One of the key elements of operating a successful viral marketing campaign is to understand how our customer is related to our brand. What is it within that relationship that will elicit a response from them to be willing to pass on something about our brand to others? The answer to that question will determine the success or failure of attempted viral campaigns.
With that in mind, then we must create something that personally will make an impression with them; something that imprints them within. That thing that uniquely touches them will cause them to want to share it with others. What is important to understand about the majority of consumers is that offering something that they are able to share with others gives them a certain standing in their eyes with those they share it with. They get a response back talking about it. This is part of the importance of viral marketing from a sharers perspective, in that there's some ego in being the one to pass it on. We need to play to that ego in what we create.
Within the context of knowing our customer profile and how they relate to our brand, and understanding they are looking for something they can share with others that lifts them up in the eyes of the receivers of the content shared, then we can create a campaign based upon that information.
Like a study earlier this year by Sharpe Partners revealed about the most popular content people like to send, almost 90 percent prefer to receive something funny - like jokes or cartoons - to send on. The next most popular content is news, with 56% of the viewers passing it on, then comes healthcare and medical related information at 32%. Spiritual or religious related information was next at 30%, then games with 25%, followed by business and personal finance information at 24%, and sports/hobbies with 24%.
Take these and try them with your customers, taking into consideration their relationship with your brand, and what will trigger them the best to propel them to share your message. If one doesn't work, try a combination until of some of them until you find the right offering. When it hit it right, it's well worth all the effort.
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