In today’s fiercely competitive market, businesses need to constantly innovate in their marketing strategies to enhance their brand position and increase sales. Viral marketing is a marketing strategy applied by businesses to increase coverage, promote their brands, and reach target customers. It has a strong appeal with the ability to convey messages and brand values that are quickly spread to users. If you understand how to use this “heavy weapon”, you can create amazing results. In this article, Optimal Agency will guide you on how to deploy a successful and highly effective viral marketing campaign.
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What is Viral Marketing?
Also known as Viral Marketing, it is a form of marketing that affects the behavior of sharing and spreading content or messages from one person to another quickly so that businesses can achieve their communication goals. Unlike other marketing campaigns, Viral Marketing turns users into natural brand promoters through many different types of content. When implementing a Viral Marketing campaign, marketers can promote customer interest in products and brands through views, interactions, and shares. At the same time, they can increase the potential for brand promotion exponentially on social networks. However, to implement Viral Marketing, content is the most important factor. Regardless of the form of content, if it hits the user’s psychology, it will become viral. At that time, the spread and power of that brand will be even greater. Many brands have created successful viral marketing strategies that leave a deep impression in the minds of customers. Viral marketing brings many benefits to businesses such as effective brand building, optimizing marketing costs, and expanding reach to many target customers. Moreover, this campaign also builds trust and brand reputation because information transmitted from friends is often more trustworthy than advertising channels.
Why is Viral marketing favored by businesses?
Viral marketing is an effective tool to help bring the brand to many customers and it also brings outstanding benefits such as:
Large customer reach
It is one of the marketing tactics that creates an explosion in a short time. Viral marketing helps brand messages spread quickly at an incredible speed. If the content creates a viral, the number of users accessing the campaign will be large. That is why businesses always try to create explosive viral marketing strategies.
After one night, information, images or brands cover all social media fronts. Names and brands become impressive and quickly imprinted in the minds of customers. This creates opportunities for businesses to reach many target customers.
Raise brand awareness
If the content hits the customer’s psychology, it will quickly become viral and be received by many people and shared with many others. This helps to raise brand awareness in the minds of customers. When a product or brand is mentioned many times, especially when spread by friends and relatives, it will build trust with customers. Viral marketing helps businesses reach a large number of target customers, especially those with real needs, helping to increase sales.
Save advertising costs
To implement a successful marketing strategy, businesses will initially need to invest a budget to advertise on media channels to reach customers. When a business’s marketing campaign has created a buzz and gone viral, the costs of reaching customers later to increase sales will be almost zero. Viral marketing creates a wave of messages to many customers. At that time, customers will be the ones to spread the message to others without the need for advertising tools. The effectiveness of this viral marketing is much higher than other advertising channels. However, to have a successful, explosive advertising campaign, the message must be new and different.
Readers can refer to our other related articles such as How to build an effective marketing communication strategy.
Factors that create a viral marketing campaign
Because customers will be the ones to convey and spread the business’s messages to a wide range of users. When implementing a viral marketing strategy, businesses focus on understanding customers to create viral content. To implement a viral marketing campaign, you need to pay attention to the following issues:
Create unique, useful content
Content that brings useful value to people is the most viral because most users will tend to share valuable things with friends and relatives. Depending on the business field, you can build suitable useful content. For viral content, it not only needs to be suitable but also needs to be creative and different. You should find a new approach to content that no one has done before to build unique value for the brand.
Moreover, you should simplify the message you want to convey so that anyone can understand and share it with others. You can also create special content to arouse public interest. Be clever in conveying messages to customers interested in the brand and product.
Content that conveys emotions
The spread of an advertising campaign comes from the strong impact on human emotions. Whether the content is negative or positive, if it can strongly impact users, it will become Viral. When the content touches people’s emotions or issues of concern, it will motivate users to share, creating a strong impression. From there, it creates a resonant power for customers to remember the brand. However, it is important that you need to determine the type of emotion that is suitable for your brand. At the same time, businesses need to orient marketing content to which target group to create the right message.
Using the support of multiple channels
In addition to content, promotional channels such as social networks, newspapers, TV, etc. are important factors that help brand messages spread quickly to users. To successfully deploy a marketing campaign with a wide reach, businesses need to choose quality and appropriate promotional channels so that information is conveyed to the right audience.
Choose the right time to launch the campaign
To have a viral marketing campaign, you need to choose the right time – the right audience. Before the campaign is launched, you need to carefully research the time when the target audience interacts on the channels. This will help you post content to reach more people. At the same time, content shared at the right time will create a widespread to many people. In addition, the marketing campaign needs to contain clear, easy-to-understand messages and be repeated at the right frequency.
How to deploy an effective viral marketing campaign
Market and customer research
For every marketing campaign, customers are the core factor in creating success. Therefore, when building a marketing plan, businesses need to research the target customer through factors such as needs, content of interest, etc. By clearly understanding the needs and desires of customers, marketers can build content and know how to deploy appropriate marketing campaigns. In addition to understanding customers, businesses need to research the market by grasping market trends opportunities, and challenges to create viral campaigns.
Choose the right goals and messages
Before planning viral marketing, you need to determine the initial goals of the campaign. Because each goal will have different approaches, implementation, and work allocation. You need to define clear goals for the campaign to operate effectively and avoid wasting resources. Some marketing goals: increase brand awareness, promote new products, find potential customers, …
Each product implementing a marketing campaign should only have a single message when conveying content to customers. At the same time, the brand must be consistent with the initial goals set. Researching customers and the market will create the premise for building appropriate messages and goals. Take the time to analyze and research carefully in building marketing messages because it will affect the brand you are developing.
Content Creation
This is an important step and determines whether the Viral Marketing campaign will receive positive feedback from customers or not. Because if you have a good strategy but the content does not express it, it is meaningless. After determining the message, the marketer needs to create appropriate content to clarify the meaning that the campaign wants to convey. Marketing content can be in the form of articles, images, and videos, … but needs to be consistent with the brand orientation of the business. In particular, it can motivate users to take action through emotional impact. Building marketing content that conveys emotions to viewers is very important.
Distribute content on appropriate channels
After completing the creation of advertising content for the marketing campaign, you need to post it on appropriate media channels. This is also one of the important steps after producing content because if the content is not distributed, no one will know and spread it. However, you cannot distribute content on all channels because it will be a waste of resources without being effective. Instead, you should focus on researching the channels that your target audience is most active on. Nowadays, media channels such as Facebook, YouTube, Tiktok, Zalo, … are popular. You can use these channels to convey brand messages to many people.
Monitor and evaluate marketing campaigns
Not every marketing campaign created can go viral and be as successful as expected. No matter how perfect the strategy is, it is inevitable that there will be mistakes when receiving negative reactions from customers. Therefore, after the content is published and distributed, marketers need to monitor, evaluate, and optimize the campaign accordingly.
Any business always wants to deploy a viral marketing campaign to increase access to many target customers, build brand awareness, and increase sales. However, to have a successful campaign, it is necessary to combine many factors and apply the instructions we shared above.
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Frequently asked questions
There are many marketing tactics, but not all of them can be applied at all times. Viral Marketing strategy is used when you want to reach young people who regularly use social networks to research everything. If you do not have a large marketing budget, you can implement a viral marketing campaign. Especially if your brand is too new or trying to compete with famous products and brands, your brand needs trust. If you want to have a successful viral campaign to attract many new customers, Viral marketing is the top choice.
If a business can build a successful Viral Marketing strategy, it will bring a huge amount of backlinks, completely free, and quality to the website. This is an important factor that greatly affects the SEO process of the business. Clicks from Viral Marketing to the website will increase traffic and the reputation of the website. This supports the SEO process to quickly reach the top of Google. SEO also affects Viral Marketing, helping users access the campaign through search engines. When your content hits the customer’s psychology, it will encourage users to share more. When implementing a marketing campaign, businesses need to combine both SEO and Viral Marketing to promote products and sell.
