Marketing Yourself on LinkedIn

Step one: create a LinkedIn profile. After that just fill in the blanks. If you can put the time into building up your profile, you will have everything you need and a very professional profile. LinkedIn makes it easy for you to edit your profile, as it just takes a few clicks and some thinking to get it done.

What have I done to market myself on LinkedIn?

To start, I’ve connected with as many people in my field, from my school, or that I know as possible. Connecting with the right people can make you more known in the communities that you want to be involved in. Alumni networks and groups on the site are a great way to start. I’ve also continued to update my profile and really alter it so that it focuses on what I want to be known for. Right now, I intern with the Albany Devils so that is one of the first things listed on my page.

I believe that it’s important to have a pitch for yourself in the case that you connect with someone that may be able to help you. I have an outline saved on my computer for sending messages to find out about job opportunities. Having this makes the process more efficient for myself. I have reached out to people that work for professional sports teams and received responses regarding my messages, so simply reaching out works.

Additionally, using all of the tools that LinkedIn provides is only going to make marketing yourself easier. For instance, the site provides job suggestions that can be easily applied to, so you should have your settings set up in a way that you receive the right job recommendations.

I’ll be honest, I have a lot of room for growth with my profile, so I am going to use these two great articles to help me improve:

https://www.inc.com/larry-kim/22-top-tips-to-effectively-raise-your-profile-on-linkedin.html

http://www.cio.com/article/2868522/linkedin/6-linkedin-tips-to-make-your-profile-pop.html

 

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Email Marketing: Baseball Express

I was recently tasked by Professor Pepe, who is certified in Google AdWords and Analytics, to discuss email marketing. The first step that I needed to take was to sign up for a website’s email subscription. I’m already on Baseball Express’ list so I used http://www.baseballexpress.com to analyze email marketing. I signed up for this mailing list because I wanted to know when the site was having deals on its products. I don’t buy baseball gear year round, I maybe make two or three purchases, so it’s important to me that I get the best deal possible when I am buying. The amount of emails that I get normally depends on the time of the year. Over the winter I don’t receive as many as I would in a month like March or June. When I get the emails, I do read them because like I said, I want to get a good deal on my gear, and I’m normally always looking for something. Let’s look at two recent emails that I received from the site:

Email 1:

Subject Line: Save $140 – Easton 2015 S3 -10 Big Barrel Bat – Now Only $59.88

So right away I’m not interested because I haven’t used a big barrel bat in about 10 years, but I know that their emails contain a lot of info so I opened it anyway. When I opened it, the big barrel deal was front and center, with other deals listed below it. The email also had two calls to action, the first being “Save $140!” and the second as “shop now.” Neither one intrigued me enough to click on any links. As far as quantity of ads, there were about ten total within the email as it was very lengthy. This email definitely wasn’t specified for me because it’s a site that only sells baseball and softball equipment, so it can get away with sending general emails. The email was effective because I clicked on it which made me more aware of the brand and its products. In future emails, Baseball Express should look to offer deals on new products to increase consumer awareness.

Email 2:

Subject Line: Last Day – 15% Off Storewide + Free Shipping on Orders over $99 – Easter Sale

I was more interested in this email because it was for a storewide sale. When I opened the email, the 15% deal as well as the free shipping deal were the first things I saw, along with the call to action of “Last Day! Buy Now!” It was practically the same email as the first one, but with a different headlining advertisement. Their next emails should be similar to this one because the general sale may pull more clicks.

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On-Site SEO Ranking Analysis

Professor Pepe, writer of https://marketingbyprofessorpepe.wordpress.com/, has given our class the assignment of discussing how to improve and increase an SEO ranking. For starters, SEO stands for search engine optimization. In a nutshell, it’s basically how a website or webpage can be designed in order to be shown higher up on a Google search based on keywords and other things. The higher a website appears on Google’s list, the more volume it will receive, thus making it more popular and potentially profitable. If you would like to learn more about this topic in detail, check out http://searchengineland.com/guide/what-is-seo. Two areas that I will focus on for SEO are Google Keyword Planner and relevance.

Google Keyword Planner is a tool provided by Google that provides ideas for keywords that an article or webpage should use in order to improve search traffic and SEO. The planner describes how competitive certain keywords are across the internet, and whether or not it is worth trying to gain popularity through one keyword or another. For example, if you want your keyword to be sneakers, there might be sites like Nike and Adidas that have a stranglehold on the search for that keyword, so it might be in your best interest to find another way to increase SEO. Using the right keywords will improve search engine results and ranking, so Google Keyword Planner can be an extremely effective tool if used properly.

Relevance includes URL, Title Tag, Header Tag, Content, alt text, and anchor text. To avoid getting wordy, I’ll keep it simple. When the right keywords are found through the planner and are then implemented, they also need to go into each one of those aspects of relevance listed above. In the URL, Title Tag, and Header Tag, the keyword(s) should be put into place because these three are what are mainly involved in SEO. They are at the tops of pages and should be in large font to improve search results. In the content of a page, the keywords should take up anywhere from 3%-5% of total content to optimize search relevance and results.

structure-seo-search-engine-optimization

To give an example of all of this, I’ll use http://shop.nhl.com/ like I did in my previous post. If you go on this site and go to its jerseys page, you can find its keywords. The URL includes the words jerseys, and the title tag and header tag includes the same as well as different jersey categories. What this does is cover all aspects of hockey jerseys. Someone can search specifically for replica jerseys or authentic jersey, and will be directed to the NHL Shop through Google because the site has a good rating through SEO and has used the proper keywords to its advantage.

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Analysis of NHL Shop

My professor, Professor Pepe (who writes a really great digital marketing blog), has asked that we run an analysis of a website to assess it’s traffic, conversion, and revenue maximization. I chose http://shop.nhl.com/ for this assignment because of my interest for hockey and because I never use it to purchase overpriced hockey jerseys (thank you eBay).

NHL Shop definitely gets a lot of traffic because of it’s direct association with the National Hockey League. Each of the 30 teams has its own personalized page on the site so fans can find their favorite teams’ merchandise with ease.

The domain score is an 85/100 and the page authority is a 61/100, according to moz.com. Domain score predicts how well that a domain will perform on a search engine. So if someone is searching for “hockey jerseys” the NHL Shop will show up first and more often. Page authority is the same thing but for a page. The page authority is probably worse than the domain authority because searchers go to their team’s page rather than the NHL Shop home page.

In order to increase traffic, if at all possible, NHL Shop could advertise more on Google to create more awareness to those exploring the web. The site could also increase it’s fonts on the top of the page to increase its rating on search engines. Referrals through each team’s website would also be a great way to increase traffic. A smart and easy thing to do would be to advertise in arenas and on broadcasts of games.

Something like this:

behind_net_2

Conversion rates for this site are as simple as a customer completing a purchase. These rates can be increased by having email lists (which I am on in case of a miracle sale), personal accounts for shoppers, and other customer engaging things.

Revenue maximization is made when conversions come together. In order to increase revenues, the site can have sales, bundles, and other customer opportunities. Taking these actions will increase sales and future sale opportunities.

Keywords are a big part of increasing the search ranking of a website. NHL Shop should think that its customers are going to search things like: NHL, hockey, merchandise, specific team names, jerseys, hats, etc. These keywords should be used a lot on each page in order to increase search rankings.

NHL Shop is the number one resource for hockey related merchandise because of its traffic, conversion, and revenue maximization. It is a well-designed website that makes it easy for customers to find what they are looking for.

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Tom “GOAT” Brady

Seriously, how could someone hate Tom Brady? If you really don’t like the guy be honest with yourself, it’s because you wish you were him. Dates hot super model then dumps her for hot super model. Wins five Super Bowls. Makes millions. Shoves success in Roger Goodell’s face. Is the GOAT. What more can the guy do? He’s already at the top of the world and he somehow, someway, just got cooler because of this advertisement:

As a Bills fan, I have nothing but respect for the greatest quarterback of all time. The dude even ran for a first down in Sunday’s game so all of you haters can’t even knock him for being “unathletic.” Go ahead and hate on Belichick all you want, but Brady? Have some respect for a living god.

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We’re Back! Digital Marketing is Taking Over the Sports World

You thought that you got rid of us?

giphy

Ladies and gentlemen, the sports world hasn’t come to an end yet. Sportacalypse is still here and will be until judgement day. We’re here because the sports world needs our opinions. Now I know I know, this site has been as barren as the Buffalo Bills’ trophy case but unlike them we’re going to stick with one coach and see what he can do. That coach is me.

Recently, I was given a class assignment to create a blog but thought why not just get the gears grinding again on this platform? Sportacalypse is just pulling a little Michael Jordan. We thought we could go try out some other things, but we’re back where we belong and are just going to pretend like nothing happened.

We promise to try to be funny and we guarantee that we will annoy you, but in all honesty Sportacalypse is dedicated to bringing you the best videos, bloopers, analysis, and strange happenings covering the entire sports spectrum. If you are as involved in sports as I am, you’ll love this blog!

This blog will be targeted towards those who enjoy sports, a new sports take every once in a while, a good laugh, and anyone and everyone (hi Mom). The class that inspired the re-up of Sportacalypse is called Digital Marketing, so some posts will be incorporating the importance and relevance of digital marketing. This topic has a lot to do with social media advertising and generating views through search engines, so what better way to experiment and learn about this than with a blog? I know that I tend to learn more when I can relate things to the sports world, so my goal is to do this with digital marketing as I write about sports.

I hope that we can all enjoy ourselves and learn a thing or two along the way!

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Final Thoughts on the Former Tour Champion

I thought this got posted a loooong time ago. It didn’t, but I needed to share my thoughts. Enjoy.

oprah-lance-armstrong

We all know the story by now. Man overcomes cancer, wins multiple Tour De France titles, becomes the face of a foundation determined to end the bitter disease. Man fights allegations that he used performance enhancing drugs, is stripped of his titles and steps away from leadership post of said foundation.

It’s been a frustrating and tiring news cycle. At first, we couldn’t get enough of the man as we watched him on late night talk shows and saw his picture on the covers of weekly news magazines, watched as he received awards for athletics and philanthropy. But then the stories changed. Now the man was fighting to defend his name against people who accused him of being a fake. You didn’t want to believe it at first, but the evidence mounted. Finally, he was banned from the very sport to which he brought global attention as well as any sanctioned athletic event. Stripped of his titles and other victories, the man refused to admit what everyone else already suspected and knew: He cheated.

Lance Armstrong admitted in an interview with Oprah that he used performance-enhancing drugs.. Over the past few days, I’ve heard the sentiment that “even though what Lance did was wrong we have to remember the positive impact he had in the fight against cancer and the inspiration he gave to those battling the disease”.  I couldn’t disagree more.

Is it fair to not give Armstrong the wrath he deserves?  Tell that to Felippo Simeoni. Armstrong threatened to ruin Simeoni after he testified against him in 2004, saying “You made a mistake when you testified against Ferrari (the Victor Conte of cycling) and … when you sued me … I can destroy you”.

And what about Emma O’Reilly? Armstrong sued O’Reilly and “The Sunday Times” for libel after she explained how the US Postal Team covered up his positive test for corticosteroids during one of his Tour victories. Imagine being sued for telling the truth…

Go easy on him? Tell that to the US Postal Service team, who paid tens of millions of dollars to sponsor Armstrong and his team. What about SCA Promotions, the insurance agency who paid Armstrong $12 million in bonuses for winning the Tour de France?

What about David Walsh? Armstrong accused Walsh, a journalist who didn’t believe that Armstrong was a clean competitor, that he had a vendetta against cycling because his 12-year son died while riding his bike.

Some people are pathological liars. They can’t stop until it’s too late, when the lie has gotten too big for them to control. That’s the case with Armstrong. It’s one thing to just say you didn’t take performance enhancers but when you make statements such as “I am sorry for you. I am sorry you can’t dream. I’m sorry you don’t believe in miracles”, as Armstrong did on the podium after winning his final Tour, you’re bleeding arrogance. When the evidence mounts and former teammates confess your crimes and you still proclaim your innocence? When the International Cycling Union and USADA strip you of everything you’ve ever worked for and you still refuse to acknowledge the truth? Now you’re insulting our intelligence.

The only reason Armstrong came clean is because he wants to compete in athletic events. Were this not the case, he’d still be proclaiming his innocence to the media, suing people who dare speak the truth and taking down anyone who was a threat to his popularity and bank account.  Armstrong is an evil man who he himself said deserves a second chance, essentially because the other athletes who were caught cheating received a shorter, less restrictive suspension.  This piece of slime has no regret.

This story isn’t about cycling. It’s not about cheating or performance enhancing drugs. We like to paint pictures of our athletes as “warriors” and “fighters” and Armstrong is true to that description: he did not go down without a fight. The problem I have with his story is that he was determined to ruin anyone who opposed him; anyone who dared to speak the truth and ruin his legacy. He would rather ruin the lives of Felippo Simeoni and Emma O’Reilly than admit he had done wrong. He would rather embarrass the US Postal Service, SCA Promotions and all of his sponsors like Nike, Oakley and Trek before tarnishing his own legacy. Armstrong deserves every harsh word and every piece of criticism he gets. In no way should we ignore his actions because of the impact of the LiveStrong Foundation. I’m thankful that it has raised money for cancer research and provided inspiration for those fighting cancer. But we would be naïve to allow Armstrong a pass. The end doesn’t justify the means.

-Information for this story came from an Oct 22 article in Sports Illustrated written by Alexander Wolff and David Epstein, interview by the BBC World Service’s NewsHour with David Walsh, ESPN and the Huffington Post.

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