Monthly Archives: digital marketing

Tools Every Social Media Star Should Use

ON Advertising is an agency that offers a range of services, one of those being social media. From the curation of posts to the management of platforms, our Social Media Manager does it all; and for an array of clients. Managing social media accounts includes a lot of moving parts and having the ability to multi-task and switch projects at a moment’s notice. You may already feel stressed reading this job description and couldn’t imagine being able to do all of that on top of mentoring our newest team members but thankfully, Michelle, our social media queen can do it all. She found time to sit down with us and chat about her favorite tools that she uses to be the social media star that we are so grateful to have.

ON: So, what are your top favorite tools?

M: Well my top favorites would have to be Buffer, Planoly, Audiense, Trello, Grammarly, G Suite (Google Suite) and it sounds archaic but a simple composition book and pens in an array of colors. I love notebooks and pens.

ON: How do you utilize all of those tools?

M: Well, each tool serves a different purpose but I use all of them together to make my life easier and to keep true to my motto, work smarter not harder.
Buffer allows me to schedule social media posts, on multiple platforms (such as Twitter, LinkedIn, Facebook and Instagram) for multiple clients. It recognizes hashtags and accounts to tag, which is helpful when cross-promoting. My 2 favorite features of Buffer are; it auto posts to all of these platforms, so I can schedule the posts and move on to another client. Secondly, it keeps each of the clients together in one place, which makes it easy to access all accounts at once. Working in social media requires a high level of organization and Buffer really helps with that.
Planoly is a lot like Buffer but it is for scheduling, planning, and auto-posting only to Instagram. I exclusively use this site for ON’s Instagram. I take great pride in the agency’s social media, I need a tool that is dedicated to making our Instagram account the very best. I love the layout and organization of the site. The dashboard offers a whole month calendar view showing the days and times of scheduled posts, while on the other side shows your Instagram feed with posts that are scheduled and unscheduled. If you have a photo you want to use but not sure for what purpose or on what day, you can load it into Planoly until you want to post it. Because I schedule posts so far in advance, being able to see the images and the flow of the feed is super important to me and the ON brand.
Another huge important part of my job is checking and analyzing data. I need to know how the accounts are doing and where we can improve. Facebook’s analytics offer a lot of the details I want and need. Although Instagram and LinkedIn are not as helpful as they could be, they are not too far behind. Twitter is a platform where I feel the amount of data is lacking. That’s where Audiense comes into play. It analyzes our client’s Twitter accounts to see when their audiences are online, the best time to post, behaviors, as well as locations and interests of our demographics. I love the update emails they send. It helps me stay on top of the accounts and keep them in tip-top shape. Social media is always changing and Audiense helps me stay up to date.
Google Suite is a godsend, especially for me and my team. It’s the easiest way to share documents, ideas, photos and anything else we need to get the job done. We store all of our social media posting calendars where we can all access them and use what we need. And of course, I couldn’t live (a bit of an exaggeration but really) without my 5 (yes 5) Google Calendars. I love the option of having multiple calendars under one email, being able to see all the calendar events in one view and being able to color coordinate makes my little OCD heart sing. If I didn’t have G-Suites… well, I don’t want to even imagine my job (and life) without it!
Trello has become a huge part of my working life and now I can’t imagine my day without it. The agency as a whole uses Trello and many of us use it separately. It’s a great help to see what each of us is doing that day and helps gauge the level of businesses one might be. It also is a great way to keep track of tasks that are completed or are still needing to be done. I love that I can check it and see what my team has accomplished and if they can handle more projects or need time to complete their current tasks. Any tool that helps with productivity and organization in a flawless system is aces in my book. Bonus, you can color code tasks!
This one is probably obvious, but Grammarly, of course. I do not dare post a single thing whether it’s a Facebook post or blog post without checking it in Grammarly. Of course, working in this industry you need extremely strong writing skills, Grammarly takes those skills a step up and really acts as a great quality checker. My colleagues and I always check each other’s work, but, Grammarly is always my first stop.
And lastly, a good ol’ composition book and colorful pens. I’m a bit of an old fashion worker when it comes to listing out my tasks for the day. Yes, of course, Trello basically acts as a giant to-do list, but, I love my morning ritual of sitting down at my desk before opening my email, with a fresh cup of coffee and looking at what needs to be done for that day. I list out what tasks I know need to be done, notes about each task and the due date. Then as each task gets completed, I find the pen color of that week and I put a big check mark in the box, making it complete. It’s a ritual and habit I’ve developed since high school when I first discovered the wonder of agendas. It hasn’t left me since and honestly, probably never will.

ON: For those aspiring social media stars what top 3 tools do you suggest?

M: Buffer most definitely, Trello and Grammarly. Buffer will get you started in scheduling posts and they offer a simple analytics tool to get your feet wet in learning what the data means and how to use it. Trello will help you stay organized and keep track of your tasks. It’s basically like a virtual giant cork board with post-it notes pinned to it and the app is awesome for those always on the go *raises hand*. Lastly, Grammarly. They offer free and premium versions; the free version is perfect for those just starting out. The Google Chrome extension is wonderful because it will tell you right then and there what should be changed in whatever format/platform or site you are working in. My preference is using the actual site, then transferring it to wherever, but having options is always a great thing.
There are thousands of tools out there that do the same things as the ones I listed above. The biggest part of rocking the social media world is to find the ones that work the best for you, your clients and your workflow. I can’t begin to even count how many tools I’ve tested before I settled on this magic combination. Find what works best for you and make it happen!

Contact us today to learn more about our social media services!

The Ultimate ON Ad Internship Experience

ONce upon a time, two seniors studying marketing at Arizona State University met at the beginning of their last semester of college through an internship at a local advertising agency. They were both hired as Account Coordinator Interns and brought their own unique voice and perspective to the work they collaborated on. They were aware that they would learn through hands-on experience in the advertising industry, but by surprise, they also discovered how co-workers could become best friends.

Mikaela Copley

I grew up in the hustle and bustle of Silicon Valley, California. Wanting a change from the tech scene as well as a great business education, I came to the W.P. Carey School of Business at ASU. I am a true Californian at heart, but I have found that I love the people and lifestyle of Scottsdale, Arizona. I graduated Magna Cum Laude with a B.S. in Marketing and am now a Sigma Kappa Alumna ready to pursue my career in advertising here in Phoenix.
 
What was your favorite aspect of the internship with ON Advertising?
My favorite part of the ON Advertising internship was being able to experience the different types of accounts we have. The agency provides marketing and advertising services to such a wide variety of businesses, it is interesting to see how we can enhance a company with just a few steps.

What excites you most about the marketing and advertising industry?
The most exciting aspect I found in advertising is client prospecting. Looking at a business and seeing how we can potentially improve their exposure through various platforms is motivating to me. Brainstorming and analyzing different strategies to ultimately deliver ROI is something I think is important to support clients or businesses.
 
Where in the Valley would we be most likely to bump into you?
One of my favorite spots here in the valley is Mill Avenue. I really enjoy spending time with my friends eating Mexican food and catching up after school and work. I’m a fan of Arizona State University sports and love to watch the games with all peers at the local sports bars.

Katie Ciancio

As a native New Yorker, I was drawn to Phoenix and Arizona State University by the inclusive atmosphere and downtown art scene. I graduated Magna Cum Laude from the W.P. Carey School of Business and Barrett, The Honors College with a Bachelor’s Degree in Marketing with a concentration in Digital and Integrated Marketing Communications. During this past semester, Phoenix stole a place in my heart as I learned about this city’s marketing industry and became integrated into the creative community that originally made me fall in love with the Valley.
What was your favorite aspect of the internship with ON Advertising?
My favorite aspect of this internship experience was understanding how all the different teams that constitute an advertising agency work together. Being a full-service agency, we do everything in-house, and even though my job was technically in accounts, I was able to get involved and participate in other teams like creative and social media.
What excites you most about the marketing and advertising industry?
Digital marketing. I believe that in order for brands and companies to connect with consumer segments, there needs to be a focus on digital marketing strategies. Leveraging this aspect of marketing allows for companies to build personalized experiences for consumers through analyzing online behavior. It also allows for a company to differentiate a brand amongst competitors by building a digital community.
Where in the Valley would we be most likely to bump into you?
The Van Buren, for sure. I attend around five to six shows a month, and they are usually at this venue. I really enjoy going to concerts and music festivals. My music preferences range from alternative rock to EDM, and everything in between.
An example of a project we both had the opportunity to work on was the rebranding of ON Advertising. We were able to reposition ON Advertising as a modern agency that puts client’s needs at the forefront through unique and creative strategies.
We achieved this by condensing written content and making recommendations for the ON brand voice. We found that despite differences in personalities and opinions, we were able to bring our individual perspectives together to create progressive and innovative work. This internship has helped develop our professional skills and from our experience of working together, we will forever be colleagues throughout our marketing careers.
 We would like to thank ON Advertising and all of our amazing coworkers for mentoring us during this past months. Getting to work with all of you made our last semester of college truly memorable.

Contact ON Advertising about our internship opportunities!

A person holdign up their phone looking at a restaurant app

Trends Affecting the Restaurant Industry

New developments in technology have been impacting consumer preferences and attitudes toward the restaurant industry. These changes have left consumers wanting faster and more convenient ways to purchase food from restaurants. Companies like UberEats and GrubHub have capitalized on these emerging trends. The millennial generation is also known for being more mobile than previous generations, meaning they are constantly busy and have an “on the go” mindset. Millennials are also willing to spend more on experiences rather than services and products, with 72% of millennial spending going towards experiential-based activities. The restaurant industry will need to be making some dramatic changes in order to appeal to these new trends. Some ideas we have are:

Online and Mobile Ordering

Consumers are spending more time on their phones now than ever before. Smartphones and other smart devices make it easy for consumers to place orders on their mobile devices. Having a mobile-friendly ordering platform will ensure that consumers can conveniently order food from your restaurant.

Mobile Payment Options

Continuing with the habit of increased mobile device usage, mobile payment options are starting to slowly replace traditional cash or credit cards. Platforms like ApplePay and PayPal can encrypt consumers’ payment data so all they have to do is scan a barcode on their phone. Having a POS system that supports this method of payment can speed up line waits as well as ensure that your restaurant caters to the needs of every consumer.

Personalized Experiences

One of the most influential factors that consumers now look for when choosing a restaurant is an establishment that can offer them personal experiences. Consumers are looking for experiences that document and share with their friends on social media. Restaurants can capitalize on this by offering specialized dishes, extra service features, and branded hashtags.
These adaptations may sound overwhelming at first, however, adopting these tactics will allow your restaurant to become differentiated amongst the growing restaurant industry. At ON Advertising, we understand how sociocultural trends are affecting our restaurant clients. Don’t hesitate to reach out to learn more about how we can help your restaurant thrive!
 

An Out of Home billboard restaurant ad

Advertising for Your Restaurant

Let’s face it, the restaurant industry is a highly competitive market with more than 616,000 restaurants for consumers to choose from. The industry is continuing to expand with a 3.5% growth rate over recent years. With stiff competition, strategic advertising and marketing is the key differentiator to make your business stand out in the crowd.
Here at ON Advertising, we have a team of marketing experts to help your restaurant through the digital marketing age. We use various tactics to target and reach out to customers in a unique way that will increase interaction through social media. Building a virtual relationship is critical to connect with your regulars and to attract new potential customers.
Keeping a positive image for your business’ reputation is important because of customers’ reliance on online reviews. Nowadays restaurants have less control of content that users put out on the internet; it is vital to manage your brand’s reputation through digital marketing. Our team of experts diligently monitors your restaurant’s image and makes certain it is consistently favorable.
Having a personalized campaign that is tailored to your needs and strengths is crucial when advertising. We provide a hands-on team approach that recommends personalized campaigns, which actually meet the needs of your current and potential customers. Along with a personalized campaign, we also provide marketing recommendations that include analytical data reports. They show how your company is benefiting from the newly implemented strategies as well as present areas for improvement.
Don’t wait any longer, improve your business’ traffic by implementing a strategic plan of action. Your restaurant has unlimited potential, with assistance from our expert team here at ON Advertising, you can achieve the goals you have always envisioned.
Don’t hesitate to reach out to learn more about how we can help your restaurant thrive!

It’s Not an Event If No One Knows About It: Why You Need Digital Marketing

There’s no denying the power behind a highly-targeted, cost-effective digital marketing campaign. In today’s tech-absorbed culture, you can reach and connect with the biggest audience through the tiniest of screens. That’s why digital marketing is a must-do when launching and promoting an event. It will not only help get the word out, but also extend the in-person connections that events make possible, and ultimately boost your bottom line.

If digital marketing is so great, why should I even bother with events?

For many companies, especially those in the B2B world, buyers still want to make – and rely on – a human connection. Purchasing decisions are greatly influenced by a vendor’s perceived expertise and their peers’ direct experience with the vendor. Without events, a company is missing out on a unique opportunity to share its expertise and customer success stories, both of which can create lasting impressions. According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends Report, using in-person events as part of a content marketing strategy has a 75% effectiveness rating. Webinars have a rating of 66%.

Whether you’re a small company that wants the exposure of a live webinar or a large company that needs the face-to-face interaction of a trade show, promoting your event through a digital marketing campaign will allow you to maximize your event investment. In-person and online events can be expensive, as indicated by the following budget allocation chart. Twenty percent of your budget isn’t pocket change!

So how exactly can I use digital marketing to help me get the most from my event spend?
Social Media
An event isn’t going to promote itself. There’s no simpler, more cost-effective way to build buzz before and after an event than social media. Companies should use social media support to boost engagement and visibility across the social media landscape.

Email Marketing

Another cost-effective way to target your event audience at the right time is email. It’s a personal channel, which makes it an ideal way to build excitement for events, get people to register, remind them of the event, and share post-event highlights and follow-up campaigns.

Content Marketing

Through your blog content, you engage and connect with your target audience while demonstrating your expertise. A post about the event can build exposure and boost brand awareness. And we all know that Google loves fresh content, so writing about your event and publishing it to your website can also improve search rankings.
Please, for the love of everything good, don’t waste money publishing another “traditional” press release. Many business don’t realize that blogging is an important aspect of PR. By combining a strong blog post with personalized media outreach, you are offering journalists more “meat” and less fluff, so they will be more likely to take notice.

Optimization

Website optimization is essential for an effective digital marketing campaign. A user-friendly landing page should clearly communicate the benefits of attending the event and make it simple to sign up and/or register. Use keywords and engaging meta-titles and descriptions – ones that people would actually type into a search engine. Relevant keywords will also boost organic results on Google.

Data

Spending thousands of dollars to sponsor coffee at a trade show may get your logo on a sign, but it isn’t likely to provide the lead and contact data you need to get a return on your investment. Data provides tangible results. Capture contacts who engage with you before, during and after the event. This information is “gold” when your objective is to convert leads into customers (and if that isn’t your objective, you may want to find a new career path). Data allows you to see where your customers are coming from, so you can determine which strategies are working and which aren’t. By constantly measuring results and performance, you can adjust your digital marketing efforts where it will matter most.
Thanks for allowing us to drop a little knowledge. We hope you find it helpful. When you’re ready to promote the heck out of your next event, partner with the team you can trust — like a friend — On Advertising. We have the digital expertise you need to get the most from your event marketing investment.

Contact us today to learn more!

Why Targeting Matters in Digital Marketing

If you’re looking to grow your business, digital marketing is it. The days of blowing your advertising budget on a half-page, black and white ad in the local newspaper to goose sales for your “Labor Day Half-Off Sale!” just seems so ‘90s. You might as well use a 56k dial-up modem to get online to check your Friendster account. In 2016, if you want to reach customers, you need to have a robust presence on social media. Your ranking in search results on Facebook, LinkedIn and Twitter are as important as how you fare on Google. This fact means your business should be willing to invest money in targeted marketing, because identifying your market targets enables you to find opportunities and tap into them. Digital marketing helps make use of proven strategies that attract highly targeted traffic to delivers results. An effective strategy also includes email marketing so targeted, it utilizes list segmentation tools that help you precisely focus on the specific customers you need to boost opens, click-throughs and conversions. In other words, to boost sales. …

Fast Food Service Provider Marketing

Over the years as we’ve grown and worked with clients to build a digital presence, one of the things we’ve heard is how our team provided insight into marketing data, not just the data itself. I use the word “insight” for a reason. Data from marketing channels, for many, is like eating out. Small bites of info may be better for some while others need a full course meal. In the spirit of combining two things I appreciate, food and data-driven marketing, I’ve started leading our team to an approach of providing sit-down service during our discussions with certain clients versus providing a fast food service approach. Got your appetite ready? Let’s go. …

A line of Olympic runners

Olympic Success: A Marketing Team’s Version of Reaching the Podium

It’s been an amazing couple of weeks, watching athletes from around the globe compete at the Olympic Games in Rio. One day, we’ll be able to tell our grandkids we were there to watch (on a tape-delayed basis, of course) such record-breaking feats of athleticism as a kayak capsizing after hitting a sofa in the water, and Ryan Lochte and three other athletes dodging the Zika virus but not being able to avoid being robbed at gunpoint. Oh, and we heard that Michael Phelps won a few more gold medals for swimming.
The team of world-class digital marketing professionals here at On Advertising have a few thoughts about the Games, and how they relate to the services we deliver to our clients. …

When It’s Time To Upgrade Your Content Ownership From A Part-Timer Or Intern

It’s hard to underestimate the importance of your company’s digital content in today’s crowded marketplace. Having a robust online presence can boost lead generation, organic search success and branding. That means your content strategy must hit all the bases, cohesively incorporating impressive design with fresh, relevant content and a meaningful presence on social media. Here are a few things to consider when you’re thinking about your company’s digital content strategy.  
Making a long-term commitment. For many companies, digital content is almost an afterthought. They’ll take a person from another part of the company, such as sales or operations and put them in charge, or bring on a part-timer or even an intern. Maybe that was fine for handling your company’s Twitter feed or cranking out the occasional blog, but successful companies realize it pays off, long-term, to have one person lead a cohesive, structured approach to website design and development, email, landing pages, blogs, newsletters and social media. When your company decides it’s ready for a long-term commitment and wants longer, sustainable growth, it needs to follow through and partner with a digital marketing agency or bring in a full-time employee.

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