How to create a marketing virus
Marketing Virus is a required component for any digital marketing campaigns to go viral. I have seen many businesses trying to execute marketing campaigns and pray for them to go viral. If your campaigns don’t have properties to go viral, it probably won’t go viral. It’s as simple as that.
It’s like you are not sick but still trying to sneeze to make other people sick
If your business doesn’t have big marketing budget as your competition, if you are a lean #startup trying to scale and acquire more new users — Creating your own marketing virus is probably the best bet.
Properties of Virus (Marketing Virus)
Marketing Virus is a component or strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
This means that any call to actions that you create which could be a button on landing page will have an element where people are encouraged to share the content to their friends for a defined value proposition. For example refer the image below.
Now the people who have filled out the form or clicked the call to action will now share your marketing message to more of their friends or colleagues. At MaaxMarket we have created the above component — which we aptly call — “Marketing Virus” that you can use it in conjunction with your marketing campaigns. You can access the virus at http://referral.maaxmarket.com
Now let’s take a look at how we can create a viral marketing campaign with the help of marketing virus.
Step 1: Create a marketing campaign
A marketing campaign is a common theme in terms of content and messaging that you would like to send it across to your customers. Marketing campaigns can be executed either as email, social media or paid advertising campaigns. Let’s assume we are now creating a social media campaign to announce the launch of a new product.
You would typically get the messaging jotted down that needs to be sent across social media. Once the messaging is figured out, you will now have to create a landing page. The landing page will typically look like the one below where you collect the email address of the people interested in signing up for your product
Step 2: Configure Marketing Virus
Once you have the landing page created, you can now configure the marketing virus. This involves the value proposition one needs to provide in order for people to start referring their friends. This is crucial. People will only refer other people if they believe there is mutual benefit both for the referrer and the referee. So make sure the value proposition that you offer is really enticing and appealing for people to refer your product. It could be as simple as offering your product free for 3 months or providing some monetary benefit. This is the key to many big companies success like PayPal and Uber. If you remember in early days of PayPal, they used to offer $20 if you refer someone and the person who got referred would also get $20. Likewise they built a $60M referral program.
So create a compelling value proposition for people who is going to share your message. You also need to have a definite number of people that you typically require one user to share. For example, you can say that a referrer gets value proposition ‘X’ if they refer ‘Y’ number of people.
Once the marketing virus is configured, you can now prepare to inject the virus on the landing page.
Step 3: Inject marketing virus
Based on our internal statistics, 30% of your incoming leads typically be happy to refer their friends if they find the value proposition compelling. Creating a unique URL to share in facebook and twitter is the best strategy to maximize more number of people signing up for your product.
Step 4: Bring in Leads and see the marketing virus in action
The last and final step now is to bring in the leads to the landing page. Like I mentioned earlier, 30% of your incoming leads typically refer. If you set the limit ‘Y’ (Number of people to be referred) to be around 5 (for example), then you really now have the potential to grow you lead base tremendously. There are some places where you can get your initial set of leads for FREE like Hacker News, Beta List etc… You can now start promoting your product there and try to bring in your initial set of leads.
For example, let’s say you have got 100 leads that you drove to the site from social media marketing, now 30% of those 100 leads refer 5 of their friends. This will now lead to 30 leads now referring 5 more people which leads to 150 leads. Now 30% of 150 leads will refer more ‘5’ more people and thus you have now created a true viral effect in marketing thereby maximizing the number of leads that you have obtained.
At MaaxMarket we always used to experiment with Growth Hacking techniques and this concept is something we have personally used and it helped us with gathering 3X more leads. We have now made this feature a part of MaaxMarket and offering it for free. You can try this for free and get started with MaaxMarket quickly.
We are also hosting a webinar where you can learn more about the Marketing Virus. Register to this webinar for FREE using the below URL.