Digital Marketing Kansas City: Statistics You Need To Know

Are you searching for “digital marketing Kansas City”?

If so, we’ve compiled a list of all the online marketing statistic you need to put your small business digital marketing strategy in to action!

The Elements of Kansas City Digital Marketing

Small Business Stats

Let’s start with some stats to underscore the importance of digital marketing for you local Kansas City business.

This section gives a general overview of small business marketing stats, as well as a sense of what their marketing dollars are being applied toward.

  • 70% of small business are using social media to improve their SEO (
  • 72% of marketers see the importance of online personalization but don’t know how to incorporate it (Realities of Online Personalization)
  • Only 25 percent of small businesses know how to create a mobile-optimized web site (Constant Contact)
  • 50 percent of small businesses have seen listings for their business that are not accurate (Constant Contact)

Content Marketing

“Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content. The purpose is to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” — The Content Marketing Institute

  • 86% of B2C marketers & 91% of B2B marketers use content marketing. (Source: eMarketer)
  • B2C marketers use an average of 7 social media platforms (Source: The Content Marketing Institute)
  • B2B companies that blog generate 67% more leads per month versus those who do not. (Source: Social Media B2B) and Blog posts with 1,5000+ words receive 68.1% more tweets and 22.6% more Facebook likes than a blog post that is under 1,500 words. (Source:QuickSprout) Blogs give websites 434% more indexed pages and 97% more indexed links. (Source: NewsCred)
  • Articles with images get 94% more views. (Source: Content+)
  • Clicks from shared content are 5x more likely to result in a purchase. (Source: Voltier Digital)

Local & Niche Directory Optimization

“Life used to be easy when all I had to do was buy a Yellow Pages ad.”

That’s what we hear from small businesses everywhere.

Now there are dozens of important directories and even traditional Google search is dominated by it’s own directory, Google+ Local. Local search is booming and becoming a key part of any small business’ marketing strategy. (LocalVox)

  • 70% of searches on a mobile device are followed up with an action within one hour (Bing)
  • 80% of traffic to a website begins with search query (Formstack)
  • Over 2.6 billion local searches are performed monthly and that number grows more than 50% each year (Small Business Community)
  • 43% of internet searches performed today use a local keyword. 86% of those searches convert to a phone call or visit to the physical location (SE Leads)
  • 61% of searchers consider local results to be more relevant than standard search results (

Email Marketing

Despite the wealth of new technologies and marketing channels, email continues to be one of the most effective marketing channels for small businesses.

Everyone has email and uses it daily from work accounts to checking their mobile phones.

Email is pervasive, effective and can be easy.

  • Businesses return $40 for every $1 spent on email marketing – Constant Contact 2012
  • E-newsletters are rated the most-effective way to distribute content. (Source: The Content Marketing Institute)
  • 64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey)
  • The average clickthrough rate for triggered emails is more than double the rate for mass emails. (Source: Epsilon)
  • Customers who receive email marketing spend 83% more (iContact 2013)
  • 67 percent of customers give their email addresses to companies to receive discounts and promotions (ClickZ)

Online Ratings + Customer Reviews

We don’t need to tell you how important online ratings and reviews are to the success of your business online. Multiple research studies have shown that online consumers trust online reviews as much as personal recommendations. In addition to how much trust consumers place in online ratings and reviews, the fact that Google and Facebook have jumped on the bandwagon should indicate that this platform will only continue to grow.

Many local businesses choose to bury their head in the sand when it comes to online ratings and reviews. They are worried about what people are saying about their business online and, instead of proactively addressing any negative reviews, they pretend they don’t exist — which is not an ideal strategy. What these businesses don’t know, is that by simply responding to a negative review, they actually have a 33% chance of turning it into a positive one.

  • 80% of consumers trust online reviews as much as personal recommendations. (Source: Search Engine Land)
  • 87% of potential customers won’t consider businesses with low ratings. (Source: Search Engine Land) and only 13% of consumers will consider using a business that has a 1 or 2-star rating. (Source: Search Engine Land)
  • 92% of consumers read online reviews for local businesses. (Source: Search Engine Land) and 73% form an opinion about a local business by reading 1-6 reviews. (Source: Search Engine Land)
  • 69% of consumers believe that reviews older than 3 months are no longer relevant. (Source: Search Engine Land)

Search Engines (SEO + SEM)

Search engine optimization has come a long way, but chance are that you will need to invest a lot more in content creation, and maybe even hire a top-rated link building service to help you achieve your organic SEO ranking goals:

  • “Near me” interest searches have multiplied 34x. (Source: Think with Google — Micro Moments)
  • Search engine marketing is rated the most-effective paid vehicle for content marketing. (Source: The Content Marketing Institute)
  • 91% of search engine users say they always (or most of the time) find the information they are seeking when they use search engines. (Source: Pew Research Center)
  • 83% of search users say Google is the search engine they use most often. (Source: Pew Research Center)

PPC & Online Advertising

Advertising (whether print, digital, in-person, outdoor, TV, radio, sponsorships, etc.) can be an important part of your business’s marketing strategy. From pay-per-click (PPC) ads on Google to display ads in a local newspaper, advertising is one way that you can achieve immediate ROI. Other organic (or “earned”) marketing tactics, such as SEO and social media, build over time and will be the long-term elements of your marketing plans.

There is almost always a cost associated with advertising (unless you have some sort of partnership) because you are having a third-party agency promote your business to a targeted audience. Many businesses that are in the infant stages of marketing themselves choose to use advertising as a supplement to longer-term marketing tactics. The theory behind this strategy is that as long-term marketing efforts build over time, advertising fills in the short-term gap. By supplementing an organic marketing plan with paid advertising, businesses ensure that there is never a gap in their promotion.

  • Digital ad spending for the U.S. retail industry will reach $12.91 billion in 2015 (and grow to $19.98 billion by 2019). (Source: eMarketer)
  • Digital video advertising is projected to make up 15% of the total digital advertising market by 2017 and the average cost per impression (CPM) for a digital video advertisement is $24.60. (Source:
  • In the display ad market, about half of all the ad dollars go to five companies: Facebook, Google, Yahoo, Microsoft and AOL (the remaining 50% is what’s left for news organizations and thousands of other publishers). (Source:
  • An online display ad has an average click-through rate of 0.06% and a rich media ad has an average click-through rate of 0.27%. (Source: Smart Insights)
  • When an ad is delivered in real-time to an individual, they are 2x as likely to interact with it. (Source: Think with Google — Programmatic Advertising)
  • By 2017, 88% of mobile display ads will be bought programmatically. (Source: Think with Google — Programmatic Advertising)

Social Media Marketing

Social media and reputation management is becoming more and more crucial to small businesses and it is becoming one of the key ways that small businesses communicate with customers.
46% of online users count on social media when making a purchase decision. (Source: Business2Community)

Social media is the primary distribution channel used for content marketing, followed by e-newsletters and websites. Facebook is the most popular (and most effective) social media platform used to distribute content, followed by Twitter and YouTube.(Source: The Content Marketing Institute)

  • 70% of people who follow small- and medium-sized businesses on Twitter retweet because they like their content while 74% do so to get updates on future products. (Source: Twitter Research)
  • 72% of Twitter followers are more likely to make a future purchase from a business they follow. (Source: Twitter Research)
  • 60% of people say that they’d willing to post about products/services on Facebook if they were offered a deal or discount. (Beyond)
  • 42 Percent of Consumers Complaining in Social Media Expect 60 Minute Response Time (Edison Research)
  • LinkedIn marketing services generate more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook. –
  • Yelp suppresses about 20% of all reviews through the Yelp filter – Yelp

Website Design & Development

Your website is your home base, your digital signage and your opportunity to connect all the pieces: search engine optimization, social media, review sites, video, etc. The goal is to create an asset that helps converts new visitors (strong calls to action: call, connect via social or email, redeem deals and offers – all with great branding) and give existing customers a reason to come back via new content, social media updates or email.

Ensure that you have a mobile-optimized site as consumers will visit your site 6x in the purchase process. (Source: Google/Neilsen)
Mobile-friendly websites have seen a 10.8% increase in traffic since Google’s Mobile-Friendly algorithm update. (Source: Duda Website Developers)
49% of sites fail to comply with basic usability principles, and 50% of online sales are lost because visitors can’t find content. – Forrester 2012
A blog webpage that ranks in the top 10 for search results has an average word count of 2,000. (Source: Quick Sprout)

Kansas City Digital Marketing – Now What?

Want to turn these statistics into a Kansas City digital marketing plan that powers the growth of your company for years to come?

Then contact us today!


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