How to Optimize Around Your Goal
Heartbeat offers a solution for a number of marketing objectives:
GOAL App Installs
Before Your Campaign
- Invite a large group
Target a wide group of ambassadors and in the campaign application you can include downloading the app as a requirement. - Consider their interests
Approve Ambassadors that have interests related to the app, such as gaming or beauty. - Double check links
Ensure the destination URL is linked directly to the app’s page on iTunes. - Consider additional incentives
If you have access to the appropriate tracking integration, incentivize the Ambassadors by offering a payout bonus to the Ambassador that drives the most app installs. - Optimize promo codes
Provide a promo code for the campaign participants to share that can be used in the app/game.
During Your Campaign
- Rapid consumer insights
Create a survey question asking what is their favorite part of the app. - Share inspiration
Post videos of people using the app on your brand page. -
Use all your tools
Share the campaign-specific promo code with all your members by posting on your brand page. Even if you didn’t approve of an ambassador to post, he or she would still use the promo code!
After Your Campaign
- Ambassador analytics
Look at which campaign participants drove the most app installs and/or had the highest engagement. For your next campaign focus on these top-performers, as well as look-alike ambassadors.
GOAL Brand Awareness
Before Your Campaign
- Invite a large group
The more Ambassadors invited, the more eyes see and interact with your brand. - Focus on follower count
Select ambassadors that have larger followings in order to ensure higher reach. - Ask the right questions
Instruct the ambassadors to ask their friends and followers a question in the caption, such as, “Have you heard of this brand/product?” or “Would you try this brand/product?” Check out their followers’ answers; this is basically a focus group!
During Your Campaign
- Interact with posts
Likes and friendly comments boost both the ambassador’s and their followers’ sentiment toward your brand. - Share your favorites
Repost ambassadors’ content on your own social media channels. This is a great opportunity to invite your followers to re-engage with your brand on Heartbeat. - Show off a little
Share your favorite photos on your Heartbeat brand page to entice ambassadors to participate in your future campaigns. - Use all your tools
Share the campaign-specific promo code with all your members by posting on your brand page. Even if you didn’t approve of an ambassador to post, he or she would still use the promo code!
After Your Campaign
- Measure intent
Survey the campaign participants post-campaign. Ask them questions like, “Would you recommend this brand/product to a friend?” or “Would you buy this product again?” - Reward good work
Reward the top performing ambassadors with a gift card to your store/website! This will further increase the positive sentiment towards your brand, making the ambassadors more likely to recommend you to a friend. And who knows, they may even create an additional post with the products they purchased using their gift cards.
GOAL Content Creation
Before Your Campaign
- Choose wisely
Select Ambassadors that have aesthetically-pleasing Instagram content. - Dig into the deets
Give the Ambassadors detailed instructions about what exactly you want their post to look like. Be specific about the layout, lighting, and filters you prefer. - Kickstart competition
Incentivize the ambassadors to create beautiful content by offering a bonus payout to the person who produces your favorite post.
During Your Campaign
- Interact with posts
Likes and friendly comments boost both the ambassador’s and their followers’ sentiment toward your brand. - Share your favorites
Repost ambassadors’ content on your own social media channels. This is a great opportunity to invite your followers to re-engage with your brand on Heartbeat. - Show off a little
Share your favorite photos on your Heartbeat brand page to entice ambassadors to participate in your future campaigns.
After Your Campaign
- Reward good work
Reward the top performing ambassadors with a gift card to your store/website! This will further increase the positive sentiment towards your brand, making the ambassadors more likely to recommend you to a friend. And who knows, they may even create an additional post with the products they purchased using their gift cards. - Easy inspiration
Use your favorite posts from this campaign as example posts for your next campaign.
GOAL Conversions & Sales
Before Your Campaign
- Generate a unique promo code for each Ambassador
Not only do promo codes provide customers with an incentive to purchase, but they can also track and optimize your marketing efforts over time. - Incentivize your Ambassadors
Provide a bonus payout for X number of promo code redemptions. Alternatively, instead of a bonus payout, you can provide a gift card to your company in order to further push brand loyalty. - Let them down gently
Send an email to those who were not accepted into the campaign with the opportunity to purchase the product/service with the promo code offer. - Create a post
Share the promo code on your Heartbeat brand page. - Dot your i’s and cross your t’s
Ensure the destination URL goes directly to the product the campaign is promoting. The longer customers spend time trying to find the product on your website, the less likely they are to purchase.
During Your Campaign
- Evaluate the incoming posts
Make sure every post’s caption contains the promo code. - Is the promo code offer is the highest offer available on your website?
If your Heartbeat promo code if for 10% off, but you offer 15% off to new customers, it’s highly unlikely the Heartbeat promo code will ever be used.
After Your Campaign
- Ambassador analytics
Look at which ambassadors brought in the most redemptions. For your next campaign, focus on these top-performers, as well as look-alike ambassadors. - Be patient
Customers may need multiple exposures before they make a first purchase. Retargeting top performing participants will eventually lead to sales and a group of loyal customers. - Show your ambassadors some love
Send a Heartbeat-specific welcome email to your new customers that redeemed the campaign promo code.
GOAL Loyalty & Advocacy
Before Your Campaign
- Generate a unique promo code for each Ambassador
Provide each campaign participant with a unique promo code and an incentive to share it. For example, for every promo code redemption they get, they’ll receive a $5 gift card to your store/website. - Post a survey
Ask your ambassadors “Have you ever used and loved this product/service/brand?” For strong advocacy, invite only the people that answered “Yes” to join your campaign.
During Your Campaign
- Interact with posts
Likes and friendly comments boost both the ambassador’s and their followers’ sentiment toward your brand. - Share your favorites
Repost ambassadors’ content on your own social media channels. This is a great opportunity to invite your followers to re-engage with your brand on Heartbeat. - Show off a little
Share your favorite photos on your Heartbeat brand page to entice ambassadors to participate in your future campaigns. - Use all your tools
Share the campaign-specific promo code with all your members by posting on your brand page. Even if you didn’t approve an ambassador to post, he or she would still appreciate the promo code!
After Your Campaign
- Measure intent
Survey the campaign participants post-campaign. Ask them questions like, “Would you recommend this brand/product to a friend?” or “Would you buy this product again?” - Reward good work
Reward the top performing ambassadors with a gift card to your store/website! This will further increase the positive sentiment towards your brand, making the ambassadors more likely to recommend you to a friend. And who knows, they may even create an additional post with the products they purchased using their gift cards. - Keep it going
Send the campaign participants a post-campaign promo code to keep them coming back
GOAL Promotion: Local Event
Before Your Campaign
- Choose wisely
Create a segment of Ambassadors that are located within a reasonable distance of the event (25-50 miles). These people are the most likely to have followers located in the same area. - Plan accordingly
Make sure that posts are going live at least 1 week prior to the event, to ensure people can plan for it. - Generate a unique promo code for each Ambassador
Not only do promo codes provide customers with an incentive to purchase, but they can also track and optimize your marketing efforts over time. - Good examples
Provide example posts and describe the content you would like to see to promote the event. You can also provide promotional materials that they can repost.
During Your Campaign
- Use all your tools
Share the event on your brand page. Even if you didn’t approve of an ambassador to post, he or she would still use the promo code! - Reward good work
Reward the top performing ambassadors with a bonus payment or free tickets. This will further increase the positive sentiment towards your brand, making the ambassadors more likely to recommend you to a friend. And who knows, they may even create an additional post with the products they purchased using their gift cards.
After Your Campaign
- Ambassador analytics
Look at which ambassadors brought in the most redemptions. For your next campaign, focus on these top-performers, as well as look-alike ambassadors. - Easy inspiration
Use your favorite posts from this campaign as example posts for your next campaign.
GOAL Promotion: Show/Movie
Before Your Campaign
- Determine interest
Ask them questions like “Are you a fan of X show?” to discover ambassadors that are genuinely interested in the show. This will create authentic endorsements. - Measure intent
You can also use surveys to discover people that have not seen the show but are interested and convert these people into viewers. - Plan accordingly
Plan to run your campaign 3-4 weeks in advance of release in order to create buzz.
During Your Campaign
- Share your favorites
Repost ambassadors’ content on your own social media channels. This is a great opportunity to invite your followers to re-engage with your brand on Heartbeat. - Countdown
Share a countdown to the release or premiere on your Brand Page.
After Your Campaign
- Ambassador analytics
Look at which ambassadors brought in the most redemptions. For your next campaign, focus on these top-performers, as well as look-alike ambassadors.
GOAL Sign-Ups
Before Your Campaign
- Focus on follower count
Select ambassadors that have larger followings in order to ensure higher reach. - Generate a unique promo code for each Ambassador
Create an exclusive promo code that will only be sent to those who sign up and have your Ambassadors advertise this offer in their caption.
During Your Campaign
- Interact with posts
Likes and friendly comments boost both the ambassador’s and their followers’ sentiment toward your brand. - Share your favorites
Repost ambassadors’ content on your own social media channels. This is a great opportunity to invite your followers to re-engage with your brand on Heartbeat. - Show off a little
Share your favorite photos on your Heartbeat brand page to entice ambassadors to participate in your future campaigns. - Use all your tools
Share the campaign-specific promo code with all your members by posting on your brand page. Even if you didn’t approve of an ambassador to post, he or she would still use the promo code!
After Your Campaign
- Ambassador analytics
See which ambassador brought in the most bio-link clicks. Focus on these top-performers, as well as look-alike members, for your next campaign. - Keep it going
Send a Heartbeat-specific welcome email to the new customers that signed up and/or redeemed the promo code and invite them to join your brand page on Heartbeat.
