Small Biz Lead Gen Surges with Social - eMarketer

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Small Biz Lead Gen Surges with Social

Blogs and Twitter convert visitors into leads

April 16, 2010

Inbound online marketing platform HubSpot reports that not only can inbound marketing bring leads for less money but it can also double average monthly leads for small and medium-sized businesses. Creating a community of followers through Twitter and a regularly updated stream of content on a blog builds engagement, boosts the company’s presence on Google and ultimately bring in more potential customers.

Among business-to-consumer (B2C) small and medium-sized companies studied, more than one-half of those using Twitter generated double the median monthly leads of non-Twitter users. That result held across company size.

Effect of Twitter Usage on Median Number of Monthly Leads Among B2C SMBs in North America, by Number of Employees, December 2009-February 2010

Twitter reach was critical to increased lead generation. Companies with 100 to 500 followers generated 146% more median monthly leads than those with 21 to 100 followers. Beyond the 500-follower mark, though, there was no further gain.

Blogging also increased median monthly leads, and, unlike with Twitter, the effect was about the same for B2C and B2B companies.

Effect of Blogging on Median Number of Monthly Leads Among B2B and B2C SMBs in North America, December 2009-February 2010

Businesses must produce enough content for their blog to kick off growth in leads, which starts with about 24 to 51 posts. Blogs not only promote engagement but they also help companies increase the number of pages they have indexed by major search engines. HubSpot found that more indexed pages on Google also translates to more leads. Every 50 to 100 incremental indexed pages can mean double-digit lead growth.

Tweets can also help companies grow their Google presence now that the search engine includes them in results.

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Check out today’s other article, “A Pet Owner’s Best Friend.”


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