Today’s post is part of a series where we profile each member of our leadership team here at Clix.
We hope you enjoy getting to know us.
Great marketers in our industry — those who are insightful, knowledgeable, and show a true understanding for the needs of their clients — can adapt to changes and execute strategy flawlessly while maintaining humility and a level of patience to teach the craft and strategy to others. So is true of Kristin Palmer – she is sought after by our team and has a reputation for not only being reliable but as both friend and colleague, she is the person to chit chat with and to brainstorm new strategies. Read on to learn about our Campaign Manager.
What college did you attend? What was your major?
I attended Houghton College. It’s a small, liberal arts college in (the middle of nowhere) western New York. I majored in Communications and Spanish. The highlight included spending a semester in Seville, Spain.
What does a typical day look like for you?
Each morning starts with the scramble of getting my kids off to school. I then sit down with coffee and start my work day by reviewing industry updates and blogs. Each day brings a wide-range of PPC and account management activities, but I either try to knock out the hardest or the quickest tasks first since I’m freshest in the morning.
What do you do when you aren’t working?
I volunteer with an inner-city kids program in Allentown. We provide the kids with a fun, safe environment with seasonal programs on Friday nights, Sundays and the summer. It’s such an honor to bring some joy and light into these kids’ lives.
Otherwise, my kids and church keep me pretty busy, but I try to squeeze in a run with my dog when the weather is nice. We also have season tickets to the local amusement park, so we go there as much as we can.
How did you get started in digital marketing?
After I started a job at a new start-up company, the owner and I quickly realized that the company couldn’t afford to buy lists, produce written materials, buy postage, etc. We brainstormed and realized that the internet was the way to go. We dabbled in SEO tactics, banner ads, and article/link building. They didn’t get us far and we realized that PPC was the next step. The owner bought an ebook from Perry Marshall, sent it to me and said something along the lines of “You’re a smart marketer. Figure this out.” The rest is history!
What are some traits that an amazing PPC Account Manager possesses?
Ingenuity and adaptability are the two characteristics that come to mind. You have to continuously and creatively come back every day to revamp, revise, and restrategize your campaigns and tactics. You can never allow your management style shift to auto-pilot. Also, with all of the constant changes and advancements in our field, you have to stay on top of the latest news and trends and then adjust your execution and mindset accordingly.
Describe your jobs/roles at the companies you’ve worked for.
My first job after college was all about direct response marketing. I started by managing the strategy and execution of 40 million English and Spanish free-standing inserts for the largest membership association in the US. I later moved into direct mail for smaller Allied Health membership organizations; it was a foundational experience which left me with a solid, well-rounded and well-grounded marketing background.
What advice do you have for clients/businesses new to digital marketing?
Don’t be shy about giving anything and everything a fair try. You really don’t know what will work ahead of time. From experience, I’ve been surprised by what has and hasn’t worked often enough. From there, test away and never stop testing since that’s the only way you keep learning.
What is your favorite thing about this industry?
I love having results at my fingertips and getting them so quickly. Direct mail had such a long response time. From the mail date, we waited for months for responses. It’s unbelievable how long people held onto our direct mail offers! I also was dependent on others for results. The turn-around for learnings seemed to take forever. With the digital industry, it’s so helpful to check-in on up-to-date results, on my own, at any time.
What’s something you’ve recently implemented, or are planning to implement, in an account that you’re excited about?
We recently brought on a new client with some uber-niche target audiences. I loved that I could create Facebook campaigns with targeting directly to those unique groups. Facebook’s targeting capabilities are just amazing and get better all the time. I can’t wait to see what these campaigns do for this client.
Favorite blog post?
I really enjoyed looking back at all of the Adwords changes over the years. It was a fun trip down memory lane. It also gave me a deeper appreciation for all the Adwords features and advancements I take for granted.
That’s a wrap! We hope you enjoyed learning more about Kristin!