Viral marketing is one of the most powerful types of marketing in the world. If you can get a campaign to go viral, you won’t have to spend much (if anything) on advertising, you’ve probably heard the term “word-of-mouth” before.
It means that people talk to each other and tell each other about things they’ve seen that they thought were funny or interesting. Viral marketing relies on word-of-mouth to spread a marketing message.
The trick is to get the message delivered to a few key people who will spread the word. Once those people get the message, it will begin to spread rapidly.
The first step to creating an effective viral marketing campaign is to get to know your target audience. If you don’t know your market inside and out, then you’re going to
have trouble with any type of marketing campaign!
If you can, try to do some preliminary market research before you begin developing your campaign. One easy way to do this is by asking your visitors or customers to fill
out a quick, anonymous survey.
Anonymity is important. People are more concerned with privacy than ever before, so be sure to let them know that the survey results are used for market research purposes
only and no personal information about them will be recorded.
Find out their age, gender, income, education level, profession, and anything else that relates directly to your niche. For example, if your niche is acne relief, you might
ask them how old they were when they first started having trouble with acne and how long they’ve been suffering.
Make the survey quick, because people are busy and don’t have much time. Just get as much information as you can in the time you have.
There are three main types of viral marketing:
Perhaps the most common type of viral media is comedy. When people see something funny, they have a natural inclination to share it with people they know.
Shocking stuff has the power to go viral quickly, but it’s difficult to find something that will truly shock people these days. People are becoming numb to the shock factor.
But if you can find something that will shock your audience, it will spread. Educational stuff can go viral if it’s something new and unavailable elsewhere. It’s tough to
find something new and interesting.
Philanthropy is something many people are interested in these days. With major celebrities donating so much of their time and money to philanthropic pursuits, it is quickly becoming the new “in” thing to do.
Altruistic things have tremendous power to go viral, especially if they are accompanied by heart-tugging promotional material. So if your company is participating in a fund raising effort, it can be fantastic publicity.
You have to choose a type that corresponds well to your audience. Younger audiences are usually more likely to respond to comedy and altruism, while older people respond well to education. Most people respond well to shocking material.
This is why it is so important to really know your audience. If you don’t know your target market’s average age, gender, income level, education level, and other vital information, how can you expect to be able to choose the correct type of media to develop for them?