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May 12, 2010

5 Internet Marketing Ways to Use Twitter Trends and Build Your Brand

Whether you’re a national name or local start-up, it’s important to keep your brand on the tips of consumer’s tongues—or at least on the tip of their cursor. Reinforcing your name and your product is relevant in every stage of the business cycle, and a cornerstone of smart internet marketing. After all, brand recognition drives web sales. If your business offers e-commerce, know that smart internet marketing is a way drive revenue quickly and cost-effectively. Twitter trends are an overwhelming flux of seemingly irrelevant buzzwords.

Here’s a smattering of today’s top Twitter trends:

#breakuplastwords, #ihatequotes, #nowplaying, #OMGIKnowRight, #Justin Beiber.

It may be hard to believe these words are worth repeating, but this chatter could mean traffic for your website and business. How do you run with the word-flow without getting lost in a deluge of diatribe?

Five pointers for smart internet marketing with Twitter trends:

1. Ride The Right Trends – Not every high-flying topic is going to be brand-supportive, so choose trends wisely. Know what your bottom line is, and make sure your chosen keyword won’t detract from your brand equity.

2. Timing Is Everything – Just as today is a chance to introduce your business through exciting, new trend associations, yesterday’s buzz is just that—in the past. It’s best to stick to the day’s trends to attract as many eyes as possible.

3. Be Creative – Engage the banter around trending topics through clever promotional copy. If you own a cleaning company and wanted to catch today’s #nowplaying trend, think about unique plugs and points of reference for your brand. A client’s home entertainment center, perhaps. You could run with this: ” #nowplaying in your living room: Clean, Calm, Collected.” Just remember to link to your service.

4. Pace Yourself – Piggy-back on Twitter trends strategically. Don’t abandon straight-forward promotional tweets as part of your marketing mix just yet. You should still routinely communicate who you are and what you offer to your core market in plain Twenglish. Use trending creatively to boost short-term sales through web-exclusive incentives, or to remind consumers of recently-launched products.

5. Invent The Wheel (Or Word) If You Must – Don’t see enough opportunities to creatively spread the word? Take initiate to get new keywords trending by tagging a concept, category, or catchphrase. Who knows? Maybe you’ll start tomorrow’s top trend—and drive brand awareness through smart internet marketing while you’re at it. Don’t miss an opportunity to promote your brand and your product with personality. Don’t be afraid of using humor (carefully!) when there’s an opportunity to shine. Twitter’s snappy stream of top trends is a high-low stream of abridged messages—the perfect platform to stand out with short, sweet and smart internet marketing. Spread your message by turning your Tweets into a conversation. Make your 140 characters worth a thousand words by knowing which trends work for you, seizing its moment, starting a conversation—and most importantly, using it when it’ll help you most.

Mark Etinger – Ajax Union is an smart internet marketing and business development company. you can view our internet marketing and business development blog at