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Viral marketing is a marketing technique that induces users or Web sites to pass
on a marketing message to other users or sites (word-of-mouth marketing).
These other individuals, in turn, tell others, thus creating a potentially exponential growth in the
message's visibility and effect.
This often takes the form of features that a user can download and use and also forward to friends.
Basic steps in creating an effective, cost-efficient viral campaign, the elements of a viral campaign
and the best way to execute it for maximum exposure.
The Message
The message is, by far, the most important element. Without a strong image or enticing copy,
a viral message is little more than an irritating email.
If the message is creative and intriguing, it will keep the user involved and anxious to share
the message with others.
The Viral Element and Delivery
Items that work well in a viral campaign include strong incentives that appeal
to the audience’s emotions.
Viral marketing techniques offer a discount or free offer related to the
product / service. Provide a code word or special site location to handle the offer.
Then after the offer ends, re-direct the URL.
Provide an easy means of forwarding the offer. Date and time a message.
Offer a prize to the first X000 people who "enter" a special door to your site.
Prepare to post it / send it out all at the same time.
Create a list and then regularly send a newsletter.
This is by far one of the best things you can do on your Web site. It not only helps to
drive return traffic, but you can also make money by selling advertising sponsorships within
the newsletter.
Tracking
There should be unique "doors" into Web sites, created expressly to support viral initiatives.
This will enable tracking. But, of course, this depends on the tracking capacity
of the organization's Web site.
ROI
If demographic information on the readership is available, even higher rates can be attracted
since you can deliver to a very targeted audience.
Two or more sponsorship placements can be created and you can charge differently for each based
on the positioning.
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