Is viral marketing a myth? One of my favorite requests from potential clients is, “I want to go viral.” or “I want my brand/company to go viral.” When a prospect demands virality (not to be confused with virility), it opens an opportunity for Alter Endeavors to educate and guide a client towards real digital marketing success, defined by target audiences, conversion goals, and user flow. Viral content has very little control over how it spreads and who it spreads to, thus the name. Going viral can be great, don’t get me wrong, but popularity for popularity’s sake does not offer guaranteed exposure to ideal clients…nor does it necessarily help a brand achieve their financial or networking goals. Instead, what about a rock solid marketing framework with creative, engaging content, reached goals, social engagements and conversion numbers?
First, let’s define what “viral” means. When a YouTube video goes viral, for example, it is being shared organically and indiscriminately and freely, like an infection (hence the name…) Content, whether a gif or video or image or story, goes viral because it fulfills some kind of entertainment value. So, when you bring your brand to Alter Endeavors and say, “I want to go viral,” are you really trying to tell us that you want to lose control of your marketing and branding to the masses for 5 seconds of entertainment? Probably not. I think what you mean to say is, “I want to maximize my brand’s exposure to my intended audiences, driving as many people to my defined calls to action as possible and reaching my marketing and sales goal with the budget I have laid out for these efforts.” If this is what you meant to say, then Alter Endeavors is a great fit for you and your digital marketing efforts. Look at companies like Dollar Shave Club and Squatty Potty. Their unprecedented successes were textbook situations of preparation meeting opportunity, which some folks may interpret as “lucky” and others misinterpret as “viral”. Now, the questions is, how do we help?
You are the expert of your business. We provide a digital marketing framework with a a creative edge that will give your message legs online in the most successful way possible. We thrive at helping businesses manage their online presence long-term through continuing our internal education and adapting to change across all relevant digital platforms. By tuning into webinars, reading industry articles, researching new ways to run Facebook ads or participating in other professional development activities like attending Social Media Success Summit (which I am currently attending), our digital marketing efforts on behalf our clients find the greatest success possible with the intended audience. Simultaneously, we think of new and creative ways to help brands engage with a greater scope of their target audiences by engaging with them through new, creative content.
That being said, don’t go floating off into the stratosphere thinking Alter Endeavors is going to make your business an overnight success. Rarely does a company, especially one struggling to stay afloat, experience instant gratification from our digital marketing efforts. Our primary goal is longevity for your brand, helping to establish your business as a trusted and vested member of your community. Whether your community is the physical area surrounding your business, a defined digital audience, or both, the best way to grow a business is through word-of-mouth. Nielsen’s latest Global Trust in Advertising report finds that 92 percent of consumers say they trust recommendations from friends and family above all other forms of advertising. A flashy video or the best ad copy isn’t going to help you grow sustainably, building a relationship with customers and having those customers share their experiences with others over and over again will. So, how can you build credibility online?
Through maintaining a consistent social presence, you can remain top-of-mind with current and potential clients, build relationships, solicit reviews, address customers who had a less than stellar experience, feature fan-generated content, thank fans for engaging with your brand, send Catch Engine surveys to drive positive online reviews (and manage bad customer experiences), gather data and intelligence on your topic area, and more. The strategy we recommend for your business will be tailored to your industry, community and needs.
Our ideal client, those we have the most success with, are other salt of the Earth folks who pursue their brand with passion and integrity. Join us in growing your brand in a sustainable and ethical way. Want to get started, contact us!