Most published social media statistics are US- or global-centric, which is unhelpful when you're trying to decide which two or three platforms a small Australian business should invest in. This regularly updated post collects Australian social media statistics from a wide range of sources, with the analysis and platform-by-platform recommendations to translate the data into a decision.
Social media isn't a B2C-only game, even though that's the default assumption in most boardrooms. LinkedIn dominates B2B for obvious reasons, Facebook earns its place for less obvious ones. Here's a working comparison of the main social media platforms for B2B marketing, with the profile types, posting specs, ad capabilities and use cases that decide which deserves your time.
Top-of-funnel, middle-of-funnel and bottom-of-funnel sound like marketing jargon, and they're three genuinely different problems that need different content, offers and metrics. Get TOFU, MOFU or BOFU wrong and the funnel quietly leaks. Here's a working definition of each, the tactics that fit each stage, and the metrics that show whether each stage is doing its job.
Landing pages and homepages look similar from the outside and serve completely different jobs, one is a single-CTA conversion machine, the other a broad orientation page. Mix them up and both quietly under-perform. Here's the side-by-side, with what makes a good landing page (one CTA, audience-targeted, no navigation, offer in the first block) and where most teams blur the line.
LinkedIn is the obvious B2B network and Facebook is obviously not, except that business people are also people, and the Facebook numbers (80% of Australians, vs LinkedIn's 27%) start telling a different story. Here's the LinkedIn-vs-Facebook comparison across B2B marketing use cases, with the demographics, targeting capabilities, and which platform wins for prospecting, retargeting, brand-building and data enrichment.
Twenty-five years in lead generation, and I still hate cold calling — and most prospects hate being cold-called. The good news is that B2B lead generation works fine without it, often better. Here's the playbook: referrals, public speaking, content, LinkedIn, all the warm channels that consistently convert at higher rates than the cold list, with the practical steps to set each one running.