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Instagram first: More and more companies are using the social media platform
Instagram continues to develop into a popular social media platform for companies.
14% more companies are using Instagram than last year: 71% in total. The B2B sector accounts for just over 50% of those using the social media platform. It turns out that although there is still a lot of untapped potential here, Instagram is still developing further in B2B.
As with all B2B online marketing measures, the same applies to Instagram: it all depends on the right strategy. This offers a great opportunity to spread content further. This creates a closer relationship with customers in the long term. A look at Facebook and Twitter shows that other social media channels are currently even more popular. 82% of the B2B companies surveyed use Facebook, while the figure for Twitter is 63%.
Video content is increasing: Even in B2Bs
Things are looking much better for video platforms. Almost every B2B company, 92% of the companies surveyed, said they were present on the video & media platform YouTube. In our article on video marketing in B2B, we explain what is important about video content in the B2B industry.
At a glance: Important B2B benchmarks
If you know what makes the competition tick, you can put your own marketing measures to the test. This is what the DDV study shows. If you compare your own values with the average B2B benchmarks of individual specialist areas, you can belgium number data correctly media platform assess the success of your marketing measures. Our overview shows which B2B benchmarks are particularly important for the areas of email marketing, website, search engine advertising (SEA) and social media marketing.
B2B Benchmarks for Email Marketing
When your mailing is opened by how many people from your mailing list has a decisive influence on the success and comparability of the measures. You should definitely keep an eye on the following key figures in B2B email marketing.
The opening rate
It shows the ratio between delivered emails and recipients who opened the mailing in percentage terms. In B2B, the average opening rate is 25%. A top value is 35% and more.
The response rate
It indicates how many of the recipients trends 2014/2015 in b2b online marketing responded to the mailing. A good response rate is between 10 and 15%.
The article from our email marketing partner Inxmail goes even deeper and takes a closer look at the key figures in the area of email marketing .
The cancellation rate
The unsubscribe rate indicates the percentage of recipients who unsubscribed from your mailings using the unsubscribe link. The average in the B2B industry is around 1%.
Important B2B Benchmarks for Websites
The website is your flagship. Defined key figures show whether it is performing well. The following key figures are crucial for B2B websites:
Visiting hours
How long do visitors actually stay on your site? On B2B websites, the average stay is usually 2-3 minutes. The best stay is over 5 minutes.
The bounce rate
It indicates the percentage of users who leave the site without taking any action. The lower the bounce rate, the better the result for your website. But don’t forget that a high bounce rate doesn’t always automatically indicate a bad website. The average bounce rate on B2B websites is around 50%.
The organic search
Organic search indicates in percent how many media platform visitors visit your website – apart from paid ads. In other words, the proportion of visitors who come to the site via the ranking position. For B2B websites, this proportion is on average around 40%.
The conversion rate
Depending on the goals set for the website, the conversion rate indicates how many conversions were made. Depending on the website, there are different conversions: registering for a newsletter, filling out and submitting the contact form, or purchasing a product.
The returning visitors
Another important value for website performance is the rate of returning visitors. This represents the percentage of users who visit the site repeatedly. For the B2B industry, a value of around 35% is considered average. The top value is over 50%.
The pages per visit
Self-explanatory and quite relevant. How many pages does your visitor look at when they come to your website? On average in the industry it is about 3 pages.
The cost per lead
The CPL is, like the CPC, a billing model. If the billing for the ad placement is set using the CPL, the following applies in contrast to the CPC: The amount for the advertiser is only billed when the user not only clicks on the banner, but also leaves their contact details. For example, for a newsletter or when placing an online order.
These SEA metrics are important
The click rate (CTR)
The metric describes how often users click on an ad after seeing it. It shows the ratio between impressions and clicks. In the B2B sector, the average value is 2%, with top values being achieved with a click rate of over 3.5%.
The cost per click (CPC)
How much money do you spend when a user clicks on your advertising material, e.g. the ad? The average click price that has to be paid per media platform click on an ad is around €3 in the B2B industry. In general, the more is paid for a click, the higher the placement on the page.
The conversion rate (CVR)
The conversion rate indicates the percentage ratio of clicks and conversions (i.e. how many users came to the website via the ad and completed line data the transaction). The average B2B conversion rate is 3%.
The cost per lead (CPL)
The CPL is also crucial for SEA. With the CPL as a billing model, the advertiser only has to pay a fee if the user leaves their contact details after clicking on the ad – for example when registering for a newsletter or placing an order.
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