2013 01 28 edw presentation for shippensburg chamber of commerce 1.1

“We need to stop interrupting what people are interested in & be what people are interested in.”

Craig DavisChief Creative Officer, WorldwideJ. Walter Thompson (World’s 4th largest ad agency)

Information and training provided by Smith Elliott Kearns & Company, LLC is intended for reference only. As the information is designed solely to provide guidance to the participants, it is not intended to be a substitute for someone seeking personalized professional advice based on specific factual situations.

Although Smith Elliott Kearns & Company, LLC has made every reasonable effort to ensure that the information provided is accurate, Smith Elliott Kearns & Company, LLC and its Members, managers and staff make no warranties, expressed or implied, on the information provided. The participant accepts the information as is and assumes all responsibility for the use of such information

> 1/3

• Of the world’s population is on the internet

SOURCE: ICT FACTS & FIGURES 2011

Smith Elliott Kearns & Company, LLC


Every SecondAlmost 8 new people come onto the internet

SOURCE: INTERNETWORLDSTATS.COM, 2012


Reaching Your Audience

• % of people of skip TV ads 86

• % decline in tech trade show spending 46

• % of direct mail never opened 44

SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010


This begs the questions

• Do they know you exist?

• How will they find you?

• Will they find you before they find your competitor?


2012 Spend Vs. 2011Inbound Marketing Spending

will spend more than they did in 2011will spend samewill spend less than they did in 2011

SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012


Inbound Converts Leads

SEO

Direct

Tra

ffic

Refer

rals

Paid

Sea

rch

Social

Med

ia

Out

boun

d0%2%4%6%8%

10%12%14%16%

15% 15%

9%7%

4%2%

Lead-to-Customer Close % by Channel

Lead-to-Customer Close % by Channel

SOURCE: HUBSPOT


Inbound Marketing

Company Blog

LinkedIn

Facebook

Twitter

0% 10% 20% 30% 40% 50% 60% 70%

57%

62%

52%

44%

% of Businesses Acquiring Customer Through This Channel

HUBSPOT 2012


• “Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers.

• Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the internet.”

JIM JANSEN, SENIOR FELLOWPEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT SEPTEMBER 2010


How Many of You…• Search using the Yellow Pages?

• Search using Google on your PC?

• How many of you search using a mobile device?

GOOGLE IS THE NEW YELLOW PAGES


61% of global internet users

• Research products and services online

SOURCE: INTERCONNECT WORLD: SHOPPING AND PERSONAL FINANCE, 2012


Google leads search

65%

35%

GoogleAll Others

44% of online shoppers begin by using a search engine

SOURCE: COMSCORE, MAY 2011


Fact

Ranking high on search engines is no longer optional, it’s critical


Are You 1st Page?

75%

25%

75% Look at First Page of Search ONLY

First Page OnlyOther


FactThe more keyword-rich content you generate, the more search engines will find (and love) you.

Businesses that blog >= 20 times/month get 5X more traffic than those who blog less that 4 times/month

Companies that blog have 97% more inbound linksSOURCE: HUBSPOT


Bottom Line

If Google can’t find you, neither will anyone else


What’s Your Email Strategy?

• 27% of emails were opened on a mobile device in the second half of 2011

• 80% of email marketers send the same content to all subscribers

• The word “exclusive” increases unique open rates by 14%


S.M. Helps You Get Found

Generate Sales

Cut Marketing Cost

Market to Customers

Increase Web Traffic

Increase Biz Exposure

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

6%

8%

12%

15%

39%

SOURCE: AMERICAN EXPRESS 2010


Blogging

2007 2008 2009 2010 20110%

5%

10%

15%

20%

25%

30%

35%

40%

45%

16%25%

29%34%

39%

Blogging Penetration in Companies

SOURCE: EMARKETER, 8/10
