With consumers being targeted daily by an onslaught of ads, it’s sometimes hard for a small publisher to find their place. This is especially true if there are budget constraints. People don’t always pay attention to ads, but they do pay attention to recommendations from friends and family.
By using word of mouth marketing strategies, one can directly reach their target market in a way that they are most likely to be receptive to. Here’s how.
Attract Attention
Attracting attention in an unusual way is one way to get people talking. Producing controversial, humorous, or unique content is one way of attracting attention. Some examples of this are the funny forwards or viral videos that get passed around for months at a time.
Burger King was able to attract attention online by creating the SubservientChicken.com website which users found to be both unique, and entertaining.
Seek Influencers
Part of attracting attention is getting people of influence to talk about the website. One mention from someone who people respect can make a big difference in how much traffic a site is getting.
Offering something that is both unique and useful is the first step in catching the eye of someone of influence. The next step is to seek to build a relationship; perhaps by asking for their opinion or expert advice; or by giving them a sample to try in hopes that it will lead to them spreading the word.
Use Social Networks
Facebook, Twitter, and other social networks can be a waste of time if one isn’t careful; however taking the time to scope out targeted marketing opportunities can prove to be quite beneficial.
These sites already have an audience that most likely far exceeds most web publisher’s projects, so it only makes sense to leverage that audience in order to get on their radar and increase the reach of the site.
Exclusivity Breeds Curiosity
Look for opportunities to offer something exclusive on the site; perhaps a beta launch, or a private sale; something that is not available to everyone. A great example of this is when Gmail required an invite; this left people constantly talking about the service because they wanted to be one of the first ones to try it.
People like to feel special so the more exclusive something is the more curious people are about it.
Word of mouth marketing is only one method of promoting a website. Every site has different needs; therefore some tactics may be more effective than others.
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