a day (Pew Research)
  • 38 minutes is the average daily time spent on Facebook (eMarketer)
  • 96% of Facebook users access it on mobile (Statista)
  • 78% of user have found products on Facebook (Kleiner Perkins)
  • 39% of users will follow a Facebook page in order to receive a special offer (Kentico)
  • 43% of users get their news from Facebook (Pew Research)
  • 85% of Facebook video is watched without sound (DigiDay)
  • Facebook users spend 3x as much time watching a Live video than a pre-recorded one (Social Media Today)
  • Video posts have 135% greater organic reach than photo posts (Social Bakers)
  • 97% of B2C brands include Facebook in their digital marketing mix (Statista)
  • 91% of B2B marketers include Facebook in their digital marketing mix (Statista)

Instagram

  • Instagram is becoming the fastest growing social network (Statista)
  • There are 500 million (global) daily active users (Instagram)
  • 60% of users visit Instagram every day and 42% visit the social media site multiple times a day (Pew Research)
  • 35% of Americans use Instagram (Pew Research)
  • 26 minutes is the average daily time spent on Instagram (eMarketer)
  • Instagram is most popular among those ages 18-24
  • 80% of all Instagram users follow a brand on Instagram (Instagram)
  • 60% of people say they discover new products on Instagram (Instagram)
  • More than one-third of Instagram users have used their mobile device to buy something online (Global WebIndex)
  • Posts tagged with a location see 79% higher engagement than posts not tagged with a location (Fourth Source)
  • 78% of B2C brands include Instagram in their digital marketing mix (Statista)
  • 66% of B2B marketers include Instagram in their digital marketing mix (Statista)

LinkedIn

  • LinkedIn currently has over 303 million active users (Pew Research)
  • 40% of users visit the site daily (Kinsta)
  • 97% of B2B marketers use LinkedIn as a content distribution channel (Content Marketing Institute)
  • 78% of B2B marketers say LinkedIn is the most effective social media platform for content marketing (Content Marketing Institute)
  • 80% of B2B marketers include LinkedIn in their digital marketing mix (Statista)
  • 46% of B2C marketers include LinkedIn in their digital marketing mix (Statista)
  • LinkedIn is responsible for 80% of B2B leads from social media (LinkedIn)
  • 90% of LinkedIn members also use Facebook (Pew Research)
  • 50% of Americans with a college degree use LinkedIn (Pew Research)
  • LinkedIn drives 46% of social media traffic visiting B2B company websites (LinkedIn)
  • More than half of all LinkedIn traffic, 57%, comes from mobile (Merkle)

Twitter

  • 500 million tweets are sent each day (Twitter)
  • 24% of Americans use Twitter (Pew Research)
  • User growth is predicted at less than 1% (eMarketer)
  • 46% of users visit Twitter every day and 25% visit the social media site multiple times a day (Pew Research)
  • People are 31% more likely to recall what they saw on Twitter (Twitter)
  • 75% of B2B businesses market on Twitter (Statista)
  • 57% of B2C marketers use Twitter (Statista)
  • 40% of users say they’ve made a purchase because of an influencer’s tweet (Twitter)
  • Tweets with a GIF have 55% more engagement than those without (Twitter)

Text Messaging Statistics

Businesses are quickly finding text messaging is an important complement to other marketing initiatives. With text messaging, businesses can connect and engage with customers on the device they use most often.

  • 240 million smartphone users check their phones 80 times a day (NY Post)
  • 98% of text messages are opened (txtsignal)
  • 82% of consumers user their mobile phones while out shopping (Google)
  • 3 out of 4 consumers want to receive offers via mobile (Digital Marketing Magazine)
  • 77% will spend more when redeeming mobile offers (invesp)
  • Only 48% of US companies use mobile coupons for marketing (invesp)
  • 84% of those using text messaging report an increase in new customers (Small Business Trends)
  • Text messaging has an 8x higher engagement rate than email (Retail Dive)
  • 61% of marketers still don’t use SMS (HuffPost)
  • 64% of consumers think companies that text value their time and are innovative (Customer Think)
  • 97% of companies found their customer communication was more efficient after launching texting initiatives (Power Reviews)

Test Messaging Statistics

Video Marketing Statistics

Video is versatile and engaging. It helps local businesses bring their brand to life, showcase products and services and can even serve as a recruiting piece to engage potential employees. And best of all, video marketing can take on many different forms, including professionally produced, live shoots, still imagery and even live feeds (think Facebook Live video).

  • 93% of businesses reported gaining a new customer as a direct result of a video posted on social media (Animoto)
  • 53% of customers engage with a brand after watching a video on social media (Brightcove)
  • 45% of customers find it helpful when videos have a distinct call to action (Brightcove)
  • Facebook, YouTube and Instagram are the top 3 platforms for marketers posting social marketing videos and video ads
  • Video ad spending has increased 53% in the past 2 years (IAB)
  • Of businesses using video marketing, 76% reported an increase in traffic due to video (Wyzowl)
  • Companies using video in their content marketing strategy show a 66% higher website conversion rate (Aberdeen Group)
  • 95% of people have watched an explainer video to learn more about products and services (Wyzowl)
  • Emails with video content lead to an increase in click-through rate of 200-300% (Forbes)

YouTube

  • 90% of Internet users access YouTube to watch online video (Statista)
  • 26% of viewers turn to YouTube several times a day (Statista)
  • YouTube is the world’s second largest search engine, outranked by Google
  • 300 hours of video are uploaded to YouTube every day (YouTube)
  • The average mobile viewing session lasts 40 minutes (YouTube)
  • 76% of adults watch YouTube on their mobile device (Google)
  • Home mobile YouTube viewing occurs primarily during prime time (Google)
  • 80% of YouTube users watched YouTube to help make a purchase decision (Google)

Website Statistics

Your website is your home base, your digital signage and your opportunity to connect all the pieces of your online strategy: search engine optimization, social media, review sites, video, etc.  The goal is to create an asset that helps convert new visitors (strong calls to action to call, connect via social or email, redeem deals and offers, all with great branding) and give existing customers a reason to come back. Your website is the crucial linchpin of your online strategy.

  • Only 64% of small businesses have a website (Clutch)
  • Among those without a website, 58% plan to build one (Clutch)
  • By end of year 2019, nearly all small business websites will be mobile friendly (Clutch)
  • 35% of small businesses feel their operation is too small to have a website (Clutch)
  • More than 28% of small businesses spend less than $500 on a website (Clutch)
  • The average load speed for top ranking websites is 1.9 seconds (MachMetrics)
  • The average mobile site loads in 22 seconds (Google)
  • 53% of mobile website visits are abandoned if a site takes more than 3 seconds to load (Google)
  • 57% of online traffic comes from smartphones and tablets (Search Engine Land)
  • 23% of small business websites get updated less than once a year (com)
  • 70% of small business websites have no call to action (Small Business Trends)
  • 50% of online sales are lost when visitors can’t find content (Small Business Trends)
  • 88% of consumers are less likely to return to a site after a bad experience (Econsultancy)
  • 85% of people think that a company’s mobile website should be as good or better than their desktop website (Econsultancy)
  • 57% of users say they won’t recommend a business with a poorly designed mobile site (socPub)
  • 74% of small business websites have no eCommerce (Small Business Trends)

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