2013 01 28 edw presentation for shippensburg chamber of commerce 1.1

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2013 01 28 edw presentation for shippensburg chamber of commerce 1.1

  1. 1. “We need to stop interrupting what people are interested in & be what people are interested in.” Craig Davis Chief Creative Officer, Worldwide J. 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 theparticipants, 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, LLCand its Members, managers and staff make no warranties, expressed or implied, on the information provided. The participant accepts the information as is and assumes allresponsibility for the use of such information
  2. 2. > 1/3• Of the world’s population is on the internetSOURCE: ICT FACTS & FIGURES 2011 Smith Elliott Kearns & Company, LLC
  3. 3. Every SecondAlmost 8 new people come onto the internetSOURCE: INTERNETWORLDSTATS.COM, 2012 Smith Elliott Kearns & Company, LLC
  4. 4. Reaching Your Audience• % of people of skip TV ads 86• % decline in tech trade show spending 46• % of direct mail never opened 44SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010 Smith Elliott Kearns & Company, LLC
  5. 5. This begs the questions• Do they know you exist?• How will they find you?• Will they find you before they find your competitor? Smith Elliott Kearns & Company, LLC
  6. 6. 2012 Spend Vs. 2011 Inbound Marketing Spending will spend more than they did in 2011 will spend same will spend less than they did in 2011SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Smith Elliott Kearns & Company, LLC
  7. 7. Inbound Converts Leads Lead-to-Customer Close % by Channel16%14%12%10% 8% 15% 15% 6% 4% 9% Lead-to-Customer 7% 2% 4% Close % by Channel 2% 0% SOURCE: HUBSPOT Smith Elliott Kearns & Company, LLC
  8. 8. Inbound Marketing % of Businesses Acquiring Customer Through This Channel Twitter 44% Facebook 52% LinkedIn 62%Company Blog 57%HUBSPOT 2012 0% 10% 20% 30% 40% 50% 60% 70% Smith Elliott Kearns & Company, LLC
  9. 9. • “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 Smith Elliott Kearns & Company, LLC
  10. 10. 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 Smith Elliott Kearns & Company, LLC
  11. 11. 61% of global internet users• Research products and services online SOURCE: INTERCONNECT WORLD: SHOPPING AND PERSONAL FINANCE, 2012 Smith Elliott Kearns & Company, LLC
  12. 12. Google leads search44% of online shoppers begin by using a search engine 35% Google All Others 65%SOURCE: COMSCORE, MAY 2011 Smith Elliott Kearns & Company, LLC
  13. 13. FactRanking high on search engines isno longer optional, it’s critical Smith Elliott Kearns & Company, LLC
  14. 14. Are You 1st Page? 75% Look at First Page of Search ONLY 25% First Page Only Other 75%Smith Elliott Kearns & Company, LLC
  15. 15. FactThe more keyword-rich contentyou generate, the more searchengines will find (and love) you.Businesses that blog >= 20 times/month get 5X more traffic than thosewho blog less that 4 times/monthCompanies that blog have 97% more inbound linksSOURCE: HUBSPOT Smith Elliott Kearns & Company, LLC
  16. 16. Bottom LineIf Google can’t find you, neitherwill anyone else Smith Elliott Kearns & Company, LLC
  17. 17. 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% Smith Elliott Kearns & Company, LLC
  18. 18. S.M. Helps You Get FoundIncrease Biz Exposure 39% Increase Web Traffic 15%Market to Customers 12% Cut Marketing Cost 8% Generate Sales 6% SOURCE: AMERICAN EXPRESS 2010 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Smith Elliott Kearns & Company, LLC
  19. 19. Blogging Blogging Penetration in Companies45%40% SOURCE: EMARKETER, 8/1035%30%25%20% 39% 34%15% 29% 25%10% 16%5%0% 2007 2008 2009 2010 2011 Smith Elliott Kearns & Company, LLC
  20. 20. Smith Elliott Kearns & Company, LLC

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