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What is Remarketing?

Consumers browse the internet every day in most cases.  This behavior had lead to a massive surplus in online shopping and new marketing tactics specific to the internet.  You have noticed that there are times when you will visit a website and then see ads for the same site later that day.  It’s probably no surprise to you that this is not random. This tactic is the digital marketing tactic called remarketing!

computer screen with website outline

Remarketing is the action of going back to your potential or previous clients and attempting to make the sale through another channel.  When you put items in your cart at an online store or click on an ad, your activity is tracked. These ads are now able to follow you to other websites and channels since you expressed interest.  Remarketed ads are created through many channels. The largest is going to be Google, who offers this service.

Why Remarket?

The reasoning behind these ads is simple.  If a consumer has expressed interest in items or a brand before, odds are they will still be interested.  The conversion rates are much higher using these ads than the typical advertising that has been done in the past.  Remarketing is one of the best forms of marketing that is top of mind awareness. You can check out “6 Forms Of Marketing” if you want to learn more about other marketing strategies.

All the most notable brands like Coke and Nike utilize this.  Everyone already knows the two brands, but the brands want to be what you think about when you think of soft drinks or shoes.  Through utilizing these remarketed ads, you are putting your brand in people’s brains who are already interested more and more.

Large or small corporation, remarketing ads can make a huge difference in your business.  One of the most crucial marketing fundamentals of modern-day is building your list. This can be done by collecting emails and doing surveys.  Remarketing is also a way to make a different type of list. A targeted list of individuals expressing interest that you are now able to engage with that may have been out of reach before.

So how do you get started using remarketing on Google?

The answer to that question is simple.  You will need to go into your Google Ads account and find the Google remarketing code.  Once you see this code, you will want to place it within your website. If you do not know how to do this, you can contact Kallen Media for assistance or ask your web development team for assistance.  The code allows Google to track those who visit your website.

Google’s display network ranges to approximately 92% of websites, videos, and devices.  When starting your remarketing campaigns, you will want to have a broad scope.  This is so you will be able to eventually narrow down your campaigns by page, or more precisely.  The ad will be higher at first because you are showing your ads to a more substantial portion of people. Eventually, you should be able to create custom ads for non-buyers like discount codes.

computer, laptop, tablet, and phone

Connecting to your audience and potential customers is becoming more critical.  Technology gives us these opportunities through tools like remarketing. Remarketing allows brands to stay in touch with their customers even out of their website.  The massive reach of the Google Ad Network will enable you to be able to target nearly a person who visits the site.

Tips To Building A Sales Team

The backbone of any company is going to be the sales team.  Whether this is people selling door to door, or someone cold calling leads, it all comes down to sales. Even companies with the best ideas may fail if they do not have a strategy in place to win customers.

Team looking at sales documents

Building a successful sales team can be the difference between a highly successful company and one that fails.  Are you going to target a highly specific market or do more of a “shotgun” approach? What is the perfect formula for a successful team?  These are both going to be critical questions if you hope to create a sales team to excel your company forward.

What Are You Selling?

First and foremost, you need to have a product or service that people can get behind.  Now some of you might be thinking, “how can I get behind a product that isn’t for me.”  There need to be precise results or proven testimony that whatever you are selling has value. If you do not have value, your sales team can feel that you are hopeless from the get to go.  Show passion and drive about your product because that is what you want your sales team conveying to your potential clients.

Explain all the different reasons why your product is excellent and be thorough.  You want your team having a firm understanding of your offer. The more knowledgeable your team is, the easier the sale is going to be.  In a digital realm, it is all about speed and precision to target the right market and send the right sales team to work.

Building Your Sales Team

Finding the right balance of people is going to be essential.  When finding salespeople, you will want someone who can take direction while also having strong base skills.  Experience can be a double-edged sword. In some ways, it is beneficial to be able to sell. Alternatively, it can lead to stubborn behavior and the inability to take new directions.  Balancing these two core competencies is how you will be on your way to building the perfect team.

Regularly check your team’s knowledge and print out your documents.  In the digital age, we often are confined to looking at screens. When you are teaching your sales team your product and your approach, you should print out your documents.  This will give your sales team something tangible to hang on to. It will also allow notes to be jotted down and eases the familiarity when you may be going through different scripts or critical points.  Sharing information is crucial to evolve your sales team continually.

So you have gathered a group of people who are interested in the product and work well with your company — time to get to work. Well, almost.

Set For Success

To be successful in building a sales team, there needs to be goals to attain.  Success is a measurement different for everyone, but the best way you can set it up is through solid plans.  This means setting guidelines for the workday. The specific management style is less important than setting up a system designed to help your sales team succeed.  Foster an environment of comradery and competition where the atmosphere fuels excitement.

Control what you can.  There are going to be salespeople who do not work out, and that is ok.  Sales are one of the largest job markets in the US. The best way to try to avoid this is by vetting within the interview process.  If the company environment fosters growth and support, you will keep the team that will be best for helping your company succeed.

What Can You Do

As a manager, you should be supporting and fueling your team.  If your organization is not selling, sit down and talk about possible problems.  You should always be open to talking to and available when your team needs help.  The only way you will be successful is if your team is also thriving. Take your leadership role seriously and lead your team through the rewarding position of being a salesperson.

highlighter checking boxes

These are some great tips for starting and building your first sales team.  Companies vary widely, and that is where Kallen Media comes in. We have experience in just about every niche, so we know how to help you sell products or services.  Contact us if you would like to learn more information or would like a free company analysis.


WordPress Plugins: How to Improve Your Site

When designing a website on WordPress, one of the essential pieces is going to be its structure.  In many cases, if you have a fully customized website, you will include various plugins to supplement parts of your site when utilizing the WordPress platform.  This platform allows for much easier creation and management than a custom coded and managed website. Plugins are used within the WordPress platform because they are programs designed to do specific things to augment and bolster your site, without needing custom code.

programmer coding a website

What is the most significant difference between using a platform like WordPress and coding your website?

1. Costs

the cost of good Webdesign can be incredible. WordPress websites can typically run in the hundreds to thousands of dollars. If you wanted a web development team to create a website, you would be looking at at least a $10,000 bill, which can be overwhelming to many smaller companies.

Deciding the primary purpose of your website will be vital in determining the path you need to go down.  If you are looking for fully customizable and unique functionality, you may need a web development team for a more extensive scope project.  However, most businesses will find that the WordPress route will allow them all the customization that they will need. WordPress provides for merchant processing and e-commerce plugins to be integrated.  This integration will enable businesses to run their shops entirely digitally in many cases without spending a large amount of money.

laptop with WordPress open

The bread and butter to any WordPress website are going to be plugins or unique code used.  There needs to be a balance of plugins with your other content. Having too many plugins can slow down your website.  Alternatively, there may be a point where plugins are messing with each other’s settings meaning that you are not getting full usability in some cases.  Kallen media is here to breakdown three common uses for plugins on the WordPress platform.

2. Search Engine Optimization

Often the purpose of working on WordPress is to avoid digging too deep into the coding elements of your website.  Search engines look at all aspects of your website unless you specifically tell them not to. When these search engines crawl your websites, they are looking for a variety of different factors to rank your site.  There are some elements that you can control, like how many keywords you embed and if you have all your proper tags in place.

search engine bar over map

There may be other elements like proper image sizing, 404 redirects, and a variety of more complex problems that you may have a harder time-solving. These issues are where specific search engine optimization plugins come in. By utilizing a variety of plugins, you can have images automatically resized to fit your website better.  You can have SEO plugins give you recommendations for pages as to how you can get the most search traffic.

3. Visual Builders

We are now at a point with website builders that we can design websites completely through a visible view.  This front end builder eliminates the need to code and allows for complete front end development capabilities. Some of the most common that Kallen Media would recommend would be Elementor and Divi.  Elementor offers a free version with limited features, while the Divi package offers yearly and lifetime licenses.

Utilizing visual builders allows you to bring design aspects directly into your websites.  Adding icons, pictures, and visual effects have never been easier. There are several beginner tutorials online that can guide you through building a website within a few hours from Kallen Media.  Of course, there are more functions once you dive in. But this is a perfect starting point for someone interested in creating a website. Alternatively, you could utilize Kallen Media to design, build, and teach you about your website.  This way, you are both informed and fully capable of making changes to your website without the need for a third party.

4. E-Commerce

The digital market is continuously expanding, and with it, so is e-commerce. So to be successful as an online business, you need to be able to process payments online.  Payment processing requires that you both have a merchant processor, and frequently, an e-commerce website. WordPress allows you to link merchant processors easily with their plugins like WooCommerce.  One other essential piece that you need to keep in mind is that you need to have an HTTPS security key to process payments through your website. This security can be purchased through most hosting sites, or contact Kallen Media for additional assistance.

store front sending out messages

Once you are working within an e-commerce website builder, you can display your products.  Whether it is physical products you ship out or services, you can show your business within an online store.  Setting up product pages is smooth and has full customization to make your business stand out from the competition. Integrating e-commerce software can seem overwhelming, but Kallen Media can make it simple with a free consultation!

After reviewing what WordPress has to offer, we would recommend trying your first website on WordPress. For now, we hope you enjoyed the article and would love to hear your feedback in the comments!

6 Forms Of Marketing

Marketing is often used to describe a wide variety of processes and systems within a company.  Anything from sales to social media campaigns can be considered marketing. So what is the most effective form of marketing that your business should spend the most money?  That is the golden question that every business is trying to answer. Today we are going to go over some of the most widely used marketing tactics, as well as some great times to use them.

The six main marketing streams we are going to investigate are Social Media, Mailers, Search Ads, Email Marketing, Search Engine Optimization, and creating an Active Blog.

6. Active Blog

Search engines and people both enjoy fresh content.  The most effective way to display new information to your client base is through an active blog.  Here you can post anything from customer spotlights to further exciting details about your company!

Optimizing your blog is another key to great digital marketing.  Finding the search terms that you want to rank for can be key. The more words and key phrases you have in your content, the higher it is going to rank on Google.  Adding pictures and subheadings is a great way to optimize your post further, while also making your content more professional. Blogs should typically be longer than 500 words because that is the low end of where Google picks up information from web pages.

5. Search Engine Optimization

Having a website is no longer enough to keep you relevant online.  You want to make sure that your site is fully optimized and is getting tracked by all the most significant search engines.  If you are not showing up in search engine results on relevant pages, odds are people are not seeing your website. This realization can be a significant blow to many companies that invest heavily in their website and online presence.

Optimizing your website for search engines can be done in a variety of ways.  The first would be to utilize tools like Google to crawl your site. This crawl will expose areas of weakness while giving you great recommendations for how to fix specific problems.  With WordPress websites, you can often use plugins to adjust certain aspects if you are not a coding expert. However, this can also lead to slower overall websites since more data needs to load.

4. Email Marketing

Email can be one of your most prominent friends when it comes to creating digital marketing campaigns.  You will want to build your list for email blasts and updates that can be done through systems like customer relationship management software.  By keeping an email list, you can keep track of clients, as well as individuals who may have decided not to buy. You can now send these people marketing material to try and close sales by promoting similar products.

Keeping in touch with your client base is critical for maintaining top of mind in your client base.  Sending out updates and new features is an excellent way to keep yourself relevant. If you have seasonal deals or specials, send them out to your list!  Don’t hold your information a secret, the best way to spread the news is through individuals who have already expressed some interest in your company.

3. Search Ads

When most people go onto the internet, they use a search engine to find what they are looking for if they do not have an exact destination in mind.  This mindset would be if someone was looking for a restaurant and didn’t know what they wanted; they may type in the type of food. The same way someone searches for food, they search for companies within your industry.  Similarly, people look up specific words or phrases about what they are looking for that can be bid on within platforms like Google and Microsoft ads.

Advertising on these large search engine platforms gives opportunities to have your product seen by millions of people depending on how large your budget is.  This is the best way to get discovered when you are first starting your business. In many cases, there will be no chance you organically appear on the first page of search results.  However, utilizing paid search ads, you can be seen by people looking for your specific niche.

2. Mailers

One of the oldest and most frequent tactics can still prove highly useful.  Depending on your type of business, mailers can be helpful when targeting your specific clients.  There are two critical situations where mailers will prove to be cost-effective, which is when you are targeting customers in your area, or if you are trying to use mailers to expand other marketing efforts.  Some digital marketing services like Facebook ads require mailers to be sent first, so sending direct mailers around the country can be critical to opening up other forms of advertising.

1. Social Media Advertising

The final type of marketing is social media advertising.  This advertising would be using services from websites like Twitter, Facebook, and LinkedIn.  Each different media outlet has a slightly different audience that may cater to specific businesses.  Instagram is strictly visual and media-heavy, so that attracts a much different audience than its parent company Facebook.

You will need to determine who your target audience is, and figure out where they spend their time.  If you do not do your research, you could end up dumping hundreds or even thousands of dollars into campaigns where you do not see any real results.

Kallen Media is available to help with all of your different marketing strategies.  For any other comments or questions, be sure to contact us at [email protected].

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