( part 3) Tips for Viral marketing

Viral marketing” is basically word-of-mouth/referral marketing via the Internet. From emails to video clips and games, marketers have developed this strategy with sometimes exponential results. As Thomas Baekdal, an internet coordinator, says, viral marketing usually has “500-1000 times greater impact than what you get from regular advertisements.”We’ve gathered some information on the pros and cons of viral marketing, along with tips on making it more effective for you as photographers.
 
Concentrate on the content…the story


Yes, you want to create a strong emotion (strong enough that the readers want to share it with others). However, creating a mini advertisement is not going to do that by itself. Consider the consumer-created ad clips on major company websites (such as Doritos’ contest for the Super Bowl commercial). Those clips were shared on YouTube and other places, not for the product,but for the humor and the people behind the clip.
 
Be careful when you ask readers to forward something
Although you can (and probably should) remind readers that they are free to forward your
message on to others, remind them to send it only to those they believe would be interested.
Otherwise, it could be interpreted as SPAM by some unsuspecting recipient who is not interested in photographic services at all.
 
Keep your brand image clear
While the “story” should be the main focus of the email/clip, you should still include your company name, logo, and contact information. It both lends credibility to the message and makes you more recognizable, especially to those who don’t know you personally…as may well be the case if the message is forwarded on.
 
Make it sharable
You want the message to be forwarded and shared beyond your own email list. That means you have to make it easy to share! Make sure the content is easily downloadable or copied; allow links to your website; allow publishing on YouTube and other networks; and so on.
You may even want to connect the message/clip with a blog (whether new or created). This can serve several purposes: One, customers can talk about it on your own site. Two, new people (recipients of viral marketing) can learn more directly from your current customers. And three, people can talk directly to you!
 
RESOURCES

Baekdal, Thomas. “7 tricks to viral web marketing.” Baekdal.com. (November 23, 2006)
http://www.baekdal.com/articles/Branding/viral-marketing-tricks/.
Partner, Lynda. “Viral Marketing, Email Style (part one of two).” MarketingProfs.com. (October 8, 2002)
http://www.marketingprofs.com/print.asp?source=/2/partner1.asp.
Partner, Lynda. “Viral Marketing, Email Style (part 2).” MarketingProfs.com. (October 15, 2002).
http://www.marketingprofs.com/2/partner2.asp.