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A Free Way to Promote and Profit - Viral Marketing

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A Free Way to Promote and Profit - Viral Marketing Powered By Docstoc
					A Free Way to
Promote and
Profit - Viral
  Marketing
   Brought to you by:

     Margaret Ortiz
   Affilorama Jetpack
It’s a horrible word isn’t it….marketing? No, only joking, I mean “viral” of
course. Mention viral and one tends to think infection, illness and disease - or
for the geeks among us, computers messed up. But viral marketing is nothing so
negative or unpleasant, viral marketing is good!

What is Viral Marketing?

As the name suggests, it’s a way of spreading your marketing message 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 pass on the bug to 5
more (5x5=25), who then spread it to another 5 (25x5=125) and so on until after
just 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 email message sent: "Get your private, free email at
http://www.hotmail.com" and, 3. Then stand back while people e-mail to their
own network of friends and associates, 4. Who see the message, 5. Sign up for
their own free e-mail service, and then 6. 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 for easy transfer of the message to others
3. Allows easy growth from small to very large
4. Exploits common motivations and behaviours
5. Uses existing communication networks
6. Utilizes the resources of others


Let’s 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 product or service to get peoples interest. Free email
service, free software, free information etc. Then, when you have their attention,
when you have their trust, 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, remember the hotmail example: "Get your private, free email at
http://www.hotmail.com."

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. This was the only weakness in
the hotmail example, the service required its own mailservers. Not a problem
with the resources of Microsoft behind you, but for mere mortals like you and I,
best to plan on spreading the message using others recourses, see number 6.

4. Exploits common motivations and behaviours

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
than 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 to 12 people in their close network of friends, family
and work colleagues. On the internet, nearly everyone has email addresses in
their contacts list, and favourite websites stored in their web browser. Utilise
this fact in your marketing campaign. For example, when you give away a free
product, ask the recipient to provide the email addresses of others who may be
interested.

6. Utilizes the resources of others
Get your message into other peoples emails and onto others websites, that way
their recourses 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, you marketing campaign really
should catch the viral marketing bug!

How can Viral Marketing work for you? Find out here: Affilorama Jetpack
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