When you’re on the internet, not a day goes by where you don’t come across at least one hashtag. That’s because hashtags are a lead generation marketing tool, and they seem simple enough to use: words or phrases without spaces preceded by the ‘#’ symbol. But using any combination of characters doesn’t equate to a successful hashtag; effective hashtags are those that engage the right audiences or generate leads.
For B2B marketers, the hashtag is a necessity, showing twice as much engagement on Twitter than tweets without hashtags. Lately, Instagram has been leading the game in hashtags. In December 2017, they introduced a new feature on their app, where users can follow hashtags. This feature helps users discover specific content and find users to follow. When used fittingly, hashtags can largely benefit your brand awareness.
Here are tips on creating helpful hashtags.
Use different sets of hashtags
There are hashtags that too broad for your brand to stand out and hashtags too specific people outside of your existing audience won’t know it exists. The best way to deal with this is to have different sets of hashtags—existing hashtags to attract new users and hashtags already popular within your niche.
For example, you can create hashtags based on current and significant events. This puts your content on the map and exposes your brand to audiences following a timely hashtag.
On the other hand, using evergreen hashtags is also a plus. This refers to topics that are always relevant.
Use hashtags to engage in conversations
One of the most successful hashtag campaigns was the ALS #IceBucketChallenge in 2015. Though non-profit, ALS was able to achieve two things through the hashtag campaign: it raised awareness about ALS and raised proceeds for the ALS Association. As of 2018, there are 740,000 posts on Instagram under the #icebucketchallenge hashtag.
As part of your business’ brand awareness, hashtags can help you engage your audiences in conversation. You don’t have to ask your audience to bathe themselves in ice water, but you can engage them in other ways such as asking open-ended questions and tagging these with relevant keywords and phrases.
Research trending keywords
As mentioned before, any combination of characters may not be a successful hashtag. Like SEO, effective hashtags have relevant keywords or phrases in them, applicable to your post and especially, your business. It’s equally important to have hashtags that are trending because more people are likely to discover them. The trendier they are, the more likely your post will generate leads.
Twitter has a feature that showcases relevant topics based on location and current events. This can help you not only learn what your followers may be interested in, but also know what trends your brand can participate in.
Hashtags not only provide trendy keywords, but they provide publicity and brand awareness for your business. In the age of digital marketing, generating leads has advanced from telemarketing and found a non-intrusive and active method in social media marketing. It may seem simple but if you need a little help with your hash-tagging, a local business lead generation specialist can help you along the way.