Viral Marketing Magic
Date: Wednesday 11:42 pm
Nancy Richardson
It may sound ominous, but viral marketing
is one of the best
things that can happen to your business. This is one virus
that you actually want to spread. It doesn't spread germs
or create havoc. Viral marketing can expand your market
and increase your profits beyond your wildest expectations.
So, what is viral marketing, how does it happen, and where
do you start?
At the heart of viral marketing is a message
from your
business to the market you want to reach. That message
could be about a new product, a special promotion, an
interesting development in your industry, or even the
launch of a new business.
Viral marketing is not something you do.
Viral marketing
happens as your message spreads. It isn't that simple,
though. People have to want to spread it. Your message
needs to be in a form that makes it easy, preferably
effortless, to pass it along. Just like a virus.
An intriguing story can be the catalyst
to spread your
message. That doesn't mean that the information itself
has to be front page news. As the saying goes, it's all
in the presentation. If the story itself doesn't generate
enough interest, there's always a story behind the story.
Here's an example:
Maybe you don't believe that your products
or services
make headline-grabbing news. Try a different approach.
Think about why you started your business instead.
You might have discovered a true need for what your
business offers under circumstances that were unusual.
Maybe the genesis for your business venture was inspiring.
If so, that story may be educational, or entertaining.
Relate your experiences in a way that involves the reader.
That can help ensure that your story will generate enough
interest to encourage others to spread your message.
Another strategy is to play to the concept
of viral
marketing, which is to pass it along. When creating
your message, emphasize the importance of other people
receiving this message. Who will it benefit? Whose life
might be improved?
With viral marketing, your objective should
be to elicit a
response that prompts your message to be passed along.
People like to be helpful. They also like to be the first
with an interesting piece of news or some useful insight.
If the recipient thinks that your message
can also be
of value to others, they will want to spread the word.
You can encourage this response with the wording
of your message. Be descriptive in who can benefit
and how. They may be: starting a business, on a diet,
a working mother, or planning to upgrade their computer.
Whoever your market is, paint as clear a picture as
possible of who needs to receive your message.
Don't forget another great motivator. Tangible
rewards
can help promote your business with the original
recipient and encourage them to spread your marketing
message to others. Offer a free trial or free samples
when someone passes along your message. If tracked
to a purchase or registering for a free newsletter, a
cash reward can also be very cost effective when
you consider what a customer is actually worth.
Sometimes a combination of incentives yields
the best
results. In many cases, no extra incentive is needed to
inspire the spreading of your marketing message. That
depends on your market and your message. The medium
used is also a critical part of the equation.
Viral marketing is all about passing it
along. As a medium
for your message, the internet is ideal and inexpensive.
People go online to find information and to communicate
with others. That's the perfect atmosphere for the magic
of viral marketing.
Make it as easy as possible to spread your
message.
You can't get much simpler than forwarding email.
If that click forwards your message to a group, whose
members belong to other email groups, the internet can
quickly and dramatically expand your market.
Viral marketing works. Pass it along.
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Nancy Richardson publishes a resource for
small businesses.
Startup ideas, marketing strategies, website publishing
information, money-saving tips, and more can be found at
http://www.CreateYourMarket.com
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