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5 Key Insights from TrackMaven’s 2017 Digital Marketing Analytics Performance Report

March 14, 2017

By Caitlin Burgess

In today’s changing digital landscape, marketers know that having good data and analytics are vital for understanding the impact of their digital marketing efforts. After all, in order to drive performance and prove ROI, you have to be able to measure what’s working and what’s not so you can address issues and capitalize on opportunities.

While digging into your brand’s own web and marketing analytics is an absolute must, understanding how you measure up to your industry peers can bring more insight and context—something TrackMaven’s 2017 Digital Marketing Analytics Performance Report aims to help with.

To create the report, TrackMaven used its digital marketing analytics platform to analyze a year’s worth of data—including social media performance, blog performance, public relations performance, and website health metrics—from over 700 businesses. The end product not only highlights trends, but also provides benchmarks and analysis of the most effective marketing channels across 13 industries and 39 sub-sectors.

Below we share five interesting takeaways, as well as some tips for using these insights to boost your efforts.

#1 – The higher education industry is killing it on social media.

According to the report, higher education institutions saw the highest social media follower growth across the social media landscape, averaging a 77% annual growth in followers. Of course, engaging social media content was a correlated factor, with the education industry ranking sixth in engagement out of the 13 industries analyzed.

Tip: Get to know your audience inside and out. From my perspective, achieving both follower growth and high engagement is directly tied to knowing who your audience is and using that information to deliver relevant, inspiring and valuable content.

Also, take some time to peruse social pages for higher ed institutions to get a feel for what their strategy is. Are they sharing tons of blog content? Are they highlighting students? Are they asking engaging questions? While your industry may be wildly different from higher education, you’ll likely find something worth tailoring and testing with your audience.

Achieving both follower growth & high engagement is directly tied to knowing who your audience is.
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#2 – Don’t underestimate the power of Pinterest for B2B.

While Instagram was found to be the overall engagement winner—with 12 out of the 13 industries seeing the highest engagement ratio on that platform—Pinterest is also an engagement driver, particularly for B2B brands.

As you can see in the graph below, for B2B industries such as software and applications and construction equipment, Pinterest is getting more engagement on average than Facebook, Twitter and LinkedIn.

TrackMaven Report - Social Media Engagement Ratio

While this little tidbit did not get a special call out in the report, TrackMaven has highlighted Pinterest’s “hidden value” for B2B in the past, saying: “B2B marketers need to …read more

Source:: Top Rank Blog