Keeping Marketing Classy While Utilizing Trending Keywords

Coronavirus. Black Lives Matter. Home workouts. Climate change. Back to school. Murder hornets… Trending keywords abound in 2020.

Utilizing a mixture of evergreen and trending keywords in your marketing is critical to reaching prospective clients and patients. But using current events in marketing needs to be done tastefully to avoid alienating customers or damaging a brand name. Here are three modern etiquette tips for using trending keywords and hashtags in marketing.

Tip #1 — Keep It Relevant

If you use a trending keyword in your latest blog or slap a few popular hashtags on your social posts, you need to make sure those topics connect back to your business in some way. Clients and patients look to your content and social marketing for information on your area of expertise. News can be found anywhere. How that news relates to your exact audience should be the focus.

Tip #2 — Be Sincere

Your motivations behind using trending keywords and hashtags will be readily apparent in the way you write your content. Only use trending topics if you feel a genuine call to do so. If you’re unsure of how you’re coming across, ask yourself “will my patients truly benefit from this information?” All marketing content should be consumer-focused first and foremost, and that includes when utilizing trending keywords.

Tip #3 — Follow Through

You’ve connected a trending topic to your business and posted your sincere thoughts on the subject. Now comes the follow-through. Consumers notice when promises go unfulfilled or companies don’t stick to their statements, and losing customer trust is damaging to any brand. If you say you’re going to do something, do it. Otherwise, it’s best not to post on that topic in the first place.

Keywords and hashtags come and go. The best marketing utilizes evergreen and trending strategies to ensure content reaches consumers while also filling important gaps in their knowledge. Just remember to keep it classy.