The Best Hashtag Tips for Small Businesses in 2020

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Photo by John Tyson on Unsplash

If you want your social media content to be found by more people, it’s time to up your hashtag game. Since the introduction of the first hashtag on Twitter by Chris Messina in 2007, this feature has come a long way, especially after being implemented on other major platforms like Facebook and Instagram. 

In short, a hashtag is a word or phrase grouped together with no spaces and begins with a pound symbol (#). Hashtags are used to group together social media content along the same theme. On many platforms, users can “follow” a hashtag to see new posts that use that particular tag in their feed. For example, when I was planning my wedding, I followed the hashtag “#DIYwedding” on Instagram to get inspired by what other people were creating for their wedding.

Using hashtags in your social media content will help you reach a wider audience and boost engagement. However, there are some important tips you should keep in mind so that you don’t actually decrease your reach and engagement by using tags the wrong way. Read more for my best advice on using hashtags in 2020.

Find the best tags first

If you go to Twitter or Instagram and search for the hashtag “#music”, you’ll find millions of posts! The shorter and more widely-used your tag is, the more competition there is to show up as one of the top posts for it when users search for it. 

As a small business, you need to look for hashtags that are more specific to your target audience and have lower volume. Here is how to do that on Instagram:

1. Search for the tag you’d like to use.

2. Take a look at the “top posts” section and click on one of the posts.

3. If possible, check how many likes and comments are on the post. If you tend to get around the same amount of engagement on your posts, that’s a good sign that you might be able to show up in the “top posts” section of that hashtag search.

A simpler way to do this is to just pay attention to the amount of posts that use the hashtag. I would recommend using hashtags that have less than 100k posts.

Use local hashtags

People love supporting their community and being in the know of what’s happening around town. If you have a brick and mortar location or are hosting an event, think about using hashtags related to your city and surrounding areas. 

If you live in a big city like Chicago, use your neighborhood or surrounding neighborhood like #LoganSquare or #LincolnPark. You can also add #ShopLocal to the beginning of your city’s name, like #ShopLocalGrandRapids or #ShopLocalGR.

Don’t go overboard on these, though. I will explain why later in this post.

Keep them relevant

Don’t use hashtags that aren’t related to the content of your post. This can hurt your engagement numbers, especially if you use something spammy like #Follow4Follow or #ShopNow. Some platforms like Instagram actually ban hashtags like these. (Click here for a list of hashtags that are currently banned on Instagram.)

For optimal engagement and user satisfaction, make sure to use tags that are actually relevant to your post. Think of what users might be searching for on social media in order for them to come across your brand and actually want to buy from you.

Dime & Regal puts their hashtags in the first comment of their posts on Instagram.

Put hashtags in your comments on Instagram

There is no real science behind this tip, but it helps keep your Instagram captions clean. Rather than adding your hashtags at the end of your caption, put them in the first comment of your post. 

This will still make your post searchable, but will show a much cleaner caption when users click “... more” to read your full post.

Don’t use too many tags

One misconception about hashtags that some have is that the more hashtags you use, the more likely it is that your post will be found by more people. This isn’t true! In fact, a recent study by Mention showed that posts with a ton of hashtags saw way less engagement. 

Instagram allows users to use up to 30 hashtags, and although some marketers might recommend that you use as many as possible, this marketer recommends focusing on quality over quantity. 

• Instagram: Shoot for 7 or less hashtags. Make them super relevant to your post. You can feel free to add more than 7 if you have some branded hashtags that you like to use (such as Dime & Regal’s #TheRegalLife hashtag), but keep the total number to 15 or less.

• Twitter: Shoot for 2 or less hashtags. Only use them if they truly add to the conversation.

• TikTok: Because TikTok is still so new, it basically runs on hashtags. However, don’t use more than 3 or 4 hashtags—mostly because any more than that simply looks cluttered on posts on the platform.

• LinkedIn: Definitely don’t use more than 7 hashtags, but again, only use them if they add to the conversation.

• Facebook: Don’t use hashtags on Facebook. They won’t make much of a difference for your reach and engagement numbers.

Photo by Thought Catalog on Unsplash

Change it up

Another strategy that might hurt your engagement or reach is using the same hashtags over and over. Instagram might penalize you for this spammy behavior. Instead, create hashtag groups for the different things you post and change them up every single time you publish something. 

There are a few benefits to this. Especially if you’re just starting out, you’ll be able to see which hashtags perform best in gaining new likes and followers. Not only that, but the Instagram algorithm won’t mark your account as spam and limit the number of people who can see your posts.

If you’ve read my previous posts about search engine optimization (SEO), you might be thinking that building a strong hashtag strategy sounds very similar to finding the best keywords for your website. That’s because many of the algorithms used by social platforms are using the same factors that Google uses to rank search results. Employing the same type of mindset for each category of your digital marketing strategy will help you better understand the best course of action for your business.

8 Digital Marketing Trends and Predictions for a Post-Pandemic World

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As more states lift stay-at-home orders and restrictions, businesses across all industries are starting to open their doors once again. For businesses that rely on in-person services and settings, the customer experience will likely be very different.

Leveraging more digital marketing tactics is becoming exceedingly crucial for small businesses this summer, as our country recovers physically, socially, and economically from the COVID-19 pandemic.

Here are eight digital marketing trends that will be hugely important for small businesses this summer. Although adapting all of these strategies may not be the answer for you, it’s worth it to spend some time considering which of these tactics will work best for your business.

Video marketing is essential.

If you’re not incorporating video in your digital marketing efforts, make this summer the time you start. Videos are an easy way to convey information and are proven to perform better on social media. For example, a 2019 study by quintly reports that videos receive 49% higher interactions on Instagram.

When people are hanging out on social media, their attention span may not always be able to carry them through a long text or blog post. A video is more likely to grab their attention and keep them around longer to see what your business has to say.

Plus, with video sharing platforms like TikTok on the rise, adopting a video strategy can help you reach a wider audience on new platforms. You can even repurpose or cross-post these videos to duplicate your efforts.

Authenticity is king.

As younger generations—who have been bombarded with ads their entire lives—enter the workforce and start making more purchasing decisions, we’re seeing consumers flock to brands that are more genuine in their messaging.

Making a shift to more authenticity in your marketing will pay off for your small business, especially if you cater to a younger audience. We already know that this shift has been paying off for brands on Instagram, but how else can you adopt this strategy?

One way to start is to think of your brand’s social media presence as that of an easygoing friend. Stay professional, but don’t obsess over every single picture or creating the perfect sentence. Focus on making connections and building relationships.

AI is the future.

Yes, I’m talking about artificial intelligence! AI is more commonly used in marketing than you might think. AI is present in the algorithms that show related products or videos on YouTube, Google, and eCommerce websites.

How can your business implement AI in its marketing efforts? One word: personalization. Even something as simple as personalizing the marketing emails that you send to your customers can go a long way. 

If you have a widely used website, chatbots might be a good idea. Chatbots are website add-ons that allow customers to ask questions 24/7. The application automatically performs tasks or answers questions according to keywords your website visitors use. This is a great way to improve your customer experiences and convert more sales in a more automated way.

Photo by Kevin Bhagat on Unsplash

Social proof pays off.

I think a lot of small businesses still underutilize the power of social proof in their marketing. As a refresher, social proof is the psychological phenomenon that people will adopt the same behavior that they see from their friends and peers. 

Social proof exists in forms like customer reviews, influencer marketing, and earned media. Even word-of-mouth marketing is an example of social proof in action. 

Make sure to respond to reviews (good and bad), share customer testimonials, and send a “thank you” to customers that refer your business to their friends and family. You’ll see that these simple changes require very minimal effort but can make a huge difference in customer acquisition.

Corporate social responsibility creates stronger relationships.

It’s impossible to ignore everything that is happening in the world, and we’ve seen how big companies taking a stand has paid off in creating stronger advocates for their brand. We also know that younger generations value social responsibility. As stated in Deloitte’s Global Millennial Survey:

Millennials and Gen Zs start and stop relationships with companies for very personal reasons, often related to a company’s positive or negative impact on society.

Even something as simple as a strong statement of support can go a long way. For example, in Reebok’s response to the recent protests against police brutality across the nation, they even stated “We’re not asking you to buy our shoes. We are asking you to walk in someone else’s.”

If you haven’t already, and if you’re financially able, make this the summer your business gives back. Choose a cause that aligns with your brand’s mission statement and get involved.

PPC is out; SEO is in.

When was the last time you clicked on a Google search or display ad? Unless the content of the ad included information you were looking for, or an unbelievable promotion that you couldn’t pass up, it’s unlikely that you have clicked on one of these ads in a while. 

It has become increasingly easy for internet users to tune out pay-per-click (PPC) ads, whether it be through the use of technology or just being able to ignore them. As consumers see more and more of them, interruptive digital ads just don’t do it anymore.

Search engine optimization (SEO) however, which aims to rank your website first on search engines organically, won’t be going anywhere. In fact, over 55% of marketers surveyed by HubSpot for their 2020 State of Marketing Report say that SEO is either “very important” or “extremely important” to their overall marketing strategy.

Focusing on your small business’s SEO efforts will help you bring more traffic to your website over time. Plus, this traffic will be more prepared to make a purchase from you.

Content marketing isn’t going anywhere.

Along the same vein of SEO is content marketing. Creating content that aims to help your target audience answer their questions will create trust, boost website traffic, and ultimately help you build stronger customer relationships. 

It’s obvious that people won’t stop using the internet as a resource for helpful information, and the more your business aims to be helpful, the more success you will see from your marketing efforts. Start with your small business’s blog. Blogs don’t need to be updated constantly to be effective. Focus on quality over quantity, and you’ll see your traffic (and quality of customers) improve.

Photo by Nick Morrison on Unsplash

Less foot traffic doesn’t have to mean less sales.

This summer, it’s likely that people will still be practicing social distancing, at least until a vaccine for the coronavirus becomes widely available. If your business relies on foot traffic and in-person interaction to make sales, it’s time to get creative. How can you bring these important interactions to the digital world instead?

Look to new digital methods that aim to attract more of this “foot traffic” to your website instead of your brick-and-mortar location. It can be any of the aforementioned techniques, or something new like a virtual event. 

As far as other customer experiences, what are some things you can implement on your website that will make their lives easier? If you’re offering something like a speedy online reservation or checkout system and your competitor isn’t, which business do you think your customer is more likely to want to support? 

Summer 2020 will be very different from summers that we’ve seen in the past. In order to adapt, small businesses will need to adopt more digital strategies for customer acquisition, engagement, and retention. I may not have a crystal ball to see exactly which trends will excel and which will flop, so make sure to stay agile in implementing these efforts!

[FREE Content Calendar] Building an Instagram Strategy for Your Small Business

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With over 1 billion active users and the highest engagement rates in the realm of social media, Instagram has become a very powerful tool for brands big and small to connect with their audience. 

Instagram reports that 90% of its users follow a brand account on the platform, which means that if your business caters to customers between the ages of 18-34, it’s a great idea to look into developing a presence on this platform.

In recent years, Instagram has introduced new features that give businesses more opportunities to engage with users and promote their products and services in new ways.

• Features in Stories: Although this has been on the platform for some time, there are features within Instagram stories that can help you interact with your customer base in new ways, like polls, questions, and more. Brands with a larger following can also link directly to products or other webpages in their stories as well. You can also build your social proof by re-sharing stories from other accounts that tag your business page.

Here is an example of how to re-share stories that your page is tagged in.

• Shoppable Posts: Another feature that brands can enjoy is the ability to upload links to products to create “shoppable posts”. This allows businesses to link to products in their posts that users can access by simply tapping the post. Users can even purchase the product and check out without leaving the app. This makes for a seamless shopping experience for your customers.

• Video Posts on IGTV: Before the launch of IGTV, video posts on Instagram were limited to 60 seconds or less. Now, brands can upload longer-form videos to Instagram using this feature. These appear on the profile grid as a regular post where users can watch the beginning and tap to view the full video on IGTV if they want to watch the full segment.

Source: Facebook for Business

Setting Up an Account

To get your business set up on Instagram, you will first need to make sure you have an active Facebook Business page. 

1. Download the Instagram app on your phone and create an account.

2. Next, you will need to convert this personal account to a business account. You can do this by tapping the menu icon in the top right corner, selecting “Settings”, “Account”, and “Switch to Business Account”.

3. You’ll then be asked to connect your Facebook page to your Instagram Business Account.

4. Then, you’ll just need to answer some questions about your business, like your contact info and what type of business you have. Click “Done”, and you’re ready to roll!

5. Once you have switched to a business account, make sure to customize your profile with your branding, a description, and your website!

Building Your Strategy

Now, it’s time to figure out your small business’ Instagram marketing strategy. First, here are some things to think about that will guide you in the right direction.

• Audience: Go back to your target customer profile. What are their interests? What other types of accounts do they follow? What are those accounts doing on Instagram? This will help you better understand how to reach this target audience with engaging content that they will love.

• Competition: Are your competitors on Instagram? Visit their profiles and see what kind of content they’re posting, and if it’s getting any engagement from your target customers. If not, look for other small businesses that have similar offerings but are outside of your market. Give them a follow and see what kind of success they might be seeing from the platform. 

• Hashtags: Using relevant hashtags in your posts will help your account become more discoverable by new audiences. Think of hashtags as search terms that your target customer might type in Google. For example, broad terms like #flowers will return millions of posts that users will need to sort through, but more specific phrases like #grandrapidsflorist or #uniqueweddingflowers will help you reach the people searching for your services or products. There are plenty of theories on hashtag usage, but my best advice is to make sure your hashtags are actually related to the content of your posts. Also, try to use 7 hashtags or less per post. Mix it up and see which ones lead to more followers (and ultimately, more customers).

• Timing & Consistency: It’s a good idea to plan how often you will post, and when. Whether you decide to post twice a week or multiple times a day, it’s important to keep it consistent because of the way the feed works. For example, if you don’t post for a month and then decide to post multiple pictures in one day, your followers will suddenly see a bunch of posts from you in their feed, which doesn’t create a positive experience. This is how brands might lose followers. Additionally, make sure you choose the right time of day to post for maximum engagement. Recent studies show that the best times to post on Instagram are Wednesdays and Fridays at 11am. However, you will be able to view when your followers are most active on the platform by visiting your account’s Instagram Insights. 

• Engagement: In order to boost engagement on your small business’ account, it’s important to spend some time engaging with your followers or other related accounts with likes, comments, and replies to comments (especially comments on your own posts). This shows that there is a real human behind your brand, which people find a lot of value in (...more on that below).

If you’re new to Instagram marketing, understand that there will be some trial and error. Don’t feel like you need to have every single thing figured out before you start posting. After some time, you’ll soon find out what works best for your business.

Posting Great (and Authentic) Content

Once you have your initial goals and strategy nailed down, it’s time to start posting some awesome content! Here are my best tips and trends for small businesses.

• Focus on the visuals, but don’t obsess over them. We know that Instagram is a very visual platform, but there has been a recent shift to more authenticity. Earlier this year, Instagram started hiding the number of “likes” on posts for some accounts and regions. One result of this is that people are starting to post more, and their posts are less edited and more organic. This is great news for small businesses, as it means that the days of obsessing over choosing the correct filter are over. Things like overly-filtered images or stock photos won’t perform well on the platform.

Photo by Ben Kolde on Unsplash

• Look for micro-influencers or even nano-influencers to partner with. Influencer marketing is HUGE on Instagram, but it can also be expensive for small businesses. Look for micro-influencers (10-100k followers) and—a new term here—nano-influencers (less than 20k followers) that post content related to your industry that you could create a partnership with.

• Partner with other local businesses. During times like this, it’s important for small businesses within your community to stick together and support each other. Look for other businesses in your area that you may not be in direct competition with, but that target the same audience as you, to do a giveaway or “Instagram takeover” with. This allows both of your businesses to introduce your followers to each other and promote your products or services to a new audience.

• Again, be authentic. Another trend of brands looking to show more authenticity on the platform is writing longer captions. This gives you an opportunity to talk more about your small business’s story, share your mission, and connect with your followers on a deeper level. It will also have your followers spending more time viewing your posts, which helps boost your posts within the algorithm that Instagram uses.

There are hundreds of other things that you can share on your Instagram account—these are just a few ideas to inspire you. 

If you’re looking for more inspiration for posts on Instagram, check out the example content calendar below with 30 days of Instagram posts ideas for small businesses.

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Earned Media: The (Mostly) Free Marketing Strategy that Generates Results

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Photo by Christine von Raesfeld on Unsplash

Free marketing: two words that are music to a small business owner’s ears. It does exist, to some extent, in the form of earned media. Not only is it low-cost, but it can help you onboard much more engaged and empowered customers.

Although I can’t say that earned media is 100% free—you’ll learn why later—it’s a great strategy to build for your small business if you’re looking at a smaller marketing budget right now.

Let’s take a closer look at how your business can “earn” earned media. You might already be doing these things, but putting more focus on them can generate some fantastic results in today’s marketing landscape!

What is earned media?

In short, earned media is free publicity. It’s the type of media coverage or other type of publicity that you don’t own or pay for. Media that you own, like your website or blog, would be considered owned media. Media that you pay for, like advertising, is considered paid media.

To give you a better idea, here are some more specific examples of earned media:

• A customer has a great experience in your store and gives your company a positive shout out or testimonial on their Facebook or Twitter.

• You make a food donation to frontline workers in your community, and your local news publication does an article or even a TV segment on your business.

• You (or someone else within your company) are asked to do a presentation or panel for a trade show or another industry event. Attendees tag your business on their social media accounts when they share the great things you have to say.

• A disgruntled customer leaves a negative review on your Yelp page. (Yes, negative things like this are an example of earned media too—just not the type that you should be going for!)

Why is earned media important?

Earned media is great for small businesses with small marketing budgets to leverage because, as I said earlier, it’s free (sort of)! When done right, you will start to see these types of strategies really pay off for your brand. Here’s why:

• As I mentioned in my previous post about social proof, people tend to base purchasing decisions and other behaviors off of what they see other people doing. According to research performed by HubSpot, 53% of US consumers hear about new products or companies from friends and family, and 57% of consumers trust information about these new companies from friends and family the most.

• Earned media can help you with your search engine optimization (SEO) efforts—also known as how high your website ranks on Google’s results page. More outside sources linking to your website will positively affect your ranking factors because it shows Google that you have a high-quality website that people find valuable.

• Earned media serves as a way to empower your target audience, rather than interrupting them. Although there is nothing wrong with the more traditional digital advertising tactics like display ads and search ads, younger generations that are starting to make more purchasing decisions grew up with these interruptive ads and are very much “immune” to them. Things like earned media come off as more organic and less forced to your prospective customers.

How can I build a better earned media strategy?

If you’d like to implement a better earned media strategy to attract and engage with more customers, here are my step-by-step recommendations.

1. Identify your objectives. As with anything, make sure you have a clear goal in mind for your earned media strategy. Do you want to make a big splash with your next product release? Do you want to drum up more interest from the local community? Do you want to increase brand awareness from a new audience? Starting off this way not only helps you understand what success looks like, but also helps you know where to go next.

Photo by Roman Kraft on Unsplash

2. Learn more about your target customer. Where are they spending time online (or offline)? What places or platforms are they going to to ingest media? For example, if you have an older audience, it’s possible they will look at reviews of your business left by previous customers. If you have a younger audience, they might follow the word of their peers on social media. If you target other businesses, they probably read blogs related to your industry.

3. Tell great stories and build great experiences. This is where your earned media strategy takes the most time and patience. You want to build advocates and evangelists of your brand by taking the time to give every single customer a 5-star experience. What are some changes you can make to your customer-facing processes or products that will have them shouting your praises from the rooftops? 

4. Reach out to your community, the local media, and fellow industry members. As a small business, there are so many ways that you can reach out and connect with your local community. We already know that customers feel more empowered when they shop with a business that is socially responsible and gives back to the community, so what are some ways that you can give back that align with your mission statement? Remember, in order to gain local media coverage (if that’s what you’re looking for), you need to do something newsworthy. Additionally, if you’re a B2B business, you can reach out to other members of your industry to get involved as a speaker or panelist at your next industry trade show. (However, if you elect to sponsor an event, remember that since you paid for that coverage, that is paid media, not earned media.)

5. Make the most of each opportunity. You may not have the local news station giving you a call right away, and that’s okay. Even coverage opportunities like a shoutout from a small blogger can pan out to be very powerful. Maybe that blogger won’t be so small-time in the next 3 years! Focus on building relationships with as many writers, influential community members, industry experts, and brand advocates as possible. Engage with your customers that post to your wall on social media. Represent your business at a small community event. Share with your followers where you’ve been featured in the media (no matter what size the publication is). 

Now that you know more about earned media, hopefully you now understand why it’s not 100% free: it takes time! The benefits that you’ll see in brand awareness and quality of customers gained from these tactics, however, make all of that time and energy worth it for your business. With everything going on in the world today, now is a great time to start putting more focus on your earned media efforts. By next year, you’ll be thankful that you did!

[FREE Worksheet] Four Things to Consider Before You Rebrand Your Small Business

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Photo by Jon Tyson on Unsplash

When you think of your small business’ brand or identity, what do you think of? Do you think of your name and logo? Do you think of the sign in front of your storefront or office?

In truth, your “brand” is so much more than this! Think of your brand as the personality of your business. It’s about how you relate to your customers, and how they feel about your business. It’s about how you stand out from your competition. It’s even about how your employees feel about working for your business.

A rebranding campaign is (and should be) more than just a new logo, location, or name. Although all of these things may play a role in your rebrand, there are plenty of other things to acknowledge and plan if you think you’d like to give your company a bit of a “facelift”.

Start here: Why do you want to rebrand?

There are plenty of reasons why you might be thinking about rebranding. Here are some ways your small business might benefit from a rebrand:

• You’ve been in business for a long time, but sales are more recently dwindling. This is an indication that your brand could use a refresh or—as I said before—a bit of a “facelift”. This is especially true if you first opened your doors over 5 or 6 years ago. Sales may be decreasing for a number of different reasons, but one thing that can grab the attention of your target audience again is a new look and feel.

• Your business has evolved and you’d like your brand to match. Is your business offering something new or different than it was when you first opened? Maybe you’ve slowly made some changes to your customer-facing processes and feel that your current branding should catch up.

• You’d like to better differentiate from your competition. If you notice more potential customers choosing your competitor(s) over your business, think about why. A rebrand may help you better stand out as a better option to those potential customers.

• You’re making another massive change to your business. If you’re moving locations or introducing a new product or service, a rebrand can help you make an even bigger splash with that campaign.

• You’d like to reach a new audience. If you’ve already captured the attention of a particular target audience and would like to expand, a rebrand can make your business more appealing to a new type of audience, like Gen Z.

Understanding your specific reason for a rebrand will help you create a campaign that makes the most sense for your business and goals.

What are your goals?

Any successful campaign starts with setting SMART goals, because otherwise, how would you know if it was successful? You may remember me talking about SMART goals in my previous post about building a product launch campaign. If not, here is a bit of a refresher.

Remember why you chose to rebrand in the first place, and write down goals that are specific, measurable, achievable, realistic, and timely.

After the launch of your rebranding campaign, track the success based on these goals that you’ve written down.

How will this rebrand tie in with your mission statement?

Keep your rebranding true to your original mission and values. How will this help you accomplish the vision you had in mind when you first started on this adventure?

Moreover, if you think that your original mission has changed, make sure to identify and communicate your new mission statement to both your customers and employees. 

Having a clearly communicated mission statement helps boost employee engagement. According to a report by Deloitte, 73% of employees that work at a “purpose-driven” company are engaged, compared to only 23% of employees that don’t work at a company with a clear purpose and mission.

A more engaged workforce leads to more productivity and ultimately, better customer service. It’s a win-win for everyone!

Photo by Patrik Michalicka on Unsplash

Why should your customers care?

Speaking of your customers, how will you get them bought into this rebrand? Are there other changes that will improve their experience that you can launch with your campaign? How can a new brand identity help make their lives easier? After all, the goal here should be to convert more sales and maybe even make your customers so pleased that they turn into vocal advocates for your business!

Here are some ideas to get your customers excited for your new brand identity:

• Launch a new, more streamlined website that your customers can use to buy your products or book your services.

• Introduce a new program that can help them save money, such as a rewards program, referral program, or a recycling program.

• Start using supplies or processes that are more environmentally friendly—think recycled packaging or a “go paperless” option for statements and invoices.

• Boost engagement and hype on social media by hosting a giveaway or contest related to your upcoming launch.

Remember, your rebrand is more than just a new look and feel; it should be something that truly improves the customer experience, drives employee engagement, and helps you achieve your vision for your small business.

Now that you’ve put some thought into these things, it’s time to plan and launch your rebranding campaign! I have found it’s best to collaborate with your teammates on projects like this because not only does it help them feel more bought in, you can get some great ideas and new perspectives on the direction to head in.

Take a look at my free rebranding worksheet that will help you get started on the right track.