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Why You Should be Posting on Google My Business
“Just Yahoo it,” said no one ever. It just doesn’t have the same ring as “Google it,” which was officially added to the Oxford English Dictionary and the Merriam-Webster Collegiate Dictionary in 2006. That’s because Google has practically monopolized internet searching. According to NetMarketShare, Google accounted for over 79 percent of all global desktop search traffic in 2017, followed by Bing at 7.27 percent, Baidu at 6.55 percent, and Yahoo at 5.06 percent. In addition, Google receives over 63,000 searches per second on any given day. In the U.S., more Google searches take place on mobile devices than on computers, and 30 percent of mobile searches are related to a location. It’s obvious that to succeed in the SEO world, you have to play by Google’s rules.

So, Just How Do You Play By Google’s Rules?

One way to do this is by creating a Google My Business (GMB) page for your company. This page allows your businesses to manage their online presence across Google, through a physical location. Within this company page, Google has a social posting platform that allows business to provide “up-to-date posts from verified people, places or things, directly in search results.” These public posts allow businesses to share company updates to feature what’s new, respond to customer reviews, and add photos to highlight what makes your business special, and build brand awareness.

These posts are particularly captivating because, rather than appearing in the search results, they are displayed in the knowledge panel, which presents a more engaging visual aid. This is NOT to be confused with Google +, which was Google’s attempt to compete with Facebook as a social platform. And let’s be real; it was a major fail. Realizing this, Google reconstructed their platform and created GMB. Google + profiles and pages still exist, but they are now subpages of a GMB page.

The Start of Google Posts With Candidate Cards

Before July 2017, Google’s now-called “Google Posts” were only accessible to few. It all started with “Candidate Cards.” You may remember seeing these around the 2016 presidential election. Google described these as non-ad privileges, giving 2016 Republican and Democratic candidates a place in Google search.

Proving to be both appealing and informative by viewers, Google allowed the expansion of these cards for celebrities and sports teams. As of June 2017, GMB brought these now-called “Google Posts” to local businesses as an easy way to help attract new customers and build relationships with the customers you already have. These posts have proven particularly effective in promoting flash sales or promotions, emergency updates, such as school closings, and sharing job openings. In addition, these posts contain a call to action (CTA) feature, which provides an easy and direct way for customers to book appointments or reservations.

Benefits of Google Posts Over Traditional Social Media Posts

You may be thinking, why would I need to use Google as a social platform when I already use Facebook, Twitter, Instagram, etc.? And you have a point. These social platforms are still great ways to post updates about your business. Although similar, Google Posts offer a few advantages that the typical social media platforms do not, including the following:

They’re more searchable

You can literally “Google it.” When searching for a business, these posts will appear directly on Google Search and Google Maps pages. When someone searches for your business, your location address and phone number will appear in the knowledge panel on the right-hand side of your search results. Your company’s address/location is the primary piece of information searched for by local customers. In regard to mobile, local searches lead 50 percent of viewers to visit stores within one day.

You will expand your reach

Not only does Google lead the way in search engine results, but it also surpasses Facebook search queries. According to Adweek, Google averages 3.5 billion searches per day, compared to Facebook’s 2 billion per day. In addition, 82 percent of people turn to search engines to find local information.

Keyword Searches

On Google, you can use keywords to target certain audiences—specifically, people that are already looking for your services. Since these people already have an idea of what they are looking for, they are likely to be further along in the decision stage, meaning they are more likely to convert into a client or customer. By contrast, Facebook is geared more toward targeting specific interests and in-depth personal information to lure in a potential customer.

Impact on your ranking

Google’s goal is to provide you with the most relevant information based on a search query. When you post new content directly through your GMB listing, you are sharing relevant content and information about your local business, which contributes to building your location authority. This tells Google that your business is legit. The more you legitimize your business to Google, the higher ranking you will get. The higher ranking you have, the higher you will appear on Google search and gain more traffic to your site.

Connect with your customers directly

You can include CTA buttons on all of your GMB posts. Call to action buttons have been proven priceless for converting customers. According to Everything You Need to Know About the Psychology of the Call to Action by Neil Patel, the human mind expects a call to action button. “Our minds are prepared for and are expecting an experience of being called to act and have already decided that there will be a CTA. We know that expectation affects behavior. That’s why people know to act on the CTA. They aren’t staring at the CTA button wondering what it is. They know its a button they are being asked to click.”

Some examples of how a business can utilize these buttons include the following:
1. 1. Make a reservation
  2. Sign up for a newsletter
  3. Learn more about the latest offers
  4. Buy a specific product from your website
  5. Call now
Get backlinks

Everyone knows that backlinks have a huge effect on organic search results. By posting compelling content on your GMB posts, people are more likely to engage and reference information from your site. You can also link your site pages in a post, making it easier for researchers to find your pages.

Start Posting!

Although still green, GMB posting is projected to be incredibly valuable to local businesses. Facebook, Twitter, and Instagram are saturated with businesses looking to promote brand awareness. But since GMB posts are still in the early phases, it hasn’t been flooded by the masses just yet—which is why you should get in now! GMB is an excellent platform that allows your customers to stay in the know of what is going on with your businesses. Not to mention, it’s free! What do you have to lose?

Here at Search Influence, we’re constantly staying on top of new ways in which we can help our clients be found online and thrive in their industry. If you’re interested in honing your local SEO strategy with rich, relevant Google My Business posts, then request your marketing analysis today to get started.

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Candidate Cards
August 21, 2018
8 Facebook & Instagram Features You Might Not Know About
Facebook is going cross-country with a free conference, bringing it to 30 cities, including New Orleans! This is part of Facebook’s mission to better educate businesses in using their platform. They state that… “By 2020, we’re committing to provide 1 million US workers and entrepreneurs the digital skills they need to compete in today’s workplace.”

My evaluation is that their goal of this effort is to increase and improve business use of Facebook (and ultimately advertising dollars) and try to make up for their data privacy blunders earlier this year.

Given that 2.07 billion people access FB monthly, and ¾ of those users come back daily, there’s an appropriate way for most businesses to engage with consumers.

I really enjoyed seeing traditional advertising promoting this free event as I drove around New Orleans, from downtown digital billboards to suburban bus stop ads. While it may seem ironic that Facebook would use out-of-home media to promote their conference, it is not that surprising since part of their strategy is likely to reach NEW businesses in addition to improving the skills of those already on the platform.

In case it’s not coming to a city near you, check out these tips from our team of Influencers who attended various sessions!

Build Creative for Mobile

Because 90% of time on Facebook is spent on mobile, businesses must get out their desktop-focused world and think about the screen size of their audience.

One key media type for mobile optimization is video—your typical rectangle, landscape video (16:9 aspect ratio) videos are suboptimal for mobile. Square is better, but the best is to create vertical, full-screen videos—think Snapchat, Instagram Stories, and Facebook Live style.

In addition to it being a more immersive and engaging experience, a key benefit is you aren’t sharing the screen with other content.

If you use Instagram, you may not be surprised to hear that ⅓ of the content that people are engaging with on Instagram is BRAND content!

Thanks to Alison Zeringue & Amanda Ball for this takeaway!

Mobile Creative Doesn’t Have to Be Hard or Expensive

All you need is a phone, lighting and a $20 Amazon tripod (for video) to make something look REALLY nice!

These 10 apps can enable you to enhance your photos and videos on your mobile device, on the fly.

Considering that by 2020, 75% of content on Facebook will be videos, it is time to put on your videographer hat!

Photo Enhancing Apps
1. Adobe Photoshop Express
2. Adobe Spark Post
3. PicLab
4. Plotaverse
5. RIPL
Video Enhancing Apps
1. Videoshop
2. Quik
3. Instagram Stories
4. Boomerang
5. Legend
See here for direct links to these Top 10 Creative Apps.

Remix

The apps above and others allow you to “remix.” Easily take images you already have and create gifs and videos to better engage your audience, including overlaying text (love the Living Proof example… ask me how many bottles of Living Proof I have stocked—major “life hack” for professionals on the go!).

Amanda Ball likes the Pop Up Plus example, which uses e-commerce product images and “remixes” them into fun videos with vibrant colors and movement. An app called Videoshop can help do this FOR FREE.

Shooting from Scratch

Facebook also provides tips on making great videos from scratch for ads and posts. Check out this savvy use of Boomerang to show a spiralizer in action. As Amanda Ball describes it, “Potential buyers are prompted to feel like they know how the product works, making them more on board to dig deeper into your brand and products.“

Thanks to Amanda Ball, Account Management Team Lead, for this tip!

Secret Boomerang Menu

Did you know Boomerang has a secret menu!? Learn how a four finger tap can bring up options on options to edit your video. You can smooth it out, speed it up, slow it down, and so much more.

Thanks to Alison Zeringue, Director of Account Management, for this tip!

Custom Contact Methods on Instagram Profile

On a standard Instagram profile, call, email, and directions are standard calls to action that you can add.

Through settings, you can hook up third-party apps like Open Table and Eventbrite.
1. Go to your profile
2. Click “Edit Profile”
3. Click “Contact Method”
4. Choose from the ever-growing list of action buttons that correspond with other apps and services you may already be using
Thanks to Alison Zeringue, Director of Account Management, for this tip!

Get a “Shop” Button on Your Instagram Profile

Those who sell products may wonder how to activate the “Shop” button of their Instagram profile. After you’ve created nine “shoppable” Instagram posts, a “Shop” button will appear on your profile. It will direct users to all of your shoppable posts, making it that much easier for users to buy your product on their phone.

Thanks to Ariel Tusa, Account Manager, for this takeaway!

Vying for “Swipe Up for More”?—What to Do in the Meantime

We're all vying for the "Swipe up for more" feature on Instastories, but, alas, you must have 10,000 followers for this feature to show up. In the meantime, use the "screen record" feature on your iPhone to create a video that guides users to important content. Then you can add that video to your Instastories.
"https://townsend.bunksite.com/wp-content/uploads/2018/08/Screencast-of-Search-Influence-Blog-Post-for-Instagram-Story.mp4%22
Thanks to Ariel Tusa, Account Manager, for this takeaway!

Donate Button on Facebook Live

Facebook has offered a selection of calls to action (CTAs) for your page and ads for some time. One way non-profits can use CTAs creatively is by using the “Donate” CTA button on a Facebook Live video. For example, you can “go live” at a fundraising event so those who aren’t in attendance can check out the action, and you can feature the “Donate” button on this post to capture their wallets while you are capturing their hearts. Bonus—giving a sneak peek into your event this year can create a buzz that translates to more attendees next year (as we talk about in our blog post with more tips to increase event attendance).

Requirements for Fundraising on Facebook:

In order to have access to features like the “Donate” button, you must be an approved non-profit.
- 501c3
- US-based
- Verified page
- Page meets community standards
- Application approved
Thanks to Ceallaigh Montgomery, Sales Executive & Digital Marketing Strategist, for this takeaway.

Audience Network

I find the Audience Network isn’t talked about nearly enough. By default, ads set up on Facebook will run on Instagram as well as the Audience Network, which is a collection of sites around the web. This idea is core to Google Display, which leverages the Google Content Network as the avenue for showing all ads. When people talk about Facebook ads, they take for granted this opportunity to be in front of people when they are “surfing the web”—not just browsing the “ ‘book.”

Thanks to Shawn Kelly, Sales Manager, for this takeaway!

Also, thanks to Shauntae Joseph, Account Manager, & Jenna Mire, Account Coordinator, for takeaways worked in throughout!

If you need help implementing these tactics, let’s start a conversation about how we can help you.
August 9, 2018
Top 5 Google Analytics Metrics for E-commerce Tourism Companies

With a growing number of travelers using mobile search to book their vacations, it’s a great time to be in the tourism industry, assuming you have an e-commerce option for your customers. Whether you’re offering hotel rooms, dinner reservations, or curated experiences, your customers are more likely than ever before to make their travel purchases online and on the go. But, how can you tell if the e-commerce side of your business is operating at peak performance? With a strong track record of successful marketing for zoos, museums, and other tourist attractions, Search Influence is here to help! We’ve compiled the top five Google Analytics metrics that your business should be tracking to make sure you’re optimizing your potential.

1. E-commerce Conversion Rate

Google divides the number of completed sales by the number of visitors to your website to provide your e-commerce conversion rate. This metric is one way to measure your business’ success in terms of online sales. While it does not measure how much revenue each sale brings in (that’s the average order value, and we’ll talk about it next!), your e-commerce conversion rate tells you how many visitors to your site have become paying customers. It’s an especially important metric to keep track of because converting current visitors into customers is much more cost effective than acquiring a new customer base.

Of course, e-commerce isn’t the only conversion rate you can measure. Break down conversion points on your site into micro and macro. In the world of e-commerce, your macro conversion would be a purchased products/tickets. Micro conversions are smaller actions that lead up to the end goal of purchases. For tourism, this would likely include visits to key pages (like ticket pricing page), to adding something to a shopping cart, to email signups. You should watch your success of micro conversions and tune your campaigns to those as well, as each of these actions should be designed to drive customers toward macro conversions—increasing that e-commerce conversion rate of visitors turned into paying customers.

2. Average Order Value

Average order value tells you how much revenue online purchases generate for your business, on average. It is calculated by finding the total revenue generated from online orders and dividing it by the number of orders. According to some experts, like Databox, it could be the one most important metric for your e-commerce business to focus on.

So, how do you improve your average order value? MonsterInsights provides some key suggestions.

First, price your products with upselling in mind. For example, if you’re a photographer shooting on-site family vacation photos, you might offer a base package of 20 photos, with the option to add more at an increased price-per-photo rate.

Second, offer product bundles at discounted prices. For example, if you’re running a walking tour company, you could bundle together a daytime and a nighttime tour. Customers will be enticed by the promise of extra touring for their dollars, and you’ll still gain more income than if they had just purchased a single tour.

Finally, offer savings with a minimum order—something like, spend $100 and get $20 free. Customers may spend more than they ordinarily would just to access the discount. All three of these strategies can drive up your average order value, bringing in more revenue for your e-commerce tourism business.

3. Revenue Per Visitor

Revenue per visitor is a crucial metric – increasing it can mean revenue growth for you without having to drive new visitors. You can increase this metric by both converting more visitors into customers and increasing your customers’ average order value. Revenue per visitor is calculated by dividing your total online revenue by the number of unique visitors.

You can increase revenue per visitor by using any of the previously discussed methods, like upselling, bundling products, and offering discounts with a minimum spend. Keep in mind that a low revenue per visitor is not necessarily an indication that your business is struggling. For example, if you’re selling lower priced items, like postcards or other tourism souvenirs, your revenue per visitor will be much lower than for a company selling high-dollar items like cruise tickets or hotel suites. You’ll just need a larger number of unique visitors to boost your sales and drive revenue overall, and this should play heavily into your marketing goals and strategy.

4. Customer Lifetime Value

Customer lifetime value tells you the total value that an individual customer, acquired during a particular time period, has spent with your online business.

This metric is best used for estimating appropriate marketing costs for your business, and for analyzing your customer acquisition strategy. For example, if your average customer will only spend $100 at your business over the course of their life, it isn’t worth paying hundreds of dollars to attract this customer. Maximize your return on investment (ROI) by keeping your marketing and advertising expenses reasonably lower than the income your average customer is likely to generate for your business. Most businesses are willing to spend 5-10% of revenue to acquire a new customer. (See more in our blog “What’s The Perfect Marketing Budget For Your Company?”)

5. Return on Advertising Spend

Speaking of ROI, let’s discuss return on advertising spend—or ROAS as it’s sometimes called—which is a key metric for determining the effectiveness of your digital advertising. It tells you how much income you earn for every dollar spent on advertising campaigns. If you’re running online ads and want them to be as effective as possible (who doesn’t?), you need to raise your return on advertising spend. Ideally, your ads should drive about three times as much income as you paid to advertise.

So, how can you raise your return on advertising spend to this ideal 3x level? Conversion Fanatics Blog offers some great tips. First, do some testing to figure out what channels work best for your business. For example, if your Facebook ads tend to perform better than your Google ads, channel your dollars to Facebook, where your ads drive the most revenue. Similarly, test the times at which your ads have the best results. If you notice that holiday ads bring in more clients for you than summer ads do, it could be worth concentrating your ad dollars on that crucial time of year. Finally, you can dive into even more metrics. Monitor the user journey by tracking how many customers click on your ad, how long they stay on the resulting landing page, and so on. If you can pinpoint which stages of the user journey are working well for you, and which stages are losing potential customers, you can fine-tune your ads and landing pages for an improved user experience.

These five metrics, all available through Google Analytics, are key components of e-commerce tracking for any online tourism company. For more information about how to optimize your travel business’ potential, contact Search Influence at 504-208-3900, or request a proposal today to hear opportunities from our strategists.

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Camera and Phone

Touchscreen

Tablet

July 26, 2018
What’s the Perfect Marketing Budget for Your Company?

In our years of experience as a digital marketing agency, we’ve found that a typical marketing budget for a business is 5-10 percent of revenue, sometimes more when in growth mode. But don’t stop reading yet! Determining the exact budget for your business, and how to allocate it, depends on a wide range of factors, from goals to company age. Here are five questions that can help your business determine its ideal marketing budget.

1. What Are Your Needs and Goals?

Most effective marketing budgets start with a bottom-up approach. This means that your first step is to define your company’s quantifiable goals and objectives. This could be the number of new customers or accounts you’d like to see in the next year. It could also be how quickly you need to see results on your campaigns. The important thing is that the goal is well-defined. This way, you can come up with specific strategies to reach your target, and you can easily measure which strategies are working (and which ones aren’t!). Quantifying your business goals as much as possible will help you create a much stronger marketing budget and marketing campaigns.

2. What Does Your Historical Data Look Like?

So you need specific objectives…but how do you determine what those should be? One effective tool is historical data. For example, if you’re trying to figure out how many new leads you need per month, look at data from previous months. How many people typically contact you per month? How many of those people are qualified potential customers? How many typically convert into actual customers? And is this conversion rate providing you with enough customers to keep your company growing? Once you determine how your company has been performing, you’re in a much better position to decide if and how you’d like to change that performance. In other words, you’re in the perfect place to set measurable goals!

For more information on how to track leads and determine the quality of those leads, visit our Analytics & Lead Tracking page!

3. How Old Is Your Company?

Historical data is great—if you have historical data. Brand new companies usually don’t, which can make determining a marketing budget especially challenging. Luckily, the experts are here to provide guidance! Both entrepreneur.com and websolutions.com recommend that new companies should allocate between 12 percent and 20 percent of their gross revenue to marketing costs. While this range might seem a bit high, there is logic behind it. New companies must be more aggressive with marketing spend because survival depends on building lasting brand recognition with an audience that’s never heard of them before. Once companies have established their brand and customer base, they can change their focus to maintaining the awareness and market position they’ve gained, while incrementally growing their business. And they can adjust their marketing budget to the 5-10 percent we recommended earlier.

4. What Should Your Marketing Plan Include?

So once you’ve established your goals and consulted your historical data if possible, what sort of marketing tactics should you use to achieve those goals? First, a typical marketing budget covers both public relations and advertising, in addition to the previously discussed branding. It’s a very wide range, but it can most easily be broken down into print and digital communication. Print communication includes traditional marketing efforts, like billboards, newsletters, brochures, and press releases—and don’t forget to budget for design, printing, and mailing costs. Digital communication, on the other hand, includes developing a website that’s both SEO friendly and user-friendly, using online advertising to your advantage, and maintaining active social media accounts. Depending on your industry, you might also want to budget for additional marketing efforts that don’t neatly fit into the print or digital category. This could include broadcast advertising, on radio or television, or special events like conferences and trade shows.

To learn more about how digital marketing can help your company reach its goals, visit our pages about Content Marketing and Online Advertising!

5. Where Is Your Target Demographic?

With all those marketing options to choose from, how do you know which ones are right for your business? One key way to narrow down the list is to define your target demographic—not just who they are, but where they are. This question not only applies to the physical location but also to online behavior. What types of media does your target demographic use? Do they spend more time checking their emails or scrolling through Twitter? Whether you’re marketing in the print or digital arena, knowing the places your target demographic frequents can help you put your content in the best location to make the most efficient use of your marketing dollars. In fact, your target demographic can help you decide whether to use print or digital marketing in the first place. While traditional media can strongly contribute to brand awareness and complement your digital strategy, the right balance of print to digital marketing depends greatly on your industry and your customers. Know your target demographic, and you can feel confident you’re investing in the right media.

At Search Influence, our goal is to help you grow your business and optimize your potential online. If you’d like professional insight into choosing the ideal marketing budget for your company, call 504-336-3422 or request a proposal online today.

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Rihanna

June 28, 2018
Connect Your Brand With Your Community

Human beings are social animals, but what kind of community would form around your company’s online branding? Brand loyalty is easily observed in beverage and automotive industries, and fans of a particular brewery or manufacturer often consider that brand preference a part of their personal identity. Coke or Pepsi, Chevy or Ford, and Windows or Mac: these rivalries and preferences elicit emotions like the choice between sports teams. The fans of a brand develop a tribal sense of community, but it doesn’t happen with just any company. What if you could make your brand inspire that degree of enthusiasm and loyalty?

Make Your Brand Relatable

When kids try to make friends, the classic advice is to “be yourself.” Similarly, your online branding strategy needs to come from a genuine place if it’s going to build a following. Big promises and low prices will motivate a purchase, but you need to meet or exceed a customer’s expectations in order to make them a fan. When you think about brands that have been popular for decades, they have earned the lasting support of repeat customers. Quality products and reliable service aren’t just slogans, they’re perceptions that match the experience of satisfied customers.

A branding campaign should not require an overhaul of the way you do business. It can be as simple as identifying your strengths or making your marketing more consistent. But where do you go once you’ve got your brand established? The first step is finding those that relate to your brand the most. Target the interest groups and demographics most likely to identify with your brand through online advertising, and track their progress along the consumer journey. After they’ve visited your site or clicked on an advertisement, keep your brand visible with targeted remarketing. Every impression and interaction is an opportunity to confirm the value and reliability of your brand.

Emphasize Human Interaction

Automation is great for business efficiency, but customers appreciate interacting with your human employees. When an existing customer calls with a problem or question, they react differently when answers come directly from a person instead of a recorded message. We’ve all experienced the frustration of answering a dozen automated questions in order to complete a simple task. In contrast, it’s easy to imagine how it feels to interact with a single employee throughout an interaction with a business. Whether they’re contacting a travel agent, realtor, or secretary at a law firm, people have a different experience when they have the chance to repeatedly connect with the same human being. Their connection with that individual becomes their connection with the whole company.

Of course, the conduct of your employees can have a positive or negative impact on the way your brand is perceived, depending on how they interact with customers. When training and managing employees, remember how their treatment of customers can impact the long-term reputation of the business. Efficiency is important, but be sure to acknowledge and reward employees who go the extra mile for customers. It can be as simple as remembering a name or some other personal detail. A friendly voice and attention to detail can make customers feel valued by your company, even when you’re offering a no-frills product or service.

Find Followers on Social Media

Find a voice that resonates with your target audience and sets your business apart from the competition. On social media, your company’s response to news and trends will give the public additional opportunities to identify with your brand. Whether you develop a presence on Facebook, Instagram, LinkedIn, or Pinterest will depend on your target audience and what’s appropriate for your industry.

You’ll want to post frequently in order to keep your business visible, but the majority of the posts should not be directly promotional. That doesn’t mean you have to spend all your time writing your own witty blogs. Not everyone is rocking the digital marketing industry like Search Influence. Rather, you can share news stories and articles related to your industry and community. By sharing authoritative, newsworthy content, you prove to followers that your business is keeping up with the latest trends. Not only are you building your brand, but you’re also making your business a valuable resource to potential customers, even when they aren’t currently in the market for your services.

One of the biggest benefits of social media is that it provides a more detailed view of your target audience. As your following grows, you’ll gain a more detailed understanding of the interests, demographics, and preferences of people interested in your company. This information enables you to develop customer profiles and more specifically define your target audience. Identify the trends that groups of your fans have in common, and you’ll have an edge on the competitors who still advertise indiscriminately to the public at large.

How Does Community Generate Revenue?

Your customers understand how traditional advertising works. Across all platforms, paid content and advertisements get a lower CTR than personal content generated by close friends and family. When a friend recommends a business or vacation destination, that recommendation is more impactful than a commercial. By building a connection with the community, your online branding can make itself a topic of conversation. You can design promotions that encourage fans to show their support on social media. When people see that a close friend voluntarily supports your business, that recommendation carries weight. Get customers to advocate for your tourist attraction, dealership, or boutique, and you have a powerful alternative to conventional ads.

Establish Your Brand As a Community Ambassador

Members of the public are generally skeptical about the motivations of corporations and businesses. The global economy never ran on gumdrops and compliments, but consumers like to see brands that make a visible effort toward conservation, disaster relief, and other causes with a broad base of support. Politically controversial issues are a gamble because they needlessly turn away potential customers. It’s far better to publicly give to a popular cause and leverage social media so that fans can share the news of your good work. Many of your donations to non-profits can be tax-deductible. Improving the image of your company isn’t a fast process, but it has the potential to greatly increase your revenue by converting potential customers into supportive fans.

If you need help clarifying your brand or marketing your business online, our team can help. Grounded in a foundational understanding of SEO, we know how to build authority and make your business stand out. Digital marketing isn’t just a way to generate new leads—it’s an increasingly vital part of remaining competitive in today’s marketplace. Request a proposal from Search Influence to amplify the digital voice of your online branding.

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Brands

Facebook

We Like You

June 12, 2018
How to Navigate the NEW Google Adwords Experience
AdWords recently announced that they are fully switching to the new experience by the end of the year, and I’m here to tell you it’s going to be okay! The new experience has been available to all advertisers since October, but we’ve had exclusive access for a while and have been able to get acquainted with the new UI and I’m here to share our findings.

For those of you thinking, “Google’s changing something AGAIN?” I’m right there with you! But with the following tips and resources, you’ll soon love all the new experiences it has to offer.

So What’s so Different?

Google updated the interface to provide, “a faster and more intuitive experience that’s focused on helping you reach your goals.” All the features you rely on are available in the new experience, and Google incorporated feedback as well, since this has been in beta for a while. They’ve also rolled out some exclusive features that are available in the new interface, so you have to switch to take advantage of them. Some of my favorite new features are below.

A New “Overview” Page

The overview tab provides performance insights that are generated by Google depicted as charts and graphs for you to quickly review and take action. These make reviewing data for devices and time of day much more visually appealing and easier to understand.

Bid Adjustments for Calls

Adjust your bids on call extensions to show call interaction ads more frequently. This allows you more flexibility and control over how often these ads appear and how customers can connect with your business. The bid adjustments range from -90% (I don’t want these to show as much) to +900% (yes, please, show these all the time!).

Promotion Extensions

Promotion extensions are pretty fantastic! They allow users to show and link to a special offer in their search ads and even include a tag icon to help the promotion stand out. You can highlight specific sales and offers, all while taking up more valuable real estate in the SERPs.

Shortcuts

One of my all-time favorite new features is the introduction of shortcuts. You can pretty much navigate to anywhere in the interface in a matter of seconds! Need a list of shortcuts, just hit the question mark on your keyboard. Hit G and T (GoTo) to bring up a search bar, making it super easy to find anything you need!

Need More Help?

I couldn’t possibly cover all of the benefits of the new AdWords experience but wanted to include a few more tips and resources to get you started.
- The dimensions tab used to be one of my favorite places to go to pull reports to find actionable insights. I thought it was gone, but AdWords has re-named this and moved these reports to “Predefined reports,” found under the little graph icon in the upper right corner.
- Google has a guided tour of the new interface, which is great for beginners to get familiar with the changes. They also have a Help Center, which has been updated to help you navigate all the new features (bookmark this page!).
- Follow this page to view new information on AdWords features as they are added to the platform.
- If learning by video is more your thing, check out the guides to the New AdWords Experience Part 1 and Part 2.
- There are a few things that are changing and some features that are not yet available, so familiarize yourself with these in case you need to find a different solution.
Getting on board with big changes like this can take some time, so I recommend that you start poking around now. The end of the year will come quickly and is a critical time for most advertisers, so the more experience you have with the platform the more you’ll be able to take advantage of all the new features to set your campaigns up for success. If you have any questions or need help navigating this switch, the Online Advertising team at Search Influence has experts that can help.

All screenshots captured by Jeanne Gaudet Lobman on May 30, 2018
May 31, 2018
What Can Canva Do for You?

Need a custom graphic for your blog or social media page? Canva is a drag-and-drop tool with millions of images and hundreds of fonts. Over ten million users have created over 100 million designs with the help of Canva’s user-friendly interface. While nothing will replace the instinct and creativity of a trained graphic designer, Canva offers a tool for simple, creative designs. Fortunately, it’s easy to sign up for Canva and take their free version for a test drive.

What Is Canva?

Whether you want custom social media icons for your website or new business cards for your sales team, Canva has free tools to support your visual projects. You can edit photos, create graphs, and develop print media. When you need a graph for your website or an upcoming presentation, you can start with a wide range of templates to graphically represent your data. When it comes to social media management, you may know that it can be a hassle to get images in exactly the right dimensions for each social media platform. With Canva, the images practically format themselves. Whether you need an ebook cover or Instagram post, Canva can hook you up with the proper dimensions. And, when you need to adapt a graphic for something new, you can even copy images from one project to the next.

The variety of free templates, images, and other resources is staggering, and it is the ease of use that really puts this program in a league of its own. As if that weren’t enough, you can do the work in your web browser—no need to install software or download updates. Exploring their site is the best way to understand the full range of tools and options available.

How Do I Get Started?

When you sign up for Canva, an introductory tour highlights the key features of the site and their editing tools. Whatever you want to accomplish, you’ll have a wide range of templates available as starting points. For quick social media posts, templates are a great way to save time. By swapping out fonts and images, you can transform a template into something fresh, customized for your brand and message. Templates exist for all types of projects, and they can be tweaked as much as needed. As you become more comfortable with the process, you may eventually create your own layouts and designs from scratch, but templates make the design process fast and easy.

Do I Need My Own Images?

Not necessarily. Stock images and templates are great for a wide variety of applications. Browse through extensive folders of free-to-use images, grouped by theme and subject matter. You can even use the search tool for more specific images. If you want a higher quality photo, Canva allows you to purchase professional quality images for just $1. Plus, when you do have your own images to use for a project, they are easy to upload. Whatever image you choose, you’ll find the photo editing tools helpful in getting the color and size just right.

What If I’m Not an Artist?

If you don’t have a background in graphic design, then you’ll benefit from Canva’s extensive educational resources. Read blogs about the principles of design and composition, and complete tutorials on layouts, image editing, and advanced features on Canva. Some design lessons are even structured as weeklong courses on subjects like branding and social media. Even accomplished artists can still learn more about online promotion and education. A wealth of resources helps you optimize visual displays for business applications and the classroom.

How Can I Collaborate With Coworkers in Canva?

When you start developing content for your business, be sure to keep your work private, sharing only the finished work for public use. On the other hand, if you want to collaborate with a co-worker or client, you can also share access to unfinished projects. Whether you’re collaborating with someone in the same room or a different hemisphere, both of you can make changes to the same image. By working together, you can avoid the hassle of sending drafts and repeatedly getting feedback for each proof. For effective collaboration and a bigger variety of resources, it’s worth investing in a paid version of Canva.

What’s the Difference Between Canva Free and Paid Versions?

The basic editing tools on Canva are free. All users enjoy a gigabyte of storage for their files and photos, and they can use over 8,000 free templates. Up to 10 free users can collaborate together as a team, but more team functionalities are available to paid members, in addition to access to hundreds of thousands of photos and illustrations. You can get a better idea of the advantages of paying for Canva by signing up for the free trial period. A higher tier of professional service and support is available for companies that would benefit from having their own account manager and teams of up to 30 users. Discounts are available for users who pay by the year instead of monthly.

Graphics are an important piece of any content marketing strategy, and Canva has the right tools to create your own custom images. The right visuals complete your branding and make every message more digestible from the first glance. Of course, even with the best tools, digital marketing takes time and expertise. To find out how our team at Search Influence can help you create the right infographics or social media campaign for your target audience, request a proposal today.

Images:

Canva

Bob Ross

May 22, 2018
Four Smart Ways to Market Your Tourism Business in the Off-season

Seasonality is a major marketing challenge for the tourism industry. Considering the struggle to turn a profit during the low season, and the rush of overtime work during the high season, this challenge should come as no surprise. The good news, however, is that we have solutions! With these four smart ways to market during the off-season, travel and tourism companies can combat seasonality and improve business year-round.

1. Build Email Databases All Year

Email might seem a bit old-school in the world of digital marketing, but even in 2018, email databases provide a valuable list of people who are genuinely interested in your brand. And when it comes to efficiently targeting your marketing campaigns, interested people who have subscribed to your database are much more likely to buy your product than those who haven’t subscribed. Some simple ways to build your database include prominently featuring sign-up forms on your website and across your social media channels and clearly informing new customers when they will be added to your email list. This transparency will promote trust in your brand and cut down on any annoying surprise emails, thereby limiting your number of unsubscribers and keeping your database numbers strong.

Even though you’ll be using your email database to communicate during the off-season, it should be a priority during your peak season, as this is when you’ll be interacting with the most customers, both on and offline. For more tips on how to make the most of your email marketing campaign—and which crucial mistakes to avoid—read our past blog post on email marketing for small businesses.

2. Create a Low-Season Content Strategy

With your email database in place, you’ll need fantastic content to send to your customers and leads, keeping them engaged with your brand even when they aren’t able to purchase your products or experiences. This Hubspot blog, for example, suggests some great off-season blog topics for pick-your-own fruit or vegetable businesses, including smoothie recipes with frozen berries, and lists of foods for families to grow in the winter. Providing useful and engaging information even when you’re closed can build customer loyalty and encourage people to remember your business for once you’re back open.

If your business is still open during the off-season, you have even more opportunity to drive sales with content! Consider a blog that addresses a common tourist concern and turns it into a positive opportunity. For example, a company in the tropics, where the rainy season is a big concern, could write a blog focusing on their location’s amazing indoor experiences, like shopping or museums. Or, if the company is a local zoo, they could write a blog explaining different animals that thrive in wet and humid conditions, and then promote the decreased prices and cooler weather that come with a little rain. To make these blogs especially compelling, your team should get out and about during the off-season and share first-hand accounts and photographs of their activities. This will show potential customers what your area is truly like during the off-season and likely convince them that an off-season trip will still be loads of fun. For more great content ideas, visit our content marketing services page, and learn how our business can help yours!

3. Offer Discounted Off-season Experience Packages

In addition to sending your team out and about during the off-season, consider using discounted experience packages to send customers exploring, as well. While discounts can feel like a risky strategy for driving business, there are many ways to leverage these discounts to your advantage. For example, host a contest or giveaway and then require the winners to submit photos, videos, or diary entries while on the trip. You can then form these first-hand customer experiences into a blog for your content strategy, or otherwise use them to promote your experience package.

Because activities and accommodations are already planned in this type of discounted trip, experience packages will likely appeal to short-on-time travelers who want to get straight from Dreaming to Experiencing Moments, without slogging through Organizing and Booking. For more information on these crucial moments, and how your business can use them to attract customers, read our recent blog post on travel micro-moments.

4. Don’t Forget About the Locals

Locals deserve a lot of love for showing their hometown love and support during the off-season. The off-season is the perfect time to say thanks to locals, and make some money while you’re at it! Consider offering discounts for local residents, or altering your marketing strategy to promote staycations or otherwise appeal to the local community. Sometimes people just need a reminder of all the fun things they can do in their own city!

Also, don’t forget that locals are the primary source for visiting friends and relatives, which can contribute heavily to your customer base, especially during the off-season. To see how Search Influence has helped tourism customers in our community market to both locals and visitors, visit our Zoos, Museums, and Attractions page.

Seasonality will always be a challenge for businesses in the seasonal tourism industry—after all, it’s right there in the name! However, with these four marketing strategies, you can combat the low profits of the low season and improve your business year-round.

Images:

Winter, Spring

Experiences

Spring in the City

April 19, 2018
Pubcon Florida 2018: Chatbots Are Cool, But We Gotta Keep Marketing Human

I am sorry to say that until last week, the only Pubcon events I’d attended were in Las Vegas, and of course, when after Katrina the show came to New Orleans in 2013 (wow, seems like only yesterday).

So, last week I went to Ft. Lauderdale for Pubcon Florida. It was a really enjoyable show.

To give a little context, Pubcon Las Vegas is like the CES, SEMA, or ComicCon. There is way too much going on to feel like you’re seeing it all. Kind of like Las Vegas itself.

But this show, the South Florida show, co-produced with the South Florida Internet Marketing Association (SFIMA) is much more manageable.

I was able to bundle a little fun with this trip, stopping over in Haines City, FL (my hotel was in Lakeland, FL), to take part in Ironman 70.3 Florida.

Feel free to read my account of it if you’re interested in the exploits of a mediocre, middle-aged athlete.

We Need to Stop Chasing Google

Every keynote speaker at Pubcon were people I would gladly watch any time. I was sad to miss the closing keynote with Purna Virji of Microsoft but glad I caught both Wil Reynolds and Lee Odden. I have seen Purna speak many times and as I tweeted at SEMPDX Engage, I could listen to her read the phone book.

Wil made some really excellent points about how we as marketing companies need to be thinking about our relationship with the search engines and ad platforms, including a great metaphor about the follow of chasing Google when Google is itself chasing the user (searchers, humans, whatever).

It is really easy for us marketers, especially those like me who grew up in an SEO world, to get enamored of the technology and forget that at the end of the day it’s about humans. Or as they use to say in the Yellow Pages, putting buyers and sellers together.

I like Wil. He’s a northeasterner who has been doing this for a while. Our cultural references are similar and clearly our penchant for a well-placed profanity.

Lee Odden was talking about the intersection of PR and Content Marketing. Lee has been preaching the value of content since the early days—perhaps even before The Content Marketing Institute.

According to Lee, “If you want to be in the media, become the media” ~~– I always enjoy when presenters attribute themselves to quotes in their presentations.~~

UPDATED: Lee Odden was nice enough to give me the right image. I included here a screenshot from Twitter so you can see his message as well.

My interest in these two presentations is a little self-serving. Both were arguing for a more holistic view of both the user (browser, searcher, customer) than that of the typical digital marketer.

Trust Building for Brands

My presentation, entitled “Brands Win Online” was a further expression of a theme that we’ve been presenting on for years.

In essence, brands get traffic because they’re brands. Even when, in a Google search, a brand is lower down the list they’ll get the click because of brand recognition. We see this all the time at a tactical level where we are able to influence search results by doing branding focused advertising.

The first iteration of this idea, done this way, was in a presentation to the BIA/Kelsey show called: Presence + Authority + Trust = Winning

Paula has also banged this drum a few times with her presentations on local branding including her MozCon presentation: Fake it till you make it: Brand Building for Local Businesses

There were, of course, other great sessions. Mat Siltala was his usual brilliant self, and I learned quite a lot from Tony Wright whose presentation I had the pleasure of moderating.

Here’s a link to Mat’s presentation on SlideShare: Creating Content for Social Media

Did you know, Tony studied Opera?!

The Benefits of Going to a Growing Conference

One of the great things about this smaller conference is that there were no must-miss presentations. I could have spent all day in sessions and felt like I was learning a ton. And, of course, there are a number of takeaways for me to bring home to the team. Including a Barnacle SEO reference by Steve Shackelford of DealerOn.

Brett, Joe and the team put on a great show and have been doing so for the past 17 years. If you’re interested in a more manageable show than the big Las Vegas extravaganza, do check out Pubcon Florida next year.

Maybe, this one will get on autopilot and we can hope to see Pubcon back in New Orleans someday!

April 16, 2018
5 Strategies to Get Guests Talking and Increase Event Attendance

With the right marketing strategy, your event will be the topic that everyone seems to be discussing. Potential attendees will feel compelled to join in the fun. Millennials have coined a term for this pervasive social anxiety: “FOMO,” for “fear of missing out.” This social enthusiasm is great at motivating that final step for a successful gathering: converting people who are merely aware of the event into participants who actually attend. Whether you’re still sending invitations or collecting RSVPs, every event planner needs to know how to make their big bash the talk of the town.

Email Marketing

You know the contact information for your most dedicated fans and colleagues. Give newsletter subscribers and loyal customers the inside scoop, and they’ll be happy to make plans in advance. Include links to any special promotions or contests leading up to the event to help encourage your fans to spread the word and invite friends through social media. And be sure to tease out the event over a few targeted emails, building excitement and revealing new surprises that your customers can’t get enough of.

Whether it is your regular newsletter or promotional messages for the big event, less is more, especially when it comes to emails. Flooded inboxes are a familiar experience, and many people cull through their incoming mail on a smartphone, further limiting the time and screen space allowed for each message to make its case. When you’re promoting an event, don’t send out too many emails to the same recipients, or you may turn potential attendees into unsubscribers.

Facebook Promotion

Facebook events allow you to track RSVPs and disseminate essential information. People need clear details about the time, location, and parking. Facebook makes key logistical information easily accessible, and it also provides a platform for easy promotion. With event marketing on Facebook, you can pay for promotion to get more views and attendees. Even without paying for advertising, you can design posts that encourage engagement. Produce exciting promotional infographics, and your fans will be happy to spread the word.

Schedule important posts for the early afternoon, preferably from Wednesday to Friday. Those times allow a larger number of active Facebook users to see your posts, and they can still share the news before the weekend. Social media also allows you to gauge enthusiasm and adjust your promotional strategy, depending on which posts get more engagement. Learn more about how social media management can help you find attendees for your big event on Facebook and other platforms.

Remarketing

Not everyone who clicks on your page will attend, but people who visit your website and event page have demonstrated interest. Target those undecided visitors with remarketing through Google Display or Facebook Display to remind them about the event and keep it top of mind. This is especially important if your event tickets typically sell closer to your event. As with other forms of targeted advertising, you can put your message in front of local viewers with relevant interests, and you can even filter by age groups and other demographic variables. Remarketing is special because it is tailored to potential guests who have demonstrated a very specific interest.

Not everyone checks Facebook more than five times a day, and it’s easy to forget about upcoming events. Online advertising provides reminders for converting interested viewers into actual attendees. Even users without a social media presence will still see advertising on search engines and other web page banners.

Influencer Marketing

Advertisements are great reminders for upcoming occasions, but trusted online personalities can have an even more profound influence on attendance. Make your gathering popular by getting relevant influencers on board. In some ways, the internet is still a lot like high school, and influencers are the popular kids with a lot of sway over which parties and trends are “cool.”

Reach out to the internet personalities relevant to your industry and audience, and they may be interested in helping to spread the word. Some influencers are content creators who rely on sponsorship. Others are bloggers who share reviews and news relevant to their followers. Influencers make great VIPs, and they may also be interested in giving away tickets, further spreading the word.

Snapchat and Instagram Stories

If you’re targeting a younger audience, you need to keep up with the latest trends. Snapchat and Instagram allow you to tell a compelling visual story. The week and day of the event, be sure to have someone on staff dedicated to updating your feed with behind-the-scenes videos, live updates, and reactions from attendees. You can even get your influencer to take over your social account during the event to stir more excitement. Publishing a lot of content during the event, and encouraging your guests to do the same, is the best way to jumpstart your marketing and attendance for the following year.

From underwater welders to teenaged musicians, a surprising range of communities are active on Instagram and Snapchat. If you aren’t sure about the best place to reach your audience, then it’s worth getting professional help. Consulting services can help you determine which outlets are most effective for your industry and target audience, while lead tracking and analytics will help you determine how best to elicit reactions from followers.

Event marketing is about more than spreading the word. Use your established branding to show how every attendee will have a great time. With the right impression and frequent reminders, your local community will be FOMO-ing all the way to your big day. Whether you’ve booked an exclusive venue or amazing guest speaker, promotion (through advertising or social media) is just a way to spread the exciting news. Once you’ve done the hard work of planning a gathering, FOMO is the natural reaction of people who understand what a great time you have pulled together.

Have a big event coming up but no time to promote it? Request a proposal to learn how Search Influence can help you succeed.

Images:

Social Media Pendulum

March 15, 2018