Archive for May, 2011
Going Viral
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The concept of viral marketing is nearly as old as the internet itself. The idea is that, much like a computer or biological virus, viral content can “infect” users and make them more likely to pass it on to multiple other users. Those users in turn pass the content on to even more users, and pretty soon the content is all over the internet.
Large corporations with big advertising budgets have seen the value of viral marketing. Many have put a great deal of money into creating funny, controversial or engaging content and getting it started on a viral path. Think Old Spice Guy. But plenty of average internet users have created viral videos, graphics and blog posts. So for small business owners, going viral is certainly attainable.
Some things do go viral completely by chance. But there are certain steps you can take to help your content go viral. Here are a few pointers.
1. Plan your content carefully. You don’t need the fanciest equipment or the most sought-after writers to have content that is worthy of going viral. But you do need to know who your target market is, how you can best speak to them, and what it is you want them to do. If you don’t address these things to some degree in your content, there’s no point in trying to go viral in the first place.
2. Consider doing a series, either of articles, videos, presentations or podcasts. Content that is frequently updated is more likely to go viral than a single item. And those who see one piece of content can easily find more, giving you multiple chances to make an impression.
3. Keep quality at the forefront. Avoid misspellings, bad grammar and poor execution.
4. Leverage your social network. Add your content (or links to your content) to your Facebook page, Twitter posts, blog posts, and any other social networks to which you belong. If you don’t already have a social network, however, don’t just create one and start promoting your viral content from the get-go. You need to get active on any given site first, and promote other interesting content without an agenda, before you go promoting your own.
5. Join forums that attract members of your target audience. Make friends and share your expertise without trying to do any overt marketing. Most forums will allow you to add links to your signature line, and if you contribute regularly to the discussions, other members will click on those links to learn more about you and what you have to offer.
Getting content to go viral takes some work in the beginning. However, once it’s started, it’s rather self-perpetuating. Continue creating content to capitalize on the previous content’s popularity, and prepare yourself for the flood of new prospects coming your way.
Squeeze Pages That Get Results
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You’ve probably heard that when it comes to internet marketing, the money is in the list. This saying is nearly as old as marketing itself, but it still rings true. While a great website and killer sales copy will certainly increase your chances of making the sale, your mailing list gives you the opportunity to keep reaching out to those visitors who do not buy right away.
When it comes to list building, a great squeeze page is your most powerful tool. The concept of a squeeze page is pretty simple. It essentially consists of a small amount of copy and a form where visitors can enter their names and email addresses.
But simple as it sounds, you can’t just throw up a few words and a form and expect people to relinquish their contact information. They need an incentive. Here are some ways to provide a compelling incentive:
Keep it short. A good squeeze page packs enough punch for visitors to decide whether or not to opt in into just a few sentences. If you’re going to present them with several paragraphs to read, you may as well just send them on to your sales page.
Craft a compelling headline. Since the squeeze page is short on content, it needs to be persuasive. A great headline can help you accomplish that. Use descriptive and powerful language that will get the reader’s attention and make them want to learn more.
Avoid adding unnecessary links. You’ll need a link to your sales page so that those who prefer not to subscribe can still get to it, and a link to your privacy policy. But adding other links will only take attention away from the opt-in form.
Give them a good reason to subscribe. Just like a sales page, a squeeze page should highlight the benefits that subscribing can offer them. Tell them how you can solve their problems or make their lives better.
Give your subscribers something for free just for opting in. It could be a special report, an email course, or even a coupon code good toward future orders. Some may subscribe just for the freebie and then opt out, but others will see what you have to offer and stick around.
Be willing to change what doesn’t work. If your squeeze page isn’t converting as well as it should, some minor changes could make a big difference. Try changing your headline and see if that increases your conversions. If not, try a different free gift. Just make sure to make only one change at a time – if you completely rework your page, you’ll never pinpoint the problem and could end up wasting a lot of time.
Your squeeze page can make a world of difference in your profits. By enticing your visitors to opt in, you give yourself multiple opportunities to make the sale instead of just one. The time it takes to craft a powerful squeeze page is definitely time well spent.
