PROMOTE AND PROFIT THROUGH VIRAL MARKETING
Viral! Isn't that a horrible name for Marketing? Wonder who came up
with it? Yes, mind races to Covid 19. and your mind goes dim. Anyway that is the Computer World. But the word Free brings back all the enthusiasm. Actually, Viral Marketing is nothing so negative or unpleasant. Viral Marketing is good!
In fact it is a Free way to Promote and Profit from your Products
What is Viral Marketing?
As the name suggests, it is a way of spreading your Marketing Messages from person to person, rather like the Flu Virus is passed on. You give the germ to, say 5 friends/colleagues/family members, who in turn each passes on the bug to 5 more (5x5=25), who then spread it to another 5 (25 x 5 = 125), and so on until after 8 levels, you reach the staggering figure of 1,953,125).
The classic example of Viral Marketing is Hotmail.com, one of the first free Web-based e-mail services.
The strategy is simple:
1. Give away Free e-mail addresses and Services
2. Attach a simple tag at the bottom of every Users e-mail message sent. "Get your private, free e-mail at http://www.hotmail.com". You
can add whatever enticing message you want.3. And then, stand back while people e-mail to their own Network of friends and associates.
4. Some of those who see the message will sign up for their own free e-email service.
5. Then they will propel the message still wider to their own ever-increasing circles of friends and associates.
What Makes Marketing Viral?
A Viral Marketing plan usually has some or all of the following basic elements:
1. Provides a Product or Service Free
2. Makes easy to transfer of the message to others
3. Allows easy growth from small to very large
4. Exploits common motivations and behaviors
5. Uses existing Communication Networks
6. Utilizes the Resources of others
Let us look at each of these in turn:
1. Provides a Product or Service Free
Free is the most persuasive word in Marketing. Most Viral Marketing Campaigns give away a Products or Services to get peoples interest. Free E-mail Service, Free Software, free information etc. Then, when you have their attention, their trust, you sell them something. Hit them with a Sales Pitch first, chances are they won't be interested.
2. Makes for Easy Transfer of the Message to Others
Viral Marketing works so well on the Internet because quick Communication has become so easy and cheap. Your Marketing Message must be simple so that it can be passed on without loosing its effectiveness. The simpler and shorter the better.
3. Allows Easy Growth from Small to Very Large
To grow rapidly, the necessary infrastructure must be available. The best Viral Marketing makes use of the Resources of others. Not a problem with Resources. Mere mortals like you and I, best to plan on spreading the message using Resources of others.
4. Exploits Common Motivations and Behaviors
What motivates people to use certain Products or Services on the Web, and to recommend these to their friends? The practicality of a Product, sure, but more that the desire to be popular, thought of as cool etc. Greed also motivates, hence the power of the Word Free.
5. Uses Existing Communication Networks
Most people have around 5 - 12 people in their close Network of friends, family, and work colleagues. On the Internet, nearly everyone has e-mail addresses in their contact list, and favorite Website stored in their Web Browser. So, utilize this fact in your Marketing Campaign. For example, when you give away a Free Product, ask the recipient to provide the e-mail addresses of others who may be interested also.
6. Utilize the Resources of Others
Get your message into other peoples e-mails and onto others Website. That way their Resources are being used, not yours. And once your Campaign has enough momentum, sit back while your Customers do the Marketing for you.
Conclusion
Viral Marketing costs very little. In fact if you go to the right places it can be free. Given that, and the huge potential benefits, your Marketing Campaign really should catch the Viral Marketing bug.
