Digital Ad Targeting: 3 Ways For Small Businesses To Break Through

Digital Ad Targeting: 3 Ways For Small Businesses To Break Through

Today’s world is more digitally interconnected than ever before. With all of the different types of media available, the challenge for marketers has become how to best reach consumers and deliver a message that has impact. One of the most effective ways to do that is to incorporate a distinct message at the right time to target specific consumers; this can be achieved with precision through digital media. Here are a few types of digital ad targeting that can improve your marketing results.

Geo-Fencing: Target Users by Place and Time

Geofencing refers to the use of a targeted location, or fence, where prospective customers are found. Our geofencing software tags consumers who enter the geofence, so that they can be served ads on their location-enabled mobile devices. Ads can be served the same day the person enters the fenced area, or may be served later depending on your business’s needs. Fences can be as large or small as your business requires, down to a 400 meter radius.

  • First, you’ll need to identify a location you wish to target, whether it is a city or town, an event, a building, or even a parking lot.
  • When consumers enter the predetermined location, their mobile devices are tagged.
  • Your business’s specific ad or ads are then delivered to apps and websites being accessed on mobile devices.
  • This allows for ads to be targeted by time and place, giving businesses the ability to access very specific groups of consumers that might otherwise not be targetable.
  • Popular geo-fencing locations are sporting events, college campuses, shopping centers, conventions, concerts, and parts of cities.

Targeted Display Advertising: Target Users by Demographics and Interests

Have you ever noticed that some ads seem to relate to your interests?  This is the work of targeted display advertising:

  • Targeted display advertising includes the use of demographics, interests, and approximate location to display specific ads to consumers that match their interests and needs.
  • Digital agencies can target specific ads to consumers as they navigate the internet. Along with location, this allows companies to reach people in specific demographics, such as higher income adults who are interested in sports.
  • This strategy works well to create brand awareness or to advertise sales or events.

Paid Advertising on Search Engines: Target Users by Search Engine Queries

Paid search advertising, or pay-per-click (PPC), refers to an advertising pricing model in which advertisers pay based on how many users click on a digital ad that appears on a search results page:

  • This is the fastest and surest way to drive web traffic to your website and generate leads.
  • Ads are only showed to consumers who are using relevant search terms when using search engines, such as Google.
  • Terms are selected by the advertiser, in consultation with your digital agency, which means you have control over what products and services you promote.
  • Advertisers pay per click, rather than per impression, ensuring that ad costs are low and impact is high.
  • An effective PPC technique is to buy search terms such as “near me”, allowing advertisers to put their brands in front of consumers who are ready to buy.

Find the Right Technique for Your Business

These techniques are just the beginning of how you can use digital marketing to reach exactly the right customers at the right time and place. At LNP Media Group, we’re happy to help you plan the most effective ways to meet your digital marketing goals. We offer free consultations for you to discuss how to best advertise for your business. Contact us today and let us know how we can help with your next marketing campaign.

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 strategy sessions. 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.

Marketing Tips for Home and Holiday Retailers

Marketing Tips for Home and Holiday Retailers

Fourth Quarter is Just Around the Corner. Are You Ready?

For businesses in the home and holiday markets, July is truly the calm before the storm. While home décor and holiday sales are traditionally very slow in July and August, September heralds the return of the hordes of eager shoppers. They’re ready to outfit their home for the cold weather and make this the best holiday season ever.  

It’s no secret that fourth quarter can make or break a home fashion or holiday business. It makes sense to start planning your fourth quarter marketing strategies early. We can help.

The Goal is Top-of-Mind Awareness

When you think of phones, which brands come to mind? When you’re considering a new vehicle, which brands do you look at first? The brands that popped into your head have top-of-mind awareness with you. They are the brands you think of first when you think of that category.

Top-of-mind awareness is one of the most powerful marketing goal. Think of your best customers today. They come to your store often. They don’t complain (much) about price. They’re loyal. You have already achieved top-of-mind awareness with those people. Wouldn’t it be great if you could create the same kind of awareness with hundreds, even thousands, of new customers? This Fall your business goals should go beyond creating awareness. You want to create top-of-mind awareness.

Here in Lancaster County LNP Media Group offers a variety of ways to create top-of-mind awareness. We all know newspaper offers a highly visual medium. But did you know that LNP readers tend to be 40+ homeowners with families and above average income? For many home and holiday marketers, that’s the sweet spot.Lancaster County Consumer Advertising

That’s why, every Fall, LNP Media Group creates special Fall home sections developed to engage homeowners looking for ways to make this season the best one ever. Contact us to discover all the ways these special advertising opportunities can help your home and holiday business.

Combine the Reach of Print with the Laser-Focus of Digital

Nothing beats LNP for creating brand awareness, but if you want to combine your awareness campaign with super-targeted digital ads, we’ve got some great tools to help drive traffic into your door at the right time. LNP Media Group offers geo-fencing, a relatively new technology that pushes your ads out to customers’ mobile devices when they’re close to your store. That means they’re g
oing to be reminded of your business when they’re already in the neighborhood.

We also help businesses create special promotional landing pages, social and internet ads and help push those ads out to the targeted audiences that are most likely to purchase your goods. Be sure to contact us so our team can explain all the exciting digital options to your business.

Promotional Marketing

Even the most loyal customer needs an occasional push to get them to shop at your business. Break through shopping apathy with exciting promotions and sales. While nothing moves people to action like super low prices, if you want to maintain margins, you may want to consider fun, thematic promotions that pique curiosity and encourage foot traffic. It requires your business to think creatively and get a little less predictable. Have a sale on everything orange. Run a scratch and win promotion. Unveil new merchandise at an invitation-only event.

And then promote it creatively with things like digital landing pages, social media ads and geo-fenced mobile ads. Fourth quarter is a time to make big, bold moves, so be creative and try moving outside of your comfort zone.

We’re Ready to Rock the Fourth Quarter

LNP Media Group is continually growing and adding new, exciting technologies to our suite of marketing and media products. If you have talked to us lately, fourth quarter is the time to get reacquainted. Give us a call and we’ll help you make this your best fourth quarter ever.

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.