We talk a lot about viral marketing as having a mysterious, artistic element that includes a certain chance factor to trigger “virality.” However, there are software and services that allow marketers to create this virginity, to trigger it mechanically. result ? Rapidly increasing visibility, MASS lead generation. Read this article to understand how to set up your viral marketing machine…
Do you know who contributed to the success of the Dropbox storage platform?
In large part, it’s their “automatic” viral marketing.
Indeed, their sponsorship system (still active today) allows users to earn free storage space for every sponsored person who registers with Dropbox (even for creating a free account, subscription without membership).
So even users of a free Dropbox account with storage limited to 2 gigs are given the opportunity to promote the service, in return for which they will earn +0.5 gigs of free storage for each referral. Smart, and very effective.
Is this some kind of affiliation? No, not really, because here, it’s not about a third person promoting Dropbox to get remuneration, but many innumerable Users or customers of this Platform who promote themselves.
Looking at this example, we understand that it is ultimately the company Dropbox that itself was the architect of this viral system.
Where is the luck factor here? no where ! Everything is thought out, organized, planned for this purpose.
Now you’re going to tell me that you don’t have an army of developers at your service to help you plan and program such referral/reward systems…
But rest assured, you don’t need to. In a moment, I’ll explain how to easily achieve this on my own.
But first, let’s try to discuss the strategies available to you based on your products or services.
Based on the example of Dropbox, we can understand that the key is to find the “gift” or “reward” that you are sure your customers and prospects want. And it is important to include PROSPECTS here as well.
Why ? Of course for virginity! Not all Dropbox users are subscribers, as they do not have paid subscriptions, but use the service with free functions. So these users are potential, but they may also sponsor other users as they are an integral part of the viral system set up by DROBOX.
For your activity, you should have a single approach: What can make your customers and prospects happy?
Ideally, you should be looking for a reward that you can multiply, or “share” to infinity, without spending much. Because really, if Dropbox offered 100 GB of storage instead of 0.5 for every referral received, it would be great for users, but not for Dropbox, which would only cost a lot of new customers a lot. will recover!
Take a blank sheet of paper and take 10 minutes to think about what types of rewards or compensation might suit your customers and your prospects.
Then, to help you generate ideas for your activities, here are concrete examples, available in a variety of formats:
“lottery” format
The “lottery” format probably works best for physical products, but can also be used for non-material products.
The principle is to set up a lottery so that for each sponsored godson (the new person entering the lottery), we earn a point. At the end of the lottery, the person or persons with the most points has won.
The prize will (or will not) be the physical product to be won. These batches should include products (or services) that are relevant to attracting new users who have a genuine interest in your products, and are therefore likely to buy in the medium term.
So if you manage an online store of luxury leather products like belts and fashion accessories don’t miss out on winning the latest iPhones! There is no connection and “everyone” will want an iPhone, but not necessarily a belt or a luxury handmade leather bracelet. Grow Your Email List Yes, but with interested contacts.
In my example from a luxury leather goods store, it seems more relevant to offer 3 prizes to win with a handmade and personalized leather belt.
But we could have done better, because in the event of a lottery, you have to compensate for the low chance of winning with an “extremely” lucrative gift, a real jackpot, what! So one belt may not be enough, you have to go all out, probably to offer many products in Lot perceived value increase,
Don’t be afraid to give nice gifts, it determines your lottery success, and tell yourself that in the end only the first 1, 2 or 3 people win… not the others.
What to do with lottery losers?
Losers have registered for your lottery with your e-mail address, so you can contact them again at the end of the lottery to ask for, for example, a small reduction voucher that dried their tears. Will give… and generate you revenue.
- Disadvantages of this strategy
This is also what makes it its strength, it is a one-time, short-lived event, which must be repeated several times a year, and requires many times to invest time, organization, energy.
- Benefits of this strategy:
Well, since this event is short-lived, it may further stimulate those interested, and facilitate sharing. It can also make it possible to “cast a wide net” and mobilize many people at once, as it is potentially win something, Absolutely nothing to spend.
“voucher” format
You can also give a voucher or a promotion code in exchange for sponsorship. If someone (godfather / godfather) recommends a friend (godson) to participate in your sponsorship program, and the friend registers with their e-mail, the godfather / godfather will receive a voucher (or promo code) wins.
You only want to give a gift after sponsoring a total of 3 or more referrals? No problem ! Most viral campaign creation software allows this.
- advantage of this strategy
He is everlasting! This means that it works full time throughout the year. You set it up once, and it runs on autopilot. So it is saving a lot of time and energy. But be careful, any campaign requires adjustments and improvements. The risk of not touching it after a month and not improving it now is real.
- Disadvantages of this strategy
If you have a large customer database (e-mail list), this solution may work. In fact, your existing customers are more likely to be interested in vouchers or promo codes than strangers.
But conversely, if your client/-tes database is not large enough, the virality of your campaign may be limited. The voucher or promo code is actually much less attractive to someone who doesn’t know the brand yet, and has never had the opportunity to place an order.
“milestone” format (milestone)
Here again, for each new referral, it will be possible to earn 1 point. Then, we can define “milestones” associated with a certain number of points. For example, the first milestone by 3 points, the second by 5, then 10, etc.
At each milestone, the Godfather/Elder wins a bounty, a gift.
The participants’ interest is piqued by highlighting the various milestones and prizes to be won from the start.
A little advice, with this format, I recommend giving a small gift as soon as you get the first issue (the first sponsorship).
Why ?
First, it assures participants that the system works well and counts the points well (very important!).
Second, it gives them a sense of immediate accomplishment, and motivates them to keep going without waiting.
- advantage of this strategy ,
Encourages participants to promote the system as they move up the ranks.
- Disadvantages of this strategy ,
The main downside is that it’s not always easy to find multiple rewards or gifts to associate with the milestone. But with a little creativity it is possible!
Tools and software available to run viral marketing campaigns
If you’re looking to set up your viral campaign, you’re probably asking yourself a lot of questions: where to start, how to organize yourself, what tools or software to use?
Regarding the software that allows you to create these viral campaigns, the most famous and complete are probably the up-viral or viral loop. Viral Loop provides the advantage of very good guidance in choosing the type of campaign with examples of use cases.
Kingsumo service is an interesting and very economical option, very well done and simple, but limited to lottery format only.
Seeing the offerings and functionalities of these different services will also help you in realizing your project. All that is left is to implement and take action!
If you have any questions about setting up your viral marketing campaign, advice on organizing your strategy, leave a comment at the bottom of the article! I would be happy to answer them!
About the Author
Thomas Girard is a consultant in personal organization and time management. Apart from his training activity, he also has vast experience in web marketing and online sales. He does his marketing training on his website www.commentsorganiser.com. do on