Creative Commons License photo credit: Unhindered by Talent
You will see the words viral marketing or someone will say, “The video went viral.” and you wonder what the hell is viral marketing. Viral marketing is an Internet phenomenon because the ease at which information can be passed from one person to another. Should you know what it is and importantly how do you use it in your marketing campaign.
What is Viral Marketing? Viral marketing is the Internet equivalent of Word of Mouth marketing. Wikipedia calls it; “The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness…” If you do a Google search on the words you will get over six million pages. Everyone says you need viral marketing but do you know what it is? I think if you ask 10 different people you will get 10 different answers. It is passive marketing. One you start and encourage the spread of your message in the form of an email or video but the spread of the message is totally at the whim of the reader or viewer of the marketing message. The better connected or plugged in you are the more likely your message will be passed on. Your reputation as an expert will help greatly. You have to give the viewer a reason to pass it on. May be there is a financial incentive or the information quality of it. But it will not be passed on if it does not catch the attention of the reader.
How can you use it? Since it is passive, you want to use all convention and non-convention forms. You may be thinking about a press release or videos submitted to a social media site and then get your connected friends to view it and pass it on. But viral marketing can be your email signature. The signature at the bottom of your email should contain a link to your opportunity. As you send it to someone, they may forward it to someone else. How effective it is up to how good the copy is. An author’s resource box on an article that is posted is another example of viral marketing. People read the article and forward to someone else or write about it in their blog. The more connected your message is the better chance of it becoming viral. After you post your article you make a video that summarizes the video and offers information that people are looking for. Good content and useful information are very helpful. It all comes back to the basics, which is good copywriting. Work on your copywriting skills to increase the attention getting quality of your message and the reader will do the rest.
What do you need? Since Viral marketing is a strategy with the goal of causing the reader or viewer of your message to want to spread by sending it to their network (friends, family, etc..) you need to have outlets for your message. You need to join social media sites and be an active participant in them. You are not going to be able to sign-up and post a marketing message the next day an expect it to become viral on a wish and a prayer. You need to develop relationships and trust that people who connect with you can forward information from you to their trust network and not have it burn them. As a person passes the email or video along to their network they are giving it an endorsement of it. They do not want to be embarrassed or made to look like a fool. In addition to online networks, you may develop large email lists of customers who already like your products and will likely pass it on to their network.
Viral marketing is a great concept but it is largely out of your hands. It, like all things on the Social Media front, requires you to demonstrate your leadership in the chosen field. You must make connections and build relationships with others on the Internet so they can trust you and what message you have to send. Look to connect your message in many forms so that it appears in many different sites. This will help build trust and help your viral marketing machine.
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