Blog

  • A Spoonful of SEO to Nurse Your Rankings Back to Health

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    The Internet isn’t just where people go to find out whether they can self-diagnose a brain tumor. Increasingly, the Internet is where potential patients shop around for the best local clinics and medical services. Fortunately, there are a few SEO principles that can help make your website easier to find. Before you work on drawing traffic to your site, however, it’s important to make sure that your website provides high-quality, unique information. At the most basic level, you need original content, or text that hasn’t been copied from somewhere else.

    Original Content

    It may seem like your list of services should be self-explanatory, but a website is an opportunity to demonstrate your knowledge by explaining different medical procedures and conditions. Having a page dedicated to a certain condition can help draw patients looking for treatment. What’s more, the search engines will recognize you as more of an authority if you have more content about the subject being searched.

    SI Blog Jan 4 Procedures

    It’s important that each page of your website have original content, which means text that hasn’t been copied from other websites or duplicated across several pages. If your website already offers original content about your key products and services, then you may consider starting a blog. A regularly updated blog keeps your business relevant and allows you to target more search terms.

    On-Site Optimizations

    While the quality of your original content will be visible to anyone who reads your page, it’s only one factor in the on-site optimizations that affect your rankings.

    SI Blog Jan 4 Tag Search

    After content, title tags are the second most important thing to optimize on a given page. Title tags are visible as headers among search results and act as the label for the browser tab. Title tags are easy to overlook when first making a website, not unlike image optimizations.

    SI Blog Jan 4 Tag Tabs

    The URL should also indicate the content of the page and its place within the website. Rather than just using a string of letters and numbers, a clear URL indicates the content of the page and often gives an idea of where the page fits into the organization of the overall website.

    www.oakridgeplasticsurgeons.com/tt09874425
    www.oakridgeplasticsurgeons.com/procedures/liposuction

    As you can see, the second URL makes it clear what kind of content to expect on a page. A clear URL also makes the page more linkable across your website and for external links. The pages on your website should link to each other, but you also want links from outside websites.

    Off-Site Link Building

    Your website looks more important when it is referenced on other sites. Of course, not all references carry the same weight: a reference in a medical journal or newspaper carries a lot more weight than a link buried in an anonymous blog. To boost your website’s visibility, it’s good to have a lot of links, but the quality of those links also matter.

    While distinct from link-building, you’ll also want to establish an active presence on social media. Regularly posting to Facebook and Twitter will give you opportunities to generate more leads and draw traffic. Your Facebook business page can be optimized for Graph Search, and Google+ Local will also help you show up as a local resource.

    Local Search Optimization

    Depending on the nature of your business, targeting the area you serve can make a big difference. Instead of competing with offices across the state, focus on becoming the leader in your city or county. Web analytics and Google AdWords can help you determine which search terms are most powerful in your area. Make sure your name, address, and phone number are consistent throughout your website, and get your business listed on local directories. If you have multiple locations, make landing pages for each one without duplicating content.

    Encouraging patients to write online reviews can also improve your visibility. Since you already provide great service, the challenge is just getting satisfied customers to share their experience. Ultimately, most of the changes that impact SEO should also provide a better service to your potential patients, whether they make your website easier to navigate or more informative. Find out whether Search Influence may be able to help your business with our SEO services, or sign up to attend an upcoming free webinar to learn how you can enhance your search engine rankings.

  • From Europe, with Love: A Marketer’s Guide to Capitalizing on Tourism

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    I recently took my first ever solo trip and explored six European cities in two and a half weeks. On my trip, I realized the importance of tourism for small businesses. Every tourist needs places to stay, food to eat, and things to do while visiting—and that leaves a big opportunity for businesses, especially on search (and social)!

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    Let’s take a look at my search (and purchase) journey, starting at the very beginning.

    Selecting a Destination & Finding Places to Stay

    One of the most important parts of going on a solo trip is making sure you are going to the best places, and going in the most efficient order. At Search Influence, we help city tourism and marketing organizations, like New Orleans, and I can attest to the importance of the work we are doing. How else would I have discovered Milan, Zurich, Munich, Prague, Amsterdam, and Berlin!? Truth be told, I also used the recommendations of friends, Redditors (read: opportunity for businesses), and Rick Steves to solidify my plans. When it came time to decide, looking at the city tourism websites helped me to make my final decision.

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    The next toughest part of preparing for the trip was finding places to stay. Solo travelers feel a lot of pressure when picking hostels, or Airbnbs, because it can have a huge impact on your trip, and on your impression of the city. I have personally never paid so much attention to reviews in my life! The thought of picking a hostel that didn’t seem 100% right was frightening. I wanted to make sure they had Wi-Fi (everywhere, not just in the lobby) and were clean, in a good location, and recommended by other travelers on HostelWorld and Reddit (Pro Tip: if you search the city name + “hostel” you can find some awesome recommendations from Redditors). The most surprising thing for me is that after the fact, Airbnb was the only one to push for a review. While I am going to go back and leave reviews everywhere else, I thought this was a missed opportunity.

    Searching Abroad & What You Can Do to Attract Tourists

    Now, let’s find some organic online marketing opportunities using some of my search history, which I like to think of as representative of many travelers.

    • should i get the berlin tourist pass
    • van goh vs rijksmuseum
    • indonesian restaurant amsterdam
    • caridejuv ucen opera
    • u modre kachnicky
    • bike tours munich
    • rashes on legs
    • jungfraujoch trip from zurich
    • malpensa to ostello bello

    Based on this mishmash of tours, museums, restaurants, skin ailments, directions, etc., there are a few strategies you can adopt in order to acquire traveling customers. I would try to build trust with the customer in the organic search results, and to take it a step further, I would use paid ads to target them for likely-to-convert terms.

    Organically, you can build trust and authority with potential customers. In the screenshot below, the restaurant dominates the branded search result, which can build a sense of trust with someone who doesn’t know much about the area. My favorite tactics include the ones below:

    • Relevant meta data
    • Large numbers of positive ratings (on trusted sites with Schema markup!)
    • Local directories
    • Clear photos of the front of the restaurant
    • A correct map on Google+
    • Features on travel blogs
    • Active social media profiles (not pictured)

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    By showing authority online (on and offsite), you can capture and convert a tourist (with money to spend) into a customer. You may even have an impact on locals, tourists trying to be locals, and the special breed of traveler who goes around touching statues for good luck!

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  • Search Influence Gets Three Special Christmas Gifts—New Influencers!

    We are very excited to announce three new members who have joined the ever-growing Search Influence team this Christmas!

    December 2015 New Influencers

    Alex Michael – Business Development Associate

    Originally from Natchitoches, Louisiana, Alex graduated from LSU in 2011 and moved to New Orleans in 2012.  He has worked in sales for three years and is excited to join the Search Influence team. He has a six-year-old Catahoula, Jabarkus, that takes up a good chunk of his free time. He enjoys staying active, critiquing LSU’s athletics in a relatively constructive manner, seeing live music, eating Chipotle, and spending time with friends.

    Alex Talbot – Internet Marketing Associate

    Born and raised in the New Orleans metropolitan area, Alex graduated from Loyola University in May of 2013 with a double major in marketing and economics. He has played in several different bands for the past 10 years, which has afforded him the opportunity to travel through most of the US as well as eight other countries.

    Ariel Tusa – Account Associate

    Ariel is a New Orleans native who grew up just north of the city in Abita Springs. After receiving her bachelor’s in art history from American University in Washington, D.C., she returned to New Orleans to pursue her master’s in art history. She loves traveling, foreign languages, and trying new cuisines. She’s always on the hunt for the Manhattan and will try to adopt every and any cat she meets.

    Join us in welcoming these new faces to Search Influence! If your New Year’s resolution is to be a part of a great workplace that delivers powerful SEO to all, consider joining our team in 2016!

  • A Series of Influencing Events: Search Influence Pros Take to the Road

    Search Influence Pros Take To The Road

    Search Influence’s reach is expanding around the country!

    Whether you’re on the East coast or the West coast, there’s an Influencer coming near you this spring! CEO Will Scott and Director of Account Management Paula Keller will be representing Search Influence and imparting their local search wisdom in Williamsburg, Seattle, Portland, San Jose, and Nashville in 2016.

    Read more below to find out which conference most speaks to your marketing strategy needs!

    Seattle: MozCon Local – February 18 & 19, 2016

    MozCon

    Diving deep into the world of local marketing and SEO, MozCon is hosting a local-focused conference, MozCon Local, at their world headquarters in Seattle. Gauged at the intermediate to advanced crowd, MozCon Local isn’t your average search conference. Moz has gathered a well-rounded crew of experts to provide you the opportunity to participate in live Q&A, meet and network with fellow industry players, and consult with expert publishers and analysts.

    Moz has teamed up with LocalU to bring you workshops on Thursday and a full-day conference of hand-selected speakers on Friday.

    Local Search Processes – Expert Panel/Q&A – 12:55 p.m.

    Paula Keller, Director of Account Management at Search Influence, joins industry experts Darren Shaw of Whitespark, Mike Ramsey of Nifty Marketing, and Aaron Weiche of GetFiveStars for a panel discussion and Q&A on best practices and best processes to use in marketing your local business online. It’s a powerful info session you won’t want to miss!

    Fake It Til You Make It: Brand Building for Local Businesses – Seminar – 2:05 p.m.

    Paula will provide real-world examples and success stories about local businesses establishing brands that both customers and Google will recognize and reward! Learn what you can do to keep up in this changing world of ranking factors. As Paula strategizes with businesses on improving their search, social, and online ads results, she lends credible knowledge to the subject matter and will share tactics on how she manages her team’s 800+ local business clients.

    Local Targeting of Paid Advertising – Workshop – 2:50 p.m.

    Now it’s time to break out and ask your questions directly. If you run or want to run an AdWords campaign for your local business, you have or will very soon realize that Google puts a lot of options in front of you—but you may not be sure how to best leverage them. Paula will be ready to answer your AdWords strategy questions and share her tips for local targeting from choosing the right ad extensions to when to use increased mobile bidding.

    Register now for MozCon Local!

    San Jose: SMX West, Local Search Advantage Workshop – February 29, 2016

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    Heading to SMX West in San Jose this year? You will want to arrive one day early and attend the Local Search Advantage Workshop. Will Scott will be on-hand at this action-packed event to offer practical advice and best practices for digital marketers, brands and business owners of all sizes looking to be found by online buyers. Sessions range from local presence management and mobile SEO to localizing social media, reputation management and multi-platform attribution.

    Register now to attend the workshop or get an all-access pass and stay for SMX West in San Jose.

    Williamsburg: LocalU Advanced – March 5, 2016

    Meet with all of the experts in the local search game! No matter the size or type company you work for, your search marketing questions will be answered at LocalU Advanced in Williamsburg, VA. Order your tickets for info-packed presentations featuring all of the most up-to-date information about what’s working and what’s not in local SEO. Join experts like David Mihm, Mary Bowling, Mike Blumenthal, Search Influence’s own Will Scott, and more for an informative and fun day!

    Search Fundamentals: Inspired Local Linkbuilding Tactics – 9 a.m.

    Will Scott joins Mary Bowling of Ignitor Digital, Mike Ramsey of Nifty Marketing, and Mike Blumenthal of GetFiveStars to discuss the power of locally relevant links that build value for your business. If you’re looking to gain a more comprehensive understanding of the power of link building in today’s algorithmic world, look no further!

    Deep Dive: Competing And Winning in A Pay-to-Play World – 11:30 a.m.

    After the joint session, Will’s going solo! “It’s been said time and again that there’s no such thing as a free lunch.” Learn what it means to join the pay-to-play world of social media marketing and come away with some key strategies for utilizing paid platforms to generate leads for your local business. Leave your preconceived notions about content marketing, social engagement, and lead delivery at the door, and get on the right track so you can stay afloat in the ever-changing world of online marketing.

    Register now for LocalU Advanced!

    Portland: SearchFest – March 10, 2016

    Join the marketing experts at SearchFest, hosted by SEMpdx, at the Sentinel Hotel in Portland to experience multiple learning tracks, including workshops and panel sessions designed to provide direct insight into the most up-to-date strategies and advancements in SEO, SEM, and social marketing. You’ll find some of the biggest names in almost every niche of online marketing at SearchFest.

    Lifting Your Local Brand Above the Internet Cesspool – 11 a.m.

    Paula Keller shares the stage with Cori Shirk of Seer Interactive to educate us on how a local business can “act” like a big brand and how a big brand can “act” like a truly local business. No matter the size of your business, make sure you’re expressing your brand properly so you can attract the most qualified audience and enhance your ROI.

    Beacons & Retargeting – 2:45 p.m.

    Take a dive deep into the technology of the “Minority Report” society we live in. Will Scott will discuss the intricacies of retargeting the right audiences, and using actual beacons of technology to deliver your message. Don’t miss this one!

    Register now for SearchFest in Portland!

    Nashville: Hospitality Marketing Symposium – April 5, 2016

    The HMS is a conference focused on Internet marketing and technology and purposely crafted to benefit innkeepers, owners, marketing staff, and vendors in the hospitality industry. Will Scott will lead a session on social media marketing trends, and will provide practical tips and tricks to stay one step ahead of the competition.

    Register now to reserve your seat for the HMS in Nashville.

    We can’t wait to see you on the road! However, if you can’t meet us in any of these locations, you may want to make plans to attend one of our new Search Influence University webinars, the first of which is on February 25. Click here to see a list of our upcoming topics.

  • Master SEO on Your Lunch Break with Free Search Influence University Webinars

    Online Training

    Beginning this February, Search Influence is launching a free online webinar series called Search Influence University to provide business owners the opportunity to learn the ins and outs of online marketing. Designed with small business owners and operators, entrepreneurs, and nonprofit entities in mind, classes will be held during lunchtime (noon CST), be about 40 minutes in length, and provide practical tips and tricks for SEO, local search, and Internet marketing success. The best part is that all of the workshops are free to attend.

    Here are details and registration links for the first three classes:

    February – Understanding SEO: Onsite, Offsite, and Everything in Between

    Taking place on Thursday, February 25 at 12 p.m. CST, this webinar will provide you with a basic understanding of what search engine optimization is and how it works. Topics will include the following:

    • What is a Search Engine Ranking Page (SERP), and what does it mean for your business?
    • How do search engines determine how websites should rank for certain keywords?
    • What is onsite and offsite optimization, and how do they affect SEO?
    • During the last 10 minutes, we’ll look at how it all works together for local businesses, talk about recent Google updates, and touch back on the importance of page one, organic traffic, and user behavior.

    Register now.

    March – Local Presence Optimization

    Taking place on Thursday, March 24 at 12 p.m. CST, this webinar will cover how to optimize a slew of factors to boost your local search rankings. Topics will include the following:

    • Why Google matters most
    • Understanding Google My Business
    • Overview of local results
    • How to create a Google account
    • How to create and claim your listing
    • Google+ Local profile basics
    • How to gain more local reviews
    • Website optimization tactics for local

    Register now.

    April – Local SEO for Businesses Without a Physical Location

    NAP citations, local reviews, and local citations are key to increasing your local search presence. But if you don’t have a physical brick-and-mortar storefront, how can you increase your online visibility? On Thursday, April 28 at 12 p.m. CST, we will look at on- and off-site opportunities that can support and help increase local presence for businesses without a physical location.

    Register now.

  • Search Influence Will Give One Of These Businesses $10k. Who Should It Be?

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    Search Influence is proud to be celebrating our 10th year of helping businesses succeed online. We can think of no better way to celebrate our 10-year anniversary than to give away $10,000 worth of free online marketing services to one lucky Louisiana-based business. It’s our “Make Your Dreams Come True” contest, and we need you to help decide the winner.

    Our five finalists are as follows:

    The grand prize winner will be chosen based on the number of votes each finalist receives via Search Influence’s Facebook contest page between now and January 8, 2016. People can vote daily, so please make sure to visit often. The winner will be announced on Wednesday, January 13th at Search Influence’s 10-year anniversary celebration in New Orleans.

    Good luck to our five finalists!

  • How To Fix A Manual Action

    How To Fix A Manual Action

    In recent weeks, there’s been chatter about a large influx of manual actions. This got me thinking: how many people actually know how to fix manual actions? Stay tuned, ’cause you’re gonna learn today!

    But First, the Basics: What Is a Manual Action?

    A manual action is a manual penalty applied to a website by a member of Google’s Web Spam team. According to Google, there are a few common types of manual actions:

    • Hacked site
    • User-generated spam
    • Spammy freehosts
    • Spammy structured markup
    • Unnatural links to your site
    • Thin content with little or no added value
    • Cloaking and/or sneaky redirects
    • Unnatural links from your site
    • Pure spam
    • Hidden text and/or keyword stuffing

    In today’s post, we’ll be discussing a few of the most common types of manual actions.

    How Do I Know My Site Has a Manual Action?

    SEO practitioners know that performance fluctuations are expected, especially since Google’s algorithm is constantly changing. If you’re beginning to see your website rankings drop consistently, that’s usually an indicator of a possible manual action (or partial manual action). However, if you’re unsure, check out Google Search Console (aka Webmaster Tools for those late to the name-change party)! Once in the Search Console, you will see one of two actions displayed on the Manual Actions page:

    1. Site-wide matches
    2. Partial matches

    Each action will display a reason as to why your site received the action, as well as how the action will affect your site.

    So My Site Has a Manual Action…What Now?

    The good news: we can fix this! The bad news: fixing a manual action takes quite a few steps. The first thing you will want to do is determine what kind of manual action your site has. If you see this message, this means that Google has detected a pattern of unnatural deceptive or manipulative links pointing to your site. According to Google, here are the recommended actions to take:

    First, review Google’s Webmaster Guidelines on linking.

    Next, follow the steps below to identify and correct the violation(s):

    1. Download a list of links to your site from Search Console. You can download your links arranged either by hostname (Links to Your Site > Who links the most > Download more sample links) or in chronological order (Links to Your Site > Who links the most > Download latest links).
    2. Check this list for any links that violate our guidelines on linking. If the list is large, start by looking at the sites that link to you the most or links that were created recently (in the last few months).
    3. For any links that violate our guidelines, contact the webmaster of that site and ask that they either remove the links or prevent them from passing PageRank, such as by adding a rel=”nofollow” attribute.
    4. Use the Disavow links tool in Search Console to disavow any links you were unable to get removed.

    Once you’ve removed or disavowed the unnatural links, the last step is to submit a reconsideration request. A reconsideration request is a formal request to Google to reconsider giving your site a penalty. You will want to let Google know about everything you did to clean up your site, including documentation about the links you removed or tried to remove.

    Here comes the bad news: once you submit the request, you have to be patient.

    ryan reynolds ugh annoyed eye roll

    I know, people. I know. Ain’t nobody got time for that! BUT it will all pay off on that beautiful day when Google sends you that wonderful message in Search Console and approves your reconsideration request!

    FYI, this will be you:

    love actually hugh grant

    Hacked Site…Uh Oh!

    Google may give your site a partial manual action if it notices that your site has been hacked. If you check the manual actions tab in Google Search Console, you will see a notice called “Hacked Site.”

    ManualActionsSiteWideMatchesImage

    According to Google’s Web Spam team, there are a few steps you will want to take if you’re the victim of a hacking:

    • Contact your host provider.
    • Quarantine your site by taking your site offline (change all passwords and check new user accounts).
    • Check the Google Search Console.
    • Assess the damage. If your site was hacked with spam, the display warning will be “This site may be hacked.” If you’ve been hacked with malware, the display warning will state “The site may harm your computer.”
    • Identify the site’s vulnerabilities and list them out.
    • Clean up the website to prevent future security problems.

    Once all hacked content is removed, “Request a Review” in the Google Search Console. Again, patience. Ugh.

    Thin Content with Little or No Value

    For the non-SEO practitioners, you might be thinking, “What does that mean?” In a nutshell, Google launched a quality update in May 2015, specifically for onsite content. This means Google is placing more of an emphasis on sites producing quality content and penalizes those with content that is not useful to visitors.

    ManualActionSiteWideMatchesThinContent

    How to Fix Your Content, According to Google:

    • Remove any duplicate content from your site that is found anywhere else on the Internet.
    • Eliminate affiliate links on pages with little to no valued content, or add some value to the page’s content.
    • Get rid of auto-generated content pages.
    • Improve the website content to provide significant value for your site visitors!

    Once again…cue the reconsideration request.
    Remember, patience is a virtue!

  • Spirit of Giving: Good for Your Business, Better for Your Community

    Spirit of Giving: Good for Your Business, Better for Your Community

    When you work with great people, not only do you produce great work and have fun doing it, but together as a team you can do great things outside of the office. This year, my colleagues came through for two families in need, and I’m so proud to tell you this story.

    If you follow our blog, you may remember our employee-driven holiday charity drive last year benefitting the Covenant House of New Orleans. To shake things up this year, we chose to “adopt” two families in need through The Salvation Army of Greater New Orleans. In our two families were a total of nine “angels,” children ranging in ages from 12 months to 12 years. Without the support from The Salvation Army, these families would likely not have experienced a holiday like yours or mine. Santa may have only been able to deliver essentials like shoes, coats, and food.

    christmas christmas tree cartoon charlie brown a charlie brown christmas

    Source: giphy.com

    Once again, we focused the drive to a one-week period, which really kept the momentum going in the office. We dubbed it “Operation: Santa’s Got a Brand New Bag!” and kicked things off by setting up our office tree and setting a goal fundraising amount. My co-lead Gabrielle and I weren’t afraid to grovel a bit on behalf of our adopted kids! We stopped by each department’s morning meetings to tell the team about our families.

    Search-Influece-Donate-Gifts-Picture-02Slowly but surely throughout the week, the donations racked up. On Friday, we were close to our goal but worried we’d be short of providing the gifts and clothes we hoped to purchase for the families. Back to groveling it was. We passed our donation boxes around the office, willingly accepting loose change. Shout out to our Production team, who donated the entire contents of their “rude jar” to our cause! The “rude jar” is comparable to a swear jar, where team members have to make a contribution each time they are rude or demonstrate negativity. They’d been collecting all month and planned on using the funds for a happy hour but chose to support our adopted families instead.

    In less than an hour, by passing the donation box and collecting loose change, we raised an additional $100 and came darn near close to our overall goal.

    All that was left to do was to go shopping and deliver our gifts to The Salvation Army. Three of us headed to Target, where we were able to purchase three toys and some clothing for each child, gift wrap, and a $100 Visa gift card for each family. It was so rewarding to see everything come together and to think of the joy these gifts would bring to the kids! Major thanks to Gabrielle Benedetto and Amanda Ball for helping to bargain hunt and find all the perfect gifts!

    Search-Influece-Donate-Gifts-Picture

    Why Workplace Charity Is Good for Business

    Many studies have shown workplace charitable giving and community involvement can have a tangible impact on employee morale and retention. Making sure the work and the company contribute to a greater purpose is important, especially in companies like ours that are filled with a majority of Millennial employees.

    Ensuring employees have something good to focus on (and helping make sure the focus is there) can actually relieve stress and enable employees to detach from their work at the end of a day or week.

    “What most people don’t realize is that positive experiences—even small ones—provide you with valuable resources that can be used to reduce stress, including physical symptoms such as headaches or muscle tension. They make it easier for you to detach yourself from work at the end of the day,” says Joyce E. Bono and Theresa M. Glomb for the Harvard Business Review.

    elf smiling viral

    Source: giphy.com

    If you’ve ever been challenged by low morale in your office, you know it can be damaging and difficult to keep your team engaged in the work. Charitable giving can be a great, positive thing your employees can remember in times of stress or low morale.

    Starting a Charity Drive in Your Office

    If you’re wondering how you can get your company involved this holiday season or beyond, here are a few tips for how to engage your company in a charitable giving drive. You may even see an increase in employee engagement, morale, and retention as a result!

    • Choose your cause. Find a cause that means something to your company’s mission or your employees. Consider your company mission or the time of year you want to implement your initiative.
    • Identify an organization in need. Research non-profit organizations focused on your cause of choice. Depending on the size of your organization, you may even opt to have employees nominate or vote on the organization to benefit from your company’s support.
    • Make it 100% voluntary. It’s important to make the effort voluntary and make it possible for employees to donate anonymously if they choose. You don’t want to create undue pressure or stress.
    • Set a goal and make it known. Setting a goal helps employees understand how much their contribution means in the big picture and increases motivation to participate.
    • Keep employees updated on progress. At our company, we talk about metrics and goals quite a lot. Keeping everyone aware of our collective progress toward the goal helped to increase participation. Our team stepped up in the last hour when we had some more ground to cover.
    • Drum up some friendly competition. One idea is to get the various departments in your company engaged in a friendly competition to see who can raise the most money or accumulate the most volunteer hours. One great idea I saw recently was called “penny wars” where each group had a jug to fill with loose change to donate to charity.
    • Keep it going beyond the holidays. Charitable giving doesn’t have to focus on the holiday season, although about 34% of all charitable giving is done in the last three months of the year. Some companies offer ongoing charity opportunities for employees, and the most successful make it easy for their employees to participate.

    How YOU Can Help Outside of Work

    • Support the Salvation Army red kettles and bell ringers this season. As you shop for gifts, you might encounter some bell ringers outside of popular retailers. Instead of just passing by, drop in your spare change or a few bucks. Every little bit helps.
    • Skip Secret Santa. This time of year, it’s easy to get caught up in the hustle and bustle and constant retail advertisements for stuff on stuff on stuff. Try to remember the reason for the season! Many families or groups of friends will participate in gift exchanges or “Secret Santa” games. Consider skipping it this year and collecting the money everyone would have spent on their gift to donate it. My family chose to do so this year, and as a result, we’ll be helping to fund the New Orleans Mission’s annual Christmas dinner.
    • Donate Online. Consider making it a holiday tradition to donate to an organization that supports your cause. There are so many organizations doing good, so choose one that means something to you or your community.

    To support the Salvation Army of Greater New Orleans, visit the website to find out how you can help. A donation of just $65 will support a hungry family in the area with a basket of food and gifts. Thanks for reading, and happy holidays from me to you!

  • Are You a Homer or a Lisa? Psychographics Demystified via The Simpsons

    In marketing, half the battle is understanding your typical clientele. Understanding your customers is crucial in marketing directly to your niche targeted audience. That being said, understanding the ins and outs of your customers can often be daunting and tricky…But wait—hope is not lost! Look in the sky! It’s a bird…it’s a plane…it’s PSYCHOGRAPHICS!

    What are psychographics?

    Psychographics are “the study of personality, values, opinions, attitudes, interests, and lifestyles. This area of research focuses on interests, attitudes, and opinions.” Huh? That definition is so ambiguous! It doesn’t help at all! Allow me to clarify with an example:

    Let’s pretend that you’re a Chevrolet dealership in New Jersey. In getting to know your clients, you may try to determine who your typical customer is by asking, “Who do we usually sell Chevys to? What do our typical customers look and act like?” Your first thought may be, “We usually sell our Chevys to mothers between the ages of 30-45.” The answer you just gave is the demographic of your typical customer, not the psychographic. If you had gone a little deeper by saying, “We usually sell our Chevys to mothers between the ages of 30-45 who often seem stressed trying to juggle bringing their kids to various after-school activities, running errands, and finding time for themselves; in fact, they often chose to buy Chevys through us because of the brand’s incredible safety ratings. They always have their children’s safety in mind,” that would be the psychographic of your average customer.

    Demographic: Mothers age 30-45

    Psychographic: Who the mothers age 30-45 actually are…their buying habits, what attracts them to purchasing a Chevy, what turns them away from purchasing other brands, etc.

    Why are psychographics important?

    Understanding the ins and outs of your clients can help you tailor your marketing efforts to directly reach your average customer. Think about it: designing a customized marketing campaign for a mom between the ages of 30-45 is much harder than designing a marketing campaign for a mom between the ages of 30-45 who values vehicle safety ratings and needs a large vehicle to schlep her kids around but still wants a vehicle with luxury components for her own comfort. While demographics may give you a generic snapshot into your average customer, psychographics allow you to really hone in and understand your customers as well as their buying habits.

    How do I determine the psychographics of my clients?

    Ask investigative questions! When I work with my clients to help them delve into the psychographics of their customers, I find that asking questions that dig a bit deeper can range from, “Can you expand on what you mean when you say that your average customers are males aged 45-60 who like to fish?” to “You mentioned that your clients are males aged 45-60 who like to fish. Do your clients usually find themselves fishing only on the weekends? How much time and money would you say your clients usually spend weekly on fishing? Are they fishing in their free time on the weekends, or is fishing part of their daily routine?” By avoiding easy, quick responses through more investigative questions, you will be able to better understand your customers and in turn develop a more customized and effective marketing campaign.

    Need some more context?

    Below, I have included a chart of the main characters from The Simpsons. In the chart, you will find a breakdown of each character’s psychographic information, their buying habits, and how to best target each character online. When reading through the chart, ask yourself, “What things would I need to know in order to get more specific information from my customers? In knowing this information, how could I better customize a marketing campaign targeting an average customer like Homer Simpson, as opposed to strategizing my marketing efforts in hopes of targeting customers similar to Lisa Simpson?”

    Disclaimer: for all you diehard Simpsons fans out there, I left out Maggie Simpson on purpose…because she is an infant…and she doesn’t have buying habits…

    2-homer

    Screen Shot 2015-12-18 at 11.01.23 AM

    Image Credits:

    Superman GIF

    Simpsons GIF

  • This Is How We Do It! Search Influence Works Hard and Plays Hard

    5-gabby

    When I was hired at Search Influence, I knew I could look forward to an exciting company culture. Having watched movies such as The Internship and The Social Network, I was excited to be a part of a tech company with a cool culture and quirky traditions. I envisioned seeing my co-workers sitting on bouncy balls at their desks, cool art on vibrantly colored walls, and a super friendly team-environment—and that’s exactly what I got!

    My first week, I learned more about SEO than I thought was possible, and it was awesome! Before I knew it, it was 5pm on Friday. I was getting ready to leave when I heard it: “This is how we do it. It’s Friday night, and I feel alright!” began roaring across the entire office.

    If you stick around after Montell, the Account Management department keeps the after-party going with tunes from DJ Bene. Every Friday afternoon, Gabrielle Benedetto, a four-year veteran of the AM team, transforms into DJ Bene. Everyone at Search Influence knows Gabrielle for her charismatic personality and witty comments, which makes her not only an invaluable member of our team, but also an excellent DJ! Being a new member of the team, I wanted to find out how it all started, so I interviewed the DJ herself, and here is what she had to say:

    How did you think of the idea of “DJ Bene’s 5 @ 5?” How long has this tradition been going on?

    GB: I have a motto to live by: “There is nothing in life a martini, music, and little bit of lipstick can’t fix.” During the summer of 2015, our team experienced a higher-than-average workload. Let me just brag about our account management team for a minute. They are amazing and some of the hardest-working people I know, and I’m honored and proud to call them my co-workers. Our average account manager handles up to 40 accounts, supports in training new employees, and is constantly looking for opportunities to improve our internal processes and system, all with a smile and phenomenal attitude. I should change my motto to “There is nothing in life a martini, music, little bit of lipstick, and an SI account manager can’t fix.” #yolo

    Back to that heavy workload. I knew our team had a higher-than-normal stress level, but naturally they didn’t complain. In an effort to boost morale and end the week on a high note, I so proudly launched DJ Bene’s 5 @ 5 Challenge.

    DJ Bene (d/j ben-ie): A personality that arrives at 935 Gravier at 5:04 after “This is How We Do It”

    I can’t take credit for the roar of Montell Jordan. “This is How We Do It” has been playing at 5 o’clock longer than I have been at SI. But after Montell drops the mic, DJ Bene picks it up.

    What is the purpose of The Challenge?

    GB: The idea behind DJ Bene is simple and much like any other DJ request. Give me a good reason to play your favorite song. I, however, am so much nicer than those DJs at bars that would always tell me and my friends to stop spilling drinks and back away from the DJ booth. #rude

    With over 35 account managers, everyone wanted to hear their favorite song after a busy workweek. But I wasn’t so much concerned with “What song do you want me to play?” but “What amazing thing did you do this week that deserves your song to be played?” I created a spreadsheet for everyone to drop in their request and give a reason why their song should be played. I would only pick five songs, so the reason better be good!

    Just like that, I started spinning the tunes with a mini speaker connected to my laptop. Congratulating team members on promotions, acknowledging members for going above and beyond, and welcoming new people to the team are just some of the requests we started to get. Some songs are themed to complement the reason (for example, “I’m So Proud of You” by Drake was requested to congratulate employees on a promotion) and others are just to hear their favorite band (i.e. anything 1D). And just like that, DJ Bene was born.

    DJ Bene Song List Image

    GB: The challenge has been a hit so far! Any Friday that I’m out of town and can’t DJ, the speaker is passed around to fellow team member to keep the beat.

    DJ Bene Image

    DJ Bene’s 5 @ 5 Challenge has been a really enjoyable part of working at Search Influence. I love being a part of a company that not only works hard, but also plays hard!

    Image Credits:

    Montell GIF