Boost your business with topical marketing

Marketing and brand

18 July 2016

One of the best – and easiest – ways to promote your company is to tap into trending topics. Topical, tactical marketing not only grabs the attention of people who might never have heard of you, it also shows your business is on the ball.

It could be something as simple as advertising your shop's hats during the run-up to Royal Ascot, or tying one of your tweets into the latest happenings on Game of Thrones.

So how do you get started? Here’s our quick guide to topical marketing.

How to do it

Social media is the best channel for trend marketing, although a well-placed blog post can also help your business become part of the buzz. Start by creating an editorial calendar featuring events that are relevant to your company. This may include celebrations like Mother's Day, Easter and New Year, and big events such as the Chelsea Flower Show and Wimbledon. Try to think of a few clever links with your products or services that will grab the attention of people searching for information about these events. It’s also helpful to keep up to date with the news. Take five minutes each morning to read the top stories in your region to see if there are any marketing opportunities.

What to include

Bank holidays and religious celebrations should be included in your calendar. You should also add any events that are relevant to your industry (such as the Retail Industry Awards or the Observer Food Monthly Awards). You might also want to mention the new season or final episode of popular TV shows, or talk about much anticipated movies. Politics can be a bit of a hairy subject, so it's best to avoid contentious topics such as the US elections and the Brexit vote unless you can tackle them in an impartial way.

Some dates for your diary

So what are your marketing tactics for tapping into trending topics? Or what are some of the best examples you’ve seen this year? Share your thoughts in the comments below.