On the Internet, viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. One example of successful viral marketing is Hotmail, a company, now owned by Microsoft. Their strategy is simple:
(a) Give away free e-mail addresses and services,
(b) Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com" and,
(c) Then stand back while people e-mail to their own network of friends and associates,
(d) Who see the message,
(e) Sign up for their own free e-mail service, and then
(f) Propel the message still wider to their own ever-increasing circles of friends and associates.
Some viral marketing strategies work better than others. Below are basic elements you should try to include in your strategy.
(a) Give away products or servicesMost viral marketing programs give away valuable products or services to attract attention. Free e-mail services, free information, free "cool" buttons, free software programs etc
(b) Provide for effortless transfer to othersThe medium that carries your marketing message must be easy to transfer and replicate: e-mail, website, graphic, software download. From a marketing standpoint, you must simplify your marketing message so it can be transmitted easily and without degradation. Short is better.
(c) Scale easily from small to very largeTo spread like wildfire the transmission method must be rapidly scalable from small to very large. Ensure you have enough resources, such as mail servers and staff that will be able to handle the increase in business.
(d) Exploit common motivations and behaviorsClever viral marketing plans take advantage of common human motivations such as greed, the desire to be cool, hunger to be popular, loved, and understood.
(e) Utilize existing communication networksEach person has a network of 8 to 12 people in their close network of friends, family, and associates. A person's broader network may consist of hundreds or thousands of people. People on the Internet develop networks of relationships, too. They collect e-mail addresses and favourite website URLs. Affiliate programs exploit such networks, as do permission e-mail lists. Learn to place your message into existing communications between people, and you rapidly multiply its dispersion.
(f) Take advantage of others' resourcesThe most creative viral marketing plans use others' resources to get the word out. For example, affiliate programs place text or graphic links on others' websites, authors give away free articles, news release can be picked up by a large number of publications as they form the basis of articles seen by hundreds of thousands of readers.
Ivana Katz
Websites 4 Small Business
www.web4business.com.au
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