There are some tips you can use when you want the app to go viral. Here are some of them, that I found most likely to bring some tangible results:
- Stay up-to-date with trends – If you want to rock, you must know how the wind blows. Internet trends change in two shakes. One week everyone is posting Ellen DeGenere’s Oscar selfie, and the other one it’s a lame-o to mention it in public. Follow Twitter and Buzzsumo – they are a litmus test for what’s hot on the web!
- Speak fluently in emotions – What gives viral its force is the ability to stir the emotions. Good emotions(RedBox ten days of Deals), or bad (Cecil the lion), it doesn’t matter. Although, if you care for the long engagement, aim to higher and joyful emotions – according to research, their impact is long-lasting among the users.
- Don’t sell, give instead – There are no limits here. You can offer entertainment, service, discount, the possibility of being part of something bigger, your knowledge, and so on. Everyone loves the sincere gifts and appreciates the gesture. Share your unique value.
- Give something they can use – Apps and content which can be used to improve the quality of life are desired more than the others. Like the Ogilvy’s campaign: Free Wi-Fi access it’s quite a treat.
- Be authentic – Don’t imagine that forced successful or cordial attitude (that you have learned during the motivational training) will fool someone. In a flood of marketing trash, people are looking for something real. Give your users a sneak peak of your everyday life. Did your child cover the wall, the dog and half of its trousers with mommy’s lipstick? Share a snap on Twitter. Does your dog try to dig all the way to the China? Make a Vine and share on Facebook! (According to Buzzsumo, children and pets are the golden tickets to the Lead Factory)
- Know your audience – It’s hard to prepare the right content if you don’t know who you are talking to. Use every source available to create their behavioral profiles. Use forms to collect the data. Prepare the responsive website, where you can upload the gated content (extent content like ebooks or white papers that can be exchanged for user’s data). Use the mobile marketing automation platform and integrate it with your usual CRM or marketing automation software to keep your database clean and up-to-date, to monitor users’ in-app traffic and personalize marketing campaigns throughout all possible channels.
- Allow interactions – Users want to contribute their share to the social events. Accept their opinions with the arms wide open. They’ll give you the clear image of your marketing actions’ effectivity, and the feedback on the necessary improvements. Don’t forget the action buttons! As much as 60% of our purchases are unplanned (40 – 80%, depending on product category). 87% of Americans confess to the impulsive buying sprees. Millenials do it 52% more often than other age groups.
- Tolerate the travesty – Content once published in web stays there forever. Do you remember this funny Beyonce photo? Or some deleted (yet not forgotten) celebrity Tweets? Deleting any content and mad reactions are futile. Just accept the fact that once shared they will stay in web no matter how much you’ll stamp your little foot. Just watch Jimmy Kimmel’s Mean Tweets, and learn how to react with humor to the mean comments. Some celeb’s reactions only gain them popularity because they are hilarious instead of being angry.
Prepare the whole campaign ahead – The viral is not enough. The game is afoot, and you must know what to do with all those potential leads to convert them into your company’s success!
To welcome new leads as it should be done, you have to:
- Name campaign’s targets. Is it to generate the leads, increase the engagement, sale or something else?
Prepare the onboarding and the plan for the newcomers. Give them a warm welcome, add them to the right sales funnel and forward contact details to the account manager. - Automate marketing processes. It calls for a deep integration between marketing automation and mobile marketing automation. You can plan and automate the whole campaign from a to izzard. This kind of campaign will allow for the proper treatment of all users, and for adjusting the pace of sales process.
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