LinkedIn

  • Getting started with the simple Hashtag – Where, why and how.

    First known as the number sign or a tic-tac-toe board, the hash symbol has become a household name. Its reincarnation as the hashtag started over 11 years ago, can you believe? It was once used as every second word in tweets and then migrated its way to other social platforms and has now grown to encompass social movements and moments captured around the world.

    It is the defining symbol of the digital age. With advertisements, campaigns and brands constantly in our face it’s hard to find one that doesn’t don the hashtag. Its a marketing tactic used to create communities, awareness and dedicated channels to boost the bottom line and find new audiences.

    The benefits of creating a hashtag for your business are huge. Essentially they give you a direct channel for customer engagement and is also a great marketing resource.

    Hashtags can be phrases used by your customers to interact with brands. This helps customers remember your brand.

    Hashtags will increase your traffic, clicks and engagement. These things should already be factored into your businesses social media ROI strategy.

    Hashtags will help your increase clicks, traffic and engagement with your content. Factoring hashtags into your businesses social media ROI strategy is a must. When deciding on what hashtags to use, take into consideration what goals you want to achieve and customize accordingly. These goals could be:

    • Increase brand conversations with your company
    • Be more visible on a specific social network
    • Find hashtags related to you
    • Increase total link clicks
    • Measure total reach
    • Increase mentions
    • Have a better grasp of social media trends
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    Hashtags have different benefits for each social network:

    Twitter:

    Hashtags originated from Twitter. This means twitter provides the perfect platform to use hashtags. Discover, conversations and following major worldwide trends. For businesses using popular hashtags means you have the chance to have more viewers on your tweet, increasing your exposure.

    An advantage of hashtags on Twitter is that you can link each Tweet. Instagram however only lets you put a link in your bio. This makes Twitter less confusing your audience to get from your social media to your website or marketing pages.

    Also, Twitter’s search features make it simple for branded hashtags. These hashtags are unique to a brand but are easily discoverable from other Tweets. This is why so many brands do social media campaigns on Twitter. For most businesses, it’s hard to go wrong with this channel.

    One area you might want to avoid with Twitter hashtags is with visual content. While Twitter supports images and videos, users tend to engage more with visual content on Instagram. This platform is perfect for contests, promotions and other heavily-visual content.

    Instagram Hashtags:

    Instagram hashtags are frequently searched, so your chance of discovery is increased. One issue is that Instagrams hashtags aren’t very cross-network promotional. While you can link to your Facebook or Twitter in your bio, you would normally want to leave that space to link to your marketing pages and websites.

    A huge benefit of hashtagging on Instagram is that you can use up to 30 tags per post. Normally less is more with hashtags but with Instagram, you can hide them by putting them in the first comment. Doing this avoids over tagging your posts and spamming your followers.

    Facebook Hashtags:

    Facebook hashtags are unique. While they’re not nearly as popular as Instagram or Twitter, hashtags are still effective here. With Twitter you see every Tweet using a specific hashtag. But on Facebook, hashtags categorize by popularity and date used. However, you can filter by who posted the hashtag, tagged location and date posted.

    Unlike Instagram hashtags, it’s best to use a few as possible. A Surepayroll infographic showed Facebook posts with 1-2 hashtags receive 177 more interactions on average per post compared to those with 3-5 hashtags.

    mindful marketing hashtag

    Start Getting Creative

    Now that you have your goals and networks mapped out, it’s time to get creative. However, there’s an important balance between getting too creative or being too dull. Hashtags have to be unique and relevant to your business.

    Don’t simply create a hashtag to have one. Instead, make sure this is something that will stick with your audience in a positive way.

    Some tips to help you get started:

    • On the shorter side
    • Easy to remember
    • Consistent with your brand
    • Exclusive to your brand
    • Focused on one message
    • Unique and not generic

    Following these basic tips will almost guarantee you will see results.

  • LinkedIn’s Secret Sauce to boost your marketing

    The business solutions team at LinkedIn published a fantastic infographic back in 2017 about how LinkedIn used their own platform for marketing. Called “The Secret Sauce”.

    This year they came back with a new and improved “spicer” sauce with new tips and ideas highlighting how the marketers at LinkedIn are using their platform to boost their marketing.board-marketing-strategy-6229

    The main ingredient in LinkedIn’s new Secret Sauce is integrating organic and paid strategies for more effective marketing campaigns. The ebook has a huge amount of best practices for improving your marketing and advertising on the LinkedIn network.

    To amplify your paid efforts you need to increase your organic reach. From their marketing can test and optimize their content to choose the best performing paid campaigns.

    Even though the guide focuses more on advertising, marketing and PR professionals who use nonpaid strategies will benefit immensely as well.

    Using sponsored content will help determine your more effective organic posts. Direct sponsored content, sponsored posts that do not appear on company pages, can be used to conduct A/B tests.

    Questions you need to ask yourself:

    • Is my caption copy on my LinkedIn ad too long?
    • Are my InMails driving responses?
    • Am I including statistics in my posts? And what is the impact of this?
    • Do my Sponsored Content posts have eye-catching headlines?
    • Are my Dynamic Ads attention-grabbing?

    LinkedIn has become more attractive than other platforms.

    According to LinkedIn, business professionals spend more time viewing and interacting with content on the platforms newsfeed. Members are engaging with their newsfeed 50 per cent more than last year. Likes, comments and shares have doubled since last year and members are views are up 60 per cent.

    More marketers may begin to prefer LinkedIn over Facebook due to Facebook’s algorithm changes that severely constrain organic reach of brands, some observers predict. Facebook now prioritizes posts of users’ personal contacts and shows fewer posts from publishers and other businesses in newsfeeds. LinkedIn’s numerous changes make it more attractive for content marketing.

    Readership and engagement of the top 100 best performing articles on LinkedIn quadrupled over the past two years, according to a NewsWhip analysis.

    LinkedIn offers these tips for more engaging promotions:

    • Test ad creatives. For sponsored content, run at least four different creatives against one target audience to optimize for highest performance.
    • Viewers love stats. LinkedIn says sponsored content updates that include a statistic saw a 37% higher CTR and 162% more impressions.
    • Bid aggressively. In one test, bids 10% higher than the maximum suggested bid saw a 15% lift in CTR and 27% lift in conversions. (Obviously, this recommendation results in more advertising revenue for LinkedIn.)
    • Consider rich media. Rich media images have 38% higher CTR than share updates with a thumbnail image preview.
    • Combine sponsored email and content. When LinkedIn used Sponsored Content and InMail together, it saw a 25% increase in Sponsored InMail open rates and a 95% increase in CTRs.
    • Work on images. Eye-catching imagery that matches the content’s message helps capture audience attention. Keep the text on imagery to a minimum. Because a large percentage of engagement on LinkedIn ads comes from mobile devices, it’s important to examine how it appears on small screens.
    • Consider affordable image options. Creativity doesn’t have to be a costly venture. While organizations with sufficient budgets can turn to Photoshop and platforms like Visage to find and edit images, many sites like Canva offer free resources.

    It’s undeniably best if companies run their own tests of content marketing and paid advertising to validate results and determine the most effective approaches.

    Bottom Line: More companies place greater emphasis on LinkedIn as a marketing tool as the platform continues to add and tweak its features. Companies find that PR and marketing work best on LinkedIn when they work together.

    Ready to set your LinkedIn marketing strategy on fire? Check out the full ebook here.

     

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