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

Share this Image On Your Site

 

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.
Is Your Business Ready for A Facebook Campaign?

Is Your Business Ready for A Facebook Campaign?

Facebook has over 1 billion active users each day because it’s found a way to integrate with our daily lives. By now everyone should be taking advantage of Facebook advertising; if Facebook isn’t in your business plan, it’s time to get up to speed:

  • The number of advertisers on Facebook is 7 million.
  • Facebook accounts gather a wealth of information about each user that allows advertisers to target audiences with incredible precision.
  • This translates into thousands of media targeting options that allow you to ensure that the right people are seeing your message. Advertisers can access data like demographics, page likes, browsing behavior, website and mobile app activity, as well as information shared by data affiliates like Epsilon and Acxiom.

Why Facebook May Not Show Your Post

Why you should pay for social media marketing services when you can post on Facebook for free?

  • With changes to Facebook algorithms, businesses posts are rarely seen by more than 2% of your followers. The amount of digital content has skyrocketed and the competition is stiff.
  • Facebook organizes unpaid content based on the preferences and content habits of each user. Facebook’s algorithms are designed to pare down content based on user activity; if you want to be sure to be seen, you have to pay.

Paid Facebook Boosts

Boosted posts are a great way to dive into the world of Facebook advertising:

  • Facebook makes it easier than ever to give your message that extra push to increase its reach with targeting options such as timing, location, gender, age and interests.
  • After a few clicks and thoughtful selections, your post is delivered to the audiences you’ve defined as being relevant to your message. You can experiment with targeted boosts with very little investment.

It Takes More Than a Boost

While boosted posts are a great start, there are limitations that prevent you from maximizing Facebook’s advertising potential:

  • Boosting an industry-related blog article that was shared to your page but written by another company, for instance, is essentially a charitable donation to the blog author. The money spent on that boost doesn’t bring your audience any closer to your sales funnel.
  • Boosted posts give you a taste of the targeting capabilities but don’t offer many detailed selections that can make or break an ad campaign.

Facebook’s Ads Manager

Facebook’s Ads Manager takes your ads to the next level by allowing you to choose from multiple various objectives such as increasing brand awareness, encouraging audiences to learn more about your business, and converting them into customers. Furthermore, the number of targeting options the Ads Manager offers is significantly higher than those offered by the boost function. This allows you to create richer audience profiles and the most optimized campaigns.

Want to Learn More?

Maybe it’s time to embrace the full value Facebook advertising has to offer. If you’re interested in understanding the complexities beyond boosted posts and want tips to create successful, results-driven strategies contact us to learn more.

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.

SCHEDULE YOUR FREE CONSULTATION

Digital Marketing from the “Newspaper?”

Digital Marketing from the “Newspaper?”

Digital marketing has become a critical part of most marketing plans. Platforms like Facebook offer unmatched audience targeting, paid search advertising reaches specific customers who are ready to buy, and geofencing reaches mobile audiences within narrow geographic areas. The question we often get is, “Why do I want digital marketing services from the newspaper?”

While LNP Media Group used to be just “the newspaper,” today we offer advertisers a wide range of tools. LNP Media Group provides digital marketing services and results that are hard to match anywhere else.

LNP Media Group is a Google Partner

We bring proven expertise—just ask Google:

  • To be certified as a Google Partner, LNP Media Group’s digital team members had to pass exams. We took tests designed to evaluate our understanding of Google AdWords(Google’s advertising platform) and Google Analytics (Google’s website analysis tool).
  • We also had to show Google that we’re managing a significant amount of digital advertising and we had to verify that we have sustained growth in the number of clients we serve.

What does this mean to you? It means that when you use LNP Media Group’s digital marketing services, you can be sure that our team is on top of the latest advances in digital marketing. It also means that the Google support team is just a phone call away to answer any questions you have. This proven expertise translates into a better return on investment for your digital marketing campaigns.

Reach Virtually Any Audience; Not Just Digital Ones

LNP Media Group is different from a typical marketing agency; we can efficiently deliver audiences that no one else can. We can deliver digital audiences with pinpoint precision through geofencing, paid search, email marketing, targeted display, and Facebook. We can also use our own media platforms to reach huge numbers of Lancaster County consumers. That means that LNP Media Group can help you bundle together digital and local print marketing to create the most effective marketing plan possible.

We Deliver Digital Marketing Results You Can Measure

The digital marketing team at LNP Media Group is fanatical about delivering measurable results. Here are a just a few examples:

  • An email marketing campaign for a local auto retailer resulted in 17 cars sold with a return on investment of over 100%.
  • Paid search advertising campaign for a heating and air conditioning company increased sales leads by 165%.
  • A Facebook advertising campaign for a local retailer resulted in 1,431 sales leads at a cost per lead of $0.81.

These are the kind of results that we’d like to deliver to your business for your next marketing campaign. Let’s take the first step of getting to know each other with a free marketing evaluation. We’ll meet you, review your marketing goals, and offer you a custom marketing proposal. To get started, contact us at LNP Media Group.

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.

SCHEDULE YOUR FREE CONSULTATION

5 Ways Real Estate Uses Digital To Attract Sellers

5 Ways Real Estate Uses Digital To Attract Sellers

Digital marketing is one of the most effective ways to grow your business. By investing in digital marketing, you can reach a growing customer base at a fast pace. Has your real estate business dipped into the digital world yet? Start reaching more sellers with these digital marketing tips.

Content Marketing

Though maintaining a blog can be tedious, it’s importance to a complete digital marketing portfolio should not be overlooked:

  • Having an updated blog with engaging content is a great way to connect with sellers and even buyers.
  • Companies that published 16+ blog posts a month got almost 3.5x more traffic than companies that published between 0-4 monthly posts. Increasing the amount of blog posts you have increases web traffic.
  • Customized content will allow sellers to feel as though you’re speaking directly to them, which is a great way to connect with your target audience.
  • When choosing blog post topics, make sure to pick subjects that are both applicable to your audience and focused on a specific topic.

Email Marketing

Email marketing is a great way to connect with potential home sellers and buyers in any market. What’s critical about this kind of digital marketing is that you can communicate directly with an engaged audience. Email marketing gives you the tools to stay connected with those who are interested in what you have to offer:

  • Studies have shown that 74% of consumers prefer to receive commercial communication via email.
  • If you have a website, consider adding an email sign-up form to the most highly visited pages, such as the homepage, in order to collect email addresses. This will help provide you with a sufficient list of emails.
  • You’ll want to be sure your sign-up form also tells visitors what kind of information to expect in your emails.
  • If you’re on Facebook, set up your business page’s call-to-action feature to connect to your sign up form to attract new email subscribers.
  • You can also collect emails offline by using sign-up sheets at events such as open houses.

Geo-fencing

Geo-fencing is location-based digital marketing in which you define geographic boundaries to target an audience on their mobile devices. Geofences can be precision targeted down to a radius of 400 meters, allowing you to fence locations such as home shows, interior design stores, home improvement stores, or any location you can envision that would attract your target audience.

Once your audience has entered the geofenced area, they will be tagged to be served your ads on their location-enabled mobile device. You can use these ads for awareness of your real estate company, or even to alert people to their proximity to an open house.

Social Media

Social media allows real estate agents to set themselves apart while growing a loyal following:

  • Selling or buying a home is one of the most important processes in a person’s life. Listing houses can be a lengthy process, and prospects will need to be nurtured along the way.
  • Facebook is an excellent tool for building longer-term relationships. Facebook Ads can reach a targeted audience based on demographics and interests, so that you can engage with them throughout the longer buying and selling process.

Website Design

You have one shot at impressing visitors when they come to your website for the first time. Their first visit will influence their decision to stay or move on. Make sure your website makes an impact and highlights your most compelling message. How do you make sure your website is working hard?

  • Ensure it is mobile friendly
  • Include a mortgage calculator
  • Include information for buyers, sellers, and investors
  • Make sure your site is easy to navigate on all types of devices
  • Include social media sharing buttons
  • Make sure your content is compelling

For more information on how you can use digital marketing to reach sellers, contact us. Our real estate experts will be happy to assist you in developing your digital marketing plan.

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.

SCHEDULE YOUR FREE CONSULTATION

We’re a Google Partner!

We’re a Google Partner!

What are the advantages of working with a “Google Partner” company? 

Running paid search advertising campaigns on Google isn’t necessarily hard. Anyone can set them up, buy a few keywords and watch the traffic start to roll in. But running them effectively is difficult. That’s why working with a marketing partner that has Google Partner status is advantageous.

What Expertise Should your Marketing Partner Have?

Successful paid search advertising campaigns will put money in your pocket while unsuccessful ones are merely an expense. Here’s why.

First, the wrong keywords will not convert to leads. Almost any keyword can drive traffic to your site, but only the right ones will turn into profitable marketing leads. Picking the right ones requires deep expertise. For example, imagine that you are a Central Pennsylvania painter with a specialty in wallpaper applications, and you’re seeking sales leads. A keyword like “wallpaper” might seem like a good one to buy at Google. But buying that term could be a waste of money. People entering this keyword might be seeking new screen savers for their computers. Or they might want to see photos of wallpaper to buy. Choosing keywords that will lead to a conversion is critical and this requires careful analysis and experience.Digital marketing paid search Lancaster PA

Second, in order for paid search campaigns to be successful, they must be carefully measured and optimized over the entire course of the campaign. This requires measurement tools to monitor the performance of each keyword, to track how much website traffic it drives, how many sales leads it creates and to measure its return on investment. Setting up campaigns for this precise measurement is a skill that takes time to master.

Advantages of Working with a Google Partner

Google Partnership is a designation that Google provides to organizations that have proven their ability to successfully set up, manage and monitor paid search advertising campaigns. To attain the Google Partner designation, a business must:

  • Show expertise in AdWords (paid search advertising)
  • Manage a significant amount of paid search advertising
  • Show sustained growth in the numbers of clients served

The LNP Media Group team is pleased to have recently earned Google Partner status and we can confidently report that getting this kind of certification ain’t easy. It took months of taking certification exams in Google AdWords (Google’s advertising platform) and Google Analytics (Google’s website analysis tool). We also had to prove that we have been delivering strong results for clients on live campaigns. And lastly we had to show that we have a growing list of satisfied clients.

This designation has strong advantages. Google support is just a phone call away with our dedicated Google account manager. (Try reaching someone at Google without this!) We can tap into their experience across thousands of ad campaigns, and get ideas for increasing performance on our campaigns. And we access ongoing training to stay on top of the latest advances in paid search advertising; critical because the tools and techniques are always evolving.

Why does the Google Partner Badge Matter?

Lancaster PA Paid Search Google AdWorksIt matters because it’s proof that your digital marketing partner knows what they are doing, and that’s going to translate into a better return on investment for your paid search advertising campaign.

Want to to know more? Contact us today to learn more about paid search advertising and how we 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.