All too often you see companies chomping at the bit to create “Viral Marketing” campaigns. They want an explosion in growth and think this is the only way to get them there. More often than not, brands end up wasting a lot of time and money on a project that was doomed to fail from the start.
In this article we will examine some of the classic mistakes that brands make when trying to go viral. We’ll also be presenting some ideas on where to begin and giving you a few tips to help your marketing campaign be more successful.
The Best Ways to Throw Your Money Away
More often than not, when execs hear the term “Viral Marketing” a lightbulb goes off. They see the end goal — a huge expansion in product volume driven by the consumers…also known as free growth. The unfortunate reality is that only a very, very small portion of these campaigns will go Viral. It’s the digital equivalent of hitting the state lottery.
Some of the common mistakes that we have seen:
- Viral is used as a tactic rather than an element of an overall product strategy
- Trying to tack on “Best Practice” strategies when it isn’t really clear how users communicate through your product
- Saying “Just add a share bar!“..no, no that’s lazy.
- Products that add no inherent value to the user (not the internal marketing team) try to push features people don’t want or need
- Pushing a campaign and not measuring its success at every step
- Not performing A/B tests to fine tune a campaign
- Products who weren’t meant to go viral, trying to add in a bunch of “viral” features like forced sharing to read content
- Giving too much information from the start and confusing people
- And finally: not identifying the target market before trying to make it go Viral
Now the obvious question — how do you avoid all of these mistakes?
How to Fix Your Viral Marketing Mistake
Have questions or comments? Let us know below!