5 Proven Ways to Make Your Message and Your Marketing Viral

I had a client recently demand that I produce a viral message spontaneously, no branding, they were a complete unknown. I patiently explained that it isn’t generally that simple (there are always exceptions). Viral is kind of like that overnight sensation that actually took 5-20 years to create. You have a much higher chance of going viral if you have built up recognition, a tribe, a following, a fan base, and the like.

Key Takeaways

✓ Viral marketing success typically requires an established following, consistent messaging, and a clear brand identity before a message can spread widely.

✓ Gary Vaynerchuk toiled in virtual obscurity for almost 18 months before his video wine tasting posts clicked and he began his viral ascent from a $5 million company to $60 million+.

✓ Tying your content to trending topics, current headlines, or celebrity stories using hashtags ensures you show up in searches and can harness the power of stories already getting views.

✓ Video content ranks highly with search engines like Google, Bing, and Yahoo, and it doesn’t have to be professional quality to be effective when it comes from the heart.

#1 Be Consistent and Persistent
While I know it can be a hobgoblin, it is essential to be consistent and persistent in your marketing and branding efforts today. Crafting a clear and focused message that differentiates you from the competition (noise in the marketplace) and states the transformation your product or services provides is a real pillar of marketing success and viral potential. Consistent and persistent is all about having a reliable routine that puts you in front of your target market regularly and with a specific message. You must be outcome based and not feature driven to truly capture your target.

#2 Bring Value
Yes, humor and outrageous does work but it works best when tied to some sort of value. Gary Vaynerchuk of Crush It fame is one such example. He began with his video wine tasting posts and was toiling in virtual obscurity for almost 18 months before it clicked and he began his viral ascent from a $5 million company to $60 million+.

#3 Relate It to Current Headlines and Trending Topics
As I write this the social networks are grappling with the overload of communication from the World Soccer Cup. Regularly the BP Oil Spill is a trending topic. Often there are simple ways you can harness the power of stories that already exist and are getting views by creating content in posts and updates that reference these in a meaningful and relevant way and use the hashtag (the # symbol before the keyworded tag) to ensure you show up.

#4 Leverage Celebrity Cachet
As simply as you can harness trending topics you can also leverage celebrity power by commenting on and taking lessons from celebrities who are hot. When Michael Jackson passed recently, many bloggers picked up on the his fame by creating content around his life, his impact, his fame, and his tragic death. And no you don’t have to capitalize on someone’s demise to make this work! You can celebrate their overcoming something (Sandra Bullock), or point out why they deserve the accolades they get and how that is relevant to your audience.

#5 Use Video
From the infamous Taylor Guitar videos poking fun at United Airlines to the social media animated statistic videos by Erik Qualman, or something more personal, video ranks. That means the search engines, Google, Bing, Yahoo and more love video.

This isn’t about being a pro, it is about being brave enough to just be “good enough.” From the heart tends to be most memorable and most appreciated. So go for it!

Taking action on even one of the strategies here will get you closer to your viral tipping point and with consistent and persistent effort, you’ll surpass your current efforts with viral success. Are you ready for that? I’ve seen it happen all too often when a company gets a viral opportunity, like a mention in Daily Candy (unpaid and only happens by recommendation) and they aren’t prepared and lose the business, tank the momentum, and blow the profit it meant. Be careful what you wish for and remember to always be marketing (not selling, there is a big difference!)

FAQ’S

How long does it take to create viral marketing success?

Viral marketing is like an overnight sensation that actually took 5 to 20 years to create. You have a much higher chance of going viral when you have built up recognition, a tribe, a following, or a fan base. Gary Vaynerchuk, for example, was toiling in virtual obscurity for almost 18 months before his video wine tasting posts clicked and he began his viral ascent.

How can I use trending topics to make my marketing go viral?

You can harness the power of stories that already exist and are getting views by creating content in posts and updates that reference trending topics in a meaningful and relevant way. Use the hashtag (the # symbol before the keyworded tag) to ensure you show up in searches. This works for current headlines, major events, and topics already generating attention on social networks.

Does video have to be professional quality to help my marketing?

No, video doesn’t have to be professional quality. This isn’t about being a pro, it is about being brave enough to just be good enough. From the heart tends to be most memorable and most appreciated, and search engines like Google, Bing, and Yahoo love video regardless of production polish.

About Melissa Galt

Melissa Galt is a sought-after business coach, marketing consultant, keynote speaker and workshop leader who empowers designers to build highly profitable businesses, without the burnout. With over three decades as the principal of her namesake successful residential design firm, Melissa brings firsthand experience and proven strategies to guide creative professionals earn more in less time, with less stress.

She is the author of four transformative bestselling books, Marketing Luxury Design: Attracting Affluent Clients; The Language of Success: 35 Words to Boost Your Worth & Wealth; Design Discovery: The Proven Process to Land Ideal Clients & Grow Profit, and Proximity to Profits: 50 Strategic Locations to Meet Affluent Clients.

She is also the host of the weekly Design Business Freedom™ podcast, where she shares unfiltered advice on mindset, money, and marketing for interior design pros ready to elevate their game. When you’re ready to take your practice to the next level, book a complimentary Design Business Assessment with Melissa.

Melissa draws inspiration from her legacy of iconic creatives including her mother, the late Academy Award-winning actress Anne Baxter; her godmother, the legendary eight-time Oscar-winning costume designer Edith Head; and her great-grandfather, American architectural icon Frank Lloyd Wright.