How to Target the Right Audience on Facebook

How to Target the Right Audience on Facebook

By Tiffany  Anderson   

If you don’t already know the value of Facebook advertising, it’s OK. The good news is that it doesn’t show any signs of slowing down in the near future. In fact, the ad manager platform frequently launches new updates intended to create a better user experience.

Businesses can now promote content with a few simple clicks but if you don’t understand the targeting opportunities beyond what boosted posts have to offer, you could be wasting money. We’ve collected a few stats from Facebook’s ad manager to give you a preview of the targeting potential in Lancaster County, Pennsylvania.

Facebook users in Lancaster County Pennsylvania

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Our infographic illustrates just a few of the 200+ targeting options businesses can use to increase their local reach. January reports showed that nearly 70% of the county’s population 18 years and older are active on Facebook. Before you assume this isn’t the right advertising tool for your business, the ad manager allows us to check the potential reach before spending any money. You may be pleasantly surprised by the numbers!

Here are the best Facebook targeting strategies every ad manager should take advantage of.

Custom Audiences

If you have a list of customer emails, upload them to your audience profile. This presents an opportunity to nurture your audience, develop brand loyalty, promote order frequency, and increase the lifetime customer value.

Lookalike Audiences

Who better to target than the friends of your current customers? You can create a “lookalike” audience from a custom audience, conversion tracking pixel, or business page followers. How does it work? First, Facebook scans the active accounts of the source to identify similar qualities based on demographics, interests, and behaviors. Then, those qualities are matched with the friends of the users from the source and curated into a new lookalike audience list.

Location Targeting

This is one targeting option that is pretty easy to overlook. Besides having the option to target locations by country, state, address, and mile radius; there is one selection advertisers should think twice about before starting their campaign. It’s that little drop down box beside the Locations field where “everyone in this location” is preselected. Depending on your business and/or offer, this may not be the most efficient way to spend. When you look at the drop down options (everyone in, living in, recently in, and traveling in this location), you may find at least one of the three groups that make up the default selection does not apply to your target audience.

A home cleaning business, for example, wouldn’t benefit by targeting people who do not live within their service area. A local attraction, however, would see value in targeting people who live in the area and are traveling near their location. In this instance, an advertiser can create different ads that are unique to residents and visitors.

Detailed/Layered Targeting

This is level audience targeting is not available in boosted posts so pay close attention because it can help save you money! There are so many scenarios where this hypertargeting tool comes in handy but let’s pretend we are marketing a new fast and fresh meal option to working moms with small children.

It’s not enough to simply add those selections in one layer because you won’t be targeting the right audience. Without narrowing your selections, you will be targeting all working moms no matter what age their children are and all moms with small children who may or may not be working.  Detailed targeting allows us to exclude or narrow selections to further define your most desired audiences.

Purchase Behaviors

Facebook’s partnerships with big data companies offer advertisers with a whole new set of targeting options based on the buying habits of users. From DIYers, coupon users, fashionistas and consumers of just about any type of product you can think of, there is bound to be a selection relevant to your offer.

Life Events

Some businesses, like jewelers, can benefit greatly from Facebook’s life events selections. Life events is a collection of user data that helps advertisers target people in new relationships, who are newly engaged, have an anniversary coming up, started a new job, and more. This feature gives us the unique ability to capture and convert customers at opportune times.

With the amount of information Facebook collects on their users, to say they know more about you than your best friend wouldn’t be totally far-fetched for some. As scary as it may sound, they are committed to transparency and respecting user privacy. Advertisers will never gain access to personally identifiable information of their target audience unless it is willingly submitted by an individual in response to a call-to-action campaign.

Are you ready to explore the opportunities Facebook has in store for you? Create customized ads for niche audiences, build better connections, and measure campaign effectiveness. For help getting started, contact us!

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.
The Secrets to Getting More People into Your Restaurant

The Secrets to Getting More People into Your Restaurant

Good Food Starts with High-Volume Marketing

You have great food. Your restaurant looks good. And you finally got the back of the house into working order. All you’re missing are the crowds of hungry patrons. While Lancaster County is famous for having more than its fair share of outstanding eating options, not all restaurants are experiencing the same levels of success.

With so many great options available for diners, Lancaster restaurants need more than word of mouth to keep momentum going. In this super-competitive marketplace, smart advertising can make the difference between busy kitchens and layoffs.

Start with Awareness MarketingEvery Thursday over 40,000 households turn to Entertainment Lancaster to plan their weekends.

You need to reach large numbers of people without paying a fortune. LNP Media Group offers a variety of media options developed especially for restaurants. In addition to vibrant newspaper options and the area’s most visited website, LNP Media also publishes several specialty publications that can also increase awareness. Each Thursday L
NP publishes Entertainment Lancaster, also know as EL, which is the area’s most comprehensive guide to weekend activities, destinations and events. Fly After 5 targets people in Lancaster County looking for exciting nightlife options, including restaurants, festivals and drinks. LNP Media Group also offers Spanish-language ads in LaVoz, the county’s only Spanish-language newspaper. There are so many ways to reach the patrons you’re looking for. We can help you make smart choices that make sense for your business and your bottom line. Contact us to find out more.

IFly Magazinenvest in Photography

They say a picture is worth a thousand words, but for restaurant owners, it may actually be worth more. Today’s restaurant patrons not only look at photos of food online, they may be posting some of their own! Make sure you supplement their amateur photos with a professional shots of your own. Lancaster County has dozens of young photographers who are both eager to work and affordable. Once you upgrade your food photography, your ads will work better, your social media will get more attention and the perceptions of your restaurant and its food will skyrocket.

If you’re not ready for a website, spend some time with your Facebook page.

Many restaurants skip the website, and honestly, in today’s digital universe, that’s okay. But it’s not okay to treat a Facebook page like a website. You can’t set it and forget it, or update it twice a year. Facebook pages require regular content. We recommend creating new posts daily. You should be promoting new menu items, changes in hours, talk about how you handle food allergies, features shots of guests and employees, and generally create a daily conversation. Facebook pages that look and feel like abandoned property reflect poorly on your establishment.

Advertise on Facebook and Instagram

A few years ago, Facebook purchased Instagram. Now you can place ads on both platforms that are geographically targeted. You can also refine your ad delivery by specifying people of a certain age, gender or interest. Want to promote new gluten-free menu items? Facebook and Instagram can send ads only to people concerned about gluten allergies. Have a pricey menu? Just send ads to higher income groups in Lancaster County. You may be surprised by the ease and cost of these new media. LNP Media Group’s experiences social media experts can help make the most of your campaigns by creating and placings ads, creating special promotional landing pages and even creating and monitoring content.

You Have Dozens of Marketing Options

LNP Media Group offers a variety of print and online publications. We offer a wide range of digital marketing tools and social media content and advertising opportunities. If you haven’t talked to an LNP Media Group representative lately, you may be surprised at how flexible and affordable our offerings can be. Contact us today and let’s get reacquainted.

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.

 

 

4 Smart Ways to Reach Lancaster County Brides

4 Smart Ways to Reach Lancaster County Brides

Try new strategies to reach this lucrative audience.

Lancaster County offers brides a wide range of on-trend wedding options. From customized engagement rings to reality-TV worthy cakes, engaged couples can get overwhelmed with choices. So how can your business stand out from the crowd?

1. I DO Bridal Magazine

I Do is produced in Lancaster County and highlights Lancaster County weddings and resources:

  • It offers the kind of information that is especially appealing to brides.
  • I Do is a bridal staple that offers local resources for venues, dresses, photographers, caterers and more.
  • I Do distributes almost 10,000 copies throughout Lancaster County twice a year, to a highly targeted audience of local bridal shops, the twice annual Something Used Wedding Flea Markets, and local wedding shows.
  • I Do is also mailed to every bride and groom who place an engagement announcement in LNP.

2. Direct Response Email

Today’s emails offer you highly targeted audiences:

  • Using our direct response email program, LNP Media Group can help you develop highly visual emails with offers built right in
  • We can also send emails to super targeted bridal lists in your market area, to help you get an exceptional return on investment

3. Social Media Advertising

No one loves social media more than Millennials. LNP Media Group can help you reach area brides through Facebook advertising, YouTube ads, and Instagram promotions. Contact a rep today to find out how affordable and effective social media advertising can be.

4. Paid search Advertising

Every time a bride looks for a new wedding resource, she is most likely to start on a search engine:

  • 75% of people online are unlikely to move past the first page of a search engine.
  • Paid search advertising (also called pay-per-click or PPC) are ads placed on the search engine results pages while people are searching for relevant terms like “bridal shops near me”.
  • When you run a paid search campaign you’ll capture the interest of your intended audience while they are in the mood to buy.

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.

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