Monthly Archives: social media marketing strategy
A white puzzle with social media terms on each piece with ON advertising filling a missing section

What Social Media Platforms are Right for My Business?

Choosing to advertise your business on social media offers a vast amount of opportunities that surpass the more traditional advertising avenues such as print and television. Just as social media offers users a way to connect with friends and family, it also offers users a way to connect with businesses. With almost 4 billion people active on social media platforms worldwide, if you’re not visibly active, then you’re missing out on a large customer base. Each social media platform is powerful in its own right but each platform offers unique benefits to businesses and users. So, which platform is right for you? As one of Phoenix’s fastest-growing advertising agencies of social media clients, the experts here can help.  

Restaurants and Hospitality

As a restaurant or hospitality-based business, your goal is to directly connect with the consumer to sell your product or service, and utilizing social media has proven to be the easiest and fastest way to do so. It offers a way to visually show users, and your future customers, what they can expect and experience from your product or service. Just as each social media platform is unique, each business is unique. While one platform may work for one business, it may not work for yours. The exception to the rule is Facebook. All businesses, no matter their size or industry, can easily leverage this platform and drive a large number of users to their page. Not only can you connect with these users, but you are also offering a resource for them to learn more about your business and to receive updates in real-time. 

As Facebook continues to grow in popularity for B2C businesses, Instagram is a close second. With one billion users currently on the platform, utilizing this highly visual platform offers another way to grow your business. By posting high-quality photos of products or services, you are offering users a look into the experience they can receive. Whether you are a restaurant and are posting menu items or a hair salon sharing your client’s transformations, Instagram is a valuable resource to connect and engage with your current and future audience. Being active on Instagram also opens another door of opportunity: user-generated content. Customers who have used your product or service and see you are active on the platform are compelled to post on their personal account and tag your account, exposing your business to a larger user base. Social media was created to connect and that still rings true today. Connecting with your past, present, and future users is the first step to successfully advertising your business on social media.  

Real Estate

When it comes to B2B marketing in real estate, LinkedIn, Facebook, and Twitter are great platforms to start with. According to LinkedIn, it is the top-rated social media platform for lead generation, making it one of the best platforms for real estate B2B marketing. Many, if not all, real estate projects rely on some form of collaboration, so opportunities to cross-promote with other businesses such as construction, finance, and vendors are great ways to announce project developments and attract potential tenants. Though LinkedIn is a great platform to start, other platforms shouldn’t be overlooked. According to a survey conducted by Buffer in 2019, 93.7% of businesses use Facebook, with Twitter coming in second at 84.4%. 


Instagram is the social media platform known for sharing photos and short video content, making it a great place to recruit potential candidates. By sharing high-quality photos, it gives recruiters a chance to “humanize” the organization by sharing behind the scene posts. According to Sprout Social’s latest demographic update for 2021, Instagram achieved a milestone of 1 billion monthly active users at the end of 2020, with their largest age group being millennials. Although recruitment is open to all over the age of 18, the age group between 25-34 is a sweet spot to attract followers that may be interested in your organization. With a little bit of research, utilizing a hashtag strategy will drive more traffic to your page, creating more impressions and engagement with your content. Consistency is key on Instagram, so posting high-quality content with a clear brand voice will make you stand out. 


Sprout Social’s Twitter stats for 2021 showed that much-discussed current events, such as the increased conversation around COVID-19 on a global scale and the lead-up to U.S. elections, drove interest to the platform of Twitter. By Q3 of 2020, Twitter saw a 29% increase of monetizable daily active usage. As trending topics continue to revolve around politics in 2021, the need to utilize social media platforms that discuss events and gather breaking news makes Twitter a prime place to share content and drive discussions for government organizations. Facebook and LinkedIn are great additional platforms to be on as well, as they allow organizations to connect with their audience on trending topics.


When it comes to technology, it’s no surprise that there’s still a large demographic gap between males and females throughout the industry, despite the steadily increasing number of women working in science, technology, engineering, and math (STEM) careers over the past few years. When it comes to which social media platforms tech companies should be on, this demographic statistic is important to take note of. According to Hootsuite’s latest Twitter Stats for 2021, Twitter has far more male users at 70% than female users at 30%. Although Twitter is great for quick updates, tech companies looking for B2B marketing should include Facebook and LinkedIn in addition to Twitter in their social media strategies.


Instagram is the perfect place for businesses to make important announcements, as a post can receive four times more interactions on Instagram than compared to Facebook. A major takeaway from COVID-19 was that organizations within the education sector need to be able to quickly make important announcements about school closures, upcoming events, and more. With over 1 billion active monthly users on Instagram, the platform is great for making important statements and showing behind-the-scenes content. However, organizations within the education sector should also include Facebook, Twitter, and LinkedIn in their social media marketing efforts to create open conversations with parents, students, staff, and potential employees.


According to Business News Daily, the U.S. CBD market is expected to reach $20 billion in sales by 2024. This impressive growth has led to a surge in new businesses that are trying to enter into one of the fastest-growing industries. Because of this competitive market, your business will need to be on Facebook, Twitter, LinkedIn, and Instagram to increase brand awareness, connect with your target audience, and further educate consumers. Forbes has officially dubbed Instagram as the king of B2C social media due to its emphasis on high-quality visuals and the younger demographic that flocks to the platform. While targeting the younger market on Instagram is more appealing, it is also important to target older age groups on Twitter, Facebook, and LinkedIn. People over the age of 50 are responsible for more than half of consumer spending, according to Harvard Business Review.


As a nonprofit organization, your main goals for social media are spreading awareness of your mission and amplifying your brand voice. Being active on Facebook, Twitter, LinkedIn, and Instagram is a great way to boost your organization’s visibility. Not only do these platforms help raise awareness for your mission, but they also have helpful tools to facilitate donations. Through Facebook, your followers can directly donate to your cause or create birthday fundraisers. There are also multiple tools on Instagram that eligible nonprofits and their followers can use to raise money directly on the platform, such as a profile donate button, donation stickers in Stories, and Live Donations. Many of these platforms are a great all-in-one tool that helps spread awareness, connect with the community, and raise funds for your cause.

ON Advertising Makes Social Media Look Easy

Face it, social media is not going anywhere. It’s only going to become more popular and your competitors are likely already on board. By partnering with ON Advertising, you’re not just investing in top-quality services. You’re investing in the future of your business by promoting customer engagement and enriching your brand exposure. Contact us today to learn how our creative social media team can help enhance your online presence! 

How We Use Popular Social Media Platforms to Help Our Clients Grow

After working with clients to grow their businesses for over 25 years, we’ve learned a few things about putting together the puzzle of success. And along the way, we’ve come to understand that each piece of the strategy plays its own vital, pivotal role in how a company evolves. For our clients, we employ a mix of social media platforms to enhance their presence. Each one helps solidify brand recognition, improve upon search engine optimization, and adds to a well-rounded approach to growth.
But, no two social media platforms are equal. Each serves a different purpose, is constantly changing, and reaches a unique set of audiences. Meaning one platform may be suitable for one client, and not for another. What popular social media platforms do we use for our clients – and how do we capitalize on their differences? We’re breaking down different social media platforms and how to best use them.


Founded in 2004, Facebook was first launched as an online networking for people across the world to connect with family, friends, and even strangers. Since then, it has shifted from its original purpose; now acting just as equally as a business site as it does a personal use one. And just as the social media platform’s use has evolved, so have its capabilities; now including an ad center for paid media, live streaming, story abilities, and more.
Facebook is useful to our clients in a variety of ways, both in marketing and in establishing a strong social media presence to show what you’re truly about. According to Facebook’s Investor Relations Q3 2019 results, there are 2.45 billion active users logging into the platform on a monthly basis as of September 2019; and that’s a lot of eyes to try to get in front of. 
On the surface level of Facebook, sharing business updates, new product launches, company news, and photos and video is a strong strategy for keeping a client top of mind for their users. That’s because interaction, such as likes and follows, gets you organic attention. And this applies to capturing both returning customers and prospective ones. But beneath that, utilizing Facebook’s marketing integration, in tandem with organic social, is how we make the most of the site. 
By working within the website’s robust advertising tools, we’re able to target the intended audience on a more granular scale. Some of the parameters available are gender and age, and you can also target zip codes and interests. This especially helpful to small, local businesses trying to keep their scope of advertising narrow and localized. And because Facebook is built with B2C marketing in mind, boosting posts and employing paid advertising is a great way to snag sales directly on the users’ feed.


What started out as a place for users to share photos of their day-to-day life, Instagram officially launched as the social media app we know today in 2010. Over the course of the past 10 years, it’s become the place to be for companies trying to tell their brand’s story in a more visual way. Interestingly enough, the social media platform is now owned by Facebook after being acquired by them in 2012. And while the sites still seem to operate independently in certain aspects, the similar capabilities aren’t lost on us when it comes to using them for our clients.
According to Statista, the social media platform now has 1 billion monthly active users as of April 2020. Because the entire purpose of the platform is essentially to curate a visually appealing, eye-catching feed – it’s all about putting forth the highest-quality images you can. For our clients, especially our B2B ones, this is where your products, goods, and story of your business can shine. With the ability to add shopping directly on a page and within posts, to the swipe-up feature in stories accessed after 10,000 followers, there’s plenty of ways that companies can sell directly to users without requiring them to ever leave the app. 
Because Facebook purchased Instagram, their ad center is capable of creating, publishing, and monitoring ads for both platforms. And while only a few of our clients advertise on Instagram, we’ve learned that engagement is what we’re looking for. Sponsored or boosted posts, as well as actual paid ads, are used on Instagram mainly for brand-awareness rather than tangible conversions. It helps keep our clients top of mind for users and truly targets users’ interests through ad targeting and hashtags, Instagram’s main topic browsing method. In our strategies, creating branded hashtags and using them as often as possible helps create the conversation around our client and encourage it to grow.


Unlike a majority of the other social media platforms we work with, LinkedIn has a stronger focus on B2B marketing. Launched in 2003, the social media site has always placed an emphasis on being a place where users can cultivate professional relationships and strengthen their career. According to LinkedIn’s statistics, the platform has 675 million monthly users of professionals across the globe – a number that has steadily increased in recent years. 
With LinkedIn concentrating heavily on professional connections, we often tweak content for our clients and tailor it specifically to the platform. Because of that, this is where content curation comes more into play on an internal level. To retain a strong level of professionalism, this is where our clients share industry articles, partake in conversations concerning their line of work, and make B2B connections with like-minded, complementary companies.
Like the other social media platforms, LinkedIn’s ad center is extremely helpful in growing our clients’ businesses. However, targeting parameters look a lot different, with only options to target companies and titles of individuals who work at those companies. In our planning, we don’t just research our clients’ competitors and peers. But, we also keep in mind what entities may be looking for their services, essentially using LinkedIn as a digital resume for our client. 


Initially envisioned to be a place where users could send an SMS text that was broadcast to all of their friends, Twitter, launched in 2007, and now has an average of 330 million monthly active users as of the Q1 2019. Now, the social media platform is the hub for up-to-the-second news, business networking, and of course – personal use so users can update their followers about what they’re up to. And with only 280 characters available per tweet, messaging has to be clear and concise.
For our clients, this is where we can keep them relevant, keep their content timely, and get users to engage in a more direct conversation. And with such a limiting amount of room for information, it’s critical that we nail down exactly what our client wants their reputation to be. To create variety in content, Twitter has introduced features like polls, and most recently “Fleets”, which is their version of Instagram Stories, or the original ephemeral social media content king: Snapchat.
Similarly to Instagram, Twitter relies heavily on hashtags to help users partake in conversations and track topics. For all clients, and all platforms, we take an in-depth look at data to determine best posting times, relevant hashtags to use, and what branded ones to inc; and for Twitter this is especially important. Why? In order for users to remember you, Twitter, unlike Facebook or Instagram, is built for increased posting. And this could mean sometimes posting multiple times a day. Tweeting, and tweeting often, with these hashtags included generates the momentum our clients are looking for.

Google My Business

Did you know that there’s a free business profile you can create and manage directly on Google? Google My Business is a place to engage with customers directly and keep them informed. We also update profiles with current photos, events information, announcements, and relevant news. Not only that, but it’s where we control exactly how our clients’ businesses appear within Google’s search engine and what information populates in maps. This is done by updating hours and open locations when things are changed. And during the COVID-19 outbreak for example, this has been an especially poignant step. 


Throughout our years operating as an agency, we’ve provided a variety of video production services to our clients. And beyond sharing them within content on platforms, integrating them into websites, and more, we also run them as ads on YouTube. Just as we do on any of the other social media platforms we use. Originally introduced in 2005 as a free video-sharing platform, YouTube was purchased by Google soon after in 2006, meaning the two are now integrated seamlessly.
By setting up a Google Ads profile, we can begin to target users based upon age, gender, interests, and location. This allows us to create paid ads to drive traffic to our clients’ websites; and run them directly on the platform with ease. This, along with all of our other efforts, work in unison to better support our clients’ needs.

Plan your Platforms with ON Advertising

The world of social media platforms is evolving by the minute…but so are we. At ON Advertising, we offer lots of different services, but we take great care to match them with your specific vision. And this same idea is applied to the unique, custom strategy we create for both you and your business – because we are committed to your success. 
When you partner with us we’ll take a deep dive into your company’s needs. And we’ll determine exactly what platforms are necessary for what you do. Whether that includes a full-blown Facebook campaign paired with a tiny Twitter schedule or just targeted ads that get straight to the point – we’re here to help unlock the potential of your brand.
Contact us to get started on your social media strategy today.