When used on the Internet, the concept of “creating a buzz” goes by the name “viral marketing.” The metaphor goes like this: a message spreads from prospect to prospect like a virus, thus opening the door to exponential growth and dissemination.

Take for instance Hotmail.com, which began by offering free email accounts. On every email message sent out using one of these free Hotmail accounts, a small line of type was added to the bottom that read, “Get your private, free email at http://www.hotmail.com.” As people used the service to send email to friends and associates, Hotmail’s message was seen by more and more people. Some of these people logged onto Hotmail to sign up for their own free email account. And from there the cycle repeated and repeated, with the scope of the message growing wider with each new subscriber.

For successful viral marketing, as for successful spreading of a real virus, the message must be “easy to catch.” The method of transmission should employ something that your prospects are interested in and can easily pass on to others. Hotmail used free email accounts, but you could offer a free article, a free software trial, or other free or deeply discounted products or services that your prospects will enjoy.

You’ll get the most bang for your buck if your message doesn’t strain your own resources as it grows. Hotmail’s weak spot was that it required email servers provided by Hotmail. As more people signed on, more servers had to be added. But if you distribute a PDF that others will pick up and host on their websites or send via their email accounts, your message will cost you nothing.

Try some of these principles, and you’ll see how powerful a message can become when it spreads independent of your efforts — and takes on a life of its own.

Tags:

This entry was posted on Wednesday, January 10th, 2007 at 5:20 pm and is filed under Tactics and Techniques. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.