Are You Investing in the Wrong Marketing Channel?

by John Perkins

Neil Patel recently surveyed 118 businesses across various industries to determine their marketing priorities. The findings were alarming: the majority of marketing efforts were directed towards organic social media. However, the return on investment (ROI) analysis revealed that organic social media was the least effective channel.

Data from Neil Patel showing effort invested into various tactics

Data from Neil Patel showing impact of same tactics

We see this phenomenon with many life sciences companies who invest a significant amount of time in LinkedIn company page posts. Unfortunately, we've seen that only a tiny proportion of their target audience will actually see these posts - between 1-2% of the total follower base.

However, ongoing investment of time into company posts persists. We believe this is because a company post is generally easy to carry out, it is highly visible to senior management and can also be used to promote other marketing activities.

Our findings are not unique. According to HubSpot’s State of Marketing Report for 2024, the most effective marketing channels for businesses are:

• SEO: 16%
• Social media shopping tools: 16%
• Paid social: 14%
• Email marketing: 14%
• Content marketing: 14%

We're not advocating not posting on your LinkedIn company page but just that it should not be relied on as a primary marketing channel.

If your marketing strategy heavily relies on organic social media, it might be time to reconsider your approach. Instead of sticking to a strategy that's not delivering results, explore other channels that have proven to be more effective.

Our team can help you turn things around. We’ll identify the right channels and tactics to connect you with your target audience, ensuring maximum returns on your marketing investments.

Don't hesitate to get in contact for an informal chat.