VIRAL MARKETING AND NEW BUSINESS
If you depend on a sole source, such as search engines, to generate new leads and new business, you’re on dangerous ground. Many businesses have gone belly up because all their eggs were in one basket. Search engines are too fluid and too volatile for consistent organic results.
For example, Google search algorithms are changing daily concerning how website results are displayed.
In other words, today, you may have the #1 position on Google for various search terms, and tomorrow you may find yourself on page 50.
Your business development efforts should use an integrated approach that combines at least two communications tools. Internet search engines are one, viral marketing on the internet is another. Here are a few sure-fire ways to get customer attention.
TARGET A LOCAL OR REGIONAL NICHE
Target a local or regional niche that you have serviced. If you service or sell to the military, obtain emails from military and military-related clients to create an email list. Fifty or more emails will do. On the other hand, if you are not collecting customer emails, then start now.
SEND EMAILS TO CUSTOMERS
First, build your email list. Your email list should contain current customers and customers who may have reached out to you for services or products. Next, write something of interest—an informative article, product sale, or upcoming event. Finally, post this online and send your marketing email on a bi-weekly or monthly basis.
CUSTOMIZE YOUR EMAIL CAMPAIGN AND SEND IT
Here is a more specific example of a viral campaign
This client offers luxury automobile leasing programs to busy professionals. They have various clients in the professions of communications, finance, advertising, medical, and legal. They wanted to acquire new medical and attorney clientele in their geographical sales area. We first went to the Super Pages and searched Doctors / Virginia Beach, Attorneys / Virginia Beach, and other regional cities. Super Pages list a website and email address in most cases.
Next, we then created a graphic email to target each group. We DID NOT emphasize any part of “selling.” Instead, we emphasized the cost savings and tax advantages of leasing. This is a soft-sell. Also see: What is the best Email Marketing System?
Viral marketing and new business techniques can be applied across many business verticals.
GENERATE CURIOSITY OR INTEREST
All of our service or sell to a niche market in one way or another. The key to new business or continued business from existing clients is to promote what you do either directly or indirectly. Other ways of soft-selling are to generate electronic newsletters, articles, and electronic flyers. You have to spread the news and create a buzz.
POST TO GOOGLE MY BUSINESS
If you have a Google My Business listing, you can post your articles, events, and promotions for FREE! If you do not have a GMB listing, then you should get one!
That’s viral marketing.
Also see: Monitor Your Web Site
ABOUT RICK VIDALLON
Rick Vidallon is President of VISIONEFX, a Web design company based in Virginia Beach, VA. They provide services to national companies as well as small to medium businesses throughout the United States. Reach Rick at (757) 619-6456 or firstname.lastname@example.org.