According to Internet Marketing discussions, any type of content that encourages people to pass on the message is referred as ‘Viral’ and the strategy behind it is called as ‘viral marketing’. In simple words its just about creating a buzz that becomes viral! Everyone wants to see it, and when they do, they all want to share it.
Where is the virus, is it contagious?
People always wonder why the word ‘viral’ is used, how a marketing strategy can relate to virus! Well, in off web terms such marketing is referred to as ‘word of mouth’ or ‘network marketing’ but on the internet they call it ‘viral marketing’ because it matches perfectly with the lifestyle of a virus!
Virus lives secretly till it becomes numerous enough to overcome the host. He rides the host and uses its resources to grow his community. He keeps on replicating himself exponentially with geometrically increasing power that doubles with each loop. Thus a virus strength and population can explode in very short time. Like viruses, viral marketing strategies assume delayed gratification. They use benefit of rapid multiplication to toot their message to thousands of readers through people forwarding emails with links to friends or encouraging them to visit specific websites or watch the interesting videos.
Hereby I have collected few important elements to be considered while unleashing a viral marketing campaign. Needless to say that, more of the following elements are covered, better the results are likely to be.
1. Giving away products or services
“Cheap” or “inexpensive” is likely to generate a wave of interest but “free” being the most powerful word in a marketer’s dictionary, will surely do it fairly quick. One can give away anything like free piece of software, ebook, cool smilies and so on to attract attention. ‘Free’ attracts people who then look for other desirables that you are selling and bingo, you got a sell! It also helps you in list building and generating advertisement revenue as well.
Furthermore you can give your visitors an incentive. Ask them to spread your script, ebook etc. Instead, give them a bonus for recommending you. The way to make an ebook go viral is to make it brandabele. It means that you allow others to add their details, or the affiliate links to your ebook. Put it in a pdf format so that everyone may use it, because Adobe works on every computer. To proliferate it even more you may consider using Joint Venture partners to launch your eBook. If you can send it to a network of JV partners with huge email lists, that’s it; all your marketing will be complete.
One free ebook called “Search Engine Tactics” by Mark Joyner, has been downloaded over one million times! And of course more people like me talking about it are helping nothing but to spread the virus even more!
2. Making people feel something
The second most beneficial element would be to create a very strong emotion. You need to have a perspective, to express an idea with commitment and dedication. You should be able to exploit common human motivations and behaviors of people. Fill them with love or hate, please them or make angry, sometimes be an idiot or a genius, sometimes compassionate or egoistic.
Forget neutral, viral marketing is all about emotions.
3. Doing something unexpected
This one is very obvious and well suits to video marketing through youtube and others. What type of videos you would like to watch until you see the name of sponsor? has to be hilarious or unexpected. If you want viewers to notice you campaign, you must be doing something surprising, something that is not expected. Forget about trying to promote your services as just being expert because everybody does the same! Don’t expect a win just because your campaign looks cool, as already many others have “been there, done that”.
4. Using existing communication networks
Except few basement-dwelling computer geeks most people are social. A person may have close networks of 8-12 people as well as the weaker networked relationships with hundreds, if not thousands.
What popularized “Follow me on twitter” buttons in recent days? People’s desire to be popular, loved, and understood in their network. On internet people develop relationships with social networking sites like Facebook and Twitter, blogging, social bookmarking and videos. All of these are highly viral because they are interactive. Learn to place your message into their existing communications, and you rapidly multiply its distribution.
5. Allowing effortless transfers and never to restrict access
Sharing is what viral marketing is all about. In flu season, we are advised to stay away from people who cough and asked to wash hands often, not to touch eyes, nose, or mouth because virus can only spread when its easy to transmit! In the same way everything that makes the sharing easier, improves your viral marketing campaign.
Allow people to,
- Download the content, in a usable format (videos in MPG, pictures in JPG etc.)
- Embed the content on their sites
- Send it to friends (use Tell a Friend Scripts etc.)
- Publish it on various social networks – Digg, YouTube etc.
- Add it to social bookmarking sites
Viral marketing is about spreading like virus, never about exclusivity so don’t want them to,
- Register or become members
- Download special software
- Enter “unlock” code
- Do something in order to get the right link
Viral marketing allows you to enter the market sections you may not reach otherwise but its main benefit is that it automates itself once your campaign spreads and then can keep on bringing targeted traffic to your site for any length of time. You may not profit today, or tomorrow, but if you can generate a buzz of interest from something, then you will profit soon and for the rest of your life! Moreover, instant communication being so easy and inexpensive on internet, a well designed viral marketing campaign creates a win-win situation.
Use all the fundamental principles of viral marketing outlined above and Start turning your web site visitors into part of your online sales force!
April 25th, 2010 at 5:38 pm
nice carton…
July 13th, 2010 at 6:58 pm
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