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Category: Digital Marketing Advice

Digital Marketing Jobs: The Right Fit For You

Digital marketing is a fast-growing industry. So its no wonder a lot of marketing professionals are looking to break into the field. But what exactly is digital marketing, and what kind of work will you be doing? So today, Kallen media is going to tell you about some digital marketing jobs!

But what if you’re looking for an entry-level job? Digital marketing can still work for you. Many firms offer internships and entry-level positions with a focus on digital marketing. The work won’t be glamorous, but it can help get your foot in the door. But what about experienced professionals looking for a job?

So maybe you’ve been working in traditional marketing and are looking for a change. The digital field might work great for you. And there are a considerable amount of jobs for experienced marketers who are eager to learn more. A lot of the posts provide opportunities to grow skills and give on the job training.

1-2 Years of Experience

 

One of the best jobs for semi-trained professionals is a content marketing specialist. And this job is a good fit for someone with excellent attention to detail and some SEO experience. You would be responsible for researching and generating SEO optimized content. If you’re trusted, you may even get to work on the front page of a website!

SEO optimization

Are you trying to put your social media knowledge to work for you? A social media coordinator position might be perfect! Social media coordinators will be responsible for promoting brand goals via social platforms. A good writing foundation and strong communication skills and knowledge of what goes viral will help make you stand out.

Are you an analytical marketer with experience using SEO optimization tools? You are qualified for an SEO specialist job. SEO specialists are all about user engagement. Your job will be to collect and maintain the data and tools you need to run the best possible website. A little bit of HTML or CSS knowledge will go a long way for this position. If you’re interested in any of these positions and have 1-3 years of prior experience, you could make around 50,000 a year. So now let’s talk about what you can do next!

3 – 5 Years With Digital Marketing Training

 

Maybe you’re already doing web design and are looking for a promotion, or you have cut your teeth designing product campaigns. No matter what, if you have experience in the digital marketing world, there are some fun jobs for your qualifications!

Are you an experienced web designer fluent in CSS3 javascript and other front end languages and frameworks? Front end web designers use these skills every day. A front end designer is responsible for testing implementing and maintaining all aspects of the users’ experience. This job is code-heavy and suited for an analytically skilled person. Some skill with responsive web design helps candidates.

Do you have graphic design experience and time spent working with corporate social media accounts? You should start searching for a position as a social media manager. Your day to day can include designing campaigns, industry research, and brand development. Some expertise in communications or event spaces can make a candidate stand out in this field.

social media

A product marketing manager position is open for powerful communicators with experience meeting tight deadlines and excellent program management skills. Thus product marketing management is all about providing marketing teams with the information they need to succeed. They also develop new communication tools to help connect consumers and clients alike!

These positions have different salaries with the lower end at 60 thousand and the high at over 100 thousand a year. These positions are all options for people with field experience looking to grow. But what if you’re a digital marketing professional looking to take the next step? What are some jobs you might be interested in doing?

5 – 10 Years in Digital Marketing

 

So you’re a digital marketing pro now! You’ve spent maybe a decade in the industry learning and testing out your skills. What are the kind of positions you should be entertaining? Well, it depends on your skillset.

Can you develop a strong team of coworkers who get the job done? Do you have excellent communication skills? E-commerce directors have all these skills and the track record to prove it. Your job is to build a team that is innovative and effective in driving company sales and promotions. The average E-commerce director makes $112,000 a year.

Maybe you thrive under pressure. But do you have experience handling multiple projects at once while developing operational KPI’s? Director of product marketing might be the position for you. Product marketing directors will plan and execute operations while relaying analytics to stakeholders. The average salary for the director of product marketing is $167,000.

Are you a visionary and creative thinker? Are you a leader with the ability to break down complicated issues? An original director position would fit you. As a creative director, you will pursue new ways to develop brands and marketing content. A robust creative director is involved in all levels of their operation. The average salary for creative directors is $133,000.

For more information on work in digital marketing jobs or any digital marketing services, contact Kallen media.

Viral Marketing Campaigns: How to Plan for Success

Viral marketing is quickly becoming the industry standard for new products. The peer to peer promotion of viral campaigns is unmatched. But you can’t just produce random content and hope for a win. Viral marketing campaigns should be planned out like any other marketing effort.

Planning your viral promotions can seem complicated. Do you want to have your product featured in videos? Do you need more peer-to-peer conversations? A plan is key to the success of an ad campaign. The first decision to make is if you want to have a passive or active campaign.

Targeting Groups or Individuals

 

For a campaign strategy, it’s essential to decide a market segment you want to target. Your two main choices are abundant, diverse groups, or smaller, more targeted groups of individuals. When targeting groups, expect to produce high amounts of content. So to target these groups often, viral campaigns turn to automation. Automation used to be a costly process, but modern advances make it easier than ever!

If a campaign is focused on individuals, you need less content. However, this content is harder to generate. Often the best way to market to individuals is peer-to-peer contacts. This kind of marketing campaign creates lots of responses but takes time to do right.

Passive Viral Marketing Campaigns

 

Passive viral marketing is the idea that consistent touchpoints over the internet will provide results. One example of passive marketing is email flyers. These automated email systems send out constant promotions to anyone from their target markets. Most automated marketing is passive online marketing.

 

 

Because this marketing strategy relies on sheer numbers, it provides a great mix of potential new consumers. Passive campaigns are valuable to inform people about a new product and generate users. Passive marketing is a numbers game. Because of this, more touchpoints means more users! But there are some risks to passive marketing.

One big drawback to these campaigns is their ability to generate interest. While the sheer numbers make them successful, most automated ads don’t translate to sales. Because of this, these ads also create less loyal customers who may only buy a product once and never return. You also have to be careful with automated ads. If someone receives too many ads, they might become annoyed. This outcome is the opposite of what a company wants its ads to do!

Active Viral Marketing Campaigns

 

Active campaigns focus on tailoring content specifically for individual niches. Because they focus on smaller groups, these ads can be much more detailed and focused. An excellent example of active viral marketing is to share buttons. Many websites will add a feature to share products via social media. So with the addition of a simple button, people create peer-to-peer reviews for your product! All active ads are focused on individuals.

The main issue for active campaigns is their narrow reach. The tailored approach means your audience is smaller than average. This niche means that you’ll tap into smaller market segments and slower adoption of the product. This can make it harder to get your campaign noticed. This being said, these active campaigns are still incredibly good at creating a brand.

 

 

Active ads create more loyal customers by serving a specific niche. Although there are fewer users, they are more likely to stick with the product. Active ads can also increase user engagement. By creating a community, dynamic ads can grow themselves.

Examples of Viral Marketing

 

Most viral marketing campaigns are classic examples of marketing to your niche. The main difference is these ads are all designed to create a peer to peer engagement. One perfect example of active campaigns is social events. Deals for people who promote social experiences improve the overall response of customers. Similarly, personal invitations produce more interactions. Only personalizing flyers creates extra interest. Both of these strategies create a community aspect for a product that helps build loyalty.

Unlike active campaigns, passive ads rely on numbers. Examples of these campaigns are marketing tactics that focus on reaching everyone you can. An excellent example of this is automatic product recommendations. Some e-commerce sites will recommend products you might want after purchase. These ads aren’t specific to any consumer but rely on cross-selling tactics to succeed.

 

Viral Marketing Campaigns

 

Viral marketing campaigns require appropriate planning. So a company must decide if it wants to target groups or individuals. When focusing on groups, passive methods work best. For individual campaigns, tailored active viral strategies are effective. Passive tactics get many more hits, while aggressive campaigns are more persuasive. Both approaches are valuable to viral marketing strategies. If you want to learn more about viral marketing, contact Kallen media via our website.

Neuromarketing Strategies: Methods and Uses

How can a business benefit from psychology? Neuromarketing strategies require substantial data sets and multiple costly tools. Companies interested in utilizing neuromarketing almost always outsource. So, a company should understand which strategies it wants to use. Studies are never free. Businesses should be careful because this process is costly. Common knowledge of neuromarketing practices helps you know what data is essential.

Neuromarketing is the use of psychology research for a marketing plan. Advertisers must plan for these methods. Often these practices require long studies. This study includes monitoring physical and subconscious responses.  So utilizing these practices helps make your content more noticeable. But what are some specific tools for neuromarketing?

Neuromarketing Tools: FMRI and EEG

 

FMRI and EEG machines are medical equipment that measures brain activity. An FMRI measures specific blood flows while EEG machines detect electrical signals. FMRI the best way to measure emotional responses. However, EEG is still useful and less invasive. Recently, companies have created tools that can run FMRI and EEG tests.

The best uses for these tools are branding decisions or improvements and measuring emotions. These tools show responses to your marketing campaigns via brain activity. Brain activity provides more useful data than verbal information. The big problem of using neuromarketing tools is invasiveness. Both practices require consumers and complicated machines. FMRI is almost impossible to do outside of a lab setting. But what if people can’t come to a lab?

Eye-tracking Strategies: Gaze and Pupilometry

 


Gaze eye-tracking focuses on analyzing the subject’s line of sight. This process tracks where a person’s eyes rest. Similarly, gaze tracking shows how long the eyes stay focused. Tracking allows firms to measure several things. What grabs people’s attention? Is the content confusing? How fast is your recognition speed? Tracking eye movement enables a company to see how consumers digest its content.

Pupilometry measures dilation in a subject’s pupils. Measuring pupil dilation tests focus. Eyes adjust to see important information. Measuring points shows spots that grab attention. Pupils also show how engaged someone is. And higher levels of engagement make more memorable experiences!

Tracking testing methods study attention and focus. A tracking test will provide a company with information on how a user reacts. Results can make marketing communications have more lasting impacts. Eye-tracking improves the entire user experience. Including web design, packaging, and all advertising. Eye-tracking data is another way to get a company noticed—response tracking is used in tandem with other forms of analysis.

Biometrics

 

Biometrics are measurements like sweat, heart rate, and respiration. These are a person’s external physical response systems. Biometrics is often used in connection with other neuromarketing strategies. So the second avenue of data is beneficial to measure secondary factors. But what exactly does biometrics provide?

Measuring physical responses through biometrics informs on engagement and positive and negative reactions. Our bodies have physical reactions to emotions. The biometrics data provide these insights. Measurement of responses allows marketers to improve the content of their advertisements. Content is developed by eliminating sources of negative emotions. This process is similar to facial expression analysis.

Facial Coding

When a company pattern tracking of emotions its referred to as facial coding. Facial coding uses cameras and other tracking equipment. Data about emotional responses come from collecting expressions. But People often emote without realizing it. So activity monitoring is vital to marketing. The data here is easy to manage. The process is cheaper than other methods. Facial coding is highly effective despite its lower costs.

Advertisers reach marketing goals by understanding how to elicit emotions. And it is easier to make people happy if you know what they like. Advertisers cant rely on guesswork. Facial coding is very effective at improving the content of advertisements. Although these processes seem complicated, they are useful. Facial coding makes more meaningful content. So you should start right away!

Neuromarketing Strategies and You

So neuromarketing is excellent at improving the design. Because of this, neuromarketing is excellent at improving web design. Kallen media studies current neuromarketing trends to improve our clients’ web design. And Kallen media specializes in blog writing. Therefore emotional response is a big focus of our business. Neuromarketing studies make sensitive blog posts more natural to write. Kallen media is focused on tracking of current industry trends to ensure peak performance! Because of this, neuromarketing is a big focus of our company.

It’s clear neuromarketing studies can help a marketing campaign succeed. But the methods can seem scary. Psychology makes marketing more complicated. But don’t be afraid to get started! Neuromarketing strategies are hugely valuable to a company. You have to know what you want to accomplish. If you decide to utilize neuromarketing tactics in your business plan, Kallen media is here to help.

Do you still have questions? Are you interested in learning more about neuromarketing strategies? Kallen media would be happy to explain any neuromarketing techniques. Visit our website To contact Kallen media for any marketing services or questions.

5 Tips from a Digital Marketer to Working from Home

Advice From a Digital Marketer Working From Home

 

Working from home is something that is becoming more popular among businesses.  Currently, we are amid the coronavirus, which has made more people around the world start working from home.  While this may seem significant, there are often many challenges that workers face when adjusting from the office to home life.  My position as a digital marketer has given me relevant insights on how to work from me successfully.

 

I have experience working both in busy office environments and from home.  My experience gives me a unique perspective on how to transition and balance the two.  As a digital marketer, all my work is entirely done online to begin with. Due to this situation, it makes transitioning between an office and at home very easy.  Other positions aren’t meant for online at all, so that creates the challenge for taking a new job online.

 

Businesses are forced to come up with guidelines and ways to set their workers up without being adequately prepared.  This reasoning is why I decided to create a guide to help make the transition from working in an office to at-home seamless. Here are my top 5 tips from a digital marketer successfully working from home.

 

1. Have a dedicated workspace

 

Create distance between your parts of the home and areas of business.  By creating separation, you allow yourself areas to both work and relax. Mixing the two can often lead to additional stress or poor work ethic due to the availability of everything within one’s home.

 

laptop on home office desk

 

Setting up a spare room as office space is a great way to create distance between personal and business.   Allow space for how you would like an office. Keeping a supply of pens, paper, and sticky notes can help make sure you have all the resources you need.

 

When I am working from home on digital marketing materials, I tend to work in the office.  This area is most free from distractions, and my roommates will know that I am working.  

 

2.  Set boundaries

 

Although you are now working within your home, that doesn’t mean that you need to be working all the time.  Set up a schedule that you can adhere to. Remember to incorporate breaks and time to eat. Being unrealistic is the easiest way to have your work and home life spill into each other.

 

Boundaries should not only stop with yourself.  If you live with other people, try to set ground rules.  Setting firm rules or guidelines helps establish a clear plan for how days should be oriented.  This is especially true in the case of whole households being cooped up together. If there is no respect within the household, it will make being productive much more difficult.

 

3. Be determined

 

Being determined is one of the essential parts of a successful work from the home strategy.  It is easy to get distracted or waste time when you are in your home. However, when offices first start the transition between work environments, its important to show results.  These results can vary drastically by the type of work you do.

 

If you display worse results while you are working at home than you did in an office, this will lead employers to think you are less active.  Oppositely, showing great initiative and diving into a project can reassure your managers that this is the correct decision. Specifically, during the time where the coronavirus has shifted so many businesses online, companies will primarily be looking at employee performance.  

 

4. Limit distractions

 

When you are sitting down to work, do just that. Work!

 

Limiting distractions can be difficult when you are within your home with countless things and people.  Making sure you are focused when you are working is the only way to can assure you are making progress. It is easy to procrastinate and push tasks off until later.  Hold yourself accountable for your actions and set daily goals.

 

 

Target with goals

 

 

These daily goals should be SMART goals.  SMART stands for Specific, Measurable, Attainable, Relevant, and Time Based.  In short, these are goals that you will easily be able to track. Goals like “write a paper” would not suffice because this is vague.  Setting a goal like a write two pages or 800 words is more attainable and trackable. My common digital marketing goals when working from home include creating x amount of posts or writing a certain amount of words for a blog.

 

5. Take frequent breaks

 

The final tip that I want to give everyone is to take frequent breaks.  Stand up and stretch your legs. Go to the bathroom or refill your water.  Staring at a computer screen for too long can cause you to lose focus and become less productive.

 

I love to do various exercises every hour or two to keep my body energized.  This may come across as strange in an office setting, but it can be perfectly normal within your home!  It is essential to try and keep yourself motivated; otherwise, it is easy to feel overwhelmed.

 

During this hectic time, I hope that this article was able to give you a few tips from a digital marketer to make sure you can be successful while working from home.  If you have any questions about working from home, be sure to comment or reach out to us through a contact form!  We also have solutions to help get your company online if you feel unprepared.

What is a Content Marketing Strategy?

Content marketing is quickly becoming one of the most common digital marketing practices.  Odds are you have probably heard of this term before. But what exactly makes up this “content”?  Most frequently, it is companies hiring marketing agencies or hiring in house for writers and bloggers.  These people then create content centered around the company’s products or services.

Now, this may seem pretty simple.  However, doing this without a clear plan or strategy could mean your company is wasting hundreds or thousands of dollars a month!  Some specific strategies and tactics used when creating pieces of written work to increase traffic to your website.  These strategies include developing focus keywords, examining text length, and utilizing a free SEO plugin like Yoast to assure top quality content. Here is the Kallen Media guide to getting started with content marketing.

Choose Your Niche

The first step in creating your content is determining your niche.  This step means getting specific about what you want to focus on. Choosing a broad topic is a perfect starting point, but you will want to build on it.  For example, if you are an artist, what type of art do you make? What is your medium, and what is your favorite style? All of these questions are questions that your potential clients might have when determining your niche.

Once you have answers to these questions and know where you want to place yourself, you will begin to start finding topics to write about.  Think about what you would be interested in reading. Find the hot topics and create your views and opinions to make your content uniquely your own.  A great place to start is searching for the topics you’re interested in and see what the top results are online.

Look At Competition

Next, you are going to want to take a look at your competition.  This insight means reading your competitors’ blogs and marketing content.  See what resonates with you, and see what you don’t like. By doing this, it will help you create the ideal campaign that you know has critical points of other successful campaigns.  We do not recommend stealing their campaigns or trying to copy what these companies do. All this will do is waste time and resources. This reasoning is because you would be vying for customers who already have what you are providing.

Responsive statistics for posts

There are some critical points that you will want to examine your competitors’ content.  One of the most significant aspects is going to be the keywords. Keywords are what search engines look at to determine what appears for various searches.  The goal is to have a campaign that targets keywords that your potential clients are interested in. Some websites provide research services like Moz and Ahrefs.  Here you can find information for sites from their backlinks to domain authority. I recommend looking at several successful websites that are in your niche.

Take their strengths and identifying their weaknesses is a great way to make yourself stand out.  Start with low ranking keywords. As you create more content, keywords will be more accessible for your website to start ranking for.  As you build credibility and traffic, you will be able to start going after more popular searches.

Create A Schedule

Time to create a schedule and stick with it.  Nobody reads content on a website that only has one post or article.  Constant content is essential to improve your website’s overall ranking continually.  My recommendation is to look at times when your possible consumers are most active. Odds are for most that will not be at 2:00 am.  Finding the perfect time to release and blast your content is essential for traction. You don’t want to spend hours on content that does not reach your desired audience because of timing.  One recommendation is to create weekly posts that people can rely on. This way, you will have a weekly announcement that your customer base will grow to enjoy.

Develop A Writing Style

Now it is time to create your style and add flair to your writing.  There are thousands of blogs on the internet. For your industry, there could be hundreds or more.  To stand out in the crowd, you need to have a unique style and voice. Voicing your passion and developing unique takes on popular topics is a great way to grow your audience.  Take a look at leaders in your niche and see what tactics they are using to succeed. By doing this, you will be able to take the best aspects of your favorite writers to create your unique pieces.  This discovery is where most content marketing will see the most traction.

Broadcast Your Message

Everything is complete on the content side.  Now it is time to make sure you are reaching your desired audience.  There are a variety of ways that you can do this. Broadcast new content onto all of your social media outlets. This new content will direct your followers back to your website, where you will convert them into paying clients. For smaller businesses, you may need to grow your primary audience.  Broadcast your new posts through paid advertising fronts. Examples would be using Google Ads or Facebook Ads to target your specific audience. Utilizing these Ad services also gives you the ability to use advanced tracking systems.  Through integrating these tactics, you will be sure that your content directed towards those most eager to buy your product or service.

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.

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!

Get Your Digital Campaign Noticed

 

digital sphere with various objects

Every time you search for your product, you see your competitors.  It doesn’t matter what you seem to do; you can’t seem to escape your ads.  Their product is middle tier, but they have a captivating advertising campaign that boosts their perceived reputation. This experience can be extremely frustrating when you may have a superior product, but your competition has an excellent marketing strategy.

Developing a strategy to target your specific niche can take lots of time and money.  Breaking down what is at the core of any successful campaign will allow you to structure future campaigns the same way.  Take a look at Kallen Media’s top 3 steps to getting your digital ad campaign noticed.

1. Targeting Correct Niche

The first step in creating a campaign is choosing who you are going to target.  In many cases, businesses will have the idea that “my product is for everyone.” While you might think this as a business owner, this is a poor way to run a campaign.  Campaigns need to have specific goals and need to target specific segments.

What does this mean exactly?  This practice means that instead of focusing on merely a male or female segment, you break down the data.  If you know your primary market is women who are over 50 years old who make over $100,000 a year who live in Florida, now you are in business.  This target market is an extremely niche market that you will be able to target with specific content. Aim the content explicitly at this audience using your knowledge to give them their ideal ad.

2. Research The Competition

woman researching on her laptop

Researching is what is going to make sure your campaign is successful.  Odds are there are multiple other companies within your industry selling similar products or services.  While this may seem like a negative, you can turn it into an advantage. Since these companies have been running campaigns, there are tools you can use to check how they are doing!  The top two tools that Kallen Media LLC would recommend are Ahrefs and Google Search Console.

Ahrefs is a digital marketing tool designed to help create successful campaigns.  This tool is a paid service, so if you do not want to pay, you can use Google Search Console, which is free.  Both services provide similar value. They allow you to search competitors’ websites and check out what they are ranking.  Top ranking keywords, referring web pages, and their search rankings are all displayed. Through analyzing this data, you can save yourself both time and money.  Only strive to rank for your competition’s most thriving areas, or the areas they are lacking. This will ensure you are spending your marketing dollars in the smartest way possible.

3. Creating

Now that you have chosen your niche to target and researched the competition, it is time to start creating!  It is time to take all the information you have gathered about your game and put it to good use. When beginning to write your advertisements, it is best to outline your ad first. Describing your ad allows you to decide the focal and selling points to ensure you are successful.

Start by laying out an introduction and breaking down your paragraphs into loose sections.  Your plan will give you a road map for writing. Provide a mixture of research and creative viewpoints to engage and lure in your audience.  Giving offerings your personality combined with your business model should create a unique selling proposition (USP). These are the advertisements that see the most traction and end up being the most successful.  Now that you have included your essentially, you should be ready to post!

Kallen Media LLC recommends starting with small budgets and working your way up.  This way, you can test your different strategies to see what works best. If you see your campaigns not doing well, you can always stop them.  All the most popular online advertising platforms like Google and Facebook are self serve with no time commitments. We do recommend trying your campaigns for a month to give them enough time to collect valuable data. For any additional help and information on creating a digital marketing campaign, you can contact Kallen Media LLC.

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.

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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