While a marketer cannot create a viral phenomenon on behalf of your brand, she can...
Yeah, you heard me, but I will deny it if you misquote me. I did not say we could reliably create a viral phenomenon on behalf of your brand, nor did I say we could guarantee zillions of free impressions. We can, however, create a smart platform and program to help facilitate sharing and exposure of your content and give it the best possible chance to soar.
Most of the great viral stories tapped successfully into the communal zeitgeist, often tickling their funny bone in an unexpected way. Most of them also had a plan to help facilitate sharing, not leaving it all to chance or hope. If you have the kind of content that can potentially appeal to or entertain the masses, then achieving "viral" status may be that much easier. Ninety-nine percent of the opportunity for something to go viral rests with the quality and/or mass appeal of the content and whether, in fact, it does meet the zeitgeist test. It's critically important to make sure that your content is appealing to your target consumers, and that it has enough value for them to inspire and facilitate sharing among their friends, who by association may very well be potential customers. That may be 99 percent of the work, but you're not done. Here are some tips to help spread the word.
Tips for Facilitating Viral Uptake
While it really is about the content, there are steps we can take to help facilitate the content distribution. A well-thought out, well-executed, and well-rounded approach to online content distribution will give you the best possible chance of catching that elusive viral wave.
What steps have you taken to help get traction on your content distribution?
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT