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Digital Advertising and It’s Future

Digital Advertising and Its Future

In the past years, many businesses have started getting acquainted with being able to speak to their audiences directly through digital advertising.  This engagement is a relatively new trend. While companies have been getting messages out to their audiences for years, it’s only been recent that companies can do it for free.  In the past, businesses would have to pay for advertising to send any messages out to their customers. Whether this was in the form of postcards, email, or print, it was all paid forms of advertising.

Nowadays, paid digital advertising has taken over a large portion of the advertising space.  While there is a large segment of paid digital advertising, there is a more significant segment of original brand promotion.  This advertising channel is where brands can directly interact with their customers without having to pay money. Many large companies like Facebook and Google are looking to capitalize on this by limiting the amount of natural traffic by replacing it with paid traffic.

Going Forwards or Backwards?

clock going backwards

Currently, when a business post on Facebook, it is not being shown to everyone that is following the page.  A great example would be a business that has 1,000 followers. Odds are less than 500 of those followers seeing the post even if they are all on Facebook. This low view rate is because Facebook wants businesses to invest in promoted posts. For Facebook, this is an additional ad revenue stream, and it is a way to incentivize companies to spend money.

As we look ahead to 2020, the trends look like they are only going to increase.  2020 will be the first year that the GDPR compliance laws are going to be in effect within the US.  This will mostly limit data collection and use without the knowledge of the individual. The reaction to this comes from massive corporations like Facebook and Google passing on the fees to their users.

Odds are this will fall onto the businesses more than the users because they will the group hit largest by the data companies.  It is possible that soon businesses will only be able to interact with people is going to be through paid advertising. In some ways, it is like we are going back in time before free internet exposure was even possible.

What Does This Mean For You and Your Business

The most significant impact that this is going to have for small businesses is going to be forcing them to expand their marketing budgets.  The likelihood of companies or posts going viral without spending money is going to s. We would recommend focusing your energy on ultimately building out your pages and utilizing all the features offered to you.  This may seem like common sense, but in many cases, both Google and Facebook rank pages higher that have more information filled out within them.

digital marketing on tablet

Start investing within your website.  While it is essential to have active pages on social media websites, it is more important to have something that is your own.  Facebook policies can change, but your site will stay the same. Invest time and money into building out a website that displays the message you want your customers to hear.  Kallen Media offers WordPress website services at an affordable price, specifically for small business owners. By getting a site with Kallen Media, we will fill you in on all the latest news and information pertinent to both your brand and website within the digital world. Ranging from local Phoenix WordPress websites to small business web design, we have your back.

Try For Yourself

Don’t just take our word for it.  You can test out what we are saying!  Next time you post on a business page on Facebook.  Look at the number of views and engagement, compared to the number of people actively following your page.  More likely than not, there is going to be a significant gap if you are not spending money to boost posts!

Links May Be Hurting Your Views

Backlinks have been a critical resource for many years.  What if they were suddenly not such a good thing? That is what Google and Facebook are portraying with the limiting of views on posts that have outbound links.

Why might this be?

The answer is more straightforward than you might expect.  These massive technology companies do not want you to leave their websites.  By keeping you within the same environments, these companies can show you more advertisements and make more money.  Once a user leaves the site, companies now can no longer profit from them. This action leads to Google creating features like “Google My Business.”  The feature incentives users to not go to a company’s website, and stay on Google where they can find all the relevant information they need about the business.

Speed Up Your WordPress Website

If you are like many business owners, you probably decided to go the route of creating a WordPress website.  This reasoning is due to the immense amount of plugins and creative freedom provided by the platform. While it is easy to throw together a website and forget about it, that won’t generate you much traffic.  Today we are here to go over how to keep your WordPress website fast and up to date.

1. Choose a dedicated hosting plan

Believe it or not, the first step to having a speedy website is determined by your hosting provider.  It can be easy to go down the path of choosing the cheapest provider, but this also comes with its downsides.  Many of the most affordable hosting plans from large companies like GoDaddy and HostGator.  While the affordable prices seem appealing, they arrive at the cost of service.  These providers offer shared hosting.

Shared hosting means that the server that your website is on is shared. This website becomes paired with hundreds, if not thousands, of other websites.  Naturally, this leads to slower speeds from the get-go. Our recommendation is to look for a dedicated server to host your website.  These plans can cost a bit more money, but if you are planning on growing your business digitally, it is the way to go. Recommendations for possible platforms would be Kinsta and WP Engine.  Both offer excellent support with quality dedicated servers to maximize your website’s speed.

2. Update your PHP

PHP is another language of computer coding language that WordPress is built.  Like most current software, it needs to be updated. Currently, we are on PHP 7.3.  Before choosing providers or plans, you will want to make sure that your hosting company uses cPanel.  This is where you will go to find the PHP version tab. Here you will want to make sure that it is at 7.3.  If you are on an older version, it is smart to check your websites compatible with the new PHP version. By doing so, you can prevent your site from breaking with old or unusable code within the backend.

3. Update WordPress

Now you should be at the point that your back end is entirely up to date.  Keeping updated will allow you to start focusing on the front end of your WordPress website.  Once you have logged into your WordPress website by going to your domain and adding wp-admin at the end, you will be on the WordPress menu screen.

Here you will be prompted by options that will let you know if your version of WordPress is up to date or not.  The smartest thing to do is to update your version before starting any work. This update ensures that you will not run into the issue of breaking old plugins down the road.  Updating WordPress should only take a few minutes, and once it is done, the prompts will go away, telling you to upgrade.

4. Reliable Theme

Time to start adding in the building blocks of your website.  Your theme is going to be the core of how your website is structured.  There are tons of different WordPress themes to choose from. Our recommendation for a great free theme is going to be Ocean WP linked with the Elementor builder.  For our premium recommendation, it is going to be the Divi theme and builder from Elegant Themes.  Divi can be used on unlimited websites and is the perfect option to get started with your website.

Both of the recommendations come with fully integrated visual builders.  These allow the user to bypass coding and quickly build gorgeous websites at lightning speeds.  There are also a plethora of videos on Youtube and guides online to help you create the perfect site from the builders I described.

5. Plugin Optimization

Plugins are going to be your best friend if this is your first website, and you are not familiar with coding or back end logistics.  A crucial point is keeping the number of plugins you use limited, and the plugins you use quality. By following those rules, your website will be able to be faster than ever.

The following are our recommendations for quality free WordPress plugins that will both speed up and further optimize your WordPress website:

Autoptimize – Use this plugin to make your website faster through optimizing your JSS, CSS, HTML, and images.

Google Analytics – If you want to implement tracking onto your website, this is a must-have.  Integrating this is as easy as creating a Google Analytics account and then logging into your website, and adding in the tracking code, you will be provided.

Limit Login Attempts – Security should always be at the top of your mind.  A great way to provide that is through this plugin that does as its name says, prevents unlimited login attempts by potential intruders.

UPDraftPlus – Backing up your website should always be in mind.  This will save you from losing all your data and hard work in the case of any problems.  Our recommendation is to backup both locally and to a 3rd party application like Google for additional security.

Yoast SEO – SEO stands for Search Engine Optimization.  Yoast is a premier plugin in SEO. This plugin will allow you to see how your posts and pages rank on various levels.  I would highly recommend this for websites using blogs, as this gives you useful guidelines.

Conclusion

There is a plethora of other great plugins and premium plugins, but these should create an excellent foundation for your website.  By following this guide, you will ensure that your website gets off the ground as fast as possible. For more information about how to create a WordPress website, get in contact with us!  Kallen Media LLC is happy to teach and design WordPress websites for small businesses and individuals alike.

Recruitment Marketing

Arizona, Kallen Media LLC, is excited to bring our recruitment marketing services to the local area.  If you or any businesses you know are interested in hiring new people, but don’t have the time our resources, you can come to us.  We are partnered with Indeed to provide a cheaper cost per clicks and a signing bonus. When you or your company works with Kallen Media LLC, we can give your first $150 in ad clicks free.  This promotion is only an offer that can utilize through the Indeed Partner Program.

Locations

We can offer our services to the Phoenix, Chandler, Tempe, and Mesa areas.  Our recruitment marketing services included everything from start to finish. All you need to do is provide us with the position you are looking for and the requirements.  The more details and information you give us, the better we can pick a candidate that will both match your qualifications and work environment.

Kallen Media LLC will take your listing on Indeed and start working our magic.  We have a dedicated support team dedicated to creating the most successful posts from the information you provide.  This tactic ensures that the candidates clicking on your listing have the best chance to translate into a potential hire. Set the daily cap on how much money you are looking to spend.  There is also the option of adding in a set period that you are looking to hire.

Process

Once candidates have applied to your open position, our dedicated specialists will start interviewing and screening your applicants.  As our client, you can submit to us any questions you would like us to ask your potential new hire. If you do not wish to submit any questions, we will put together a list for you.  Approval will be needed before the interview to ensure the questions match the criteria the business is looking to hire.

Typically Kallen Media LLC goes through a three-step interview process.  The first part is going to be a phone interview. This will allow us to gauge the candidate from their responses to questions while feeling out the general candidates.  Once criteria are satisfied, an in-person interview is created up on behalf of the company. This interview will be with Kallen Media LLC. These interviews have the option of being filmed if you wish.  Otherwise, we will conduct the interview and match the potential candidate for their position.

All things are going well from this point.  It is time for the candidate to meet their potential employer.  This interview will also be set up through Kallen Media LLC, working around our clients’ schedules.  This step will be for candidates that we deem fit for the position. The reasoning for this final meeting is, so we make sure the client also feels a connection with the candidate.  We are looking forward to helping build your company’s family!

Importance in Backlinks

Search engine optimization is becoming more prevalent in companies, both big and small.  There are tons of tips and tricks to getting started, so we want to take this article a bit further.  One of the most prominent question marks we get from clients is asking what backlinks are and how they can use them to benefit themselves and their digital presence.  This topic is going to be the focus of the article today. What are quality backlinks, and how can you make sure your site is taking advantage of them?

What Are Backlinks?

A backlink, in short, is any link within your website.  These may be links to a blog that you referenced, or a partner that you may have.  Similarly, these links can also be links to your website. These links help search engines index and find all the content within your sites that you want to be “crawled.”  Crawling a website is what bots from search engines like Google do to find and rate content.

digital cogs

The two main types of backlinks are going to be internal and external.  Both types of backlinks are critical for different reasons. External backlinks are crucial because these tell large search engines like Google to check out your website.  The more trustworthy the website, the more impactful their links are for search ranking. Internal backlinks are going to link to your website that you create.  A great example would be a link to your contact page from your home page.

Quality Matters

Before you go and start spamming your website and links, there is some important information you should know.  First off, not all backlinks are created equal. A backlink from a reliable source like a non-profit is going to rank much higher than a link from a brand new website.  These rankings are related to a statistic called “domain authority.” The domain authority of a website refers to how much content it has, how many backlinks it has, and how reliable the site is rated.  It is critical to focus on getting backlinks with high domain authority to boost your rank.

Having backlinks from unreliable sites with low domain authority can also hurt your ranking.  There are various tools and websites to track your backlinks to review them and possibly disavow any negative links.  Disavowing links takes away their negative rating. It is like telling search engines that you do not endorse that specific link, so it is not counted for or against you.

Creating Backlinks

digital compass

Now that you have some idea what a backlink is, it is time to start making some for your website!  There are a variety of ways that you can get backlinks so that we will highlight our top recommendations.  Our first recommendation would be to add your business and information to different business directories online.  Many of these directories are free and have high domain authority. These are natural backlinks to start with that will not require a ton of work.  An alternative to this would be to use reputation management software like Yext. Yext will enter all your information onto various online directories, saving you time.

Once you have your information in the leading online directories, it is time to start branching out.  Contact your friends and family and have them do posts about your website. These are great ways to start generating buzz and links.  Start searching online for communities within your specific niche. These communities will often allow for guest posts. Guest posts allow your company to create articles for various websites.  Your company will provide free content, and in return, you can get great backlink opportunities for high ranking websites.

Agency Approach

We realize that taking the time to create and find these backlinks can be very tedious and time-consuming.  This approach is why at Kallen Media LLC, we offer backlink services to help bolster your online presence. We can help find other websites for you to work with, as well as create the content.  So what are you waiting for, get in contact with us to start boosting your digital presence today!

Kallen Media’s Web Approach

Kallen Media LLC is a company that founded itself on the success of its clients.  Our web approach is to create the best products and services to our clients. We specialize in working with small businesses who want to take their businesses and create a significant online presence.  Located in Phoenix, Arizona, Kallen Media is at the hub of one of the fastest-growing cities within the US. If you are thinking of doing any of the following services, get in contact with us for a consultation to see how we can take your ideas and make them a reality.

WordPress Web Design

WordPress logo in water

Creating a custom website can be both time consuming and costly.  We realize this, and we want small businesses to have still the ability to have the sites they envision.  This development is possible through the WordPress platform. At Kallen Media LLC, we use the Divi Theme and Builder to create websites.  This custom plugin and theme allow us to design a completely customizable website. Everything from a restaurant website to a technology rental website, we have you covered.

Our plans are also customizable to fit your specific needs.  If you don’t need a robust website, and only want a simple website with landing pages, that’s fine.  We won’t charge you exorbitant fees or waste your time. Our support team is available 24/7, and you will have access to the hosting information in case you wish to go into the back end of your web approach.

Even if you know what you’re doing with designing a website, sometimes it can be beneficial to bring a professional on board to go over your design.  We can take a look at SEO factors and keywords that contribute to how your website will rank on major search engines like Google and Bing

Social Media Management

social media logos on polaroid stock

A company’s online presence is your image in the modern-day.  The way that your clients and prospects to communicate with you is online.  Whether that is through Facebook, Twitter, Linkedin, or one of the many other social media channels is going to be the most substantial variable.  Depending on what industry your company is in, that will play a significant factor in where the potential clients are most active.

Keeping up to date with competition and current trends is critical.  If potential customers are coming to social media pages that aren’t active, odds are they are going to leave the page for a different company.  The goal is to keep the client engaged, so they want to spend money on your product. An active social media presence will do just that.

We understand that many businesses feel too busy running their actual business to manage their digital presence.  That is why Kallen Media LLC is here to take over for you. We have experience working in a plethora of markets — our expertise in crafting detailed web approaches that will show results for your business.  We utilize a social media management tool that allows us to create monthly plans that are automated, so you no longer need to worry about posts. Our team is also here to run your social media and respond to any comments or requests you might receive while sending your team the information.

Content Creation

Constant content is the key to starting to rank highly on major search engines.  This strategy can be both time consuming and tedious task if you want to write high ranking articles.  Great articles require research into both keywords and other resources. Stuffing your blog full of internal and external backlinks, keywords, and quality content is the key to starting to have your site rank highly on search engines.

Our team takes a personal approach with each client.  We talk with our clients to find out exactly what type of content they are looking for.  Clients can have as much or as little control they would like over the content creation process.  If there is a specific vision in mind, let us know so we can follow it to a tee. Oppositely, if you know you want articles about a broad topic, we can do the rest and come back with some quality content.

Paid Digital Strategy (PPC)

Pay per click campaign in action

Executing proper pay per click (PPC) campaigns can be complicated and overwhelming for many business owners.  There are pages of rules and regulations, in addition to having to learn the ad serving systems for different outlets.  At Kallen Media LLC, we have experience working with companies large and small, creating fully customized PPC campaigns fit for all budgets.  We have managed both large and small budgets.

Our web approach is to do a wide variety of testing and smaller campaigns until we identify what method will be most successful.  Kallen Media LLC also uses a variety of keyword and SEO tools to ensure all strategies created are fully optimized. We have run campaigns for Google, Bing, and Facebook, to name a few.

Maybe you are working for a nonprofit.  That is the perfect fit for Kallen Media LLC!  We have worked with a plethora of nonprofits, helping them utilize the resources online that are available to them.  Our work includes applying to the Google Ad Grant program, which gives nonprofits up to $10,000 a month in free ad clicks.

Prospective clients within the Phoenix metropolitan area, please reach out to us so we can schedule an in-person meeting, and take you out, our treat!  For your next digital media project, get in touch with Kallen Media LLC for the highest quality service in the valley. Reach out to [email protected] or call (773)524-1483 for help creating your new web approach today!

Client Spotlight #2: GlassBiller

Point of Sale Software

Today we are going to take a look at the auto glass point of sale software company GlassBiller!  GlassBiller specializes in giving auto glass shops the tools they need to become fully digital. Companies who use GlassBiller can expect a full support team and custom training sessions to familiarize them with the software.  What is even better is that GlassBiller offers its customers a free 30-day trial to ensure the software is for them before buying. Let’s dive into some of the offerings that the point of sale software has integrated.

Integrated Features

First off you might be asking now what is a point of sale (POS) software?  GlassBiller has a dedicated post to help you understand here.  In short, a POS software is used to keep track of customers, orders, and invoices.  Specifically, GlassBiller has numerous features that are specific to the auto glass industry.  To start, companies who signup with GlassBiller then have a team of experts working with them. This team can help small auto glass companies set up their insurance accounts so they can start taking on more business.

GlassBiller has a plethora of features that allow auto glass shops to operate both more efficiently and effectively.  Some of the most useful features that GlassBiller clients enjoy the most would be the VIN decoder and the customer map.  The built-in VIN decoder utilizes the NAGS database. This feature allows users to access the database to pull up specific parts and pieces that they will need for a job.  No VIN? No problem! The NAGS database allows you to lookup vehicles by the make, year, and model. Once you have pulled up the parts that you will need for the job, all you have to do is add it to your cart, and you will be good to go.

Okay, so maybe you are an auto glass company that has been in business for years.  That is no problem at all! GlassBiller integrates with insurance companies and QuickBooks to help make the transition painless and easy.  Our goal is to allow auto glass shops to become paperless (don’t worry; they still offer paper options). Many vital companies still use faxing within the auto glass industry, so GlassBiller gives every user their fax number.

Get In Touch

Keeping an organized and maintained system is the key to an organized business.  If you are an auto glass shop, that means implementing GlassBiller as your point of sale software.  For more information on GlassBiller and all its features, you can check out their 60-second explainer videos on the homepage of their website!  If you are interested in learning more about GlassBiller and how to get involved, you can email [email protected], or sent us a contact form here!

Find out how you can get involved in our company spotlight section by sending in a request form and working with Kallen Media LLC.  We specialize in WordPress website development and digital marketing optimization. Kallen Media prides itself on quality work for small businesses.  Get in touch with us today to find out how we can start optimizing your web presence today!

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