How to succeed with a viral marketing strategy ?
The competition between companies is at such a level that it is necessary to use a well-crafted marketing strategy in order to face it. And there is no lack of marketing strategies. Indeed, there is a multitude of strategies.
Among the existing marketing strategies is the viral marketing strategy. But what do we mean by viral marketing strategy ? And how to launch it ?
The viral marketing: c’is what ?
As its name suggests, viral marketing is a promotional method in which the offer spreads like a “virus”. Indeed, in the case of viral marketing, the commercial or marketing offer is spread by its recipients who themselves recommend it to their friends or colleagues. In other words, it is the phenomenon of recommendation or word of mouth that is the basis of viral marketing. Viral recommendation depends on the originality or humorous nature of the message, the usefulness or sometimes the remuneration from a sponsorship system.
In addition, it is important to know that the viral marketing is a strategy that existed before the advent of the Internet. But with the Internet, the potential of viral marketing has increased tenfold, especially with the ease of transmission of information that this tool offers.
In practice, there are two forms of viral marketing. The first one is called viral engineering, referring to the integration of sharing tools such as social buttons, e-mail or others on a mobile application or a website. To this end, recommendation bars or functions are added to editorial content, website product sheets, confirmation emails or website pages.
These recommendation features have the particularity to be present even if the points of sale are offline.
As for the second form of viral marketing, it represents a creative investment, a real viral campaign logic. Contrary to the previous strategy, a content or device is set up to promote a real phenomenon of vital diffusion. This is particularly true of viral videos.
How to launch a viral marketing campaign ?
For the launch of a viral marketing campaign, a series of steps must be rigorously followed. First, you need to define the target (community, age and others) of the campaign. This will surely allow you to touch, move or shock so that your brand circulates in the targeted community.
Then, it is necessary to define quantified objectives so that each objective is supported by actions and a particular implementation of the means allowing to quantify the conversions as well as the results of the operation.
Also, it is necessary to get rid of the viral campaigns observed on the Internet by adopting an idea or an innovative concept. Thus, your content will reach its target and will be strongly shared in the community.
To launch the campaign itself, you need to have a base of people who are interested in your brand for this campaign by referring to a site with a large audience, a Facebook page or a Twitter account. The other possibility is to rely on the network of influential people such as opinion leaders, bloggers, communities to whom you should make discover the viral content you want to convey. Also, another possibility is to use larger partners to help you relay the concept.
On the other hand, you can choose to spend your money to promote your business viral campaign on blogs but also on youtube.