Inbound Marketing – 94% & 85% of Marketers Report SEO & Social Media as More Important

Posted by: Chris Marentis

Inbound Marketing – 94% & 85% of Marketers Report SEO & Social Media as More Important



MarketingSherpa recently released their 2012 Inbound Marketing Handbook where more than 1500 marketers were surveyed in regards to their top inbound lead sources. The marketers were asked which inbound marketing tactics had become more vs. less important over the past 12 months.


The survey results for inbound marketing sources that have become more important were as follows:


  • 94% reported SEO as more important, compared to 6% saying it was less
  • 85% reported social media as more vs. 15% saying less
  • 79% reported email as more vs. 22% as less
  • 68% reported blogs as more important, vs. 32% as less
  • 64% reported PPC as more important, vs. 46% as less
  • 28% reported Trade Shows as more important, vs. 72% as less
  • 23% reported Direct Mail as more important, vs. 77% as less
  • 21% reported Telemarketing as more important, vs. 79% as less


According to the Q1 2011 Outbrain Content Discovery and Engagement Report, search drives and average of 41% of traffic for organizations, so it’s not a surprise that almost 95% say that SEO has become more important as one of their inbound marketing tactics.


And as you can see, the trend is gearing more and more towards local businesses, and businesses in general, turning to online marketing tactics to generate leads. With the right strategy in place, online marketing can often generate more leads than offline marketing for a relatively low cost, which generally means the return on investment if higher.


To determine the best inbound marketing tactics for your local business, you want to assess 1) where your target audience hangs out, 2) where you’re currently getting a lot of leads from, 3) the quality of leads coming in from each source, and 4) your conversion rate and return on investment for each source.


Do you agree with the survey results when assessing your local business? Let us know below!

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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  • Riley Welsh

    What about the question, “Which inbound marketing tactic drives the most leads?”. That’d be an interesting question to see the answer.