When it comes to marketing, the numbers matter. They matter because behind every statistic is a story. A story about what is working and what is not. The hard thing for business owners, marketers and freelancers nowadays is trying to decide which numbers to believe. The internet is full of list after list of marketing stats and facts showing the latest trends and user behaviors. But numbers have more meaning than just counting. In honor of this spooky holiday here are 13 spooky marketing stats you need to pay attention to.

Before we get into the stats, I thought it would be fun to quickly explore why the number 13 is such a scary and unlucky number. While there are many theories as to why the number thirteen became associated with bad luck, here are a few of my favorite.

  • The Last Supper: At Jesus Christ’s last supper, there were thirteen people around the table, counting Christ and the twelve apostles. Some believe this is unlucky because one of those thirteen, Judas Iscariot, was the betrayer of Jesus Christ.
  • Full moons: A year with 13 full moons instead of 12 posed problems for the monks in charge of the calendars. “This was considered a very unfortunate circumstance, especially by the monks who had charge of the calendar of thirteen months for that year, and it upset the regular arrangement of church festivals. For this reason thirteen came to be considered an unlucky number.”[13]
  • Apocalypse 2012: The end of the Mayan calendar’s 13th Baktun was superstitiously feared as a harbinger of the apocalyptic 2012 phenomenon.[11]

Ok, now that we have superstition out of the way, let’s check out those stats!

1. Marketers who blog are 13 times more likely to generate ROI. (Contently)

Yep blogging is still a very powerful medium to generate leads and educate your customers. If your site is just static content it’s not working for you. Blogging is still and will continue to be a powerful way to reach your audience.

2. For every 100k followers on Facebook, only 130 people will click on an organic post. (Contently)

While Facebook may be king of social, it’s not necessarily a business’s best friend. With the many updates to the Facebook algorithm feed, many posts never get seen by your followers. Banking on Facebook to generate traffic seems to be a risky move.

3. Lead generation strategies were only successful for 13% of business in accomplishing their main objectives. (Ascend2 Lead Generation Benchmark Report via PureB2B)

While many businesses want to generate leads, most fail to build a strategic plan. If you are going to reach your goals you must create a plan that will get you there. If you want to avoid being part of the scary 13% percent of those who don’t succeed, build a strategic plan.

4. 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (Contently)

What’s scary about this stat is that it’s about marketers. Business owners who invest their money deserve to get results. In order to know if what you are doing is working you have to track and measure.

5. Less than 30% of small businesses use website analytics, call tracking or coupon codes. 18% of small businesses admit to not tracking anything at all. (MediaPost)

For small businesses, making sure you get the best ROI is essential. Sadly, not many are tracking their efforts. Whether you are doing your own marketing or outsourcing it, you need to make sure you know what’s working and what’s not.

6. One-third of marketers say they don’t know which digital marketing channel has the biggest positive impact on revenue. (MarketingProfs)

Seriously? This is crazy. But I guess it makes sense due to the fact that nearly half of marketers don’t formally evaluate their metrics.

7. After SEM, which is at 47% of total digital marketing spend, online display advertising (banner ads, re-marketing, and re-targeting) is expected to nab the second biggest share of digital spend at about 34% of total online spending, and about 10% of the total marketing budget. (Business2Community)

So you thought banner ads were dead did you? Well, thanks to re-marketing and re-targeting banner ads have found new life. While they can be effective, you must segment your audience well.

8. Content marketing will generate $300 billion by 2019. (Contently)

Content is king, well only if you produce good content. To me, this stat gives me mixed feelings. On one hand, it’s great for our industry. On the other, it means that there we will a lot more crap on the internet.

9. Two-thirds of readers have felt deceived upon realizing a piece of content was sponsored by a brand. (Contently)

Native advertising is a great way for brands to get content in front of a very targeted audience. The problem is when marketers and brands use native ads to sell. I’m sure users wouldn’t be as frustrated if the content was actually helpful.

10. B2B brands that connect with their buyers on an emotional level earn twice the impact over marketers who are still trying to sell business or functional value. Buyers feel a much closer personal connection to their B2B brands than to consumer brands. (LinkedIn Pulse)

I’ve been preaching it for a while now. People are emotional and if we want to create lasting relationships we have to connect with them emotionally. Business is personal and it’s the smart companies that have figured this out.

11. 93% of B2B companies say content marketing generates more leads than traditional marketing strategies. (Forbes via Marketo)

Traditional marketing has its benefits, but as far as lead generation goes, content marketing has the best ROI. It makes sense really. Where do you go when you have a question? The answer: Google.

12. The average click-through rate of display ads across all formats and placements is 0.06%. (HubSpot)

While display ads aren’t dead, they don’t always deliver great ROI. If you choose to use them as your outreach method, be sure to have a ton of money to spend. Or you could invest it with our team. ;)

13. 76% of B2B buyers use three or more channels when researching a potential purchase. (Blue Nile Research via PureB2B)

People don’t just look at one product or service and choose that. They take their time and research the various options available to them. This is why cross-marketing your message over a variety of channels is so important.

While 13 has been seen as unlucky for some, to many 13 is actually a lucky number. Did you know that t he expression fare tredici (“to do 13”) means hit the jackpot? I hope you found these stats both fascinating and inspiring. If you have any questions or comments please add them below. Happy Halloween!