5 minute read: how to create a #hashtag campaign

Hashtags are a great way of connecting and engaging with an audience but, in order for them to become the marketing vehicle you want or need them to be, you need to take several steps.

Follow our 5 minute how to guide and your hashtag could become an almost too-hot-to-handle-social-media-campaign…

Step 1: Find out what YOUR audience is REALLY talking about

There are two key factors here: identifying your audience and what these people are really conversing and discussing. Just because everyone was talking about the recent leader’s debate here in the UK, doesn’t mean your global audience is.

If you sell holidays, why not find out where people are talking about and why… If you are in the food sector, what foodstuffs are people conversing about? What is the latest super food? And how can they get it or use it?

Step 2: Simplicity is key

Hashtags can be used across a variety of social media platforms but checking out massively successful hashtag campaigns and you will see that they use one channel appropriate to them, and kept the ‘how to enter the competition/campaign/exchange’ as low barrier as possible

For example:

Using Twitter

• Follow @LocallyHQ

• Tell us what you think the most important website ingredient is, using #creativeweb

• Be part of the discussion!

No form filling; no subscribing to a newsletter; no navigating to website. Simple.

Step 3: Be social!

However, having a campaign landing page can work well as some customers will want to explore this campaign further. If you run a #hashtag competition, you will need this as there always have to be rules with these things.

But, the overall aim is to be social so why not have a smorgasbord of happy faces, amazing tweets and great ideas or discussion points to inspire others to contribute?

Step 4: Use traditional media too

If you are planning on running a #hashtag campaign, you need to know it is a long term exercise, not one that will instantly light up the world of social media – unless you are very fortunate.

Any offline or traditional marketing you do can be harnessed too, so keep that #hashtag rolling across your newspaper adverts, flyers, posters…

Step 5: Buy online promotion

Buying online promotion is one way to give you #hashtag campaign a bit of a kick start, should the uptake be slow. There is a paid ability on Twitter to promote a hashtag campaign BUT, like all marketing campaigns, going out on a limb will have far less reach than it being part of a strategic marketing plan.

Step 6: Harness real time opportunities

This is a posh way of saying leaping on the bandwagon of positive news. Hi-jacking is something that many other brands and businesses do but always take care that you are using this appropriately. Anything that plays on the misfortune of others is never a good idea – always be positive.

And finally, always measure the results, as well as reviewing was does work and what doesn’t. Why not build a #hashtag campaign in to your marketing plan?