Marketing Yourself on LinkedIn

A very popular phrase in the job market is…”it’s not what you know, it’s who you know.”  While this is not 100% accurate, it does drive home the very certain fact that connections are extremely important during the hunt for a job or career.  While I have been told that LinkedIn can be utilized to create connections and find a job this way, I believe that it is a much better tool that allows users to maintain connections and relationships.


To properly market yourself on LinkedIn one must have an “All-Star Profile.” To bring your profile to this level you must have the following, a unique head line, current position, education with concentration, location, a cover letter placed in the summary portion, experience, skills, endorsements, accomplishments, and interests.  In addition to these attributes being filled out entirely, an “All-Star Profile” must have a professional head shot as the profile photo.  For the interests you should belong to a handful of professional groups, examples include college alumni pages, charity groups, and other industry organizations.  

It is very important to keep your LinkedIn profile updated with your most recent education, certifications, and job experience.  As you update your profile, LinkedIn will recommend connections that you may have missed, and other users will also be able to add you as a connection as well if your LinkedIn profile is updated.

By joining the Siena College Alumni page it is easy to see where the 7,184 members are working.  There are many popular employers that have already accepted Siena alumni into their business.  Siena alumni are well known and are diligent workers, more often than not they leave a great impression on their previous employers as well.  All Siena alumni can use this to their benefit, applying to employers who have already hired Siena graduates is a key strategy that all Siena alumni should use in order to secure a job.

For additional advice on using LinkedIn to your benefit please view these two articles from Forbes, and Job-Hunt.  Both of these articles touch on the topics I have discussed above in detail, and also put forth additional ways that your LinkedIn profile can be as productive as possible.

Always remember to add all of your professional contacts as you work, keeping up with these contacts is important for future success in the workplace.  You never know where a future job may come from.  Previous managers, coworkers, and advisers could be looking for help in the future, and they may call on you for help…but only if you remain connected with them.


E-Mail Marketing


  1. The E-Mail list I signed up for is from a company called US Patriot Tactical.  The E-Mails are sent out once per week, every week I look at their E-Mail to search for deals on military equipment that may function better than the gear that is currently issued by the Army.                                                                                                                       
  2. The last two subject lines of their E-Mails have been “March Madness Clearance”, and “Check Out New Gloves from Mechanix Wear.”  The content did match the subject lines, and they did entice me to open up the E-Mail.  The more effective subject line was “March Madness Clearance.”  This subject line was more effective due to the fact that I may have been able to save on products that I would have bought anyways.                                                                                                                          Screenshot 2017-04-03 at 17.50.33
  3. The Call to Action for this E-Mail was at the top of the weekly E-Mail, the caption “Score Big with Huge Savings on Closeouts” was visually pleasing and featured a spinning basketball.  This was a good theme to have for the E-Mail because of the timing with the March Madness basketball events occurring.  I did click on a few items, their best sales were at the top of the page, boots were featured at lower prices than normal.                                                                                                                            Screenshot 2017-04-03 at 17.32.04
  4. I do not think that US Patriot Tactical should have included additional offers, within the newsletter there were products from many categories.  Soldiers can always use boots, Tan T-Shirts, Snivel Gear, and general hiking/field equipment.  If the price is right, this type of gear is usually an impulse buy for many service members.                                                                                                                                                                             
  5. I believe this particular “March Madness Clearance” E-Mail went to the entire database of consumers.  The target market for this equipment is already very particular, the great majority of the consumers that shop at US Patriot Tactical would be interested in the same products.  Although this particular E-Mail was probably not segment-dependent, I do believe that US Patriot Tactical sends out segment-dependent E-Mails.  Based on what brands a service member utilizes, those products are sometimes featured more heavily in weekly E-Mails.  For example, the Company Belleville produces AR 670-1 approved boots for the US Army.  If a consumer purchases these boots specifically, these type of boots are more heavily featured in these weekly E-Mails.                                                                     
  6. I do believe that this E-Mail accomplished its objective.  The E-Mail encouraged me to venture onto the website with a few deals, and then within the website I was recommended other products based on my search history through cookies.  This allows US Patriot Tactical to sell other products that are not on clearance at regular prices.                                                                                                                                              
  7. The next E-Mail from US Patriot Tactical should be tailored based on what the individual consumer browsed or clicked on when viewing the last E-Mail.  This would allow the consumers to see products that they would be more interested in for the future.

Improving Upon Your SEO

Every website owner wants as much valuable traffic as possible.  In order to make this happen, website owners must pay attention to their SEO (Search Engine Optimization.)  There are a few things that a website owner must look at when deciding to improve their SEO.  How relevant is my website to my target audience? Where is my target audience also browsing and how did they learn of this website? What does my current traffic and ranking look like? To answer these questions we will dive into these concepts – header tags, content, navigation (anchor text), URL, Title Tag, and keyword mapping.

Header Tags: To earn a spot on the top 10 results for a Search Engine, it’s important to utilize a header tag that is large.  Within HTML, <h1> is the largest text header you can create (<h2> would be smaller for example).  Within SEO, if a user is looking up a specific keyword, your website would have more relevance if that word was larger on your website.

Content: On your website, within the body of your content, SEO also comes into play.  Within your article it is very important to use the specific keyword multiple times, however as a rule, you should only be using it where it is appropriate.

Navigation:  For proper navigation on your website, you must work with anchor text. Take links on your pages and have them reference one another, this will allow the user to easily navigate throughout the pages on your website.  It also has the added benefit of increasing your SEO.

URL: This is simple, if you have a keyword you’d like people to search for, include it  in the URL of your website, this is very much a “common sense” technique.

Title Tag: These are small snippets of text that arise when hovering over top of a tab in your browser.  Utilize keywords in your Title Tags to increase relevance for SEO.


We’ve talked a lot about keywords, and how to push them into your website to increase SEO.  But how do we determine which keywords are the best to put into your website? There is a tool for this; it is called Google Keyword Planner.  Another tool you can use for an alternative away from Google is a tool on Keyword Tools.  If a user were to search up “American Made Jeans” we can see from Keyword Planning that it would be more important to have “women’s” as a keyword compared to “men’s”, we can also see that “button fly” is a big keyword that consumers are searching for.  Including this type of info in your keywords for a higher SEO will increase traffic to your website.

Here is another link that gives even more ideas on how to improve upon your website’s SEO.

Shout out to Professor Pepe, see his blog here.

Analysis of All American Clothing

It’s time to start buying American made goods.  Many of our manufactured goods have left the Country and moved to 3rd world countries.  This has cost our Country millions of jobs, and supported Communist Governments like China & Vietnam.  Our Commander in Chief, Donald J. Trump, has told us in his inaugural speech that from now on it’s “America First.”  We should all begin doing our part to revitalize American manufacturing to bring our jobs back to the United States.

Below is an analysis of


All American Clothing has a crucial direct competitor, All USA Clothing. To see how All American Clothing matches up on traffic we can check out their SEO (Search Engine Optimzation) using tools on Moz.  The Domain Authority for All American Clothing is 42/100, and the Page Authority is 51/100, the Domain Authority for All USA Clothing is 37/100, and the Page Authority is 42/100.  This seems strange, All American Clothing has a much more user friendly website, but their competitor has a similar SEO.  We can help them with their relevance by working on highly searched keywords.  However, All American Clothing seems to be more popular than All USA Clothing due to having 3x as many Root Domains, and 2x as many total links.  All American Clothing is getting a lot of referral traffic, this is what is making it a lot more popular.

Conversions is likely not a problem for All American Clothing, most of their traffic comes from referral traffic.  Their referral traffic is coming mostly from websites that link users to websites that specifically have USA made goods.  These consumers are looking for USA made goods, once they find All American Clothing they will be hooked.

Revenue Maximization will likely be a smaller concern with the increasing national movement towards supporting American manufacturing.  Upon entering the website, a 15% coupon is awarded to the consumer by signing up for their newsletter.  Signing up for the newsletter is a no-brainer with that amount of savings.  I predict that there is a good amount of direct traffic to the website that is attributed to the E-Mailed newsletter that consumers have signed up for.

I recommend that All American Clothing works with a keyword planner to improve their SEO.  We can see that a lot of the traffic is referral and direct traffic, to improve on traffic from search engines, All American Clothing will need to begin strategically organizing their website to optimize search results.  All American Clothing can capitalize on the increasing national movement towards supporting American Manufacturing by prioritizing keywords like “Made in USA”, “Quality”, “Durability”, and “Rugged.”

Shout out to Professor Michael Pepe, see his website here.

United States Military Welcomes New Secretary of Defense

James Norman “Jim” Mattis, also known as “Mad Dog Mattis”, assumed office on January 20th of this year after a 98-1 vote in the senate.  New York Democrat Senator, Kirsten Gillibrand was the only Senator to vote again Mattis.

Mattis is wildly popular among the troops, with popular phrases like “be polite, be professional, but have a plan to kill everybody you meet”, and “The most important six inches on the battlefield is between your ears.”

He is a lifelong bachelor that has given almost his entire life to the USMC, commissioning out of an ROTC program in 1972 in his early 20’s and serving until 2013.  Over his career Mattis has served in the Persian Gulf War, the War in Afghanistan, and the War in Iraq.  Mattis retired from the Military in 2013, because the National Security Act of 1947 requires a Secretary of Defense to have a 7 year waiting period before assuming the position, Mattis had to be confirmed by the Senate.

Mattis is known as a humble man, with his personal well being coming second to the troops under his command.  Recent articles have surfaced of him carrying his own luggage, apparently something that is usually not done by our Secretary of State.  Here is a link to that article,

The United States Military looks forward to a continuation of the successful leadership we have seen so far from our Commander in Chief, Donald J. Trump.