Pivoting with Viral Marketing during the Pandemic with Sean Feiring
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What is viral marketing
Grassroots Digital Marketing Studio presents the 2nd Episode of the GDMS Podcast.
On this episode, we discuss the following:
- How baby Yoda was designed to go viral, and just how effective viral content is
- How use Facebook ads effectively in our Marketing Minute with Matt
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We also had an in-depth interview with Sean Feiring, Director of Revenue at Caroo.com where we discussed:
- Going through a major business pivot due to the COVID19 Pandemic
- How he uses data analytics
- Some of his favorite digital marketing tips
- How effective Social Listening is to a business
Viral Marketing Definition
What is viral marketing? For business purposes, viral content is spreading information about a product, service, or your business online. The most common form of this type of marketing is through social channels online.
The goal of viral marketing is to entertain, inform, or inspire people to share with their friends, family and anyone else. The more viral the content is the more awareness is created for your brand.
Glorious Marketing of the week Viral Marketing Campaigns
The goal of viral marketing is to entertain, inform, or inspire people to share with their friends, family and anyone else. The more viral the content is the more awareness is created for your brand.
Viral Marketing Examples
On the Podcast this week, we talk about Baby Yoda, which is a great piece of viral marketing that promotes, not only a show, but also the Star Wars brand. The fact that it went viral wasn’t control, but the production of and release of the character were very much crafted by Disney.
Viral marketing examples have some common characteristics, a strong message, an optimal delivery platform, and the right conditions. If all of these exist you have the potential for your content to go viral. Some viral marketing campaigns just happen, but often there is strategic planning involved.
These campaigns often rely on some visual component, video, images, GIFs, email. Really anything that makes a connection with people and creates a sharable moment.
Shareable is the most important characteristic of a viral campaign.
Viral Marketing Campaigns
Shareable content creates awareness and make it easier to consume and share. What do we mean by shareable? The content has to be something that can be easily understood and digestible. An hour long video would have a difficult time going viral because of the time involved with viewing it.
Social Media has allowed content to go viral at an extremely rapid pace. And ideally, this campaign, if successful will cost very little in resources.
Viral marketing campaigns have a short lifespan, for the most part. You will get a lot of awareness upfront, so it is best to capitalize it when that happens.
Leverage the situation by getting involved in the conversation online, don’t let the conversation take on a life of its own. Your viral marketing efforts can also fail spectacularly, as the content is shared and altered, overplayed, or misconstrued. The campaign can have the opposite effect of what you hoped for.
Viral marketing can be difficult to measure. The effect on ROI might not be noticeably, you might get some great attention, but driving conversions can be hard to do. Depending on the content too, people might not relate it to the core messages of your product, brand or service.
