An Easy-to-Understand SEO Overview: Search Engine Optimization

An Easy-to-Understand SEO Overview: Search Engine Optimization

 If your Lancaster County business wants a successful online presence, SEO, or Search Engine Optimization, is critical. Search Engine Optimization describes all of the strategies and tactics deployed to encourage search engines to rank your page highly against relevant search terms.

Many business people believe that if you’ve built a website, it’s already optimized for search engine rankings. However, few web programmers “automatically” include SEO in the project.

However, strong SEO tactics are an essential part of a successful website. SEO strategies increase your website’s visibility by helping your organization appear near the top of the search results.

How important is it to show up at the top of a search page? According to research from Backlinko;

  1. “The #1 result in Google’s organic search results has an average CTR (clickthrough rate) of 31.7%.
  2. The #1 organic result is 10x more likely to receive a click compared to a page in #10 spot.”

Not only will top-ranking businesses get more clicks, showing up at the top of a search page has many other advantages as well. Ranking at the top of an online search is a great way to increase brand awareness, build relationships with prospects, and position your organization as a leading expert and resource in your industry or community.

At first glance, showing up first seems almost impossible. After all, research reports that billions and billions of online searches are conducted every day. However, your company doesn’t need to show up in all of those searches. Instead, your organization must show up in the right searches. You want to get in front of people in your area who are looking for your services.

For example, if someone searches “Gas Grills for Sale near Quarryville,” they are looking for businesses that rank for those keywords. They don’t care about gas grills in London. Nor do they want to look at Automotive Grills in Quarryville. That’s why Google has spent so much time indexing location terms on websites (such as Quarryville, Lancaster County, or Pennsylvania) to make sure each person gets the results that match their needs and are located near them.

Once the search engine runs out of perfect options that match all the original keywords, it will start showing locations that are not so nearby (gas grills in Baltimore) or they’ll start showing you the next best options (charcoal grills in Quarryville.)

The only way Google and other search engines can achieve this type of decision-making is by gathering enormous amounts of data. Google continually evaluates billions of websites over and over, to develop algorithms that can select the most useful and relevant sites in each search.

Search Engines send code (called crawlers, spiders, or bots) to move through the internet to constantly evaluate and re-evaluate websites. And they start by analyzing the text on your site. Not only should your content match users’ search terms, but it must also be formatted in the correct ways. Your site must use keywords in the right places, formatted with the proper code, and mentioned at the optimal frequency. Too few keywords, and you won’t rank. Too many keywords, and you may get flagged for keyword stuffing.

Search engines want to make sure you’re hosting a credible, responsible site, with useful content. In addition to assessing text and images, they are also evaluating how your links work, if your site displays properly on desktop and mobile, how your site is designed and coded, the volume of your web traffic, where your web traffic comes from, the inclusion of images and videos, and much more.

Search engines intentionally use many different tactics to evaluate your site. They do this to make it very difficult to “trick” them into giving your site a higher ranking. In the SEO world, “white hat” SEO refers to people who are trying to get good rankings using honest, straightforward strategies. “Black hat” SEO refers to people who are trying to trick the system, bend the rules, or get people to their site using deceptive or unethical practices.

Filling your site with keywords in ways that interfere with readability, called keyword stuffing, is a black hat SEO technique. Showing one set of content to users, and another to search engines is another black hat SEO trick. Duplicate content, plagiarized content, or hidden content (cloaking) are all black hat techniques. Even poorly written or wildly outdated content can be bad for SEO (and they’re not great for your business, either).

To thwart black hat SEO practices, search engines change their methods of evaluation and their ranking algorithms regularly. Search engines can be secretive about the exact nature of these changes. SEO experts must keep up-to-date on ever-changing requirements to ensure that their clients’ sites meet search engines’ demanding and rather complicated requirements.

SEO Experts Use a Range of Techniques

Because SEO is complicated and every business is different, there’s no silver bullet that can magically change your search engine rankings. SEO is neither quick nor easy. Instead, it requires a slow and steady approach for long-term improvement.

Because no single process or tool can improve your search results rankings, digital marketers and SEO experts use a range of techniques. We explain some of them here.

SEO Starts With Keyword Research

Effective SEO starts with keyword research. In order to make sure your website shows up in the right searches, SEO experts start by examining the words people use when they do online searches for your products and services. The first step is identifying and researching a range of words, phrases, and search terms that people enter into search engines while looking for a similar subject. Sometimes this is one word, but more often it’s a set of phrases.

Using a variety of industry tools and techniques, SEO experts will determine which words and phrases are used most often by your customers, so these words and phrases can start being used in the right places on your website.

Mobile-Friendly Sites Boost SEO

More and more people are using smart phones as their primary internet tool. As a result, if your Lancaster County business has a website that was only designed to look good on desktop screens without paying attention to how it looks on mobile, then your site visibility is likely suffering.

If your site doesn’t adapt well to mobile, you may be losing a large number of potential customers. For this reason, search engines don’t want to promote sites that are incompatible with mobile. If you don’t make sure your site works on all platforms, you may be hurting your search engine rankings. Your site needs to look great on mobile, and be programmed in ways that benefit users and are search engine approved.

According to Google

“A non-mobile-friendly site requires users to pinch or zoom in order to read the content. Users find this a frustrating experience and are likely to abandon the site. Alternatively, the mobile-friendly version is readable and immediately usable.

“In the USA, 94% of people with smartphones search for local information on their phones. Interestingly, 77% of mobile searches occur at home or at work, places where desktop computers are likely to be present.

“Mobile is critical to your business – whether you’re blogging about your favorite sports team, working on the website for your community theater, or selling products to potential clients. Make sure that visitors can have a good experience on your site when they’re visiting from their mobile devices.”

If you’re not sure if your website is mobile-friendly, visit this Google site to get an instant (and completely free) evaluation.

SEO Doesn’t Work Without Website Optimization

Search engines send out crawlers to evaluate websites. If these crawlers can’t read parts of your site, they won’t index them correctly. That may mean your site ranks lower in searches. When digital experts work on website optimization, they make it easier for crawlers to find your website and index every part of it, so you can get the best search ranking possible.

SEO experts may recommend tactics such as improving page speed. Search engines have reported repeatedly that site speed is a critical factor when ranking websites. Large images, complicated graphics, or even programming can slow your site’s download time.

If you’re not sure how quickly your site is loading, visit this Google test site to get an instant, free evaluation.

Another way digital marketers can improve your search engine results is by making sure web crawlers can fully access and comprehend your website. Once your site has been analyzed and issues have been identified, digital experts then follow best practices in coding, structure, and content, to make it easy for crawlers to review and index your website.

Interlinking and Inbound Links Improve SEO

Crawlers will move through your site in unpredictable ways. They may come to the end of a page and stop, not find a link to another page, and leave. When this happens, only one or two pages of a website are indexed. However, digital experts can add links that lead to other parts of your site to make it easier for crawlers to evaluate ALL of your content. They can also create and manage off-domain links to improve your website’s authority and visibility with search engines, resulting in higher rankings.

Create or Optimize Meta Tags to Increase Visibility

Meta tags are the source code that describe pages. Sometimes they are visible, but often they exist primarily in coding. If your web development team didn’t specify meta-tags, they may have been automatically generated, often using a random combination of words and numbers, or even left blank. One of the ways SEO experts optimize meta tags is to work on title tags, the text you’ll see at the top of your browser. Search engines view this text as the “title” of your page, so it’s important to ensure that your meta tags contain relevant keywords and are unique to that page.

Get Found More Often with Local or Near Me Optimization

Many people search for nearby or “near me” businesses. According to research conducted by Google, 46% of searches have a ‘local intent’. This means that people are searching for stores, restaurants, banks, or entertainment close by. In fact, search engines often show local resources first, even if it’s not specified. For example, if someone in Lititz searches for a plumber, they are more likely to be shown plumbers in the surrounding areas, but plumbers from Philadelphia or even Boston may appear. However, if they search for plumbers “near me” the results will be limited to plumbers within a close radius.

An SEO expert can optimize your site’s code, structure, and content in ways that help you appear higher up in local-intent searches. One tactic is to help create or claim your business’s Google listing. This can help you gain the search engines’ trust with local information consistency and location optimized content. Another tactic is to expand your online business listings and create content that helps search engines identify you as a local business in the areas you serve.

SEO Provides More Benefits Than Higher Rankings

The wonderful thing about SEO, when done properly, is that there’s added benefits beyond simply increasing your visibility in search results. All the work done to add content throughout the website and to optimize your pages for relevant search terms also provides value to your customers. SEO can help your website guide visitors to take action, turning them into leads and customers at a higher rate. This also improves the result of all your other marketing efforts, providing you with more for your money.

SEO Success via Trust, Transparency, and Patience

In order for you to achieve improvement and lasting growth through SEO, you need to cultivate three elements in the relationship with your digital specialists, whether they are a hired agency or your internal marketing partners. Those key elements are Trust, Transparency, and Patience. SEO is a confusing process for many businesses with all the terminology, behind-the-scenes-coding, and the time it takes for results to be evident. Full trust and collaboration will lead to better content and the ability to adjust over time.

If you’re in need of such a relationship, then look no further than LNP Media Group. Our digital experts will not keep you in the dark. Instead, you’ll be involved in the SEO process every step of the way. You’ll know what we’re doing, when, and why. This includes monthly reporting and ongoing communication.

Not Sure if You Need SEO?

Many organizations believe that if you’ve built a website, it’s already optimized for search engine rankings. However, this is seldom true. If you’re not sure if your website needs SEO, we can provide a free evaluation. We’ll let you know what aspects of SEO are in place, and which areas need work.

Whether your new or you’re trying to earn and maintain the top spot on Google, every business can benefit from SEO. The results are in constant flux from search engine ranking algorithm changes and shifts in search patterns to the SEO efforts made by your competition, there’s always the need to improve your online presence. Let us help.

Don’t Have The Patience For SEO?

While we believe SEO is a critical part to online success, we also understand that you need customers in order to fuel your marketing budget. We offer other services that can provide immediate leads, such as Paid Search (also known as PPC) [link to PPC service page].

And, in fact, leveraging both PPC and SEO is the path that our most successful clients have taken in achieving their long-term growth. Let’s talk about a marketing plan that best suits your goals and your budget


What You Don’t Know About Advertising on LancasterOnline

What You Don’t Know About Advertising on LancasterOnline

Lots of people are confused by the array of online advertising options. And it seems like a new one pops up every month. Even experienced digital marketing experts can get overwhelmed trying to keep up with all the changes in online platforms and advertising tools. In the past ten years, businesses have had to learn about Facebook, Instagram, YouTube, Twitter, SnapChat, Waze, Google, and Pinterest, just to name a few.

With so many digital marketing opportunities available, the choices can be overwhelming. And with so much online activity, it’s easy to overlook local digital options. However, there is one online advertising option in Lancaster County that you won’t want to overlook.

Many businesses and organizations know that LancasterOnline is the digital companion to LNP, Lancaster, Pennsylvania’s daily newspaper. But fewer people realize that this digital arm of LNP can offer more news, information, and lifestyle reporting than any other website in the area.

Others are surprised to learn that, just like the LNP newspaper, LancasterOnline features reliable reporting on local and national news and issues. Like the print edition, it also includes home and lifestyle features.

Not only does LancasterOnline offer both subscribers and non-subscribers access to hundreds of informational videos and exclusive, online-only content, but it also provides an entire suite of innovative advertising tools.

Remember This One Thing

Even if you find that all of the tools and strategies we discuss in this article are hard to commit to memory, there is one thing that you make sure you remember;

We guarantee that your ads will be shown alongside compelling, credible content that you can trust. LancasterOnline maintains the same publishing standards as our sister print edition.

And unlike many of the other digital options bumping around, only LancasterOnline is backed with over 200 years of experience growing local businesses.

If you’re a business in Central PA, you should know that when you choose to advertise on LancasterOnline, our experienced media solutions strategists will help you create a digital marketing program designed to reach your best customers right here, right now.

Request a free consultation with our digital marketing experts.

Do You Know Who Reads LancasterOnline?

LancasterOnline is the most popular and well-read website and app in the area. In fact, LancasterOnline attracts over a million individual users every month, which includes more than 10,000 paid “all-access” premium subscriptions and over 30,000 downloads of our app.

Did You Know that Young Lancastrians Love LancasterOnline?

Yep, it’s true. 42 percent of our readers are ages 25-45. While the average age of people who consume print and broadcast news is getting older and older, LancasterOnline continues to attract younger and younger readers.

More than a fifth of our readers are 25-34. Another fifth is 35-45. That means that no matter which age is most important to your business, you can reach them on LancasterOnline.

Marketing Secret: Get More Lancaster County Customers To Your Door With Our Mobile Advertising

It’s no secret that mobile marketing is more important than ever. In fact, in 2019, Google reported that

“Mobile searches for ‘store open near me’ (such as ‘grocery store open near me’ and ‘auto parts store open near me’) have grown by over 250% in the last two years.”

Mobile devices in Lancaster, and all over the world, have become more than cameras and social media portals (and, oh yeah, phones.) Nowadays, these little pocket computers are referred to as smartphones. In fact, if you have an iPhone6 or better, you have more than 10x the computing power at your fingertips than the Cray-1 Supercomputer offered in 1976 (and the Cray-1 cost 8 million dollars.)

Our smartphones also feature location services that, when combined with the sophisticated algorithms of Google Business, make it simple for people to find businesses and restaurants in seconds. Smartphones are now the number one way shoppers find business locations near them.

With so many people spending time on their smartphones, it’s no surprise that more than 60 percent of LancasterOnline readers access our site via mobile. We make sure all of our ads and content are formatted to be mobile-friendly. That means it’s easy for people to read our information and click on our ads. All this comes together to make LancasterOnline an excellent advertising platform for retailers, restaurants, grocery stores, pharmacies, car washes, auto repair shops, auto dealers, health services, salons, health clubs, travel destinations, and much more.

Did You Know We Can Help You Build Your Databases?

If you’re a business that wants to build a qualified email or mailing list, LancasterOnline can help. Our media solutions specialists can help you develop online contests, digital sweepstakes, or interactive quizzes that will motivate potential customers to trade an email address for a chance to win a prize.

We’ve helped dozens of local businesses create quizzes and contests that drive opt-ins. And when your company offers your product or service as the prize or giveaway, you know that people who enter want what you’re selling. Your award acts as a lead qualifier, so every person who registers is a good potential customer. And, we handle opt-ins in a fully transparent manner. We are compliant with all privacy rules and regulations.

Did You Know All of Our Innovative Ads are Designed for Maximum Impact?

Every ad tool and space we offer on LancasterOnline is designed to be visible and attractive. We’ve developed ads and promotions that make people want to click on the ads and find out more about your business.

One of these unique ad offerings is the Homepage Takeover. If you’re looking to wow your customers and create a message that can’t be ignored, the Homepage Takeover ad package is for you. This exciting format places your ads in three different spots on the first page they see.

Ads are in three different sizes to add visual interest and excitement. Every ad is clickable so that it can link to your website or landing page. And you can use animation or insert video to add even more sizzle to your commanding ad presence.

Sliding Billboards are another interactive element that is highly visible and engaging. Sliding Billboards live at the top of the page, and you get full share of voice for that spot for 24 hours. Again, animation or video can be used. The reader sees your ad immediately, and the sliding programming creates motion, variety, and increases visibility.

However, some businesses have a story to tell and need more space to explain. If you want to go deep and give your customers a chance to learn all about your business, then Collaborative Content might be right for you. Our media specialist will recommend topics, or you can choose your subject. Our writing and design team then works to create professional articles that relate to your business or your newest offering. When you choose this type of advertising on LancasterOnline, you get a long-format, high-impact article that people all over Lancaster County will want to read.

Have you Tried Auto Marketing on LancasterOnline?

When you list in LancasterOnline’s Auto Section, your inventory will move quickly. We make it easy for users to find the car, truck, or SUV of their dreams. Motor Monday is a favorite of our print edition, and we also run it on LancasterOnline. When you combine print and digital publications, you get twice the exposure.

This is Not Your Father’s Recruitment Ad

Digital marketing has made it easier than ever to find the right people for employment needs. Our experienced recruitment media specialist marries our multimedia platforms with data from the Bureau of Labor Statistics to find people locally or nationally. The LancasterOnline team can also use geofencing, search engine optimization, email campaigns, and more to get you hard-to-find hires. Before you start your next hiring campaign, make sure to discover our full list of unique recruitment services here.

Do You Know How to Tap Into the Power of Digital Sponsorships?

Work with one of our media solutions specialists to find out if an online sponsorship with a prominent digital presence is right for your business. LancasterOnline regularly offers opportunities for a company or organization to become the sponsor of a page, event, or contest. In many cases, you can request to be the only sponsor in your category. With other opportunities, you may be able to secure sole sponsorship. Sponsorship features may include prominent logo placement, co-branded sponsorship name, your brand in ads promoting the page, event, or contest, ads on LancasterOnline, and more.

Our media solutions strategists will help you create a customized approach that makes sense for your business. When you become a LancasterOnline sponsor, you’re able to link your brand with credible content that people trust. And that’s good for business.

Reach Targeted Audiences With Our E-Newsletters

When you choose to run a sponsorship ad in one of LancasterOnline‘s e-newsletter, you get to choose among a selection of highly-targeted interests. LancasterOnline sends out daily or weekly emails to audiences who have requested email updates on breaking news, business, sports, food, entertainment, politics, obituaries, restaurant inspections, and more.

A monthly e-newsletter sponsorship offers clickable ads that can lead to an offer or to any page on your website. It’s an affordable and targeted way to reach people who have already told you what kind of information is most valuable to them. Our media solution strategists are ready to help you develop an advertising program that will ensure your brand and ads are seen in the places that matter most.

Are You Part of the LancasterOnline Business Directory Yet?

When you list your business on the LancasterOnline Business Directory, you can help your business’s digital presence grow in more ways than one. Not only will you become part of the Directory, but you’ll also create a complete business profile that could include business hours of operation, a list of payments your business accepts, social media links, events, images, Youtube video player, awards, and testimonials.

Links on LancasterOnline can also be a part of a good search engine marketing plan. Links from our website to your website are also a way to boost your SEO, which means your site may show up higher on Google searches.

If a Picture is Worth a Thousand Words, Imagine What a Video is Worth

If you want to stand out online, nothing works better than video. Media studies report that 85% of the US online audience watches videos. And if you want to reach young audiences, you should know that millennials watch more videos than other demographic groups.

But does video really persuade people to buy? Short answer: yes. About 64% of consumers say they have purchased after watching a branded social video.

Videos are great for entertainment, but they can also be an excellent way to show off properties, teach people how to use your products, position you as an expert, and even show people your retail space.

LNP Media Group, Inc. can help you write and produce high-quality videos designed to sell. And they are surprisingly affordable. Just talk with one of our media solutions strategists to get started.

Or try sponsoring one of LancasterOnline’s popular news videos. Not only are they placed on LancasterOnline, but they’re also shared on our Facebook and Twitter feeds, reaching 140K followers.

What You Don’t Know CAN Hurt You.

What you don’t know about LancasterOnline can hurt you, and it can hurt your business. If you’re not investing in LancasterOnline’s unique set of digital marketing advertising and sponsorship options, you may be missing out on the local audiences you need most.

Now that you know a little more about LancasterOnline’s wide range of advertising options, it’s time to set up a free consultation to talk about your business needs and to find a tool that will help you boost your business sales. While we already attract over a million unique users each month, as digital news becomes more and more popular, LancasterOnline continues to gain readers, visitors, subscribers, followers, and clout.

Let our team help you find ways to help you educate, persuade, or share. We can help you meet your marketing goals and reach your customers.


How To Create A Small Business Marketing Budget

How To Create A Small Business Marketing Budget

Creating a marketing budget can be tough. Small business owners know that marketing is a crucial aspect of success, but determining the right amount to spend and what services to spend on can be difficult. The goal is always for marketing to provide a net gain, establishing new leads and driving conversions while increasing brand awareness. The key to having a successful marketing budget is creating a sustainable marketing plan.

Define your goals

Marketing is an investment.  For it to be successful, a vision of what you want to achieve is necessary:

  • Align your marketing goals with your business’s strategic goals. This will help you determine the amount of investment needed.
  • Make sure the entire business’s vision is oriented towards the determined goal. Everyone needs to be aware of and on board with the direction the business would like to go.
  • Start to create a formal strategy. Determine how much you would like to grow; this will help you to decide what spend is right for your business.

Set a budget

Deciding on a budget that aligns with your defined goals is an important step—a budget that doesn’t match a vision can lead to an unsuccessful marketing campaign:

Create a plan

Once you have a set budget, deciding what works best for your specific business can be challenging. Marketing companies, such as LNP Media Group, offer affordable solutions and provide expertise to ensure that your marketing plan is a success:

  • Identifying your target market is key to deciding what channels you will use. Once you know who you want to reach you can decide on which digital, print, or other methods you will use. Make sure to balance short-term lead conversion with long-term investment.
  • Knowing your sales funnel is crucial to marketing success. Either extracting your own data or using data provided by a partner marketing company will make this process easier.
  • Remember to treat marketing as an investment, not a cost. Tracking your ROI will help you develop more effective marketing campaigns over time.

Implement your plan

Once you’ve developed a plan, it’s time to implement it. A successful plan will incorporate multiple channels meant to target specific audiences, while planning for both short-term lead conversion and long-term expansion. Tracking your results will create knowledge for increasing effectiveness of future marketing campaigns, ensuring that you will get the most for your marketing dollars. LNP Media Group creates customized marketing plans for all sizes and types of businesses, helping you reach the consumers you need to grow your business. Contact our expert marketing team for more information, assistance, or to chat about what we offer.

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.

LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences.


Content Marketing: How To Utilize This Increasingly Effective Marketing Strategy

Content Marketing: How To Utilize This Increasingly Effective Marketing Strategy

Content marketing is steadily becoming one of the most effective forms of digital marketing. With lower costs and higher rates of effectiveness, content marketing has become a staple of many advertising campaigns. Content marketing comes in many forms including video, blog-style posts, social media posts, how-to’s, tips, and more:

  • The purpose is to provide consumers with valuable information and engaging content with the objective of driving consumers towards a purchase and increasing brand awareness while building trust.
  • Consumers have become increasingly responsive to alternative forms of advertising.

Content marketing indicates to consumers that your business is a credible and trusted source, while providing transparent information that consumers find useful.

More than just information

Google’s most recent algorithm update maintained the already established standard that content marketing is heavily favored in search engine optimization (SEO):

  • With SEO becoming increasingly important, being able to provide quality, useful content has become one of the most important factors in search results pages rankings.
  • Compelling and useful content marketing can create consumer enthusiasm for your brand or a product or service.

Content marketing is a great way to attract new customers to your site and build trusting relationships with them. Increasing your website’s search results pages rankings is an added bonus.

The power of blog posts

One of the easiest, most effective types of content marketing are blog posts. Nearly any business can utilize these, relating them to their respective industry:

  • Blog posts inform consumers of useful information, tackle a problem, or discuss an issue while providing a solution through your business.
  • According to the Content Marketing Institute, small businesses with blog-style content marketing receive 126% more lead growth than those without.
  • Content marketing also has low up-front costs and deep long-term benefits allowing businesses to get the most out of their advertising dollars.
  • LNP Media Group offers collaborative content articles personalized to any business and industry, creating brand advertising that is seamlessly integrated into informative articles, sponsored by your business.
  • LNP Media Group also has skilled marketing copywriters on staff who can create custom blogs for your website.

Blog posts convey credibility and build trust through providing interesting and beneficial information to consumers. The affordability of blog posts allows businesses to stretch their advertising budgets while maximizing their marketing benefits.

Don’t forget about video

Video provides a different medium for content marketing and is an excellent channel for diversifying a marketing strategy. Video marketing goes hand in hand with content marketing:

  • Short video is now the preferred medium for receiving information for most Americans.
  • Content marketing provides up to six times more conversions than other methods. When combined with video, which also has increased conversion rates, businesses can maximize potential conversions.
  • LNP Media Group’s in-house video production team provides a variety of options that fit any business and budget, highlighting the best your brand has to offer. Contact us to learn more about our video production skills.

Stay ahead of the curve

Consumers are growing tired of repeatedly seeing the same ads. Diversify your marketing strategy with the addition of content marketing to build trusting relationships with customers and boost your overall marketing ROI. Contact LNP Media Group today to learn more about how our content marketing team can help your business grow!

LNP Media Group is committed to delivering exceptional experiences to our audiences, our customers, our vendors and our employees throughout Lancaster County and Central Pennsylvania. We provide value to our marketing and advertising partners by building effective and innovative solutions and by delivering exemplary customer experiences.

LNP Media Group is a division of Steinman Communications, one of the largest and most experienced communications companies in the Mid-Atlantic. Steinman Communications is an innovative, multi-channel communications company that delivers high quality news, information and entertainment to diverse audiences


Video Marketing Strategies for Businesses

Video Marketing Strategies for Businesses

Video is becoming the preferred way to consume information, especially on mobile devices, and this is important news for small business marketers. As consumers spend more and more time watching video online, they begin to expect the sight, sound, and motion it offers. Here are four ways to take advantage of this growing trend and make sure your business is getting the most out of video marketing.

Use video on Facebook and twitter to increase engagement

Using filmed message and stories in ads and posts is a great way to engage viewers and attract them to your posts:

Use video to improve your search engine visibility

Diverse media, which includes videos, is favored by search engine algorithms:

  • Google constantly adjusts its algorithm to give its users a meaningful experience, and video continually ranks high for user engagement.
  • As a result, this kind of content is often extremely prominent in search results.
  • Incorporating video into your media portfolio can help to increase your search engine visibility, benefitting any type of business.

Use video to encourage sharing

Have some tutorials you want to share? Know how to help consumers solve problems? Want to showcase emotional stories? Filmed spots might be your medium. Online users are more likely to share and re-share video than other forms of content. If you have a visual way to showcase your products, services, or expertise, consider using film to do so.

Teach consumers how to use your product

More and more people educate themselves through product reviews and blog updates before making a purchase decision:

  • Research shows that 64% of consumers make a purchase after watching branded social videos.
  • Giving consumers helpful advice on how to find the right size, order the right wine, or open the right type of bank account will lead them to your filmed spot and your business.

Want to know more?

All types of business can benefit from a smart online video campaign. LNP Media Group can help you strategize, develop and launch your ideas into spots that sell. Contact us to find out more about your video marketing options.