Email Marketing

Normally, I am not interested in signing up for email lists.  While I don’t remember signing up for emails from BorrowLenses.com, I still get the emails.  Out of the junk mail I get, this is one company that I don’t necessarily mind getting emails from.

Overall, I don’t get too many emails from them in comparison to other companies.  I would say about once a day.  Depending on the subject line I will look at the emails.  Most of the time I will delete them, while deleting other advertising emails.

One particular email I got had the subject line “Last Chance to Save Up to 30% + Sony a9 Prize.”  The part of the subject that caught me the most was “Sony a9 Prize.”  Now not everyone who reads this knows their cameras, but the Sony Alpha camera series is a very good quality and very expensive camera.  The prices of the Alpha mirrorless DSLRs are north of $1,000.  This particular Sony a9 is priced at $4,498 and that is just for the body, does not include a lens.

After opening the email, there was a picture and link on how to sign up to win the camera in addition to other advertisements for deals on other gear.  It also had convenient links to being able to look at different brands which was featured at the very top of the email.  This included categories such as Canon, Nikon, Sony, Mirrorless, Video and Gear Packages.

The image and advertisement for winning the Sony a9 was the biggest image on the email.  Of course, because it sounded like a good deal, I decided to click on it.  In addition to this advertisement, it also listed other discounts you could get with a code.

In my opinion, compared to other advertising emails I think it had a good amount of information but it could have been a little shorter.  Even on my desktop I had to scroll down a bit to read all the information they sent.  At the same time they don’t send too many emails so that could be one reason why they include more information. For example, companies like American Eagle, I get more than one email from them a day but their advertisements are shorter.

For an email like this particular one, I believe that it was sent to their entire email database.  This is a subject that would entice any professional camera user.  The email this time was not segment dependent, although I have gotten emails from the company previously about the same brand that I have rented from them.

Because I opened the email and was obviously interested, I would say that the email accomplished its objective.  While I did click on the prize advertisement, I ended up not signing up for the chance to win because I did not have the time.

I believe if they continue to send things offering such products that they will get more reactions, but at the same time, I personally don’t rent lenses often.  While I might prefer emails promoting free things, others who rent more often might prefer codes for discounts on renting.

This post is affiliated with Siena College’s Digital Marketing (MRKT327) course with Professor Michael Pepe.
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SEO and Films

For this blog I really wanted to discuss great films and reasons I think some movies are great.  As part of this assignment for Digital Marketing, I need to improve the SEO of my blog posts.  So how do I improve on-site SEO?

If you design content and structure it well on a website it will most likely rank within the top 10.  Users are a bigger priority when it comes to on-site SEO rather than search engine rankings.

To optimize your keyword targeting you need to look at (1) relevance, (2) traffic, and (3) competition .

Relevance

By using keywords on my website it will help improve traffic on my blog.  While keywords are important they have to be relevant to my postings and  be of more quality than quantity.  This should be the #1 consideration for any blogger or website looking to optimize their on-site SEO.

Relevance starts in the URL.  Here the target keyword phrase should be in the URL.  This is important for a number of reasons.  People who are searching for websites relating to a certain topic look up keywords.  Now, because I am writing about films, it would not make sense at all to include a baseball reference in my URL instead of having it as centuryoffilms.wordpress.com .

The next important thing involving relevance is the title tag.  This will be shown at the top of your browser.  Now if you notice when you go onto a site, such as amazon.com, there is a title tag (see image below).  Title tags are vital because they are the first thing that shows up on a Google search.  They carry a heavy weight in terms of relevance.  

Header tags are also essential to a website.  They make the page easily identifiable by the page source.  The main content is equally as important. The content is coded by search engines.  One of the best options is to have the entirety of your website’s name somewhere within the content.  The search engine will use keywords so it doesn’t necessarily need to be the phrase but it should be included.  As you can see from this post and my previous posts, I have provided alt text.  Alt text is essentially hyperlinking and labeling/tagging your images.  This is important so that search engines can read what content the image contains and will help lead a searcher to your site.  Images alone cannot be read by search engines.  Now if you notice, at the bottom of each of my posts I have an external link to Professor Pepe’s website.  Because my blog is affiliated with Siena College’s Digital Marketing course, this hyperlinked text is relevant to my blog posting.

Traffic

To optimize the traffic on a website, it is advised you use something like Google Keyword Planner.  This helps find keywords that consumers commonly search in Google.  The Keyword Planner is a great tool to use.  It not only helps you figure out keywords you might not have thought about before, but it help improve click-through-rate.  You want to find the right keywords that have higher average searches per month.

Competition

In this digital age, competition is everything.  You have to have the right combination of everything to make sure that you are relevant and will show up before your competition.  If you notice in the Google Keyword Planner it also provides the competition for keywords relevant to your website or the keywords that you have chosen.  Showing up on the first page of search results on Google is very important if you want to make sure people will view your site.  Most people don’t look beyond the first page.  Ideally, you want to find keywords that have higher average searches each month but are also not high competition.  This is easier said than done.  But these words can be used in anything involving relevance.  You can have a popular keyword in the URL and another one in the main content or the title tag.  The key is to placing them in the proper places to optimize on-site SEO and not get buried in the Google search results.

Google Keyword Planner is probably one of the most useful tools you can use when it comes to wanting to increase SEO.
 This post is affiliated with Siena College’s Digital Marketing (MRKT327) course with Professor Michael Pepe.