Lancaster City, PA Digital Marketing

What is Digital Marketing for Lancaster, PA Small Businesses?

Simply put, internet marketing throughout Lancaster is advertising your products through online channels like websites, search engines, social media, email, or mobile apps.

For most Lancaster business owners, online marketing is a fancy way of saying search engine optimization or PPC advertising. Those two services are both used in website advertising, but neither fully explains what a modern Lancaster digital marketing program entails.

Today's digital advertising services often include dozens of internet advertising tactics, all working in tandem to help you build visibility and conversions throughout Lancaster, Pennsylvania or nationwide.

The best Lancaster website marketing plans will include plans like:

• Drive traffic to your digital assets (websites, apps, sales funnels, etc) by using paid advertising, SEO, social media marketing, or affiliate marketing.
• Boost your Lancaster business's revenue through landing page creation, sales funnel development, and conversion rate optimization.
• Analyze how visitors navigate your digital assets to figure out improvement areas, retargeting opportunities, and conversion rates.
• Show expertise, authority, and trust in Lancaster through content marketing, video production, backlink building, review collection, social proof, and website improvements.
• Build and nurture relationships through messaging, email, and social media.

In addition to marketing Lancaster-area websites, our digital marketing company also offers Allentown, Erie, Harrisburg, Philadelphia, Pittsburgh, and Reading small businesses and large corporations a skilled internet advertising service.

Our Online Marketing Services for Lancaster Companies

We're a team of website marketing specialists, just 884.8 miles away, who know and understand the latest digital marketing trends for Lancaster businesses. Use our experience in more than 100 business industries across Lancaster, and the rest of the country, to help get traffic and increase conversions.

1.) Paid Ads Management

The act of creating and optimizing Lancaster paid advertising services is known as PPC ads management. However, that is an incredibly simple explanation, so let's dig a little deeper.

A paid advertising firm for Lancaster often begins by getting to know your company and its business model before providing expert PPC ads management. You can use this information to determine the next steps, since paid advertising for a local area business differs from paid advertising for an ecommerce store.

Service providers in Lancaster, for example, are often only looking for quality leads. This can be accomplished through PPC advertising that boosts traffic to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't currently exist or need a lot of revisions.

Alternatively, ecommerce brands tend to be interested in online sales. Using paid ads, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our team has even used sales funnels to help sell products and subscriptions.

Understanding the metrics that will be used to optimize and scale Lancaster paid ads is the next step. For paid advertising to be effective, most Lancaster paid ad agencies will implement email collection tactics, such as squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.

Your Lancaster company should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Some of the best paid ads services in Lancaster strive to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social channels, and third parties.
• Make money online or through qualified leads for your Lancaster organization.
• Better understand ad attribution through the integration of third-party attribution software.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test the effectiveness of different ad creatives across different media and ad placements.

2.) Social Media Marketing

Social media ads are paid advertisements placed on platforms like Instagram, Facebook, Twitter, TikTok, and LinkedIn that are used in Lancaster digital marketing. With these social channels, you can target your target audience based on their interests, behaviors, and demographics. A downside to paid advertising is they can be expensive to set up, to create landing pages, to create sales funnels, and to perform conversion rate optimization to ensure your Lancaster business generates quality leads or cost-effective sales.

By leveraging the data sources of social platforms, advertisers can hyper-target their audiences to deliver personalized content based on demographics, behaviors, interests, and other factors. This is a great opportunity for established Lancaster small businesses, but it's expensive for those not ready to make the most of social ads.

Our social ads company helps small businesses and large corporations make the most of social media advertising by building them out with sales funnels and lead generation tools. Our Lancaster internet advertising plans can include conversion optimization and retargeting too, both of which are important components of maximizing your return on ad spend. Also, don't forget your ad creatives and the importance of keeping them fresh. When running social media marketing campaigns, you must be mindful of ad decay and ad fatigue to prevent your campaigns from becoming stagnant and suffering from degraded performance.

3.) Search Advertising

In digital marketing, Lancaster search ads is used to place ads on search engines like Google and Bing. Your Lancaster small business will benefit from Google advertising and Bing campaigns since they provide a quick and basic way to connect with an engaged audience looking for your products or services. Creating an effective and scalable PPC advertising campaign can be costly, since it often involves building conversion-optimized landing pages or sales funnels that go through rounds of testing.

Businesses of every size depend on our marketing company to build the landing pages and sales funnels that drive leads and conversions, which help make their paid advertising an effective Lancaster digital advertising plan. To improve your return on investment with search engine advertising in Lancaster, make a plan for retargeting and conversion rate optimization.

4.) Lead Gen

For localized service providers in Lancaster, the most important part of an inbound marketing program is lead generation. Not everything can be sold online. Many products and services need a phone call or in-person meeting to close the deal. Lead generation strategies are crucial for these kinds of Lancaster small businesses looking to get sales from their website.

Our digital marketing team has tried and implemented so many different lead generation tactics in the past. The most common lead gen plans include the creation of helpful content, retargeting past website visitors, nurturing past contacts with email marketing, engaging visitors with live chat, developing free tools for visitors to use, creating referral programs and affiliate programs, creating video content that can be shared online, setting up free webinars for visitors to attend, and offering helpful downloadable content in a lead magnet.

When lead generation is a primary goal, our team will create one or more lead generation tactics and implement them in your digital assets to see what works best for your Lancaster company.

5.) Conversion Rate Optimization

Digital marketing in Lancaster should include conversion optimization campaigns. This is an essential component of any kind of digital marketing in Lancaster since it directly impacts whether the marketing campaign provides value for the small business or big company paying for the service.

You can boost your bottom line by increasing conversion rates. It's important to understand what CRO is, how it works, and how to evaluate it. A lot of research and testing goes into conversion rate optimization. What makes it most difficult is the CRO tactics that work for one Lancaster organization might not work for a different Lancaster business, even when both are in the same industry.

CRO strategies typically include reducing form fields, testing different call-to-action phrases, creating appealing headlines, fixing mobile website issues, speeding up the site, adding exit-intent popups, focusing on urgency, defining value for visitors, and adding trust and social proof signals.

Conversion rate optimization for Lancaster websites can be tricky. Our CRO strategy requires an in-depth understanding of your business, your competitors, your value proposition, how people are interacting with your digital assets, your reputation online in Lancaster, and many other factors.

6.) Revenue Funnel Development

A sales funnel, or purchase funnel, is the visual representation of your customer's journey with your Lancaster company. Sales funnels, also called marketing funnels or revenue funnels, look like physical funnels you use to pour liquid into containers. It's always bigger at the top because it shows the huge number of potential customers that might come into contact with your Lancaster organization. The funnel narrows at the bottom to show the different exit points in the sales cycle. The bottom of the funnel is obviously the smallest part because it represents the number of people who converted as a result of generating a lead or making a purchase.

The development of a funnel for your Lancaster organization is more difficult than the explanation of its concepts. For example, some of the most successful sales funnels produce millions of dollars of value each day for their Pennsylvania businesses. To develop a sales funnel that produces value for your Lancaster business, you must put thought into the goal of the sales funnel and the type of sales funnel you want to implement.

There are numerous types of sales funnels, including free plus shipping funnels, affiliate sales funnels, self-liquidating funnels, automated webinar funnels, lead magnet funnels, self-liquidating funnels, and dozens of others to consider. When you work with one of our digital advertising consultants, you will have an experienced internet advertiser to bounce ideas off to help you determine the best type of revenue funnel for your small business. Alternatively, if you don't have an interest in being involved in the process, we can research more about your business and industry to determine the best funnels to explore and test within your Lancaster online advertising campaign.

7.) Email Marketing

You can use email marketing plans within a digital strategy to drive brand awareness, get site traffic, improve sales and revenue, bring awareness to your social media profiles, engage past customers, and gain valuable information about your target audience.

We help our Lancaster online advertising clients use Mail Chimp, Campaign Monitor, and Constant Contact for their email marketing campaigns. These are robust email marketing tools to create subscriber lists, segment your audience, and even develop email marketing drip campaigns.

The most important part of email marketing is developing a plan to boost your subscribers. We help Lancaster email marketing clients build and nurture their email marketing lists by implementing email collection opportunities within lead magnets, exit-intent popups, checkout processes, squeeze pages, referral programs, affiliate programs, and numerous other methods.

8.) Content Marketing

Most Lancaster businesses use content marketing as a means of attracting, engaging, and retaining a high-interest audience by creating and sharing relevant blog articles, instructional videos, case studies, white papers, and other digital media. This website advertising approach for Lancaster websites helps establish your company as an industry thought leader, while also helping you dominate organic search results and the attention span of your target audience.

When your target customers in and around Lancaster begin to identify your brand as the source of valuable advice or guidance you will find it is easier to guide them through your sales funnel. We help Lancaster digital marketing clients put together the right content marketing plan for their specific industry and goals.

It is important to identify your target audience before starting a content marketing plan. This will help you understand the best media format for the content, whether that be informative blog posts, detailed case studies, informal whitepapers, best-in-class listicles, or drip email campaigns. It will also help you determine the best delivery method, which can be from social media, search results, or some other medium.

We often help implement content marketing tactics that involve blog content, custom graphics, infographics, podcasts, videos, email campaigns, whitepapers, case studies, surveys, webinars, checklists, listicles, and lead magnets. We particularly like using the case study method because it is a powerful tool for showing expertise as a leading Lancaster internet marketing agency. These are all effective ways to market content if you implement them correctly within your Lancaster small business.

9.) Online Reputation Management (ORM)

Your online reputation in Lancaster and beyond is an important trust factor search engines use to determine rank positions, and your target audience uses it to make purchasing decisions. This is true for all types of purchases and decision-making, ranging from the selection of a localized service provider in Lancaster, the purchase of a product on an ecommerce store, and even the selection of a physician or attorney for a personal matter. People love reading about the positive experiences, and sometimes even more about negative experiences, that others had with your Lancaster brand.

For local service companies in Lancaster, we can help you develop a review generation program within your website advertising to increase the rate at which past customers leave reviews for your organization. This often involves collecting reviews on Google My Business, UpCity, Yellow Pages, Angi, Yelp, and other online review collection websites.

If you run an ecommerce storefront, we can help with the collection of product reviews and company reviews. For an ecommerce business, it is important to collect reviews for both the quality of your products and the customer service experience of your Lancaster storefront. Online shoppers in Lancaster want to know the product they are purchasing is of sufficient quality or utility, but they also need to know you will be there to fulfill the order and answer questions after the sale.

For the reputation of professional service providers, such as Lancaster doctors or Lancaster attorneys, we can help establish protocols within your digital marketing plan for the collection of testimonials to ensure prospects always see a positive image of you. This includes review generation, reputation monitoring, online reputation repair, survey campaigns, and social media growth for your Lancaster website. In some cases, even SEO can be used to help curate the best possible first-page results for your online reputation in and around Lancaster.

The risk of ignoring your online reputation is the loss of long-term business, which often isn't noticed until significant damage has been accumulated. Take control of your online reputation today to ensure you always put forth a better image than your localized competition.

10.) Video Marketing

As a full-service website advertising firm for Lancaster, we have our own in-house video production and video marketing department. This has been extremely helpful for content marketing strategies that required innovative video assets. More importantly, we've used our video production department for the creation of video ads on YouTube and video marketing within Facebook Ads campaigns. There are many great applications for video production within your Lancaster internet advertising strategy. You can use videos to demonstrate unique products, teach new concepts, and improve visitor duration. You can also implement videos within Lancaster online advertising campaigns to bring life to paid campaigns.

Why You Should Invest in Website Advertising for Your Lancaster, PA Website

If you run a business in Lancaster that sells products or services, you're going to need marketing to drive sales. There are lots of reasons to choose Lancaster digital marketing plans over other marketing plans. Here are a few reasons why your Pennsylvania small business should embrace internet advertising:

• Digital marketing is often more affordable than other forms of marketing because it can be started at a low amount and scaled as success is measured.
• With valuable reporting tools like Google Analytics, you can learn how many visitors interacted with your brand, how long they stayed on your website, and if they came back to your website in the days, weeks, or months following their first visit.
• There's no shortage of phones, tablets, and desktop computers in Lancaster. You might as well choose a format and medium that can follow your target audience wherever they go in Lancaster or within Pennsylvania.
• With digital, you can update it a lot more easily than with print, billboards, television ads, or radio commercials.
• Online marketing in Lancaster provides the best capacity for user engagement. We wish you the best of luck getting people to comment, like, and share your Lancaster non-digital ads!

How to Develop Lancaster, PA Online Advertising Campaigns

To start your website advertising service for your Lancaster business, you need a plan with measurable goals. To avoid wasting time on things that won't make your business better, you want to make sure everyone understands what the Lancaster digital marketing service is all about.

1.) Pinpoint the demographic you want to reach

Identifying a target audience is easy once you have a clear set of business objectives. It is important to understand who you are targeting in Lancaster or beyond. Your Lancaster digital advertising efforts will be more effective when you use platforms your target audience is on and messaging that makes sense with them.

2.) Assess the requirements of your target audience

Now that you know your business goals and your target customer, you can make an informed decision about their needs and search intent. By doing this, you'll make sure your Lancaster internet marketing plan focuses on the right keywords and you align it with your audience's needs.

3.) Launch slow progress marketing tactics at an earlier stage

You should make search engine optimization your first priority if you're planning on using it eventually within your Lancaster digital strategy. The slowest moving website advertising plan in Lancaster is SEO. Improvements to your website structure, content quality, and backlinks can take weeks or months for search engines to notice and affect your placements.

4.) Construct well-crafted landing pages or funnels to optimize performance

There's no better time to promote your Lancaster business and its digital assets than right now. It's best to create a landing page or sales funnel instead of sending paid traffic to your product page, service page, or home page. Lancaster paid advertising services with high bounce rates and low conversion rates typically send traffic to a page that's not optimized for converting cold traffic. Use splash pages and sales funnels to bring Lancaster residents to your lead generation goal.

5.) Set up automatic email sequences for remarketing purposes

As soon as your Lancaster website increases traffic, you should think about how to keep in touch with those visitors. Some people won't convert on the first visit to your website, landing page, or sales funnel. You should consider options to build an email marketing list, offer SMS alerts for new offers, or set up tracking pixels to retarget recent visitors to your Lancaster website.

6.) Prepare to conduct ongoing tests

When you have all of these Lancaster online marketing plans in place, you can start testing and optimizing. In doing this, you're measuring how well your campaigns are doing, searching for ways to improve them, and even trying new ideas you read about in case studies or white papers. In every aspect of your Lancaster website advertising service, you should be optimizing conversion rates.

Why Choose WebCitz for Your Lancaster, PA Digital Advertising Services

Our goal is to be your Lancaster business online marketing partner! When researching Lancaster online advertising agencies, there are many factors to consider. We've got 19 years of experience, so you can trust the Lancaster website advertising plans we suggest. These are often the same Lancaster digital marketing tactics we use for our own lead generation and conversion rate optimization services. Our own internet marketing campaign likely landed you on our website from Lancaster.

Our online advertising agency should be your choice for your Lancaster small business because you feel we are the right team. We are only a short drive of 13 hours and 28 mins away from you in Lancaster, or mere seconds away from a phone or email!

• Our company has been around since 2004, so we have over 19 years of experience.
• Our primary source for leads and new client development in Lancaster is our own internet marketing strategies.
• You probably found us in Lancaster via an online search for a service we provide.
• Our marketing team performs all of our Lancaster online marketing packages, which means we don't outsource the work.
• Call us during regular business hours, and you'll probably get an answer within a few rings!
• We're consultants in WooCommerce, Shopify, and WordPress for any Lancaster digital advertising services that need web design or web maintenance & support.
• We offer ecommerce marketing services to help online retailers reduce ad costs and increase return on ad spend in their digital ads.

We hope you keep our website marketers in mind when it comes time for you to start searching for Lancaster website advertising firms. Let us know if you have any follow-up questions, or if you want to start a discussion with the friendly staff at our digital marketing company.

800-796-8263 Email Us