SEO 101
Click here to learn more about SEO…
By: Lauren Williams
Are you curious about Search Engine Optimization (SEO)? Well if you’re interested in a career in marketing, you should be! SEO is crucial for any business to connect with its customers online. It is defined as “the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results” (Moz). That definition is a lot to consume… let’s break it down.
Side note: I will be explaining SEO in terms of using Google as your search engine.
Imagine you’re googling “best Christmas gifts 2021” (yes, I’m already in the Christmas spirit). After searching, ads are always going to pop up at the top of your page. This is thanks to businesses utilizing Google Ads – which differs from SEO because you have to pay for ad space. If you scroll a bit down, you’ll see your first, second, third, etc. search results. Why do these websites get the first spot on the page? It’s due to those companies utilizing Google’s best ranking strategies and search engine optimization. When you search anything, Google does its best job to match your search with the most relevant results.
Why is SEO important?
It has been found that organic (unpaid) search engine results get about “20x more traffic opportunity than PPC (pay-per-click)” (Moz). Companies want to have great SEO to get more website traffic AKA more sales; Google wants their search results to be as relevant as possible to you in order to get consumers to come back to use their search engine over its competitors. If Google can provide great search results that ease the consumer experience, everyone wins!
How can businesses improve their ranking on Google?
One of the easiest ways businesses can organically increase their spot (ranking) on the Google search page is by utilizing keywords. Ok… what are keywords? Keywords are strategic search terms that you want to rank for in the search results on Google. When it comes to ranking for keywords, you want to make sure that your keyword research and strategy make sense for discoverability and relevance alike. For “best Christmas gifts 2021”, keywords could be “Christmas gift(s)”, “best Christmas gift(s)”, or “best gift(s)”. These keywords should be included in a headline, URL, and description text of a Google search result for optimal ranking.
There’s a TON of keyword research and details to dive into; this only covers some basics. Some keyword research tools you can try out include Ubersuggest, Google Trends, and Keyword Surfer.
Long story short, Google is a vastly multi-layered place for businesses to compete for ranking space on the front page. There is a list of over 200 ranking factors Google uses in their algorithm to rank results. To learn more about SEO, Hubspot also has a great SEO-specific course here. Google Ads is also a helpful start to learn some more basics of online marketing, including paid ads.
Which Is The Right Marketing Career Path For You?
Click here to learn more about which marketing career path is right for you…
By: Malia Magpile
Going into the profession of marketing can lead to a plethora of different career opportunities ranging from analytics to product advertising to entertainment. From a generalized standpoint, marketers can expect a career involving the promotion of a company’s good or service. However, when taking a closer look at the various technical demands of a marketer, it becomes clear that there is not a definitive skill set for each career path within marketing. As the marketing industry continues to expand, it is integral to gain a deeper understanding of the different areas of marketing and what each field can offer.
Analytics
From a business perspective, it is important to keep track of numbers. For instance, market analysts monitor digital data that is relevant to the development of new campaigns and other marketing strategies. They also design plans to allocate funds to each department according to consumer trends. In order to be successful in analytics, one should have experience in data analytics and competency in programs like Microsoft Excel.
Social Media Marketing
As the prevalence of digital marketing increases, social media has become a widely used network to strategize a company’s online presence and engagement with consumers. As a social media marketer, one can expect tasks like updating a brand’s Instagram or Facebook and mediating relations between the company and consumer from a virtual perspective. Because social media trends change rapidly, it is expected that social media marketers maintain digital communication skills and attentiveness to current trends.
Product Marketing
When a company develops a product, there needs to be an individual in charge of planning out the distribution and branding process. As a product marketer, one is responsible for monitoring the consumer’s path to purchasing the product as well as collaborating with other members of the production team. In doing so, product marketers can demonstrate their proficiency in verbal communication and collaboration.
Event Marketing
As an event marketer, one is assigned the role of being a representative of the brand through company-sponsored events. Through this branch of marketing, a person coordinates campaigns and events to help a company gain traction or introduce a product. With these tasks in mind, event marketers must be organized, punctual with deadlines, and proficient in communication skills.
Entertainment Marketing
Similarly to product marketing, entertainment marketers are responsible for the promotion of a good or service through aspects of the entertainment industry, such as celebrity endorsement. Because of the glamorization of the entertainment industry, marketers can use this to their advantage along with other PR strategies to build their brand. Endorsement by celebrities with prominent audience engagement can significantly contribute to the overall success of a brand given the prevalence of their platform. By coordinating these tasks, entertainment marketers should exhibit solid communication and collaboration skills.
In marketing, there are so many different and growing avenues to take to find a career that best fits one’s interest. What are some other divisions of marketing you enjoy and what skill set will be useful in that field?
https://blog.hubspot.com/marketing/marketing-jobs
https://fremont.edu/marketing-career-opportunities-9-common-types-of-marketing-jobs/
The Importance of Visually-Appealing Content
Click here to learn about the importance of creating visually appealing content…
By: Lauren Williams
Living in a digital age, we’re constantly surrounded by visual content. Despite the growth of new technological trends, visualizing your content is important and it’s not going away. So, why is this important to us as marketers? Let’s take a look at some statistics from Venngage…
65% of us are visual learners
Content with visuals increases a view rate by 94%
People are 85% more likely to buy your product after watching a video about it
Our brain processes visuals 60,000 times faster than text
Due to our psychology, humans are naturally more drawn to visuals than text alone; therefore, visual content is crucial to boosting reach, engagement, and eventually sales.
So, what are some ways to make your content visually-appealing and capture the eyes of your consumers in the overflow of information out there?
Color
Coloring is crucial to branding any company, such as their logo, and it’s important to choose the right colors for your company. For example, in the U.S., the colors red and yellow are commonly used for fast food chains because they can signal hunger and happiness to the human mind. Once a brand has these colors, it’s important to stay consistent and use reminder advertising to keep them top of mind.
2. Images
Pictures are one of the main ways a brand can increase viewership and reach, hence the rapid growth of social media in the past decade. You want to make sure to use the right images in your content, focusing on quality over quantity. To ensure a quality image, make sure to have a good photographer and be able to edit using a tool such as Adobe Lightroom.
3. Videos
Sometimes even more useful than images are videos since they are more engaging to consumers (*cough* *cough* the success of Tik Tok). Some reasons behind the appeal of videos are their longer shelf life, their appeal to Millennials and Gen Z, and their ability to be repurposed on several platforms. Studies show that “50% of millennials and Gen Z generations said they ‘couldn't live’ without video in their daily lives.”
4. Graphics
When you need to send out important textual information, graphics are a great way to do it. Some popular tools to create graphics include Photoshop and Canva. You can make graphics visually-appealing by branding them to your company’s colors, fonts, and keeping them free of clutter.
Visual content is crucial to marketing your brand and there are endless creative ways to make it. What are some other ways you’ve seen or created content that’s visually-appealing?
Sources:
https://venngage.com/blog/marketing-psychology/
https://strategicfactory.com/2016/11/the-psychology-of-color-how-to-make-your-brand-stand-out/
https://later.com/blog/video-on-social-media
https://www.thinkwithgoogle.com/feature/youtube-video-data-watching-habits/
5 Tips on How to Stay Organized for Back to School
Click here to learn more about how to stay organized…
by Lauren Williams
In-person classes are coming in full force for many of us in the upcoming weeks. During COVID-19, we became accustomed to a virtual routine, and many forgot what it’s like to manage their time with added responsibilities such as commuting to school and extracurricular activities. While getting back to school is exciting and brings lots of new opportunities, it also comes with its challenges like staying organized. Here are 5 of my personal tips to help you better your organization, increase motivation, and boost productivity overall.
Invest in a planner and/or a calendar - This is my biggest tool to stay on top of my work, especially when I have a lot going on. Keeping things written in a planner or on a digital device is crucial to making sure you don’t forget to do anything.
Write to-do lists - Similar to my previous point, humans innately forget things. Our brains aren’t designed to remember every little thing we have to do, so write your tasks down! Not to mention, it’s always satisfying to physically cross something off a list once it’s completed.
Keep your living and work spaces clean - A clean living space can do a whole lot more than you would think. Starting your days with something as simple as making your bed can have a big impact. Clean space = clear head = better focus for the things that matter to you.
Keep a consistent routine - Why are the most successful people so successful? Because they keep a consistent routine. This can mean doing a little work each day or getting everything done early in the week. Whatever works for you, just stay consistent.
Download an organizational tool - If you prefer keeping your tasks organized digitally, there are tons of online resources for you. Notion is a popular app that keeps your to-do lists, notes, and more all in one work space. However, there are many alternatives that you can check out here.
In House vs. Agency Marketing
Click here for the pros and cons of agency & in-house marketing positions…
AUSLEEN ACOSTA | APRIL 9, 2021
As we go on to explore the endless possibilities of the marketing world, this inescapable question seems to follow us - agency or in-house marketing? The choice of working at an agency or in-house is completely based on preference, and it’s important to know what’s the best fit for you!
Marketing agencies are firms that are responsible for building value for multiple businesses at a time. Full-service digital marketing agencies usually have multiple employees dedicated to different departments such as search engine optimization, pay-per-click advertising, social media management, web design, content marketing, etc. in order to drive the biggest results for your business. This differs from in-house marketing because in-house marketing involves people that work exclusively for a company. These employees are paid to specialize in the company’s product, philosophy, and culture and use this information to leverage their brand.
There is no better or worse, but there are different pros in each route in regards to skills, creativity, and adaptability:
Skillset: When you are working at an agency, you will be surrounded by professionals who specialize in different aspects of marketing, whereas in an agency, you will be working alongside different parts of a business such as operations, product, communications, etc. If you enjoy working in fast-paced environments, agency life might be best for you because you could dip your toes in many different aspects of marketing.
Creativity: If you value creativity in your work, agencies would be a great option because you are not limited to marketing one product or service because you’re handling a wide variety of accounts at a time. Your mind will always be moving to try to find solutions for different unique businesses. However, in-house marketing is good if you like to be creative in finding a deep understanding of specific problems and competitors.
Adaptability: Since in-house marketing is dedicated specifically to a single company, communication is fairly easy and you could finish marketing tasks efficiently. This allows you to have a more malleable agenda. Considering agencies are handling multiple clients at once, it’s easy to get overwhelmed by high-priority tasks and task coordination can be an issue between the company and the agency. If constant communication is one of your priorities, in-house marketing can be a great route for you.
Do you have an idea of which marketing route to take? Please let us know in the comments below!
The Negative Effects of Social Media
While it may be fun and make our lives appear to be glamorous, social media has the potential to have a very negative impact on our lives. Read more about the negative effects of social media here…
AUSLEEN ACOSTA | FEB. 19, 2021
Although social media can be a powerful marketing tool, it is clear to say that social media can fuel feelings of anxiety, depression, and poor mental health. Social media has transformed the way we communicate in our daily lives and instead of making us feel more connected, it somehow makes us feel more lonely and isolated. Why is that?
One of the negative experiences of social media is the unintentional habit of comparing your life with others. In a 2016 study by researchers at Penn State University, they stated that “viewing other people’s selfies lowered self-esteem because users compare themselves to photos of people looking their happiest.” Although we are aware that people tend to share content when they are on top of the world, it is inevitable to feel envious towards them. We begin to rethink, “why am I not as happy or successful as them?” This becomes a vicious cycle of jealousy and dissatisfaction that is hard to break. We need to shift our perspective and realize that social media is nothing but a “highlight reel”. When viewing someone else’s curated life online, it’s easy to see their perfect pictures and think their lives are better than yours. It’s rare for people to share moments when they are at their lowest, and the reality is, not everyone looks or feels their best all the time!
Social media has also created a need for external validation. When someone likes a new photo or gives you another follow, there is a rush of dopamine that goes through your brain and leaves our brain craving for more likes. Social media provides immediate rewards and changes the regions in our brain that control emotions, attention, and decision-making. This results in feeling a wave of disappointment and sadness once we stop getting a certain amount of likes on our photos. The key to solving this issue is to use social media in moderation. Social media is special because it allows us to stay in touch with friends and family, but indulging in social media for hours can alter our brain chemistry.
Another common feeling associated with social media is FOMO, which is the “fear of missing out”. According to the Oxford English Dictionary, it is loosely defined as, an “uneasy and sometimes all-consuming feeling”. Especially during times of the pandemic, social justice, and political news, the idea of missing out on information can trigger anxiety. This leads to us always checking our phones for the latest news and compulsively responding to every alert. It’s important to remember that the information that you’re desperately seeking will ALWAYS be there, and it’s unnecessary to constantly be checking your phone.
Overall, social media shows damaging effects on our mental health but it’s possible to break this cycle by re-examining our online habits! A healthy media diet includes boundaries, awareness, respect, and communication. We should be as mindful about our media consumption as we are about the foods we eat. Put that phone down!
REFERENCES:
https://www.lifespan.org/lifespan-living/social-media-good-bad-and-ugly
https://www.lexico.com/definition/fomo
Tips I Would Give to My Freshman, Sophomore, Junior, and Senior Self
Entering into your first year of university can be terrifying, full of the unknown! Lucky for you, we have tips for every step of the way during your college years…
AUSLEEN ACOSTA | FEB. 12, 2021
Reflecting on my college experience, there are many things that I wish I knew. Some things sillier than others; like how spending the majority of my meal plan on Starbucks is not worth it in the end or spending all night in the library is not the most effective way of studying. There are things that I wish I never done, but ultimately, my college experience wouldn’t be what it is without all of these mistakes! You live and you learn, and I’m here to tell you some of the things that I wish I had done and things that I wish I avoided in my college career.
TIPS FOR MY FRESHMAN YEAR SELF:
Freshman year is probably the easiest time for you to make friends. Put yourself out there! Whether it’s conversing in the hallway of your dorm or joining different clubs on campus, take advantage of you being in a new environment with people who are also experiencing the same thing. Essentially, every Freshman in college is looking for the same thing - genuine connections and a place to call home. Step out of your comfort zone and ask people around you to get lunch, hang out after class, or study! Although times may look a little different due to the pandemic, don’t be afraid to reach out virtually or hang out with others in a safe manner!
TIPS FOR MY SOPHOMORE YEAR SELF:
Something that I wish I was more aware of during my Sophomore year of college is to manage my time wisely! From balancing school, work, and extra-curricular activities, I found myself sleeping for about 4-5 hours every night simply because I didn’t manage my time more effectively. Looking back, there was absolutely no reason to put my body through that much stress and it could’ve been easily avoided if I planned my day by the hour. Doing things such as getting an early start to your day, completing your most important tasks first, being conscientious of the amount of time spent on your phone, and avoiding naps will save you so much time throughout the day and will boost your productivity. I would tell myself that there is enough time in the day to get everything done and emphasize the importance of prioritizing. Work smarter, not harder!
TIPS FOR MY JUNIOR YEAR SELF:
Junior year is typically the time where we’re starting to branch out in taking our major classes, and I really wish I found hands-on opportunities in my desired field. Whether it’s a paid or unpaid internship, interns get a first-hand look at what it’s like to work for an employer in the real world. This is the time where you find what you like and don’t like in companies, employers, and your preferred career. There are so many benefits in internships such as networking, interpersonal relationships, and resume-building! Now more than ever, I realize the value of internships because it essentially leads to increased opportunities for the future.
TIPS FOR MY SENIOR SELF:
With graduation quickly approaching, you could only imagine the anxiety that every college senior is feeling. People are constantly asking what you’re going to do after college, and considering the fact that we’re STILL in a pandemic, many of us might not have an answer. The confusion and uncertainty begin to consume us to a point where we’ll stay up worrying about what our next move is. How could we possibly know what we’re doing next when the majority of our life has been structured around the education system?
The answer that I slowly found out was very simple - it’s okay to not know. If there was one piece of advice that I would give myself, it would be to trust the process and know that everything is going to fall together in the end. There are many things that we can’t control, especially given our circumstances, but there is so much beauty in that. We should be excited that there are unlimited possibilities after college; new job opportunities, new relationships, and some may even move to new cities. It’s important to focus on where we are in life at this very moment, and to enjoy it!
College is a place to make mistakes, learn, and enjoy! You’re going to cross paths with so many amazing people and create memories that you will remember for the rest of your life. Savor the moment and appreciate every moment. We wish you the best in your future endeavors at SDSU!
A Beginner's Guide to Marketing Concepts
Stay up to speed & learn more about what marketing really is…
AUSLEEN ACOSTA | FEB. 05, 2021
Are you interested in marketing but can’t get a grasp on what it’s about? Going into college, I knew that I wanted to major in business marketing but I didn’t necessarily know where to begin in finding information. In today’s blog post, we’re going to go over five essential marketing concepts that you should know!
According to the American Marketing Association, “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that here value for customers, clients, partners, and society at large.” There are many different ways to undergo the marketing process, and the world of marketing is always changing and adapting to different trends. However, either of the five marketing concepts of production, product, selling, marketing, and societal concepts can be found at the basis of every marketing campaign.
THE PRODUCTION CONCEPT
The production concept focuses on the assumption that consumers will prefer products that are widely available and inexpensive. This concept is one of the oldest concepts in marketing and was founded during the production era of early Capitalism in the mid-1950s. At this time, companies were focused on achieving high production efficiency, low costs, and mass distribution. An example of the production concept is McDonald’s, where they sell fast food for an extremely low price and are available at any time of the day. The production concept focuses on the quantity, not the quality of the products.
THE PRODUCT CONCEPT
The product concept is almost the opposite of the production concept. This concept focuses on products that are quality and innovative over low-cost products. It assumes that availability and price don’t have a role in consumer buying habits and believes that brand loyalty is closely tied to their products. A great example of this concept is Apple, where they concentrate on making innovative products and improve their products over time. Many people don’t care about the price of new Apple products and their company trusts that potential customers will buy them anyway.
THE SELLING CONCEPT
The selling concept believes that consumers and businesses alone will not buy enough of the selling company’s products. This leads to the assumption that the company must convince a customer to buy their product through aggressive selling and promotion effort. This concept usually disregards the customer’s needs. An example of this is Coca Cola, where the consumer knows that it’s really bad for your health, but Coca Cola still pushes its product.
THE MARKETING CONCEPT
The marketing concept focuses on competition and believes that knowing the target market, sensing its needs, and meeting them most effectively better values its customers than its competitors. This concept emphasizes that customers come first and will always return to buy more. A great example of this concept is Glossier, a make-up company, figured that women were unhappy with the toxins and negative effects that make-up had on their skin. As a result, Glossier introduced a line of skincare and make-up products that nourished their skin.
THE SOCIETAL MARKETING CONCEPT
The societal marketing concept believes in giving back to society by producing products that benefit the consumer and society’s well-being. This concept focuses on the idea that marketers have a moral responsibility to market purposefully and promote what’s good for the people. An example of the societal marketing concept is The Body Shop, where they create natural cosmetics and skincare that are plant-based and cruelty-free.
These five essential marketing concepts are key components of any marketing campaign. Although some concepts are more beneficial than others, it’s important to know the basics of each concept. Knowing these concepts are not only important for marketing students, but for all business students, and we hope that you gained a little more insight into what marketing is about!
REFERENCES:
https://avalaunchmedia.com/the-five-marketing-concepts/
https://www.disruptiveadvertising.com/marketing/marketing-concepts/
Survival Guide to Spring Semester in Your Childhood Home
& just like that, we’re back into the Spring 2021 Semester at Zoom Uni- I mean, San Diego State University. Here are our tips & tricks on how to make this pandemic-stricken semester a good one…
AUSLEEN ACOSTA | JAN. 22, 2021
The way that I’m starting my last semester at SDSU has been far from what I would have ever imagined. I’ve always looked forward to my last semester here at State - meticulously planning every semester of my college career in order to have an easy load during my last semester, living in an apartment filled with my best friends, studying abroad in a faraway country, being newly 21 years old... but here I am, having my “grand finale” in my childhood bedroom.
On behalf of every college student in America, no one was prepared for the mental and emotional toll that COVID-19 gave us. At the peak of the global pandemic, we were expected to pack our things, adjust to online learning, and perform at our highest like nothing ever happened. Though everyone’s “living at home” experience has been different, it always leads back to one question... how do we succeed in college when we are living at home?
TIP #1: KNOW YOUR BOUNDARIES WITH YOUR FAMILY
One major thing that I had to adjust to during quarantine was having a loud house and disruptive family members. It seemed that every time I had class or had an assignment due, all of a sudden, my house turned into a zoo and every family member needed my help! Although it’s hard to speak up against your family, it’s so important to remember that you are an adult that has boundaries and deserves respect. One of the main things that helped me with online school was setting boundaries with my family and having everyone understand my workload. I had my school schedule taped onto my refrigerator and “do not disturb” signs on my door to maintain separation between work life and family life.
TIP #2: GET OUT OF BED
How do we separate work from home when we are working from home? A simple answer but it’s something that none of us want to do; get out of bed! Working from your bed has proven a decrease in sleep quality, work productivity, and energy levels. According to Health Line, “When we use our bed for other activities, like working, reading, watching TV, etc., we create an association with wakefulness. We want the bed to be a cue for sleep, and working in bed weakens this association.” Considering the pandemic, civil unrest, and ongoing chaos, who could blame us for wanting to work from our bed! I am definitely a victim to it, along with the majority of college students, but doing your work on a desk has definitely been a game-changer in staying productive.
TIP #3: GET INVOLVED WITH EXTRACURRICULARS
One reason why I loved SDSU so much was because of the social life and networking opportunities. Although the way we connect with other students has been different during the pandemic, being involved with other students through a computer screen is better than having no interaction at all. Having a community that you are a part of is so important ESPECIALLY when we are dealing with times that are difficult for all college students. When I joined American Marketing Association this past semester, it gave me stability, people that I could talk to, and a distraction from my crazy home life!
TIP #4: BE GRATEFUL
As the world may seem like it is crumbling beneath us, it’s so important to remain grateful for the little things! We are lucky to have a roof over our heads, our health amidst a global pandemic, and people that support us. Living at home could feel like a total disaster at times, but there are so many benefits that come with it! Take advantage of the fact that you’re saving money from rent, that you have time to spend with your family, and going to Zoom University in your pajamas!
Online school and living at home have definitely been a challenge, but finding the little joys in hard situations makes these unprecedented times easier. We wish you the best in surviving the spring semester!
REFERENCES:
https://www.wsj.com/articles/SB10001424127887323551004578116922977737046
Why I Love Love Library, and Why You Should Too
Want to know our favorite place on campus? Read more here about the Love Library here at San Diego State…
ISAIAH CROOKS | NOV. 6, 2020
The Malcolm A. Love Library is San Diego State University’s premier library that was built in 1971 in dedication to the university’s fourth president, Dr. Malcolm A. Love. If you’re like me and thought that because his last name was love, he was a lovely person, then you are also a genius. Dr. Love transformed the university from a community college to a state university and made numerous other changes that greatly raised the school’s reputation and success. He passed away in 1990 at the age of 86, but his life’s work lives on.
While SDSU still holds its reputation as a party school (watch this), the academics are not too shabby. We, students, are provided with many great resources, and perhaps, the best of all is Love Library.
The library is equipped with state of the art technology like 3D printers, multiple computer labs and lounge areas, and more than 1.6 million books, serials, and media titles. However, best of all are the cubbies on the 3rd to 5th floors.
The cubbies are large, private desk spaces with electrical outlets and an extra shelf. They are also home to many of my fondest SDSU memories. These include the time when I learned I failed FIN 240 and proceeded to take a 2-hour nap, and the days I would buy Naked Juices (Red Machine is the best flavor) after my 8 AM class and watch Netflix.
I hated getting up for an 8 AM class and I hated FIN 240, but at least the cubbies were always there. Waking up and spending entire days doing schoolwork in my room puts everything I used to experience in perspective.
Maybe every experience isn’t pleasant, and maybe every class isn’t exciting; however, the cubbies will always be there. And that is the greatest gift Love Library could ever grant me.