Category Archives: Must Read

Power of Advertising

Unveiling the Power of Advertising

Among several concepts that can have a massive influence on the success of any business, advertising is among the single most powerful and notable. Quality advertising can put you head and shoulders above your competitors; and on the flip side, poor advertising (or a lack of advertising altogether) can set your company back in major ways, even if your products and services are superior to the competition.

At BWP Communications, we’re proud to serve as a top advertising agency in Salt Lake City, providing high-level expertise in programs ranging from digital marketing and website design to brand development services, print marketing and more. Here are some basic insights from our team of professional advertisers on the simple power of advertising, plus some of the ways businesses of all shapes and sizes can capitalize on effective advertising methods and boost their bottom line in the process.

Power to Establish Awareness

One of the single most vital elements to advertising is its ability to create brand awareness. For businesses looking to reach a wider audience or enter new markets, quality advertising can be the perfect tool for establishing recognition and credibility with potential customers.

For instance, if you’re opening a new restaurant in town, placing clever and attractive ads on Facebook or Instagram can alert potential customers of your unique offerings. Additionally, social media platforms allow for targeted advertising based on demographics such as location, age, gender and interests – making it more likely that your ad will be seen by those who are most likely to become loyal customers.

Power to Influence Buying Decisions

In addition to brand awareness, advertising also has the power to influence consumer buying decisions. When a product or service is advertised in an appealing way that resonates with customers, it can create a sense of urgency and desire for them to make a purchase.

For example, if you’re running an online store, using persuasive language and showcasing high-quality images of your products can make potential customers feel compelled to buy. Additionally, well-placed advertisements on popular websites or social media platforms can also increase the chances of a potential customer making a purchase.

Power to Create Long-Term Relationships

Effective advertising has the power to not only convert leads into sales but also create long-term relationships with customers. By consistently reminding customers of your brand and its offerings, advertising can help cultivate loyalty and repeat business.

Let’s say you’re a gym owner and you want to retain members while also attracting new ones. By advertising special promotions or highlighting success stories of current members, you can not only bring in new customers but also keep your current ones engaged and motivated to continue their membership.

Power to Enhance Credibility

Another major benefit of advertising is its ability to enhance credibility. When a business has a strong, consistent presence in the market and is seen as an authority in their industry, customers are more likely to trust their products or services.

If you’re a law firm looking to establish yourself as a reputable practice, investing in effective advertising can help build trust with potential clients. Showing off client testimonials, highlighting successful cases, and positioning your firm as a leader in the industry can all help boost your credibility and attract new clients.

Power to Bring New Info to the Table

Especially in competitive industries, advertising can be a powerful tool for staying ahead of the curve and bringing new information to potential customers. By highlighting unique features or offerings, businesses can stand out from competitors and attract new customers who are interested in their innovative products or services.

For instance, if you’re a tech startup looking to gain traction in the market, using creative and attention-grabbing ads can help introduce your brand and products to potential investors, partners, and customers. In addition, advertising can also be used to promote new product releases or updates, keeping current customers informed and excited about what’s to come.

Power to Attach Emotional Value

Finally, one of the most powerful aspects of advertising is its ability to attach emotional value to a brand. By using storytelling and appealing to customers’ desires, businesses can create a connection with their audience that goes beyond just the product or service being advertised.

For example, if you’re selling eco-friendly products, highlighting the environmental impact and benefits of your products in your advertisements can resonate with customers who value sustainability and conservation. As a result, your brand becomes more than just a product or service – it becomes an avenue for customers to make a positive impact on the world.

Effective advertising can have a profound influence on every aspect of a business, from increasing brand awareness and influencing buying decisions to building credibility and fostering long-term relationships with customers. By understanding and utilizing the power of advertising, businesses can truly capitalize on its potential and drive growth in ways they never thought possible.

At BWP Communications, we are passionate about helping businesses of all sizes unlock the power of advertising and achieve their marketing goals. Our team of experts has years of experience in crafting effective advertising strategies tailored to each client’s unique needs, and we are committed to helping our clients succeed in today’s competitive market. Contact us today to learn more about how we can help your SLC business thrive with the power of advertising!

target demographics digital marketing

Target Demographics for Digital Marketing

There are a number of terms that will be relevant for any business engaging in digital marketing programs to help boost visibility, and the realm of demographics is a top example. Understanding and catering to your main target demographics is a vital part of success in this field, and one that marketing professionals spend lots of time on.

At BWP Communications, we’re happy to offer a wide range of digital marketing services to clients around Salt Lake City, from web design to many others, and target demographics are a key consideration we assist clients with regularly. Here are some basics on what the term “target demographics” means, why it’s vital to be aware of your target audiences, and some ways of capitalizing on target demographics within your online marketing efforts. 

Defining Target Demographics

For those who are just learning about digital marketing, or are not yet familiar with this term, target demographics refer to specific groups of people that a business wants to reach through their marketing campaigns. These could include age ranges, genders, income levels, geographic locations and other factors that define certain groups of individuals. 

The concept of target demographics is closely related to the idea of a “target audience,” which refers to a broader group of people that a business may want to sell products or services to. Target demographics are simply a more specific and segmented version of this, honing in on key characteristics and traits that can be used to better tailor marketing messages. 

Why Target Demographics Matter

Target demographics are important for a few key reasons. First and foremost, knowing your target demographics allows you to create marketing campaigns that are more personalized and relevant to specific groups of people. This can help increase engagement, as individuals are more likely to respond positively if they feel like a brand understands their needs and interests. 

Another reason why target demographics matter is because they allow businesses to be more efficient and effective with their marketing budgets. By focusing on specific groups of people, businesses can avoid wasting resources on individuals who are unlikely to be interested in their products or services. 

Throughout your online marketing efforts, you can really think of target demographics as your compass, helping you stay on course and ensure that your messaging and tactics are aligned with the needs and preferences of the people you want to reach. 

Psychology and Target Demographics

While no one expects business owners or online marketing professionals to hold degrees in psychology, some basic knowledge of human behavior can be incredibly useful when it comes to understanding your target demographics. 

For example, certain age groups might respond better to visual marketing tactics, while others may prefer more text-based content. Some demographics may be more likely to purchase from a business they feel personally connected to, while others prioritize product quality over brand loyalty. These are just a few examples of how understanding human psychology can help inform your marketing strategies and better connect with your target demographics. 

Tailoring to Demographic Preferences

As you gain a greater and greater understanding of your target demographics, you can begin using this knowledge to tailor your marketing efforts in a more impactful way. For instance, if you know that a significant portion of your target demographics are avid users of social media, you can focus on building a strong presence on popular platforms like Instagram or Twitter. 

Alternatively, if your target demographics are mostly older individuals who may not be as active online, you may want to focus on more traditional marketing tactics like television or print campaigns. 

Building Trust With Target Demographics

Another key benefit of understanding your target demographics is the potential to build trust and loyalty with these groups. By consistently delivering messaging and marketing materials that resonate with their preferences, needs, and values, you can establish a strong rapport that makes it more likely for them to choose your business over competitors. 

Be Prepared to Adapt

One important fact about demographics: They tend to change over time. For this reason, it’s important for businesses to regularly reassess their target demographics and make adjustments to their marketing strategies as needed. By keeping up with changing trends and preferences, you can ensure that your marketing remains relevant and effective for the people you want to reach.

At BWP Communications, we believe that a successful digital marketing strategy starts with a deep understanding of your target demographics. Contact us today to learn more about how our team can help you craft a personalized and effective marketing approach that connects with the people who matter most to your SLC business.

ai digital marketing

How AI is Being Used in Digital Marketing

There are several modern developments that are making big waves in the world of digital marketing, and the increasing use of artificial intelligence (AI) is one of the most notable. AI programs are being used in more and more areas of the online marketing sphere, and providing value in increasingly creative ways for businesses of all shapes and sizes.

At BWP Communications, we’re here to offer a wide range of both physical and digital marketing solutions to clients around Salt Lake City and nearby areas, from web design and brand identity to many other services. Here are some of the many ways AI is being used for digital marketing today, and which you might consider for your business depending on your needs and budget.

Content Creation

One of the largest areas of growth in AI and marketing comes in the realm of content creation. While AI isn’t quite at the point where it can fully write articles or other forms of creative content, it’s definitely making strides in this area – and is doing so quickly.

For instance, programs using natural language automation (NLG) are being used to create simple news stories or sports reports. These programs take raw data, such as game stats or stock market information, and turn them into written articles that read like a human wrote them.


Another major area where AI is making an impact is in the realm of personalization. This has been a huge buzzword in marketing for years now, and AI is quickly becoming one of the best tools for businesses looking to create customized experiences for their customers.

With the help of AI algorithms, marketers are able to collect large amounts of data on consumer behavior and preferences. This data is then used to tailor specific offers, ads or even website content to individual users based on their interests and past interactions with the brand.


Chatbots are another popular use of AI in marketing, and they’re becoming increasingly common on business websites. These virtual assistants are able to handle basic customer service inquiries or provide information about products and services, freeing up human employees to focus on more complex tasks.

Not only do chatbots save businesses time and resources, but they also improve the customer experience by providing quick and accurate responses to inquiries. They also have the ability to learn from interactions, making them even more efficient over time.

Targeted Advertising

AI is also revolutionizing the way businesses approach advertising. With AI-powered ad platforms, marketers are able to analyze consumer data in real-time and adjust their campaigns accordingly. This means they can target specific audiences with personalized ads, leading to higher conversion rates and better ROI.

For example, perhaps a business wants to target women between the ages of 25-35 who are interested in fitness and live in a specific geographic area. AI algorithms can help identify these individuals and ensure that their ads are shown only to this specific audience.

Back-End SEO

Another area where AI is making a big impact is in search engine optimization (SEO). With the help of AI-powered tools, businesses are able to analyze large amounts of data and identify areas where their website can be optimized for better visibility on search engines.

These tools use machine learning algorithms to continuously gather data and make real-time adjustments, improving a website’s SEO performance over time. This means that businesses can stay ahead of the ever-changing search engine algorithms and ensure their website is always optimized for maximum visibility.

User Experience

For businesses with e-commerce websites, AI is being used to enhance the user experience and increase conversions. For example, chatbots can assist customers with product recommendations based on their browsing history or make personalized upsell offers during checkout.

AI-powered visual search tools allow customers to take a picture of an item they like and find similar products on the website. This not only improves the shopping experience for customers but also helps businesses increase sales.


Finally, AI is also being used to improve customer relationship management (CRM). With the help of AI, businesses can analyze customer data and behaviors to identify patterns and predict future actions. This allows them to tailor their marketing efforts specifically to each individual customer, increasing loyalty and satisfaction.

AI is here to stay in the world of digital marketing and will continue to evolve and provide innovative solutions for businesses. As technology advances, we can expect even more exciting ways that AI will transform the online marketing landscape.

At BWP Communications, we stay up-to-date on the latest trends and technologies to ensure our clients receive the best results. Contact us today to learn more about how we can help your SLC business thrive in the digital world!

landing pages benefit website

How Landing Pages Work and Benefit Your Website

There are a few different kinds of pages that often comprise successful websites in the online marketing world today, and one type that cannot be ignored here is the landing page. But what exactly is a landing page, and what needs to go into it for it to be successful as part of your larger website design?

At BWP Communications, we’re here to offer a wide variety of both print and digital marketing services to businesses around Salt Lake City, including web design solutions. For those who are just entering this world, here are some basic facts on landing pages – what they are and why they’re so vital for many business websites, their common elements, and some of the main benefits they offer.

Defining Landing Pages

For those who don’t know, a landing page is simply a web page that is designed to be the entry point for a website. Often, this is where people will first land when clicking on a link from somewhere else – whether it’s an email or text message, Google search, or any other external source.

Landing pages are often used as part of larger marketing campaigns, and they should never be confused with homepages, which act as more of a general introduction to the entire website. Instead, landing pages are more focused on highlighting one specific marketing message and/or product or service that you’re offering.

What Landing Pages Do

Landing pages have a few very specific purposes:

  • Targeting a specific audience: By using keywords and other elements that are likely to be of interest to a certain demographic, landing pages can help draw in a more relevant audience.
  • Giving the audience an offer or cue: Landing pages are designed to give the audience an incentive to take action, whether it’s signing up for services or making a purchase.
  • Gathering information: A key component of successful marketing is tracking and analyzing user behavior – and landing pages can be used as part of that process by prompting visitors to provide valuable information. They will often contain things like lead forms, surveys, and other forms of data gathering.

Benefits of Landing Pages

There are many reasons why it’s worthwhile to invest the time and resources into creating effective landing pages for your website:

  • They can help increase conversions by guiding visitors to take a certain action – such as signing up for a newsletter or making a purchase.
  • They’re also great for creating an online presence: building credibility and engaging potential customers.
  • Landing pages can also be used to measure the success of marketing campaigns, as tracking data from these pages will give you a better understanding of what works and what doesn’t.
  • They’re easy to develop targetted messages for: By creating different landing pages for specific products, services, or promotions, you can easily tailor your message to the right people – without having to update your entire website.

Common Elements of Landing Pages

While these can vary slightly, here are some of the most common elements found in landing pages:

  • Main headline: This should be short, punchy, and attention-grabbing in order to draw the viewer in without too much effort.
  • Supporting images or videos: Visuals are often very effective at helping get a point across quickly – so consider adding relevant visuals that will help communicate your message.
  • Clear copy: Your copy should be clear, concise, and persuasive in order to draw the user in.
  • Call-to-action: This is an essential element that will prompt viewers to take action – whether it’s signing up for a newsletter or making a purchase.
  • Lead forms: As mentioned above, these are great for gathering information from visitors – such as name, email address, and more.
  • No other navigation: The whole point of these pages is to get viewers to take a single action – so it’s best to avoid any other navigation elements that could lead them down a different path.

By keeping these elements in mind, you can create a landing page that is both effective and successful – helping to increase conversions while also gathering valuable user data.

Landing pages can be relatively straightforward for those with some web design knowledge – but if you want it to really stand out, it’s worth investing in professional solutions. At BWP Communications, our team of experts are here to help create custom landing pages that will take your website to the next level – so don’t hesitate to get in touch with us today about this or any of our other print and digital marketing services for clients around SLC.

understanding audience motivation advertising

Understanding Audience Motivation in Advertising

There are several key factors that will help define any brand or business’s success in the advertising realm, and one that cannot be overlooked is that of audience motivation. Knowing how your target audiences are motivated and what will encourage them to interact with your brand in positive ways can make a massive impact on your bottom line.

As one of the top marketing agencies in Salt Lake City, we at BWP Communications regularly assist clients with concepts like branding and research, and audience motivation is a key part of these programs. Here are some basics on why understanding your audience and their motivations is important, plus some common pitfalls brands fall into here and some best practices for this kind of audience research.

Why Audience Motivation is Vital

Firstly, let’s discuss why understanding audience motivation is such a vital element of any successful brand or business. Put simply, if you don’t know how to make your target audiences care about what you offer, then it’s almost impossible to get through to them.

Knowing the ‘what’ and ‘why’ behind their decisions – what product they need, why they need it, etc. – enables brands to understand the best way to approach them. It’s like telling a story – if the audience isn’t invested in it, then they won’t care about what you have to say or sell.

Common Pitfalls

When attempting to determine an audience’s motivations, one of the most common pitfalls brands fall into is not diving deep enough into their research. It’s not enough to simply know who your target audiences are and what they’re interested in; you also need to understand why that is – why do they have those interests, their stance on certain issues, the messaging that resonates with them?

It can be easy to overlook important details like this if you don’t take the time to truly get into the nitty-gritty of their opinions and preferences.

Finally, let’s discuss some best practices for determining audience motivation across our next several sections.

Know Pain Points

The term “pain points” refers to the problems that your target audiences face and what solutions they’re looking for. If you can identify these pain points, it’s easier to determine why they need your product or service – and how to make them take action.

By understanding their struggles, you’ll be able to tailor messages more effectively and ensure that they understand why what you offer is important to them.

Strive for Feedback

In whichever ways possible, try to get feedback from your audience. This could be done through surveys, interviews, polls – whatever works best for you and your target audience.

Not only does this give you invaluable insight into what they want and need from your brand or business, it also shows that you care about their opinions. That in itself can help motivate more people to interact with your company.

Be On Top of Common Terms and Jargon

Within your target audiences, there may be terms and phrases that they commonly use. And if you don’t understand these, it can be tough to convey a message effectively.

So make sure you do your research – consider reading industry-specific publications or joining local meetups to gain an understanding of the language typically used by your target audience. That way, when it comes time to craft messages, you’ll be able to do so in a way that resonates with them.

Value of Desirable Content

While this is only tangentially connected to your target audience’s motivation, it is ultimately related to the overall goal of engaging with them.

Providing valuable content that people find desirable – such as blog posts, videos, articles, infographics and more – can be a great way to draw in an audience and show them why you’re worth interacting with. This also helps to build trust over time, ensuring that your target audiences will be more likely to come back in the future and even recommend your brand or business to their friends.

Overall, understanding the motivations of your target audience is a core part of any successful brand or business. Knowing why they care about what you offer can help you tailor messages more effectively, increasing engagement and ultimately leading to more conversions. Utilizing methods like understanding pain points, seeking feedback from your audience, being mindful of terms and jargon they use, and providing valuable content are all great ways to understand and engage with them in meaningful ways.

At BWP Communications, we make sure to incorporate audience motivation into all the brands and businesses we work with around SLC. If you’d like help doing the same for yours, don’t hesitate to get in touch – our team is here to help!

website management vital digital success

Why Website Management is Vital for Digital Success

As anyone who has been in digital marketing for any appreciable period of time can tell you, online marketing is not a one-time thing – it’s a constant process that requires regular attention. One great example is your website, where just building a great site is only one piece of the puzzle – you also have to ensure your website is managed properly at all times.

At BWP Communications, we’re here to offer not only web design services, but also many other forms of online marketing that include website management, social media strategy and more to clients around Salt Lake City. Here are some basics on what website management is and its key tenets, plus some of the major reasons why it’s so important and should be attended to throughout the life of your website.

Defining Website Management and Its Key Tenets

For those who are just learning about it, the term website management refers to the regular maintenance and upkeep of a website. This includes a number of specific activities, such as ensuring content is up to date and fresh, responding promptly to client inquiries and comments, monitoring for any technical issues or other errors that need attention, managing hosting accounts, etc.

It essentially encompasses all those small but important tasks related to keeping your website running smoothly. Some of the most notable forms of website management include:

  • Content management: Ensuring regular updates to your website content, such as blog posts and new information pages, is vital for managing your website. You need to have a plan for creating and refining content, as well as periodically revisiting older content.
  • Technical management: Keeping up with the ever-evolving technical aspects of website design can be challenging, but necessary to ensure your site is running as it should. This includes things like staying on top of security patches and updates, managing hosting accounts, troubleshooting and more.
  • Website support: Website support refers to responding promptly to any issues or inquiries from users. This can include anything from customer service requests to site errors and beyond – it’s important that you have someone in place who is available to help clients when they need it.

Why is proper website management so important? Our next several sections will look into this.

Avoiding Downtime or Other Site Issues

For many businesses, any form of website downtime or errors can result in lost revenue and dissatisfied customers. It’s important to have someone in place who is monitoring for any issues so they can be addressed as quickly as possible.

For instance, if your hosting provider experiences any sort of issues, you’ll want to be aware of them right away and act accordingly. The same goes for any errors on the site itself – if something isn’t working properly, it’s best to address it quickly before it becomes a bigger problem.

Maintaining an SEO-Friendly Site

Search engine optimization (SEO) is an important part of any online presence, and proper website management is essential for ensuring your site remains SEO-friendly. This includes regularly updating content with relevant keywords, optimizing images for faster loading times and more.

Let’s say you have a large website with many different pages. If some of those pages are not regularly updated or optimized, it can have a negative effect on your overall SEO ranking. By having someone in place who is managing your site, they can ensure that all of the pages stay up to date and optimized for maximum visibility in search engine results.

Providing a Positive User Experience

Proper website management is also essential for providing users with the best possible experience. If your site is not managed correctly, it can lead to slow loading times, broken links or other errors that frustrate users and push them away.

By having someone who is actively monitoring and managing your website on a regular basis, you can ensure visitors (and potential customers) have a positive experience when they visit your site. This is especially important if you’re running an ecommerce business, as it could be the difference between gaining or losing sales.

Boosting Traffic

Finally, proper website management can help boost traffic to your site by making it more visible in search engine results. By regularly updating content and optimizing images, you can make sure your site is optimized for search engines and showing up when people are searching for related topics. This in turn helps drive more organic traffic to your site, which can lead to more leads and sales.

In conclusion, proper website management is essential for any business with an online presence. By ensuring your site is regularly updated and monitored, you can avoid downtime or other issues, maintain a positive user experience, boost traffic and ultimately increase leads and sales. With the right tools in place and an experienced team managing the process, you can rest assured your website is running smoothly and efficiently.

At BWP Communications, our experienced team of website managers can ensure your site is running smoothly and efficiently at all times. From managing hosting accounts to troubleshooting issues, we have the knowledge and experience needed to keep everything running smoothly. Contact us today for more information about any of our digital marketing or print marketing services for clients around SLC.