Agency-to-Agency Digital Services & B2B Digital Marketing
There are hundreds of advertising and marketing consulting agencies in Central PA. If you’re one of them, you know that it’s hard to stand out, challenging to find qualified staff, and difficult to convince clients to let you handle their digital marketing project.
While most clients are comfortable with one agency doing their media buys, event planning, and public relations, when it comes to digital marketing, clients want in-depth technical knowledge. That can be a challenging need for small or mid-sized agencies.
Digital marketing works best when it’s shepherded with top-level marketing strategy, but digital efforts fall apart if key team members don’t understand how to make the tools work. Now, more than ever before, successful marketing and advertising clients must pair seasoned strategic direction with the ability to execute on a tactical level.
Easier said than done. After all, digital tasks and tactics take time, experience, and flexibility. They require both extraordinary skill and relatively low overhead. Team members who can manage one part of the digital universe may not have expertise in other areas. That means that robust digital marketing programs need large teams to succeed. And keeping a large staff on hand for inconsistent project work is always a challenge.
However, smart advertising agencies in Central PA understand that LNP Media Group’s digital team is a trustworthy, affordable digital resource. Advertising and marketing agencies can use LNP Media Group’s digital resources to go from zero to hero in a short time period.
Why Hire LNP Media Group as Your Digital Marketing Resource?
LNP Media Group continues to be one of the largest and most experienced communication companies in Pennsylvania. With hundreds of employees and deep digital resources, we’re able to attract top digital experts with a variety of specialties, including search marketing, SEO, social media marketing, email marketing, and video marketing.
Unlike many digital agencies, LNP Media Group can provide a corporate environment including the kinds of benefits packages that attract the best of the best. As a result, LNP Media Group has compiled a top-notch team of experienced veterans to complement our more junior, tactical account teams. Each month senior and junior teams work side by side to help agencies and clients develop and grow. We execute digital marketing campaigns in ways that support strategic growth goals and enhance their key performance indicators.
Our on-site video studio is another benefit that few other digital agencies can offer. Our exceptional video team works with network affiliates, news teams, local businesses, and large corporations. Our sophisticated editing studio and state-of-the-art audio and sound equipment are paired with talented videographers, writers, and editors who all work together to create top-level video at affordable price points.
Central PA Ad Agencies Need Flexible Partners They can Trust
While it’s tough for growing agencies to staff up to meet fluctuating demand, it’s also disheartening to reduce staff when clients cut budgets or switch agencies. Hiring and firing quickly seem to be part of agency life. However, ad agencies that bring LNP Media Group in as a digital partner can achieve immediate scale while keeping expenses in check. Our digital team understands how agencies work, and we’re willing to create relationships that work with your business model.
Our digital teams can work behind the scenes with your strategists to help your agency keep up with the ever-changing tech world. Our experienced team works with a wide variety of industries using a range of tools. We help agencies take on big digital projects without the risks of steep learning curves or laddering up staff.
The Affordable Way to Scale Staff
LNP Media Group is a deeply-staffed digital resource that can handle large and small projects on an as-needed basis. Agencies often use our resources for big one-time projects that require instant expertise. We’re also an excellent choice for seasonal needs that require periods of intense activity followed by bursts of inactivity.
We report to your staff and allow your digital and strategic teams to lead the way. We remain in the background, invisible to your clients, and let you and your team shine. We have the resources you need to take your advertising agency to the next level.
Whether you’re a small agency that finds it hard to hire or retain strong SEO and digital professionals or your team need to focus on your strengths, we’re here to help. LNP Media Group allows Lancaster County and Central PA advertising agencies to assign the behind-the-scenes work to specialists while they focus on building client relationships.
It’s Time to Partner with LNP Media Group for Digital Marketing Services
LNP Media Group has over 200 years of experience working with advertisers and marketing experts. Our entire business model was created to work with advertising agencies. After our legacy print organization developed digital marketing for internal use, we also began offering it to our partners.
As LancasterOnline grew into the premier news and advertising site in Lancaster County, our digital skills expanded beyond on-site ad sales into other digital marketing areas, including SEO, SEM, email marketing, video development and production, website development, social media marketing, and more. These skills grew to meet in-house needs and morphed into a best-in-class area resource for digital marketing.
Because of economies of scale, LNP Media Group has been able to create a digital dream team. Our staff are experienced pros who love what they do, have a strong history of outstanding success, and are passionate about watching our agency partners succeed online.
We Take Care of Digital. You Focus on Clients.
As a digital marketing resource that caters to a wide variety of clients, LNP Media Group understands the need for digital reinforcement. That’s why your agency can count on our digital team to boost your business when you need it. Our talented digital teams can be a seamless solution. We offer a range of internet, web, and digital services that can help you serve your clients without losing time hiring and training.
Our digital experts offer precision targeting to help your clients reach potential customers by geography, demographics, job title, and interests. LNP Media Group offers complete campaign reports for every campaign that detail engagement and results, so you’ll know the ROI of your expenditure.
No wonder LNP Media Group has earned the reputation as a reliable and trustworthy partner for Central PA agencies and businesses.
As Google Premier Partners, we’ve achieved the highest level of Google Partnerships. Not only have we passed Google’s certification exams, but our Premier status is a result of attaining substantial revenue and growth for our PPC and SEM clients.SEO and Local SEO
Our team understands how to optimize your website, create content, and build links in ways that increase your client’s sites search rankings. We also know that “near me” and local searches are critical for many local businesses and retail clients. LNP Media Group has a comprehensive set of tools to help increase local SEO and drive local foot traffic through your clients’ doors.
Our experienced email marketing team started as an internal resource. With the help of marketing staff recruited from some of the most successful email marketing companies in the country, LNP Media Group has been able to develop a team of top-notch professionals who can help develop, create, launch, and optimize even the most ambitious email marketing programs.
LNP Media Group can offer access to 200 million people in the U.S. who are ready to engage with your offer. We have access to 100% CAN-SPAM compliant email lists. Not only do we offer highly targeted audiences, but we also offer interactive email formats, and results-driven emails with proven results.
Video Development Production
With roots in the news industry, LNP Media has embraced video marketing online. As video facilities grew to meet the needs of the editorial staff, our video marketing expertise developed.
Video has become the core of many types of digital marketing, and our video team knows how to create videos that stand out.
“The report released Thursday by Waterloo, Ont.-based network management company Sandvine found that overall internet traffic grew by more than 40 percent between February 1 and April 19, with almost all of that increase occurring in March and April. According to the report, video streaming is now responsible for 58 percent of all internet traffic Sandvine monitors, while social networking (11 percent) has displaced general web browsing (eight percent) as the second-most-popular online activity.”
Because video has become such an essential part of online activity, LNP Media Group invested in world-class video studios with top-notch audio custom-designed by the Clair Brothers. We employ sophisticated video, drone, and editing capabilities. And we offer seasoned staff to write, shoot, and edit.
But unlike many video production companies, we’re committed to a lean, affordable process. We combine practical approaches with high-end production values. That means that your ad agency will get the best video quality at price points that work within your clients’ budgets.
Web Development and Optimization
Whether you need to create an entirely new website or optimize an existing site, LNP Media Group can help. Our programmers and web designers can work with a wide variety of web layouts and formats from WordPress to Wix. We also optimize sites for SEO and create vibrant content marketing programs that will increase online visibility and website relevance.
Our team also creates high-converting landing pages that help agencies track clicks and leads.
Social Media Marketing
Whether you like Facebook, Instagram, Snapchat, LinkedIn, Twitter, or another platform, social media is one of the most versatile and effective platforms for targeted digital marketing.
“For the first time ever, Zuckerberg announced, more than 3 billion people used Facebook, Messenger, Instagram or WhatsApp in a single month. Twitter announced last month as well that it saw a first-quarter 24% year-over-year increase in the number of daily users who saw ads.
In addition to scale, social media offers razor-sharp targeting tools. Social platforms have advanced audience targeting devices that allow us to send messages based on interests, job titles, and demographic data. LNP Media Group’s experts have designed hundreds of successful social media campaigns and want to help your agency make social media a part of your clients’ marketing plans.
The ABC’s of Digital Marketing with LNP Media Group
The world is full of digital terms. These are the “ABCs” that our digital team leans on to ensure that our internet and digital marketing moves your clients forward. We offer all of these services or tools to our digital clients.
Advanced Audience Targeting
LNP Media Group offers access to a wide range of extraordinarily targeted and well-defined audiences for email marketing, digital display advertising, paid search, and social media advertising. When you work with our digital marketing teams, you’ll get advanced audience targeting options that will make your campaigns work even harder.
Our A/B testing process compares two takes on a single variable to determine which performs best in order to help improve marketing efforts. We work with our ad agency partners in Lancaster County and Central PA to continually optimize their clients’ communications and advertising.
When creating scrolling website formats, some navigation elements will link to an area on another part of the page. In order to link the navigation to the correct page section, HTML anchors are created to “anchor” the link to the relevant text.
These incoming hyperlinks are on another website, linking to your site. Not only do they lead more people to your website, they’re also a signal to web crawlers that your site deserves to be ranked higher. This is a critical factor in SEO that needs to be done the right way or it could end up hurting you more than helping.
A bounce rate is the percentage of website visitors who navigate away from the site after viewing only one page. We take bounce rates seriously. We measure and analyze them on a monthly basis to determine which instances are normal and which ones are a sign of poor website performance.
Broken links can hurt your website in terms of SEO health. One of the ways search engines gather the information needed to rank websites is to send code, called crawlers, through the site’s code, using links to go from page to page. If the crawler encounters broken links on your website, the code can’t move forward and index the rest of your site. These are also red flags to your site users.
Call to Action
LNP Media Group encourages its agency partners to include specific, compelling calls to action in each digital media campaign. Even awareness campaigns should include tools that enable teams to measure and optimize engagement.
We report on all campaigns and projects in ways that make it easy to understand what happened, how much happened, and how that activity affects clients’ goals. We can customize our reporting to meet your agency’s needs.
LNP Media Group has deep roots in content development. Our digital marketers are committed to creating compelling, consistent content. Not only do our experts develop and execute ad campaigns with targeted messaging, but we also use content to engage potential customers. Our team will create content plans based on your clients’ goals. Whether we send customers to websites, social media pages, or customized landing pages, LNP Media Group will create hard-working content that moves the needle.
All our marketing efforts work to bring potential customers to your website and guide them through the conversion funnel, turning them from internet browsers to relevant leads. For agency partners involved in e-commerce, we help create or refine the purchase journey in ways that enhance and increase conversion rates and, in turn, revenue.
LNP Media Group offers exceptional experience in email marketing. Using advanced audience targeting techniques, we can send emails to lists that are not only 100 percent CAN-SPAM compliant, but also extremely effective. LNP Media Group can offer access to 200 million highly targeted, specific “intenders” in the U.S. who are ready to engage with your offer.
There are many types of web design. Flat design is a term for a clean, simple approach to website navigation to allow users to reach any page within one or two clicks. This can be key for UX and SEO results.
When it comes to digital marketing, engagement matters. The engagement rate is a social media metric that reports on the amount of interaction, such as likes, comments, or shares, that any post or piece of content receives. High engagement rates signal successful targeting and relevant content. Engagement rate is also a way to measure website performance in terms of goals and calls-to-action.
Geofenced ads use global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary with extreme precision and accuracy. When the “virtual barrier” is established, LNP Media Group can set up triggers that deliver ads to users at a certain street address, attending a concert, or shopping at certain mall.
Google Premier Partner
LNP Media Group is a Google Premier Partner. Google explains what “Partner” and “Premier Partner” certification means,
“Achieving Partner status means that your company has demonstrated Google Ads skill and expertise, met Google ad spend requirements, delivered company agency and client revenue growth, and sustained and grown its client base. Partner status gives your company access to a number of benefits, including the Google Partner badge that can be shown on your website and marketing materials.”
Premier Partner requirements include,
“Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base.”
Google Display ads
LNP Media Group’s Google Certified team can help ad agencies find effective ways to help clients promote their businesses when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps. Using Google tools, our digital experts can create and program display ads to reach certain people across the Google Display Network. This network reaches 90 percent of all internet users worldwide, and includes millions of websites, news pages, and blogs.
HTTP and HTTPS
HyperText Transfer Protocol, or HTTP is simply a way to transfer information on the internet and precedes the “description” of the URL or resource being accessed. However, in the past few years, Google has shown SEO preference to websites that are HyperText Transfer Protocol Secure, or HTTPS, because on these sites, information transactions are handled over a secure, encrypted connection. Changing a website from HTTP to HTTPS is usually fairly simply and affordable.
Interlinking or Internal Links
Websites are indexed by search engines, such as Google, because web crawling code (also called crawlers, spiders, or bots) moves around a website and evaluates the information. Crawlers will look for paths to other pages and their relevance to each other. If a crawler finds a webpage without internal links to other pages it may leave the site and stop indexing that site. To keep crawlers moving through websites (and therefore indexing more code,) smart programmers create internal links on each page. An internal link will lead to another page on the site. Including one or more internal links on each page makes it easier for crawlers to move through your site, and index it correctly, resulting in improved authority and visibility over time.
Indexability is a term used to describe how easy or difficult it is for a search engine to analyze and add a page to its index. Making a site or page easier for search engines to analyze is called increasing indexability.
Keywords is the term used to describe words or phrases people enter into search engines to find information. When creating websites, improving SEO, developing content, or placing PPC ads, LNP Media Group researches keywords to find which words or terms people use to find the information, product, or services the clients offer, and to evaluate the best keywords or set of keywords to use based on popularity, localization, and relevancy. When creating websites or improving SEO, we include the keywords in your site’s code and content in ways that will best optimize your website for search. When developing content, we make sure the subject and context maximizes keyword relevance. When placing PPC ads, we evaluate keyword popularity against cost per click, and competitive use of keywords.
A dedicated landing page is a separate or stand-alone web page designed to capture information in a certain way, usually for a limited time. For example, an ad promoting a sweepstakes might lead to a landing page with an online entry form. A video promoting a new pizza might lead to an online order for that pizza, with a special trial price. Custom landing pages work best when they enhance conversion-driven campaigns. With the right elements in place, they can also help capture leads and user data. While the average landing page conversion is about 2 percent, well-designed landing pages can have a conversion rate of 11 percent or more.
For ad agencies that cater to local businesses, showing up in “near me” searches and within Google’s “Local Pack” is vital. Local optimization is focused on increasing local search engine traffic. Strategies for local optimization can include increasing organic search, paid search, and “near me” searches. When looking for local business, 82 percent of smartphone users enter a “near me” search. LNP Media Group can help sites optimize their content, structure, and business listings in ways that enable them to rank higher in local searches.
Some web developers still design sites on desktops, without considering how they will look and work on mobile. However, mobile friendly sites are a critical component to digital success. How critical? According to Google, a mere one-second delay in mobile load times decreases conversion rates by 2 percent. So, the margin for error is slim. Additionally, Google has made it clear that if a site isn’t mobile-friendly, it will rank lower. It’s always important to consider your users and currently, most industries are facing mobile-first audiences.
Website navigation tools allow users to move around a website. Primary navigation links or icons are usually a part of the top menu, but navigation links can occur in multiple places on a page, and on any page on the site.
Optimization is a term used for making a site more search-engine friendly and is usually a term that can be used interchangeably with search engine optimization or SEO. Usually these changes are minor and not a complete site rebuild. Because many optimization tasks take place within the website’s code, they can be invisible to users. Reworking the structure of a page, reworking content or adding context and coding, adding images with alt text, adding video, compressing image size, increasing site download speed, improving the mobile experience, and building internal and outbound links are all subtle changes that add up to big differences in search engine visibility.
Optimization can also refer to adjustments made to a website or page to increase the rate of conversion (Conversion Rate Optimization).
In website analytics, a page view is the total number of times a single page has been viewed. For example, if a page has 10,000 page views, it may mean that two users have visited the page 5,000 times each. Or it could mean that 10,000 unique users visited the page one time each. As this example illustrates, page view numbers are not usually meaningful unless used in combination with other data.
Paid Search or PPC
PPC is an abbreviation for Pay Per Click, a form of Internet advertising. Advertisers place text ads that usually appear at the top of a search engine results page. Advertisers pay for each click the ad attracts, not impressions. The cost per click can vary based on the popularity or demand for keywords or search terms involved. High value search terms (ex: insurance) usually have a high cost per click. Unusual or seldom used search terms (ex: North Carolina historic turtle soup recipe) is often very inexpensive. The PPC text ad appears at the top of searches using your keywords. PPC is a very measurable ad format, and allows advertisers to see reports on impressions, clicks, and with the right set up, leads or sales generated. PPC can be the most effective way to find customers that are actively seeking the products and services that you provide.
QA is a common abbreviation for quality assurance. It is used to reference the extensive testing that is done when websites are completed. In the QA process, programmers and web designers usually test a new site’s compatibility with multiple browsers, also testing all links and navigation on each browser. The site should also be viewed on Apple and PC desktop, mobile and tablet applications to test site responsiveness and speed. More recently, some QA includes responsiveness for smart watch and cloud-based voice services like Alexa.
Referral traffic is a website traffic source identified within Google Analytics. Referral traffic usually consists of clicks to your website from other websites, listing services, from your paid ads and listings on other sites.
Responsive design is an important SEO ranking and UX factor. Website and digital information may be viewed on a variety of platforms including desktops, smart phones, tablets, smartwatches, and cloud-based voice services like Alexa. Website designs should be programmed to resize and reformat in ways that allow it to be accessed easily across devices, or “respond” to platform challenges. Responsive design allows for the user to click on and view (or hear) some or all parts of a website on every platform. Non-responsive sites can appear tiny, compressed, unreadable, or even cut off. For devices like smartwatches and cloud-based voice services, some websites edit and reform information to work better with the abbreviated capabilities.
Retargeting (or Remarketing) is the term used when advertisers send ads to people who have already visited a website or engaged with their previous advertising . These retargeting ads follow site visitors as they travel to other websites, with the hope of attracting them back to site, even after they’ve left. Re-engaging website visitors with retargeted ads containing relevant messages is often an effective way to convince potential customers to return to the website and convert.
A website session refers to a single visit to your website. It may consist of one or more pageviews, and any other activities, transactions, views, or submissions. A website session can last up to 30 minutes without activity. After 30 minutes, even if the tab remains open, the browser terminates the timing of that session. However, if after 30 minutes of inactivity the same person returns to the site and is active on it, they will count as an additional session.
Social Media Marketing
People spend a lot of time on Facebook, Instagram, WhatsApp, Twitter, LinkedIn, SnapChat, YouTube and other platforms. Developing relevant content, building followings, encouraging engagement, and running advertising on these platforms can be a targeted and effective way to build awareness, gather leads, or even sell products and services directly, but for businesses, it can take a lot of resources. LNP Media Group helps clients determine which platforms can work best to meet their needs and the most effective way to market on them. We use advanced audience targeting to find well-qualified consumers. Our team of experts can also create and manage organic (unpaid) postings, sweepstakes and contest, video content, and marketing campaigns.
Search Engine Optimization (SEO)
Like optimization, SEO refers to the practice of improving a website and its online visibility to increase the quantity and quality of its traffic without the use of paid ads or PPC. Tactics can include altering the structure of a webpage, editing code, changing content, adding images with keyword-optimized alt text, the use of video, compressing the file sizes, improving download speed, improving responsiveness, and adding internal and outbound links to improve the overall search engine visibility and indexability.
Technical optimization is a process that confirms that all indexing files, such as the XML sitemap, are in place and up to date. In this process, LNP Media Group checks the website’s structure, and optimizes it to follow best SEO practices.
Transparency and Trust
When you work with LNP Media Group, we can make you as involved or as hands-off as you wish. Either way you’ll know what we’re doing, when, and why. We compile detailed and transparent monthly reporting, supported with ongoing communication. We share results, failures, tests, and optimizations, every step of the way. You’ll always understand what we’re doing, why we’re doing it, what we hope to achieve, and how well we achieved our goals. Monthly reports can also be customized and formatted to fit into your clients’ preferred format.
Unique Page View
A unique page view reports how many individual, or unique, persons view a page. The key metric in this measurement is the number of people on your pages. Even if a person views a page multiple times within a single session, it will be counted as one unique page view. For example, if an order page gets 10 visits, there may only be one unique page view, because one person went back to that page 10 times. Similarly, if an order page gets 10 unique page views, it means that 10 different people visited the page.
User Experience Design
Some websites are easy to navigate and explore. Others are difficult or confusing. The way a user interacts with a website is call the User eXperience or UX. Skilled web designers spend time considering the way people move through websites, and take into account factors such as text size and readability, established conventions and habits, user needs, site architecture, responsive design considerations, and site speed. Good UX design leads users through the website in ways that meet the clients’ objectives, whether it’s driving them to a key page, spending more time on the site, visiting more pages, gathering e-mail addresses, or motivating purchases.
Video marketing is an important part of any digital marketing plan. Videos combine the power of people, motion, and stories in ways that attract and influence customers. Maybe that’s why so many people are watching online videos. 85% of the US online audience watches videos, with millennials watching more video than other demographic groups. Video on social media is especially effective. Over 8 billion video views occur on Facebook every day. In fact, social video ads are the most common ways consumers discover a brand from which they later make purchases. The LNP Media Group video team is experienced creating brand videos, TV commercials, short films, social media clips, pre-roll ads, web videos, music videos, or corporate presentations. We have the experience to shoot on location or in our state-of-the-art video studio in the heart of downtown Lancaster. Our certified drone pilots allow LNP Media Group to offer aerial videos and photos in addition to HD, multi-cam, live streaming services for Facebook, YouTube, or your custom RTMP.
Whether you are building a new website or rebuilding an existing site, LNP Media Group can help create user-friendly, mobile-friendly, and responsive websites that build brand and meet objectives. A well-designed website, with thoughtful UX, SEO optimization, and relevant content is one of the best ways organizations can communicate credibility, reliability, and leadership.
An XML sitemap is a coding tool that lists all of the pages on your site. XML sitemaps are created to inform search engine crawlers. It lists the pages on a site that can be crawled. This kind of site map is especially helpful if there are webpages that are difficult to locate, hidden from navigation, or lacking internal links.
A redirect is the term used to describe the process of sending, or redirecting, both users and search engines to a different URL from the URL or page they originally requested, to another page. A 301 Redirect is the term used to describe a method of permanently redirecting a visitor from one web page to another web page.
A 302 Redirect is used to temporarily redirect a visitor to another web page. It’s similar to 301 redirect but should only be used for short-term situations.
A 404 error occurs when a visitor goes to a web page that does not exist or is no longer available. A 404 error will automatically be generated when a nonexistent URL is used. However, some websites create custom 404 redirect messages for deleted pages or for non-existent pages within their domain. For example, https://lnpmediagroup.com/case-studies/ is a page on lnpmediagroup.com. But if you go to https://lnpmediagroup.com/elephants, you’ll discover a customized 404 error redirect message from our web team.
Want to Talk About Ways LNP Media Group can Help Your Agency Manage Growth?
When it comes to finding trusted digital partners, it makes sense for your ad agency to choose a company with a history of success. When you work with LNP Media Group’s digital marketing teams, you get access to digital experts, media experts, skilled digital content creators, and cost-effective video solutions in one trusted resource.