Tips for Viral Web/Email Marketing

Here are the best tips you’ll need in devising and carrying through with your first viral web/email marketing campaign.

1. First things first: ensure that you have a professional and attractive website to direct your current members and customers to, as well as potential new members and customers. It should never be underestimated that first impressions are the ticket-or one of the most important tickets-to success. Impress them with an attractive, easy-to-navigate website and they’ll stay there-reading up on your cause, mission, and programs; which, in turn, makes them that much closer to getting involved with your nonprofit.

2. Make sure the viral marketing message you devise is clear, well presented, and easy-to-follow. When people-your members or visitors-are surfing the web, and come across your site or email campaign; they want something quick and convenient-especially if it doesn’t help them directly. Make sure you choose a viral marketing tool that is unmistakable, welcoming, and easy for the person to use. If it is a “tell a friend” button, ensure that the customer only has to make a couple of actions to tell their friends. Not only does this make them more susceptible in telling a friend, but more likely to tell a bunch of friends.

3. Offer incentives and prizes. No matter our age, we all love the idea of getting something for nothing. For your email, newsletter, or website viral marketing campaign; you should always offer your audience something in return for their help in boosting your network of potential customers and members. It doesn’t have to be expensive or lofty in anyway, just a little something that thanks them-and inspires them to do so-for recommending your site and nonprofit organization to their friends, relatives, and/or contacts. In keeping with this strategy, make sure you are prepared to deliver these freebies or incentive prizes at a fast pace or large demand. Delivering once called upon will also show your present and new network the extent of your professionalism and credibility.

4. Follow up with appreciation. Many newcomers to viral web marketing forget-once they set up their viral email/web campaign-to follow up with thanks and appreciation once they have gleaned new members, customers, or overall response from their viral marketing network efforts. One of the best rules in any kind of marketing-and this extends especially to nonprofits-is to always be aware of your customers, clients, members, etc; and to make them feel not only involved with your nonprofit mission, but more importantly, valued. The trick with marketing is that you have to reach as many people as possible in a manner that seems personal and one-on-one. Follow up with a thank you email, an unsolicited gift or privilege, etc. Just taking a small amount of time and effort to recognize these people who contribute to the success of your nonprofit business, makes them feel good about their efforts and inspired to do and be a part of more.
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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.