While marketing RolePlayGateway, one of the things we considered was the "virality" of our approach. Viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. We're going to guide you on the road to a truly viral campaign.
A successful viral push can be launched simply by following three simple rules.
- Don't spend everything you have on a single campaign.
- Don't rely entirely on one vehicle of viral marketing.
- Be different from everyone else; stand out.
While we're not nearly viral enough, part of our success so far has been the evangelism of our passionate users. And there you have it, one of the most important keys to successful viral marketing:
Passion:
Users who are passionate about your service, your community, or your site. They will propagate, they will evangelize, and ultimately will generate more passionate users who will do the same thing for you. Dawn Anfuso calls these members Boomers - and it is important to not ignore them.
Make it easy for your users to share. Make it hard for them NOT to share. Add a feature on your site that encourages them to send an email to their friends about the service. Add blocks where they can copy and paste code straight to their social profiles on sites like MySpace, Facebook, and Bebo. Jeanne Jennings wrote an amazing article on Optimizing the "E-mail This" Marketing Opportunity, and I'd recommend you read it and implement the things you learn from it.
Widgetize:
On that note, we arrive on one of our most powerful vehicles for viral marketing: Widgets. The list of sites that you can infect with widgets are endless. From iGoogle to individual sites, widgets encourage users to put your tool on their page. Be sure to incorporate other techniques here: Include encouragement to share it. Make it easy to post elsewhere and share.
One of the items that RolePlay Gateway could utilize to great success is the concept of game trailers. Many of the games on RPGateway are text-based, and have no real graphics. However, most of these games have amazing storylines, storylines which could be utilized to hitch audiences, or at least entertain them. Flash-based videos, or trailers, with pivotal content, captivating video and audio, and viral marketing elements such as "Email this!" or "Share This", would be an amazing leap forward. Take a look at how YouTube's video player works. Such trailers could even be uploaded to social networking sites, like YouTube and Google Video, and shared to millions of users with a touch of viral marketing magic.
Juice It Up:
Include your URL everywhere you go. Facebook, MySpace. Everywhere. This generates user authority, even if the site you are on has nothing at all to do with your target market. Cross sections are a beautiful thing, and even if you don't get a drop of link juice in comments, market saturation is a very important, yet delicate, part of viral marketing.
Maintain a presence on every social networking site you can sustain. Extend your campaign to all of them. Create social groups for each of these sites, and publicize them. The more targets you hit, just like investing, the less committed you are to that particular market. Your assets are distributed, and while the workload may be unfathomably difficult (keeping up with so many social networking sites sucks... that's why we have ProfileLinker), the potential for success is incredible.
Reward:
Another option is to provide tangible rewards for marketing. This can be in the form of prizes, such as in a contest, or to individual users. Incentives are very powerful, and drive many users to promote where they'd be otherwise apathetic. Things can be very simple, such as giving them tokens or credits, to very expensive, such as providing real cash per referral. This is probably the most effective, albeit expensive, method of encouraging users to infect others.
Don't Stop.
Don't set these actions in motion and then hope they work. Get involved. Comment on profiles. Reply to messages. Enhance your viral effect. Make it tangible. If users can see that there is a real person there, they will be a lot more enthusiastic and encouraged to participate, and your viral marketing campaign will be more successful.
Other Resources!!!
Web Marketing Today has an amazing list of resource articles that are sure to help you build your campaign.
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