Marketing Yourself On LinkedIn

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As technology and social media continue to grow throughout the world, things have been made easier in many different ways. Getting information out to the world is as easy as posting the information on your social media and sending it, which can take a matter of 10 seconds. Although this is a great way to spread information, there can also be downfalls. If you have a bad day or aren’t thinking about it at the time and post something that you’ll regret later, future employers can find that and use it against you in a job search. Since this has become more important it is in people’s best interest to create a LinkedIn account. This platform has the ability for you to share you greatest strengths and show companies and employers that you are the right fit for their job postings. An article on a website called the under cover recruiter has shown “7 ways college students can benefit from LinkedIn”. In my experience I believe all 7 of these to be true. The seven ways students and any other user of LinkedIn can benefit from it are getting job emails alerts, connecting with professionals, conducting company research, getting recommendations, letting companies find you, connecting with other students (or peers), and landing international jobs. All of these things are very beneficial when looking for a job and using the LinkedIn network.

Another article I found on the muse lists things to do to your LinkedIn profile that will make it topnotch “9 Tiny Tweaks That’ll Make your LinkedIn Profile Top-Notch”. All nine of these ways are very simple and I believe will make your profile stand out. The first tweak you can do is have a perfect profile picture. You want your profile picture to be a professional headshot of some sort, a photo that actually looks like you, a picture that captures you with a soft expressions, you want to be professionally dressed, and make sure the background is not distracting. Doing these things will lead you to have a stellar profile picture. The second tweak is adding a cover photo, this has been recently added to LinkedIn and many people, including myself, haven’t added one. It is important to use all the tools LinkedIn gives you and this is one of them. The picture you choose should connect back to who you are as a professional. The next way to make your profile top-notch, is by editing your custom URL to your first and last name. This gives you a unique URL but allows people to know exactly who you are just by looking at it. The fourth change you can make is improving your summary. Your summary is an opportunity for you to tell users what you’re searching for. Making this section unique to you will help you stand out. Adding what job your looking for, or if you’re looking for investments can help. The fifth tweak is to edit your skills, when I first created my LinkedIn I didn’t add any skills. This section is very important when it comes to future employers, they want to see what you can do and what makes you an asset to their company. The next thing you can do is add your volunteer work. Personally this is something I haven’t done on my LinkedIn, but when employers are looking at your resume they like to see volunteer work, so this will give you an extra something when they are evaluating you via LinkedIn. Adding content to your profile is key on LinkedIn. This shows your an active user and care about what you are putting out there, but when it comes to writing an article from scratch this can be difficult. A way you can add content you’ve written without completely starting over is by posting work that you have already done. For example all of my blog posts are posted on my LinkedIn. This can show future employers my critical thinking and writing skills, or lack there of (haha).  Another way to make your LinkedIn top-notch is by creating a perfect status update. You can post this on your companies web page, or for those of us that don’t belong to a company yet, on your current school or alma mater. This status should have breaking news or industry trends as the subject, edit the link description and keep it simple, further engagement from yourself to keep the discussion going, make it interesting to your target market and who will be viewing it, and aim for a success rate that is great then a 1% engagement. By updating your status’ and creating discussion this can show that you are staying involved. The final tweak to make your LinkedIn stand out is by adding media to it. It is said that employers take less then a minute to look at someones resume, well this decreases to about 10 seconds for recruiters looking at LinkedIn profiles. If your profile doesn’t catch the recruiters attention in that short time, they are more likely to leave quickly. By adding media this shows that your profile is different then others and can help you stand out. You don’t want anything to overpowering and to many things will make it crowded. Just the right amount will help recruiters become more engaged and stay on your profile for longer.

These tweaks are quick and easy ways for you to make your LinkedIn profile stand out.The more information you have the more LinkedIn will know about you as a future employer. By having all this information it gives you the greater opportunity to have jobs that match your profile. I get emails daily saying that my profile has matched jobs, the more of these you get the more it is creating future opportunities for yourself. There are steps in here that I have to do on my LinkedIn still, but once I do I’m hoping my profile will have an edge over others and give my more job opportunities.

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Email Marketing

Hello all! I know have been M.I.A for a little, but today I want to talk about something very important for marketers, and that’s email marketing.

Email marketing is a very important way to market for businesses. Depending on your business model there are different types of email content that can be sent out. The first is online retail, the goal of this type is to generate additional purchases. These emails should contain discounts or promotions on their merchandise. Online retails emails can also have new product lines or recommended products based on their users past purchases. Lead Generation is the next type, unlike online retailers it’s harder for lead generation websites to create profitable email content. This content can provide information about things the website knows the user needs. It can also include tips and tricks regarding the websites expertise. These types of emails can improve customer satisfaction and maintain the company’s relationship with past consumers. Search engine email content can be filled with deals on hotels or vacation packages, this is because search engines are likely to have access to that information. By sending these emails out it will add business to their search engines. More people will look to search at that search engine and they could get commission on hotel bookings. The next type is online media, these companies make money off the advertisement on their website, and the more people spend time on them. Emails that will help get people to their site are ones that display the sites top content for the day. The final type is online B2B services, sending emails to potential customers can help with the sales process. Usually it takes several months to over a year for a B2B sales cycle. The emails usually contain useful information about the best practices within that industry. Since we are learning about email marketing in my digital marketing I will be evaluating emails from a site that I frequently receive them from.

The website I receive emails from falls under the type online retail, it’s called Tobi. I have been signed up on this site for years now because I love their clothes. What initially made me sign up was because they had an offer, 50% off your first purchase if you sign up. I receive an email from them daily and open 95% of them. When I get an email from Tobi I always try to open them because they always have great deals, and if I read the email the next day that says “Last Day 50% off site wide” makes me sad I missed it.

The last Tobi email I got had a subject line “Spring Approved || LAST DAY 50% Off Sitewide”. Immediately seeing this subject line made me open the email and click. The content is shown in this picture:

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A few days before receiving the last email I got, had the following image in it:

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It is showing us the code to use to receive the 50% off, which matches the subject line. There is also a picture of a girl wearing a dress in a warm climate environment. When the subject line stated “Spring Approved” meant to me that they were focusing on spring clothes currently. If you click the picture in the email it is a link to the site, it brings you to their spring summer dresses, which to me was very clear and matched together. The other email containing 30% off sales items is not as distinct in what exactly those sale items are. It also has no image of an actual product which I felt was helpful in knowing what they were focusing on like the first image. The main call to action here is to get consumers to make a purchase. After receiving this email, I clicked on the link and did make a purchase. To me when the email is bright and inviting and giving you a great deal straight forward I think they are very effective, which the first email (50% off) had. The second email (30%) I didn’t click on it, there was not an image that I was that made me think to myself “I want that”, which the first email did very well. Since Tobi sends out emails daily I think both emails had enough content in it, but the second one could have add a more specific picture, and both did not need to add in any other offers. If emails weren’t sent as frequently I would think they should display more offers. I also believe this site is very gender specific and has a specific style to it, if there were more options for other genders or different style I believe they should add more offers. With that there is also a higher probability that both emails went to the entire database. Again, if there were more clothes for different genders and different styles, this email could have easily been segment-dependent, but because their entire site is already “one segment” I believe it was sent to the entire database. For me the first email (50% Off) accomplished its objective more than the second, this is because I made a purchase after receiving the first. The second one I didn’t even click on, I felt the deal wasn’t something worth it for me and I was unsure what was on sale. Tobi should continue to let their customers know about their deals and have specific item pictures that will draw their attention. They should also make deals available to potential customers.

On Site SEO and Food

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On-site SEO

Today’s blog post is about SEO (search engine optimization), this is the process of maximizing the number of visitors to your certain webpage by ensuring the site appears high on the list of results returned by a search engine. To create optimal keyword targeting there are a few things to consider including; relevance, traffic, competition, and if you’re and existing website, your current ranking. To show how to increase SEO I am going to conduct an analysis of my first blog post on food and see what I could have done better. This assignment is for my digital marketing class taught by Dr. Pepe. To learn more about Dr. Pepe please check his amazing blog.

Now the first thing that helps with successful SEO is relevance, which has to do with content. With a full website each individual page within needs its own targeted keyword(s) in order to be successful. For example a key word to a home page to a Women’s shoe site wouldn’t just be “boots” because there are a larger variety of shoes. If the website has a specific category for boots, that category webpage is where you would want to put the keyword “boots”. You also want your keyword(s) to be 3-5% of your content. My keyword was food, which came up 5 times on my blog post out of 441 words, this brings me to about 1%, the next keyword was blog, which came up 1 time , 0.2%, and finally Yang’s, which came up 8 times, 1.8%. Overall based strictly on content, this needs to be improved. Mentioning my three keywords more would have given me more relevance and a better chance of being higher on the list of results for food, Yang’s, and blog.

The next thing to mention is traffic, which involves clicking on your website after a certain word is searched. Keyword Planner on google is a tool that will help in picking what keywords to pick. Unless you are a big time website, keywords like “food”, “blog”, “Yang’s”, are popular and are hard to show up on the front page of results. These popular words are called fat head words, according to the long tail theory. The more popular keywords that are picked show the biggest competition, and are harder for websites to appear on the first list of results. Major website such as Amazon, Nike, etc. have most fat head words on lock. Being a smaller website long tail words are more likely to work, although they aren’t as popular searched they give you a better chance of ranking higher. Google keyword planner helps create keywords for you and show how much competition you have with those searched words. When typing in my first blog post website I got a list of keyword phrases. The top five are:

  1. Restaurant coupons- High competition
  2. Restaurant deals- Medium competition
  3. Restaurant offers- Medium competition
  4. Coupons for restaurants- High competition
  5. Restaurant deals near me- Medium competition

Since my blog is just starting out and relatively small, I would rather pick a keyword phrase that has low competition. Scrolling down the list “Lunch specials near me” comes in at nine and is low competition which is more promising for my blog. Since my blog is new, ranking isn’t something I am worried about (for now).

To successfully use keyword(s) phrases being only in the content isn’t enough. You need to use them in specific areas such as URL, title tag, header, alt text and anchor text. Looking at my first blog we’ll use “food” for my keyword (although we know now that it wasn’t very helpful).

Unfortunately right off the bat my URL does not contain the word food in it.

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URL

 

My title tag did have the word food in it “Fabi’s Food” this is good.

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Title Tag

 

Unfortunately my header did not include “food” but only “Yang’s”

In my first post I also had no alt text, which isn’t good at all. The search engine doesn’t pick up images, but they do pick up what’s in the alt text. With no alt text the image has no relevance to the search.

Finally anchor text I did mention my first blog link earlier in this current blog using the word food! This could be the first thing I’ve done right when it comes to SEO.

Other things to improve on SEO are the following:

  1. Quality
  2. Click through rate
  3. Low bounce rate
  4. Fresh content
  5. Valuable content
  6. Grammar and spelling

Now as you can see I have a lot to improve on in my following posts and editing of previous ones. Don’t let your website suffer from these simple things you can fix today! To learn more about SEO you can view the following article that helped inform me.

 

Delish

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My blog is all about food and going to try new restaurants in new environments, while staying in the area. This weeks post is going to be steered a little differently, I will be conducting and analysis of the website Delish. Delish is a website that is all about food news; it has menus, recipes, tips, and anything you can think of that has to do with food. With my love of food comes along me trying to make food myself, but when it comes to cooking I know nothing. Delish helps people make intricate and delicious foods with little ingredients and easy step by step instructions. It varies from a home cooked dinner for your family, or snackable pizza and finger foods. If you’re looking for a certain food to make, they most likely have it, and easy to follow steps.

This past week in Dr. Pepe’s Digital Marketing class we learned that there are three assets a site can be analyzed with. They are: traffic, conversion, and generating revenue. These things can be measured by a series of factors including referrals, click throughs, direct search, etc. With that in mind I am now going to see how Delish measures up to these factors. Before we start with that I would like to give a shout out to my digital marketing teacher Dr. Pepe. This is the second class I have with him and I can honestly say he is a great teacher and has so much knowledge to share. If you’d like to learn more about Dr. Pepe and all the great things he has to say, check out his blog. You will learn a lot from it.

First let’s talk about traffic. The keywords in a website and keyword search demand are huge when it comes to traffic. A goal a website should have is for their keyword phrases to have a high level of search traffic, when it comes to search traffic this will help. There are different types of traffic, including direct traffic, referral traffic, and search traffic. Search traffic is when someone types keywords into Google and that site shows up based on relevance. To help websites with this Google has a Keyword Planner, which helps choose a target market and what keywords are best for your site, and will ultimately show up more on searches. Based on the website Moz, which helps track where websites stand when it comes to SEO (search engine optimization), Delish ranks 76 out of 100. Amazon scores a 97 out of 100, which is one of the best there is. On this alone I would say Delish is a very searchable site but it can still close the gap and get higher with this rank. They can try and incorporate more highly searched keywords about food into their posts and bring them higher up on the page, which helps with relevance. The higher up on a page and larger the font for a keyword phrase the more weight it has in relevance. The next form of traffic is direct traffic, which is when someone types the URL of a website directly in. I can’t imagine Delish getting a ton of direct traffic because its so universal to food, I feel as if it would be found more through links and can be found throughout other clicks in other places. With that being said Delish has 181,000 total links, because of this high number I would say referral traffic is what they get the most out of. When searching through food posts, viewers can be brought back to Delish very frequently. A segment called “Tasty” is on buzzfeed, they get a lot of their stuff from Delish and post links throughout a lot of their contact. Although Delish’s traffic could be improved when it comes to search traffic and direct, their referral traffic is doing well.

Another way we can measure the success of a website is conversions. Ways we can measure Delish’s conversion is through how much time viewers spend on their page, how many click throughs they get, and more. Delish has so many articles on it that lead into others. Click-throughs is most likely the heaviest weighted form of conversion, and also how much time spent on the website. Since Delish has so many links out their we can see conversion if viewers stay on the page after getting redirected there. If people come on the page and immediately click back, that isn’t good for conversion. Comparing themselves to competitors is another good way to see their conversion, if viewers are viewing other food sites for longer and click-through more, this would be something Delish should be worried about.

Generating Revenue is the final way to measure the success of a website. For website where purchasing is going on like amazon, footlocker, and many others, revenue is the ultimate goal. For Delish because they don’t sell anything, it is not. Because of this traffic and conversions are Delish’s most weighted measurements of success. Although Delish has high referral traffic and pretty good search traffic, there is always room for improvement when it comes to traffic, and conversions.

 

Yang’s

The first stop on this blog journey has to be Yang’s. This is one of my all time favorite restaurants in the area. It is a short two minute drive from Siena College, located at 594 New Loudon Rd, Latham, NY in Newton Plaza. When I first saw Yang’s from the outside I never thought to try it, the appearance wasn’t doing it for me. I went a whole year at school without visiting this restaurant. Finally a friend dragged me to their lunch special and I immediately fell in love. On the outside I felt like it was a small Asian take out place, I didn’t think there would be seating or good food, I was very wrong.

Once you walk inside the whole dynamic of the environment changes, it is not what the outside looks like. You walk inside a clear class door and enter a comfortable restaurant with great ambiance. The lighting has a relaxing view to it, with lanterns hanging from the ceiling, the light that is given off isn’t to dark or to bright. My first experience at Yang’s was mid day during the lunch special, which is everyday from 11am-3pm. If you want to enjoy delicious food for a great price, the lunch special is for you. They have a whole page from the menu that is just dedicated to the lunch special, which includes bento boxes, sushi specials, hibachi specials, etc.

The first time I ever ordered I got three sushi rolls for $11.95, an amazing deal. As I kept coming back I started ordering the steak and shrimp hibachi combination lunch special. This could be the best food dish I’ve had for a great price. The lunch special included soup, salad, vegetables, noodles, rice, and two meets for $13.25, as a college student this was the place to be. After many times being here there came a time when it was passed 3pm, but I wanted Yang’s. I had never been there during dinner and frankly I was a little frightened. The price factor came into play and I wasn’t sure if it was worth it, but of course I was wrong. My regular $13.25 price went up to $21.95, but what made it worth it was the increase in portion size, the dinner was massive. Anytime I went there for dinner I was completely satisfied and had extra that could easily be another dinner, so worth it. If you are looking to save money and get great food, Yang’s lunch special is the place to be. If you are looking for a relaxing satisfying dinner, Yang’s dinner is the place to be.

screen-shot-2017-02-06-at-4-13-43-pm  Yang’s Official Site