Because of the pace at which updates go on social media platforms, you need to create a strategy rather than just putting a hashtag sign to a specific set of keywords. Not only should previously use popular hashtags be benefited from but with regard to the growing trend and preference of the customers, the brand should step ahead and initiate new hashtags. This helps create an optimal reach for your social media followers to ensure that they do not miss out on the made posts.
For the brand to be raised in an overwhelmingly international sphere, brands now use analytical tools to readjust their marketing strategy with special emphasis on hashtags. This is meant to stay up to date with the changing patterns as soon as they arise. To get maximum benefit, it is important to describe the objectives beforehand, whether discovering new content or contributing to an ongoing conversation. These are some goals that need to be predefined. While it is not prohibited to do both in various campaigns, narrowing it down beforehand can help you create better content and use hashtags in the right manner. In this article, we will talk more about how hashtags are used to create awareness regarding brands and the right technique to research and create a success tracking mechanism for yourself.
Hashtag Marketing Types
- Branded Hashtags
The basic element of marketing in context to hashtags is to create your personalized branded hashtag. It should be simple, short, sweet, and able to stay in the reader’s minds. It should include your brand name or at least indicate it. If you find it hard to create your hashtag, you can research a little to explore if consumers are already using a specific hashtag for your brand without you even knowing it. If you like it, you might as well use it. This basic hashtag that defines your brand should then be attached to every tweet to ensure that it is hosted in the same domain, and people can easily access it through one click of a mouse.
- Community Hashtags
To engage with customers, brands generally have a predetermined hashtag related to the community built around the brand. These include but are not limited to just the name of the brand. Rather, they are created in such a manner that they define the community featured accordingly. This particular exercise benefits from many, amongst which ownership and belonging is a psychological feeling that drives consumers’ loyalty. It can also add feedback and user-centric content onto their profile and effectively communicate the specific brand’s existence with a single hashtag.
- Campaign Hashtags
This is considered to be from a campaign meant for marketing or a particular contest with an end date and a starting date. These hashtags are created to monitor entries coming in and evaluate the conversation sparking from such a campaign. While it is suggested that the company name be included, the major recommendation is to convey the entire message through a little catchphrase that sticks in the people’s minds.
Before you come up with a hashtag for any campaign, it is advised that you research using a social listening tool to understand the audience beforehand. The hashtag should be checked in various combinations, and it should avoid double meanings to ensure that the wrong message is not sent across.
- Event Hashtags
This is quite similar to the hashtag mentioned above in campaign hashtags. Events are also a limited time thing; hence these hashtags have a starting and ending date. If it is a recurring event, for instance, it happens annually, the same hashtag can be utilized, but if a specific theme surrounds it, each year should bring out a new hashtag. Brands generally tend to create catchy hashtags to start a conversation regarding the event.
During the event, tweets of general information or quotes from speakers are shared along with the hashtag to create a communal bond with those staying up to date with the hashtag. It is best to introduce the hashtag concept before the main event itself so participants and those interested can view the event’s occurrences even during and after the event itself.
- Trending Hashtags
Another strategy that marketing teams often use is to jump on the bandwagon and write upon a specific trending hashtag. This helps to raise the reach and allows you to create such content that can go viral. However, all such updates on these trends are extremely fast-paced and can be quite short-lived, so it may not be easy to keep up.
While you are given a chance to raise the outreach of your content and profile, it can be extremely difficult to keep up with the growing pace of tweets and how quickly they come in. Without understanding the origin of a viral hashtag, you may not be able to cope with the virality of it.
- Holiday Hashtags
For a calendar, social media managers generally tend to use a content calendar to specify what needs to be put up on various occasions. Surrounding holidays, it is advised that a particular hashtag be created to give your brand the fun and excitement people look for in a holiday. However, your content must relate to the type of audience you have, and in some way or the other, it indicates what your brand stands for. But make sure that it does not impose it or forcefully push it down someone; it should be a subtle way of engaging through a holiday-specific hashtag.
Implementing and Tracking a Hashtag Marketing Strategy
Looking for the Right Hashtags
Similar to the keywords that you target to raise your optimization for the search engine, you can research various hashtags to be used through an analysis of keywords. This provides the quantity and frequency of these posts related to the hashtag that is chosen. You can use various forms of the hashtag to see what is being used more often.
There is an existence of a few methods that can be used to start on various platforms. On Twitter, you can use the ‘Advanced Search’ option to create a connection between hashtags and keywords. It will also help you in where and how to use these hashtags.
Paying attention to your competitors and audience
Despite having a foolproof mechanism to stay updated with the growing trends in the market, it is always recommended that you keep your competitors in clear sight. Through your research, you can find out what hashtags they have been using and which campaign they have associated it with. You can also look at the activity surrounding these posts and the overall results of how they are using their strategy.
This is a tool used for analysis to hear what people around you are interested in so you can use the content that can grasp people’s attention most easily. With the accumulation of data through thorough research, you can also be inspired to create new strategies and subsequent hashtags for the company you have.
Your rival companies and knowing what users are talking about can provide you a sense of direction towards how your tweets should be designed and what particular topic to target. It provides you an edge on giving virility to your content, which is what brands are looking for all the time.
Reaching out to Influencers to improve your reach.
If you have been dedicated to engagement with the audience, you will know more about what kinds of people they are interested in, i.e., influencers. To gather more followers and engagements, it is recommended that you take on board those influencers who your audience trusts wholly. This will help you create a brand image and loyalty that may not be possible otherwise.
Tracking Your Success
In terms of availability, you can gain access to several tracking tools to measure results and plan marketing strategies for the future. The optimal solution will be based upon the kind of hashtag you are planning to use to connect with the goals you have in mind.
Metrics/Indicators to monitor includes:
- Mentions: If your hashtag is effective, it will prompt your followers to interact with the brand and automatically generate mentions with your hashtag on it. Monitoring this indicator is extremely important.
- Views: Before you launch any campaign with a specified hashtag, it is good to look at the number of views you would normally get. Then, look at it after gauge how well the hashtag has helped get your brand across to people.
- Followers: Normally, it is believed that a successful hashtag will provide you with a boost to your followers, but if you do not see that happening, it is better to tweak your hashtag in such a manner that it is able to live up to the objectives you previously assigned.
Monitoring of Campaign Hashtag
For any campaign with a hashtag, there is a need to get a mechanism that effectively monitors progress. Through the Sprout’s Smart Inbox, you can filter through a system of tags and keywords to help you keep track of how the hashtag is doing across different networks.
Tracking conversation is important to grant efficacy to any hashtags, which can be achieved through social listening. Through a bit of research, you can find out more about phrases and keywords that people usually use.
With the right analysis tools, you can gather the relevant insight to see if your marketing strategy is working and how it can be improved for future reference.
With an optimal strategy around your hashtag, you can set the stage to take your brand across various platforms and create the conversation/interactive measures with consumers that all brands are interested in.
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