For most online marketers and offline brand managers, taking advantage of the insightful user data from sites like Facebook and LinkedIn, along with their ability to target those users, has become a new industry “norm.” Based on factors such as age, gender, job title, and most importantly what those users are interested in, marketers can hone in on the specific type of user profile that best fits their business objectives.
Recently, it has been rumored that Facebook, in particular, has been or will begin allowing marketers also to target hashtags. This should allow for an even more focused way to attract the desired user base and provide them with very specific messaging with, hopefully, an even higher return on investment (ROI) for their campaigns.
One way to best think about these types of campaigns working would be to consider them as a stock portfolio or a keyword list similar to a Paid Search campaign. One might ask “how so?”
Well, as an example, an e-commerce marketer taking this approach should think of hashtags as very specific keywords, which in the Paid Search “world” are generally cheaper, have much less competition, and typically convert at a much higher rate than those keywords of more generic nature. So, creating campaigns with hashtags might prove to be very inexpensive.
Blending that inexpensive traffic into your overall campaign numbers should drive down the overall average cost per impression (CPM), cost per click (CPC), or cost per acquisition (CPA), whichever is best for the product or service. Targeting hashtags might also allow marketers to create individual and unique hashtags to create a retargeting effect that might also help conversion.
The potential for running sale campaigns and event marketing as well as understanding the myriad of topics your users are trending towards will lead to invaluable information for future offerings. To those closely aligned with social media marketing, keep an eye out and don’t hesitate to test this new capability. This could be a great way to cut down costs and move the conversion needle in the right direction.