Jun132006
Viral marketing works. And you can do it too.
Filed under Blog Trends,Marketing,Public Relations by Michael Klusek at 12:33 am on Jun 13 2006
EContentMag.com: Anatomy of a Viral Marketing Campaign.
Communicating with target audiences through Web content initiatives is also an extremely cost-effective form of marketing. If you’ve got an hour or two a week to devote to it, a blog is virtually free to produce. Contrast that to, say, an expensive direct mail campaign. Other forms of marketing also take time to produce, but cost tens or hundreds of thousands of dollars to execute.
As much as I rant about Web content as a viral marketing tool on the speaking circuit and riff about it on my blog, I’ve never had detailed insight into the specific metrics around one viral marketing effort using Web content—until now. In mid-January, I put my marketing money where my mouth is: I published a complementary ebook, The New Rules of PR: How to Create a Press Release Strategy for Reaching Buyers Directly. Since then, I have been happily watching the wave of interest from this effort and am amazed by the metrics. If the results I’ve achieved are any indication, Web content, particularly in the form of ebooks, is one of the best viral marketing initiatives today.
My ebook, The New Rules of PR, is about how the Web has changed the rules for press releases (though most old-line PR professionals don’t know it yet). Today, savvy marketers use press releases to reach buyers directly. While many marketing and PR people understand that press releases sent over the wires appear in near-real time on services like Google News, very few understand the implications for how they must dramatically alter their press release strategy in order to maximize the effectiveness of the press release as a direct consumer-communication channel.
This is an excellent read. Get your copy here.
