A Quick Recap of Non-Viral Marketing Channels
- Press and PR – Using niche and large press outlets to get your product in front of a large audience by creating a story surrounding your product that will be interesting enough for the readers of that publication to drive pageviews.
- Publicity Stunts – Doing something visible to spark high-arousal emotions in the members of the press, causing them all to want to write about you en masse.
- Search Engine Marketing (SEM) – Paying to appear at the top of organic search listings for terms relevant to your product.
- Social Media Ads – Placing PPC display ads on social media feeds of prospective customers, leveraging the popularity and massive data segmentation options social media sites have to offer.
- Offline Advertising – What many consider to be “old school” marketing channels, such as radio, TV, and print. These can be lucrative if you’re certain of the market who will be seeing them, but they’re very difficult to accurately track.
- Organic Search Optimization – Optimizing your product offering’s website or product listing to be more easily and quickly found on search engines and highly-searched platforms.
- Content Marketing – Creating unique and valuable content meant to deliver value related to your product and industry that will attract and be shared by prospective customers.
- Email Marketing – Acquiring a new list of prospective customers, or striking a deal to cross-market your product to the list of another complimentary product or service.
- Engineering as Marketing – Building smaller, separate, free tools to help generate leads you can market your product to.
- Promotional Partnerships – Striking mutually-beneficial deals with larger complimentary brands, giving them a vested interest in promoting your brand to their pre-built, loyal audience.
- Direct Sales – Reaching out and contacting prospective customers individually via email, on the phone, or in-person with the goal of having a conversation about your product.
- Affiliate Marketing – Creating a small army of external, commission-based sales reps that you give a healthy bounty for each sale, and or for also recruiting other sales reps as affiliates.
- Niche Search – Optimizing your product’s listing for visibility on online marketplaces, with the goal of capitalizing on the marketplace’s open viral marketing efforts.
- Live Events – Creating, sponsoring, or participating in live events such as trade shows, speaking engagements, networking events, or meetups with the goal of exposing new prospects to your product.
- Community Creation – A hybrid mish-mash of a variety of different viral and non-viral channels revolving around building and facilitating a community of people with a common interest complimentary to your product.
- Niche Marketing Channels – Additional marketing sources such as acquisitions and open-sourcing that aren’t appropriate for every company, but are VERY appropriate for a select few.
In ConclusionNow that you’ve been educated on how to build and optimize your viral marketing engine, you should strive to view every non-viral marketing channel through the lens of a viral growth engineer. To help, ask yourself this:
Through the context of my viral marketing engine that I’ve worked so hard to build, how can I now make it more obvious and valuable for the users I acquire through non-viral methods to bring others back to my site?Remember, the more effective your viral marketing engine is, the more of a “discount” you can get on the cost of your non-viral marketing (via your amplification factor). So answer wisely. But I know you will, because you’re basically a Viral Hero . . . almost.
What’s NextYou didn’t think I was going to end there did you? That would be anti-climatic. You’ve the learned the basics. You created your viral engine. And now, you’ve successfully fueled it. What’s left? To take it out for a test drive of course. Learning how viral marketing works is one thing. Understanding how to best use non-viral marketing tactics is another. But predicting virality’s impact is a whole different beast. That requires the powers of a true viral superhero. So let’s put on our training capes and take a glimpse into the future to see how viral marketing will help your business.
How Do You Project Viral Growth Over Time?
- Cycle Time: What the Primary Defense Mechanism of Rabbits Can Teach You About Growth - March 15, 2016
- Viral Infection: How the CDC Can Make You a Viral Marketing Savant - March 4, 2016
- Viral Communication Marketing – How Apple, MailChimp and Hootsuite Used Hotmail to Inspire Explosive Growth - June 25, 2015