People always hear about the importance of jumping on trends that already exist. Hashtags are a big one especially when it comes to Twitter.
If you're a small business, being able to jump on hugely popular hashtags and piggyback your brand off of them has some serious benefits.
The problem is that very few get results and that issue often lies in the poor execution.
Last week, I got to experience first hand how one company perfected their execution in hashtag jacking. Congrats @FabLittleBag... you guys rock!
#WhatWomenWantIn5Words Everyone to bin their tampons!
— FabLittleBag (@FabLittleBag) January 18, 2016
Let me share with you the exact steps they took and why it was so powerful. Consistent Branding.
First off we have to give @FabLittleBag credit for adorable branding that is perfect with what their brand represents. It's modern, fresh, girly and discrete. We also need to give a +1 because...organic. The language and tone used in their communication was also consistent with their branding. It stood out in the news feed and this is exactly what first caught my attention.
They Knew Their Market.
@FabLittleBag spotted a trending hashtag and ran with it. However they didn't 'hash-jack' any old hashtag, they took advantage of a RELEVANT hashtag that was going to be extremely popular among their target demographic - women. The hashtag was #whatwomenwantin5words. This is so important. While tweeting about trending hashtags will get you noticed, it doesn't really hold any value unless it's among the right audience.
The Human Element.
While @FabLittleBag are a brand and are communicating through their logo, they have managed to add the personal element. They were actually engaging and it felt very human, not promotional. People don't want to talk to brands, they want to talk to people. They are there to communicate with other users and @FabLittleBag showed this was possible even behind a logo.
They Had A Strategy.
THIS is the biggest reason most small business owners struggle on social media.
@FabLittleBag took our fun conversation to a direct message where they kindly offered to send a sample pack to try. There was no push, just a simple 'Hey, would you like us to send you some to try?"
The whole time, whoever was engaging on the other end kept it social. They continued the conversation around other topics and let me know it would be sent out the same day. What's important here is if you think about their brand, it is important to be discreet, it's not necessarily something you would want to tweet publically about so taking it to a direct message conversation showed they understood their customers and wanted to maintain that consistency in branding.
Of course, they probably didn't think I accepted just so I could blog about the whole thing publically anyway ;)
Well played to @FabLittleBag on this one. They are proof that even if you are a small business, you can take advantage of big trends. There just needs to be some consideration with regard to your strategic intention. It's not about jumping on every hashtag, it's about thinking about your customers, what they will be using and how you can leverage something they are already looking at to get your brand in front of them.
When you do get in front of them, it's not about promotion. That's a trust you have to earn. You earn that trust by interacting with them... like a user. Be a user and the conversation will flow. Then, when they do start to take an interest, have a clear strategy for how you can take that relationship to the next level.
I'd honestly never heard of @Fablittlebag previously. Now, I'm talking about them to you and whoever else comes across this post.
Word of mouth marketing.
Be strategic and have a plan of action. Hashtags are unpredictable but you know exactly who your customer is and you have a clear direction as to the next step you want them to take then it really doesn't matter.
Shout out to Fab Little Bag for showing us all how it's done. I highly recommend you check them out on Twitter.
P.S. I know this maybe wasn't the nicest tweet topic conversation but I kind of think that's the point. It's the stuff people don't talk about and Fab Little Bag did a great job of making it conversational.