The term “viral marketing” is not the most enticing expression in the world, and many who hear it for the first time may think they are dealing with some kind of infectious disease. In a way they are not wrong as “Viral” and “Virus” are indeed related, yet when it comes to marketing, the infection is not spreading through the human body, but rather, through the world of online advertising and promotions!

Like viruses, viral marketing strategies will piggyback on hosts and pre-existing social networks to create increased brand awareness or to achieve other marketing objectives. That explains a lot, yet not really what “viral marketing” really means.

Definition
Viral marketing describes any marketing and SEO technique that encourages individuals to pass on a promotional message to other users or websites, therefore creating an environment in which message can become more visible and influential.

Viral marketing counts on growth. The quicker a marketing message is passed on by users or participating websites, the more impressive the results. Like viruses, viral marketing messages need rapid multiplication to be able to survive.

A prime example of how successful viral marketing can be is Hotmail.com, a company, now owned by Microsoft. Hotmail is known around the world, because it offers free email accounts and uses its user’s e-mail notes to promote its services and advertisers’ messages. With every email that is sent, these clever ad-ons keep spreading around the globe like a mad wildfire or virus.

For those who like to compare, in the “real” world, this type of advertising would be defined as “word-of-mouth,” “network marketing” or “creating a buzz.”

The Cornerstones of Viral Marketing

What hotmail.com did was genius and very few viral marketing strategies have been able to come up with an equal or bigger success story. Is it tough? Sure! Should it stop you from trying? No!

Accept the fact that viral marketing is not always the easiest way to advertise. Nonetheless, with the help of the six basic elements of viral marketing included in your strategy, your chances for an award winning victory will definitely increase beyond your wildest dreams.

1. The power of “FREE”

It does not matter what you are offering, if it is “Free,” people are interested. Giving things away also works in the virtual world. Free e-mail services, free clip art, e-cards or buttons, free information, are all powerful magnets that will draw in the crowds. Once you have your visitors’ attention, they may grab your freebie, but may also be interested in some of your other products. This is often the case with free software programs. Users like the intro version so much they are willing to buy the upgrade!

A little note of warning: do not try to use expressions like “inexpensive,” “cheap,” or “affordable.” They do not have the same effect as “Free!”

2. Size matters

The longer your advertisement, the more difficult it will be to accurately replicate and transmit. Remember, your message has to be attached to or infiltrated into instant communication methods such as e-mails, websites, graphics, or/and software download. Keep it short, compelling and to the point, just like Hotmail does with its classic: “Get your private, free email at http://www.hotmail.com.”

3. Leave room to expand

To reach many people fast, transmission methods must be easily scalable from small to very large. In the case of Hotmail.com, they were unprepared for such a rapid growth and are now trying to overcome this weakness by constantly adding more mailservers to their system.

What can you learn from this? It is simple! If you are just starting to plan your viral marketing approach, make sure to build scalability into your model so you can keep up with the demand.

4. Exploit human nature

To market your brand properly you will have to figure out what exactly will motivate people to acquire your product. Brilliant viral marketers will take advantage of common human motivations such as greed, the hunger to be popular, loved, and accepted. They will also bank on the urge people feel to communicate with others.

To create a winning viral marketing application, build on common motivations and behaviors. Understand what people want and what they like to share with their friends and family.

5. Use existing communication networks

Most people are social and like to share their thoughts and experiences with others. Every person has on average 8 to 12 people in their close network. These can include family, friends, co-workers, club members, etc. Depending on their position in society and their employment this network can be much larger. Just think of waiters and waitresses, nurses, store clerks, or customer service representatives. Because they are always meeting new people their social network will be much broader.

The most successful viral marketing strategies involve the infiltration of existing human networks, as well as the online relationships that have developed throughout the years. If your message is compelling, funny or interesting, believe me, it will jolt like a lightning bolt throughout the Internet community, jumping from one network to the next.

6. Using all possible resources

Do not limit yourself to one resource for your viral marketing strategy. Use all the options that are presented to you. If you are a writer, publish a few articles for free in someone else’s newsletters and if you are a graphics designer share some of your work too. Also, take advantage of affiliated programs that routinely insert ads in highly visible and related websites. Whatever options come along… use them! The more your name, face, credentials and brand is published, the sooner you will become a star!

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