Digital Marketing Analytics Performance Report

2017 Digital Marketing Analytics Performance Report 1

Digital Marketing Analytics Performance Report

2017


Introduction

How do the best businesses build their brands on digital channels?To find out, we used the TrackMaven marketing analytics platform to analyze 12 months of digital marketing data — including social media performance, blog performance, public relations performance, and website health metrics — from over 700 leading businesses.

The findings highlight the big-picture trends in digital marketing effectiveness today, and provide benchmarks and in-depth analysis of the most effective marketing channels across 13 industries and 39 sub-sectors.

The industries analyzed in this report include:

Accommodation and Food Services

Finance and Insurance

Business Services

Construction Equipment

Higher Education

Healthcare

Media and Publishing

Wellness

Real Estate

Retail

Consumer Goods Software and Applications

Sports and Entertainment

Learn which channels drive the greatest impact for your peers, and see how your business measures up against the essential digital marketing metrics in your industry.


TABLE OF CONTENTS

SOCIAL MEDIA PERFORMANCE....................................................................................... 4

The Social Media Marketing Landscape in One Chart.............................................. 4

Social Media Audience Size by Industry............................................................................ 6

Social Media Engagement by Industry............................................................................... 8

BLOG PERFORMANCE.................................................................................................................. 10

Blog Performance by Industry.............................................................................................. 10

PR PERFORMANCE...................................................................................................................... 12

PR Performance by Industry.................................................................................................. 12

WEBSITE HEALTH........................................................................................................................... 14

Moz Domain Authority by Industry...................................................................................... 14

Moz Domain Authority vs. PR Performance by Industry................................................ 16

INDUSTRY BENCHMARKS........................................................................................................... 18

Accommodation and Food Services................................................................................... 18

Business Services.................................................................................................................... 19

Construction Products............................................................................................................ 20

Consumer Goods..................................................................................................................... 21

Finance and Insurance........................................................................................................... 22

Healthcare................................................................................................................................ 23

Higher Education..................................................................................................................... 24

Media and Publishing............................................................................................................. 25

Real Estate................................................................................................................................ 26

Retail......................................................................................................................................... 27

Software and Applications.....................................................................................................28

Sports and Entertainment...................................................................................................... 29

Wellness..................................................................................................................................... 30

DATA APPENDIX.............................................................................................................................. 31


I. SOCIAL MEDIA PERFORMANCE

The Social Media Marketing Landscape in One ChartWhich industries are the most successful on social media? The graph to the right provides a high-level answer.

This graph plots the average social media follower growth and social media engagement — measured across Facebook, Twitter, LinkedIn, Instagram, and Pinterest — by industry.

Industries with the greatest average follower growth per brand score highest along the y-axis. Industries with the highest engagement ratio — measured as the average number of interactions per post per 1,000 followers — score highest along the x-axis.

The size of the bubble reflects the average total social media followers for a brand in each industry on Facebook, Twitter, LinkedIn, Instagram, and Pinterest combined.

Social Media Follower Growth vs. Engagement Ratio by Industry

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ENGAGEMENT RATIO (AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS)


Business Services


Healthcare

Real Estate

Wellness


RetailConsumer Goods

Software and Applications


Higher Education

Accommodation& Food Services

Analysis based on social media accounts for 701 businesses across Facebook, Twitter, Instagram, Pinterest, and LinkedIn from January 1, 2016, through December 31, 2016.

SOCIAL MEDIA AUDIENCE SIZE

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THE SOCIAL MEDIA MARKETING LANDSCAPE

Higher education, finance and insurance, and construction products brands are in the social media sweet spot: Businesses in these three industries rank in the top 50th percentile for both average social media audience growth and average social media engagement ratio. Put differently, brands in these three industries are both growing and engaging their digital audiences.

Consumer goods businesses lead by engagement: With an average engagement ratio of 123.92, consumer goods brands have the most engaging social media presences. The finance and insurance industry (119.35) and construction and equipment industry (118.37) come in second and third place by this metric, respectively.

The higher education industry is skyrocketing on social: Higher education institutions saw the highest social media follower growth across the social media landscape with 77 percent annual follower growth on average. Engaging social media content is a correlated factor; the higher education industry ranks sixth out of the 13 industries analyzed by average social media engagement ratio. The wellness industry comes in second place with 50.45 percent average follower growth across the year.


Social Media Audience Size by IndustryThe graph to the right displays the average social media audience size for businesses by industry across Facebook, Twitter, LinkedIn, Pinterest, and Instagram.


Average Social Media Audience Size by Industry

0 500,000 1,000,000 1,500,000 2,000,000

AVERAGE AUDIENCE SIZE PER SOCIAL NETWORK



Consumer Goods

Retail

Wellness

Higher Education




Business Services

Healthcare

Real Estate


Facebook

Twitter

Instagram

Linkedin

Pinterest

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SOCIAL MEDIA AUDIENCE SIZE BY INDUSTRY

Sports and entertainment brands score major fans, especially on Facebook, Twitter, and Instagram: The average brand in the sports and entertainment industry boasts 1,658,143 followers across across Facebook, Twitter, Instagram, Pinterest, and LinkedIn combined, more than any other industry in our analysis. Brands in this industry find their largest fan bases on Facebook (617,742 followers), Instagram (537,009 followers), and Twitter (499,290 followers) on average. This industry also sees the highest average audience sizes on Facebook and Instagram across the social media landscape.

The media and publishing industry embraces omnichannel: Businesses in the media and publishing industry have the second-highest total social media audience size on average. Businesses in this industry are also well-represented across multiple social channels; they have the largest average Twitter audience size with 756,331 followers, the largest average LinkedIn audience size with 82,600 followers, and the largest average Pinterest audience with 100,946 followers.

B2B industries build audiences on LinkedIn: The construction products industry (51,235 followers), business services industry (30,744 followers), and finance and insurance industry (11,982 followers) all see the largest social media audiences on LinkedIn.


Social Media Engagement Ratio by IndustryThe graph to the right displays the engagement ratio — measured as the average number of interactions per post per 1,000 followers — on Facebook, Twitter, Instagram, Pinterest, and LinkedIn. This metric indicates the average social media engagement a brand in each industry receives per post, normalized by audience size.


Social Media Engagement Ratio by Industry

AVERAGE INTERACTIONS PER POST PER 1,000 FOLLOWERS

0 40 80 120 160

Consumer Goods





Higher Education


Healthcare

Retail

Wellness

Real Estate


Business Services

Facebook

Twitter

Instagram

Linkedin

Pinterest

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SOCIAL MEDIA ENGAGEMENT BY INDUSTRYKE

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Consumer goods brands have the highest cross-channel engagement ratios: Businesses in the consumer goods industry see healthy levels of social media engagement across channels, especially on Instagram (58.11 average engagement ratio), LinkedIn (20.81 engagement ratio), and Facebook (19.64 average engagement ratio).

Instagram is the overall engagement winner: The average brands in 12 out of 13 industries in this analysis see the highest engagement ratio on Instagram. The one exception is the real estate industry, which sees the highest engagement ratio on LinkedIn. Brands in the finance and insurance industry have the highest average engagement ratio on Instagram overall, with 96.17 average interactions per post per 1,000 followers.

Brands fall flat on Twitter: Across the board, businesses see low average engagement ratios on Twitter. Businesses in the construction products industry sees the highest levels of Twitter engagement, with 21.16 interactions per post per 1,000 followers on average.


II. BLOG PERFORMANCE

Blog Performance by IndustryThe graph to the right displays the average number of blog posts published per brand per month and the average number of social shares per blog post by industry.

Analysis based on Facebook, LinkedIn, Pinterest, and Google+ shares of blogs published between January 1, 2016, through December 31, 2016, from 701 businesses.

70,52070,520

Blogging Frequency and Blog Engagement by Industry

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BLOG PERFORMANCE BY INDUSTRY

Sports and entertainment brand blogs go viral: With 12,098 average social shares per blog post, the sports and entertainment industry sees over 10 times as many social shares per blog than any other industry. Within this industry, the sports teams sub-industry sees the highest average shares per blog post with 15,412 average social shares per blog post.

Blogs by higher education institutions are dormant: Higher education institutions post only one blog post per month on average, and see only 25 social shares per post on average. These findings are likely a reflection of the decentralization of blogs and social channels across departments and subdomains within higher education institutions.

The media and publishing industry published over 10 times more content per month than any other industry. It should come as no surprise that media and publishing brands create the most new blog content per month, with 575 posts per brand per month on average. The sports and entertainment industry comes in second place by this metric, with 55 average blog posts per brand per month.

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III. PUBLIC RELATIONS PERFORMANCE

PR Performance by IndustryThe graph to the right displays the average number of press mentions per brand per month and the average number of social shares per press mention by industry and by industry.

Analysis based on Facebook, LinkedIn, Pinterest, and Google+ shares of press mentions published between January 1, 2016, through December 31, 2016, from 701 businesses.

Public Relations Performance by Industry

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PR PERFORMANCE BY INDUSTRY

NOTE: TrackMaven conducted this analysis after the removal of Twitter’s share count feature. As a result, Twitter shares of blog posts are not included. To see benchmarks for social shares of blog posts including Twitter shares, please see our Blogging for Business Report.

The sports and entertainment industry is most newsworthy: The sports and entertainment industry sees 1,774 press mentions per brand per month on average, followed by higher education institutions with 1,520 press mentions per brand per month on average. The accommodation and food services industry comes in third place with 1,337 press mentions per brand per month on average.

The media and publishing industry gets the most impactful press mentions. While media and publishing brands average only 433 press mentions per brand per month, each press mention averages 208 social shares. This finding likely reflects the citation of news reports and articles as sources of reference.

Higher education, media and publishing, and sports and entertainment brands see the greatest PR amplification overall: On average, higher education institutions have the best overall PR performance with 121,594 social shares from press mentions per month. Media and publishing brands see 90,095 social shares from press mentions per month on average, and sports and entertainment brands see 79,839 social shares from press mentions per month on average. The wellness industry has the least impactful PR performance with only 4,014 social shares from press mentions per month on average.

https://trackmaven.com/blog/blogging-for-business/


IV. WEBSITE HEALTH

Moz Domain Authority by Industry The graph to the right displays the average Moz Domain Authority per brand by industry.

Domain Authority is a score developed by Moz that indicates website strength by predicting how well a website will rank on search engines. Based on a 100-point logarithmic scale, Domain Authority is calculated based on over 40 signals of website health, including linking root domains, number of total links, MozRank, MozTrust, and more.

Average Moz Domain Authority by Industry

Analysis based on the average Moz Domain Authority between January 1, 2016, and December 31, 2016, from 701 businesses.

Media & Publishing

Higher Education

Sports & Entertainment

Accommodation & Food Services


Healthcare

Business Services

Retail

Consumer Goods

Construction Products

Real Estate

Finance & Insurance

Wellness

78.67

75.55

71.27

67.52

67.51

67.04

64.62

64.07

63.18

61.52

60.09

58.35

86.23

AVERAGE MOZ DOMAIN AUTHORITY

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WEBSITE HEALTH BY INDUSTRY

Brands in the media and publishing industry, higher education industry, and sports and entertainment industry have the strongest websites: The average Moz Domain Authorities for brands in these industries are 86.23, 78.67, and 75.55, respectively

Businesses in wellness industry have ailing websites: Overall, the wellness industry has the lowest average Moz Domain Authority at 58.35.

Eight sub-industries get failing grades for website health: Businesses in the following industries have average Moz Domain Authority scores below 60:

Commercial Banking 59.30

Outdoor/Sporting Equipment 58.72

Fitness and Recreational Centers 58.35

Furniture Stores 57.97

Novelty 57.65

Food & Beverage 57.44

Investment Management 56.90

Recruiting & Staffing 43.24


Website Health vs. PR Performance by IndustryThe graph below displays the average Moz Domain Authority per brand by industry and the average number of press mentions per brand per month by industry.

Moz Domain Authority vs. Number of Press Mentions by Industry

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0 40 80 120 160

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AVERAGE PRESS MENTIONS PER BRAND PER MONTH


Construction EquipmentConsumer Goods



Higher Education

Wellness


Real Estate

Retail

Accommodation & Food Services

HealthcareBusiness Services

Analysis based on the average Moz Domain Authority between January 1, 2016, and December 31, 2016, and Facebook, LinkedIn, Pinterest, and Google+ shares of press mentions published between January 1, 2016,

through December 31, 2016, from 701 businesses.

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WEBSITE HEALTH VS. PR PERFORMANCE BY INDUSTRY

Overall, there is a strong correlation between an industry’s PR performance and average website Domain Authority. The media and publishing industry and higher education industry are two outliers; brands in each industry see high Moz Domain Authorities on average, despite a comparatively low volume of press mentions. This finding underscores the importance of high-impact press mentions; a smaller number of high quality press mentions can have an outsized impact of website health.


SOCIAL MEDIA PERFORMANCE

Facebook

Pinterest

LinkedIn

Instagram

Twitter

Average Followers Average Interactions per Post per 1,000 Followers

70,520

1.67

488

16.78

8,086

37.72

31,048

3.01

11,651

28.61

70,520Biggest Social Media Audience: Facebook (70,520 followers on average)

37.72Most Engaging Social Network: Instagram (37.72 average engagement ratio)

488Smallest Social Media Audience: Pinterest (488 followers on average)

1.67Least Engaging Social Network: Pinterest (1.67 average engagement ratio)

WEBSITE HEALTH:

ACCOMMODATION AND FOOD SERVICES: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

The casinos sub-industry gets the most top-of-funnel impact from a blog post on average.

Average social shares per blog post by sub-industry:

Casinos: 295

Restaurants: 6

Hotels: 21

PR PERFORMANCE:

The hotels sub-industry gets the most top-of-funnel impact from a press mention on average.

Average Social Shares per Blog Post by Sub-Industry:

Casinos: 27

Restaurants: 25

Hotels: 44

Average Moz Domain Authority by Sub-Industry:

Casinos: 69.23

Restaurants: 67.92

Hotels: 72.48

Overall Industry Average Moz Domain Authority: 71.27

0 100

71.27

Average Social Shares per Press Mention

Average Blog Posts per Brand per Month

793


Average Press Mentions per Brand per Month

43

1,337



Facebook

Pinterest

LinkedIn

Instagram

Twitter

Average Followers Average Engagement Ratio

19,823

2.25

126

4.15

30,744

14.09

1,119

1.53

11,565

4.16

30,744Biggest Social Media Audience: LinkedIn (30,744 followers on average)



1.53Least Engaging Social Network: Twitter (1.53 average engagement ratio)

WEBSITE HEALTH:

BUSINESS SERVICES: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

PR PERFORMANCE:



0 100

67.04

The management consulting sub-industry gets the most top-of-funnel impact from a blog post on average.


Business Services: 120

Management Consulting: 1,372

Cybersecurity Solutions: 91

Recruiting and Staffing: 60

The management consulting sub-industry gets the most top-of-funnel impact from a press mention on average.

Average Social Shares per Press Mention by Sub-Industry:

Business Services: 66

Management Consulting: 75

Cybersecurity Solutions: 17

Recruiting and Staffing: 32

Business Services: 69.62

Management Consulting: 77.03

Cybersecurity Solutions: 62.93

Recruiting and Staffing: 43.24

Average Social Shares per Blog Post


599

11



50

317



Facebook

Pinterest

LinkedIn

Instagram

Twitter


23,317

27.50

546

19.22

51,235

31.56

16,159

21.16

4,684

18.92




18.92Least Engaging Social Network: Facebook (18.92 average engagement ratio)

WEBSITE HEALTH:

CONSTRUCTION PRODUCTS: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

PR PERFORMANCE:

Ply Gem leads this industry with 147 social shares per blog post on average.

147

Carrier Corporation leads this industry with 329 social shares per press mention on average.

329



43

4



73

258

Caterpillar leads this industry with a Moz Domain Authority of 79.60.0 100

63.18Overall Industry Average Moz

Domain Authority: 63.18

http://www.plygem.com/wps/portal/home

https://www.carrier.com/carrier/en/us/

http://www.caterpillar.com/


SOCIAL MEDIAPERFORMANCE BLOG PERFORMANCE: PR PERFORMANCE: WEBSITE HEALTH:

CONSUMER GOODS: DIGITAL MARKETING PERFORMANCE BENCHMARKS

58.11

330,337

Facebook

Pinterest

LinkedIn

Instagram

Twitter

Average FollowersAverage Interactions per Postper 1,000 Followers

186,916

15.43

10,708

20.81

10,443

9.94

55,899

19.64

330,337Biggest Social Media Audience: Instagram (330,337 followers on average)

10,443Smallest Social Media Audience: LinkedIn (10,443 followers on average)



The food and beverage sub-industry gets the most top-of-funnel impact from a blog post on average.


Apparel: 56

Cosmetics: 844

Consumer Electronics: 416

eCommerce: 249

Food and Beverage: 1,413

Outdoor/Sporting Equipment: 0

Household Items: 17

Personal Care: 511

Toys: 40

Watches and Jewelry: 43

The consumer electronics sub-industry gets the most top-of-funnel impact from a press mention on average.



0 100

64.07

Apparel: 56

Cosmetics: 34

Consumer Electronics: 292

eCommerce: 249

Food and Beverage: 35

Outdoor/Sporting Equipment: 33

Household Items: 19

Personal Care: 46

Toys: 108

Watches and Jewelry: 119

Apparel: 64.05

Cosmetics: 63.10

Consumer Electronics: 75.50

eCommerce: 64.99

Food and Beverage: 57.44

Outdoor/Sporting Equipment: 58.72

Household Items: 61.83

Personal Care: 64.32

Toys: 70.06

Watches and Jewelry: 62.74




221

23



83

713



Facebook

Pinterest

LinkedIn

Instagram

Twitter


8,059

0.00

25

6.71

11,982

96.17

328

3.25

7,608

13.22





WEBSITE HEALTH:

FINANCE AND INSURANCE: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

The insurance sub-industry gets the most top-of-funnel impact from a blog post on average.

Average social shares per blog post by sub-industry:

PR PERFORMANCE:

The commercial banking sub-industry gets the most top-of-funnel impact from a press mention on average.


Commercial Banking: 143

Investment Management: 208

Insurance: 285

Commercial Banking: 45

Investment Management: 13

Insurance: 36



0 100

60.09 Commercial Banking: 59.30

Investment Management: 56.90

Insurance: 64.72



206

8



596

19



Facebook

Pinterest

LinkedIn

Instagram

Twitter


21,210

1.00

110

8.18

7,170

48.47

4,115

3.23

6,516

26.47





WEBSITE HEALTH:

HEALTHCARE: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

PR PERFORMANCE:

Columbia University Medical Center leads this industry with a Moz Domain Authority of 93.42.

Spectrum Health leads this industry with 379 social shares per blog post on average.

379

Johns Hopkins leads this industry with 89 social shares per press mention on average.

89



132

7



772

72

0 100



http://www.cumc.columbia.edu/

http://www.cumc.columbia.edu/

https://www.spectrumhealth.org/

https://www.jhu.edu/



Facebook

Pinterest

LinkedIn

Instagram

Twitter


35,350

0.00

118

0.26

21,802

83.05

9,541

3.21

71,451

8.69

71,451Biggest Social Media Audience: Twitter (71,451 followers on average)




WEBSITE HEALTH:

HIGHER EDUCATION: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

PR PERFORMANCE:

MIT leads this industry with a Moz Domain Authority of 94.42.

Barnard College leads this industry with 51 social shares per blog post on average.

51

Barnard College leads this industry with 95 social shares per press mention on average.

95



25

1



1,520

80

0 100



http://web.mit.edu/

https://barnard.edu/

https://barnard.edu/



Facebook

Pinterest

LinkedIn

Instagram

Twitter


499,140

0.55

100,946

4.13

82,600

27.92

149,762

2.89

756,331

7.41

756,331Biggest Social Media Audience: Twitter (756,331 followers on average)




WEBSITE HEALTH:

MEDIA AND PUBLISHING: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

The online media sub-industry gets the most top-of-funnel impact from a blog post on average.


PR PERFORMANCE:

The news sub-industry gets the most top-of-funnel impact from a press mention on average.


News: 1,050

Publishing: 259

Online Media: 1,263

News: 405

Publishing: 127

Online Media: 177



0 100

86.23

News: 88.18

Publishing: 83.67

Online Media: 85.31



1,136

575



433

208



Facebook

Pinterest

LinkedIn

Instagram

Twitter


10,750

11.00

723

14.13

4,441

13.09

17,548

3.35

3,542

6.46




WEBSITE HEALTH:

REAL ESTATE: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

PR PERFORMANCE:

14.13Most Engaging Social Network: LinkedIn (14.13 average engagement ratio)

Keller Williams Realty leads this industry with a Moz Domain Authority of 76.26.

Coldwell Banker leads this industry with 286 social shares per blog post on average.

286

Corcoran leads this industry with 82 social shares per press mention on average.

82



183

26



271

29

0 100



http://www.kw.com/kw/

https://www.coldwellbanker.com/

http://www.corcoran.com/


Convenience and LiquorStores: 59

RETAIL: DIGITAL MARKETING PERFORMANCE BENCHMARKS

29.67

128,483

Facebook

Pinterest

LinkedIn

Instagram

Twitter

Average FollowersAverage Interactions per Postper 1,000 Followers

89,330

4.84

14,631

11.90

6,942

6.11

15,422

16.54





The novelty sub-industry gets the most top-of-funnel impact from a blog post on average.


The convenience and liquor stores sub-industry gets the most top-of-funnel impact from a press mention on average.



0 100

64.62


Furniture Stores: 418

Department Stores: 162

General Merchandise: 57

Novelty: 897

Grocery Stores: 348

Sporting Goods: 145

Convenience and LiquorStores: 109

Furniture Stores: 94

Department Stores: 87

General Merchandise: 52

Novelty: 99

Grocery Stores: 25

Sporting Goods: 29

Convenience and LiquorStores: 62.11

Furniture Stores: 57.97

Department Stores: 79.96

General Merchandise: 63.35

Novelty: 57.65

Grocery Stores: 63.80

Sporting Goods: 68.23



353

9



52

568

SOCIAL MEDIAPERFORMANCE BLOG PERFORMANCE: PR PERFORMANCE: WEBSITE HEALTH:



Pinterest

LinkedIn

Instagram

Twitter


32,509

24.96

18,376

7.65

5,812

52.46

8,797

3.58

11,770

21.48

32,509 Biggest Social Media Audience: Facebook (32,509 followers on average)




WEBSITE HEALTH:

SOFTWARE AND APPLICATIONS: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

The user applications sub-industry gets the most top-of-funnel impact from a blog post on average.


PR PERFORMANCE:

The user applications sub-industry gets the most top-of-funnel impact from a press mention on average.


Software and Applications: 150

User Applications:456



Software and Applications: 34

User Applications:67

Software and Applications: 65.93

User Applications:74.52

0 100

67.52



244

16



519

57

Facebook



Facebook

Pinterest

LinkedIn

Instagram

Twitter


617,742

8.93

1,955

36.76

2,147

48.52

537,009

1.34

499,290

16.52



1,955Smallest Social Media Audience: Pinterest (1,955 followers on average)


WEBSITE HEALTH:

SPORTS AND ENTERTAINMENT: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

The sports teams sub-industry gets the most top-of-funnel impact from a blog post on average.


PR PERFORMANCE:

The sports teams sub-industry gets the most top-of-funnel impact from a press mention on average.


Sports Leagues and Federations: 258

Sports Teams: 12,591



Sports Leagues and Federations: 20

Sports Teams: 54

Sports Leagues and Federations: 81.25

Sports Teams: 74.45

0 100

75.55



15,412

55



1,774

45



Facebook

Pinterest

LinkedIn

Instagram

Twitter


78,082

7.56

1,413

13.55

4,653

31.61

80,108

3.62

42,068

10.05



1,413Smallest Social Media Audience: Pinterest (1,413 followers on average)


WEBSITE HEALTH:

WELLNESS: DIGITAL MARKETING PERFORMANCE BENCHMARKS

BLOG PERFORMANCE:

PR PERFORMANCE:

Crossfit leads this industry with a Moz Domain Authority of 83.11.

Pure Barre leads this industry with 137 social shares per blog post on average.

137

Equinox leads this industry with 63 social shares per press mention on average.

63



78

3



106

38

0 100



https://www.crossfit.com/

http://purebarre.com/

https://www.equinox.com/


INDUSTRY

OVERALL SOCIAL MEDIA ENGAGEMENT RATIO (FACEBOOK, TWITTER, INSTAGRAM, LINKEDIN, AND PINTEREST COMBINED)

OVERALL SOCIAL MEDIA FOLLOWERS (FACEBOOK, TWITTER, INSTAGRAM, LINKEDIN, AND PINTEREST COMBINED)

OVERALL SOCIAL MEDIA FOLLOWER GROWTH (%, FACEBOOK, TWITTER, INSTAGRAM, LINKEDIN, AND PINTEREST COMBINED)

AVERAGE MOZ DOMAIN AUTHORITY

AVERAGE BLOG POSTS PER BRAND PER MONTH

AVERAGE SOCIAL SHARES PER BLOG POST

AVERAGE PRESS MENTIONS PER BRAND PER MONTH

AVERAGE SOCIAL SHARES PER PRESS MENTION

ACCOMODATION & FOOD SERVICES 87.78 121,793 26.87 71.27 3 79 1,337 43

BUSINESS SERVICES 26.18 63,376 35.10 67.04 11 599 317 50

CONSTRUCTION PRODUCTS 118.37 95,941 27.99 63.18 4 43 258 73

CONSUMER GOODS 123.92 594,303 21.63 64.07 23 221 713 83

FINANCE & INSURANCE 119.35 28,001 26.91 60.09 8 206 596 19

HEALTHCARE 87.34 39,121 24.63 67.51 7 132 772 72

HIGHER EDUCATION 95.22 138,262 77.08 78.67 1 25 1,520 80

MEDIA & PUBLISHING 42.90 1,588,778 34.82 86.23 575 1,136 433 208

REAL ESTATE 48.02 37,004 39.00 61.52 26 183 271 29

RETAIL 69.06 254,808 19.66 64.62 9 353 568 52

SOFTWARE & APPLICATIONS 110.14 77,265 26.08 67.52 16 244 519 57

SPORTS & ENTERTAINMENT 112.07 1,658,143 18.30 75.55 55 15,412 1,774 45

WELLNESS 66.39 206,324 50.45 58.35 3 78 106 38

DATA APPENDIXAbout the Data: For this report, we used the TrackMaven marketing analytics platform to analyze the social media performance, blog performance, public relations performance, and website health of 701 companies in 13 industries from January 1, 2016, to December 31, 2016. The overall metrics for each industry are available below:


TrackMaven’s marketing analytics platform provides best-in-class competitive intelligence, marketing attribution, and analytics across 18 digital channels including social media, ads,

PR, marketing automation, CRM, and more.

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Documents

Digital Marketing Analytics Performance Report