Shippensburg Chamber of Commerce marketing presentation delivered on

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)
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2. > 1/3
• Of the world’s population is on the internet
SOURCE: ICT FACTS & FIGURES 2011
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3. Every Second
Almost 8 new people come onto the internet
SOURCE: INTERNETWORLDSTATS.COM, 2012
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4. 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
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5. This begs the questions
• Do they know you exist?
• How will they find you?
• Will they find you before they find your competitor?
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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 2011
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
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7. Inbound Converts Leads
Lead-to-Customer Close % by Channel
16%
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. 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%
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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 FELLOW
PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT SEPTEMBER 2010
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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
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11. 61% of global internet
users
• Research products and services online
SOURCE: INTERCONNECT WORLD: SHOPPING AND PERSONAL FINANCE, 2012
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12. Google leads search
44% of online shoppers begin by using a search engine
35%
Google
All Others
65%
SOURCE: COMSCORE, MAY 2011
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13. Fact
Ranking high on search engines is
no longer optional, it’s critical
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14. Are You 1st Page?
75% Look at First Page of Search ONLY
25%
First Page Only
Other
75%
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15. Fact
The 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 links
SOURCE: HUBSPOT
Smith Elliott Kearns & Company, LLC

16. Bottom Line
If Google can’t find you, neither
will anyone else
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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. S.M. Helps You Get
Found
Increase 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%
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19. Blogging
Blogging Penetration in Companies
45%
40% SOURCE: EMARKETER, 8/10
35%
30%
25%
20% 39%
34%
15% 29%
25%
10%
16%
5%
0%
2007 2008 2009 2010 2011
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20. Smith Elliott Kearns & Company, LLC