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Author: Search Influence Alumni

  • 5 For Friday: Local Search, News, Advice, Measuring Success, and Penguin Refresh

    Five

    1. Local Businesses: Watch Out!
    – Search Engine Watch

    Apple’s newest gadget, the Apple Watch, is likely to have a major impact on local search. The expected increase in hyper-local searches means added pressure will be placed on businesses to ensure they can be found easily online. “Users will be able to search for locations via dictation or favorites, map out the routes and receive touch feedback at each turn – including different notifications to denote right or left turns” said Apple’s Vice President of Technology Kevin Lynch.

    2. SEO Success: Ranking #1 Isn’t What it Used to Be
    -Search Engine Land

    Following “Pigeon”, Google’s latest algorithm update, it has become increasingly apparent that rankings do not equal success. Instead you should focus on the following 5 metrics to more effectively measure SEO success: organic traffic, organic landing pages, organic conversion sources, Google My Business impressions and clicks for driving directions.

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    3. Awaiting the Penguin Refresh
    – Search Engine Watch

    Google’s John Mueller recently announced that a Google is working on a Penguin update that is expected to launch in the “reasonable future.” In the meantime, Muller encourages webmasters to “focus on cleaning up site issues and making sure the sites are as good as they can be in and of themselves rather than focusing on individual factors of individual algorithms.”

    4. Social Customer Service: Now More Important than Ever
    – Search Engine Watch

    The social media revolution has had countless impacts on the success and failure of businesses. Consumers have more power than ever before; therefore, it is crucial businesses are aware of their concerns. Tips for success include: taking complaints and issues offline as quickly as possible, responding in less than an hour, and creating content that helps the customer, while maintaining a positive attitude.

    5. App-sessed
    – Marketing Land

    A new study shows that users spent 21 percent more time on apps in the last year. The data revealed that users are spending the longest amount of time on music-related apps and the shortest (but also most frequent) amount of time on social networking apps.

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    Image Sources:

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  • 5 for Friday: New Apple Gadgets, Net Neutrality, And Twitter Says Buy, Buy, Buy!

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    1. Apple’s Big Reveal
    -Mashable

    This week, it’s impossible to ignore Apple’s big unveilings. While the new iPhone 6 may come with some interesting upgrades, for me, “the big reveal” was all about the Apple Watch. The new gadget is very slick looking and appears to be packed with features. Apple aims to put our entire social networks on our wrists while combining a fitness tracker, texting and voice capabilities, as well as a ton of fun apps. Check out this article, which talks about the technology behind Apple Watch.

    2. Twitter’s Advances Its E-Commerce Plans
    -TechCrunch

    As the ever growing competition between social media giants continues, Twitter explores alternative revenue options other than advertisements. The Nathan Hubbard, Twitter’s head of commerce, says of the microblogging platform, “[We] want to be a bridge between a consumer wanting something and getting it.” While still in the testing phase, the “Buy” button is a big step for Twitter in a series of initiatives built to generate more profit from its 271 million users. How do you feel about the option to buy goods from within Tweets?

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    3. Facebook Converts Higher Value Into Better Marketing Services
    -Bloomberg

    While on the subject of social media advertising, check out this article on Bloomberg, which talks about Facebook’s incremental improvements to its array of advertising services. Marketers today are willing to spend more money for better conversion tracking, innovative new promotion options (such as video ads), and improved mobile ads.

    4. Social Networks for Net Neutrality
    -TechHive

    SaveTheInternetImageOver a dozen large websites, such as Netflix, Foursquare, and WordPress, joined “The Internet Slowdown Day” protest on Wednesday, looking to garner public support in the fight for net neutrality. Citing big Internet providers as the enemy, the websites simulated what the fast and slow lanes of the Internet would look like by displaying the loading page icons on their home pages. As September 15th approaches (the deadline for second-round comments on FCC proposed net neutrality rules), the conversation about Web traffic regulations is as pertinent as ever.

    5. Are You Using All Possible Keyword Sources?
    -Moz.com

    This highly informative post by Neil Patel uncovers some of the potential sources for your keyword research that you may not have thought of previously. While you may already have a preferred tool, the author suggests several unorthodox ways to supplement your research and, ultimately, lead to a better SEO campaign.

    Image Sources:

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    Twitter Buy Now Button

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  • On Social Entrepreneurship and Social Media – Interview with Alexandra Ernst of Project Pangia

    ProjectPangiaOwnerImageA year and a half ago, Project Pangia was born from the mind of Alexandra Ernst. After graduating from Loyola University New Orleans and working with The Walt Disney Company, she set out to create a business of her own. Having a passion for travel, meeting people, and social change, she aimed to create a business that would connect people. Project Pangia is a global initiative based on social and interactive development through the exchange and tracking of travel bracelets. With the help of social media, Ernst has managed to successfully fund an $18,000 Kickstarter campaign, create jobs for various underprivileged women in Bali, Indonesia, and spread these bracelets to more than 17 countries.

    How did you come up with the idea for your business?

    Project Pangia started as an idea for a travel website. I’ve always had the entrepreneurial spark and I wanted to create something. More than creating a normal business, I wanted to create something that connected people around the world and had some social impact.

    I began thinking about how our generation uses social media; we all have Facebook, Instagram, and Twitter – people sometimes just sit and browse through these sites for hours looking at other people’s posts or thinking about what they are going to post. Then, I started thinking about how I could utilize these tools but be able to connect with people not only on a virtual level but also on a human level. This evolved into a travel networking site, but I needed something that would allow me to do it on a fixed budget. It all came full circle when I thought about the idea of creating these bracelets. I said, “What if I give these bracelets to one person; they can hand one off to another person and somehow be able to see where these bracelets are going?”

    How does the exchange of bracelets work?

    As it is explained on the Project Pangia website, every bracelet is handmade and stamped with a unique code, which is registered on the site. Every bracelet is handmade and stamped with a unique code, which is registered on the site. You can track your impact as your bracelet is passed along from one hand to another in the “spirit of kindness.” Each new recipient can add to the bracelet’s story online before passing it on to someone new. We keep you updated as your bracelet reaches certain milestones so you can witness just how far one simple act of kindness can go.

    What is the goal/vision for your business?

    A huge part of it is working in underprivileged communities that otherwise wouldn’t have these opportunities of having fair compensation for their work, quality working conditions, and mentorship. For now, I’ve handled the production aspect in Bali – we used recycled surfboards and other sustainable materials for our production, packaging, and shipping. Ultimately, I would like to offer other communities around the world these types of opportunities through collaboration and partnerships.

    Project Pangia also aims to spread kindness and spread the message of “travel in kindness.” By doing so, we are creating cultural awareness and connecting people through the use of personal interaction, as well as through embracing the use of technologies and social media platforms.

    Finally, as the business grows, I want for Project Pangia to have a strong online presence on a global level and I have been slowly creating this by displaying my products and the stories that arise through them on my website, Facebook Page, Instagram, and Twitter.

    ProjectPangiaScreenshotImage

    If you are active in social media, what platform do you find elicits the most activity?

    Facebook and Instagram have definitely been the two that have grown at the fastest rate. In January 2014, my Facebook page had about 200 followers. Once I began to post more consistently and I began to push a couple of Facebook Ads, it grew to almost 3,900 in just a few months.

    My Facebook page was definitely my most important and effective tool for my Kickstarter campaign. If it weren’t for Facebook it would have been impossible for me to successfully fund it. By creating Sponsored Posts through Facebook I was able to drive a lot of traffic to my campaign. Also, my campaign was shared via Facebook 1,523 times! It was definitely where I saw more interaction from my followers who eventually became my backers. My goal was $18,000 and I raised $18,295.

    My Instagram has also continued to grow. I constantly want to push more imagery, and I think nowadays there’s an overload of information and people don’t want to read that much. Therefore I want to show them as many pictures of my products and their impact, and my followers have responded very well to that. A month ago, I had about 300 followers and it has nearly doubled in less than a month.

    I try to be very meticulous and careful about what I post, which is why I do not post as often as other businesses. Something very important to keep in mind is that you can’t just post anything online; you have to be very intentional with what you are writing.

    What other tools aside from social media are you utilizing to push your business online?

    I currently use a WordPress site and as someone without much technical background, this platform has truly allowed me to manage my website effectively. WordPress even has a tool that measures traffic within the same platform. I also have Google Analytics installed with the site and I use Hootsuite to create social media posts ahead of time and make sure I stay organized.

    Do you have any advice for other young entrepreneurs who want to leverage the use of social media with their business?

    It’s way more time and money than you’ve ever imagined, so you better love it with all your heart and truly believe in it. However, once you start seeing how people respond and the feedback they give you it makes it all worth it.

  • New York Hotel Fines $500 For Negative Online Reviews. How Can They Fix It?

    500fineA Hudson, NY hotel has a perplexing way of dealing with bad reviews. According to Page Six, instead of using bad reviews as constructive criticism, the hotel charges wedding couples $500 for each bad review their guests post online.

    “Please know that despite the fact that wedding couples love Hudson and our inn, your friends and families may not,” reads an online policy. “If you have booked the inn for a wedding, or other type of event . . . and given us a deposit of any kind . . . there will be a $500 fine that will be deducted from your deposit for every negative review . . . placed on any Internet site by anyone in your party.”

    As expected, this caused the Internet to go into a frenzy. The day the story broke, the company’s Yelp page was flooded with over 500 bad reviews causing their review rating to plummet.

    Since Yelp recently received a well-deserved boost from Google in their search results, Yelp reviews can significantly help or hinder a business.

    Here are a few ways you can handle bad reviews without charging a $500 fine:

    1. Respond to good and bad reviews:

    Respond to all reviews, especially if they are asking a question or expressing a concern. When people take time out of their day to review your business, they like to be recognized. Responding to reviews lets consumers know that you care about your customers.

    2. Strive to be great at what you do:

    If you provide an all around excellent experience, you will get great Yelp reviews. It’s that simple!

    3. Calmly address the Reviewer’s Issues:

    When addressing a bad review remain polite and respectful. The reviewer is someone that gave your establishment a try and wasn’t happy with their experience for whatever reason. Hear this person out. If you respond in a negative way, it only makes your business look bad to other consumers. Not only can you ruin the chance of the reviewer changing their review or revisiting your establishment, this can also cause you to lose potential customers who choose businesses based on online reviews.

    4. Offer a remedy:

    If you think there is a way to rectify the situation, try to offer the person an incentive to come back. Send a private message that includes a coupon for a free milkshake or discounted service. Yelp users can use the update function to change their initial review. Everyone likes to feel that his or her opinion matters, so feeding a disgruntled user’s ego can sometimes quell the fury, and may lead them to reconsider their initial opinion of you.

    5. Bad reviews should be used as constructive criticism

    Never take a bad review personal. Bad reviews that are rational and deserved are not completely a bad thing. Use that negative review as a way to improve your business. Once you have fixed an issue or improved your business based on critiques, let the Yelp community know. They will be happy to know that their concerns matter and that you are listening.

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  • Tiny Houses and Tiny Spaces: Making the best use out of space

    TinyCoverDesignImageThe term “Netflix” is Internet speak for “how to kill 2 hours on a rainy Saturday evening.” Well, it was one of those times, and I had stumbled upon Tiny: A Story About Living Small. This documentary shows Christopher Smith’s yearlong journey to find a home of his own. To accomplish this, Chris sets out to buy a large plot of land surrounded by wilderness. On it, he begins to build a tiny house. He ends up building his “home” on a utility trailer with 124 square feet of living space. In the film, Chris also interviews several other families that have also decided to consolidate their living situation.

    If you are like me, you have poured hours into Google searches of these tiny houses and thought, “that’s clever.” The numerous tricks and tips of people who opt for a smaller living space utilize all of the space so that they are comfortable and not cramped. It is this notion that interested me most – taking something small and making it seem bigger by utilizing only what matters and making it flow.

    When it comes to design, far too often we are faced with trying to fill in every conceivable space with more content and images. In doing this, we fail to see that what we are left with is just a pile of stuff and our original message is buried. Also, there are times when we say more than what is needed, and instead of drawing in the target viewer, they seem to just be waiting patiently for the end so that they can move onto the next thing. So to combat this, I have compiled a list of things to consider when designing for smaller spaces, whether for a sidebar web ad or a quarter page ad in a magazine.

    Take a Hard Look at the Space

    The main thing that gets lost when designing for small spaces is the actual size of what we are designing for. Computers give us the ability to enhance images and see them close up. But far too often, what can be read while zoomed in, cannot be read in its actual size. So take the time to open the web ad in a browser to see it in action, or print out the magazine ad and hold it in hand.

    Stack the Messages

    When it comes to deciding what to put in to the space, think of each element as a physical thing. Can you stack everything in your hand and still read everything? Does the logo take up too much space to where someone could fail to know what the image is? Does the novel-like copy seem like more of a pain to read and not draw in attention?

    Dual Purposes

    ToiletDualPurposeImageWhat makes tiny houses so unique and intriguing is that the purpose of everything within them is to maximize space. Like having a sink connected to upper basin of a toilet to eliminate the need for two large elements in a bathroom.

    In the design of things, we can sometimes make use of this as well. Can you use images of your brand in action? Is there a way to animate a web ad and engage the audience in the process? Can that magazine ad both sell your brand and serve as a useful tool to the viewer, like a checklist or a resource worthy of being saved?

    Space to Stretch Out

    The most common reason for people not wanting to jump on the tiny house bandwagon is the concern of not having enough room to even stand up. Many have expressed they would feel too confined and cramped. This same concern should be applied to our designs. When faced with a small real estate for any design, empty space needs to be viewed as an actual thing, as opposed to just being “empty.”

    Too often, we view space as being wide and vast. This also trickles down into the planning process for designs, and by the time it comes to implementation, there is no space for any of the elements to stand up or stretch out. It is important to take into account that space is an actual thing and needs to be represented, otherwise the design will become too confined and cramped.

    The Big Impact of Little Things

    The idea that everything needs to be big in order to be seen is something that does not hold true with designs that are small. This mindset is great for ideas, but when it comes to implementation, all that excitement and enthusiasm needs to be more focused. When it is, that small thing will be inviting and call out, like the sirens to Internet sailors, or to the casual passerby of a newsstand. These small designs should act as a ticket to something larger, something that merits investigation. Making our audience ask, “I wonder what that is all about?” is stronger and more enticing than just giving them a catalog of your products. It is that sense of curiosity and yearning to investigate that will build brand strength and forge a desire to learn more about what it is that you do.

    If you are curious about tiny houses, check out these blogs:

    http://www.tumbleweedhouses.com/

    http://thetinylife.com/

    http://www.tinyhousedesign.com/

    Image Sources:

    Tiny Book Cover

    Dual Purpose Toilet

  • TUTORIAL: A Google Gem That’s Trending Near You

    GoogleTrendsLogoMy clients frequently ask me how long it takes to rank higher on Google search page results. I explain that the process is gradual and not guaranteed due to a number of factors, such as the 200 plus “signals” that make up Google’s algorithm, the time it can take for Google to read our “signals,” creating a consistent online presence, etc. — the questions usually end there. I recently had a client challenge me beyond a basic explanation of SEO, digging into my keyword research, and inspiring me to explore the seasonal average search value.

    When the client asked me if I examined seasonal search value in my keyword research, I had to admit that I had not. It typically makes sense to look at average yearly search volume because, as stated above, the SEO process is gradual and we don’t want to target a term that will only help our clients in the short-term. This still left me wondering about seasonal search value, so I researched it. I was suspicious that seasonal search could help identify outside factors that affect the progress of SEO campaigns, and it may help lock-down industry standards that I wasn’t aware of.

    Google Ad Words’ Keyword Planner does allow you to select different date ranges to examine the monthly average value, but I wanted to find a tool that identified possible patterns in keywords. I should have known that Google already had a product for this: Google Trends.

    Google Trends’ Fun Facts:
    – Started in 2006
    – Remember “Google Insights for Search”? This tool put search data into graphs and merged with Google Trends in 2012
    – Medical researchers have attempted to predict outbreaks with this tool over the past few years
    – You don’t need a Google account to use this tool

    Visit the site and follow along with my tutorial

    When you visit Google Trends, you will see three columns of interesting data, so where should you start? The best place to start is with your goals in mind. Do you have specific keywords in mind that you would like to research and compare, or do you want keywords generated for you based around a topic? Either option is available here, along with many other unique features that make it a useful tool for SEO experts.

    GoogleTrends

    Here you will find 3 main categories: “Trending Now,” “July 2014 Charts” and “Explore in-Depth”. The first two categories could be used to brainstorm social media and blog ideas because you can see what’s being searched the most that day as well as a review of the past month’s top searches organized by topic.

    I am going to examine the third column on the page titled, “Explore in-Depth” because I find it most useful for SEO purposes. Still keep in mind the other two columns, however, because they relate to recent news and pop culture that’s also trending. The “Explore in-Depth” column shows two examples of ways you can examine topics and keywords. Click “More to Explore” at the bottom right-hand corner to see all of your search options.

    How to search by Keyword

    When you start adding “Topics” that you are interested in gaining search value for, you will also see a drop-down box appear which gives you different types of searches to select. The example below shows “Search term,” which would be the keyword or query, “Transportation Mode,” which is a category. Google will find keywords that fall into that category, and “Book by Deanne Sclar” which indicates a branded search for that book. Once again, think about your goals. If you have specific terms in mind that you want to research, then select the “Search Term” option. If you want to explore a category and see what keywords were searched the most under that category, select the category.

    GoogleTrendsTopicsImage

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    I first selected “Search Term” and filtered the dates of our search to July 2013-July 2014. As you’ll see below, I receive an “Interest over time” graph, but I am also given a “Regional List” category of countries who have searched for “auto repair” the most. I have also been supplied with “Related Searches” at the bottom of the page. Let’s explore these resources.

    GoogleTrendsTopicsInterestsImage

    Note that the numbers on these graphs are not absolute numbers. They are relative to each other to reflect a trend.

    “Numbers represent search interest compared to the highest point on the chart. If at most 10% of searches for a given region and time were for ‘pizza’ we’d consider this 100. Each point on the graph is divided by the highest point and multiplied by 100. When we don’t have enough data, 0 is shown.” -Google Support

    1. Interest over Time

    GoogleTrendsTopicsInterestsForecastImage

    This graph gives us a snapshot of the overall trend of searches for “auto repair” between July 2013 and July 2014. Hover over any point in the graph to see the exact score that Google Trends gave that time period of searches. After hovering over these points and comparing the highest score to the lowest, I realized that there was no dramatic change, but there was a slight decrease in late fall and early winter months.

    GoogleTrendsTopicsInterestsDecImage

    GoogleTrendsTopicsInterestsFebImage

    You may notice the letters next to what seems like random points on the graph. These letters represent times when news headlines included that keyword. This is an interesting tidbit of knowledge to consider. Knowing if the trend increased dramatically is important because it could be due to an outlying factor.

    GoogleTrendsTopicsInterestsNewsdayImage

    Fun Fact: Look at how the trend for the keyword “hurricane” was affected by Hurricane Katrina in 2005.

    GoogleTrendsTopicsInterestsHurricaneImage

    You may notice the “Forecast” check box to the right of the “News Headlines” check box. This feature attempts to predict the upcoming trend of your search term. Note that you have to extend your start and end dates to make this option available. To yield the most accurate forecast, open the start and end dates to as wide as possible. This yielded the below results, showing the possibility of slight decreases in the fall and early winter months, with a continuous increase in the spring and summer months. Note that I had to hover over the graph points to figure out the dates because the graph does not let you zoom in.

    You could use this chart in conjunction with other keyword research tools such as Google Ad Words’ Keyword Planner to expect possible decreases or increases in certain keywords due to seasonal search value. For example, it’s not surprising that “ac repair” is not a particularly common search word during the winter months. Other keywords with seasonal value may not be as obvious, however, so resorting to Google Trends serve as one tool to help you crack the code when dealing with what seems to be seasonal increases or decreases in the search rankings.

    GoogleTrendsTopicsInterestsForecastImage

    2. Regional Interest

    “Regional Interest” displays larger areas that are searching for your keyword the most. While this is a useful tool for pinpointing countries and large cities, it does not typically show small cities or rural towns. In a global search (as shown below) the results help to narrow down the top countries searching for a keyword, and then the largest cities by clicking the “City” tab. The numbers represent the same calculated numbers as in the “Interest over time” section, so they are normalized and are the outcome of comparing the search volume to the area that searched for your keyword the most.

    For a business with a statewide, national or a global target audience, this map could help you pair the keyword with specific locations. It is possible that more people search “auto repair” in Detroit, while more people in Los Angeles search for “car repair”. This sounds like a slight difference, but the more precise you can be when choosing keywords, the higher your possible rate for success will be.

    In this case, the United States shows a dramatically higher interest in “auto repair” than any other country. You can click on each country to see a breakdown of interest within each one. You may also click the “City” link next to “Region” for the cities with the most interest in “auto repair” despite the country (demonstrated in the 2nd photo below).

    GoogleTrendsRegionalInterestsImage

    GoogleTrendsRegionalCityInterestsImage

    3. Related Searches

    If Google identifies your keyword with other similar terms that are being searched for, it will list them in the Related Searches section. This section is broken down by “Topics” and “Queries”.

    In this case, I received queries, but did not receive any topics. The message under “Topics” read, “not enough search volume to show results”. In keyword research, however, I would prefer to look at the queries because they are exact keywords. For example, “car repair” and “auto body repair” are the top two related queries listed for “auto repair” (shown below). You could use this list to find keywords that you may not have thought about researching, or to examine the similar keywords in relation to the keyword you are searching.

    GoogleTrendsRelatedSearches

    The “Rising” tab under “Queries” shows terms that have had a significant increase in searches compared to the previous year. As shown below, “mobile auto repair” has risen 160%. This does not mean that “mobile auto repair” is one of the highest searched terms overall, but it may be worth monitoring throughout the campaign to see if it continues to rise and could be important to rank well for. With the rise of mobile Internet usage, it makes sense that this term could continue to increase in value.

    Resources:

    Google’s Algorithym: http://www.google.com/intl/en-US/insidesearch/howsearchworks/algorithms.html

    Google Trends data calculation: https://support.google.com/trends/answer/4355164?hl=en&rd=1

    Google Ad Words’ Keyword Planner Tool (must be logged into Google Ad Words):

    https://adwords.google.com/ko/KeywordPlanner

    GoogleTrendsRelatedSearchesRisingImage

    Finding a Pattern:

    I started researching more specific auto terms and found that there was a seasonal pattern for the service, “auto detailing”. I would not make this seasonal observation a factor in whether to choose the term as a targeted keyword or not because there is consistent search value. Although, it may help explain a decrease of site traffic in the winter months if that occurs.

    It is easy to get caught up in looking for a direct cause and effect between SEO practices and search engine rankings or site traffic, but expanding your research to recognize seasonal patterns can give you a larger idea of how your industry is searched for online.

    My next tutorial will examine search results by “Topic” instead of specific keywords. Stay tuned to learn more about how this can help your SEO practices!

     

    Image Source:

    Google Trends Logo

  • 6 Second Marketing: Using Vine for Your Business

    Jul14

    In today’s fast-paced society, your business doesn’t have much time to grab the attention of potential customers. Can you do it in six seconds? Millions of users are racking up views and attention for their six-second masterpieces on Vine, Twitter’s ultra-short video sharing app that fits in well with the social network’s theme of keeping things brief—and businesses are using Vine to amplify their social media marketing campaigns and boost visibility.

    What is Vine? A Brief History

    Launched in January 2013 by Twitter, Vine was originally a mobile app that capitalizes on smartphone cameras, allowing users to capture and share up to six seconds of looped video. The platform gathered steam quickly, becoming the fastest growing app of 2013 with millions of users and several viral clips.

    Today, Vine has more than 67 million users. Vine videos can be posted to other social networks like Facebook and Twitter, and earlier in 2014 the platform introduced a desktop interface similar to YouTube, with searches, playlists, popular users, and trending tags.

    The Benefits of Using Vine for Business

    Some companies view the Vine platform as too short to be useful—but many said the same about Twitter. There are several benefits to using Vine as part of your marketing strategy, and they extend beyond the platform itself.

    Here are just a few of the advantages Vine can give your business:

    • Video works. Several studies have shown that video consistently performs better as a marketing tool, with higher engagement and more click-throughs. Regardless of your business type, video can help you promote it: 90 percent of online shoppers find video helpful in buying decisions, and 75 percent of executives watch work-related video.
    • Shorter is better. Online viewers are often pressed for time, or multitasking and switching between several windows. Long videos tend to see fewer views—so at six seconds a pop, viewers are far more likely to watch a Vine video.
    • Boost social sharing. Vine videos don’t have to stay on Vine. They can be posted on multiple social sites, or your business website or blog, and including hashtags in your description can help you improve discoverability and encourage sharing.

    What Can You Do with Vine?

    Just how much marketing can you pack into six seconds? With the right mindset, you can deliver a powerful message through a Vine video. For example, Lowe’s home improvement store created a series of Vine videos called “Lowe’s Fix in Six,” with each video delivering an interesting home do-it-yourself (DIY) tip. UK fashion retailer ASOS engaged their followers with an “unboxing” video of their products that invited customers to upload their own unboxing, incorporated the hashtag #ASOSUnbox, and entered participants in a drawing for a goodie box.

    To create effective short videos, consider:

    • The types of videos you want to offer—you might have helpful tips, product showcases, customer contests, or even content that’s pure entertainment
    • How you’ll communicate your message briefly and visually
    • The best way to tie your short videos to your company brand or theme

    Remember that like all social media marketing, Vine should be used to share more than just your products or services. Consider offering quick behind-the-scenes video that shows your workplace culture, your employees in action, or where your products are made. Or get your followers to participate and invite six-second testimonial videos, which you can display on your website in addition to posting on Vine and other social platforms.

    Regardless of your social marketing strategy, the Vine platform can make a powerful, visual addition to your current efforts and help increase your business visibility and reach. All you need is a smartphone or digital camera, and six seconds.

    Image courtesy of Frank Gruber

    Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

  • Lucky Number 7: The 13th Floor Welcomes New Influencers

    Lucky Number 7: The 13th Floor Welcomes New Influencers

    Some may think that the thirteenth floor is unlucky (we sure don’t!), but everybody knows that seven is the luckiest number. This month, there are seven new influencers! Join us in welcoming our newest team members.

    Gerardo-MenendezGerardo Menendez  – Junior Account Associate

    Gerardo (Gerry) grew up in San Salvador, El Salvador. At the age of 18, Gerry moved to Boston for college where he attended Bentley University. Upon graduation, he moved to New Orleans to be closer to his family and enjoy the local festivities. He is passionate about music, nature, and traveling. In his spare time, he loves attending music festivals, shows, and going on nature expeditions across the country.

     

    Jacqueline-CarterJacqueline Carter – Junior Account Associate

    Originally from New Jersey, Jacqueline came to New Orleans to study marketing at Tulane University. Before joining the Search Influence team, Jacqueline worked in advertising. In her free time, she loves to travel and try new restaurants around New Orleans.

     

    John-Luckey

    John Luckey – Junior Account Associate

    John was born and raised in Wisconsin and is brand new to New Orleans. He is a recent graduate in Psychology from the University of Wisconsin and moved to town to follow true love (he knows he will also love his work at Search Influence). In addition to attending school, John spent his senior year at UW doing public relations and communications work for a Madison-based insurance company. He enjoys cooking and producing electronic music in his free time.

     

    Kayla-Green

    Kayla Green – Junior Internet Marketing Associate

    Born and raised in Ponte Vedra Beach, FL, Kayla moved to New Orleans to study marketing at Loyola University New Orleans. Prior to SI, she worked as marketing coordinator for the music venue One Eyed Jacks. Currently, Kayla holds the honorary title as “the biggest Led Zeppelin fan in the crescent city.”

     

    Kristie-Andres

    Kristie Andres – Junior Internet Marketing Associate

    Kristie Andres, a born and raised Florida girl, found herself pulled to New Orleans by deep family roots. After a brief run in New York City, she packed up her remarkable shoe collection, and moved to New Orleans. She danced her way through high school at an art school in Florida, and received her bachelor’s degree in Journalism with a minor in dance from the University of Florida, where she currently pursues a master’s degree in Web Design and Online Communications. If she is not online shopping or reading today’s issue of Women’s Wear Daily, she is probably in the gym personally training a client or working out. Despite her efforts to reject accusations that she is just like her mom, she finds herself bright-eyed and stylishly dressed, working in downtown New Orleans, exactly as her mom did at her age.

     

    Laura-Mosley

    Laura Mosely – Junior Online Advertising Associate

    Fresh off the plane from Virginia, Laura just moved to New Orleans in July 2014 with her husband. She graduated from Christopher Newport University in 2011 and traveled to England to obtain her Masters Degree in Media and Advertising. Before joining S.I., she sold radio and digital advertising for Summit Media in Richmond, VA. A fan of traveling and trying new things, Laura is very excited to start this new chapter at Search Influence in New Orleans!

     

    Matt-Young

    Matt Young – Junior Internet Marketing Associate

    Born in New Orleans, raised in Madison, WI, Matt loves visual arts, language, architecture, and cooking. He has a degree in Visual Arts and Hispanic Studies, and has been working as a freelance identity designer. Previously, Matt managed some highly focused beverage programs, most recently at Cane & Table on Decatur St. in New Orleans. Matt looks forward to meeting everyone and getting down to work in the marketing field.

    Welcome Gerry, Jacqueline, John, Kayla, Kristie, Laura, and Matt! We look forward to the many great things you will accomplish at Search Influence.

  • Give Your Site Some Link-building Lovin’

    MclovinYourLinksWith this year’s Google algorithm updates, we’ve heard a lot of buzz about implementing disavows and getting rid of bad, non-relevant links to your site. However, what we’ve heard less about is what to do after you get rid of all of those links. Now that those disavowed or deleted links are no longer helping, (or hurting) your site, it’s important to build up a profile of links that are strong, relevant, and influential to help elevate your site back to its previous authority and status. Here are some tips to help give your site the link building lovin’ that it needs.

    1. Create A Link Building Strategy

    Just like with any marketing endeavor, it’s important to create a roadmap and set goals to get a clear sense of where you want your efforts to take you. Take a look at the current links pointing to your site. Then, decide which types of links are relevant and helpful to your site (the kind of links you’d like to pursue more of). Based on that, allocate a budget, time, and metrics to measure your upcoming link building efforts.

    2. Use Real-Life PR Opportunities

    A great way to get natural links back to your site is to do it the old-fashioned way with PR opportunities. Host an event, go to conferences, engage in your community, leverage relevant organizations — all of these activities not only build your brand, they also provide credible linking opportunities for your website.

    Remember: Almost anything that happens offline can be captured online as well.

    3. Leverage Great Shareable Content

    The adage “content is key” is especially applicable when it comes to link building. People are consuming massive amounts of content on the Internet everyday. Content is a great way to capture viewers’ attention. Additionally, when viewers share a piece of content or use it on their own site, your website is attributed as the source.

    Getting rid of old, irrelevant links to your site is just like cleaning out your closet. Every wardrobe needs updating, so send last season’s links to the thrift store and go find yourself the latest collection of new links to give your site a boost.

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  • Five For Friday: Vine Allows Video Imports, AdWords Launches New Bulk Editing, Snapchat Does News, And More!

    1. Vine Finally Lets You Import Videos From Your Phone – Mashable

    Love making videos on Instagram? Well guess what! The popular app, Vine, is finally allowing users to upload videos from their phones.

    In addition to being able to import your own videos, Vine now also allows you to edit videos, and they have been encouraging users to upload older videos stored on their phones and share them with hashtag, #VintageVine. Check out the announcement video below!

    2. Google AdWords Launches New Bulk Editing Tools – Search Engine Land

    Google announced early Wednesday morning that AdWords will now contain a bulk editing feature. This snazzy new tool will allow users to update their settings per campaign in a more user-friendly and efficient way. Some of the benefits include:

    • A filter for campaigns targeting specific location
    • Updating multiple campaigns with a new targeted location
    • Adjusting other settings such as language, campaign end dates, and ad rotation

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    3. Snapchat is Planning A Move into News, Advertising – Marketing Land

    ghostsmilingimageThe Wall Street Journal reported Wednesday that Snapchat is expected to launch Snapchat Discovery in November. This new product will allow Snapchat users to read news articles and watch video clips the same way they do now: by holding their finger down on a phone screen. The Journal also reported that Snapchat CEO Evan Spiegel is looking to get into advertising for his popular app.

    4. Bing Maps Adds Hundreds of Streetside & 3D City Images; Plus New HD Aerial Images – Search Engine Land

    Bing announced a massive maps update this week. Bing Maps now has over 100 cities that support Streetside imagery across America, including Richmond, Boston, Denver and more. They also now have 3D city images and new, high resolution aerial images. 3D cities are viewable through the Bing Maps Preview app, available exclusively on Windows 8.1. Bing Maps also has new high-resolution imagery in over 150 countries on every continent in the world, covering five million square kilometers.

    5. Moz Announces Brand New Beginner’s Guide to Link Building – Moz

    Moz released their third guide for marketers this week. As all marketers know, link building has changed over the years. One thing that has not is the importance of link building. In this updated guide, readers will learn:

    • What is link building, and why is it important in SEO?
    • What are good links and what are bad links?
    • How you can start a link building campaign
    • Link building tactics
    • Link building metrics
    • The good, the bad, and the ugly of link building
    • Advanced link building tips and tricks

    Click here to download the PDF!

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