Hashtag marketing has been gaining in popularity recently. Every brand knows about the prevalence of hashtags and has been implementing hashtags into their marketing tactics. But only a few do it effectively. Hashtag marketing is much more than just nonchalantly plugging them every now and then.
An effective hashtag marketing campaign doesn’t have to be difficult, and, if executed well, can do wonders to your business.
Sounds interesting? Let’s see what’s in it for you!
What Is Hashtag Marketing?
Hashtag marketing is a marketing strategy where you promote your brand, product or service with carefully researched hashtags. It sounds simple, doesn’t it?
In reality, there are multiple shades of grey when it comes to hashtag marketing.
Because almost every brand uses hashtags, it takes much more effort than previously to promote your brand on various social media channels effectively.
It’s not enough to rely on popular hashtags. You have to stay ahead of your clients and competitors, and spot the emerging trends or changes in tendencies and act accordingly.
That means you should analyse and optimise your hashtag marketing tactics on a regular basis.
For your hashtag marketing strategy to work, you need to:
- monitor your hashtag performance,
- optimise the use of hashtags,
- adjust your overall hashtag strategy when required.
What Are the Benefits of Hashtag Marketing Strategy?
Hashtags, if used correctly, can boost your business and bring you some valuable insights about your target audience.
The use of hashtags has been spreading to different social media networks, including Instagram, Twitter, and Facebook. The benefits of developing a hashtag marketing strategy cover:
- a boost in brand awareness;
- an increase in engagement;
- generating new leads and sales opportunities;
To get the most out of your hashtag marketing strategy, you need to implement a few easy tactics.
Ready to add hashtag marketing to your marketing strategy? Let’s begin!
Research the Hashtags
Before you publish a piece of content on the Internet, you have to research the keywords your article will be based on, so your piece of content ranks well in Google.
The same rule applies to coming up with the right hashtags for your marketing campaign.
There are hashtags your chosen audience use more often than others. Take a look at the volume of mentions and sentiment around the hashtags you’ve chosen.
To do that, you need a robust hashtags analytics tool, for example, Brand24, a top social media listening tool according to Buffer.
Start with creating a project.
In the project creation wizard enter the words you would like to monitor on the Internet.z biura Think about the name of your company, the name of your product, or more general terms related to your business niche.
Brand24 will start gathering all the publicly available mentions from the Internet, including social media platforms, for example, Instagram or Twitter.
You can use the social data to make the most informed decisions regarding your hashtag marketing campaign.
Choose the Right Hashtags for Every Social Media Platform
Hashtags that will be great for Twitter won’t bring you any social media ROI on Instagram, and vice versa.
These are two different social media platforms, with different audiences, rules, and, most importantly, different social media algorithms.
Even the number of hashtags you can use differs. On Instagram, you can add up to 30 hashtags, although social media experts claim it’s best to add only ten hashtags for each post.
In Brand24 you can filter the mentions according to the social media platform you’d like to focus on. The social media listening tool will then analyse the mentions.
Brand24 will not only help you choose the most effective trending hashtags, but it will also identify social media platform on which your audience is present.
Take a look at the bar underneath the volume of mentions graph. You can see the most popular social media platforms, Facebook, Twitter and Instagram. The platform with the highest number of mentions is the most popular among your target audience.
Do you have any other social media platform in mind for your hashtag marketing campaign? We got you covered!
Check out the Filters section and scroll down to Filter by domain section. There, enter the domain you’d like to analyse and hit Search.
Find Trending Marketing Hashtags
You’ll find the data about trending hashtags in the Analysis tab.
The list of trending hashtags includes 100 hashtags that social media users associate with your predefined keyword. Sounds complicated? Thankfully, it’s not!
You can choose the timeframe you would like to analyse and see the number of mentions with given hashtag. That way you can pick the hashtag that will benefit your business the most.
Another place in the Analysis tab where you can find ideas for the right marketing hashtags is the context of a discussion.
It’s a word cloud that contains the most popular phrases that appear with monitored keywords. If you click on one of the words, you will be redirected to the Mentions tab where you’ll find all the results with your predefined keywords and the chosen word from the context of a discussion. Pretty cool, isn’t it?
Check Marketing Hashtags Sentiment Analysis
Before you choose the right hashtag that will be associated with your brand, take a look at the sentiment analysis.
The sentiment will tell how Internet users feel about your product or service. Are they talking about you in a positive, negative or neutral way?
To find out the sentiment around your brand, go to the Mentions tab. On the right side of the screen, you see Filters. The first one is the sentiment filter.
Use the slider to see only positive or negative mentions. That way you can easily spot all the negative connotations your target audience might have with your brand.
Sentiment analysis will help you avoid the customer experience’s mines and navigate toward quiet waters.
Imagine doing all the research and investing all the resources, just to find out that your followers have a very negative attitude towards your chosen hashtags. Yikes!
Hashtag sentiment analysis will also help you determine the results of your marketing campaign. High volume of mentions is not an indicator of a successful hashtag marketing campaign.
You also have to take a look at the sentiment of those mentions. If the volume is high, and the sentiment negative then you have to find the cause of the negative comments.
Don’t Forget About Branded Hashtags
You probably thought about using your brand name as a hashtag before. That’s a no-brainer.
Apart from branded hashtags you should use hashtags specially developed for a specific marketing activity.
There are two reasons why using dedicated hashtags is useful.
First of all, a well-chosen branded hashtags will connect with your existing audience and help spread your message even further. The hashtag will naturally circulate in your followers’ networks reaching their followers who might be interested in your product.
Secondly, if you use a dedicated hashtag for a social media campaign, you’re able to measure the performance of your hashtag marketing campaign.
You’ll need a third party tool, and your Brand24 account offers a robust hashtag analytics, that will help determine the reach, influence and sentiment of your hashtag marketing campaign.
Brand24 collects and analyses data on:
- estimated social media reach;
- the engagement of your hashtag content;
- influencers using your hashtag;
- who and where shares your content.
You can easily find the number of likes or social media shares yourself (although, if you have lots of posts, on multiple social media channels, following all the necessary social media metrics might be quite overwhelming), calculating estimated social media reach without a robust analytics tool can be challenging.
Brand24 implemented an algorithm that calculates the social media reach of every person who has shared your hashtagged content. Of course, it’s an estimate, but it will give you a pretty good idea of how your content spreads across social media and who is seeing it.
Promote Your Branded Hashtags
Once you sort out all your hashtags (both the branded hashtag you use regularly and the campaign specific hashtags), it’s time to promote your marketing hashtags.
The easiest way to promote your branded hashtag is to organise a giveaway on Instagram, Facebook or Twitter.
Run a competition and encourage your followers to share your photo or status with campaign hashtag and your regular hashtag.
The branded hashtag will assure that your company is mentioned in every repost and new Internet users are exposed to your content.
The campaign specific hashtag allows you to monitor the marketing performance of your hashtagged content. All you have to do is to create a project where your keyword is your campaign hashtag.
Use Campaign Hashtags
It might be a good idea to differentiate your hashtag strategy. Use one hashtag, for example, the name of your company with every post. For our company, it’s simply #brand24.
Then there’re campaign hashtags that you can use with specific campaigns only.
This will help you measure the results of a specific hashtag campaign. You will know which social media platform is the most popular among your target audience and which hashtag marketing activity was the most successful.
Listen to Your Audience
Social media is all about being… social. I know it doesn’t sound like groundbreaking news, but you’ll be surprised how many brands neglect the social component and use social media only as an additional marketing challenge.
Key to building long-lasting relations and turning your customers into brand ambassadors is to listen to what they have to say.
Social media listening tool will help you collect all the voices in a discussion and engage with them in a timely manner.
Listening to what your followers have to say will help you build content around their conversations.
A famous example of active social media listening tactic that helped its users and generated a lot of social media buzz is McDonald’s.
Ever wondered why McDonald’s offers a whole day breakfast menu? Or why it reintroduced its Szechuan sauce back? All because they listened to what their customers are saying on social media channels!
Imagine how hard would it be to spot such conversations without a dedicated hashtag and social media listening tool!
Creating meaningful interactions with your existing and potential customers is easy and can bring long-term benefits.
Respond to customers’ complaints
Another way to use social media monitoring in hashtag marketing is to react to customers’ complaints.
To stay at the top of things you need a bulletproof notification system. Brand24 offers:
- Storm alert emails – every time there’s an unusual spike in the number of mentions you’ll receive an email. You can set up the percentage by which the number of mentions has to rise in the Project Settings
- in-app notifications – Brand24 is available for iOS and Android devices
- Slack integration – you can integrate your social media listening project to a Slack channel
By answering your customers’ criticism, you can turn the tables around and present a solution to their problem, minimalising the potential churn.
You can explore the social side of social media even further and initiate the conversations between social media users.
Not only will more people see a hashtag connected to your brand, but you will also position yourself as an industry leader.
You can jump on existing conversations or come up with your topics for discussion. For example, if you’re in the culinary industry, you could spark conversation about the newest dietary trends, look for gluten-free alternatives to favourite dishes, or do something completely different.
Look for Influencers to Boost Your Hashtag Marketing Message
We’ve been hearing wonders about influencer marketing for a while now. The main benefits of working with influencers are:
- reaching brand new audiences;
- authenticating your brand reputation and messaging.
Influencers are people who are trusted by other social media users. That’s why their recommendations are so valuable. After all, we tend to trust people who have some kind of authority.
Hashtag marketing is a perfect addition to influencer marketing campaign as it helps to measure the results of this activity.
All you have to do is set up a monitoring project for your hashtag campaign and see the results.
How do you choose the right influencers for hashtag marketing campaign?
The best influencers for your influencer campaigns are already in your network, your only job is to spot them.
To do so, log into Brand24 and go to the Analysis tabs. Then choose “The most popular authors” and filter mentions according to the platform you’d like to analyse.
If you want to base your hashtag and influencer marketing campaigns on different metrics, take a look at the two tables:
- influence of social media authors – where you can find metrics like Share of Voice and calculated influence;
- Most active social media authors – which also includes their social media reach and the number of mentions.
Take a Closer Look at Your Competitors
Monitoring hashtag marketing campaign provides a ton of essential information. Think about audience insights, hashtag performance or influencer marketing tactics.
It’s a great idea to create projects for your main competitors. That way you can monitor what marketing channels they are using, which influencers are in their network, and what are the results of their hashtag marketing activities.
A competitor analysis will allow you to uncover some new social media platforms your competitors are actively using.
Moreover, you might find some new content ideas you can incorporate into your marketing strategy.
How to Use Hashtags for Marketing?
Hopefully, now you can develop a sound hashtag marketing strategy for your brand.
Using hashtags in marketing means much more than casually plugging them into social media conversations.
A successful hashtag marketing strategy involves a thorough research and implementation of, at least a few, hashtag marketing tactics. As a result, you will boost your impressions, make your content easier to find and encourage people to talk about your company.
What do you think about hashtag marketing? Let’s connect! Just use #brand24 on any social media channel and we’ll find you!
HANDPICKED RELATED CONTENT