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Branding is the Convergence of Language and Intent

At 92 West one of our core focuses is on the
convergence of language and brand. If you are looking for a proven partner to help guide you through the waters of branding your firm then we would be happy to talk on your goals and what problems you are facing with your existing identity.

Need more information on what branding is? Great!

With brand development we key on multiple angles of approach, but really it boils down to six key aspects.

  1. Naming
  2. Strategy & Story
  3. Copywriting
  4. Brand Messaging
  5. Brand Voice
  6. Taglines

Naming. It’s a must to get it right the first time.

Why does a name matter?

Your brand name lies at the center of everything your business entails which is why it’s important that you get it right from the onset. This is how others identify with your firm or perhaps you personally. Frankly, you don’t want to get into a situation where you’re forced to change it later as this can pose quite a significant challenge to your business and how customers perceive you.

At
92 West, we help you in all types of brand name development including naming companies, events, services, campaigns and more. This has seen us get involved in naming numerous brands for nearly all sectors in different parts of the nation.

Below are the seven key steps we follow in our naming – although we are often flexible and can thus alter the process depending on particular client’s needs.

Branding Brief

This involves getting some basic info and materials needed from the client as regards to what we’re naming.

Discovery

We conduct competition analysis, craft a naming strategy before getting down to brainstorming.

Discuss and Verify

Here, we get back to the client and share with them our findings and the strategy we aim to adopt going forward. This helps to ensure that we’re on the same page.

Brand Development

At this stage, we unleash our creative magic. With this, we’re able to generate lots of names to choose from.

Screening

Once we’ve compiled a list of possible names, we screen them for linguistic viability, URL availability, as well as trademarks.

Present

We formally present all the viable names while also explaining how each can be used optimally.

Finalize

Finally, we let you make the final decision. Still, we’re available anytime you need our counsel.

Keeping your Options Open

We’ve always aimed to remain as flexible as possible which is why we are able to fit most budgets, projects, and timing. With that in mind we offer a variety of services including linguistic disaster checks, culture acceptability evaluations among others and can connect you with the appropriate parties to do global trademark screening . This way, we’re able to help you step into the market with the strongest brand possible.

Strategies and Stories

At
92 West, we’re of the opinion that your brand’s essence entails your worldview, personality, promise, and values.

Crafting Your Story

Having challenges relaying your message to the world? You’re not alone. Luckily, we’re here to help you.

Our objective is to uncover your core strengths and use your vision for your business to help you create a robust strategy that caters for all key aspects of your brand.

We’ll assist you tell it like it is…

Let’s face it. We all love engaging stories. Indeed, most of today’s cultures have been shaped by stories told thousands of years ago and passed down through generations. In the business environment, it is the unique stories brands give that help to differentiate them from their competitors.

Ours, therefore, is to guide you in strategically developing interactive stories that engage your audience, capture their hearts and communicate who you really are; thus why your brand matters.

Brand Copywriting

Let us guide you in crafting the right message, in the tone / voice, to the right target audience and at the right time.

Our Approach to Copywriting — The Road to Home

We intend to tell stories that easily engage your target audience while also defining your brand. Engaging your audience. Telling them why they should believe in you and how you differentiate yourself from the competition.

Our love for copy is why we’ve brought together a formattable team of talented writers to help you dig deep; getting to the bottom of what your communications need to be successful. Our intent is to craft words that work; polished content, story driven… content that works for your business, your website and beyond.

Helping you Achieve your Communications Objectives: How do we get there?

First, we help you formulate guiding principles to follow when building your brand and connecting with your audience. This way, you’re able to learn what really makes you tick and also understand how to make your audience choose you over the competition.

Together, we’ll unearth all your communication needs and ultimately assist you create a clear message that your audience loves.

Brand Messaging

What matters is whether your brand is able to send a message that your unique audience can relate to.

Your brand communicates to different stakeholders each day including the media, employees, and most importantly the consumers. However, you’ll hardly find a one-suit-all message for all these entities. Indeed, messaging is about finding a suitable language that engages a specific audience and ultimately remaining relevant to their unique needs.

At
92 West, we believe in helping you develop a compelling messaging strategy that aligns perfectly with your core brand values while also resonating seamlessly with your target audiences. We achieve this through organizing workshops and discussions with you as well as providing you with the right tools that enable your company communicate meaningfully across all of the key channels.

Brand Voice

How effective is your brand’s tone in capturing its unique essence and your audience attention?

Want to attract customers to your brand? Mind the voice of your brand. As such, set strategic brand voice guidelines which help you communicate in an easily recognizable tone across various channels of communication that you use.

Think of it like this… if messaging is what you say, your voice is HOW YOU SAY IT (all caps means something… it might not be right… but it’s a clear example). Is your brand warm? Clever? Cutting Edge? Calm? The way we speak often determines perception. This is true with brand communication as well; consistent tone across all points of contact.

At
92 West, we help you define how your brand speaks to your audience by creating a distinctive brand voice while that leverages a sound strategy with proven tactics; bringing your voice to life. Our ultimate goal is to enable both your internal teams and the external partners speak in one recognizable tone across all brand channels.

Taglines

How about we capture your brand’s entire story in less than four words that wow?

Looking for a tagline or slogan that consumers can easily memorize and relate to your business any time they hear it? We can assist you craft this incredibly powerful tool. With it, you’ll be able to express your vision, position your brand, or even describe what your audience can expect from your business in the fewest possible words.

Delivering Above the Obvious

Considering that each tagline project is unique in its own way, we’ve learned to always start with an open mind. In fact, for tagline development, we follow a 7-step development approach (another article for another day) that mirrors our naming process as described earlier. However, we can still tailor this process so that it fits your unique needs.

I hope this was informative and helped give shape to the overarching process that is brand development.

Now my pitch (you knew it was coming right smile)

Looking for a reputable branding partner? Check out how we can help you meet your goals by developing an approach that works with your brand and speaks the language that drives home the message that you are great and are worth action.

Give us a shout at 402.620.2633 or fill out a quick form to
request pricing and set-up a meeting. Truly to hone your message we need to understand your branding problems which will drive questions and deliver the solution.

Omaha Web Design

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Web Design: How to Craft a Compelling Call to Action for Your Website

Web Design: How to Craft a Compelling Call to Action for Your Website

One of the key components of designing an effective website is identifying (early on) the true nature of the site and how we can convert visitors into subscribers, customers or clients; the call to action. Whether your aim is to prompt users to make a purchase, sign up for a newsletter or to make certain contributions, leading the user to a conversion should be a conversation that is had early in the design phase. Truly, with an effective CTA, you’ll be able to easily offer direction to your visitors, help them focus on your offerings, and ultimately measure your website’s success.

So, how do you create a call to action that yields great results? Below we outline the 10 key techniques to help you achieve just that!

1. Ensure your call to action provides user value

Do you ever wonder why most infomercials do really well in getting people purchase goods or services? Well, the reason behind them is that they work with the buyer psychology in mind. First, they identify the problem or challenge being faced by the user before presenting them with a product/service that seeks to solve that particular issue.

In the same vein, you need to also explain the benefits your visitors get once they complete the call to action you’re presenting to them.

2. Address common concerns your user may have regarding your call to action

Let’s face it. No one wants to fill out personal or card details to an unknown website without getting concerned about the possibility of having this information misused. This is why you need to come out clear (as if reading your user’s’ mind) to clarify any form of concerns they may have. As such, always reassure them that their emails will be safe with you as well as how often they can expect to hear from you. You can also let them know that they can unsubscribe any time they deem appropriate.

3. Limit your number of call to actions per page

Like anything else, providing too many calls to action on a single page will leave your users feeling overwhelmed and possibly take no action in the end. This follows the same concept whereby studies show that the more a supermarket offers too many options, the more likely shoppers fail to buy.

As such, you need to limit your CTAs as this is proven to significantly lower your users’ mental effort.

Most importantly, try to offer a variety of calls to action depending on the goal at hand. Also, avoid using repeated or sort of “canned” phrasings that end up denting your site’s user experience.

4. The position of your CTAs matters

One of the key determinants of whether your call to actions will yield results is the position in which you place them. As such, consider having them at the top part of your website as well as on the central column. However, you’ll also need to be extra careful on the number of images of faces you use on your pages. This is because humans are generally attracted to images of faces and this can significantly lower the attention given to your call to actions on pages with such images.

In addition, try to anticipate the right time to ask your users to respond to your call to action. 

5. Leave some space around your CTA

In addition to positioning your call to action correctly, you’ll also need to leave sufficient white space around it to make it more conspicuous. Indeed, the more space you leave around it, the more attention it will get from your audience. On the other hand, clutter your CTA with lots of content and risk seeing it lose its appeal.

6. Try to use a different color for your call to action

One of the most effective ways of drawing more attention to your call to action is by playing with colors on your page. As such, consider altering its color and especially if the rest of your site has a uniform color.

7. Size really matters in CTAs

Simply put, the bigger your call to action, the higher its chances of attracting user attention. In addition, having a sizable call to action will also prompt you to create an even more compelling website copy.

8. Consider applying the concept of scarcity in your call to actions

How well you’re versed in the art of buyer psychology will determine the success of your calls to action. For example, you can consider creating a sense of urgency through limiting your supply, a strategy that has been proven to be very effective as it encourages users to act fast. No one wants to miss out for sure.

You may also consider using any of the approaches below:

  • Giving limited-time discounts
  • Explaining how quickly your products are selling out.
  • Limiting supply.

9. Make a follow-up of what users do after clicking your call to actions

So a user has responded positively to your CTA. What’s next? Well, it’s your responsibility to ensure they go on to complete the entire process e.g. fill out a contact form, make a purchase, etc. You don’t want them to abandon the process midway as this will mean your mission is yet to get completed.

Be on the lookout for any causes of abandonments including distractions which might be on your page. You can then streamline the process to ensure higher rates of conversion.

10. Include call to actions on every one of your website’s page

One of the mistakes that most webmasters commit is to have their calls to action concentrated only on their website’s homepage. CTAs need to be added to all pages, otherwise, you could be losing out on numerous leads.

As mentioned earlier, you’ll need to have different variations of calls to action on different pages to avoid boring your audience with repeated phrases. 

Wrapping Up Our CTA Tips

Having an effective call to action can make such a huge impact on your website’s overall conversion. However, in the same measure, misleading call to actions can significantly dent your brand, especially if whatever you promise doesn’t tally with the actual offerings. In most cases, this will prompt users to leave negative reviews which of course is something you want to avoid in this very competitive online space.

In addition, avoid trying to shove your CTAs down your users’ throat through the use of annoying popups and overlays. Overall, do everything in moderation while focusing more on creating positive user experience and perception. This way, you’ll be able to create a lasting brand that pays.

Want to learn more about how to increase conversions and earn more with your website? Talk to 92 West today and let us guide you on how to create calls to action that convert among many other services.

Omaha Web Design

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The Secret to Unlocking a Brand’s Personality

Brand Personality: Identify Your Brand & Create a Strategy to Empower Your Brand

One of the most effective ways to create a strong identity, whether as a personal brand, a start-up, or a well-established business, is through having a distinctive personality. Indeed, it is this personality that helps to convince users to buy from you or simply keep away from you.

So, what is brand personality?

As is the case with human personality, brand personality entails a set of unique traits that users can easily relate to on an emotional level. This is why brand personality forms such a strong ground for people to like or dislike your brand.

Having a likable personality as a brand is crucial for several reasons. First, you’re able to differentiate yourself from tens or even hundreds others offering similar services/products as you. Besides, it helps to enhance brand engagement while also pulling people to your business.

Different aspects of brand personality

1) Brand Voice and Tone

Simply put, brand voice entails the distinctive type of language you use to express your identity as a brand. This can best be seen in the way you communicate to your audience through various platforms such as email, blog, video, and even on social media. If done correctly and authentically, you’ll surely stand out from the often mediocre masses.

2) Visual Style

As studies show, more and more humans continue to record extremely short attention spans today. As such, if you want users to easily memorize your company and your brand by extension, then you need to start incorporating unforgettable visual brand and style elements in your communications. This includes various aspects of your business such as your logo designs, typography, and theme among others.

3) Brand Essence

Brand essence stands for everything your brand believes in and what it means. In a nutshell, this is its emotional heartbeat. This often ranges from how your audience feel when using your products/services to the value with which they associate your brand.

Unfortunately, it is becoming increasingly difficult by the day to manage how people perceive brands these days due to an influx in the number of opportunities granted to the modern consumers to interact with businesses of choice. Luckily for you, with a close dedication to your ideas, values, and brand soul, you can easily forge a unique brand essence that users can associate with your brand.

4) Brand Culture Statement

One of the key roles of having a brand culture statement is that it helps to inform your employees about their daily responsibilities while also inspiring them to put more effort towards your cause. This can help explain why a majority of brands today have adopted the culture of publicizing how they go about their internal activities; helps to make them appear more transparent and thus trustworthy.

5) Consistency

At this point, I bet that you already understand the importance of being consistent in everything you do in your quest to enhance brand awareness. With this in mind, try to uphold a consistent brand personality to encourage your customers to trust the brand more; trust is earned over time.


About 92 West’s Branding Philosophy

Stand Out from Your Competition. Get Results.

At 92 West we’ll help you craft a more enticing brand story, clarify your message to the world, and build a more appealing website that relays your brand just as it should be.

The Approach:

Ours is a holistic approach that seeks to empower your organization and give it a new lease of life. We have a brilliant team of master strategists, experienced web developers and visionary designers whose sole goal is to turn your ideas into thriving businesses. Truly, we aim to help you create a comprehensive brand that lasts.

Every Brand has a Story:

We believe every worthy brand needs to have a deeper meaning that surpasses the product/service they offer. We’re incredibly experienced in what we do and so you can rest assured that we’ll assist you in transforming your business into a world-beater.

Brand Refresh: We’re ready to bring your brand back to life!

In the end, we aim to re-calibrate your brand’s total experience to ensure it aligns itself accordingly based on various aspects such as brand identity, culture, and positioning among others.

Want to know more? Let’s talk!

About 92 West

92 West is strategically creative branding and design agency that seeks to help companies and personalities create inspiring brands. Whether you’re just starting out or are already a an established firm, we’re here to enable you!

92 West
2626 Harney Street
Suite D
Omaha, Nebraska 68131
t. 402.620.2633
http://www.92west.com

Strategically Creative
branding + design + web + apps + seo

Demo Reel:
https://youtu.be/eJbxtX6jxJY

Omaha Web Design

92WEST-OUR-WORK.jpg

How To Build an Objective-Driven SEO Strategy

You or your web guy might ask themselves “How can a I create an effective SEO strategy that has a lasting impact?”; knowing that there are at least 500 Google algorithm updates being made annually? Great question!

Well, it would only safe to say that there’s no one-fit-all answer for this question. We all know that a profitable SEO strategy is one that’s able to bring in conversions and other tangible results to your business. And to achieve this, the first (and possibly most important thing) you need to do is to define the purpose of your business and spell out the objectives you’re hoping to accomplish. This way, you will be able to measure your success more objectively since there’s more to SEO than just keyword ranking.

According to the Google Search Quality Guidelines issued in November 2015, the main role of task search quality evaluators is to determine the purpose of a site and figure out whether it meets its intended purpose. This document gives us an insight on just how much Google is keen on understanding websites and their impact on intended users. As Matt Cutts (Google’s former head of web spam) stated in 2014, Google’s main purpose is to yield great search results for its users. 

Building a Successful SEO Strategy

As explained, the first step in building a successful SEO strategy is to identify and define the purpose of your site. Everything else is dependent on this.

Different webmasters create their sites for various reasons. Let’s outline some of them below:

  • To contribute information about various topics.
  • To express viewpoints and opinions.
  • To market products or services.
  • For entertainment.
  • For sharing files and software.
  • For inquiries and feedback on various things.

This list goes to prove that the purpose of a site is what helps to determine its SEO strategy. For this reason, if your website seeks to serve multiple purposes such as marketing products, or services and sharing files, then defining the objective of each section of the site will help steer your business in the right direction.

But, what’s next after defining the purpose? There are plenty of things to consider especially when searching for keyword ranking that generate the right traffic on your site.

Back in March, Andrey Lipattsev who works for Google said that the search engine’s algorithm utilizes RankBrain, content, and links as the primary ranking signals.

However, considering that a lot still remains unknown as regards RankBrain, we’ll just focus more on what we’re sure about- links and content.

Good, Relevant Content

Content is the fundamental reason people visit any website. Indeed, this is the reason it remains king when it comes to SEO. Your site’s objective will determine the nature of your content. It is, therefore, very important for your intended audience to connect with it since it is one of the central factors of ranking.

Most people who perform searches online are making inquiries. They are trying to find solutions for their problems, keeping up with the latest trends across the world, seeking entertainment, and the list continues.

When creating SEO content, therefore, you need to factor in the inquiries that your target audience is making and provide valuable and comprehensive answers to them. A good understanding of this will give you a clue of your intended users and the keywords they use to search for answers. In my opinion, a good keyword should focus on the user and not on traffic. Heavy traffic does not necessarily mean relevance.

The keywords should reflect the general purpose and objective of the site. This will put your SEO strategy in context and guarantee that the traffic you receive on your site is from people that are interested in being on your site and interacting with you.

Below are some best practices to use when researching a keyword.

Selecting the Right Keywords

Your brand should form the basis of your keyword strategy. The keywords should be focused on your brand, product or service generates traffic from those who may have a remote know-how of what you do. 

After compiling a list of keywords based on your brand, you can find relevant terms by combing through your competitors’ content as well as your own site. Tools like Google Trends and sites such as Quora will help you understand the kind of content that people are searching for. You can also find prospective customers on the vibrant social sites.

You can then use a research tool to verify traffic and competition for your list of keywords. In summary:

  • Identify keywords related to your brand.
  • Search through your content as well as that of your competitors for additional keywords.
  • Compile a list and check it against a research tool.

Effective Link Building Strategy

Backlinks play an important role in any SEO strategy. Due to their effectiveness, most people have been using them to cheat the system which ends up giving them a bad reputation.

Thankfully, Google is pretty effective at identifying and penalizing anyone trying to use link building spams to get rankings. However, link building should not be ignored as it is an effective way of directing relevant traffic to your site. An effective strategy for building links makes good use of context, not just content. Any link needs to make sense and so you must consider both the content and context for an effective link-building strategy.

For you to achieve significant success with links, the first thing you need to focus on is to offer valuable and useful content on your site. Reach out to relevant sites in your area of specialization and build relevant links. If your site has great content, trust me you will receive links to it. As such, after coming up with useful content, promote it to relevant sites and industries and be consistent while at it. Building effective links takes time. Please note that you should not focus on only the number of backlinks that can earn you more money. Rather, your main focus should be on the quality of the backlinks.

Identify Your Objective and Work to Achieve It

In an increasingly cutthroat online world, sites that focus on building a strong base and creating value for their intended users are the ones that will achieve durable success.

Defining the objective of your site and using that as a basis for creating your search strategy will enable you to not only achieve your goals but also impress your audience and make your backlinks more valuable.

Are you struggling to create a rewarding SEO strategy for your business? Please don’t hesitate to reach us here at 92 West to find out how we can assist you get your business out there and your goals achieved!

Omaha Web Design

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Tips on Developing a Digital Marketing / Media Strategy for 2017

Digital Marketing Essentials for Developing an Effective Media Strategy

Statistics show that more people are watching online videos on YouTube and other related media platforms with the trend expected to grow even more throughout 2017. Thankfully, technology is making this even easier to implement through the use of standard professional software, but also through basic applications you can leverage on your smartphone or tablet. For this post, I’ve listed several effective ways in which you can utilize these opportunities and promote visibility for your brand or clients; which will promote growth!

Focus on Mobile

Despite featuring small screens, mobile gadgets can help to create deep and personal connections between brands and their intended audience. Frankly, research has shown that ads running on a smartphone / tablet can play quite a significant role in growing audience reach. In one of resent client campaigns, we found out that over 40 percent of its campaign’s reach came from audiences using mobile; and with specifying the audience’s prior purchase history we were able to maximize sales.

So, mobile ads can provide overwhelming results and should prominently feature in your media plan. 

Geofencing. Demographics. Online Purchasing Habits… it’s all there for you to take advantage of while you are planning your next campaign.

Please note that if your campaign doesn’t have a sound strategy for acquiring the lead / sale once they’ve been lead to the final landing page, your results (and sales) will reflect this failure… which brings us to optimizing your content.

Optimize Your Content for Your Audience’s Needs

One of the main strengths of 92 West lies in our ability to assist you pinpoint the audience that has shown the most interest in your brand.

For example, we found out that viewers are twenty-three times more likely to visit a brand channel, watch more of the brand, share videos of the brand, or subscribe to its channel if they completed a minimum of two ads; maximizing exposure and allowing for us to develop a control peice.

Popularity of content and engagement levels should, however, be considered by advertisers seeking to reach audiences interested in specific genres of content. Studies show that there’s a higher possibility for brand lift for adverts running more engaging content.

Brands can easily access YouTube’s most popular channels and their ardent fans since the channels are aggregated into lineups by Google Preferred, which also provides your digital marketing campaigns with additional reach. To optimize results on YouTube, Google Preferred, Facebook and Instagram should be used along each other.

Incorporate Affinity Targeting in Demographic Targeting 

An effective media plan should be able to help you connect with the right audience. And while targeting a specific demography is very important, factoring in affinity segments enables you to target people who are even more engaging and qualified, based on their interests, needs, and habits.

Affinity audiences can grant you a massive reach and increase your brand awareness on mobile. When used together, the combination of both affinity targeting and demographic targeting has been proven to have profound reach as shown in the findings below: 

– Higher levels of brand awareness

Adverts that utilized both demographic and affinity targeting better reached audiences that had prior awareness of the brand.

– More view-through rates

This is the number of clicks advertisers receive on their ads, divided by the number of impressions. The audience reached was more inclined to watch the ad rather than skip it.

– A 5% growth in relative lift in Ad recall

This was when it was compared to when the ads incorporated only demographic targeting alone.

With a least 80 unique affinity audiences on YouTube, consider combining affinity targeting with your demographic specifications to maximize the impact of your campaigns. 

Combine YouTube and TV

Powerful video ads are only as effective as the strategy used for their distribution. As such, it’s important to spread out your video ads across the platforms to reach as many people as possible and optimize the impact of your campaigns.

Research has revealed that video campaigns that incorporate YouTube and TV ads achieve much higher results. For example, it was found that that skippable ad formats were more effective in promoting brand awareness and ad recall from one paid view on YouTube and a single appearance on TV than when featured twice on TV.

The same research found out that advertising on both YouTube and TV can help increase your brand reach to people aged between 18 and 49 by at least 56%. This, therefore, explains why YouTube and TV are such a powerful combination that be incorporated in any marketing campaigns for maximum results.

It is our hope that the above pointers will help make it easy for you to devise an effective media strategy for 2017. As usual, if you need any assistance on digital marketing for your business, be sure to check with us here at 92 West and we’ll be quick to guide you. Contact us today at 402.620.2633!

Some Video Editing / Creation Tools!

There are litterally hundreds / thousands of apps that can do video editing…. so I’ve only listed a few that we’ve leveraged on the fly here.  They are quick, easy and cost under $10.00 each.

VidLab: Cool app that allows you to generate a slideshow or a video and has some nice in-app purchases available.
Adobe Spark Post: Easy to make animated gifs and marketing materials for any platform.
Abobe Spark Video: A great story telling app with a built in recorder to assist you promote any product / service.

Omaha Web Design

92WEST-OUR-WORK.jpg

Tips on Developming a Digital Marketing / Media Strategy for 2017

Digital Marketing Essentials for Developing an Effective Media Strategy

Statistics show that more people are watching online videos on YouTube and other related media platforms with the trend expected to grow even more throughout 2017. Thankfully, technology is making this even easier to implement through the use of standard professional software, but also through basic applications you can leverage on your smartphone or tablet. For this post, I’ve listed several effective ways in which you can utilize these opportunities and promote visibility for your brand or clients; which will promote growth!

Focus on Mobile

Despite featuring small screens, mobile gadgets can help to create deep and personal connections between brands and their intended audience. Frankly, research has shown that ads running on a smartphone / tablet can play quite a significant role in growing audience reach. In one of resent client campaigns, we found out that over 40 percent of its campaign’s reach came from audiences using mobile; and with specifying the audience’s prior purchase history we were able to maximize sales.

So, mobile ads can provide overwhelming results and should prominently feature in your media plan. 

Geofencing. Demographics. Online Purchasing Habits… it’s all there for you to take advantage of while you are planning your next campaign.

Please note that if your campaign doesn’t have a sound strategy for acquiring the lead / sale once they’ve been lead to the final landing page, your results (and sales) will reflect this failure… which brings us to optimizing your content.

Optimize Your Content for Your Audience’s Needs

One of the main strengths of 92 West lies in our ability to assist you pinpoint the audience that has shown the most interest in your brand.

For example, we found out that viewers are twenty-three times more likely to visit a brand channel, watch more of the brand, share videos of the brand, or subscribe to its channel if they completed a minimum of two ads; maximizing exposure and allowing for us to develop a control peice.

Popularity of content and engagement levels should, however, be considered by advertisers seeking to reach audiences interested in specific genres of content. Studies show that there’s a higher possibility for brand lift for adverts running more engaging content.

Brands can easily access YouTube’s most popular channels and their ardent fans since the channels are aggregated into lineups by Google Preferred, which also provides your digital marketing campaigns with additional reach. To optimize results on YouTube, Google Preferred, Facebook and Instagram should be used along each other.

Incorporate Affinity Targeting in Demographic Targeting 

An effective media plan should be able to help you connect with the right audience. And while targeting a specific demography is very important, factoring in affinity segments enables you to target people who are even more engaging and qualified, based on their interests, needs, and habits.

Affinity audiences can grant you a massive reach and increase your brand awareness on mobile. When used together, the combination of both affinity targeting and demographic targeting has been proven to have profound reach as shown in the findings below: 

– Higher levels of brand awareness

Adverts that utilized both demographic and affinity targeting better reached audiences that had prior awareness of the brand.

– More view-through rates

This is the number of clicks advertisers receive on their ads, divided by the number of impressions. The audience reached was more inclined to watch the ad rather than skip it.

– A 5% growth in relative lift in Ad recall

This was when it was compared to when the ads incorporated only demographic targeting alone.

With a least 80 unique affinity audiences on YouTube, consider combining affinity targeting with your demographic specifications to maximize the impact of your campaigns. 

Combine YouTube and TV

Powerful video ads are only as effective as the strategy used for their distribution. As such, it’s important to spread out your video ads across the platforms to reach as many people as possible and optimize the impact of your campaigns.

Research has revealed that video campaigns that incorporate YouTube and TV ads achieve much higher results. For example, it was found that that skippable ad formats were more effective in promoting brand awareness and ad recall from one paid view on YouTube and a single appearance on TV than when featured twice on TV.

The same research found out that advertising on both YouTube and TV can help increase your brand reach to people aged between 18 and 49 by at least 56%. This, therefore, explains why YouTube and TV are such a powerful combination that be incorporated in any marketing campaigns for maximum results.

It is our hope that the above pointers will help make it easy for you to devise an effective media strategy for 2017. As usual, if you need any assistance on digital marketing for your business, be sure to check with us here at 92 West and we’ll be quick to guide you. Contact us today at 402.620.2633!

Some Video Editing / Creation Tools!

There are litterally hundreds / thousands of apps that can do video editing…. so I’ve only listed a few that we’ve leveraged on the fly here.  They are quick, easy and cost under $10.00 each.

VidLab: Cool app that allows you to generate a slideshow or a video and has some nice in-app purchases available.
Adobe Spark Post: Easy to make animated gifs and marketing materials for any platform.
Abobe Spark Video: A great story telling app with a built in recorder to assist you promote any product / service.

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