How to Unlock Your Marketing Potential with Viral Marketing
Still cooking up strategies and content with the intention of going viral? Nobody is going to blame you for that. Since the hay days of marketing, brands have done everything in their power to catch as many eyeballs as possible. Even in the age of digital marketing, brand awareness continues to be the first priority for marketers across the globe. So it’s natural to want to come up with some kind of unique viral marketing strategy. While everyone is constantly chasing the trends to come up with content that connects with their audience, it raises doubts if going viral is still relevant.
Viral Marketing in a Nutshell
In simple terms Viral Marketing is a way to promote your content captivates the minds of your audience to an extent where they voluntarily spread the marketing message, product or service in an organic manner. So if your content reaches a point where it is shared to an extent where it reaches beyond its target audience reaches to almost every social media user’s feed, it is considered to be viral.
The anatomy of a viral post
If we trace back the origins of viral marketing, you will probably end up with the rising popularity of memes on the internet. While it may not be relevant to viral marketing, the mechanics that spread memes has a very deep correlation to how content goes viral.
The reason why this happens is because memes resonate with people. In fact, many brands too have got on the popular meme bandwagon and found plenty of success. So in essence, it boils down to how much branded content resonates with people if it’s buzz-worthy content, there is a huge chance it will go viral.
It is obvious that the best way to go after virality is to use content that is already buzzing and choose something that relates closely to your brand identity. That’s the how but first you need to understand what goals are you achieving by going viral. From mentions to brand awareness or even simply catching as many eyeballs as possible, you need to be 100% clear about what underlying marketing goal you wish to achieve by going viral.
Aligning your goals will help guide you down the viral content path in a meaningful way instead of simply generating content for the sake of going viral. In such cases even if your content does achieve viral nature it serves not much purpose in the grand scheme of things.
Analytics is your friend
Where does analytics fit in you ask? We direct you to what’s at the heart of viral marketing — Your content’s ability to resonate with your audience. Social media analytics can easily help you break down and understand how your existing content is performing on social media. Clicks, shares, reach, comments, keyword performance, impressions; all of these give you a fair idea about what content has the maximum shareable potential among your target audience.
Ease of sharing
This is a definite nobrainer. It is obvious that if you want your content to be shared, first you will need to ensure that your content can be shared easily from multiple avenues. Instead of confining your content to your official accounts, you can include it in your blogs, newsletters and other media outlets to gain maximum traction. It is not unheard of for brands to promote this content themselves by any way possible. From spending ad revenue to subtly introducing via native advertising you can explore every marketing tool or strategy at your disposal. Once the content begins to get picked up by your consumers organically, there is no saying how wide it may reach.
Shout from the rooftops (if you have to)
Finally, do spread the word. To ensure your content is shareable, trackable, and easy to find; use hashtags. We know it’s one of the most basic essentials when it comes to social media but it’s equally important with viral content too. So yes once you have the perfect content that resonates with your audience and is highly shareable as per your analytics and data; the next obvious step is to spread the work and ensure that it is readily available for your consumers to find it.