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Does Viral Marketing Actually Work?

Does Viral Marketing Work-01
The main goal of every marketer is to spread the word of their brand. However, those in the industry know that’s much easier said than done. Marketers turn to social media to get their message out, but what most look for is how to go viral.

What Is Viral Marketing?

The point of viral marketing is to get the majority of your audience to share your message, which will then spread to others in a short period of time. As a result, your specific message will soon be in nearly everyone’s social media feeds.

Every marketer reading this right now is wishing they had the answer to help their content go viral. On the other hand, when you continuously try to go viral, you could end up hurting your marketing campaign instead of helping it.

Old Spice proved this with their humorous, but strange “The Man Your Man Could Smell Like” campaign in 2010. The ad received more than 52 million views and continues to be a marketing theme for the company. Simply put, great content is great content. Your audience will be able to read right through you if you’re trying too hard.

And while there’s no exact answer on how to best approach a viral marketing effort, there are strategies that tend to work. Even if it seems impossible, you can follow these steps to get on the right path to larger share counts, audience growth and social buzz.

Where to Start With Viral Marketing

Viral marketing is difficult, but not impossible. You have to start by using the tools around you to build a campaign that will catch fire. The first step to viral marketing is to know what has and has not worked in the past. This will not always be the tall-tale answer to your ability to go viral. Instead, turn to numbers to get a better understanding of what it takes to go viral.

Become BFFs With Social Media Reporting

You know that in order to reach a specific or unique audience, you have to understand what that group likes. To start, look at what content performs the best by monitoring these social media analytics:

  • Audience engagement
  • Trending topics or hashtags
  • Keyword traffic and performance
  • Page Impressions
  • Clicks and reach
  • Social Interactions
  • Social media demographics

sprout social group report example

Each of these social media analytics can give you insight into what pieces of content have performed the best on your social media pages. Using a social media analytics tool to easily overview each platform will shed some light to how well you perform on each network. From there, you can start to build your viral marketing campaign on the right social media network and with the ideal piece of content.

Know Why You Want to Go Viral

One of the biggest problems of companies attempting to go viral is not knowing why they want to be in everyone’s social media feed. You have to have a plan of action with your viral content and it has to be purposeful. A lot of marketers will argue that viral content simply has to catch on in whatever way possible, but this could backfire.

For example, possibly the most viral marketing campaign to come from this year’s Super Bowl was Mountain Dew Kickstart’s Puppymonkeybaby. This bizarro commercial went in with a mission to essentially get weird and get recognized by everyone.

While nearly everyone knows the product Mt. Dew, they might not all know their newest energy drink Mt. Dew Kickstart. However, more than 23 million views later on YouTube, a lot of people are still asking what in the heck is Puppymonkeybaby, but now know Mt. Dew Kickstart.

While some might feel it’s bad to create “nightmare-inducing” content, more likely than not, Mt. Dew’s mission to go viral was completed by knowing the brand sought out to be weird, bizarre and make people (fearfully) scratch their heads.

Make Shareable Content

This might seem completely obvious, but you have to make sure your content is optimized to be easily shared. Make sure that you encourage the content to be shared on social media so it has a better chance at going viral. Your newest campaign won’t likely go viral if it only exists on your blog.

Instead, try to use all social media channels that will work best at promoting your content. For example, if your content is an image, try Facebook, Twitter and Snapchat. However, if you’re trying to include a viral video, you’ll be better off with YouTube, Instagram and Vine.

It’s smart to make sharing as seamless as possible. You can make your audience have an easier time sharing your campaign by:

  • Providing several different routes to share.
  • Giving away free products or services.
  • Find the common motivations of your main audience.
  • Ask questions that get viewers or readers thinking.
  • Scale your campaign to move from small to large.
  • Never restrict or gate your content.

Use Hashtags to Spread the Word

Always used its campaign called #LikeAGirl to really ask the question what it means to do something “like a girl.” The company’s engaging, thought-provoking video managed to get more than 61 million views on YouTube and the hashtag was shared thousands of times through the early stages of the campaign.

Using hashtags to go viral is a fantastic way to help spread the word of your content. Just ask Coca-Cola who started the #ShareaCoke campaign to advertise its new branding. The major soft drink company began using names on Coca-Cola bottles and cans to inspire sharing with friends and loved ones.

The hashtag easily inspired customers to take pictures with the can or bottle and post it on social media. According to the American Marketing Association, the campaign drove in 28% more customers than the previous year. Additionally, the hashtag #ShareaCoke was used more than 250,000 times just during the campaign cycle.

Trendjacking Viral Content

A more popular way for marketers to get their content seen is by trendjacking. This social media term means to hop on a meme, relevant pop culture subject or some other viral piece of content to promote your business. This is quickly becoming one of the staple marketing practices for those trying to get a piece of the viral market.

The most popular meme right now is the “Damn, Daniel” video, which is just a short group of Snapchat videos of one teenager complimenting a friend on his shoes. However, the shoes he mentions a few times are Vans, who is now rumored to be working on a commercial with the creators of the meme. Even Van’s Instagram account is is literally filled with “Damn, Daniel” comments.

vans instagram example

Fiat also recently ran a commercial with a groundhog for its 2016 500X, which proclaimed that six more weeks of winter isn’t so bad. At the end of the commercial, a groundhog yells out.

This video is memejacking the “Screaming Marmot” video that went viral when someone dubbed a man screaming overtop of the animal’s yelp. When Fiat combines the meme with its ad, the company is able to get the roughly 700,000 views on YouTube for being relevant.

Humanize Your Content

Brands tend to see a lot more shares when their content is humanized or at least seems genuine from the company. According to Marketing Land, viral success is hard to achieve, but when you’re authentic with your message, your content is more shareable. Also, a KissMetrics infographic explained how engaging with your audience during your viral campaign can help content gain more traction and attention.

Millennials continue to be the center of attention for marketers, but figuring this group out has not come easy. However, studies have shown that humanizing your brand is a great way to seem relatable and less corporate. A recent study by Adroit Digital found 64% of millennials believe their brand loyalty is equal or exceeds that of their parents, with 24% agreeing to the latter. The report also discovered:

  • Nearly half of millennials consider brand reputation to nearly as important as a peer recommendation.
  • Social advertising was the most trusted channel by 36% of millennials.
  • Roughly 40% of millennials avoid brands that don’t have mobile or social channels.
  • 44% of millennials said they wanted open dialogue with customers through social media.

Start Engaging Now

The last stat above is one of the most telling for businesses who want to go viral. The more open communication you have with your customers, the likelier you’ll be able to get them to engage with your campaign.

Using Sprout Social’s social media engagement tools can help you stay on top of all incoming messages to your brand. Additionally, you can use message tagging features to identify whether or not your messages or customer messages are related to a specific campaign.

Going viral is still one of the most difficult things to do as a marketer, but by following these steps, you will only improve your engagement and social media interactions with your content.

This post Does Viral Marketing Actually Work? originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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