Underground Elephant’s EVP of Marketing, Lauren Alexander covers how the right hashtags can drive sales and build engagement in a recent article in SEMrush.
Everyone loves a great hashtag. Finding the right phrase for the right moment lets your business ride a wave of popularity without having to shell out big bucks for an entire campaign. Not just any phrase will do, of course. You can’t throw a “#” at the beginning of your product name and expect it to take off; you need to find something that resonates with your target audience.
Why #GreatHashtags Work to Drive Sales
Hashtags can serve as a call to action to drive sales. When your audience members see a hashtag that catches their attention, it provides a direct avenue to connect with you via social media. Through this connection, you can collect contact information and further engage that audience through discounts, email offers, or subscriptions to your newsletter or blog.
Taking that a step further and encouraging meaningful participation will strengthen that engagement. Brands that feature stories from their audience members or promote themselves through giveaways and constant interaction with supporters will drive loyalty and create momentum for other supporters to interact with the brands – and each other. When someone retweets your business’s message, you essentially get an open endorsement to all of that person’s followers at no charge. It’s an organic relationship centered on an idea.
A great hashtag ties in with existing advertising while letting fans own the conversation. Consider Red Bull’s #givesyouwings hashtag. The slogan gives the brand flexibility to promote events and products while enticing fans to upload their own content that fits the attitude of daring that Red Bull promotes.
Using Hashtags Successfully
Event-specific hashtags help attract new customers to your brand while providing participants with additional exposure during the event. Before everyone gathers, promote content related to the audience you want to capture. As the event unfolds, remind people of where you are and what you’re doing by posting photos and content from the event. After the event, publish recaps and push content that continues the discussion the event started.
You can also use hashtags to join conversations you didn’t start. At Underground Elephant, we monitor the hashtags our partner businesses and best customers use. If we see a relevant one, we try to incorporate it in our own content and posts. By becoming part of that hashtag’s community, we’re authentically speaking our customer’s language
It’s also important to help build that community by engaging your own team and encouraging consistent participation and creativity. We hold contests for employees to post pictures of themselves wearing our t-shirt in various situations, giving out prizes for things like the furthest from the office, the highest elevation and the best picture with a celebrity. These contests fuel our brand’s image while strengthening our company culture.
To read the full version of this article, go to SEMrush.