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The Voice Of Viral Marketing
The Voice Of Viral Marketing
By John Doetsch, Fri Dec 9th
Generating buzz through word of mouth will help drive greatersales and from your most important customers. Viral marketing strategies can effectively generate traffic toyour website by creating buzz-building campaigns that excite andenergize your customer base. However, in order to mosteffectively execute a successful project, it isimportant to build a significant understanding of your targetaudience to tap into their social and psychological network. By creating articles or newsletters, for example, that resonatewith your audience, you will encourage loyal customers to sharethe useful information or unique advice with their family andfriends. Indeed, is one of the most powerfulforms of product support as it consists of unbiasedrecommendations from trusted sources.
Initiating a campaign begins with thedevelopment of unique and attractive content for your most loyalcustomers. While articles that pertain to the product or serviceyou are selling will help draw visitors to your site, creatingresources that speak to your audience in a strategic fashion. Once your marketing theme or ideas have been thoroughlycultivated, you can begin to build a campaignaround your most critical ideas. For example, post your articleson message boards or deliver special content directly toconsumers. At the end of each article, add a link to yourwebsite and encourage your readers to send along the informationto their friends. Your article, if delivered appropriately, willbegin to make its way throughout the web passing from friend tofriend and deliver a core business message that brings dramaticbusiness returns. Newsletters and ezines are also extremely effective means ofcapitalizing on campaigns. As consumers becomeinundated with spam and other e-mailed “junk,” sites that canbreak through the clutter by creating innovative means ofcommunicating with customers via newsletters are likely togenerate significant word of mouth traffic. Not surprisingly, then, the newsletters
and ezines that own thegreatest popularity serve as the most effective platforms onwhich develops. Utilizing word of mouthrecommendations, webmasters and small business owners cangenerate more subscribers when they include tips, tutorials, andrelevant news clips that are quick and easy to read. Indeed, making a successful campaign successfulrelies on more than just quality articles. The articles mustspur the reader to act and send information unprompted tosomeone else. Therefore, online articles should serve as morethan simple sales letters. They need to provide readers withsomething that is unique. Modern internet readers do notappreciate being used as business pawns and will quickly exit asite that wastes their time. By utilizing newsletters, then, topromote something more than just your business, onlinebusinesspeople can develop a better viral campaign. Several high profile programs can be used as abenchmark for the ultimate marketing success. BMW, for example,generated a tremendous amount of attention via a series of shortfilm clips they published online at BMW Films. More recently,Burger King developed a commercial featuring a fighting chickenthat rode the e-mail circuit through word of mouth. Marketing experts believe that viral marketing is actually the most powerfulform of product attention available to consumers. Unliketelevision ads or other paid advertising, cannot be purchased. Instead it relies solely on therecommendations of individuals. Yet, while a successful viralmarketing campaign may be difficult to construct, the benefitsgenerated by unbiased attention will make your business strongand successful. © John Doetsch 2006. Online reprint rights granted as long asthe article is published in its entirety, including links andresource box. About the author:John Doetsch is founder of Websition.com, a website content provider featuringarticles written by the Internet's most gifted authors. http://www.websition.com
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