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Everything You Need to Know About Hashtag Marketing

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Everything You Need to Know About Hashtag Marketing

Hashtags play an important role on different social media platforms. Finding and using the right hashtag to increase the organic reach of your brand is a priority. Hashtag marketing is no longer as simple as adding a hashtag to a targeted keyword but also keeping in view the relevant usage.

Today, brands must capitalize on emerging trends as well as leveraging popular hashtags among communities. With doing this, it can help brands to find topical content and plan an effective hashtag marketing strategy.

What is a Hashtag?

If you are a keen social media user, you would be queer of the word hashtag. In simple words, it is using a (#) pound or hash symbol before a keyword or phrase makes a hashtag. For example, #justdoit, #digitalmarketing etc. The first-ever hashtag (#barcamp) used on Twitter was on August 23, 2007’ by Chris Messina.

Hashtag use helps users to find relevant content under the hashtag categorization, users could easily use specific hashtags to increase the reach and impressions of their posts. This made hashtags an effective hashtag marketing tool to increase your brand’s social media visibility.

Hashtags Marketing Tactics

  • Use popular hashtags: 
    Increasing no. of users and the content shared by these users on social media, brands facing difficulties in increasing the reach of their content by simply using a hashtag. A hashtag is the most vigorous role to increase the reach of your content. To find popular and relevant hashtags, you can use hashtag analytics tools. Leveraging the right hashtags can boost audience engagement.
  • Leverage targeted hashtags to reach out to the right audience:
     Hashtag marketing helps small businesses to generate awareness about their products and services. A Hashtag analytics tool can help you identify and track trending conversations related to your domain. Brands can engage in these conversations to generate awareness for your brand, increase engagement and followers. It can further analyze the engagement metrics and insights to identify the target audience for targeted marketing efforts.
  • Optimize the right posting time : 
    Users post over 6000 posts every second on social media. Although, the average lifespan of a post is 15-20 minutes. So, you should post content in the right time frame, otherwise it might get lost in the users’ feeds. Hashtag analytics tools help to identify the time frame when the users are likely active and it provides the desired engagement.
  • Monitor hashtag engagement:
    You should measure the impact of your implemented strategies to monitor the engagement gained by a hashtag. Hashtag analytics tools help you monitor the engagement metrics for your hashtag campaigns on social media. Also, a decline in engagement metrics specify that the applied strategies are not effective. You can improvise your hashtag marketing strategies in real-time.
  • Get engage with your audience : 
    For years, brands and marketers have used social media to update content and for promotional campaigns. But brands have to understand that it’s no longer a one-way street, you have to engage with your audience as well. Engaging with the audiences helps to build trust among the communities. It also gives an opportunity to listen to users’ opinions and it can ultimately help in product development and analyzing demand.
  • Uplift hashtag’s reach through influencers: 
    Social media influencers are individuals that can stagger user decisions in your favor. Hashtag analytics tools can help to identify influencers that have engaging communities to increase engagement and conversion rates of your brand. Collaborate with such influencers to get an opportunity to promote your brand and also prospects for new customers.
  • Join trending conversations:
    Engaging in trending conversations related to your industry helps to increase your brand’s reach and awareness. You can leverage such conversations to identify new target consumers of your competitors with unsatisfying user experiences.

You can use a hashtag analytics tool to track such conversations for specific keywords and hashtags. Using the right hashtags in these conversations in ongoing popular conversations can boost your brand on social media.

  • Build a community around a branded hashtag: 
    You can create a branded hashtag to represent your brand on social media. You can then focus on building a community for your brand by promoting the branded hashtag. The community can help you create content and influencers that engage with your brand to promote your brand.
  • Promote contests and giveaways:
    Social media contests and giveaways are one of the most effective tactics for boosting engagement and gathering followers for your brand. It also presents an opportunity for brands to engage with their target audience. Users on social media channels love to compete in organized competitions to gain discounts and win gifts, products, or merchandise from a brand. In the case of giveaways, it would be wise to organize several small giveaways.
  • Leverage user-generated hashtag:
     User generated content are now more popular than ever as they offer authentic and unique content from several users. You can also use positive feedback as testimonials to improve your brand image and build trust. You must leverage user-generated content or hashtags to promote your brand. Encouraging users to share their experiences not only helps in stockpiling content to promote your brand, it also adds valuable user data that can be used for future targeted marketing efforts.

Types of Hashtags

  1. Branded hashtags – A branded hashtag is usually created to symbolize the brand. It is often used to promote or tag brands directly in the tweets. These hashtags are simple and easily relatable to the brand . Some brands use their brand name as the hashtag or also add a keyword to their company name to create a branded hashtag. Keeping track of branded hashtags can also help you to find how many users are engaging with your brand.
  2. Trending hashtags – Trending hashtags are hashtags that are currently having the highest engagement metrics. You can find trending hashtags by clicking on the ‘What’s happening’ section on Twitter. If you use Twitter on a  smartphone then just open the app-click on the search bar icon, then click on trending hashtags. By the help of these trending hashtags you can generate brand awareness and increase your social media presence.
  3. Campaign hashtags –  Just as the name, these are hashtags that are specifically created for an event or a social media campaign. It helps brands to increase awareness and to promote their events. Users also use these hashtags to share their experiences about  the event. This helps the brand to increase their reach and impact of the event along with engagement. Monitoring these hashtags can help you to keep an eye on the strategies.
  4. Content hashtags – Content hashtags are primarily keywords that are used to define your content. For example, if you are tweeting about social media marketing, you can use #socialmediamarketing in your tweet. It will categorize your tweet to the social media marketing category and thus increase your engagement. Using the right hashtags can help you to boost your reach and increase your brand’s social media presence.
  5. Niche hashtags – Niche hashtags are hashtags that are often used in niche sections or by the niche influencers. Using niche hashtags can help you target users for better engagement and conversion rate. You can also contact niche influencers to connect with your brand.
  6. Influencer hashtags – These are hashtags used by influencers to boost their content on social media or any other social media platform. Brands mostly use these hashtags to track known and respected influencers in the industry.

How many hashtags to use?

Twitter –

Tweets with hashtags tend to see significantly more engagement than tweets without, but as usual, there are rules about using hashtags on Twitter. Experts and social media marketers suggested using 1-2 hashtags because tweets with more than 2 hashtags draw 17% less engagement whereas tweets with 1-2 hashtags derive 55% more engagement.

Instagram –

Instagram is another social media platform where hashtags can be used on reels, posts, stories, and bio. The limit of hashtags for reels and posts is 30 and you can add a maximum 10 hashtags on story.

LinkedIn –

Linkedin hasn’t always supported hashtags, but hashtags are back on Linkedin. The platform suggests you to use 5 hashtags otherwise more than 5 hashtag linkedin algorithms mark  it as spam.

Facebook –

Using hashtags on facebook can make your post get more exposure – but you have to use them the right way. Don’t use too many hashtags just go for 1-2 hashtags per post for the best engagement.

Pinterest –

Pinterest has also adopted the use of hashtags but just  as facebook it also doesn’t have much effect on the marketing of posts.

Wrapping up

Using the right hashtags can help you to increase the reach of your brand on social media. After reading this article, now you are aware about the meaning of hashtag, hashtag marketing tactics, uses and types of hashtags. It’s high time to up your hashtag game and fatten your brand to social media horizons. First, choose an effective hashtag monitoring tool to track your hashtag performance metrics in real-time. You cannot create an effective hashtag marketing strategy without that, So start amping your marketing with an effective hashtag tracking tool that can provide real-time performance metrics. Tools such as Trackmyhashtag, brandmention, socialert etc…

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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