Creating ‘buzz’ or a sense of excitement about your business is the old ‘word of mouth’ technique on steroids. You get people talking, blogging, tweeting and chatting about your business constantly. The buzz can be created around something newsworthy that is happening in your industry or community. For instance can you solve a problem based around another story? You can generate some buzz by using that story as leverage for your marketing. The point of buzz marketing is to create links, traffic and establish your branding in an unconventional way.
Post your intoxicating video or article on the web through every channel you can think of! Now this needs to be an outstanding video – funny, intriguing or fascinating so the Internet will pick it up. Let bloggers know about it, link to it everywhere you can through your posts, emails, forums and website. Write about it and feed the hype, create the buzz!
YouTube is a marketing phenomenon and posting a video here can result in a massive amount of attention to your website. Your video can tell customers why they need your products or services and show them how it works and can benefit them in some way. You can use your video in all sorts of places, not just on YouTube.
Here are a few rules to abide by so you get the best video for your business.
- Take the video using a digital video camera and edit with iMovie or Windows Movie Maker. You can add text and special effects using these.
- Keep the video to less than 3 minutes. This is generally the best amount of time to keep a persons interest. Make a series of videos if you feel the need to say more.
- Title your video appropriately – this is important as it’s all your prospects will see before they chose to watch it. Make the description clear, unique and specific. Also make the text blurb accurate so people searching can identify it easily.
- Market your video through all your networks. It will take time to get momentum but persevere and you should see results. Link to your video through your website, emails, social networks and post on blogs.
Viral marketing is generally known as getting others to spread the word of your business for you. Similar to Buzz Marketing it uses the same principles but you are not getting people excited about your business, you are just spreading the word by natural process.
- Techniques used to encourage the viral response include free samples, give aways, free ebooks and limited free offers. You can run competitions which can increase the traffic to your website and even make people sign up for your newsletter before they can enter. Encourage others to sign up to your mailing list for periodical emails and to keep abreast of new competitions that you will be offering. Post your freebies and comps on websites that will do the work for you.
- Posting gossip or rumors on your blog is another example that can create a viral marketing campaign, this is also called ‘link baiting’. People begin talking and sharing and linking to your post. Be cautious when posting this kind of information, don’t post anything defamatory or untrue as this can backfire and ruin your business.
- Here’s one example of a viral marketing campaign. The $39 Experiment – Tom Locke sent off 100 letters to companies simply asking them for free samples. He then recorded his responses on his website and the viral marketing did the rest.
Unfortunately this type of marketing is prevalent today. You know the style, the company has the biggest and best in the world! They are the biggest selling company in the state and have won more awards than you can poke a stick at. They turned over a million dollars in six months and are planning to expand into Europe this year! Yes? Well, that might all be true but what do they do for their customers? Are the customers number 1 or is it the company themselves? Do they have loyal, happy and genuine repeat customers who recommend them to their friends?
Ego marketing also applies to small businesses who make themselves look bigger and more important than they actually are. This can be a serious flaw if customers find your website outstanding and then are disappointed when they turn up to your shop or premises to purchase and the place is poky and quiet, or they purchase online and find the product unsatisfactory or the service terrible. This will result in negative word of mouth comments and a loss of future repeat business. You’re cutting your own nose off to spite your face!
Here are some rules to make sure you don’t or aren’t ego marketing.
- Focus on your target market and what they need from your business and how you deliver this to them. The language you use to convey to this market is worth considering. Is your content focused on their ‘hot buttons’ or are you simply pacifying your own ego?
- Don’t forget the goal of your business or website. Is the goal of your website to generate leads for your business, sell directly to customers online or provide a future service? Focusing on this will make it less likely that you will be focusing on yourself and the business.
- Make sure the text on your website reflects what you are trying to do. People really don’t want to know everything about you or the company, they want to know what you will do for them, how you are going to solve their problems. Read through your text and note how many times you use the word ‘we’ and ‘us’. Change these to ‘you’. Also note the relevance and interest the text has in describing your products and services.
If you want to build an ongoing, substantial business that will grow and stand the test of time then forget ego marketing, it will eventually destroy your business.