Have you incorporated hashtags in your online marketing yet? If you’re still on the fence, here are three more reasons to get moving. Hashtags are a great way to target high net worth customers, and what business couldn’t benefit from at least a few more of those? Here they are:
1. High Net Worth Customers Are Learning To Embrace Social Media
The number of affluent Americans using social media is increasing, according to a survey the Spectrem Group conducted in Q2 of this year:
- The number of “Mass affluent” Americans (meaning those making between $100,000 and $1 million) who say they use Facebook has increased from 29% in 2010 to 61% this year. LinkedIn use has increased from 10% in 2010 to 31% this year. In contrast, Twitter use for this group languished at 11% (no figures for previous years’ use).
- The number of “Millionaires” (net worth of $1 million to $5 million) who say they use Facebook has increased from 26% in 2010 to 55% this year. Twitter, not so much (9%).
- The number of “Ultra high” net worth individuals ($5 million to $25 million) who say they use Facebook jumped from 27% in 2010 to 52% this year. Their use of LinkedIn jumped from 18% to 40%. Twitter, 7%.
Are you detecting a pattern? With Facebook’s introduction of searchable hashtags in their latest improvement to their Graph Search, users can search for a hashtag from their search bar, click on hashtags from other social media sites such as Instagram, and write posts directly from the hashtag feed and search results.
What this means: Searchable hashtags could revolutionize social media marketing on Facebook; not to mention what it will contribute to social media sites that are already using hashtags. It opens up an entirely new avenue for brands to contribute to and participate in real-time dialogues with prospective customers or new leads.
2. Hashtags Can Help Turn Local Presence into National Exposure
For high net worth customers who may be discerning enough to prefer a brand with a national presence, a smart hashtag strategy can get you there fast.
Chris Marentis from MediaPost, recently wrote: “Across social-media sites, hashtags can give national attention to local brands, increase visibility and boost the efficacy of social media marketing strategies. National brands, dealers, franchisees and other businesses that maintain a local presence and are seeking effective strategies to break through the online noise can effectively create and own trending hashtags, keywords and phrases. This can be done through educational and promoted social media posts that dominate the online conversation.”
3. Hashtags Help You Ride the Coat Tails of Already Powerful Brands
Nike, Amazon, Dell, and other top of mind brands high net worth customers know and enjoy are all using hashtags on Facebook, Twitter, Instagram etc. Each brand has their own naming convention and usage; however the opportunity exists for your brand to use similar hashtags if you offer a complementary service or product.
For example, the Facebook page of Sneakerfiles.com recently posted this on their timeline: Real? Photoshop? Sample? Nike Foamposite Pizza….has to be fake. Either way, I am hungry! ?#?sneakerfiles ?#?nike along with a provocative photo of a pair of sneakers with an image of a pepperoni pizza infused in its soles.
Hungry? Sneakerfiles.com successfully drew people into a new awareness and dialogue with their hashtag strategy around this curious pic.
They used the #nike hashtag along with one of their own to insert their brand into the stream of messages surrounding Nike’s brand.
Granted, this example doesn’t add credibility to your brand, but the strategy garnered this company exposure to an audience of potential customers that wouldn’t have been possible before without paying Facebook for a sponsored post, which, in addition to the cost, would not have inspired conversation and would have been evident to all viewers who didn’t block it as a company ad. No matter the customer demographic you’re after, this is a strategy that was clever and smart.
Have you used Facebook hashtags for creative marketing? What have your results been?