Four Secrets of Successful Hashtag Marketing
Tuesday, June 7, 2016
Posted by: Laura Petrolino
By Laura Petrolino, Director of Operations at Arment Dietrich.
Love them or hate them, despite many who might wish to the contrary, hashtag marketing isn't going away any time soon. But that doesn't mean you can use them haphazardly or without strategy. To be effective you must be creative, targeted, and consistent.
The Four Secrets of Hashtag Marketing
Use the secrets of hashtag marketing when deciding if and when the use of a hashtag fits into your communications strategy. If it doesn't make sense based on one of the hashtag marketing Cs - and in context of your business goals - #leaveitout.
Hashtag Marketing for Conversation
Hashtags lace together and allow someone to easily follow conversation through multiple channels, participants, and even topics around one basic theme. Use a hashtag to thread together conversation, create an integrated experience, and build a community around a topic, brand, event, or theme.
We've seen it done with TV shows (such as the #Bachelor), sports (such as the #SuperBowl), political events (such as the #SOTU), or even tragedies, as we saw after the earthquake in Nepal.
What you shouldn't do: "Newsjack" a popular hashtag in an attempt to insert your brand into a conversation where it doesn't belong or to share a promotional message.
What you should do: Encourage conversation around topics connected to your brand, product or service.
Hashtag Marketing for Categories
Another frequent use of hashtags is to find new content around certain categories or topics. Thirty-four percent of people surveyed in a 2013 RadiumOne report said they use hashtags to search or follow categories and brands of personal interest.
What you shouldn't do: Clutter category streams with posts that aren't relevant to the hashtag or theme.
What you should do: Think about the topics and categories your ideal consumer would be searching to find new content and use appropriate hashtag marketing as a delivery tool to help your content reach new audiences.
Monitor and Measure
Hashtag marketing shouldn't stop at the tweet or lnstagram post. Just like any other tactic, measurement and monitoring is extremely important and can help you gain useful information to inform future campaigns and communication outreach.
A great example is how the White House monitored tweets using #SOTU as a way to test the messages in the President's speech. The following day they applied those learnings to emphasize and reinforce the messages that resonated best.
There are several tools that will help you to do this,and will work well along with Google Analytics and whatever other lead conversion tracking tool you might use.
This post was originally published on April 28, 2015 at www.spinsucks.com.
About the Author
Laura Petrolino is the Director of Operations at Arment Dietrich. She is also a ninja. When not working with clients, collaborating with the Arment Dietrich team, or practicing her roundkicks, you can find her walking her dog, working out or exploring the great outdoors.