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Viral Marketing Initiatives

Viral Marketing Initiatives

Viral Marketing Initiatives are Like Employer Branding
Online marketing efforts are crucial for most organizations as they complete with dozens, hundreds, thousands, or in some related industries, even millions, of other organizations to spread their message, to reach the consumer, and to hopefully, engage him or her to purchase their services and products. A great deal of money, time, and sweat is spent to accomplish these goals.

Viral marketing is the concept of your targeted consumers spreading your message for you to family, friends, coworkers, and other connections, who then continue to spread your message (Trigg, 2014).  It is a powerful example of the power of social media and the online presence that never sleeps.

Here are five recommendations for a successful viral marketing campaign according to this Entrepreneur.com article (Trigg, 2014):

1. Let sharing benefit everyone: Providing an incentive for people to “care to share”, whether discounts, benefits, or special features for both the “sharer” and the “recipient”, will increase the chance people will promote your message.

2. Give sharing an emotional value: In today’s busy lifestyle, we can lose the personal connection that we once had with our family and friends, so creating an opportunity to be personal – even if through social media – rekindles the emotional connection that will increase the chance people will promote your message.

3. Make sharing the purpose of your product: Millions of people love to be immersed in social media and share thoughts, experiences, photos, advice, and more, so give them a reason to share your product or service with their following.

4. Align your product with a powerful idea: Choosing a social movement, such as promoting self-esteem in teenagers or responsible consumerism for our environment, is a way to create a valuable impact and influence society by deemphasizing your actual goods or services and emphasizing your values and beliefs. It can be risky because not everyone will agree, but even those that don’t, will likely pass on your message through engagement.

5. Use social proof if your product has a perceived risk: Encouraging consumers to share their experiences and creativity with your goods or services with videos, tweets, and other online audiences will help spread your message and reassure people about your brand.

While viral marketing is traditionally focused on the promotion of goods and services, the concept can be applied to employer branding just as easily.   Here are the five recommendations above for basic viral marketing that can be applied to your employer branding strategy:

1. Let sharing benefit everyone: Give your employees a reason to share the benefits of working for your generous company with dual referral bonuses for both your employee and his or her referral.

2. Give sharing an emotional value: As noted above, it is easy to lose the personal connection, so give your employees a chance to connect by organizing fundraisers and offer paid volunteer opportunities to support the community.

3. Make sharing the purpose: Show your employees that you value them and their thoughts and ideas, by encouraging the sharing of information, ideas, and knowledge within your organization, whether in person, in team meetings, or on your organization’s intranet.

4. Align with a powerful idea: As noted above, choosing a social movement is a way to create a valuable impact and influence society by emphasizing your values and beliefs. By involving employees in the process – from which social subject to the promotion – shows them that corporate social responsibility is an important element to your organization.

5. Use social proof: Encourage employees to take work time to post stories to moderators about their proudest customer experiences and work experiences for your website or blog.

Employer branding is very much like brand marketing as it takes your inherently valuable characteristics and it promotes them to the external environment.  Branding and marketing are successful when you are genuine, have defined values, offer a unique concept, and are able to create a vision that appeals to expectations and needs of your target – whether consumer or prospective employee.

Reference: Trigg, M., (December 15, 2014), Entrepreneur.com, retrieved: https://www.entrepreneur.com/article/240893





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