Could your web campaign be viral? - By: Rick Dahne

Usually, the word 'viral' has negative connotations, but for website marketing, being viral is good. A good viral can net you hundreds of times more publicity than any other internet marketing move and is a lot more budget-friendly. So why isn't everyone attempting a viral campaign?

The truth is, almost everyone is using some viral elements in their web marketing plan. While most internet marketing gurus talk about quirky YouTube videos and neat little applications when they discuss virals, the basis for a viral can be anything. The tiniest website can have an incredibly successful viral campaign. All too many sites have failed virals that simply didn't attract enough attention. It's all in the planning.

The main difference between viral and non-viral internet content is attraction. Normal internet content doesn't tend to go anywhere. If it's well-composed, it might net a few comments on your pages. If it's particularly good, you might even get a couple of links from supporters. Viral content requires something a little more, something to tip the attention over into critical mass. What you want your viral content to do is to attract hundreds, if not thousands, of links. This takes a very special piece of content indeed.

Virals need to be unique, and for your viral to have that quality you need to know what has been attempted before. Successful virals require a thorough knowledge of your target market. Virals tend only to work once. You need to discover what web marketing messages your market has already been exposed to and come up with something unique. You can talk to our experts at Click Consult about designing viral campaigns.

The most attractive aspect of virals from an internet marketing point of view is their lightness. Although they require planning, they don't eat up your budget. If you don't succeed, you can try, try again.

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