Do you want to talk about your offer? Make it as “contagious” as a virus? Viral marketing is the solution. Popularized in 2008 by Seth Godin ( whose books I recommend ), viral marketing will play on the recommendation to ensure that your offer is promoted by the users themselves. The offer is spreading like a virus, hence the term. Today, I propose 7 marketing tips to take advantage of this technique.
IDENTIFY YOUR TARGET
Like any good marketing campaign, your viral marketing campaign, to be effective, will have a well-defined target.
Who do you want to reach as part of your campaign? What is the profile of your typical client?
The buyer persona technique can help you better qualify your target. Personas are fictional characters representing the different segments of your marketing target. Imagine your ideal client and give him a little name to make it more real than life. How old is he? His sex? His job? His place of residence? His hobbies? His buying behavior? …
Once your target is well defined, think also to identify the places of exchange where it is grouped:
- The media she frequents
- The blogs and forums it follows;
- Facebook or Linkedin groups related to his interests
- Hashtags on Twitter or Instagram associated …
Take the opportunity to analyze the content that works best on these places of exchange by looking at the number of social interactions generated by the content (sharing, comments, like ….). This can be done using Buzzsumo tools for example.
WORK ON ITS CONTENT AND CONCEPT
Now that your target is well defined, that you have observed the content that it plebiscite, you must find a concept that meets the expectations of it. The definition of the concept is the most important aspect of the campaign. The concept will encompass the theme and mechanisms that will enable virality.
At this point, you can also, before your viral marketing campaign, create a survey of your community to see its expectations in order to integrate them into your concept.
For this you can use online survey tools. Qualifio offers, for example, this type of solution among many formats of interactive marketing campaigns .
Once you know the expectations of your target, imagine a campaign that is both original and qualitative.
Choose a format, it can be:
- A contest with original concept and attractive prizes;
- A video playing on emotion. Emotion, whether positive or negative, is a factor of virality; consider integrating it regardless of the format you choose;
- A message bouncing on the news (newsjacking) – a beautiful story;
- An exclusive (really exclusive) offer to select members …
This first phase will be essential, without original content and concept, and without proper timing, your viral marketing campaign will be a “simple” classic marketing campaign, everything is in concept and originality!
Be careful not to integrate your brand too insistently, the content should not be “publicity” if you want to maximize virality.
Create a unique hashtag for your campaign so that the results are more easily identifiable.
Your campaign should also include virality mechanisms such as:
- Content easily shared on social networks;
- Mechanisms to encourage sharing (in the context of a contest, for example, you can give additional chances to the draw based on the number of shares, you can also set up a sponsorship system that will grant vouchers. purchase to your customers who invite their friends to make a purchase on your site …).
In the case of a contest, you can help you create interactive marketing campaigns such as Qualifio for quizzes, contests and other formats that help with viralisation.
Last tip, to maximize the chances of your content becoming viral, ask yourself the following questions:
- If this content appeared in my Facebook newsfeed, would that appeal to me?
- Would the content make me react emotionally?
- Will I have a “furious” urge to share it?
If the answer is 3 x yes, get started! If the answer is no, rethink your concept.