Viral marketing is a key strategy to bring in more potential customers. How to run a successful viral marketing campaign and the top tips can be hard to come by.
Table of Contents
- Three Steps to Find “Freebies” to Add to Your E-book
- Six Ideas For Viral Marketing
- Here are six ideas to help you start your viral marketing campaign
- B2B Marketers Do It, Too
- E-Books and Affiliate Programs
- “Folksonomies” – a New Viral Marketing Tool
- Four Good Reasons to Use Viral E-books
- Getting a “Buzz” On
- Houston Museum of Natural Science Went Viral
- Humor Turns E-Mail Viral
- Start Viral Marketing Campaigns Using E-books
- Using Forums in Viral Marketing
- The Many Facets of Viral Marketing
- The Subservient Chicken
- Using Chat Rooms in Viral Marketing
- Using E-Mail to Achieve Objectives
- Using File Sharing in Viral Marketing
- Using Videos in Viral Marketing
- Viral Marketing Goes Mobile
- What an E-book Can Do for You
- What Works & What Doesn’t in Viral Marketing
- Why and How E-mail Viral Marketing Works
- Viral Marketing 101 – Not Using It Could Kill Your Business!
- Your E-book is your Viral Salesman
Three Steps to Find “Freebies” to Add to Your E-book
Those of us who regularly shop online are familiar with the array of free gifts, free bonuses and plain freebies that are offered to a visitor to a website to encourage them to buy.
How could you collect, select and offer free gifts, which will be valued as much as the original merchandise that is being purchased, put these gifts together and add them to your E-book? There are just three steps to do that very thing. They are:
Identify your keywords in each chapter of your E-book
Now, type those words into your favorite search engine. You are looking for free E-books on the same subject in more depth, by a more excellent expert than you are, or by someone who gives a new and fresh angle to the topic. Add a link to the free E-book in each chapter of your E-book.
Research the Internet for related free gifts
Now you are looking for things that you could give as free gifts in your E-book that will make it more appealing and give it more pass-along appeal to your readers.
For example: If you are selling gardening supplies, find a planting guide on the web that can be downloaded and includes that as a gift in your E-book.
Download the freebies
Visit the freebies pages on those websites. Most sites have freebies and encourage you to distribute them.
Other keywords I searched for are freebies, free E-books, and free reports and then gave the keyword that I wanted the free stuff for. Like… “freebies for gardeners”.
Give your reader the best that you can offer. Give them your book, additional reading material and free gifts to boot. Everybody loves a bargain!
Six Ideas For Viral Marketing
- Purchase the branding rights to a viral E-book. Allow people to give away your free E-book to their visitors. Then, their visitors will also give it away. This will continue to spread your ad all over the Internet.
- If you can set up a forum or other bulletin board, you have a great tool. Allow people to use your online discussion board for their website. Some people don’t have one. Include your banner ad at the top of the board.
- Do you have a knack for web design? Create some templates, graphics, etc. and upload them to your site. Then, allow people to give away your free web design graphics, fonts, templates, etc. Include your ad on them or require people to link directly to your website. Make sure that you include a link back to your site in the copyright notice and require them to keep your copyright notice intact.
- Write an E-book. Allow people to place an advertisement in your free E-book if, in exchange, they give away the E-book to their web visitors or E-zine subscribers.
- Write articles that pertain to your product or service. Allow people to reprint your articles on their website, in their E-zine, newsletter, magazine or E-books. Include your resource box, and the option for article reprints at the bottom of each article.
- You can easily find products on the Internet that will sell you a license allowing you to distribute the product free of charge to other people. Look for those products that provide “branding rights”. That is where you can include your name, website, and contact information.
B2B Marketers Do It, Too
They use viral marketing by e-mail as a marketing tool… what did you think I meant? Viral marketing can work well for B2B providers, as long as the following is true:
- The product or service has to add value to the sender, as well as, the receiver.
- The offer has to be deliverable. You don’t want to offer a product that you can’t deliver if demand grows rapidly.
- The offer has to be easily transferable to others. E-mail and Web pages provide the best medium to facilitate this.
- The best viral marketing campaigns use existing networks to move the message along.
The basis of viral marketing has been around for a long time. The idea is that you invite your customers or referral sources to pass on something about your business to their network of colleagues and friends.
Those that pass on your information get something in return. Something might be a gift or service related to your business.
Using e-mail makes it incredibly easy to pass information on to a friend or colleague, especially if it involves something fun or free.
With millions using the Internet worldwide, the potential for exponential growth is tremendous. The great things about viral marketing are that it is free and works virtually by itself.
Once you make an offer and provide the facility for referrals, viral marketing spreads like… well… a virus…but the good kind.
To implement viral marketing at your business; first, start with your customer base. Incite existing customers to refer new ones. Second, go to your referral sources.
Service providers, your outside network and colleagues, can be encouraged to provide referrals that lead to business.
If your customers are stressed business owners, offer a reward that provides relaxation and leisure… like a weekend away.
E-Books and Affiliate Programs
Some E-books combine very well with an affiliate program. When the affiliate receives some extra benefit from promoting the viral message, like being able to brand your E-book with his affiliate links, the affiliate makes a sale when a reader buys through a branded link.
You benefit from increased traffic on your website because the affiliate is willing to promote the E-books for you.
Be certain that your message includes a clear call to action. There shouldn’t be any doubt whatsoever about what you intend recipients to do.
Make sure that the instructions are clear so that recipients know HOW to act. The action that you require should be evident and straightforward as well.
Don’t make things complicated or it will confuse the reader, such as by adding numerous links.
Remember the K.I.S.S. principle: Keep It Simple Stupid! The incentive should be apparent to those you want to take action. Readers will look at your offering for about seven seconds before they move on.
If it takes longer than that for them to figure out what it is you want them to do, they will move on. Don’t make your message vague or difficult to comprehend.
If you do, chances are you will lose them. You must respect your readers enough to express your message.
Once you are sure you have an E-book that will be of value to an affiliate program, approach them with your idea and be able to show that it will be mutually beneficial.
Viral Marketing using E-books is one of many techniques that all together have a cumulative effect in attracting customers and subscribers to your business and in attracting targeted visitors to your website. You will very soon find out that this is an excellent way of increasing sales, subscribers and referrals.
“Folksonomies” – a New Viral Marketing Tool
A new consumer phenomenon is called “tagging” or “folksonomies” (short for folks and taxonomy). Tagging is powerful because consumers are creating an organizational structure for online content.
Folksonomies not only enable people to file away content under tags but, even better, share it with others by filing it under a global taxonomy that they created.
Here’s how tagging works. Using sites such as del.icio.us – a bookmark sharing site – and Flickr – a photo sharing site – consumers are collaborating on categorizing online content under specific keywords, or tags.
For instance, an individual can post photographs of their iPod on Flickr and file it under the tag “iPod.”
These images are now not only visible under the individual user’s iPod tag but also under the community iPod tag that displays all images consumers are generating and filing under the keyword. Right now Flickr has more than 3,500 photos that are labeled “iPod.”
Tagging is catching on because it is a natural complement to search. Type the word “blogs” into Google, and it can’t tell if you are searching for information about how to launch a blog, how to read blogs, or just what.
Large and small sites alike are already getting on to the folksonomy train. They are rolling out tag-like structures to help users more easily locate content that’s relevant to them.
Although tags are far from perfect, marketers should, nevertheless, be using them to keep a finger on the pulse of the American public. Start subscribing to RSS feeds to monitor how consumers are tagging information related to your product, service, company or space.
These are living focus groups that are available for free, 24/7. Folksonomy sites can also be carefully used to unleash viral marketing campaigns – with a caveat. Marketers should be transparent about who they are, why they are posting the link/photos and avoid spamming the services.
Four Good Reasons to Use Viral E-books
It is a well known and widely accepted fact, that E-books….FREE E-books…are one of the best weapons in a viral marketing campaign arsenal. Here are four good reasons why this is true today and will continue to be true for the foreseeable future:
E-books are cheap to produce and don’t take long to set up
If you have articles that you have already written about the subject you are promoting, you can combine these articles into an E-book.
If, on the other hand, writing isn’t your forte, you can use re-brandable E-books that have been produced by others. Just use your favorite search engine and do a web search for “re-brandable E-books”.
You will get a lot of hits and have many to choose from. One way to distribute these E-books to visitors to your website is to give them as a free gift for subscribing to your newsletter.
If your E-book contains material that people will want to share with their friends and family, they will pass it along to them… they will pass it along to others…and you will make money.
E-books are capable of reaching a large audience
The only limiting factor is the enthusiasm or the participants. Therefore, it is entirely vital that your E-book contains something that people will want to share like timely information or humor.
Remember that people like to know something that the rest of the world needs to know. They will pass along something that makes them look like they are in-the-know.
E-books are a way to sell other products other than the one you initially targeted.
For example; if you are selling garden products, your customers could also be interesting in E-books about lawns, trees landscaping, etc.
E-books are effective in building your reputation.
It is an implied recommendation if you give a quality E-book and users willing to pass on to others.
Getting a “Buzz” On
Viral marketing has matured a bit over the years. There seems to have been a shift to the web not just being seen by agencies and brands as another tick box for an ad campaign, which is significant enough, but now being the medium where a campaign is launched to create a buzz before it hits TV and print.
Even before a movie is released which used to be seen as the pre-launch buzz-generation activity. Big business “gets it”.
Buzz works! It can work for small and start-up businesses, as well. The planning stage of a viral campaign will set out objectives and develop the viral theme for a buzz.
There are three core components to any viral campaign and businesses of any size can use them. They are:
The creative material
The viral agent that embodies the message you want to spread in a digital format (image, video, text, etc.). The trick is to put together material that people will be eager to share with their family and friends, and people are much more eager to share “advertainment” and advertisement.
Distributing and placing the agent online in places that provide the most excellent potential spread. Direct viral material downloads or links to specialist viral third-party websites to create awareness and spread before users get to the campaign destination site.
Measuring the spread of the campaign to provide accountability and prove a success. It is entirely vital that you know what is or is not working. The only way to get that information is to track the results of your seeding.
Lessons have been learned, trends have been developed, and there is definitely some science involved in creating a buzz successfully. The buzz technique is here to stay and, if used strategically, it can make a difference to the success of your e-business.
Houston Museum of Natural Science Went Viral
The Houston Museum of Natural Science (HMNS) was one chosen to showcase the world-famous Exhibition for the Lord of the Rings Trilogy.
HMNS quickly realized that while the exhibit was expected to generate a great deal of interest, it didn’t have a lot of appeal for their core audience. The success of the exhibition, therefore, would rest in how it was marketed.
The Houston Museum of Natural Science quickly called in Spur Digital to help reach the targeted demographic audience and generate interest in the Exhibit. HMNS was, also, hoping to acquire new patrons and members to further their future revenue.
Spur digital worked with HMNS to identify the target market for the campaign and developed an integrated online media plan to reach those audiences.
The campaign featured an online contest that was marketed through targeted online media outlets including relevant Web sites, Search Engines, and third-party E-mail lists.
Viral marketing was an essential component of the campaign, so Spur developed an innovative strategy to get people to refer their friends.
Spur identified the target audience as males 18 to 34 years old who were fans of action and fantasy films, frequent video game players and movie renters, tech-savvy who didn’t hang out at museums.
Based on this information, Spur chose search engine advertisements that would accompany specific search words, dedicated e-mail advertisements, sponsored e-mail advertisements, banner ads on websites targeted toward the desired audience, and e-mails to the HMNS list.
Did it work? You bet! The results were excellent. The impact of the viral marketing effort was astounding – over 23% of registrants came originated from the Tell-A-Friend feature.
The direct marketing efforts yielded impressive results as well. In total, the 12 weeks, the locally-targeted online campaign produced more than 2 million targeted impressions, 40,000 unique visits, almost 12,000 and 6,000 invitations sent by friends at a cost per action of less than $3.00. These contributed to the record attendance of nearly 100,000 over 3 months.
Humor Turns E-Mail Viral
A study by Sharpe Partners, an interactive marketing agency, revealed that 89% of adult Internet users in America share content with others via e-mail.
This is excellent news for those companies who use self-propelling word-of-mouse” e-mail techniques to sell their products.
The study generated some impressive results regarding the type of content that is most often forwarded, as well. The most popular content is humorous material.
The second most popular category is news, followed by healthcare and medical information, religious and spiritual material, games, business and personal finance information and sports/hobbies… in that order. So it is easy to see that humor is the best content for your viral e-mail campaign.
Cartoons, jokes and funny video clips are among the things that can be added to an e-mail to ensure that it will go viral. People will want to pass along something that makes them laugh.
They are a lot more likely to hit the forward button and send your email to their friends and relatives if it is an “advertainment” rather than an advertisement.
Not a long ago, about 35 million people got an e-mail containing a picture taken in Disneyland. It took a minute to see it, but Donald Duck was lying prone in front of the famous Cinderella Castle.
The title of the picture was “Bird Flu has hit Disneyland”. It was a viral e-mail advertising Disneyland and used the edgy strategy of making light of what’s serious… and it works.
I’d guess that most people who own a computer have seen that picture… and thus the advertisement for Disneyland.
The bird flu epidemic is newsworthy and has the potential to attract an enormous amount of attention to any brand that might, for whatever reason, associate itself with it.
Remember that people are much more likely to share a joke or a funny picture than anything else so you would be well advised to include humor in your e-mail campaign.
Start Viral Marketing Campaigns Using E-books
Viral Marketing sounds like something terrible but it is something perfect. It is, also, a powerful way to generate traffic to your website.
Think about how a virus spreads from one person to another. One person gets sick and just by sneezing they can give the virus to many more people… those people get sick and share their germs with everyone they know, and the next thing anybody knows is that there is an epidemic.
That is the very concept of viral marketing. The idea is to get everyone to spread your marketing message around because they want to.
Now let’s look at using an E-book to start your viral marketing campaign. First, you create an E-book… a perfect one that has links to your website, to your sales page and affiliate links to products and services that you recommend… and you give it to three people. In the book, you encourage those three people to give it to their friends and family.
Before you know it, the E-book is spreading across the Internet like wildfire. Digital information duplicates easily and quickly so before you know it, thousands of people could be reading your free E-book.
Make sure that you let people know that they have permission to forward the E-book around the Internet. When you create the E-book, you have the right to give people specific reasons.
One of those rights could be that you allow them to provide the book to other people. Make it clear that this book is free to give away.
You can write the E-book yourself, use private label content or you can hire a ghostwriter to prepare the content. There are a lot of ways to create an E-book. Once you have your E-book written, use software to create your E-book.
Using Forums in Viral Marketing
There are different types of forums, beyond the visible topical types of “marketing” or “special interest”, etc. “Marketing” and “special interest” are two types of what are commonly referred to as “open forums”.
There are, however, business and professional forums, which do not operate under the same rules and, more often than not, disallow any and all types of advertising or self-promotion.
Forums that have been created to support the membership of a particular program are mainly determined on this topic and often demand that all members refrain from all types of advertising on their sites.
A few keys to success in forum marketing
Still, even with all these hurdles, it is possible to advertise in forums successfully. In all cases, a pre-requisite for success is developing a good reputation and a good relationship and maintaining both.
So, while it is true that this is a form of free advertising, it does require a certain amount of investment as far as time and energy are concerned, not to mention subtly and finesse.
To successfully market on any forum, the first requirement is to take a personal interest in the main topic of the forum. That means visiting it on a regular basis and developing a good relationship with the members and the moderators.
It also means taking an active roll in the conversations and being willing to help others. Of course, it goes without saying that it means abiding by any and all rules that exist.
In this way, one can develop a reputation, and business will naturally grow because humans tend to work with people they trust.
Primary purpose of viral marketing
Since the primary purpose of a forum is the exchange of information and ideas, marketers must respect that objective and abide by it.
Marketing forums, where everyone there has something to advertise and sell, usually have even more stringent rules.
In order to be effective, this kind of marketing carries a certain degree of commitment, responsibility, and respect. The first requirement is to take a personal interest in the main topic of the forum.
Not only means that visiting it regularly, but it also means developing a good relationship with both other members and the moderators as well, as taking an active interest in helping others.
Of course, it also means abiding by and all rules that exist. By doing this, one can develop a reputation and, since it is human nature to work with a trusted colleague, business will naturally develop from this.
Respect and not abuse
This type of marketing has already suffered some abuse and because of this, many forums have recently developed stringent rules designed to protect their members from abusive or overly-aggressive marketing tactics.
One forum grants signature files only after a member have created one hundred valid posts and another has disallowed ads in signature files altogether.
Marketers must respect that the purpose of a forum is to be a platform to exchange ideas on a given topic. It is not there to advertise products and services.
By focusing on the topic and posting questions and answers, a marketer’s reputation will grow and this creates the potential for sales naturally.
Join relevant forums that are in some way related to the promotion’s primary sales market
For example, someone involved with a health-related product, many types of forums could apply….everything from holistic medicine to stay-at-home moms.
Choose popular forums
There is no point in wasting your time and energy on forums that few members and few posts. Page ranking and the number of active members are two good ways to check for this.
Choose forums that allow sig tags
If it’s possible to read the rules before joining and pay attention to them. Your time is valuable, too. It is better to find out that a forum doesn’t allow posts with sig tags before you go to the time and trouble of joining.
After You Have Joined: OK…you have chosen two or three forums that meet your requirements…now what?
Keep your sig tag short and update it regularly
The ideal thing is to limit yourself to one link, preferably to your main website.
Never create posts that are nothing more than an advertisement
This all but a universal rule and only displays the marketers lack experience if he does so. At best this kind of post will be deleted by the monitors….at worst; it is grounds for being banned.
Work the room
Be an active member of the forum. Plan to spend at least an hour each day there and take the time to get to know the users. Take the time to introduce yourself to intelligent questions depending upon the forum’s topic.
As a marketer becomes a regular member, they will hopefully develop a good reputation, and without saying a word about their promotion, those who are interested in their product will approach them.
The Many Facets of Viral Marketing
In the beginning, e-mail was the one way that viral marketing was started. Since that long ago day, viral marketing has gone from a marketing strategy to an art form, and there are many ways to accomplish the objective of creating a successful viral marketing campaign. Seven of those ways are:
It was first, but it is still around and still used. It is, however, getting a little harder to use as more and more government restrictions are placed on it. Still… it does work.
This is an extension of e-mail but its very effective tool. If you include enough timely and valuable information, an excellent newsletter can drive up the number of visits to your website.
Providing the tools on your website to enable bloggers to interact with one another is a terrific way to get the message about your product or service out there and being talked about. Bloggers have their ears to the ground for new products and services.
A chat room on your website can and does encourage interaction with your customers, and that can’t be a bad thing. Also, you can use the chat room to schedule special events like having an expert available to answer questions on a given day at a given time.
If you add this to a statement saying that e-mail addresses supplied will never be shared with third parties, you can increase your potential customer list significantly.
Including cool video clips on your website will keep the interest up and increase traffic.
Although they are a little costly to start, they are an extremely effective tool to get your viral marketing campaign going. Once they are launched, they require nothing more from you.
The Subservient Chicken
Created for Miami Advertising Agency Crispin Porter and Bogusky by The Barbarian Group, the Subservient Chicken is a viral marketing promotion of Burger King’s line of chicken sandwiches.
The campaign is based on a website that features a person in a chicken costume. The actor performs a wide range of actions based on a user’s input, showing pre-recorded footage and appearing like an interactive webcam. The advertising slogan “Get chicken just the way you like it”.
There are more than a hundred commands the chicken will respond to, including:
- Michael Jackson dance moves such as the moonwalk
- River dance
- The elephant
- Lay an egg
- Walk like an Egyptian
- Taco Bell
When he told to do anything the Subservient Chicken thinks is offensive, like performing sex acts or take off his mask, the chicken walks up to the camera and shakes a scolding chicken finger in disappointment.
If he said to eat food from rival fast food places like McDonald’s, he approaches the camera and places his finger down his throat, but when he said to eat Burger King, he has a more positive response.
The chicken responds to the command “smoke crack” by smoking, but when he said to “smoke a bong” he waggles his finger scoldingly.
Burger King’s Chicken Fights campaign was recently introduced. The two cockfighting chicken characters are modeled off this chicken.
There seems to be no end to the variations on the theme from Burger King.
There has also been a lot of criticism leveled at the chain about the Subservient Chicken, but for now, it looks like
Burger King is crying all the way to the bank. A successful viral campaign isn’t always in good taste… maybe that’s what makes them so tasty.
Using Chat Rooms in Viral Marketing
Spamming chat rooms or instant messaging systems with similar marketing messages is indeed not a very good idea. But if they are used in the right way, these channels can be great to communicate with the market – especially to establish a dialogue with customers.
Have you ever been to a chat room and posted a message? If you have, then you may learn some free web-advertising secrets on how to market your products and services in the chat rooms.
Chat rooms are usually divided into categories. You will need to find the right chat room where your targeted audience would gather. If there isn’t one, then you may need to create one.
It will be of no use to create one that is apparently for the sole purposes of selling your product or services. Instead, it needs to attract people who would be interested in your product or services.
For example, if you are selling garden products, your chat room should be on the subject of gardening and not the brand name of the products you sell.
Another way to use a chat room to promote your business is to include a chat room on your website. Host a free online seminar in your chat room about a subject of your expertise.
Use your chat room to meet with your current customers and answer any questions or address any problems they may have. Regularly, schedule free events in your chat room and be sure that your customers are aware of the events.
For example, you might have an expert in the field available to answer questions on a particular day and between certain hours.
You might, also, host other people’s chat rooms as an expert yourself. You, of course, could charge for this but it might be wise to do it free to gain publicity.
Using E-Mail to Achieve Objectives
Viral marketing is an integral part of a campaign strategy that is used to achieve objectives. It is not the objective itself.
If the main objective of an e-mail campaign is branding, to gain greater branding success exposure, you craft your message or offer in a way that it encourages pass-along.
Producing a message with a quality offer or an incentive for pass-along is what viral marketing is all about.
Just suggesting that if you forward your messages to their friends and relatives is not viral marketing. A message at the bottom of your e-mail that reads “Feel free to forward this message to a friend” is nowhere close to viral marketing is better.
On the other hand, if something worthy of sharing, such as a valuable discount, vital information, additional entries into sweepstakes, an added discount or premium services, a joke/cartoon, or a hilarious video, is included in the e-mail, viral marketing happens naturally and quite successfully.
The bottom line is that your message must be perceived as having value. Relevant or timely information, research, or studies are all excellent examples of content that might be viewed as potential sharing material.
Interactive content like a quiz or text can inspire forwarding, especially if it is fun. Personality tests, fitness quizzes, or compatibility questionnaires are all things that have been passed on by many people many times. Why? Because they are entertaining and entertainment has value.
Multimedia experience is always going to achieve some pass-along. Someone is still touting the benefits.
It is a bit more of a time, and money investment but the messages have a great appeal, and rich media has the advantage of being new. The tech factor alone is often enough for the word to be perceived as valuable.
Using File Sharing in Viral Marketing
There are probably ten million people online, looking for downloads at any given time. Of course, a lot of them could be looking for pornography or free software but still, reaching a minimum of a million people on any given day does offer some rather intriguing possibilities.
People like using file services to download music for two simple reasons, they’re free, and there is an incredible selection. The fact is Pandora’s Box has been opened.
In Napster’s wake, other quasi-legal services quickly emerged… a lot of them. Even if they are closed, others will succeed them.
Major recording companies would like to think, but they are never going to stop file sharing. Net users are file sharers…plain and simple.
Long before the Internet came into being, people made cassette tapes of their favorite music for their friends…cd burners are so much easier and faster.
So how can you use this to help your viral marketing campaign along? Think about this. Once someone downloads your MP3 files and those files are available on that listener’s hard drive, viral marketing begins.
After two users start sharing your files, suddenly, your music is on the hard drive of a second computer…then a third… and on and on.
When users are searching, and they find your music on a lot of different networks, they are more likely to download the files. It’s a matter of time before you’ll see your files showing up in more and more places.
No matter what genre music you play…Rock and Roll, Country, Tejano, Mozart sonatas, Heavy Metal, of Brazilian Jazz, there is an audience for it somewhere.
In this new paradigm, you aren’t hawking a product; you are offering free music via a medium that lets you be directly connected with your audience.
Using Videos in Viral Marketing
More and more advertisers are adopting video as broadband continues to rise and ad-serving technologies become more sophisticated. Online video advertising is really taking off.
Users’ attention can be captured and ads stand out from the crowd in an increasingly ad-cluttered online environment.
It is true that video formats cost five to ten times more to serve than standard banners and they involve a lot more production and implementation work but they may well be worth all of that if they achieve greater response rates.
Where to use online video if wishing to maximize its effect, is what advertisers must carefully consider. Video to be used on the Internet should be information and communication focused while video to be used on television should be focused on entertainment.
Like everything else, there are good ways and bad ways to use video advertising. Right now most marketers are incorporating their audio-visual content into existing embedded ad formats like banners or over-content formats like pop-ups.
Though this could reach a potentially large audience, viewers are likely to be less captivated and more annoyed by these disruptive and distracting placements.
Cached or streaming video on a specific destination site offers the best chance of interesting consumers in brand messages, but it is not likely to reach a large audience unless it generates a viral outcome.
Whatever you come up with, don’t forget to make it easy to open and distribute. File size is important, as is the media format. If your viral video has been created for a particular type of software that not many people use, how will you get people to spread it like wildfire?
Also, if you’ve made a video the impact will be better if you send the clip as an attachment rather than stream it. It’s cheaper and, if you’re not hosting it, it’s more viral, too.
Viral Marketing Goes Mobile
Mobile devices, mobile phones and PDA’s are one of the last great frontiers of viral advertisement opportunities.
However, we become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are good at filtering.
The very idea of unwanted advertising streaming through our Blackberries is abhorrent. Mobile devices are the ultimate opt-in medium and, therefore, an excellent way for marketers to connect with users…if that’s what the users want. “WANT” is the key word here. How should marketers approach the medium?
There are three main ways to achieve this. They are:
1. Offer Exclusive Content
Anyone can offer ringtones. It’s the unique content, such as private mobile images of new brand concepts, which drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it offers exclusive content for wireless devices.
2. Make It Useful And Timely
Think about what would be handy and helpful to have on a mobile device. Last year, for example, Food Network enabled Sprint customers to download shopping lists for their Thanksgiving dinners. There was a lot of “Sprint-envy” going around among non-sprint customers.
3. Clearly Define Objectives
Usually, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message often takes priority over almost any other form of communication.
Why? Because we haven’t yet been saturated with mobile spam, and this is what causes us to prioritize wireless messaging over voice.
Mobile marketing has been out there for a while, but we marketers have new territory to explore. Video offers fantastic opportunities for engagement.
Consumers already bypass their filters for highly useful or entertaining content and will do so for rich, exclusive, compelling content.
What an E-book Can Do for You
An E-book that includes your marketing message and a link to your website is a proven technique in viral marketing.
This method uses the multiplication effect to “explode” the distribution of your message by willing participants.
This is the fundamental principle that was used by Hotmail to get established. When the two founders set up their free email system, all the messages that were sent by subscribers had a text message at the bottom which identified Hotmail as the origin. People who sent emails to their friends advertised the free email site.
Using viral E-books as a marketing method is cheap. It doesn’t take long to set up, and it’s even quicker if you use re-brandable E-books that have been written by others. Use your favorite search engine and do a web search.
You will find many re-brandable E-books that are available on whatever subject you are interested in, and that applies to your e-business. One method of distributing the E-book is to offer it to visitors in exchange for subscribing to your newsletter. If they share it on to their friends and family, it will promote your business for you.
E-books are capable of reaching a large audience and are limited only by the enthusiasm of the participants.
E-books are reasonably easy to create. It’s possible to produce your E-books by combining articles that you have written or have gotten from public domain sources, such as directories.
A common approach is to use material that has Private Label Rights, including articles and reports that have been written specifically for that purpose, for that niche.
Using a portion of a larger work that you have prepared such as the first three chapters of a great E-book could also be used as a viral E-book.
What Works & What Doesn’t in Viral Marketing
Stop with the enforced e-mail forwards already! Trying to force or bribe people to forward your info to a friend or family to be rewarded or win looks skanky in today’s ultra-permission-based world.
Especially when you tell visitors nothing about their friend’s or family’s privacy in the space directly next to the e-mail form.
A true viral campaign gets forwarded because consumers are compelled to do so by the glory of the content, not because you bribed them with points or something else.
What absolutely will not work?
Suggesting that e-mail recipients forward your message to their friends and family will not work. Adding a line at the bottom of your e-mail that reads “Please feel free to forward this message to a friend” is more likely to get it deleted than forwarded.
What absolutely will work?
Offering something worthy of sharing a valuable discount, vital information or providing an incentive for sharing like additional entries into sweepstakes or an added discount or premium service will work.
Relevant or timely information, research, or studies that are included in your e-mail might encourage the recipients to share with their family and friends. Interactive content like a quiz or test, especially if it’s fun, will inspire forwarding.
Jokes and cartoons are almost always forwarded to everybody the recipient knows. Why? Because they are entertaining and entertainment is meant to be shared.
Cool multimedia experience is always going to achieve a lot of pass-along. Rich media is new, and the novelty and tech factors alone are often enough to make the e-mail recipient eager to share it.
Oops! Almost forgot one essential thing….You can craft a brilliant e-mail following all the rules, but if a consumer visits your site and has an experience less than what was promised, you are going to achieve viral marketing, alright…the bad kind. So be sure that your product or services is ready and is as advertised.
Why and How E-mail Viral Marketing Works
What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands and then to millions.
Public health nurses offer sage advice at flu season: stay away from people who cough, wash your hands often, and don’t touch your eyes, nose, or mouth.
Viruses only spread when they’re easy to transmit. Viral e-mail marketing works great on the Internet because instant communication has become so easy and inexpensive.
Digital format makes copying simple. From a marketing standpoint, you must simplify your marketing message so it can be transmitted quickly and without degradation.
Short is better. Remember the K.I.S.S. standard….Keep it Simple Stupid. The shorter and more accessible to remember is always better than long and complicated.
Clever viral marketing plans take advantage of standard human motivations. The desire to be cool and greed drives people. So does the hunger to be famous, loved, and understood.
The resulting urge to communicate produces millions of websites and billions of e-mail messages.
Most people are social. Nerdy, basement-dwelling computer science grad students are the exception. Social scientists tell us that each person has a network of 8 to 12 people in their close network of friends, family, and associates.
People on the Internet develop systems of relationships, too. They collect e-mail addresses and favorite website URLs. Affiliate programs exploit such networks, as do permission e-mail lists.
Learn to place your message into existing communications between people, and you rapidly multiply its dispersion.
If you can design a marketing strategy that builds on common motivations and behaviors for its transmission, you have a winner.
Viral Marketing 101 – Not Using It Could Kill Your Business!
This is one virtue a site must possess to lead the race in the ruthless competition in the Internet-based business. With so many competition and rivalry going on, every method of marketing must be employed and utilized.
It doesn’t matter if you have a killer product or a fantastically designed website if people don’t know that you exist, it doesn’t matter, and you are not going to make it big. Worse of all, your business could just get killed.
While there are so many methods and schemes used by so many e-commerce sites today, there are still some of those that can help you with an extra boost in the popularity ratings. One of these is the so-called Viral Marketing.
While the term Viral easily depicts a virus, a word very much dreaded by all computer owners, it is not what it seems.
You do not use a computer virus to spread your business; on the contrary, it just might kill you. Everyone has had enough of all those pop-up ads and spyware.
Viral Marketing Overview
Viral Marketing is also known as Viral Advertising. It is a marketing technique used to build public awareness of one’s product or company.
They use many forms of media to reach out to the public without actually promoting the product by riding on in other types of addictive means that could get a person hooked and be obliged or amused to pass it on, with the product or company advertisement along with it.
In a nutshell, companies ride on the idea that if people like the content of a media they will pass it on to their friends and family.
They sponsor the specific media, such as a cool flash game, funny video, amusing story and such, which one may pass on to another with the company brand or logo or the products description or any other content to help promote the company or its product.
Viral marketing has become a popular means of advertising and marketing because they are relatively low cost. To avoid being tagged as spam mail, viral marketing counts on the eagerness of one person to pass on the product.
If a person sees the name of the person they know as the sender, they won’t block it and open it as well.
Many companies offer incentives such as discounts and rebates when they help in spreading their viral marketing. They rely on the number of recipients viral marketing gets from one person in determining the amount or number of incentive they can be attributed to.
Using Viral Marketing To Your Advantage
The main and foremost advantage of viral marketing is that you get a lot of publicity and public awareness about your site and your company. You get to generate a flow of traffic that are potential customers.
With a little ingenuity and imagination, plus some incentives or prizes, you can reach out to a high number of people and announce your existence.
Most every site and companies are catching on to the effectivity of Viral Marketing and Advertising. Not using it could kill your business.
Along with other schemes and methods in promoting your sites, like Search Engine Optimization and such, viral marketing could easily push you ahead in the rating games.
Viral Marketing could be a sneaky way to get people to know about you and your company. You get them to pass your advertisement along. They are also very low cost that not investing in it could be downright a business suicide.
All it takes is a great idea, a good addicting game, a funny story many ideas are still out there. Create a gossip or a buzz, and many movies are promoted by using scandals and gossips to make them more popular. Remember the movie “The Blair Witch Project”?
Many big companies have tried viral marketing and have had many success stories with it. A classic example is Microsoftís Hotmail.
They were the first known big company to utilize the scheme, and it has worked wonders for them.
Now, it’s your turn to use viral marketing to work wonders for you. Act now and reap the benefits Viral Marketing will provide for you and your sales figures.
Your E-book is your Viral Salesman
E-books are the future, and the future is now. The printed word on paper and bound into books used to be the only way information was given and received.
They were great, you could take them with you and put them on shelves, and they do still exist and will continue to for the foreseeable future but the time of the E-book has arrived.
The marketing E-book is a slightly different animal from just an E-book. Marketing E-books contain text, images, links to web pages and navigation controls. The marketing E-book has become an essential part of marketing on the Internet.
With a marketing E-book, you can effectively present your story and include links to your web sales pages. Your E-book can become your best salesman.
First, your E-book needs to be exciting and informative. It always has links back to your website and your sales page.
Next, be sure that you have a prominent section telling the readers that they are free to give your E-book away. Let them know that they can post it on their site as a free download, that they can use it as a bonus, and that they can bundle it with other products.
This is the way to create viral marketing for your products or services. Remember those links back to your site contained in the E-book?
Last but certainly not least before you send your E-book out to the world, double check spelling and grammar and be sure that you have tested every link to verify that it goes where it is supposed to go. Obvious errors will reflect poorly on you and will not be of much value to you; it could even be damaging.
Post your E-book to some of the E-book directories. Many let you post it for free, or will let you post a link on their site to your E-book.