Simple viral marketing

Viral marketing is an often discussed term, but how will it help you to market your small business? Viral marketing is the equivalent of online word-of-mouth. Viral marketing, aka Buzz marketing, uses all of the digital marketing media to disseminate a message which is passed along from person to person; it is viral because it spreads like a virus or disease and if successful, communications can expand exponentially. You are not paying to spread the word as you would be in a Pay-Per-Click (PPC) campaign. Viral marketing campaigns are often spread via e-mail or social media (and here we include YouTube as well). The campaign can reach a large number of individuals in a relatively small amount of time, and this would be useful to your small company in many instances.

Viral marketing is an opportunity

What makes a successful viral?

  • It can be funny
  • A Viral can be outrageous
  • It has a unique or controversial approach
  • Culture can be challenged such as gender or class
  • Try something that has no connection with your product.

Keep virals small and focused

Remember, you are an entrepreneur or small business.  Therefore, something which goes viral may be completely out of your control!  Do you really want national and global coverage for your product or service?  It is more likely that you will need some niche, or local coverage.  Therefore, tailor your viral to your niche market, or your local customers.  For the small business person, a viral might mean that you target five segments of your most loyal customers with your promotion – with 10 friends in each, extending your potential customer interaction to 50 people.  These 50 people are more likely to be interested in your product or service, and will trust the person who recommends you.  Keep your virals small and focused.

Published by

Tim Friesner

Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.