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Use Viral Marketing to Get Website Traffic For Free


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Grab Your Free eBook - The greatest ever viral marketing idea of all time

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Use Viral Marketing to Get Website Traffic For Free

  1. 1. ==== ====Grab Your Free eBook - The greatest ever viral marketing idea of all time ====Viral Marketing uses peoples electronic connectivity to increase the velocity of word-of-mouth.People with similar interests, needs and lifestyles tend to pass on and share interesting andentertaining content. When sponsored by a brand, the message builds awareness of a product orservice and can provide qualified prospects for the organisation to pursue.How Does Viral Marketing Work?If you are familiar with the concept of "word-of-mouth", then Viral Marketing will not be difficult tograsp as it is essentially the same thing. The significant difference in this case is that ViralMarketing utilises electronic means to spread the message. Without a doubt, referrals are still themost powerful marketing weapon available. Viral Marketing harnesses the electronic connectivityof individuals to ensure marketing messages are referred from one person to another.A classic example of extremely successful Viral Marketing was the campaign for the email serviceHotmail. When the company launched, every outgoing message from this platform contained anadvertisement for Hotmail and a link to its website at the bottom of the email. As people emailedtheir friends and colleagues, they were also advertising the service. Recipients could simply clickon the link and sign themselves up, and as they continued to email friends from their new account,the message spread within existing social networks and was passed along with little effort from thecompany. Hotmail went from zero to 30 million users in the first 3 years, today Hotmail has over280 million users worldwide.Another example of successful Viral Marketing was Burger Kings Subservient Chicken campaignwhich was launched to promote a range of chicken sandwiches. A website was created thatfeatured a man dressed in a giant chicken suit who responded to the commands typed in byvisitors. The tag line - "Have it your way". A lot of people must have thought making the chickenman do the moonwalk or some yoga or even lay an egg was funny because within a week thewebsite had received an astonishing 20 million hits!Why do Viral Marketing?Viral Marketing is popular because of the:oEase of executing the campaignoRelatively low costs (compared to direct mail)oHigh and rapid response rates
  2. 2. The core strength of Viral Marketing is its ability to obtain a large number of interested people at alow cost.As appealing as it is, Viral Marketing is not always easy to master. In a 2006 Silverpop Email listGrowth Survey, Viral Marketing was listed as the top ranked unsuccessful tactic for marketers.However, in the same survey, Viral Marketing was the top ranked tactic being planned bymarketers in their next 12 months. This demonstrates the demand marketers have for ViralMarketing as demonstrated by viewer response rates, as well as how easy it is to get a campaignof this nature wrong. The key to running a successful viral campaign lies in the planning, theincentive offered and the knowledge of your target audience.Types of Viral MarketingThere are 2 distinct subsets of Viral Marketing that can be identified:1. In-the-Wild Viral Marketing2. Controlled Viral MarketingIn-the-Wild Viral MarketingThis type of campaign is defined as a "virus" that is unleashed without further input from theadvertiser or marketer. The spread of the message is perpetuated through whichever means theuser chooses. The most important aspect is that the user still chooses to send on the message inwhichever way they can, the most likely method being via email (e.g. sending a link on to a friend).When successful, this type of campaign can build tremendous brand equity at a marginal cost.Because the communication takes place directly between consumers, the marketer has to beprepared to let go of their brand so that the message and flow of communications is not restricted.Controlled Viral MarketingThis type of campaign has more of a direct outcome in that its success is determined by a specificgoal, an example of which would be the expansion of a database of qualified leads and prospects(e.g. "Send to a friend" emails). This facilitates future interaction with the prospects, targeting salesgrowth and brand awareness. Ultimately, the controlled viral campaign should lead to interactionwith the newly acquired prospects in a way that adds value to the organisation.Starting a Viral Marketing CampaignThere are no hard rules when it comes to devising your Viral Marketing campaign, but there aresome tips you can follow when planning your efforts:1.Focus on your brand and products before the messageWhat makes your brand / product successful and why would people want to pass along yourmessage? Do you have something unique and engaging that the intended market will want to talkabout?
  3. 3. 2.Ensure that your website or newsletter is built to allow users to refer it to othersThe message must be easily forwarded and not lose shape or structure in the process.3.Give away products, entertainment experiences or servicesFree goods are powerful attraction factors in Viral Marketing. However, free for the sake of it is notusually successful as the prize needs to be relevant to the audience. This is where it is importantto understand the target markets needs, motivations and behaviours to select the relevantincentive.4.What appeals is honesty and authenticityThere are various different aspects that a Viral Marketing campaign can focus on, depending onthe intended target market:oEntertainment factorsoUtility functions (offer something the reader can use)oIncentivised actions (instant gratification)oUndercover (seeding the campaign without the user knowing the brand)oUniqueness (something the reader has never seen before)Whichever aspect you choose, be authentic and truthful. People will only forward something theybelieve is worthwhile.5.Personalise referral emailsWhen your message is forwarded, ensure your technical design can support personalisation in thesubject line. (E.g. "John Doe thought that you would love to see this")6.Take advantage of other resourcesSuccessful viral campaigns use other resources to get the word out. Identifying the resources thatthe target market utilises (e.g. Social Media websites) and placing the message in these spacesincreases the exponential potential of the message.7.Track the results & analyse the dataIt is important that the campaign is tracked according to the objectives set out initially. This canalso help tweak the campaign mid-flight in order to improve results.The beauty of a well executed Viral Marketing campaign lies in the minimal costs and the highsuccess rates - as with all word-of-mouth, if handled properly, it can reap huge rewards.
  4. 4. The services offered by Quirk eMarketing include everything from the conceptualization of acomprehensive online marketing strategy, through to the implementation of the various tactics, likeViral Marketing, needed to make that vision a reality.Article Source: ====Grab Your Free eBook - The greatest ever viral marketing idea of all time ====