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Author: Search Influence Alumni

Small Business, Big Difference: Social Media Use on the Rise
Clutch, a B2B research firm, has released the results of its 2015 survey on small business practices in social media. The survey, which received more than 350 submissions, asked small business owners or managers to give insight into their social media and Internet marketing practices.

The Findings

Here are some highlights of the small businesses surveyed:

Small business digital marketing strategies
- 53% of small businesses use social media
- 45% of small businesses work on SEO
- 25% of small businesses use online advertising
Company size
- 60% of responding businesses have fewer than 10 employees
- 14% have between 11 to 50 employees
- 18% have between 51 and 250 employees
- 8% have over 251 employees
Investment (employee time, agency spend, ad spend)
- 38% expect to increase their investment
- 38% plan on keeping the same investment
- 16% plan to decrease investment
What Does This Mean?

It’s weird to think back to 2006, when Facebook was essentially just for high school and college students to interact with each other through basic status updates. Nine years later, Facebook has around 1.44 billion monthly active users, yet only 53% of businesses surveyed indicated they use social media. In today’s social media age, having an active social presence is one of the easiest and most inexpensive options available to small businesses. It’s free to create a business page on Facebook, Twitter, and the other myriad of social media pages. Additionally, with the abundance of users on these sites, your customer base and target audience is already available to you; you just need to bring them to your page.

Benefits of Social Media for Small Businesses

When customers shop at small businesses, they tend to value the qualities of these stores versus their big-box competitors. Having a question answered on a local bike shop’s Facebook page is usually easier than reaching out to a large retailer’s customer service team. Allowing customers to post to your business’ page also gives other viewers the ability to see reviews, photos, and that the business cares about its customers by maintaining an active social presence. Maintaining a strong social presence can work as a way to “warm up” your potential customers and introduce them to your brand for a relatively low initial cost.

Small Business Investment

Besides simple statistics, the survey discusses the necessary investment of small businesses to ensure that their social media strategy has the best chance to be successful. While it may seem that just having a profile is enough to effectively market your business, there is additional effort that should be taken if you want to see your desired results. Employees should have a hand in the content strategy and the day-to-day operations. Various opinions can help diversify your strategy and give additional insight into your broader customer base. By spreading the responsibilities of managing the page across a few employees, each individual’s workload should not be greatly affected, while the overall product will be of high quality. Wondering how you can make time for social media and continue to run your small business? Check out these social media tips for time-starved entrepreneurs.

Content Strategy

In addition to diversifying where your content is coming from, it helps to vary the content you’re sharing with your followers. If you’re only talking to your current customers about products or direct business promotions, people new to your page may dismiss your content, as it doesn’t apply to them. Try to think outside of the box and delve into your potential customers’ other interests. By using this practice, your pages and posts can be beneficial in more ways than reminding customers of your weekly promotions. Writing about the best local bike trails may bring more people to your page through liking, sharing, and commenting, and it can help to organically get your store’s name into your community.

Takeaway

Seventy-six percent of the companies surveyed responded that they would either keep the same investment moving forward or increase it. Facebook and Twitter have shown over the past five to 10 years that the sites are not simply the most visited social media pages, but two of the most visited websites of any kind. When establishing your small business, it is important that your business could be found on Google. But in 2015, it is becoming important that your business be available on social media sites as well. Moving forward, each company should take the necessary time to see what resources can be used to begin a social media campaign. Start off by managing a page yourself, working your way up to reach an ideal social media campaign, and involving an overlap of employee involvement, agency guidance, and some use of social media advertising such as Facebook fan-building campaigns, for example, which have shown to have the best results for success with these small businesses.

To view the complete report, visit Clutch.

Image source:

Clutch infographic
July 29, 2015
Have Hashtags Become the New Slogans?

In the world of marketing, businesses seem more focused on creating a captivating hashtag to correspond with the newest campaign rather than a fresh slogan. Is it possible for the two to coexist, or are slogans as we know them well on their way to becoming a thing of the past?

Slogans 101

Slogans are defined as brief, catchy phrases used in marketing campaigns with the intent to direct a customer’s attention toward a particular product or company. Often referred to as taglines, especially in advertising, these short strings of words often stick with the company for a long time or forever if they are successful.

However, that success may have been transferred over to the power of the hashtag, as there has been a steady decline in the use of advertising slogans in both the United States as well as the UK over the past 20 years. Perhaps they were on their way out before hashtags were more than just a pound sign smashed into a string of words.

The Hashtag Takeover

Hashtag is defined as a word or phrase that is preceded by a hash or pound sign and used to identify messages on a specific topic, generally on social media sites such as Twitter.

The newly invented hashtag first appeared as a practice of writing for Twitter posts during the 2009-2010 Iranian election protests by both English- and Persian-speaking users.

However, the term was presented in a blog post by Stowe Boyd, where “Hash Tags = Twitter Groupings” was written Aug. 26, 2007. Twitter jumped on board and began to hyperlink hashtags in tweets July 2, 2009 as a way to link all corresponding tweets to a particular hashtag to be incorporated in search results for Twitter users.

A Look at #TodayAsWeKnowIt

Fast forward to 2015, and hashtags are used for numerous reasons, including event promotion, campaigns, human rights, awareness and absolutely for marketing, making the hashtag far more versatile than the slogan. For example, the recent trending hashtag #mondaymotivation received more than 76,000 tweets as of July 28, according to Twitter. The #betterforit Nike Women brand campaign hashtag, for example, has received more than 800 tweets just this month. That’s according to Hashtracking.com, a website that tracks hashtag mentions. And so we circle back to the question at hand: Is the traditional slogan to be replaced by the ever-present hashtag?

Image sources:

Hashtag image

McDonald’s cart image

July 28, 2015
Your Fortunes Are Written in the Stars (Your Facebook Star Reviews, That Is)

In a time when smartphones can do everything from tracking down our car keys to acting as a 3D mobile scanner, the modern American consumer is more connected than ever. The Internet lets us share photos with people across the world or down the street, but in addition to sending Snapchats and Facebook messages, people are increasingly looking for opinions and suggestions from their community of savvy fellow consumers, who are often ready and willing to share their thoughts on everything from the best place to eat on date night to the new laptop they just bought on sale.

Wading through this sea of advice and opinions can be intimidating for a small business—but it’s also necessary. If you’ve ever diligently scoured sites like Yelp or Amazon for information before making a major purchasing decision, you already know that reviews can be powerful. Not only do they give you great feedback about how well your business is doing, but they also share valuable information about the quality of your products and services. And today—now that we’re far from flipping through hard copies of Consumer Reports when researching a purchase—modern Internet users tend to rely on the insights and second opinions provided by their existing online network.

While online reviews tend to hold more sway among younger generations, a June 2015 study found that 70% of Americans look to review sites before making a major purchase, and another 57% of respondents say that they also seek out recommendations on social media.

To that end, it’s more important than ever for businesses to elicit positive reviews across the board. Google has always made it patently simple for Internet users to see the verdict of public opinion on any given product or service at a glance, thanks to a display of five-star reviews that act as a visual guide in the search engine results pages. Without even clicking on a link, searchers have the opportunity to learn how well a product or service has been received by the online community.

In the past, major review sites like Google+, TripAdvisor, and Yelp have all been prominent sources for this type of information, and the most recent site to join their ranks is Facebook.

These five-star reviews show up near the top of the search engine results for brand-name searches, but they also occasionally turn up in broader searches as well.

This is good news for businesses. Internet users tend to prefer leaving reviews on Facebook over other review sites, showing a preference for giving feedback on Google+, Facebook, and Yelp—in that order. Facebook has the added benefit of a strong user base, since most of your customers are likely to already have Facebook logins and reviews are quick and easy to post. In addition, Facebook reviews don’t get filtered like Yelp reviews do.

In the past, we’ve recommended building up your business’s credibility by getting reviews in multiple places, and it’s worth restating: Google+, Yelp, Yahoo, Facebook, Twitter, and similar sites are all essential when it comes to showing off the quality of your products and services to as many potential customers as possible. And Google’s new update means that if you haven’t yet gotten a toehold in the Facebook review arena, it’s probably a good idea to work it into your long-term reviews strategy for a dose of extra visibility on search engine results pages.

If your review game is not strong or you’re worried about your online reputation, don’t fret. Check out our tips for handling reviews, and let us know how we can help!

July 24, 2015
How Apps Will Change the Future of Online Marketing

We use apps for everything. From staying in touch with loved ones to shopping for wedding dresses, apps are quickly taking over the mobile online world. But as businesses prep their sites for mobile in the wake of Mobilegeddon, many are overlooking the potentially lucrative opportunities available with apps. In fact, these handy little features may just shape the way we market to online users in the future. Here are a few ways apps will impact our online behavior, and digital marketing as a result.

The Way We Search

As technology develops, the act of pulling up a Web browser and typing in a search query is becoming more and more cumbersome. Add the fact that screens are getting smaller (especially with the introduction of wearable devices), and traditional search methods may soon be gone forever. To adapt to this change in the way we find information, many users will turn to apps for instant access to what they need. A quote on an HVAC system? There will be an app for that. Late night delivery options in their neighborhood. There’s an app for that, too. Small businesses are also utilizing apps to work more productively and efficiently.

The Way We Buy

Companies are already seeing a dramatic change in the way customers are making their purchases. There’s a significant shift towards mobile shopping, with even more customers choosing branded apps to make their final decision. For retailers, this is simply an unmissable opportunity. As customers become more and more accustomed to mobile shopping, they’ll be more likely to choose retailers who offer a functional, attractive app.

The Way We Stand Out

It’s no secret that a company’s online presence strongly impacts a customer’s or client’s decision to work with them. The time spent in mobile apps has increased 21 percent since last year, and it’s only climbing higher. Customers will be looking for companies with apps, and not having one may sorely hurt your business. Think of it this way: when a customer searches for a business and finds that they don’t even have a website, they’ll be less likely to trust that company. The same may ring true for those without apps, as this technology continues to grow and more customers search the app store. Making the investment now may save you lost customers in the future.

Apps are changing the way we interact with the online world, and as a result, they will change the way we reach our customers in the future. As the prevalence of this technology continues to grow, it becomes more important than ever for companies to use apps as the powerful digital marketing tools they’re meant to be.

July 22, 2015
Marketing Must-Haves: What to Look for When Hiring an Online Marketing Firm

You may be worried that outsourcing your online marketing efforts will mean losing control of your company’s voice.

You are the expert when it comes to your company’s unique selling points, after all. However, a good online marketing firm will want to work hand-in-hand with you to make sure your story stays intact and works for you. Remember, they are also experts! A good marketing firm can help tell your story on multiple platforms and ensure it stands out above the competition, whether it is local or industry-driven. Here are some tips for hiring the right online marketing firm.

Find a firm that provides a full arsenal of services.

An effective marketing firm will offer a full range of services. To be competitive online, you need to reach your desired audience wherever they may be, and they may be on multiple platforms. Search engine optimization, social media, and advertising are all important elements to a successful marketing effort. Remember, it’s not enough to plop a website online or create a Facebook page and hope for the best. A marketing firm should be able to do keyword research, write compelling content, and handle your advertising investment.

Check testimonials and read successful case studies.

When you’re hiring an individual, you always ask for a resume, conduct an interview, and check their references. You should follow the same rules when hiring a marketing firm. Think of their website and online presence as their resume. What do they have to offer? How do they approach their job differently than others? Then start a dialogue with the company. Get on the phone with them. Ask questions, learn more about the company culture, and evaluate whether or not their team can help you achieve your goals. Finally, check references. You want to make sure their other customers are satisfied. Read their testimonials and case studies, such as the Success Stories showcased on the Search Influence website, to get an understanding of how they measure success.

Make sure the firm utilizes analytics and lead tracking.

One of the most important aspects of a marketing plan is analytics. Without solid and consistent analytics set up on the front end, you won’t be able to see the fruits of your marketing efforts—and most importantly, your return on investment. A good marketing firm will be results oriented and will be able to talk you through their analytics and lead tracking process. When hiring a marketing firm, make sure they are able to track how a visitor came to your site, whether it was through paid or organic search, a referring site, or an email marketing campaign; which search engines are being used to find your site; what keywords you’re ranking for (and what keywords you SHOULD be ranking for); what page of your site is generating leads and conversions; and your audience’s physical location.

Follow these three helpful tips to hire the right online marketing firm for your company, and see your traffic increase and your leads turn to conversions.

July 20, 2015
Time Savers: 9 Tech Hacks to Improve Your Efficiency

Trying to make your time working on the Internet more efficient? Looking for tools that could potentially save your life in case of an emergency? We here at Search Influence have gotten a good grasp on the types of tools that are effective in the workplace. Here are a few tech hacks you’ll be glad to discover.

Google Tech Hacks

As easy as Google is to navigate, there are more intricate systems at play in its algorithm that can be utilized when searching for something more specific.

Set a Time Range

In Google Search Tools, you can set Google to only display results within a certain time frame, with the range going down to as little as one hour.

What we use it for: Referencing content that is the most up-to-date or relevant.

Reverse Image Searching

In Google Images, you can upload an image or copy and paste an image’s link from the web and ask Google to find images that match that one. Google will also display similar images.

What we use it for: Determining whether an image is a stock photo; looking for the same image with different image dimensions.

Specific Website Search

Google allows its users to search for keywords on specific websites through a “site:keyword” search. For example, if looking for Bridget Juelich’s blog post “A Family Affair: Teaching Mom a Thing or Two About SEO,” entering “site:searchinfluence.com Mother’s Day” into the search bar will bring it up seamlessly.

What we use it for: Easily navigating websites to find specific content.

Gmail Tech Hacks

Gmail has become one of the most used email clients in the world. With Google and other companies implementing a host of functions and features, there’s a reason for all the excitement.

Boomerang

Installing Boomerang allows you to schedule specific messages to be sent at certain times. It will also allow you to archive important messages and bring them back when you need them.

What we use it for: Resending emails if there was no reply; streamlining inboxes.

Sidekick

Sidekick by HubSpot is an email tracker that allows you to see when emails you sent were opened. It can also be used with Microsoft Outlook or Apple Mail.

What we use it for: Determining whether or not to resend an email; receiving social media or company info from senders.

Undo Send

Google has officially rolled out the undo send function for Gmail. After hitting send on an email, you have up to 30 seconds to undo it before it is received by the recipient.

What we use it for: Attaching forgotten files; retracting emails that were accidentally sent using “Reply all.”

Chrome Extensions

Chrome allows its users to install extensions to increase the functionality of the browser.

Pearls

Pearls allows Chrome users to highlight specific keywords on specific web pages, whole websites, or even the entire Internet. All the user has to do it type what words Pearl should find and highlight.

What we use it for: Drawing our eyes to special instructions; looking at specific phrases on web pages.

Grammarly

Grammarly is an online grammar and spell checker that will show you your errors in an instant. It also has a document function that saves projects to your account through cloud storage.

What we use it for: Quickly checking emails for spelling or grammar issues; helping ensure the quality of our written content.

The Great Suspender

Does your computer ever start to run slowly because you have so many tabs open in your web browser? The Great Suspender will suspend your tabs until you are ready to use them again. You can even tell the extension which websites to never suspend.

What we use it for: Saving tabs for later research.

With these tech hacks, your Internet exploration is sure to be both fun and efficient.

Image sources:

Google search tools image

Google reverse image search

Pearls Extension image

The Great Suspender image

July 15, 2015
Five for Friday: Facebook’s Payment Feature, DuckDuck Go, & More!

1. Facebook Messenger Payments Service Is Nationwide – Mashable

Facebook’s vice president of messaging products, David Marcus, recently announced that Facebook Messenger has rolled out its payment feature. Users can add their debit card information in the Messenger’s settings. You can then send payments by starting a conversation with a friend and clicking the “$” icon followed by the “Pay” button. If you are on the receiving end of this transaction, you will be prompted to accept the payment at the appropriate time. Marcus has been quoted saying that the payment feature is “easy and safe.”

2. Google Earth Turns 10 – Google Blog

Google Earth celebrated its 10th birthday on June 29, 2015. Google Earth allows users to see the world from a variety of viewpoints, from 3D versions of cities across the globe to striking photos of our planet shot from space. Happy belated birthday, Google Earth!

3. Google: Panda Refresh Coming Soon – Search Engine Roundtable

It looks like we’ve made it through the holiday weekend without seeing the newest Panda update, but the “refresh” is coming soon. During a recent Google Hangout session, John Mueller announced that he expected the Panda refresh to happen in a few weeks. (The Panda update was first introduced in 2011 with the goal of preventing sites with poor quality content from ranking in Google’s top search results.)

4. DuckDuckGo Surpasses 10 Million Search Queries – Search Engine Land

DuckDuckGo, a search engine launched in 2008, hit the 10 million daily query mark on June 22. The company has promised not to collect or share your information while searching—a rare feature for any company in the search engine industry. DuckDuckGo has also announced that they will be giving out 10,000 t-shirts to users who promote their search engine to three additional users!

5. Instagram Makes Content More Accessible With Place Search – Search Engine Watch

Instagram has granted users the ability to search by location, allowing them to access other users’ location-tagged photos from the Explore page. Now, anyone with an Instagram account can peer into the most interesting places in the world. This new search feature also allows users to search people, places, and tags simultaneously.

Image sources:

Facebook Messenger payments

DuckDuckGo image

July 10, 2015
Health Care on the Home Front: Recruit Mommy Bloggers

When it comes to online influence, mommy bloggers are a huge force in social media and the blogosphere—something many major brands have noted in the past. Names like Pepsi, Wal-Mart, Home Depot, and Coach have all made space for these influential bloggers in their content marketing strategy, adding a dose of authenticity to their campaigns.

Information exchange has always been a big part of raising children, whether parents are looking for advice on dealing with a behavior problem or trying to find new food options. You can call your friends or your own parents, but there’s always the network of experienced parents ready to give advice online—and with roughly 4.2 million mommy bloggers on the Web, 60 percent of whom say that they blog about brands they love, these influential resources can be a crucial part of a campaign. The bloggers with good advice and entertaining updates rise to become Internet celebrities. Not unlike professional athletes with sponsorship deals, an endorsement from popular mommy bloggers can boost your medical Internet marketing campaign to the next level.

To tap into the reservoir of parental advice-givers online, keep these four tips in mind.

Know Your Mommy

Different bloggers have very different backgrounds and attitudes, and a look at the list of the top U.S. mom bloggers shows the diversity of their backgrounds, attitudes, and writing styles. Many have posted a lot of information about themselves, and you should be able to determine which bloggers would be more interested in your products or services. If you’re looking to raise awareness about new vaccination services at your hospital or practice, you might expect less enthusiastic support from a blogger who has been vocal against immunization in the past. On the other hand, a PTA leader active in community projects might be able to help with your next awareness campaign.

Participate in the Conversation

Once you see the kinds of subjects that capture the attention of online parents, look out for topics relevant to your industry. For medical Internet marketing, establish yourself as an authority by posting informative updates about subjects that matter to parents. When it comes to important issues like vaccinations, there will always be rumors and hearsay online, but presenting an informed medical perspective can give mommy bloggers a resource to reference or link in the discussion. However, because of legal complications, you’ll want to avoid offering specific medical advice online, especially in response to individual questions. The American Medical Association’s Code of Medical Ethics is a great resource for anyone who is uncertain about treading into the waters of ethical online content.

Make Your Health Care Message Viral

When you have an announcement that’s less interesting, consider the kinds of clever images and videos that get circulated online. To advertise a touchless flush system, KOHLER worked with WhatsUpMOMS, a YouTube channel and video blog produced by a trio of mothers, to create a video titled “How to Potty Train Your Kid in 5 Seconds!” You may not have the budget for a clever commercial as part of your medical Internet marketing, but you can show that you understand the stresses and concerns of parenthood.

Stay Professional

Ultimately, the parents in your area have a vested interest in health care for the sake of their children. The first priority is to make your website informative and then to improve your search result rankings to make your website more visible. Once the public is able to find your site, you can work on turning satisfied customers into positive reviews. If your practice is more focused on cosmetic services, then you may want to take a more active approach by advertising on social media.

In the past, companies selling breast pumps or minivans have offered mommy bloggers free samples or test-drives in exchange for reviews, but free samples are less applicable in the arena of medical Internet marketing, and some women might take offense at being personally offered cosmetic procedures. The best approach is simply to make your business visible and available.

Image source:

How to Potty Train Your Kid in 5 Seconds!

July 7, 2015
NOLA: Something to Write Home About
I am not a New Orleans native. I don’t ask how your “momenem” are doing, and I didn’t grow up eating red beans and rice every Sunday. I’m a good ole-fashioned Midwestern girl. I love a good steak, a cold Bud Select, and Cardinals baseball.

I’ve been living in New Orleans for a year and a half now—a tech transplant working for Search Influence, a fast-paced online marketing company that’s given me a chance to not only experience this city, but also has given me an awesome tech career. And I love it down here in NOLA! The people are warm and welcoming, the food is delicious, and the city itself feels like home. I’ve had the privilege of showing off my new city to my mother, my in-laws, and multiple friends, but there’s still one visitor I have yet to host: my dad.

Who wouldn’t want this guy to visit?

My dad and my stepmom, Jennifer, lead active, busy lives. They each own and run businesses, and they are parents to my adorable eight-year-old brother Blake.

I mean seriously, does it get cuter than this?

Although they likely have their vacations booked through 2016, I’m determined to ensure New Orleans makes the list. To help my case, I recently sent my dad an email with two (in my very biased opinion) fantastic ideas.

In case you are in a similar boat and trying to convince a friend or family member to come visit you, here’s the email. Feel free to paraphrase or steal any part of it to get them to book a ticket.

Email Subject: Best. Ideas. Ever.

Idea #1: Dad & Jennifer Take On NOLA

Contrary to popular belief, there are TONS of fun things to do in New Orleans that don’t revolve around partying like a frat bro. Here’s a sample of some of the things we would all enjoy:
- Swamp tour
- Visit a plantation
- Walking tour of the French Quarter
- Audubon Zoo
- Girls shop while dudes go skeet shooting
- Dinner at Brisbi’s on the lake
- Rent bikes and tour the city
- Go on a ghost tour
Idea #2: Dad & Charlie Best The Big Easy

Editor’s note: Charlie is my talented, hilarious, fun-loving 26-year-old brother who lives in Denver. And yes ladies, he’s single. And a dog lover to boot!

In line with popular belief, New Orleans is a freaking blast. Here’s a sample of some things we all might enjoy:
- Swamp tour with a stop at the daiquiri shop beforehand
- Mardi Gras World (open year ‘round!)
- Skeet shooting
- Deep sea fishing
- The Sazerac Bar
- Piano bar at Pat O’Briens
- Lafitte’s Blacksmith Shop Bar, the oldest bar in New Orleans
- Live music on Frenchmen Street
- Spend an evening on a Bourbon Street balcony with a bunch of beads (fun fact: this happens outside of Mardi Gras with similar results)
After sending the email, I received a pretty standard dad response: he’ll think about it. While I continue to hold my breath to see which of these trips will happen, hopefully you will find this to be a helpful guide to convince your own sought-after visitor to sample life in New Orleans.
July 6, 2015
Search Influence Takes a Shine to New Summer Influencers

Search Influence continues to grow! This June, we’re proud to welcome four new faces to the team.

Brittney Schering – Junior Internet Marketing Associate

Originally from a small town just south of Detroit, Mich., Brittney first ventured over to Grand Valley State University, where she obtained a bachelor’s degree in professional writing in April 2011. The following month, she moved to New York City and then to Los Angeles one year later. Last October, she moved to New Orleans on a whim with her boyfriend and their crazy pup, Frida, who just turned a year old on Cinco de Mayo. Prior to working at Search Influence, Brittney worked as a full-time nanny and freelance writer/editor. She loves to spend her free time enjoying live music everywhere.

Jensen Quadros – Junior Account Associate

Jensen is from New Orleans, La. She is a recent graduate of Loyola University New Orleans. She has a degree in marketing (one of her favorite topics) as well as a minor in accounting. In her free time, she loves driving and going on road trips, especially trips to the beach. Jensen is excited to join the Search Influence team!

Jordan Smith – Junior Account Associate

Jordan is from Mandeville, La. She recently graduated from the Louisiana Scholars’ College at Northwestern State University in Natchitoches with a degree in communications and liberal arts. At NSU, Jordan was a member of Phi Mu Fraternity and the editor of the Potpourri yearbook. She is excited to get started at Search Influence!

Rebecca Cutler – Junior Account Assistant

Rebecca is from New Jersey, and she is about to start her senior year at Tulane University. She is pursuing a dual degree with a B.S.M. in marketing and a B.A. in economics. In the past, she has interned at advertising agencies in New York and in New Orleans. She absolutely loves New Orleans, but she especially loves the amazing food and trying new places to eat.

Welcome to SI, Brittney, Jensen, Jordan and Rebecca! We’re excited to see all the great things you will accomplish!

June 29, 2015