What Is 97th Floor?
97th Floor is an award-winning digital marketing agency. According to the agency, the company is defined by spectacular people that work with them. It offers capabilities across a wide range of strategy, creative, and production services that clients need.
97th Floor Services
97thFloor offers capabilities across a wide range of strategy, creative and production services. An ultra-talented in-house team who also play well with other agencies and love to collaborate with client partners.
Similar to A/B testing, multivariate testing is a form of split testing that allows you test more variations at once. This gets you to the key insights you need at a faster rate. We'll create a statistical hypothesis and apply several variations to your page(s) that will ultimately show us which design gets the user closer to your end goal.
The goal of marketing automation is to nurture your contacts with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. Nurturing is meant to help educate your leads and educate them until they are ready to buy, not be sold. Understanding your buyers journey, and mapping lead nurturing to that is key to your success.
A picture is worth a thousand words. And when it comes to digital marketing, they may be right. Web graphics help your brand speak to your customers with more than just words. Our experienced designers understand the science behind the aesthetic, and know how to turn your marketing strategy into a work of art.
Humans are social animals, and we expect the businesses we patronize to be social too. This means keeping up with social media across a variety of platforms — something you probably don’t have time for. But we do. Whether it’s Facebook, Instagram, Pinterest, or even Quora, we know how to keep your campaigns on the cutting edge. And if your business means business, consider us your LinkedIn experts.
By building content around your customers’ interests, you can ensure better traffic and improved conversions. But first, you need to identify exactly what it is your audience is looking for, and that means you need powerful keyword research from 97th Floor. Our keyword research takes into account your competition/industry keyword ranking data along with your own domain’s keyword ranking data. It then factors that against a keyword’s average monthly search volume, difficulty to rank, and cost per click bid. The end result? You get the inside scoop on the keywords that keep customers coming back for more.
97th Floor Case Studies
Moz said it best. “Playing it too safe is...a great way to remain somewhere in the middle. Almost everyone likes the middle. Nobody loses their job in the middle. Customers come and go at a steady rate in the middle. Nobody boycotts the middle.”
The brands below have pushed past the middle and completely opposed branding expectations in their industries by standing out from their competitors or redesigning their old identity—and it’s paid off in spades. Oatly
“If you always just try to sell, then you’re predictable. You’re every other brand and company out there.” —Michael Lee, Oatly Creative Director. Oatly stands out—we all saw the controversial SuperBowl commercial. The alternative dairy brand embraces unapologetic fun while still communicating its core values.
In contrast to pristinely-edited articles that Washington Post is known for, the news brand’s TikTok is full of messy, imperfect content. That’s because on a platform that values fresh content, frequency is more important than polished branding. The Washington Post is investing in avenues and audiences that will become crucial to its survival as it grows. Who knows—TikTok may be the primary news channel of the future. Take the Risk — Be Bold
No matter the industry, each of the brands above have challenged standards and risen above. They’ve branched out creating better spaces for their consumers—but certainly not without risk. So now it’s on you—what risks are you willing to take for your brand?
We’ve very excited to announce CharityLabs to the world! While launching massive-scale marketing campaigns has been our business for over 16 years, it has never been our mission.
CharityLabs is our charitable arm with a mission to find new ways to use technology for good.
This year, we’ve built the first-ever charity-matching engine to connect people with causes they care about. For years, 97th Floor employees have selected charities to receive their company-sponsored donations, giving the team the opportunity to learn about new causes, find greater empathy, and gain awareness of brave organizations driving change in the world. CharityLabs is the next stage of this tradition—built for the public. To get started, you’ll take the “Charity Quiz”—a series of questions that will identify your philanthropic goals. You may want to focus your efforts and donations on addressing Climate Change. Or maybe you’ll want to contribute to organizations that address inequality. No matter your goals, CharityLabs.com can help you find charities that deserve your attention.
Sell 60,000 tickets and you fill a stadium for an afternoon. Create 60,000 memories and you'll fill a stadium forever.
Experiences become memories, memories become traditions and experiential marketing is the way to create an emotional bond with customers that pulls them back to your brand over the competition again and again.
Pro sports teams live and die not by their teams’ records, but by their ability to create experiences that begin long before kickoff and continue way after the stadium has emptied. They create fans, not customers.
We’re here to say that experiential marketing is for every industry. While your marketing will be specific to your brand, we’ve pulled three principles from pro sports marketing to help you convert customers into loyal brand fans.
We should never assume we know why someone came to our websites or their purposes for joining in the experience. Every time we make assumptions, we limit ourselves and miss opportunities for our customers, putting time and energy in the wrong places. Capture and Capitalize on Momentum
With only .9 on the clock, Deandre Ayton scored a game-winning alley-oop against the Clippers during the Suns’ 2020-2021 season. Being hyper-engaged on social media, the Suns’ social media team quickly recognized an opportunity to capitalize on the excitement surrounding the play. New “Valley-Oop” shirts were announced on their social channels that night and available for purchase the very next day. No one could have predicted the alley-oop, let alone prepare t-shirt designs. But the Suns were ready—they took an awesome on-court experience and memorialized it for the fans. Alright 97th Floor, Stick to Marketing
Pro sports marketers have an obvious edge in creating customer experiences—their product is literally an experience—but their playbook is written for every brand in every industry. A stronger focus on experiential marketing truly can turn your brand observers into lifetime, loyal fans.
SEO optimizations aren’t prioritized by the development
SEO optimizations are deemed impossible because of site structure or templated/programmatically-generated pages
The development sees getting pages live as what they need to do for SEO, but nothing more
From the perspective of the development team, they may have had new SEO leaders every few years, each with a laundry list of “urgent” changes they need to be fixed. Alternatively, they could have the same SEO leaders consistently for years but due to algorithm/industry changes, the strategy changes frequently. It can be exhausting for them.
Validate what’s been done. Have a retrospective view of all the changes to understand how to adjust your priorities.
Make sure SEO is considered for all future content creation. If SEO can be considered during creation, less of your time is eaten up going back and making fixes. Gilliland shares a counter point, “Don’t ignore the technical aspects of SEO with the sole focus on content. You can produce the greatest content in the world, but if someone can’t load it, what good is it?” When you have millions of pages on your website, it’s going to be impossible to rank for every page. Gilliland says, “You don’t have to have every page on your site ranking and Google crawling it all the time. You’ve got to define the things you want to rank for and make it clear what you want Google to choose for those keywords.” Rely on data to direct your decisions for what to prioritize. Then when you get the question of, “why aren’t we ranking for…[insert keyword]” you can confidently explain the strategy of targeting what’s most important.
Hiya is a SaaS voice performance platform that reduces spam calls and provides extremely impactful caller ID services to enterprises. We fed various AI machines content prompts for Hiya and gave the exact same prompts to the content team on the 97th Floor.
Yes, AI can speed up our processes—but we want more from it than efficiency. We want AI to help us create better content. There’s so much discussion about improving AI content, but could AI also teach us a few things? We posed this idea to Kate Bradley Chernis, and she shared two cases where Lately’s AI did just that.
Laura Smouse admits that “Humans are very bad at consistency. Humans think if they have a script or a pitch that they use that they deliver it the same way every time, or that their follow-up is at the same intervals and we’re actually pretty bad at understanding if we’ve done that.”
AI can help solve this problem in your content, building coherence across all of your content so that your audience recognizes and trusts each piece you create.
We talked to Deborah O’Malley about all this. She is the founder of GuessTheTest, an A/B test case study resource focused on helping digital marketers increase conversions and get new ideas and insights from testing. She says, "In CRO testing, your chances of guessing the right test are about equal to guessing the correct side of a coin toss. Don’t make assumptions.” Feel better? We all love our biases and assumptions, but we’re with Deborah. You need to rethink yours.
Most Conversion Rate Optimization (CRO) is done to increase the conversion rate of a SaaS sign-up form or an e-commerce product page. It involves taking a critical page or conversion point, creating 3-5 variants of that same page (each with one single tweak), using a tool like Google Optimize or Optimizely to run live traffic to each of those variants, and then discovering the "winner."
CRO - done right - enables marketers to step out of their biases and actually begin to understand their customers. Still, we’ve found that CRO is largely neglected. Econsultancy reports that 50% of companies value CRO as a crucial part of their marketing strategy, but that only 1% are very satisfied with their conversion rates. Guess the Test shares, “The average conversion rate hovered around 3% in 2020. That means of 100 visitors coming to your website, only 3 out 100 are taking the desired action you hope they’ll perform, like purchasing your product.”
97th Floor Mission
As a company, we commit to Pledge 1% – of revenue, resources, and time to movements and missions that matter. Inspired by Salesforce Chairman and CEO Marc Benioff, we took the pledge in 2015, and haven’t looked back since.