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.
How to Drive More People to your Website

How to Drive More People to your Website

 

Whether your website sells goods or services, it’s essential to always increase your website traffic and expose your brand to more people. The more traffic you have to your website, the better your chances are of making more sales and staying ahead of your competition. Digital marketing offers a variety of initiatives to help you reach more of your targeted audience, therefore, increasing your website traffic.

Social Media

Social media is a robust platform for connecting and engaging with an audience. Being active on your social media accounts will contribute to how successful it is for you. Include your website information in all social media profiles, as well as providing direct calls-to-action to visit your website in at least 10% of your posts.

Though organic posting is important, putting some money into Facebook paid advertising can especially drive better, more qualified traffic to your website, while also reaching users that aren’t already following or participating in your social media groups. But first of all, you’ll want to develop a strategy before you start promoting posts. Understand the type of audience you want to target, your call to action, ad content, retargeting, etc. All of these factors will aide in the amount of volume you can expect to receive.

Search Engine Optimization (SEO)web-traffic-blog-image

SEO is more than fitting in keywords here and there; it’s the process of increasing your website’s visibility in search engine’s organic results through optimizing your pages with keyword phrases people are most likely to search for. When you do a Google search, do you normally go past the first couple result pages? The answer is probably no, so why would potential customers?

A few methods to improve your website’s organic search results may include updating existing content, optimizing images and incorporating backlinks or inbound links.  

Email Marketing

While email marketing has been around for years, it is still one of the strongest ways to engage potential and current customers. Your email must give people a captivating reason to subscribe (contests, giveaways, insider information, etc.) and then repeatedly send great content so they don’t unsubscribe. Encourage them to return to your website on a regularly by showing them what’s new — whether it be blog posts, a new product, newsletters, videos, etc.

If you need help driving more traffic to your website, contact us. We’ll help you determine which digital marketing tactics are best for you.

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.

 

Go Local: How to Drive More People to Your Auto Lot

Go Local: How to Drive More People to Your Auto Lot

In today’s automotive retail world consumers have more information and options than ever. Whether it is new or used, car or cross over, even how far they are willing to drive to save a few dollars are the options they have. It can certainly be overwhelming to both dealers and consumers. Making your advertising stand out, not just from your competitors but the manufacturers and the ever growing volume of third party sights, seems like it is becoming increasingly more difficult to do. 

So what can you do to be the shining star and drive more traffic to your website and into your local showroom?

Use Social Media

One of the simplest and most consumer engaging advertising tactic is Social Media. On average 22% of internet time is spent on Facebook by Americans, that’s double the amount spent on Google and YouTube combined. Facebook is still the leading social media platform, by wide margins, and continues to grow every year. Over 40 million Facebook users are in the 18-24 age range and an additional 128 million are over the age 25. That means more than 55% are between the ages of 25 and 55.

Paid placement advertising on social media is a great option to get your message in front of your customers in Central PA. You’ll want to be sure your ad directs them to a landing page that is especially relevant to your message or offer; therefore, making it as simple as possible for them to transact with you.standing-out

Retargeting

You know people are visiting your website, whether it is direct traffic, referral traffic from 3rd party sources like AutoTrader or Cars.com or even from existing advertising. But then they leave and you become out of sight, out of mind. Retargeting is a form of marketing in which you target users who have previously visited your website. “Remarketing” or “Retargeting” ads allow previous site visitors to be subtly reminded of that shiny red convertible or perfect used truck they looked at. You even have the ability to present a unique special offer for previous visitors only without them knowing you’re targeting them specifically. This has been a mainstay in the arsenal of online retailers for several years, allowing them to even be as specific as serving an ad to you for the exact piece of merchandise you looked at.

Animated Display Ads

Create display ads that incorporate multiple vehicles or even add running footage of that all-new SUV and you’ll most definitely attract the attention of those that have become blind to all the standard ads; motion is eye-catching. Even using still images with vehicle specific info, like “Class Leading Fuel Mileage” or “Most Awarded Sedan” combined with special offers in one single animated ad creates awareness and most of all, a reason to engage with you. Your branding message becomes integrated with your lead generation. While your competitor is advertising one car with just a lease payment and one stock photo, you have the car in motion and also touch on multiple hot points for different consumers.

Reach More for Less with Targeted Emails

Car Salesman Invites Customers at Showroom.

Today’s targeted email takes email to a whole new level. Furthermore, offering the ability to target not just by zip codes or specific vehicle makes, but also with trigger points in life such as in-market consumers, specific income levels, etc. Targeted email campaigns are much easier to track engagement and allow you to combine programs like retargeting ads. With targeted email campaigns, you can even do a secondary send to those that opened or clicked through to your website to give that extra push it sometimes takes to get the customer through your doors. Email is opened when your customer wants to open it – therefore, putting your message in front of them on their time frame.

LNP Media Group can reach your target audience in Lancaster County with our many digital advertising efforts. Contact us if you’d like more information on auto marketing.

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.

 

Go Local: Holiday Marketing for Lancaster Small Businesses

Go Local: Holiday Marketing for Lancaster Small Businesses

Make This Your Best Holiday Selling Season Ever!

It doesn’t matter what the thermometer says; the holidays are right around the corner. It’s time for your business to start thinking about how to make the most of the busiest season of the year. Make sure you’re prepared for the rush by mapping out a solid holiday marketing plan.

According to an Experian Marketing Services survey on holiday marketing, almost half of the marketers surveyed reported they’ll launch their first holiday campaign before Halloween. That means that now is the time to develop marketing strategies to help your Lancaster County small business get ahead of the competition.

Promotions and Giveaways

It’s no surprise that people are looking for deals during the holidays. Creating special sales, giveaways, coupons or offers is a smart strategic plan to extra attention for your business during the highly competitive season. Develop a list of deals and offers to promote throughout the season. You may want to create themes for your deals that continue throughout the season, to make your promotions more memorable.

Of course print is a great way to promote deals, but social media and digital ads can provide a super-targeted way to spread the word about promotions and giveaways. A strong social media campaign with compelling graphics and relevant content will get your deals noticed. You may even reach new customers in Central Pennsylvania.

Techniques such as retargeting and geo-fencing allow you to run ads online on apps or websites people are already accessing every day. They’re a smart, affordable way to expand reach and help your campaigns reach its full potential.

Get Involved

The holiday season is all about giving. So give some of your time, services or goods to a local charity. While some businesses may be too busy to give back, those who share their wealth get noticed. Contributing to charitable causes establishes your business as a vital part of the community. The holiday season iholiday giftss traditionally linked with charitable contributions, so it’s an especially important time to play up your business’s role in lending a helping hand in your community.

The Power of Print

Don’t overlook the potential of a strong print campaign. LNP Media Group offers a variety of publications that provide a great outlet for all things local. Print advertising is ideal for showcasing visual merchandise or for promoting special offers.

According to Fortune, Thanksgiving is the best day of the year for deals. Since most will be making their holiday shopping plans around that time, advertising in LNP’s Thanksgiving issue is a sure way to get your holiday deals noticed.

LNP Media Group can reach your audiences through print or digital media. Don’t miss out on the potential of the busiest season of the year. Contact us to learn more about holiday marketing and let’s get you ahead of your competition.

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.

 

 

Reaching Local Consumers Through Newspaper

Reaching Local Consumers Through Newspaper

The newspaper industry is one that is constantly transforming; but the significance of it isn’t going anywhere. Whether you’re physically holding a newspaper and reading from the printed page, reading from a computer screen or from a mobile phone in the palm of your hand, the news industry is still evolving and dominating. When you partner with digital and news media, you have access to highly engaged consumers of all ages, on all platforms and at any scale. This most certainly remains true for the Keystone state.

The latest studies have confirmed that newspapers are by far the primary source of advertising and shopping information in Pennsylvania, as well as the source that best explains important local news and information.

A recent survey by an independent research firm, American Opinion Research (AOR), found that 83 percent of Pennsylvania adults, ranging in ages 18 to 34, read a newspaper in print or digitally each week. That makes newspapers 77 percent higher than the second leading source of information, which is direct mail. What does this mean for advertisers? Six-in-10 consumers reportedly make a purchase during an average month after seeing an ad in a printed newspaper or newspaper website.

The full report will be presented at the PNA’s Annual Publishers’ Convention on Thursday, November 3, 2016, in Bedford, PA.lnpalwayslancaster_blogimage

Current newspaper industry trends validate that newspapers have a large and loyal base of readers. If you’d like more information on advertising with LNP Media Group, contact us today.

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.

Seasonal Tips for Marketers

Seasonal Tips for Marketers

Here Come the Holidays!

Lancaster County is always buzzing with excitement around the holidays. Whether it be because of the all-out décor from local residents and businesses or great shopping, the spirit of the season is always felt.

It’s probably hard to think ahead to the holidays when the sun is still shining and it’s 80+ degrees, but now is the time to do so. Summer is winding down which means the holidays are near. When you hear “holidays” you usually relate that to shopping, sales and promotions.

As any type of retail related business has discovered, holidays are the perfect opportunities to run sales, promotions and to advertise what it is they’re selling. Another thing businesses should have discovered by now is that today’s consumers expect to receive more special offers and deals during holiday seasons. This is truly the time for marketers to showcase what they have to offer and get those consumers in their doors.

It’s important that you’re in tune with the interests and needs of your consumers. You need to know who they are, where they are and how they purchase. How can marketers take advantage of the holiday seasons to increase their revenues? Here are some tips.

Local Internet Marketing

Think about when your customers are most likely to shop. Timing is key; if your ads are reaching local consumers when they’re most likely to shop, your business is going to be top of mind.

Consider creating a special landing page for your digital ads. A good landing page will tell consumers what to do, make it an easy process, and encourage consumers to submit some contact information. You’ll be able to test offers and get valuable contact information for your database.

Reach Shoppers in the Moment

A newer digital technology, called geo-fencing, is an affordable way to ensure delivery of your marketing messages to the right people, at the right time, and in the right place. Geo-fencing boosts your ads to customer’s mobile devices when they’re physically near your store. This will give them that extra oomph to walk through your door if they’re already close by. Small Business Saturday PromotionAccording to a study done by Placecast, 53% of participating shoppers have visited a specific retailer after receiving a location-based alert and 50% who stopped by a store, prompted by an alert, said the visit was unplanned.

Take Advantage of Newspaper

Nothing drives foot traffic like a strong print campaign. Encouraging in-store visits through print, with special offers, can be quite effective for getting more traffic through your doors.

Two of LNP’S most popular advertising packages are “Holiday Showcase” and “Holiday Gifts and Lifestyle.” These special sections allow marketers in Lancaster County to promote their business and services, while giving the consumers the coupons and deals they’re looking for. Small Business Saturday is also a great option for promoting your small business and local shopping during the holidays. Some of Lancaster’s most popular holiday destinations rely on our special holiday sections to drive business in the fourth quarter.

Are you ready to take your seasonal marketing efforts to the next level? Want to find out which options will help you drive the most people to your business this holiday season? Contact us to learn more about all the special advertising opportunities that are available to help your business during the holidays in Lancaster County.

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.