USING CURRENT TRENDS TO ENHANCE YOUR MARKETING

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You would need to be living in a box or in outer space not to be aware that a significant number of the world’s population are obsessed with chasing around after funny-named Japanese cartoon characters. Pokémon Go is a phenomenon! With little or no marketing, it’s currently surpassing the big players in the App market – Twitter and Snapchat included – with more active daily users. Some companies are using this to their advantage to increase business.

It works particularly well for bars, restaurants and cafés especially if they’re in the area of a Pokéstop (physical locations in the game where players collect essentials like Pokéballs). These can see a large increase in footfall. If the company has a member of staff playing the game, they can set lures to attract people to the area, especially at lunchtime. Offering discounts or special offers to players or applying to the game online to become a battle gym can also increase business.

I can hear you all now saying, ‘That’s all very well, but how does it affect my business and marketing?’ Er, Brexit? How many posts did you see mentioning that word?  Using current trending topics can significantly increase your ranking on search engines, drive traffic to your blog or website and gain more followers on social media. Remember, it’s not what interests you, it’s what your followers and potential clients are taking notice of.

It’s not only #Pikachu #Squirtel and the gang that can enhance your content. (See what I did there?) There are topics going viral daily and it pays to keep abreast of these trends. Tools such as Reddit, Buzzfeed, and DrumUp use sophisticated algorithms to provide you with daily stories specific to your keywords making it easy to create social media posts, web content and blogs that are engaging and ‘bang on trend’.

Large sporting events are another massive opportunity for you to cash in with valuable trending content. There were over 10 million tweets by Brits alone during Euro 2016. The opening ceremony of the Rio Olympics takes place on Friday, and that will be a similar story. There are numerous ways to make this work for your business.

Keywords and Hashtags. Using words on your website such as Olympic, Gold Medal, Rio 2016 will push you up the rankings, as well as making it fun and interesting to keep the reader engaged. Perhaps you could have a special offer every time your country wins a medal. Congratulate medal winners daily, write a short interview with a member of your staff who is a cyclist, runner, gymnast etc. Not only are you taking advantage of trending words, you are also giving potential clients an insight into your business.

Social Media Posts. These should be instant to achieve the best results. Incorporate the trending hashtag with some relevance to your niche, something like:

Congratulations #MoFarah #GoldMedal #Rio2016 Celebrate by claiming a 20% #discount today only @ukcontentwriter #writingservices #webcontent

Blogs. Writing a blog containing valuable, newsworthy content not only encourages engagement with followers, portraying you as a savvy marketer, but also combats the constant changes that search engines make to their criteria. Websites take time and money to update. Blogs are a cost-effective way of maintaining a strong online presence.

Whether it’s Pokémon Go, National Cupcake Day, Wimbledon or a celebrity marriage, you can make any newsworthy topic your friend. It would be interesting to know if any of our readers have used/will be using the upcoming Olympics in their marketing and, if so, your results to date.

Good luck and happy marketing!

© Donna Hepburn 2016

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