16 Marketing Automation Tools for Marketers to Streamline Repetitive Processes

Marketing automation tools keep cropping up as customers’ needs continue to evolve. 

The sharp marketer or business owner knows the value of keeping up with new trends. Unfortunately, while this keeps your marketing effective, it takes so much of your time that you have no time to focus on other important functions that need your attention. 

What is a small business without huge marketing budgets to hire big teams supposed to do?

Using marketing automation tools is the answer to doing it all effectively. 

As marketing evolves, so have the marketing automation tools. 

To help you pick out the best marketing automation software, here are 16 tools that you should try out if you’re looking to ease up on some of your marketing functions.

Jump Links:

1. Hubspot
2. Constant Contact
3. ActiveCampaign
4. InfusionSoft / Keap
5. Zoho Campaigns
6. Campaigner
7. Autopilot
8. Marketo
9. Dialog Tech
10. GetResponse
11. LeadSquared
12. Drip
13. Mautic
14. Salesfusion
15. iContact
16. MailChimp

1. HubSpot

HubSpot’s inbound marketing tool will turn your outbound leads into inbound ones. 

What makes HubSpot great is that it’s powerful enough for the expert marketer and easy enough for someone just starting out in marketing. 

How is that so?

Thanks to the simple visual board, you can craft as simple or as sophisticated automation conditions as you want, from setting simple email list autoresponders to setting up your sales funnels. 

Better still, you can integrate your blogging and content tools with HubSpot marketing and automate your content creation so you can delight your customers with the content they want.   

Marketing analytics are also available to view on the platform, so you can tell whether your marketing efforts are paying off or not. 

Pricing: There are three packages; the Starter package at $50/mo, the Professional package at $800/mo and the Enterprise package at $3,200/mo. 

HubSpot marketing automation tool is the solution you need to scale your marketing efforts. From attracting visitors to your blog, converting more leads, to making more sales. 

2. Constant Contact

Looking to automate your email marketing? Check out Constant Contact

This tool comes with unique features that will make your email marketing do so much for your business.  

Already have a list of leads saved somewhere on an Excel sheet or your Outlook and want to reach out to them?

Upload them into Constant Contact in a matter of seconds. 

In addition, you can use Constant Contact’s email list-building tools to build up onto your email list in-person, from your website, from Facebook, and more.

Once you upload your contact list, you can set the tool to handle autoresponders, unsubscribes, bounces, and update inactive emails automatically. 

Here’s the best part…you can send as many emails as you want every month. 

You also have access to real-time tracking tools that will give you reports on who’s opening, clicking, and sharing your emails.

Pricing: There are two plans; EMAIL starting at $20/mo and EMAIL PLUS starting at $ 45/mo.

Constant Contact takes your email marketing beyond the inbox. You can do more including online surveys, events, give away coupons, and more all from the same platform.

3. ActiveCampaign

Imagine sending fewer emails than you are right now, but getting twice the results. 

ActiveCampaign will help you do exactly that through its site messages feature. This feature lets you send targeted messages to your website visitors as soon as they interact with your website.

ActiveCampaign allows you to automate your contacts and manage your email list within its CRM system, ‘Deals’. You can add notes to contacts, set up appointments and send direct messages to your contacts all from Deals.

Pricing: The Lite plan is $9/mo, The Plus plan is $49/mo, The Professional plan is $129 /mo, and the Enterprise is $229/mo.

ActiveCampaign is one of the most flexible all-inclusive email marketing automation tools. It brings together your marketing automation, email marketing, and customer relationship management, all in one place.

4. InfusionSoft / Keap

Tired of using one tool to manage your leads, another to send emails and yet another to send your monthly or weekly newsletter?

Bring all these tasks into one place with InfusionSoft, now Keap.

This tool is useful for small businesses and solopreneurs looking to increase leads, revenue, and customer acquisition without having to spend so much time—or many different tools—to do it.

With InfusionSoft you can automatically collect leads and keep in touch with them based on their behavior.  For example, you can set the tool to send email reminders to customers who added items to their shopping cart but did not checkout.

Move your leads along your sales funnel using InfusionSoft pre-defined automatic marketing campaigns such as sending out birthday offers and re-targeting old customers with new offers.

Pricing: Price starts at $79/mo to $199/mo depending on the number of emails you want to send.

InfusionSoft will help you save time by having all your, CRM, email marketing, eCommerce and marketing tasks in one place.

5. Zoho Campaigns

Zoho Campaigns may be the new kid on the block, but it’s fast becoming a bigwig in the world of email marketing automation. 

Zoho Campaigns has beautiful email templates, an easy-to-use editor, and fantastic automation tools that will make it easy for you to build your audience, run targeted email campaigns and increase your reach.

Zoho Campaigns is fast becoming popular among marketers because it’s easy to use. You get a checklist of what you need to do to create your first email campaign. The checklist updates with each task you complete.

Pricing: You can pay based on the number of emails (from $3/mo for 500 emails) or the number of subscribers (from $5/mo for 500 subscribers). 

Automate your entire email campaign process including performance reports with Zoho Campaigns.

6. Campaigner

Nurture your leads and increase your sales with Campaigner

The better you nurture your leads, the more repeat customers and brand advocates you’ll have. 

This is certainly no mean feat even for the expert marketer. But with Campaigner, you can automate this process through triggered campaigns and events. 

The tool has an Experiment feature that lets you test your subject lines, conduct A/B testing and test the effectiveness of the contents of an entire email.

Once you’re sure what will work best, use the tool’s intuitive drag and drop builder to create powerful emails and automate functions such as email scheduling and auto-responding. 

You can also connect your eCommerce store to Campaigner and drive more sales.

Pricing: Price starts at $19.95/mo for 1,000 contacts, $40.95/ mo for 5,000 contacts, $119.95/ mo for 25,000 contacts, and $449.95/ mo for 100,000 contacts. 

Campaigner is a good tool for a small business that is trying to make a name in the industry and increase sales in the process.

7. Autopilot

Autopilot stands out as one of the most visually appealing marketing automation software in the market.

Keeping up with your customer journey can be quite tasking, but with an automation tool like Autopilot, it can soon be a breeze. 

With Autopilot you can capture new leads from your website, blog or app then create personalized messages to nurture these leads. 

Autopilot makes it possible to automate repetitive tasks such as assigning leads, booking appointments, following up on leads, and educating subscribers.

Pricing: Price starts at $49/month for 2,000 contacts, $149/mo for 5,000 contacts and $249/mo for 10,000 contacts.

Autopilot will let you take your customers through the journey from the moment they become a lead until they are an advocate. 

8. Marketo

Acquiring customers is one thing, but building a relationship with your customers in order to retain them is another. 

Marketo is a good tool for the marketer looking for an easy way to manage leads and build a good relationship with their customer.

Pricing: Prices are available on request. However, Marketo offers a free trial that you can take advantage of to get a feel of the tool. 

From acquisition to advocacy, Marketo will take care of all your marketing automation needs quickly and easily.

9. Dialog Tech

Wouldn’t it be nice to know how your leads react to your marketing messages as you engage them on the phone, Skype or other voice technology platforms?

Previously Ifbyphone, Dialog Tech is a unique voice-based marketing automation tool that lets you automate all your voice interactions. It makes possible to track how these interactions are beneficial to you. 

This tool has features including keyword call-tracking, conversation analytics, in-call scoring, phone surveys, caller-profile data, geolocation routing, reverse lookup, voice broadcasts, SMS, and more.

These features will help you boost ROI with call automation and analytics.

Pricing: Get in touch with Dialog Tech to get a quote.

You no longer have to track calls manually thanks to Dialog Tech. Now you’ll be able to easily tell how many leads you got in touch with via the phone and how those customers reacted after hearing certain keywords.

10. GetResponse

GetResponse is an all-in-one marketing automation software. Think email marketing, webinar hosting, landing page creation, automated sales funnels, and CRM in one dashboard. 

There are some pretty nice features that will make automating your email marketing and autoresponders pretty simple. 

You can also automate your CRM, eCommerce store and list building. Creating automated landing pages is also simple. 

GetResponse is a powerful marketing machine that will help you grow your audience, promote your services, and sell your products.

Pricing: Price starts from $15/month for a list size of 1,000 contacts, to $1,199/mo for a list size of over 100,000 contacts. 

GetResponse is an easy-to-use excellent all-around marketing platform for any small or mid-sized business. 

11. LeadSquared

Tired of your leads falling off halfway through your sales funnel? 

Then consider using LeadSquared to align your marketing and sales efforts to reduce your lead leakage.

LeadSquared will take your leads down your sales funnel faster through an automated lead capturing process, responsive landing pages, drip marketing and segmentation. 

Understand your leads better through behavioural insights, and marketing insights collected through LeadSquared.

Pricing: Plans start at $200 for 5,000 contacts, $600 for 25,000 contacts, and $1,800 for 100,000 contacts.

Make lead collection and engagement easier by using LeadSquared and increase your conversion rate.

12. Drip

Running an eCommerce store is hard work. There’s just too much work to be done. But, you can automate most of this work. 

Drip is one of the few marketing automation tools that focus mainly on eCommerce stores.

You can use Drip to put any eCommerce marketing strategy in motion including email marketing, multi-channel marketing, A/B testing, email campaigns, one-off emails, among others. 

Pricing: Price starts at $49 for 2000 contacts. 

Drip is great when you want to personalize your eCommerce marketing campaigns. The analytics feature is also quite useful.

13. Mautic

Mautic is an open-source marketing software that’s relatively new in the market, but still compelling. It’s especially a favourite among high tech companies.

Mautic has three major features geared to make lead generation easier. The social media marketing feature allows you to interact with audiences on various social media platforms, conduct social listening and collect leads from social mentions, hashtags and keywords.

The email marketing feature enables you to send personalized emails to your business leads. You can use it to create forms so that you can build your email list. 

Develop drip marketing and manage your campaigns using the campaigns feature. This feature also automates your lead nurturing process.  

Pricing: Price is available upon request. 

Mautic lets you integrate and personalize all your digital properties and channels so that you can provide your customers with a seamless customer experience. 

14. Salesfusion

Any marketer working with funnels will appreciate Salesfusion’s ability to create custom digital conversations. These conversations can then be used to convert leads into customers.

Popular Salesfusion marketing automation features include lead scoring and nurturing, media planning, social media marketing dashboard, email templates, marketing analytics, SEO analysis, incoming traffic tracking and more. 

Pricing: Starts at $1000 per month for 10,000 contacts.

Salesfusion will provide you with the right tools to help your marketing team send the right messages to the right leads at the right time without spending so much time on it.

15. iContact

iContact is a fully-fledged marketing automation tool that lets you do so much for your company. 

With this tool, you can easily automate your email marketing, let it build your landing pages and provide you with comprehensive marketing analytics. 

You will also love the social media automation tools that make it possible to automate your social media management tasks.

A unique feature that stands out is the access to strategic advisors who can help you optimize your email sending strategy and inbox delivery to maximize your conversions.

Pricing: iContact has two packages Base and Pro. The base price starts at $12/mo while Pro starts at $25/month for 500 contacts.

By automating most of your marketing tasks with iContact you’ll be able to grow your business and stand out from the competition.

16. MailChimp

MailChimp provides businesses with awesome email marketing features to take away the stress of building emails on the fly.

MailChimp is effective for contacting your prospects and keeping in touch with customers in a bid to increase sales. 

With this tool, you can easily automate your welcome emails, use in-built email templates to personalize your emails, monitor how your leads and customers are engaging with your emails, and target specific behaviours. 

You can also use the tool to create targeted ad campaigns, send postcards, build landing pages and collect reports and analytics.  

MailChimp allows you to set trigger emails based on specific actions such as the sign-up date and website activity.

Pricing: MailChimp is free for up to 2,000 contacts. Paid plans start from $9/mo to $299/mo depending on your total number of subscribers.

Mailchimp is a dependable tool for the marketer looking to automate their email marketing campaigns effectively. 


These are just some of the amazing marketing automation tools that exist to make marketing easier for you and your team. 

Of course, you don’t need them all. So before you settle on any of these tools, determine which marketing tasks you need to automate. 

By automating your marketing, you’ll have more time to focus on other efforts that will increase your company’s ROI.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

15 Social Media Branding Strategies to Capture and Retain Your Target Audience

Updated on March 5th, 2020.

As competitors strengthen their online profiles, the need to differentiate your brand’s identity on social media grows.

Building a recognizable brand known for its positive qualities will help gain and retain followers. Successfully executing branding strategies can help win customers, too.

But developing a powerful, branded social media presence is a challenge you can’t quickly overcome.

Consider using these 15 social media branding strategies to do the job help you achieve a strong social media brand presence.

Jump Links:

Influencer Marketing:
1. Connect with Influencers
2. Get an influencer to Takeover

Consistent Messaging
3. Optimize Your Bio and Your Profile
4. Develop Your Voice
5. Be Consistent with that Voice and Your Topics
6. Post Regularly
7. Embrace Visuals

Continuous Engagement
8. Share User Generated Content
9. Create Groups or Communities
10. Join Chats
11. Avoid Platforms Unpopular with Your Audiences
12. Promote Your Profiles Beyond Social Media
13. Offer Users More than They Expect

Ongoing Analysis
14. Monitor Constantly
15. Measure Your Efforts

Influencer Marketing

For those who’ve built a respectable social media following, many strategists consider influencer marketing a next step in building brand recognition.

By getting an influencer who closely aligns with your target image to promote your accounts, audiences should associate your brand more closely with that target image.

For example, many consumers associate Under Armour with athletic strife and excellence because Steph Curry is its biggest spokesperson.

Though your brand may not be able to contract an NBA superstar, there are almost certainly influencers in your industry who can deliver branding benefits.

To identify influencers based on the hashtags and keywords they post with, make a search for those terms:

1. Connect with Influencers

The first step in executing an influencer marketing campaign is identifying suitable influencers.

Of course, they must have large audiences. But those audiences must be engaged. Some studies show the average engagement rate on Twitter is between 1 and 2%, so anything higher is suitable for an influencer.

The next step is building a relationship with an influencer who matches your criteria.

You can start by following target influencers on their main social channels, interacting with their updates and sharing their content.

Once you’ve built some rapport, pitch a campaign that builds your brand’s image while benefiting the influencer. The next section covers an example of how to do so.

2. Get an Influencer to Take Over

Getting an influencer to run your social channels for a day entices their fans to follow you, while giving him or her another avenue to showcase wit and knowledge.

For example, comedian and diehard Boston Red Sox fan Rob Delaney ran the MLB Twitter account on May 7, 2013. The profile gained about 20,000 followers, as Delaney tweeted baseball “facts.”

Influencer Marketing - 15 Social Media Branding Strategies - Influencer Takeover for the MLB

What’s more, the takeover helped MLB build a reputation on social media that many sports organizations aim to achieve: being funny and relaxed.

Consistent Messaging

The core of brand building on social media largely involves creating themes — or, messages — and regularly demonstrating them through text and visuals.

Whereas influencer marketing campaigns may be best executed once you’ve grown a sizeable following, consistent messaging should begin when you join a social channel.

It may take trial and error to see which kinds of content best resonate with target audiences.

But once you’ve figured that out, being consistent in your messaging should reinforce your brand image.

3. Optimize Your Bio and Profile

Your social profiles should encapsulate your business and its main messages, acting as a pitch for those who visit.

Summarize the benefits of using your products or services in your profile description, including applicable keywords to make your account easier to find for audience members. You should also provide another method of contact for serious business inquiries.

Consider emulating these profile descriptions:

Profile Optimization - 15 Social Media Branding Strategies

Depending on the platform, you can also alter your background, profile picture and theme colours to reflect your logo and match your website.

By doing so, consumers will begin to recognize your brand assets.

4. Develop Your Voice

Establishing a common posting tone makes your updates distinct and easily-recognizable. This can also help build a connection with your target audiences, especially if your voice is in tune with them.

Take IHOP as an example. On Twitter, the pancake house appeals to its young demographic by piggybacking off popular phrases among teens and writing without punctuation — similar to what you’d see in instant messaging.

Develop a Voice - 15 Social Media Branding Strategies

If you’re unfamiliar with relevant phrases or jargon, monitor your main social channels more closely. You’ll likely identify niche terms you can use to develop your voice.

On a surface level, using a distinct voice increases IHOP’s engagement. Deeper, it encourages followers to associate IHOP with a laid-back dining atmosphere.

5. Be Consistent with that Voice and Your Topics

You must be consistent with your voice — and the topics you post about — to build an authentic connection with your target audience, influencing them to keep your brand top of mind.

Otherwise, that voice you’ve worked hard to create may seem forced and disingenuous.

Deviating from core topics can also compromise brand tone and messaging.

Going back to IHOP as an example, its social media strategists don’t post about government food sanctions. Doing so could damage how the audience perceives the restaurant.

Stick to your voice and main topics to enforce your brand’s image.

6. Post Regularly

Since social media branding centres on influencing your audience to easily recognize and remember you, irregular posting damages your efforts by keeping you off user newsfeeds.

Posting frequency depends on audience activity and how audience members engage.

For example, you may realize that tweeting in the morning earns more replies than doing so in the evening. You could also earn more engagement by posting twice a week instead of five times to a given platform.

This will take some experimentation to determine.

However, an optimal posting schedule helps keep user attention while potentially earning more followers.

7. Embrace Visuals

Images can be powerful tools to encapsulate your brand’s identity and messages, instead of seemingly-random pictures with your logo tacked on.

Visual content should reflect:

  • Themes your brand stands for
  • Your brand’s unique or differentiating values
  • The topics your audience is interested in

Take this image from Red Bull’s Instagram account as an example:

Use Visuals - 15 Social Media Branding Strategies

It shows Red Bull’s connection to extreme stunts and appeals to its high-energy audience.

As well as engaging fans, visual content of this quality builds and solidifies brand identity. Take advantage of photo editing tools that focus exclusively on editing posts for social media – such as Instasize.

Continuous Engagement

Frequently engaging fans, followers and other audience members allows you to constantly communicate and demonstrate your brand’s core values.

You can engage audiences by sharing original and third-party party content that ties into brand messages, or running contests and social events related to them.

For B2C brands, replying to users also exemplifies favourable traits such as friendliness and helpfulness, especially when answering questions and helping solve issues.

As a bonus, regular engagement helps keep your brand at the top of consumer minds. This can potentially boost sales and other meaningful actions.

8. Share User-Generated Content

Like posting testimonials on your website, sharing user-generated content that positively depicts your brand can strengthen its identity.

Consider that more than 90% of consumers trust earned media — characterized as word-of-mouth from impartial sources — more than all other types of advertising.

Take a plus-size clothing company for example.

To reap the benefits of word-of-mouth on social media, share similar user-generated content.

9. Create Groups & Communities (or Participate in Them)

Creating, or participating in, groups and communities helps overcome many networks’ low organic engagement rates.

This helps generate buzz around your brand’s content. You can reach users who are interested in your industry or offerings, avoiding crowded timelines that constantly update and bury your posts.

For instance, an analytics company may create, moderate and promote a group about data mining. Not only does this give the company another method of engaging target audiences, but it furthers branding efforts.

That’s because, in the eyes of group members, the company aligns itself with images of research and analysis.

10. Join Chats

Similar to groups and communities, Twitter chats let you directly engage members of your target market to create buzz around your brand’s ideas, opinions and content.

Use a chat’s hashtag to interact with industry players — ranging from prospects to other businesses. You’ll likely build your follower count as you answer questions and interact with fellow participants.

Twitter Chats - 15 Social Media Branding Strategies

This type of direct conversation and engagement allows you to demonstrate expertise and helps build brand reputation among active industry voices.

11. Avoid Platforms Unpopular with Your Audiences

You may waste time and resources attempting to engage audiences on each major social network, as your target audiences may not be active on all of them.

LinkedIn may not be ideal for brands that target teens and young adults, whereas Snapchat likely won’t yield noticeable results for B2B companies.

What’s more, as developers create hyper-specific social media platforms, it may be advantageous to focus your efforts on ones that cater to your target audiences.

For example, many cosmetic surgery clinics favour niche forums over Google+ and LinkedIn:

Niche Platforms - 15 Social Media Branding Strategies

That’s why committing to a group of social platforms — slowly expanding it when appropriate — can help focus your engagement and branding tactics.

12. Promote Your Profiles Beyond Social Media

As your profiles act as engagement and branding hubs, it’s worthwhile to promote your accounts outside of social media to grow their followings.  

You can grow your social media presences by:

  • Participating in Industry Events
    • Run a booth to promote your products. Create valuable physical content to distribute. Strike up a conversation with attendees. As more people learn about your brand, you should gain more attention on social media.

  • Including Handles in Stores and on Products
    • For businesses who drive sales through physical locations, posting images of social networks lets customers know on which platforms you’re active.

By drawing offline attention to your social media profiles, your online branding tactics are likely to reach more users.

13. Offer Users More than They Expect

The bulk of users solely expect to receive status updates, albeit ones with original content, as they follow your social accounts. But offering perks can work to strengthen brand image.

For example, send a private message to new followers that contains a free coupon. It can use your brand slogan, colours and general information, encouraging them to visit your store or website.

They’ll be exposed to more branding tactics — whether physical or online — as a result.

Perhaps most importantly, giving customers more than what they expect influences them to link your brand to a positive experience.

Ongoing Analysis

As with any marketing activity, you must regularly analyze your social media branding efforts to ensure to your tactics are working. Otherwise, you lack insight into your performance.

The worst case scenario? You devote countless hours and a sizeable part of your budget to strategies that don’t yield desirable results.

The best case scenario? Your strategies effectively establish a brand identity, yet you ignore data that can help further establish this identity at a faster rate.

These two scenarios depict why ongoing analysis is crucial to successful branding on social media.

14. Monitor Constantly

Enacting a social media monitoring strategy helps ensure you don’t miss opportunities to build brand identity.

For example, as consumers may forget to tag you or misspell your handle, you can monitor company-related keywords to pick up on their posts and strike up a conversation.

Tracking industry keywords can also uncover engagement opportunities and openings to discuss your business.

Social Media Monitoring - 15 Social Media Branding Strategies
This Twitter live-stream sample is from a Keyhole real-time tracker.

This is beneficial for both branding and public relations because it opens doors to resolve issues and answer questions, exemplifying your business’s positive characteristics.

Finding these opportunities should accelerate your social media brand-building efforts.

15. Measure Your Efforts

Measuring social statistics such as reach and engagement can help refine aspects of your branding strategy.

Assume that using specific hashtags is a key part of promoting your initiatives and products. However, you discover that few users search for — and view posts containing — these hashtags.

Likewise, checking ad performance statistics may reveal they’re not reaching target audiences.

Word of your brand may not be spreading quickly enough as a result.

By measuring these social tactics either manually or with a tool, you can determine if it’s worthwhile to alter your strategies to build brand recognition among prospects more effectively.

Final Thoughts About these Social Media Branding Strategies

It’s important for digital marketers to ensure their activities — ranging from influencer campaigns to active social media monitoring — help establish a clear brand identity.

This means you shouldn’t post for the sole intention of getting shares and winning followers. Instead, think about how your actions can support brand goals and perception.  

The shares and followers will come as you work to build a unique reputation that resonates with your target audience.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Social Media Trends to Track in 2020 and Beyond: Marketing Tools, Content, and Strategy

Predicting the future of social media trends isn’t easy, but that’s precisely what makes it so much fun! 

For example, Facebook was expected to lose its overall social media dominance. Yet, it’s 2020, and Facebook still remains the most widely used social media platform.

At Keyhole, social media is our bread and butter, and our team here works hard to stay up to date with all the key social media trends. 

We have a good idea of where social media trends are headed in 2020. And best of all…

… we don’t mind sharing our secrets.

Jump Links:

Social Media Trends:

1. Content is (Still) King
2. Visual Content Continues to Dominate
3. Influencer Marketing is Still Going Strong
4. Customer Service is More Important than Ever
5. Things Are Changing

The Top Social Media Tools to Consider in 2020:

1. Keyhole
2. Kicksta
3. Audiense
4. AgoraPulse
5. Meet Edgar

Here are the trends to keep an eye on in 2020 and some relevant social media tips and tricks to help you navigate your digital journey better. 

1. Content is (Still) King

Social media platforms continue to update their algorithms in order to show the most relevant content to social media users

Sure, you can pay for some extra exposure, but ads can only do so much for you. The only way you can retain visitors and turn people who stumbled upon your content into prospects is by providing them with enough value.

Here are three things to keep in mind in 2020:

1. Choose Your Platform Strategically

Choosing the right social media platform is more difficult than it seems, and more important than what you might initially think. 

It’s essential that you understand the function of each platform, so that you know which one suits you best. 

Let’s say you’re running a food blog, and your content revolves around posting recipes and food images. 

You wouldn’t choose Twitter to be your main platform now, would you? 

You’d probably opt for Instagram, as it provides a neat balance between image focus and shorter text descriptions (e.g. you could post an image of your cooked meal, and provide the recipe below). 

Suggested read: Writing Instagram Captions that Convert: Content, Formatting, and Hashtags

2. Repurpose Content… The Right Way

Besides understanding each platform and choosing the right one(s) for your brand, skip cross-posting the same content as much as you can.

Yes, you read that right!

Posting the exact same content across all the platforms you’re using makes you look lazy, non-creative and repetitive. 

We’re not saying that you can’t repurpose content (in fact, you should!), but each social media platform has its own audience, content strategy, as well as different areas of focus and specific writing styles.

Something that works well on Facebook may turn out to be a complete disaster or come across as unprofessional if you publish it on Linkedin. 

Here are some great pieces on repurposing content that might help you get started: Ins and Outs of Repurposing Content for Social Media Posts and Tips to Repurpose Your Blogs into Social Media Posts.

If you aren’t sure how to approach this, you can always hire a social media expert to guide you. 


3. Stay Consistent

Let’s not forget about consistency.

Imagine you were posting Instagram stories on a daily basis, communicated regularly with your followers, and you suddenly disappear for a month without notice to your followers, only to re-appear because you’d like to promote your newly published recipe ebook. 

News flash: you’re neither getting the recognition you want, nor stepping up your marketing trends game. 

People appreciate continual effort – that’s when you receive continuous validation.

2. Visual Content Continues to Dominate

The focus on visual content is needed now more than ever.

Using visual content improves overall marketing trends, and it can do wonders for your social media engagement. 

Don’t just take our word for it – take a minute and consider the following visual content statistics:

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. 
  • 40% of people will respond better to visual information than plain text.
  • Publishers who use infographics grow in traffic an average of 12% more than those who don’t.
  • Pinterest generates more referral traffic for businesses than Google+, YouTube, and LinkedIn combined.  

Convinced already? 

Visual content is a breath of fresh air in an otherwise monotonous and quantity-driven content production. 

Making visuals part of your everyday social media strategy can truly change the way customers perceive you and your brand. 

And with the availability of visual tools today, it’s easier than ever!

The downside is, with such a vast number of visual tools to choose from, it can be tricky to pick the right one. 

The best option is to use several visual strategies that fit your brand’s needs and that you feel comfortable with.

If you’re using Instagram, don’t skip IGTV; if you’re frequently posting on Facebook, don’t just post images or longer texts, post infographics as well as image quotes. Iif you’re on YouTube, go live every so often!

Suggested Read: Incorporating Memes, Emojis, and Gifs Into Your Social Strategy for Higher Engagement

Yes, users appreciate consistency and continual work and efforts, but they cherish spontaneity too! 

Visuals You Can Use on Your Social Media Platforms

  • Images (both customized and stock) 
  • Videos (both live and recorded) 
  • Screenshots
  • GIFs
  • Memes
  • Pie charts 
  • Quotes (placed on customized images)

Visual content adds value to your written content, helps increase engagement, and provides a more meaningful user experience. 

Suggested Read: 10 Mistakes in Your Visual Content Strategy [+ Tools to Fix Them!]

Incorporating visuals in your strategy can be challenging, but visuals resonate with current marketing trends and they simply are what users prefer. 

Just put yourself in their shoes for a second – would you enjoy any social media platform without  visual variety or image originality? 

People want what’s pleasing to the eye. Your task is to give them what they want. 

3. Influencer Marketing is Still Going Strong

Contrary to popular belief, influencer marketing isn’t dead. In fact, influencer marketing is expected to become a $5-$10 billion industry by 2020. Well, guess what? It’s 2020 already! 

The whole point of influencer marketing is to find influencers suitable for your brand so that they can promote it for you. And this is the key thing when starting your influential marketing campaign – to find the proper influencer(s). 

Don’t get carried away by the number of followers an influencer has, or what they’ll demand as compensation (some pay influencers, or give them a free product, others may do both).

It’s not that these things are irrelevant, it’s just that there’s much more to it. 

Suggested Read: Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook

For example, what if an influencer that you’re considering to propose a collaboration to, has been known to collaborate with competitors, or tends to promote and accept EVERYTHING that is offered to them?

Do you think this would make your brand be recognized, valued or appreciated? 

Or imagine contacting a well-known food blogger – this is obviously someone who frequently posts food images, visits different restaurants and writes reviews on different meals.

But, you’re selling athletic wear and you want to promote a healthy lifestyle and a proper, balanced diet. Do you believe this influencer is the right option for your brand? 

Suggested Read: How to Find Micro Influencers on Instagram to Boost Sales

Remember, influencers should help build trust in your brand, not ruin it.

In an era when influential recommendations are something users highly appreciate, making sure you find the right influencers is more important than ever. 

Besides this, make sure both you and your influencer are satisfied and happy with your collaboration. A successful influencer campaign is when both sides are satisfied with the cooperation. 

Marketing trends are called trends for a reason – they target current popularity, and can garner immediate success.

However, a carefully crafted influential strategy can bring you more satisfactory results in the long run than just complying with ongoing marketing trends. 

Suggested read: Instagram Influencer Marketing: A Start-to-Finish Guide

4. Customer Service is More Important than Ever

Social media platforms are indeed a place for you to promote your content and your brand. They’re also a place for you to interact with your customers and loyal followers. 

And this aspect is becoming much more important over the course of time. Plus, establishing communication with the people following you has never been easier. 

Make sure you read reviews and testimonials – see what people think of you/your brand; what they’d like to see more of, what they dislike, or what they’d expect from you in the future. 

Also, try to answer any messages you might be getting as well as comments – sound professional, yet friendly; approachable, and neutral. 

If you’re interacting one-on-one with a follower, always use their name when addressing them. People love hearing their name or reading their name.

It conveys a more personal tone, and makes it seem as though you’re paying extra attention to them. 

On the other hand, we’re aware you can’t do everything on your own. Even if you have a whole team behind you, you’d still need additional help if your business is expanding. 

Thankfully, chatbots are there to help you.

Did you know that 40% of consumers don’t care if a chatbot or a real human helps them, as long as they get the help they need

Source: Facebook for Business

Chatbot intelligence and algorithms are expected to grow and improve beyond what we consider imaginable.

They’re able to communicate with several people all at once, and if we’re being realistic, this isn’t something that even a whole team of customer support can surpass. 

Suggested read: Instagram Messages: How Businesses Can Engage Their Audience & Tools to Manage Your Inbox

5. Things Are Changing

If there’s one thing we’ve learned, it’s that things change. 

Fast.

And of course, in 2020 we’ll continue to see rapid change. 

So, to remain relevant, you need to embrace the unknown.

Social media platforms have a wide range of algorithms and they’re constantly upgrading, evolving and trying out new things. 

One such example is Instagram deciding to remove “likes” from its platform (they’ll remain visible for you, but others won’t be able to see them). 

Changing “the visibility of the Instagram likes” changes the overall perception of Instagram as a social media platform. This also changes how the upcoming marketing trends and strategies will resume on this platform. 

For example, up till now the relevance of posts, captions or whole accounts in general were calculated based on the number of followers and likes.

The greater the number of likes, the greater the level of validation and recognition. 

This modification changes the game now – without likes, Instagram users will have to focus on providing better content, high-quality photos as well as come up with different strategies to prove their Instagram status. 

And then there’s the rise of TikTok, the video sharing app that is quickly becoming one of the most popular apps among social media users all over the world.

Currently, TikTok’s users are mainly teens and Generation Z. However, given the app’s algorithm which doesn’t require creators to have many followers to receive lots of attention, more and more people from varying age groups are joining every day.

As the app’s popularity grows, it’s only a matter of time before brands start exploring TikTok, just like it happened with Facebook and Instagram.

This only serves to show you that you can never fully master a particular social media platform, as they’re constantly evolving. 

The greatest social media tip would be to never lose the sense of adjusting to what’s yet to come. That’s the ultimate marketing trend that never changes.

Now, let’s talk about… 

The Top Social Media Tools to Consider in 2020

Ever noticed how the appearance of new social media tools impacts which platforms we continue using, which tools we keep and which ones we completely ignore? 

As the social media world changes, the social media tools end up changing too. This in turn modifies how we perceive certain marketing trends in  general. 

Without further ado, here’s a short list of some of the most effective social media tools we suggest checking out: 

1. Keyhole

We’ve built such a comprehensive social listening and analytics tool that you’ll wish you discovered it sooner. Keyhole keeps track of the conversations on all social channels and it analyzes them. It can help you research your market, understand the impact of your campaigns and find top influencers. The best thing? A free trial. 

2. Kicksta

Best for Instagram-focused brands. It helps you build your following way faster by targeting followers of similar accounts. It also assists you in finding better partnership opportunities as well as ways to boost your sales. 

3. Audiense

A great audience segmentation tool. It analyzes and helps you to understand your audience, and enables you to create highly specific audience segments, adapt your targeting and deliver personalized messages, which is great. 

4. AgoraPulse

A great asset to your already existing social media tools. AgoraPulse helps you manage your social media presence. It gathers all your conversations in one place and helps you schedule your posts and create a winning content calendar. It allows you to create audience segments and manage your team too. 

5. Meet Edgar

A social media scheduling tool that helps you post older posts. Recycling your old killer posts increases your traffic and gets you greater exposure.

This is even more relevant if you’ve written a great piece a while ago, and in the meantime your brand has grown – it goes without saying that you’ll expose your content to more readers. 

Keep in mind that this is by no means an exhaustive list. Still, it’s a basic guide to get you started.

Final Thoughts on Social Media Trends, Tips & Tricks

People spend a great deal of time on various social media, and this is nothing new. 

Some of it is productive and with an end goal, and other times it’s just aimlessly scrolling through accounts, and randomly liking specific posts. 

Whatever their reason may be, it’s fine either way. 

What matters, however, is that now you know just the right tips and tricks to make their social media experience much more enjoyable and keep up with the ever growing competition in your industry in 2020. 


Keyhole is a real-time conversation tracker that provides social media analytics and hashtag tracking for Twitter, Facebook, Instagram, and other platforms. Get started for free.

Instagram Messages: How Businesses Can Engage Their Audience & Tools to Manage Your Inbox

instagram messages: how businesses can engage their audience and tools to manage your inbox

There are many ways you can capture the attention of your followers on Instagram (and social media in general), but hardly anything is as powerful as establishing a strong relationship with your followers and potential customers via Instagram messages.

In this post, we’ll give you a clear overview of why Instagram messages are important for your business, the different kinds of direct messages (DMs) you can send, and how you can use this feature to grow your brand.

Let’s begin with a quick intro to Instagram messages. 

If you’re already familiar with Instagram messages, feel free to jump to the next section.

Jump Links:

What are Instagram Messages?
Plain Text Messages
Pictures and GIFs
Video Content
Voice Messages
Video Calls
Group Messages
Reactions

Why Should You Include Instagram Messages in Your Marketing Strategy?

How to Use Instagram Messages to Build and Increase Brand Loyalty

3 Tools to Manage Your Instagram Inbox

What are Instagram Messages?

Instagram has its own private messaging feature, which enables you to have one-on-one or group chats with other Instagram users. 

Instagram messages, more commonly known as Instagram direct messages, or DMs for short, take the communication with your loyal followers and favourite influencers beyond your feed and allow you to develop a stronger connection with your network.

In today’s noisy world, being reachable and responsive goes a long way in building long-term relationships and driving competitive advantage.

There are a few types of Instagram messages you can send and receive:

Plain Text Messages

You can use plain text messages to answer questions and provide support, reach out to a particular Instagram user, and to start conversations.

How to create a basic text message within instagram inbox / instagram messages

Pictures and Gifs

Privately send relevant photos with your followers to let them know of a new arrival in your store, announce an event or raise awareness on an ongoing promotional campaign. 

In many instances, our clients will send you pictures to let you know that they’ve received your product or started seeing results from your service.

If you get consent, you can later use these photos as testimonials and share them publicly on your feed or via Instagram stories.

Video Content

The option to send videos can prove to be incredibly useful if you plan to send demos or showcase close-ups of your products and their attributes/functionalities.

Voice Messages

Instagram recently introduced the voice messages feature which allows you to record and send voice messages to your followers.

Brands tend to use pictures and plain text messages more often than voice messages.

What a voice message / audio message / audio note looks like on Instagram

Video Calls

Instagram supports audio and video chat, but much like voice messages, this is a feature that is mostly used by individual users. 

Group Messages

Instagram messages do not have to be a one-on-one thing. Instead, you can create groups of people with similar interests and share information with the entire group at once.

Reactions

When you “react” to an Instagram story, the reaction will be sent as a direct message. This is a great way to quickly show your support, and it can be an effective conversation starter.

Quick reactions to Instagram stories

You can send messages from four different places in your profile.

1. You can enter the direct messages screen (basically your Instagram Inbox) and search for a user that you want to contact – or simply click on a message you’d like to reply to…

Access your instagram direct messages screen / instagram inbox through the home page feed

2. You can search for a user and click the “message” button on their profile…

How to access instagram messages by navigating from a users' profile

3. You can respond to someone’s story by sending a text, a reaction, a gif, or a photo…

Send an instagram message or instagram dm by reacting or replying to their instagram story

4. You can directly share a post as an Instagram message, by clicking the paper plane button under the post you want to send.

access instagram messages on an instagram post by tapping the paper plane icon to send the post to someone

Why Should You Include Instagram Messages in Your Marketing Strategy?

Now you know what types of messages you can send via Instagram.

But you still might be wondering how you can utilise Instagram’s direct messaging feature to drive real business results.

Here are the three ways Instagram messages can help your brand:

Create Networking Opportunities

Instagram Direct is the perfect place to connect with like-minded people and professionals in your niche, or reach out to industry influencers who have an audience that might be interested in your product line.

Improve Brand Loyalty

You can use Instagram messages to answer to any of your potential clients’ inquiries, offer after-sales support, or show appreciation to your fans and loyal customers. 

Being reachable and available will allow you to gain your followers’ trust and connect them on a deeper level, which will ultimately help you drive more repeat purchases and increase your customer lifetime value. 

Increase Personalization

According to Forrester Research’s VP and Principal Analyst, Sucharita Kodali 36% of shoppers want brands to make more personalized offers.

Similarly, a recent Forbes article outlining the findings of a survey by Segment argues that personalization can drive impulse purchases, minimize returns, increase brand loyalty and ultimately – increase revenue.

And what’s a better way to increase personalization than by talking to your customers one-on-one, where they can ask what they want, and you can give them the information they need? 

Next, we’ll talk about…

How to Use Instagram Messages to Build and Increase Brand Loyalty

Answer Messages

A lot of brands focus on creating new content for their Instagram feeds and stories, but don’t pay as much attention to the reactions or questions they receive in their DMs.

Chances are, you have some unanswered messages in your Instagram inbox right now – if you do, we urge you to take a couple of minutes and answer them as soon as you finish reading this.

There is nothing that will repel your potential clients as much as getting the silent treatment from one of the brands they love.

So, whenever a member from your community reaches out to you through a direct message, make sure that you respond to their message and give them the information they’re looking for. 

Sometimes, your followers will reach out to ask you something about your products – be it where they can find them, or if the product they’re interested in is still in stock, or they’ll ask the typical “how much does it cost” question.

Other times they might raise a complaint or share with you how satisfied they are with their purchase. 

Whatever the case, if you wish to be successful in the long-run, you have to make sure that you handle all these messages the same way: with care and in a timely manner.

Show Your Top Fans Some Instagram Love

Every brand has at least a few loyal fans who are constantly engaging with their content.

Constant engagers are impossible to miss – even if you have hundreds of thousands of followers.

They’ll react to your stories, give you a shout-out whenever you post something new or interesting, join your Instagram lives, participate in your polls, and will like and comment on your photos. 

These people? They’re golden!

They’re practically promoting your brand without you asking (or paying) for it!

So, you need to do everything you can to encourage them to continue engaging with your content.

The easiest way to do it?

Recognise their effort.

Slide into their DMs and thank them for showing you continuous support.

If you’re feeling extra generous, offer them a special discount code.

These people have probably bought from you in the past and are very satisfied with their purchase, or they really like your products but have been postponing the purchase for some reason.

Giving them an incentive like a discount can easily turn their virtual engagement on social media into a sales conversion.

Suggested Reading: What is a Brand Ambassador? & How to Launch a Successful Ambassador Program

Reach Out to People YOU Admire and Would Partner With

You probably already know the power of influencer marketing – nowadays an increasing number of brands partner with individual creators with a huge following to spread the word about their products. 

People that follow Instagram creators are inspired by what these individuals do, wear, and consume, so appearing on their feed will likely help you get on the radar of a wider audience and sell more of your products.

However, the best influencers on Instagram are receiving hundreds of messages from brands that want to collaborate with them.

Getting your targeted influencer to commit to your brand before they commit to one of your competitors requires some work. 

That’s where Instagram direct messages come in the picture.

Establishing a direct communication on Instagram after you’ve engaged with their posts and stories gives you a much greater chance of being considered as a potential partner, than reaching out via email.

Engaging with each others' Instagram stories through instagram direct messages

Remember the story “reactions” we mentioned before?

Instagram messages keeps a history of interactions and reactions, so by sending a message, this influencer you’re contacting will be able to scroll back in time and see that you’ve been following their work for a longer period and that you’re genuinely interested in connecting.

This will give an edge over your competitors.

Suggested Reading: Influencer Marketing: An Expert Guide On Marketing’s Next Big Thing

Drive Sales

You can send or direct people to your Instagram messages using clear CTAs in your Instagram posts and stories. 

Suggested read: Instagram Stories: 16 Killer Tips to Stand Out in 2019

According to a 2017 story by Business Insider, a whopping 72% of Instagram users have bought a product that they’ve seen on the app.

Including adding a simple CTA to your content such as “DM me for more info” will do wonders for your business, and especially your sales.

Once people do contact you, you can give them the extra attention and the tailored info they need to turn to convert into paying customers. 

To make it easier for creators and businesses to respond to direct messages and inquiries, Instagram has rolled out a quick reply feature for its business and creator accounts.

As the name suggests, quick replies save you a lot of typing, by allowing you to use a shortcut in order to load a pre-saved message.

This works well if there is a campaign you’re currently running, you’re launching a new product, or you’re organizing an event – anything where you would need to write a lot of repetitive information, and things that people would like to know the details of.

Here’s how you can add a quick reply.

Step 1. Enter “settings” in your business or creator account.

instagram navigation bar. creating a quick reply.

Step 2. Click “business settings” or the “creator” tab in the menu.

Tap the instagram creator tab in the menu

Step 3. Select ‘Quick Replies’.

Tap quick replies

Step 4. Create your quick reply and add a shortcut.

How to edit a quick reply on Instagram

Remember to include only the repetitive info as part of your quick reply – you’ll still want to personalize your messages by greeting the person who is writing to you in the beginning and adding an appropriate CTA at the end.

Let’s say you’re launching a new organic skincare product. 

In this case, your quick reply should sound something like this:

ORGANIC PRODUCT is a premium blend of INGREDIENT, INGREDIENT, INGREDIENT, which are all known to reduce the appearance of wrinkles and fine lines. ORGANIC PRODUCT is clinically tested and completely cruelty-free.

And then, let’s say someone has sent you a message asking for the ingredients of this product once you announced it on your feed. 

Here’s what you’d do:

Hi Jane Doe! Thanks for contacting us. ORGANIC PRODUCT is a premium blend of INGREDIENT, INGREDIENT, INGREDIENT, which are all known to reduce the appearance of wrinkles and fine lines. ORGANIC PRODUCT is clinically tested and completely cruelty-free. (Add by typing the shortcut) Are there any other questions we could answer for you?

Accessing the quick reply feature on Instagram through instagram direct messages
Accessing the quick reply feature on Instagram through instagram direct messages

3 Tools to Manage Your Instagram Inbox

An even easier way to manage your Instagram messages is by using some of the following tools:

The Native Instagram App (Desktop Version)

Using the native Instagram app will allow you to easily track and respond to messages using your desktop computer. The native Instagram app is free and can be downloaded from the Microsoft Store.

IG:dm

IG:dm has the same functionalities like the desktop version of Instagram, and some other useful features like quoting messages, disable ‘read’ receipts and viewing unfollowers. IG:dm is compatible with Windows, Linux and MacOS. The basic version of the app is free.

Agorapulse

Agorapulse is a convenient inbox management platform that allows you to manage all your social platforms’ inboxes using a single dashboard. Agorapulse’s plans start at $79/month.

Final Thoughts

Even though Instagram messages are an effective way to engage Instagram users, a lot of brands don’t take full advantage of the Instagram DMs feature.

This is due to several reasons, including: not knowing what Instagram messages are best used for, thinking that one-on-one engagements with followers consume a lot of time, or simply focusing too much on other marketing tactics.

By allowing you to privately contact Instagram users, Instagram messages enable you to tailor your messages to cater to every follower’s interests and their stage in the buyer’s journey.

With DMs, you can create a sense of exclusivity and build stronger relationships with your audience.

Of course, you can expect positive results from your direct Instagram messages outreach if you take the time to tailor the messages. Sending copy-pasted, generic messages doesn’t have any impact – or, worst case scenario, could lead to negative consequences.

Happy DMing!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Using Hashtag Tracking to Optimize Social Listening Strategy [+ Tools!]

using hashtag tracking to optimize social listening strategy

When many marketers and community managers think of social listening, manually scouring through sets of posts, tweets and messages comes to mind.

But being left with a small relevant dataset is common, even though the process involves keyword research to target what your audience is saying about your brand and competitors.

Adding hashtags to your social media listening strategy can help ease the problem.

By tracking certain tagged topics, you’ll collect more applicable information about what your audiences say and think about you. Your understanding of how to market your brand will improve as a result.

Jump Links:

What is Social Listening with Hashtags?

5 Types of Hashtags to Monitor:
1. Brand Hashtags
2. Your Competitors’ Brand Hashtags
3. Chat Hashtags
4. Event Hashtags
5. Campaign Hashtags

5 Social Listening Tools

What Is Social Listening with Hashtags?

Also called social media monitoring, the goal of social listening is to gain an understanding of how people perceive your brand based on what they say about it online.

Standard social listening involves tracking what consumers say on virtually any digital space, using hashtags enhances the library of data collected on social media platforms such as Twitter and Instagram.

It’s a type of data mining.

It revolves around identifying posts that use tagged topics, along with analyzing those posts to quantify metrics such as influence and engagement.

Hashtag tracking plays a key role in social listening because:

  • It’s easier to identify hashtags than keywords, since they’re already somewhat popular
  • Members of your target audiences use industry-related hashtags
  • You can track the activity levels of hashtag trends and conversations, helping you determine how large a crisis is or how popular a positive message is
  • By adding sentiment-based keywords to your trackers, you can measure the general feeling about a given tagged topic

5 Types of Hashtags to Monitor

The scope of your social listening strategy won’t be wide enough if you only track one kind of hashtag.

As you plan and implement the strategy, consider monitoring these five different types of hashtags:

1. Brand Hashtags

Track these hashtags along with positive (fun, great) and negative (bad, won’t) keywords to measure sentiment.

As you identify users with clear opinions one way or the other, reach out.

This could involve asking what they specifically like or dislike, building genuine conversations to earn their appreciation.

As a bonus, these conversations could result in developing ideas to improve your product or service.

Not only should you include your brand hashtag when sharing original content, but encourage your fans and followers to use it too. This is a win-win scenario, because:

  • You’ll have more social content to track and analyze
  • Users will have a clear way to share posts with the community interested in your brand, helping them gain a larger following

Example: #JustDoIt

Under Nike’s famous brand hashtag, people share posts about sports, athletic apparel and motivation.

Keeping tabs on the hashtag gives Nike a clear picture of what their target markets think about the brand’s identity.

2. Your Competitors’ Brand Hashtags

What you can do for your brand, you can do for the competition.

As potential customers use opposing hashtags, track them and use keyword filters to figure out what prospects do and don’t like about other brands.

When you identify a prospect, you may feel the need to gently reach out and explain why you succeed where your competitor fails. This can involve giving a demo or free trial, depending on your industry.

On the flip side, look out for satisfied customers.

If your company doesn’t offer the service or product that made them happy, your team may have a new idea to consider.

Example: #BeMoreHuman

https://twitter.com/RolandGuillot1/status/697737640955768833

By monitoring the Reebok hashtag, Nike digital strategists can figure out which posts:

  • Earn the most engagement
  • Express a clear opinion about the Reebok brand
  • Reveal prospects to follow up with

From there, Nike’s social team can take the approach it wants to when it comes to interacting with users or studying successful content.

3. Chat Hashtags

A quick search using key terms should reveal chat hashtags relevant to your industry and audience.

Popular on Twitter, you can monitor a chat to learn more about users who are interested in the subject matter.

Tracking relevant chat hashtags as part of your social listening strategy allows you to:

  • Make content ideas based on people’s opinions, pain-points and comments
  • Track if your company or competition is referenced during the conversation
  • Connect with new prospects, as many people who may be interested in your company might not know about it

Example: #SoloPR

Your brand stands to benefit as a member of either category. As a public relations team, you can make new contacts.

As someone who targets these professionals, you can stay on top of industry trends.

4. Event Hashtags

As more marketing and public relations teams use social media to amplify events, tracking event hashtags should secure a spot in your social listening plans.

Monitoring activity before, during and after the big day can provide insights about:

  • Any concerns attendees have
  • Which parts of the event were most appreciated
  • When activity around your hashtag rises, and if any spikes correlate with certain parts of the event

Example: #GRAMMYs

It’s not your average event in terms of scope, but social media marketers in the music and entertainment industries stand to benefit from tracking #GRAMMYs on Twitter.

Staying on top of your data feed and tweeting appropriately can boost audience and engagement numbers as moments go viral, users disapprove of a speech or if there’s backlash against a winner.

5. Campaign Hashtags

Not everyone will directly mention your brand when using your campaign hashtag, meaning there’s a clear need to track the tag’s performance as part of your social media monitoring strategy.

The same goes for online campaigns from rival brands.

Similar to brand hashtags, you should track campaign hashtags with and without sentiment-based keyword filters.

Doing so gives segmented looks at how consumers view the campaign.

It’s easier to sort through relevant and irrelevant data – as well as pinpoint issues and action items – as a result.

Example: #ShareACoke

Coca-Cola’s famous campaign never seems to end, as customers keep sharing photos of namesake cans and bottles.

By monitoring this campaign hashtag as a competitor, you can:

  • Develop ideas for future campaigns
  • Learn how to alter your products or make new ones
  • Determine which types of digital content you should be making and encouraging your audience to create

Tracking this hashtag as part of Coca-Cola’s social listening strategy helps its marketers:

  • Repurpose the most popular content
  • Reach out to well-known personalities using the hashtag
  • Study what charged the campaign’s success

5 Social Listening Tools

If your digital team doesn’t already use one, your step after identifying hashtags is finding a tool that collects accurate data.

There’s a library of social media analytics services to choose from, each with features and price points to suite different teams. We looked into 25 platforms in this blog post.

But since not all of them apply to social listening, here are 5 tools that do:

1. Keyhole

demonstrating social listening using keyhole as a tool

But tracking hashtags and keywords, collecting metrics to improve your social listening approach, is a reason why users love us.

You can compile Twitter and Instagram content in real-time, displaying data such as reach, impressions and activity numbers on a shareable dashboard.

Plus, you can rank influential posters and track demographic metrics such as gender and location.

If you happen to miss monitoring an event or campaign, we’ll get historical social media data for you.

2. Social Mention

Think of this tool as a social search engine. Entering a hashtag will generate pages of user-generated content from more than 100 platforms.

Social Mention tracks traditional metrics such as reach and sentiment, making it useful for listening to discussions around brand and campaign hashtags.

But it also displays unique metrics such as passion – the likelihood that users will post more than once about your brand.

3. Hootsuite

A popular platform management tool, you can also use Hootsuite for social listening.

After you identify keyphrases, create a stream for each one.

You’ll get a grid of social content, showing basic engagement data. Hootsuite also lets you flag posts and assign team members to address them.

What’s more, you can restrict the stream results based on data such as location.

4. Twubs

Twubs is a hashtag directory, fit for basic social listening on Twitter.

Typing a hashtag into the home page’s search bar will generate a live stream of tweets, also giving you an option to access limited historical data. Within Twubs, you can reply to tweets and post new messages with the given hashtag.

5. Twitter Advanced Search

Twitter Advanced Search - 5 Tools for Social Media Listening with Hashtags

Don’t overlook Twitter itself for basic social listening.

You can use the advanced search function to refine your queries, identifying posts that use any given hashtag.

The range of filters for dates, sentiments, locations and keywords helps you zone in on specific audiences. And since you’re operating on the platform itself, it’s easy to engage with people.

Segmenting Your Audiences

Dividing the audiences you identify through social listening into sub-categories can help you develop content to better meet their diverse needs and interests.

In this case, social market segmentation starts with sampling messages that use a monitored hashtag.

Depending on the popularity of the tag, this could involve looking at 10% to 100% of the posts.

By examining profiles and other messages, divide the posters into groups based on data such as:

Look for themes and prevailing opinions within each group. For example, you may notice a segment of your audience expresses a common concern. Another may frequently post about a topic related to your brand.

Regardless, developing these consumer personas is an exercise in better understanding your markets and knowing how to communicate with them.

That’s the goal of social media monitoring, after all.

Comments to Reflect On

Optimizing your social listening approach with hashtags and select keyword filters can generate a library of relevant data, providing more information about your online market.

And by monitoring different types of hashtags, you may even unlock an audience you didn’t know you had.

That, in itself, could take your marketing strategy in a new direction.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Broadcast and Media Companies: Improving Performance with Social Media Analytics

broadcast and media companies - improving performance with social media analytics

Social media has changed the dynamics of marketing, reshaped the way people consume information and revolutionized the way brands and organizations communicate with their audience.

In a world where information is available in real time and content is accessible on-demand, broadcast and media companies have to keep pace with changing audience expectations.

Below, we will explore the ways social media can be used in broadcast and media to create a more compelling programme and increase audience engagement. 

We’ll also discuss a couple of case studies and ultimately show you how you can use social listening tools like Keyhole to automate the task of turning raw data into actionable information. 

Without much ado, let’s dive right in.

Jump Links:

Why do Media and Broadcasting Companies Need Social Media Analytics?

Your 4 Step Social Analytics Plan
1. Social Listening
2. Data Refinement
3. Goal Setting
4. Sustainable Strategy Creation

What Metrics Can You Track?
Public Sentiment
Influencers
Competitive Analysis
Hashtag Campaigns

Case Study:
How theCHIVE Uses Unique Hashtags to Engage their Follower Base

Why is it Important to Measure Your ROI?

How to Use Keyhole as a Tool for Media and Broadcast Companies

Why Do Media and Broadcasting Companies Need Social Media Analytics?

Before we get to the “how”, we first need to make sure that the “why” is clear. 

Here are some stats that illustrate the importance of social media in the modern consumer’s everyday life as well as how social media relates to broadcast and media:

  • According to a 2018 Nielsen report, 45% of consumers almost always use a second screen when watching TV. 28% of consumers sometimes use another digital device simultaneously, while only 12% of consumers never use another device when watching TV. The numbers are significantly lower for audio content.
Simultaneous usage graphs between tv and digital, and tv and audio
  • The same Nielsen report shows that most of the consumers that are second screening do so to look up information related to the content, express their opinion on the content, search for a product after they’ve seen an ad, or read other people’s commentary on the content they’re watching.
Digital usage while watching tv and digital usage while listening to audio table.
  • Similarly, a 2015 Fortune report showed that in 2014, there have been more than a billion TV-related tweets, with 85% of users who use Twitter during prime-time tweeting about the content they’re watching.
Statistics of people tweeting while watching television

Source: Fortune.com

These stats clearly show that most modern consumers are second screening – and are doing so to look for or provide extra information/opinions on the content they’re exposed to.

Instead of competing with real time and on-demand content available online, media and entertainment companies need to work with social media and leverage the wealth of data from multiple sources to optimize their strategy and operations.

This takes us to our starting question: Why do media and broadcasting companies need analytics?

Social data can help companies to:

  • Understand audience preferences and activity patterns to optimize content and ads
  • Find out what causes viewership spikes and drops 
  • Analyze audience sentiment on a weekly basis, about each episode, season or programme
  • Define audience demographics for more precise targeting
  • Keep pace with trends and find out who are the influencers that create a buzz in the industry
  • Make better predictions based on the conversations that the audience are having before/during/after airing a programme
  • Analyze channel profitability and impact, to optimise investments and identify when to cancel or renew a show

The benefits are clear. 

So why aren’t most broadcasting and media companies using social media analytics to improve their performance?

The problem lies in the amounts of data – with so much data available across different channels, it takes a lot of time and effort to sift through the noise.

That’s why it’s crucial to approach analytics systematically.

Wondering how?

Your 4-Step Social Analytics Plan

To turn social data into actionable insights, broadcasting and media companies need to tackle four critical components:

Social Listening

Before you analyze social media data, you need to gather enough information about the relevant conversations that your audience is having online.

The biggest challenge of the social listening phase is the amount of data available.

If you pull your data directly from the social media platforms, you will end up with a pile of unstructured information that would a long time to organize before it can be used for analytics.

That’s where third-party social listening tools like Keyhole come in handy – these tools allow you to focus on the conversations you are interested in, and avoid the rest, saving you lots of unnecessary work in the process.

Data Refinement

The mass collection of data in the first phase results in mounds of information that have high-potential, but need to be organized and structured before they can be used. 

Manually extracting and then refining all the data is an exercise that requires a lot of effort.

To ensure that no conversations and opportunities are missed, most modern organizations overcome this challenge by automating the data selection and categorization process.

Goal Setting

The insights you get from data only make sense if you know what you are trying to accomplish. A common mistake in broadcasting and media is silo thinking and disparate data across the organization.

More often than not, different departments have different ideas about where the organization is headed, and they use social media to achieve different outcomes. 

Needless to say, this diminishes the value of the collected data – the only way an organization can increase engagement, optimize activities and drive better performance is by creating a single, shared vision about the organization’s goals.

Sustainable Strategy Creation

Finally, organizations have to take it one step further and develop a long-term, sustainable strategy that outlines how the collected social media insights will be used across the organization.

This is an iterative process that involves continuous testing and refining.

Now that we’ve explained the four step process of turning raw data into useful, actionable insights that can drive change in the organization, let’s talk a bit more about…

What Metrics Can You Track?

Public Sentiment

Sentiment can be positive and negative, and by following online conversations on forums and social media platforms, networks can get a real-time insight into how people feel about their programme. 

TechTalk’s has published a report on the most popular TV shows public sentiment. We’ll discuss some of their findings, as these are a great illustration of what we talked about until this point.

With 32,197,368 mentions, and an average of 3,7 mentions per users, Stranger Things tops the list of the most talked about show at the time when TechTalk was gathering their data. 

The most talked about TV shows
Source: Tech Talk

This corresponds with Netflix’s streaming data about the third season of Stranger Things – according to their insights, with a record of 40.7 million household accounts watching the show since its global launch on July 4th, Stranger Things was the most watched series on Netflix.

Netflix Tweet: Stranger Things breaking netflix records

Stranger Things has a more or less gender-balanced viewership: 44% of the viewers who talked about the show online are male and 56% are female. 

More than 80% of conversations online were positive.

Sentiment towards netflix show, stranger things
Source: Tech Talk

The data shows that most of the public sentiment about the show was positive, with disgust and fear amounting to a total of 12%.

The show is in the horror genre, so these numbers are expected. 

Feelings of sentiment analysis
Sentiment towards stranger things
Source: Tech Talk

If we analyze the mentions and pieces written on the show, we could see that a lot of the conversations are about Jim Hopper’s anger management issues and Steve Harrington being the best (and most underrated) character.

Influencers

Another way broadcasting and media could use social media analytics is to find influencers in their industry.

One way of doing this is finding the most popular stars in a show and then using these findings to enhance marketing. 

Another way is to find creators who are in some way related to the industry and are influential within their community – and then use these creators to generate buzz around a new programme, a show, or a campaign.

This is exactly what YouTube did when launching their YouTube Red service which offers an ad-free option and premium content that stars some of the most popular YouTubers.

Competitive Analysis

Social data can uncover great opportunities for broadcast and media companies.

One such example is Netflix’s decision to pick up the TV series, Lucifer, after it had been cancelled by Fox.

Netflix is known to leave nothing to chance, so this decision, just like most of the streaming giant’s decisions, was made after a viral #SaveLucifer Twitter campaign was launched by passionate viewers on May 11th.

Twitter campaign for #savelucifer

The campaign amassed 1M tweets in less than 24 hours.

Twitter campaign for #savelucifer

With so many people invested in the show, it was only logical that Netflix would renew it for a fourth season and give millions of viewers what they want. 

Lucifer is a fantastic show that has really resonated with audiences in parts of the world, so we felt it was important for our licensing team to try to help that show continue for our fans,” Netflix’s VP Cindy Holland said for Deadline.

Netflix is great at monitoring and analyzing public opinion and conversations and turning data into actionable analytics and insights that support better decision-making.

Hashtag Campaigns

Disparate information can make it hard for organizations to track online conversations. 

The #SaveLucifer had this problem when more and more people started joining the campaign with different hashtags.

Twitter campaign for #savelucifer

How theCHIVE Uses Unique Hashtags to Engage their Follower Base

TheCHIVE Charity Group, had a hard time tracking and engaging their 20 million strong follower base. 

TheChive’s solution to this problem was to begin using unique hashtags for their campaigns.

Let’s have a quick look into their use case.

WHO ARE theCHIVE

TheCHIVE is a popular website that publishes feel-good photos and videos.

Over the course of 10 years, theCHIVE have amassed a following of millions, and have 20 million monthly users.  

The company’s charity division leverages the website’s massive influence and strong social media presence to find people in need, focusing on rare medical cases, special education initiatives, veterans and first responders.

What theCHIVE will usually do is ask their audience to share a photo with a hashtag and then donate $1 per every shared post to the related charity or cause. 

Over the course of 10 years, theCHIVE have managed to raise over $10M for people in need all around the world.

The Problem

The problem that theCHIVE had was keeping track of all the people that are engaging with their content. They were looking for an easy way to track all the mentions and the online conversations that were going on about a campaign. 

One of these campaigns was the first-ever national beer tournament which theCHIVE organized across 50 US states. They needed to pick two winners from each state, who then confronted each other on a national championship. 

The problem was, how do you track all the contestants in all 50 states in real time?

The Solution

TheCHIVE’s solution was using unique hashtags. For every state, theCHIVE came up with a dedicated hashtag. 

So now, they had 50 different hashtags they needed to track in real time… which is where Keyhole came in.

Using Keyhole, theCHIVE were able to monitor all the online conversations people were having online related to the championship, and access them via an easy-to-use dashboard that gave them a complete view of the entire tournament.

Now that you know how social media insights could be used to reinforce a channel, a programme, a show or a campaign, let’s recap…

Why is it Important to Measure Your ROI?

Measuring your ROI will enable you to understand your market, your audience’s preferences and help you spend your money more wisely by investing in projects that are more likely to take off.

By measuring your ROI, you’ll be able to understand what kind of shows your audience likes the most, test how long they’re willing to wait between different episodes of a programme, what are the optimal times to post, what stars or characters are the audience’s favourite, how your audience reacts to product placement, and more.

All this will enable you to optimize your investments, improve predictions, enhance advertising and ultimately offer better service to your customers.

How to use Keyhole as a Tool for Media and Broadcast Industries

By now it’s already clear why broadcasting and media need to look past TV ratings and traditional forms of testing, like focus groups and pre-screenings.

They need to create a “blended” listening practice that incorporates social media analytics.

However, social listening and analytics can be a time-consuming activity given the amount of information available (we’re talking millions of consumers), so it’s important to automate the parts that can be automated. 

Third party analytics tools like Keyhole streamline social listening and gather and structure the data for you.

Using Keyhole, you will be able to:

  • Get more information about your reach
  • Understand the demographics of the people that are having conversations about your company or products online
  • Find the most influential individuals among those that are talking about you
  • Track trending topics and keep pace with what the audience wants to consume, so that you can create a more effective content strategy
  • Find out the optimal posting time and length so that you can spend your marketing dollars more wisely
  • Compare your performance to the performance of your competitors
  • Get more in-depth insights about a specific topic you’re interested in exploring further
  • Predict how the conversations you are tracking will evolve the following week and month

All these features and much more are part of what Keyhole offers as a tool. 

Final Thoughts

Social media platforms have become a valuable business intelligence tool where millions of people give away free information about their habits, opinions, and needs. 

As the media consumption habits are changing and more and more people are second screening, media and broadcasting companies need to start looking into social media for meaningful insights that could drive better decision-making.

When done correctly, social media analytics can help broadcasting and media companies to have better conversations with their fan base, identify brand affinities and influential individuals, optimize their programmes and ultimately increase their profits and ratings.

However, most organizations still struggle to determine which data they need to analyze and what counts as “noise” and should be left out.

Third party social listening and analytics tools like Keyhole take away the time consuming grunt work of data collection and sorting and give organizations clean and understandable reports on what the organization does right, how it competes with other players in the market, and help to uncover opportunities to improve their performance.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Sports Marketing: Tracking Social Media ROI, Influencers, and Engagement

On the surface, sports marketing in the digital age should be easy.

You have a thrilling product, a rabid fanbase, and a growing arsenal of social media platforms to connect the two.

Sure, you can post content all day long, but how do you evaluate the success of one sports media campaign versus another?

How do you prove your sports marketing agency is better-equipped to land that contract? How do you justify your marketing strategy to your superiors? And how do you prove that what you’re doing aligns with your business goals?

In other words, how do you measure the ROI and success of your sports marketing campaigns?

In this post, we’ll explain why you should be measuring the ROI on your sports marketing campaigns, what metrics to track, and case studies on metric tracking in sports media.

  • Why you should be measuring the ROI of your sports marketing campaigns
  • The most important metrics to track
  • Example use cases of these key metrics
  • Case studies of effective metric tracking in sports media
  • Tools to help you track these metrics

Let’s go!

Jump Links:

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Which Sports Marketing Metrics Should You Track?
Visibility Metrics
Engagement Metrics
Sentiment Analysis
Audience Analytics
Influencer Analytics
Other Business Metrics

Sports Marketing ROI Case Studies:
The Special Olympics
SportQuake
MELT Atlanta

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Even if you have a product that sells itself—like a successful sports team—blindly posting content for the sake of posting content is only going to get you so far.

By setting specific, measurable goals before embarking on any sports media campaign, you’ll be able to identify what went well, what went wrong, and what you can improve for next time.

Start with the question:

“What am I trying to accomplish?”

Is it growing your team’s social following? Is it attracting new sponsors or investors? Making existing sponsors satisfied with their investment? Creating new partnerships? Recruiting or tracking influencers? Raising awareness for a cause?

By identifying your goals in advance, you’ll know what data is needed to prove your campaign’s value to any relevant stakeholders, whether that’s your boss, a sponsor, or your own sense of accomplishment.

Once you’ve picked a goal, decide what metrics you’ll use to measure success and pick specific targets.

For example, if your goal is increasing followers, by what percentage, and over what time period? If your goal is impressing a sponsor, you may want to set targets for total reach and fan sentiment.

Not sure which metrics you should be tracking? Don’t worry, because we’re covering that next.

Which Sports Marketing Metrics Should You Track?

Let’s jump into which social media metrics you should be tracking to understand your ROI, whether you’re measuring posts, particular accounts, hashtags, or your audience.

Visibility Metrics

No matter what your goals are, it’s likely you’ll be invested in the overall visibility of your campaign.

Reach

Reach is the number of unique users that have seen a particular post, keyword, or hashtag.

For example, if one account with 10,000 followers posts your hashtag, that hashtag has a potential reach of up to 10,000 unique users. The same account posting again on that hashtag would not increase the potential reach.

If your content has broad reach, that means it’s making its way to a large volume of users. It’s a sign that your content is being broadly shared by influential accounts.

Impressions

Impressions is the total number of times the piece of content has been viewed (similar to page views on your website).

In contrast to reach, the same user seeing the same piece of content twice would count as two impressions.

High impressions are either a result of high reach or high repeat engagement from a core follower base.

Follower Count

Of course, you’ll also be invested in the number of followers to your sports social media accounts, whether it’s on a single platform or across platforms.

By growing your own follower base, you can directly impact the potential reach of your own posts, relying less on influencers and shares to have your message heard.

You may also need to track the follower counts of your sponsors or your team’s athletes.

You can also track your follower growth rate, calculated as follows:

Example Use Case: Sponsored Hashtag Monitoring

Measuring hashtag analytics will be extremely important to you if your goal is to track the success of a sponsored hashtag.

Take #SuitingUpTogether for example: a Toyota-sponsored hashtag used by the LA Lakers on Twitter, Instagram, and various other platforms.

To prove the success of the sponsorship to Toyota, the Lakers could share metrics like reach, impressions, and increases in @ToyotaSoCal’s follower count over time. 

Engagement Metrics

Beyond pure visibility, you should also track how engaged your audience is with your posts.

Average Engagement

Average engagement measures the average number of likes, comments, and shares each of your posts gets. 

Average Engagement Calculation: (likes + comments + shares) / (# posts)

This is an indicator of the volume of interactions your posts get.

Average Engagement Rate

Average engagement rate is your average engagement per follower.

Average Engagement Rate Calculation: (average likes per post + average comments per post + average shares by post) / (# followers)

This ratio is more telling of the quality of your content and/or how active your followers are. If you have a lot of followers, but low engagement, you may need to step up your content game!

Optimal Post Time & Post Length

Once you have visibility and engagement metrics, social media monitoring tools can start to give you feedback on what type of posts are providing the most value.

A tool like Keyhole can give you data like the optimal time of day to post, what type of content formats are performing best, and the length of text that gets the most engagement. 

Example Use Case: Game Hashtags

Game hashtags are known to have tons of engagement from fans.

Whether it’s a hashtag you created for a team, or you’re joining in on a grassroots hashtag created by fans, there are sure to be hundreds, thousands, or even millions of posts on that game’s hashtag.

But how do you post on that hashtag to gain the most engagement?

Here’s an example of a hashtag, #nbafinals2019, with a game specific clip.

By analyzing the average engagement rate of posts at different times, you can identify the perfect time to post during games. Is it at tip off? Half time? During the intermission? 20 minutes before the game? As the clock winds down?

Only by measuring these metrics will you know for sure.

Sentiment Analysis

Quantity doesn’t always mean quality. Posts, teams, or athletes can go viral for the wrong reasons—so you have to look beyond reach and engagement.

Sentiment analysis allows you to track the number of positive vs. negative posts for a given hashtag or keyword.

By tracking sentiment analysis, you’ll be able to prevent and manage PR crises, better understand your audience, and keep a finger on the pulse of your audience’s mood.

Example Use Case: Player Sentiment

Let’s say you have a video campaign planned where you’re featuring an athlete in your organization in each video.

If bad news breaks that day about that player, you don’t want to add fuel to the fire by sharing a mistimed feel-good post about that player—especially if that post is tied to one of your sponsors.

By using social listening and sentiment analysis tools, you can make sure you’re avoiding any intended consequences.

Here’s a hilarious piece of player-driven content from Liverpool FC. But they wouldn’t want to post it soon after one of the players in the video made a costly mistake for their team.

On the flip side, if a player is trending for positive reasons, it may be the perfect time to pull an older piece of content on that player out of the archives.

Audience Analytics

Your sports social media campaigns will only be made stronger the more you learn about your audience.

By using the native analytics tools in the social media platforms you’re using for your campaign, you can track audience metrics like:

  • Countries
  • Language
  • Gender
  • Keywords
  • Devices

Example Use Case: Multi-Lingual Campaigns

By using audience analytics, you may learn you have a growing demographic that you should tailor more of your content to.

Because they’re located in a southern US state with many Spanish speakers, the Arizona Coyotes launched Spanish versions of all of their social media accounts in 2019.

They would have been able to justify that decision in advance by using audience analytics on their English-only accounts.

Influencer Analytics

Engaging with your team’s top fans is an amazing way to make fans for life.

By inviting influencers into your sports marketing strategy, you’ll give them a platform to share their authentic passion that’s sure to resonate with your wider audience.

Example Use Case: Targeting New Demographics

By using Keyhole’s influencer tracking tools, you’ll be able to identify, compare, and measure potential and existing influencers with all the metrics we’ve already mentioned above.

For example, if you’re looking to reach a demographic that your audience analytics say you’re not currently reaching, you can seek out influencers whose content clearly resonates with that exact demographic.

Other Business Metrics

Actual ROI

Of course, the truest and simplest way to track your ROI is to track the financial cost of your strategy compared to the overall gain of your strategy.

But tracking your financial gains isn’t always easy.

If you know the financial value of a single follower, you could estimate revenue gained from gained followers.

Or if you can link landing or renewing a particular sponsorship to your marketing campaign, you can consider that your financial win.

Website Analytics

You can also turn to your website analytics to prove the effectiveness of your campaign. Did your website traffic go up after your campaign started? Did it go down once it stopped? 

Linking your marketing campaigns to other metrics outside of social media shouldn’t be ignored!

Sports Marketing ROI Case Studies

The Special Olympics

The Special Olympics are a huge sports endeavor—with nearly 5 million athletes with intellectual disabilities participating worldwide.

At that scale, tracking the ROI of their social media campaigns is a tall order.

Ryan Eades, Director of Digital and Social Engagement at the Special Olympics turned to Keyhole to track the ROI of their social media efforts.

They sorted their audience by follower count and engagement to identify their most influential ambassadors.

Once they linked up with model and actress Brooklyn Decker, they used Keyhole to track engagements and conversions linked directly to her posts.

SportQuake, the Data-Driven Sports Marketing Agency

Sports marketing agencies have the most to gain from tracking ROI.

As they’re not in-house employees, they have to prove the potential and actual benefits of every campaign they run for any organization.

They need as much data as they can get.

SportQuake is one of those agencies. They are often in a position where they’re trying to recruit influencers to aid in marketing campaigns.

But they look beyond follower counts. They want to make sure the influencers they work with are actually likable.

That’s why SportQuake uses Keyhole’s sentiment analysis metrics to monitor the audience sentiment towards a particular influencer—allowing them to have a data-driven approach to choosing the right fit for their campaigns.

MELT Atlanta’s Cool Approach to Analytics

MELT Atlanta is a sports marketing agency that connects major brands with top athletes and athletic events.

For example, their most recent project is a marketing campaign connecting Coca Cola with athletes in the 2020 PyeongChang Winter Olympics.

To MELT, tracking the success of their campaigns is crucial to proving ROI for their clients.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point,” said Jenna Cook, their Digital & Social Media Manager.

With Keyhole, they track brand accounts, athlete accounts, hashtags, their most engaging posts, best posting times, follower insights, and more.

By having an easily accessible dashboard with their most crucial metrics, they can easily answer whether or not their clients are seeing ROI on their campaigns within seconds.

How to use Keyhole to Track Your Sports Marketing ROI

No matter what your goals are for your marketing campaign, you’re going to need to prove your campaign’s effectiveness with hard data.

By using Keyhole’s advanced social listening tools like hashtag analytics, influencer monitoring, keyword tracking, sentiment analysis, and more, you’ll have a wide range of metrics to prove the success of your marketing campaigns.

Ready to get started? Start your FREE Keyhole trial today.

5 Valuable Hashtag Marketing Strategies Proven to Engage Audiences

Hashtag Marketing Strategies to Engage Followers

Updated on October 17th, 2019.

Using hashtags effectively goes beyond casually plugging them into your tweets and posts.

On platforms such as Twitter and Instagram, calculated hashtag marketing can boost impressions, make your content more searchable and encourage users to talk about your brand.

Learning how to leverage tagged topics should be a priority for marketers.

Jump Links:

1. Brand Hashtags
2. Trending Hashtags
3. Chat Hashtags
4. Content Reflecting Hashtags
5. Call-to-Action Hashtags

Here are five hashtag marketing strategies that social media teams have successfully used to engage their target audiences:

1. Brand Hashtags

Think of a brand hashtag as your signature. Unique to your business, it should be a concise and relevant slogan you include when sharing original content.

Encourage followers to use it as well. This way, they’ll have a clear method of sharing posts with you and others interested in your company’s products or services.

The online community will also know how to find content about your brand.

Why Brand Hashtags Successfully Engage Audiences 

A brand hashtag is a way for users to let the social community know what they think about your company. Instead of just sending you a message, they’re speaking to their followers and other users who look for tagged posts.

Everyone stands to benefit, because:

  • You build a discussion around your brand, encouraging the online community to learn more about your products and services while promoting them. Ideally, consumers will also follow links you share.
  • Those using the hashtag will draw attention to their posts, possibly earning more followers.

As a bonus, you can run a promotional contest. For example, the person who creates the most-shared post using your hashtag will win a prize at the end of each month.

Everyone loves to win. Just watch engagement steadily rise.

Example: #WinnersFabFinds

Winners, a popular Canadian apparel store, uses #WinnersFabFinds across all social channels. Both catchy and unique, Winners promotes the brand hashtag both online and in-store. Another great example of effective hashtag marketing.

With more than 4,500 posts, here’s what #WinnersFabFinds looks like on Instagram:

Customers share content, while Winners gets original pictures of them enjoying products.

Measure any hashtag you want, including brand hashtags, using Keyhole.

When a high volume of users include a specific hashtag in their posts, it “trends.”

Social media platforms have different ways of displaying trending topics. For example, trending topics on Twitter displays on the top right side of the screen, and Facebook has a trending section on the top-right corner of your screen:

see what's trending on twitter

Constantly changing in real-time, a trending hashtag can last for days or mere minutes.

When you see a trend that relates to your business, don’t hesitate to engage in it with relevant content.

Why They Successfully Engage Audiences

By sharing content through a trending hashtag, it’ll be seen by a group larger than your contacts and followers.

In a sense, your audience can be limitless — anyone who clicks on the trending topic can see your post. And if that post is witty, original or informative, the shares it generates will further boost impressions and comments.

Example: #CollegeIn5Words

When #CollegeIn5Words trended on Twitter, Denny’s Diner furthered its reputation as a company with a funny social media presence.

Being funny in this situation has its benefits, as Denny’s earned an enviable amount of likes and retweets. Not to mention all the replies it received, with people tagging their followers to share a laugh.

3. Chat Hashtags

Popular on Twitter, you can use chat hashtags to discuss a topic with users who are interested in the subject matter.

This is a form of hashtag marketing that calls for users to be directly engaging with a brand or an individual.

There are a plethora of industry and audience specific chat hashtags.

Chats are typically held at set times, sometimes involving one user asking questions and others giving their thoughts.

You can also start and promote your own, giving your brand more exposure. Make sure the hashtag is short – encouraging meaningful conversation is key, so it’s best not to deeply cut into Twitter’s 140-character limit.

Why They Successfully Engage Audiences 

People want to talk about topics they’re passionate about, so Twitter chats can give you access to a receptive audience. With a popular chat hashtag, that audience is already established and waiting to be engaged.

What’s more, contributing to a Twitter chat can boost engagement by letting you:

  • Connect with like-minded individuals. Many people may be interested in your company, but not know about it. Using a chat hashtag is a way of informing them about your ideas, as well as your products or services.
  • Demonstrate your expertise on relevant topics. If people are invested in a certain subject, they want to know more about it. Sharing your content can spark meaningful conversations.

Example: #TMLTalk

During every Toronto Maple Leafs game, #TMLTalk is a trending topic. The team with the NHL’s largest fan base interacts with supporters using the hashtag, encouraging them to share opinions and content.

During every Toronto Maple Leafs game, #TMLTalk is a trending topic. The team with the NHL’s largest fan base interacts with supporters using the hashtag, encouraging them to share opinions and content.

Fans are passionate – giving them an online forum helps them interact with fellow enthusiasts.

Organizations such as news sites can also use the hashtag to share stories and earn clicks. Meanwhile, the Maple Leafs organization gains another way to build, and communicate with, a dedicated audience.

4. Content-Reflecting Hashtags

Content-reflecting hashtags don’t have to be trending or even popular, per se. They’re not specific to your brand, either.

They’re simply tagged words that relate to a posts’ content. For example, a tweet about social media ads may contain “#digitalmarketing.” A post about a tourist attraction may include the city’s name, and so on.

Why They Successfully Engage Audiences

Think of content-reflecting hashtags as a way of optimizing content for search. Audience members may stumble upon your posts when looking for the words you tag.

This is useful for companies that:

  • Sell physical products
  • Operate in a set location
  • Participate in events
  • Share posts about niche topics that don’t trend or necessarily merit a brand hashtag

Content-reflecting hashtags become valuable when consumers perform general searches to find a certain item or learn more about a given subject. Being an early result can certainly earn you a click, reply or follow.

Example: #CleanEating

#CleanEating is a popular Instagram hashtag that carries over onto Twitter and other social platforms.

For example, here’s a typical post that would be associated with the hashtag:

Although it’s dominated by pictures of home cooking, a health foods store or restaurant could certainly leverage the hashtag to potentially earn comments or clicks to their website.

If used in conjunction with a location hashtag, an in-person visit also wouldn’t be out of the question.

5. Call-to-Action Hashtags

The goal of a call-to-action (CTA) hashtag? Encourage the online community to perform a specific action involving your brand.

It’s a traditional marketing concept that’s applied to social media.

A CTA hashtag usually starts with a verb, such as “share” or “talk.” Then, it should have a few short words that give additional instruction.

For example, a mental health organization may have a hashtag called “#TalkAboutMentalHealth.”

When a CTA hashtag gains traction, you’ll see posts across social platforms involving people taking appropriate action.

Why They Successfully Engage Audiences 

Social media users follow CTA hashtags because they:

  • Feel like they’re contributing to an important cause.
    • Going back to the mental health example, people would follow such a hashtag because they feel as though they’re challenging the stigma of certain illnesses.
  • Think the action is genuinely fun. Who wouldn’t want to take a silly picture or share an interesting story?
  • Earn a sense of participation. If your friends are posting with a certain hashtag, it’s natural to want to contribute.

That being said, a CTA should be doable. You likely won’t engage your audience by encouraging an action that’s almost impossible.

Example: #ShareACoke

Coca-Cola’s #ShareACoke campaigns harnessed the power of a fun CTA and became a wildly-successful hashtag marketing initiative.

Creating cans and bottles that read “Share a Coke With …” followed by a name, the company encouraged social media users to post pictures of themselves sharing the drink with friends and family.

Generating almost 700,000 Instagram posts, here’s a look at an example:

Generating almost 700,000 Instagram posts, here’s a look at an example:

Like a brand hashtag, this particular CTA campaign benefits the company and individual users. The users get to share content with a wide audience, while Coca-Cola gets original images of satisfied customers and potentially increases sales.

These five hashtag marketing techniques are shown to boost engagement by encouraging consumer conversations, making your content more searchable, expanding your reach, and more.

Implement them in your social media marketing strategy to see how effectively they work for you.



Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

8 Killer Tips to Grow Your Twitter Follower Count Organically

So, how do I get more Twitter followers?

This is the question everyone’s been asking ever since social media became an indispensable part of every brand’s marketing strategy.

And we get it.

Twitter is a gathering place for 330 million people every month who are looking to start conversations and get ongoing updates about their favourite brands and thought leaders.

monthly active users on different social networks

According to Statista, as of the most recent quarter in 2019, there are 262 million monthly active international (non-US) users on Twitter, which amounts to 79% of the entire Twitter user base.

What’s more, Twitter users come from various age groups, and according to a report by the Pew Research Centre, Twitter users in the US “tend to have higher levels of household income and educational attainment relative to the general adult population.”

Research shows that the gender and race distribution of Twitter users is similar to that of the general public in the US. However, 42% of Twitter users hold at least a bachelor’s degree (as opposed to 31% of the general public), and 41% of them report a household income higher than $75.000 (as opposed to 32% of the general public).

These stats position Twitter as one of the top social media platforms that brands and individuals can use to establish authority in their industry of choice and tap into an international and national audience that’s well-educated and financially well-positioned.

It’s more than clear why everyone wants to know what they can do to increase their followers on Twitter.

We’re here to answer that.

Below, we’ll give you 8 easy, yet effective tips on how to increase your Twitter follower count and get your brand in front of a global audience.

Jump Links:

Why do Twitter Followers Matter?

8 Tips to Grow Your Twitter Follower Count:
1. Complete Your Profile
2. Stay Consistent and Tweet Often
3. Publish Content of Value
4. Optimize Your Posting Time
5. Get Visual
6. Use Hashtags
7. Engage With Your Community
8. Cross Promote Your Twitter Account

Recap

Why Do Twitter Followers Matter?

Some people consider followers as an outdated, vanity metric. 

In fact, with the algorithm changes introduced by Facebook and Instagram, follower count lost its position as the single most important metric and was overtaken by engagement.

It’s engagement that expresses if the content is relevant to a particular target audience, builds relationships between a brand and its audiences, and sets the foundation for the start of a conversation.

So, why should you care about getting more Twitter followers?

Simple.

You can’t build a movement without followers.

Sure, your content will spread more if it gets shared and you get people commenting.

But, in order to build true momentum, you first need to have a solid follower base that is willing to engage with your posts.

In other words, the higher your follower count, the bigger your influence and potential impact in your industry.

And of course, let’s not forget to mention that when you see an increase in your Twitter followers, you can safely assume that your content strategy works and that you are creating value for your community.

Now that we’ve explained the background of this never-ending quest for followers, let’s break down the steps you need to take to get followers on Twitter.

8 Tips to Grow Your Twitter Followers

1. Complete Your Profile

First impressions matter.

Before you go ahead and develop a strategy to find new potential customers, you need to make sure that once they find you, they like what they see.

To maximize your chances of getting people to click “follow” after they land on your profile, make sure you get the following couple of things right:

Add a Presentable Profile Photo

Whether it’s a photo of yourself (if you’re looking to build your personal brand), or your company’s logo, your photo needs to be professional and presentable.

A screenshot of Keyhole's Twitter profile, showcasing the profile picture, header, and bio.

This is one of the two elements from your profile that people will see when your tweet shows up on their feed (your username being the second element). 

A well-chosen profile picture will help you draw attention and enable people to recognize the person/brand that stands behind the activity on your profile.

Create Clarity with Your Twitter Bio

Every element of your profile is part of a bigger picture that shows what you do, who you are, and what you can bring to the table if people decide to follow you.

Just adding a photo isn’t enough for people to understand your brand. 

You need to include crucial information in your Twitter bio including your location, website, and contact information.

But that’s just part of why your Twitter bio is crucial to your social media success. 

Another aspect of why it’s important is that your bio is searchable.

Byy adding hashtags that are relevant to your industry and your audience, you can boost your chances of being seen. 

Your bio section also gives you 160 characters to explain your line of work, share your vision, and showcase your personality. 

Take a look at Tom Hank’s bio (yes, that Tom Hanks!):

An image of Tom Hanks' Twitter profile.

Makes you want to immediately click follow, doesn’t it?

Cover Photo

Finally, once you’ve chosen a good profile photo and you’ve written a bio you’re satisfied with, it’s time to work on your header image. 

While you need to stay consistent with your profile photo, you can change your header image to reflect what you’re up to at the moment.

Use it to announce events or new products, like Netflix and Burger King do:

An image of Burger King's Twitter profile showcasing their new product campaign.
Netflix's Twitter Profile, showcasing their new show Elite.

Alternatively, you can use your cover image to underpin your brand image, as Gary Vaynerchuk does:

A screenshot of Gary Vaynerchuck's profile.

Dedicating some time to making your profile as complete and robust as possible will allow you to create a fantastic first impression when people come across your Twitter page.

This will boost your chances of converting accidental visitors into your Twitter followers.

2. Stay Consistent and Tweet Often

One of the things that makes Twitter different than other social media platforms is that it requires you to be consistently active.

On Facebook or Instagram, it is optimal to post one or two times a day, or even a few times a week, since too much activity can turn people off or be considered spam.

On Twitter, it’s okay to have a more frequent content strategy. 

But how many posts are enough?

To find your sweet spot, it’s best to test it yourself!

Modify the amount of posts that you are sharing and see what is garnering the most engagement with your audience.

Another great way to gauge the most effective number of posts is to research your competitors and analyze their followers’ behavior relative to the frequency of posting.

You can also use an analytics tool like Keyhole to help you determine these metrics.

3. Publish Content of Value

We want to emphasize that posting new content for the sake of posting content won’t bring in followers.

What you need to do is to publish content of value.

Your audience needs to value your content in order to engage with it.

This will mean different things to different audiences.

Some may find value in being entertained by funny memes.

A screenshot of one of 9GAG's tweets, a funny meme.

Others like to read informative articles or get updates on recent developments in the news or about a particular industry.

A screenshot of Simon Sinek's twitter feed.

Some people find value in becoming motivated by inspirational quotes or videos.

An inspirational Tweet example.

In order to create a strategy where you continuously provide value for your audience, you first need to define what value is to your followers.

You can do this by analyzing your Twitter metrics and your followers’ response to different types of posts on your profile.

SUGGESTED READ: Twitter Analytics: A Guide to Drive Traffic and Boost Sales (2019)

There’s one thing that separates well-performing profiles from poorly performing profiles – and that’s where they choose to put their attention when they create their content.

In other words, well-performing brands tend to publish “you-focused” content. They are what is known as informers.

Informers do everything they can to give their audience content they care about, and don’t use their profiles for self-promotion.

Badly performing profiles, on the other hand, are mainly “me-focused”.

A study from the School of Communication and Information at Rutgers University, found that as much as 80% of Twitter users are what they call “meformers”. 

According to this study “Informers had 53% of their messages in the IS category, while a significant portion (M=48%) of the messages posted by Meformers were “Me Now” messages.”

The study further concluded that Informers statistically have more friends and followers than Meformers.

What’s the takeaway?

Study your audience and make them feel like everything you do is ultimately about them. 

Sure, you can throw in some self-promotional post here and there, but don’t make your Twitter all about advertising your accomplishments, products, and services.

4. Optimize Your Posting Time

Just like on any other social media platform, on Twitter, you’re more likely to get your content seen as soon as you publish it.

In fact, the average lifespan of tweets is anywhere from 15 to 24 minutes, so if you’re looking to get exposure, you need to ensure that you gain traction immediately. 

You can check out our list of our Top 13 Twitter Analytics Tools to help analyze data about your Twitter followers or Tweets.

How do you achieve this?

Make sure you schedule your posts for when your followers are awake and active.

It doesn’t make much sense to publish content when everyone else is sleeping or busy, right? You need to observe when your followers are online, taking into consideration their location and time zone.

But what happens when life gets in the way and you can’t post when your audience is online?

That’s what scheduling tools are for!

Not only do they allow you to schedule your posts in advance, but they will also give you a much better view into the kind of content you’re sharing on a weekly basis.

Use these insights to help you create a well-balanced content schedule with enough variation and value.

5. Get Visual

When it comes to social media, the old, well-known rule that claims that content is king, needs to be revamped.

Visual content is king.  

Visual heavy Tweets are more likely to attract the attention of scrollers and make them stop and read what you have to say.

Also, visual content is much more shareable than plain text.

So, whenever you can pack your content into a visually appealing image or  infographic – do it. 

Another way to incorporate visuals is to paste tips, advice or stories as images.

An example of a text being merged with an image.

Combine blog post links and text with an image:

Combining blog posts with an image for maximum impact.

Or share gifs and videos…

A screenshot of a video posted on Twitter by LadBible.

6. Use Hashtags

Hashtags are by far the easiest way to make your posts searchable and show their relevance in a particular category.

Hashtags will take your Tweets past your follower base. Not adding hashtags to your Tweets is a missed opportunity to reach a wider audience.

Unfamiliar with hashtags? Check out our beginner’s guide to hashtags.

An example of a hashtag in a specific industry.

Of course, not all hashtags will have the same impact and reach. You’ll need to do some research on what hashtags will be the most effective for your content. 

If you’re already familiar with the basics of hashtags, check out our guide on using popular hashtags to grow your business.

There are a lot of tools out there that allow you to access robust hashtag analytics, and will help you understand what’s working and what’s not.

Use these insights to optimize your Twitter activity!

SUGGESTED READ: Top 15 Hashtag Analytics Tools

7. Engage With Your Community

Twitter followers mean nothing if they’re passive and don’t interact with the content you’re sharing.

To increase engagement and increase your likelihood of increasing your Twitter followers, you need to give back to the community!

Show your followers that you care by always responding to their direct messages (DMs), mentions and even by retweeting their content. 

Again, don’t do this just for the sake of doing it – take the time to curate relevant and thoughtful comments. 

Check out how Stephen King does it:

Stephen King interacting with his Twitter followers, growing his Twitter follower account organically.

You can create your content and automate the process of publishing, but you still have to put effort into engaging with your community.

Another example of Stephen King engaging with his followers.

Not only will people feel appreciated that you took the time to respond to their comments and mentions, but by being engaging, you’ll be able to add a human element to your online activity.

The last thing you want is for your Twitter account to look like it’s completely run by bots.

Engaging with your community doesn’t have to be hard and complicated.

Just add a couple of minutes of engagement-related activities into your daily social media schedule.

And just like that, with a few minutes of engagement a day, you’ll start noticing a higher engagement rate on your profile in no time.

8. Cross Promote Your Twitter Account

A lot of times people won’t follow you on Twitter because they simply don’t know you’re there.

The truth is, not a lot of people will search for your brand on Twitter. 

Most likely, they’ll Google you, and land on your website or maybe your Facebook page.

So, how do you make people aware that you have a Twitter account as well?

You already know the answer: tell them.

Add a button on your website, and share your Twitter account across other social media platforms.

If you have an established audience on other platforms, and they have a Twitter account, they’ll probably want to follow you there as well.

Recap

Getting more Twitter followers is imperative for any brand that’s looking to establish authority in their niche.

On Twitter, getting people to follow you is fairly easy, as opposed to other platforms.

All you need to do is take a few steps to optimize your profile and Twitter activity for maximum reach and engagement.

And there you have it.

These are our eight proven steps to get more Twitter followers.

Now go ahead and start getting those numbers up!


Keyhole is a real-time brand and campaign monitoring tool that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free here.


Life is short and the internet is vast.