The viral marketing uses a set of techniques in order to convey a specific message exponentially through word of mouth from users. To get the user to spread the message, it must be attractive enough to achieve expansion. And this means that the content must be provocative, surprising and offer some benefit to the user.
It is not surprising that viral marketing campaigns are being promoted and actions appear in many marketing plans of most brands. The benefits are many and interesting and the techniques varied and original. As benefits, emphasize that the cost does not have to be very high. Of course, it must be very creative and fast; another benefit is that it can be disseminated through deusto many ways and can be segmented and reach a much more segmented audience than with other actions.
There are different viral marketing techniques. Among them the 'Pass it' where the user is encouraged to pass the message to others; the incentivized viral, where a reward is offered for passing the content; the undercover which does not directly refer to passing the message; the marketing of the rumor, Etc. All of them can be effective if they are prepared well.
Like any marketing action, it is not advisable to launch it without taking into account some essential aspects. Below we collect the basic data to consider in order creating an effective viral marketing campaign.
1- Define the objectives
First, you must define the objectives that you want to achieve with the campaign and that must be aligned in the global digital marketing plan. You have to make it clear that although you can get a good content, if you do not contribute anything to a clear segment, the result will not be as expected. The most interesting objectives of this type of campaign are on the one hand to create brand awareness and on the other, to achieve a link with the user.
2- Define the target or target audience
The second step will be to define the target or target segment to which we are going to direct the action. It may seem contradictory, since viral marketing has been defined as actions with a content created especially to expand rapidly, but we must not lose the north and be clear about what we 'offer' in the message and the specific audience to whom we want to do it arrive.
3- Create a short, original and surprising message
The message is the most important element to consider. You should always pose with a brief, simple message, with a good touch of originality and that is surprising. In turn it should be easy to read and share. A type of messages that are working very well are the humorous messages, but although this is the trend, we must be very careful and see if this type of message is what we want to offer as a brand or organization.
4- Select different formats for the dissemination of the message
The format is in tune with the message as the success will be with a good combination of the two. At present the support that is being used the most is the video although there are others such as memes, Facebook applications, etc.
The concrete case of the video is ideal for this type of campaigns since you get to the emocdeusto_10_webIons of the user more effectively It is also a component that greatly facilitates sharing. It must be clear that the video must explain a story that excites the user and of short duration (it is recommended not to exceed 2.5 minutes). In rising the message and the format there is a very important factor that should not be overlooked: The message has to be scalable.
In summary, if we are able to propose an idea of an easy message to transmit that gets our audience excited and begins to be viral, we must confirm that it is a message capable of adapting to growth in an appropriate way.
The expansion tools are the key to getting the message to the audience. We can take advantage of all the propagation tools that are within our reach to reach the maximum viralization of the content. These can go from social media such as blogs, social networks or RSS, email marketing as well as using community characters or influential public figures who through their profiles or ours can give even more value and add to the spread.
5- Track the campaigns
Campaign tracking is also important. We refer to two aspects: On the one hand we must be able to encourage participation and interaction with the user.
On the other hand it is important to listen, detect and take advantage of the common motivations and behaviors of the users. It is always good, before launching the campaign to know well the tastes and needs of our target segment for this monitoring.
Setting the results in a marketing action is not an easy task. Normally we will see them reflected in the increase of web visits, sales increase, etc. ... Still, it will be interesting to also value other metrics, such as if the message has been expanded and through the channels, if the campaign has been effective, as many times as the content has been shared, the number of people who have interacted, the link created with the brand or if it has grown in a community in one of the online channels and above all know how to extract the information of interest from the users who have commented or interacted. It is valuable information for our brand that will help us to know the tastes and tendencies of our target audience and the market.
Posted on July 06, 2018 at 03:55 PM