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CRO for Inbound Marketing: 6 Conversion Optimization Initiatives to Implement Today


Conversion rate optimization (CRO) and inbound marketing go together like peanut butter and jelly. After all, nobody is more concerned with (and obsessed with) conversion rates than the inbound marketer.

But many inbound marketers find themselves navigating a new world of CRO with a sense that there’s so much to test, and they’re not quite sure where to start. Here are 6 CRO initiatives you can undertake today to help give your conversion rates—and inbound marketing performance—a boost.

1) Start learning with visitor heatmaps

In 2016, there’s really no excuse for running an inbound program without also running heat mapping software on your site’s core conversion pages. There’s just no substitute for seeing, with real tracking data, how site visitors are making their way through your conversion funnel. Simply put, the best and only true source of data is the experience of visitors themselves while they use your site.


A heatmap delivers an aggregate picture of the click activity on a page, giving you insight into the elements of the page design that are attracting attention and driving action. Here are a few examples of what to look for as you conduct your first visitor heatmap tests:

Confusing Page Elements

Are there elements on the page that get a lot of clicks but aren’t actually clickable? It might surprise you how many visitor clicks are wasted. You can often get a solid conversion rate bump just by making an element that visitors are telling you they want clickable, actually clickable.

Desired Content

Are visitors’ click patterns telling you what content they actually want to see? No matter how user-focused you might think your site design is, visitors sometimes have a way of telling you what’s really important. Is there a tab that’s hidden on page load that the majority of page visitors click to surface? You may want to make that the default page state. Is there a piece of content further down the page that seems to get an inordinate amount of visitor attention? You may want to test a version of the page that presents this information closer to the top of the page.  

Misplaced Priorities

Sometimes your heatmap test will reveal that an area of page that you put a lot of focus on is actually being ignored by site visitors. If you have a homepage carousel, this is a key area to watch in your first heatmap test. Are people actually using the carousel? The majority of homepage carousels we have tested simply do not convert beyond the content featured on the first slide, with first slide clicks often accounting for over 90% of total carousel engagement. If your test turns up similar results, it’s probably time to redesign that part of your homepage and ditch the carousel in favour of a well-designed CTA.

2) Try a different button color

Insignificant as it may seem, the color of your call-to-action (CTA) buttons on your site could be holding back your conversion rate. The good news is that testing it is easy, and doing so is a great way to get started with CRO.

Most conversion rate optimization platforms, such as Visual Website Optimizer, make split testing button colors incredibly simple—no developer or designer required.


There are plenty of articles singing the praises of red or orange buttons as top performers. Don’t believe the hype—our testing has shown that contrast is typically a more important determinant of success than any red or orange rule-of-thumb.

Start by testing complementary button colors that sit opposite of your site’s primary palette on the color wheel. Often, that extra contrast is exactly what’s needed to lift the page’s conversion performance. We’ve seen conversion rate lifts of over 25% simply from changing the color of a CTA button, which is well worth the minimal cost of testing.

3) A/B test your PPC landing page headlines

All right, sure—you could test headlines on any landing page. But I chose PPC landing pages for a reason: you’re paying to send people there, so you should try to get the most out of that traffic.

Most CRO platforms offer the ability to easily test landing page headlines. The harder part is coming up with the right headlines to test. As you build out your headline options, a quick Google search will reveal countless headline formulas that you can take for a test drive. And by all means, go ahead and give ‘em a try.

One bit of advice on headline writing: learn from the best. David Ogilvy’s copywriting genius is well-documented. And when you look at his bestselling headlines, you’ll notice that there isn’t a clear plug-and-play formula for success. There is, however, a lot of wisdom to be found in those timeless advertising headlines.

In developing my headline testing options for PPC landing pages, I like to generate a range of options that loosely fit within the following categories:  

Benefits-focused: Headlines that communicate the benefit of the product or service offering. e.g. “Get more leads faster with Inbound Marketing”

Descriptive: Headlines that tell you what the product or service is. e.g. “Conversion Optimized Inbound Marketing Services”

Emotional: Headlines that attempt to appeal to the reader on an emotional level, often describing a feeling they may get by purchasing a product or service. e.g. “You’re going to love being a better marketer”

Match the Ad: Particularly with PPC conversion funnels, many marketers have found their best results when there is symmetry between the search term someone uses, the PPC ad headline, and the landing page headline. For example, to capture people searching for “inbound marketing services”, you would make “Inbound Marketing Services” the headline for both the PPC ad AND the PPC landing page.

4) Split test your most visited landing page

It is important to draw a distinction between Split Testing and A/B Testing. While often used interchangeably, a helpful distinction is to use the term Split Testing when you’re testing designs that vary greatly from each other, while using A/B Testing to refer to when you’re testing two versions of a specific page element (e.g. testing 2 headline options on a landing page). 

Armed with new insights into how your visitors are experiencing the page and the headlines that are resonating best, you’re ready to create and split test a fresh landing page design.

In addition to translating learnings from earlier tests into your new design, consider taking this opportunity to answer additional key questions that leads might have, or testing a new conversion-focused design element (like, say, the old directional photo looking at the CTA button trick).


As you might expect, successful landing page tests often lead to even bigger gains as winning changes are duplicated elsewhere across the site. We reversed that scenario somewhat here at Kula Partners in an effort to test a new site design.

Earlier this year, using the landing page of one of our most downloaded content offers (the Executive’s Guide to Inbound Marketing), we started testing our new site design. Getting a sense of how people were interacting with the new layout and monitoring how well it converted proved extremely valuable in evolving the design and optimizing its flow.

And, while choosing your most-visited landing page for the test might not be the best approach in all instances, for many brands the benefit of getting statistically significant test results faster will outweigh the perceived risks of testing a highly visited page.

5) Mix up your email subject lines for improved open rates

Subject lines are the headlines of email. To once again borrow from Ogilvy, once you’ve written your headline (or email subject line, in this case), you’ve already spent 80% of your marketing investment.


It always surprises me how some people can spend countless hours in meetings nailing down the specifics of a promotion, only to hit send on the email with an atrocious, ill-considered subject line. It’s pretty simple—your message has to be opened to be actioned, and it’s the subject line that determines whether or not it gets opened.

Beyond the typical headline writing formulas, there are number of different subject line approaches to test. For example, while you have to be careful to not overdo it, adding personalization to your email subject lines is often a great way to boost open rates. Just make sure you’ve accounted for any contacts who do not have complete personalization data in your contact database.

While they aren’t right for every brand, using emojis in your subject lines has also been shown to deliver a nice open rate lift.

So test early and test often—there are real gains to be made by getting those subject lines right and getting more emails opened. 

6) Try a radically different lead nurturing sequence

This tip assumes you have some experience in inbound marketing, and you’ve already implemented a lead nurturing sequence. Unfortunately, too many inbound marketers treat their lead nurturing sequences as a set-it-and-forget-it exercise—quickly turning their attention to some of the, shall we say, sexier aspects of inbound.

If it’s been a while since you’ve reviewed your lead nurturing sequences, now might be the time to take a fresh look. Chances are, you know more as a marketer (and about the business you’re marketing) now than you did when you created the nurturing sequence. Moreover, you probably have more content to draw from now than when you started. Step back, ask the hard questions about the objections and curiosities that your leads have at various stages in the customer journey, and craft a new lead nurturing sequence from scratch.

Don’t feel like you have to adhere to the structure (number of emails, timing, etc.) of your current lead nurturing sequence. Take this opportunity to start with a clean slate. I’ve found that many inbound marketers’ first lead nurturing sequences have too few messages that are spaced too far apart. If that sounds like you, try integrating some recent blog posts or case studies into your nurture sequences to increase the number of messages you’re sending by 50% or more.

Today’s the second best time to start

If you’ve made it this far in the post, it’s safe to say that you’ve been thinking about CRO for a while now. Like a lot of things, the best time to start with CRO was probably years ago—and the second best time is now.

To recap (or to provide a TL;DR version for those of you who skipped right to the bottom), the 6 CRO initiatives you can implement today are:

  1. Start learning with visitor heatmaps: gain real user data to track and analyze behavior throughout your funnel
  2. Test button colors that sit opposite of your site’s primary palette on the color wheel
  3. A/B test the headlines on your PPC landing pages
  4. Split test your most-visited landing page to measure the success of design changes
  5. Take a critical look at your email subject lines, and try something different
  6. Radically overhaul your email lead nurturing sequence.

Optimizing your conversion rates will pay immediate dividends while giving your future inbound marketing efforts their best chance at success. So give these 6 tests a try, get comfortable with CRO, and get ready for better inbound marketing results.

Want to learn more about CRO for Inbound Marketing? Download a free copy of The Inbound Marketer’s Quick Start Guide to CRO





7 Amazingly Effective Lead Nurturing Tactics

ThinkstockPhotos-179225452-938101-edited.jpgAs companies adopt inbound marketing as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes very clear. In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table.

Implementing an effective lead nurturing strategy can have a huge impact on the results of your inbound marketing strategy. Research conducted by Forrester has shown that marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads. Furthermore, the research also reveals that companies that excel at lead nurturing generate 50% more sales at a 33% lower cost (Source: Forrester, 2014).

Despite the clear benefits of lead nurturing, a study by MarketingSherpa indicates that only 36% of marketers actively nurture their sales leads (Source: 2013 Email Marketing Benchmark Report). Without question, this means that there’s a huge opportunity for savvy marketers like you to implement effective lead nurturing strategies and gain an advantage over your competition.

So you are probably wondering…

  • Which lead nurturing tactics work best? 
  • What do super successful marketers do differently?
  • Or how do I get started with lead nurturing?

Lead nurturing is of course just one component that goes into executing an inbound marketing strategy. If you’d like to learn what super successful inbound marketers are doing differently to attract traffic, convert leads and close customers you can check out this comprehensive resource – An Epic Guide to Creating an Inbound Marketing Strategy.

Now let’s get down to it – we’ve read through dozens of reports, dug into the most recent data about lead nurturing and compiled this list of the seven amazingly effective lead nurturing tactics. 

7 Amazingly Effective Lead Nurturing Tactics

1) Targeted content – Leads nurtured with targeted content produce an increase in sales opportunities of more than 20% (Tweet this stat)

When it comes to lead nurturing, one size certainly does not fit all. As the research proves, strategically nurturing your leads using targeted content can significantly improve the results of your inbound marketing strategy.

Using targeted content for lead nurturing may seem obvious, but it’s something that marketers are struggling with. Last year Forrester Research reported that 33% of B2B marketers cite “targeted delivery of content” (i.e., delivering the right content, to the right people, at the right time) as their biggest lead nurturing challenge.

There are a few prerequisites for using targeted content for lead nurturing. First of all, you need to understand each of your unique buyer personas. Of course, you then need to create an assortment of targeted content designed to nurture each of your personas based on their interests, goals, objectives, and marketing triggers. Lastly, you need to have a marketing automation platform in place to help you identify, segment and target your unique buyer personas as you scale your inbound marketing strategy.  

2) Multi-channel lead nurturing – Four out of five marketers say their email open rates don’t exceed 20%. It’s time to think beyond the inbox. (Tweet this stat)

In the past, most lead nurturing strategies involved setting up a simple email drip campaign that would send out generic emails to a list of prospects. These day, email-only lead nurturing strategies have a few inherent problems.

For one thing, almost four out of five marketers say their email open rates don’t exceed 20% (Source: The State of B2B Lead Nurturing Survey, Oracle). On top of that, 79% of marketing leads never convert into sales. A lack of effective lead nurturing is the common cause of this poor performance (Source: MarketingSherpa).

Today, marketers like you are looking for new lead nurturing tactics and technologies that go beyond the limits of email. With the help of powerful marketing automation platforms, savvy marketers are now executing multi-channel lead nurturing strategies.

Effective multi-channel lead nurturing most commonly involve a combination of marketing automation, email marketing, social media, paid retargeting, dynamic website content and direct sales outreach. Because there are so many tactics involved, to execute this properly, you really need to ensure that your sales and marketing teams are well aligned and working cohesively.

3) Multiple Touches – Prospects receive an average of 10 touches from the time they enter the top of the funnel until they’re a closed-won customer (Tweet this stat)

While the buyers journey for every product and service can be quite different, research from the Marketing Lead Management Report indicates that on average, prospects receive ten marketing touches from the time they enter the top of funnel until they’re a closed won customers.

Interestingly, another research study from Demand Gen suggests that 49% of marketers include less than five touches in their lead nurturing programs (Source: 2015 Lead Nurturing Benchmark Study). If you’re in this category, it might be time to revamp your lead nurturing efforts a bit. 

As you can imagine, the most successful lead nurturing strategies deliver content that helps prospects progress through the buyer’s journey by addressing common questions and concerns. In addition to email tactics, consider how you can use a mix of content types like social media, blog posts, whitepapers, interactive calculators, or even direct mail, to nurture your prospects into customers. 

4) Timely Follow Ups – The odds of a lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website (Tweet this stat)

The benefits of immediate follow up calls seem quite evident, but most organizations still aren’t acting very quickly. A recent article in Harvard Business Review highlighted the surprisingly slow response times of most US based companies. Here are a few benchmarks from the study which included feedback from more than 2,240 US companies:

  • The average first response time of B2B companies to their leads was 42 hours
  • Only 37% of companies responded to their leads within an hour
  • 24% of companies took more than 24 hours
  • 23% of the companies never responded at all

Automated lead nurturing can help you reach large groups of prospects, but a timely followup email or a phone call is still quite often the best way to convert inbound leads into qualified sales opportunities. As several research studies have shown, the odds of converting a lead into a sales opportunity are exponentially higher when the lead is contacted immediately following a website conversion.

When you make a timely, well researched call to an inbound lead it’s far more effective than any volume of cold calling. You know exactly what the prospects is researching based their recent browsing behaviour and you also have enough information about the prospect to do some initial research about the organization they work for and their specific role within the company.

5) Personalized emails – Personalized emails generate up to 6 times higher revenue per email than non-personalized emails do (Tweet this stat)

Several research studies indicate that email marketing continues to be the most effective tactic for lead nurturing.  The research also consistently shows that personalized emails tend to produce significantly better results than generic email blasts. In fact, a recent study by Experian indicated that personalized emails can generate up to six times higher revenue per email than non-personalized campaigns do (Source: Experian Email Marketing Study).

As highlighted in this helpful blog post, there are all kinds of ways you can personalize your emails to improve your lead nurturing strategy. You can send triggered emails when someone downloads your gated content, clicks on links in your emails, visits certain pages on your website, or when they demonstrate a high level of engagement. When you combine the power of marketing personalization with behavioral triggered emails you can deliver the right marketing messages to the right people, at exactly the right times.

6) Lead Scoring – 68% of successful marketers cite lead scoring based on content and engagement as the most effective tactic for improving revenue contribution from lead nurturing (Tweet this stat)

As the 2013 Lead Generation Marketing Effectiveness Study revealed, 68% of successful marketers cite lead scoring based on content and engagement as the most effective tactic for improving revenue contribution from lead nurturing. With compelling research like that you’d think that everyone would be adopting lead scoring, but a recent study by MarketingSherpa indicates that only 21% of B2B marketers are using lead scoring.

For those who are new to the concept of lead scoring, it is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. Lead scoring can be implemented in most marketing automation platforms by assigning numeric values to certain website browsing behaviours, conversion events, or even social media interactions. The resulting score is used to determine which leads should be followed up with directly by a sales rep or which leads need to be nurtured further down the funnel. 

Based on this research, it seems as though lead scoring is an effective lead nurturing tactic that most marketers simply aren’t taking advantage of yet. 

7) Sales and Marketing Alignment – 89% of companies that align their sales and marketing lead nurturing efforts report measurable increases in the number of sales opportunities generated (Tweet this stat)

According to a study by market research firm CSO Insights, when both sales and marketing share responsibility for lead nurturing, companies experience a significant increase in conversion rates. As the 2014 Sales Performance Optimization Study revealed, 89% of companies that aligned sales and marketing lead generation efforts reported measurable increases in the number of leads that turned to opportunities as a result of continuous nurturing (Source: Sales Performance Optimization Study).

In order for both sales and marketing to contribute to lead nurturing you’ll need to identity when prospects should be transitioned between teams as they progress through the funnel. In creating your lead nurturing strategy, think about how you can use triggers like lead scoring, pageviews, workflow enrollment, conversion events or sales contact to transition leads from automation to direct one-on-one outreach.

The shared expectations, responsibilities and goals for this collaboration between sales and marketing should be outlined in a sales and marketing service level agreement (SLA). Creating a formal sales and marketing SLA will help the two teams hold each other accountable for converting leads and effectively nurturing them into paying customers.

In review, let’s quickly recap the seven most effective lead nurturing tactics:

1) Targeted content – Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%

2) Multi-channel lead nurturing – Four out of five marketers say their email open rates don’t exceed 20%. It’s time to think beyond the inbox.

3) Multiple Touches – Prospects receive an average of 10 touches from the time they enter the top of the funnel until they’re a closed-won customer.

4) Timely Follow Ups – The odds of a lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website.

5) Personalized emails – Personalized emails generate up to 6 times higher revenue per email than non-personalized emails do.

6) Lead Scoring – 68% of successful marketers cite lead scoring based on content and engagement as the most effective tactic for improving revenue contribution from lead nurturing. 

7) Sales and Marketing Alignment – 89% of companies that align their sales and marketing lead nurturing efforts report measurable increases in the number of sales opportunities generated.

Want some more tips & tricks to boost the results of your inbound marketing strategy?





How to Choose the Right KPIs for Your Business


Whether your performance improvement goals are related to inbound marketing, sales, or any aspect of business for that matter, choosing the proper key performance indicators (KPIs) to focus on is the first step towards measurable improvement.

As they say, what get’s measured gets improved. If you can quantify your current performance you can then begin to measure how things are improving, or diminishing, over a period of time.

But how do you choose the right KPIs to focus on for you business?

The short answer is that it really depends. While there isn’t really a simple step-by-step process for choosing the proper KPIs, there are a number of things you should always take into consideration.

In this post we’ll walk you through some of the factors that will influence which KPIs you should focus on and help you hone in on the metrics that matter the most for your business.

Let’s get started.

Choose KPIs That Are Directly Related to Your Business Goals

KPIs are quantifiable measurements or data points used to gauge your company’s performance relative to some goal. For instance, a KPI could be related to your goal of increasing sales, improving the return on investment of your marketing efforts, or improving customer service.

Mark Hayes, Shopify’s Director of Communications, wrote a great post titled 32 Key Performance Indicators for Ecommerce. In the post Mark provides the following examples of common ecommerce goals and related KPIs.

Goal 1 – Boost sales 10% in the next quarter. KPIs include daily sales, conversion rate and site traffic

Goal 2 – Increase conversion rate 2% in the next year. KPIs include conversion rate, shopping cart abandonment rate, associated shipping rate trends, competitive price trends.

Goal 3 – Grow site traffic 20% in the next year. KPIs include site traffic, traffic sources, promotional click-through rates, social shares, bounce rates.

Goal 4 – Reduce customer service calls by half in the next 6 months. KPIs include service call satisfaction, identify of page visited immediately before the call, event that lead to the call.

As you can see, each of the potential KPIs listed in the four examples are directly related to the core business goal.

What are you company goals? Have you identified any major areas for improvement or optimization? What are the biggest priorities for your management team

Focus on a Few Key Metrics, Rather Than a Slew of Data Points

One of the great things about inbound marketing is that you can measure everything with very detailed metrics. Views, clicks, conversions, opens, sends, the list goes on. However, as you begin to identify KPIs for you business you should be aware that less is almost always more. Rather than choosing dozens of metrics to measure and report on you should focus on just a few key metrics.

Quite frankly, if you try and track too many KPIs, you might as well just not track anything at all.

As you can imagine, every company, industry and business model is very different so it is difficult to pinpoint an exact number for the amount of KPIs you should have. Although, based on our experience, in most cases you should aim to identify somewhere between four and ten KPIs.

Consider Your Company’s Stage of Growth

Depending on the stage of your company (start up vs enterprise) certain metrics will be more important than others. Early stage companies typically focus on metrics related to business model validation while more established organizations focus on metrics like cost per acquisition and customer lifetime value.

Here are a few examples of potential key performance indicators for companies in various stages of growth: 

Pre-Product Market Fit Product Market Fit Expansion
  • Qualitative feedback
  • Customer interviews
  • Awareness
  • Stickiness
  • Monthly recurring revenue
  • Renewals
  • Churn
  • Customer satisfaction
  • Cost per acquisition
  • Average order size
  • Lifetime value
  • Number of customers acquired

Identify Both Lagging and Leading Performance Indicators

The difference between lagging and leading indicators is essentially knowing how you did, versus how you are doing. Leading indicators aren’t necessarily better than lagging indicators, or vice versa. You should just be aware of the differences between the two.

Lagging indicators measure an output of something that has already happened. Total sales last month, the number of new customers, or hours of professional services delivered are all examples of lagging indicators. These type of metrics are good for purely measuring results, as they solely focus on outputs.

On the other hand, leading indicators measure inputs, progress and your likelihood of achieving a goal in the future. These type of metrics serve as predictors of what’s to come. Website traffic, conversion rates, sales opportunity age and sales rep activity are just a few examples of leading indicators.

Traditionally most organizations have solely focused on lagging indicators. One of the main reasons for this is that lagging indicators tend to be easy to measure since the events have already happened. For instance, it is very easy to pull a report of the number of customer acquired last quarter.

But measuring what happen in the past can only be so helpful…

You can think of leading indicators as business drivers because they come before trends emerge, which can help you identify whether or not you are on track to reaching your goals. If you can identify which leading indicators will impact your future performance you will have a much better shot at success.

Understand That KPIs Are Different for Every Industry and Business Model

The KPIs that you choose will be greatly influenced by your organization’s business model and the industry in which you operate. For example, a B2B software-as-a-service company might choose to focus on customer acquisition and churn, whereas a brick and mortar retail company might focus on sales per square foot or average customer spend.

Here are a few examples of some industry standard KPIs:

SaaS KPIs Professional Service KPIs
  • Monthly recurring revenue
  • Churn
  • Cost per acquisition
  • Average revenue per retainer
  • Lifetime value
  • Bookings
  • Utilization
  • Backlog
  • Revenue leakage (link)
  • Effective billable rate
Online Media / Publishing KPIs Retail KPIs
  • Unique visitors
  • Page views
  • Share ratio
  • Social referral growth
  • Time on site
  • Capital expenditure
  • Customer satisfaction
  • Sales per square foot
  • Average customer spend
  • Stock turnover

While you will most certainly want to consider industry standard KPIs, it is more important that you choose the KPIs that are relevant to your specific company and the goals you are working towards.

Key Takeaways

  • Ensure your KPIs will accurately measure your progress towards overarching company goals
  • Less is more – Choose somewhere between 4 and 10 KPIs to focus on
  • Consider your company’s stage of growth – The importance of certain metrics will shift as your company’s priorities evolve
  • Identify both lagging and leading performance indicators – It’s important to understand both what happened in the past and how you are progressing towards your future goals
  • Reference industry KPIs but keep in mind that you should choose the KPIs that are most relevant for your specific situation and company

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38 Visual Content Marketing Statistics You Should Know in 2016


At the beginning of every year, we like to read through some of the major reports on inbound marketing, content marketing, social media, and online behavior.

At the risk of sounding like a broken record, it’s honestly amazing how fast things can change in twelve short months — and 2015 was certainly no exception.

Download our full collection of do-it-yourself templates for designing stunning visual content here.

This past year, we’ve seen the importance of visual content emphasized by the changes that occurred across almost every major social network, including Facebook, Twitter, Instagram, and Pinterest. At the same time, both video and infographics have become powerful tools for brands looking to communicate more easily with their readers.

To help you keep pace with these trends, let’s take a look at some statistics that demonstrate the impact visual content has on reach, engagement, and sales. 

38 Stats You Should Know About Visual Content Marketing in 2016

General Visual Content Stats

1) Researchers found that colored visuals increase people’s willingness to read a piece of content by 80%. Tweet this stat! (Source)

2) When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. Tweet this stat! (Source)

3) 46% of marketers say photography is critical to their current marketing and storytelling strategies. Tweet this stat! (Source)


Image Credit: CMO Council

4) 34% of marketers selected visual assets as their most important content, behind blogging (45%) and before videos (19%). Tweet this stat! (Source)

5) 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated. Tweet this stat! (Source)

6) Content with relevant images gets 94% more views than content without relevant images. Tweet this stat! (Source)


Image Credit: QuickSprout

7) Only 27% of marketers have a process in place to aggregate, organize, and manage the visual assets being used across their marketing teams. Tweet this stat! (Source)

8) 39% of marketers believe that more of their budget should be allocated to the acquisition or creation of compelling visual assets. Tweet this stat! (Source)

9) 73% of content creators plan to prioritize creating more engaging content in 2016, and 55% plan to prioritize creating visual content. Tweet this stat! (Source)


Image Credit: Content Marketing Institute

Video Stats

10) 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. Tweet this stat! (Source)

11) Shoppers who view video are 1.81X more likely to purchase than non-viewers. Tweet this stat! (Source)

12) Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%. Tweet this stat! (Source)

13) Midway through 2015, mobile video plays exceeded 44% — up 74% from 2014 and up a whopping 844% since 2012. Tweet this stat! (Source)


Image Credit: Ooyala

14) Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. Tweet this stat! (Source)

15) In July 2015, Periscope users were watching 40 years’ worth of videos every day. Tweet this stat! (Source)


Image Credit: FastCompany

16) In Q2 of 2015, mobile phones (34%) and tablets (15%) combined for 49% of video ad impressions — up from 38% in Q1 of 2015. Publishers saw PC impressions drop from 62% to 50% in the previous quarter. Tweet this stat! (Source)

17) Syndacast predicts 74% of all internet traffic in 2017 will be video. Tweet this stat! (Source)


Image Credit: Syndacast

Infographic Stats

18) Eye-tracking studies show internet readers pay close attention to information-carrying images. In fact, when the images are relevant, readers spend more time looking at the images than they do reading text on the page. Tweet this stat! (Source)

19) Infographics are Liked and shared on social media 3X more than other any other type of content. Tweet this stat! (Source)


20) Infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up from 51% to 62%. Tweet this stat! (Source)

21) People following directions with text and illustrations do 323% better than people following directions without illustrations. Tweet this stat! (Source)


Image Credit: NeoMam

22) 60% of marketers predict the use of infographics will increase in 2016 compared to 2015. Tweet this stat! (Source)


Image Credit: CMO Council

Social Media Stats

23) Visual content is more than 40X more likely to get shared on social media than other types of content. Tweet this stat! (Source)

24) Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. Tweet this stat! (Source)

25) 71% of online marketers use visual assets in their social media marketing. Tweet this stat! (Source)

26) B2C marketers place more importance on visual content than B2B marketers — and a whopping 40% of B2C marketers say visual content is the most important type of content. Tweet this stat! (Source

27) Facebook posts with images see 2.3X more engagement than those without images. Tweet this stat! (Source)


Image Credit: BuzzSumo

28) Buffer reported that for its user base, tweets with images received 150% more retweets than tweets without images. Tweet this stat! (Source)


Image Credit: QuickSprout

29) The Instagram community has grown to more than 400 million as of September 2015. Tweet this stat! (Source)

30) On Instagram, photos showing faces get 38% more Likes than photos not showing faces. Tweet this stat! (Source)

31) Organic engagement on Facebook more than doubled in 2015, while organic engagement on Instagram almost halved. Tweet this stat! (Source)


Image Credit: Forrester Research

32) The average engagement per Instagram post has grown by 416% over 2 years. Tweet this stat! (Source)

33) 52% of teens use Instagram, and nearly as many (41%) use Snapchat. Tweet this stat! (Source)


Image Credit: Pew Research Center

34) Snapchat has 100 million daily users, 65% of whom upload photos using the app. Tweet this stat! (Source)

35) Women continue to dominate Pinterest: 44% of online women use Pinterest compared with 16% of online men. Tweet this stat! (Source)


Image Credit: Pew Research Center

36) Shopify users referred by Pinterest spend an average of $80 compared to the Facebook referral average of $40. Tweet this stat! (Source)

37) Pins on Pinterest have viral potential: Over 80% of pins are re-pins compared to 1.4% of tweets retweeted. Tweet this stat! (Source)

38) 88% of consumers have purchased a product they pinned, and 49% have purchased 5 or more products they’ve pinned. Tweet this stat! (Source)


Image Credit: Jeff Bullas

How do you plan to incorporate more visual and interactive content into your 2016 marketing strategy? Share with us in the comments. 

Editor’s Note: This post was originally published in January 2015 and has been updated for accuracy and comprehensiveness.

free visual content design templates

free visual content design templates

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