Viral lead generation
Viral marketing is word of mouth marketing that takes place online. It works when individuals pass on interesting or useful information to others. They then tell their friends and so the word spreads - like a benign biological virus.
For years bloggers carried out highly personalised online conversations almost in isolation, but social networking has changed all that and blogging has returned to centre stage for business promotion.
Viral advertising is a one-to-one conversation that can be replicated hundreds or thousands of times on the internet via email and the like. Contrast this with offline networking where speaking to ten people in an hour is considered good going.
The key word is conversation. Any hint of hard sell or corporate speak turns listeners off. A viral message may be oblique but has to strike a chord. Most campaigns require a bit of priming with PR or pay per click, or blog commenting to get them started.
The potential for lead generation using viral marketing is immense as new ways of connecting with prospects arise daily. Get it right and your business will be transformed. But it’s a conversation, not a pitch.
When social networking websites link with video sites, web directories, search engines and blog forums, the opportunity to reach thousands of people can happen overnight if your offering is suitably interesting, amusing, unique or just extraordinary. Once it captures the imagination it can go like wildfire.
A word of caution. One whiff of corporate involvement and your campaign is history. Networkers don't appreciate corporate marketing and see it as an invasion into their world. But you can still do it subtly over time.
Make it happen.
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