"It spread by word of mouth!"
This is the most popular and most popular statement of the 21st century.
Content must be well-accepted and widely shared in order to be “spread by word of mouth”. B2B viral marketing is a path being explored by more and more B2B marketers as a challenge to innovative internet marketing techniques.
The goal of your content marketing strategy is to reach a large number of rapidly expanding prospects faster and at lower cost. For this purpose; viral marketing is one of the most powerful strategies.
When talking about virality, the book Made to Stick by the Chip and Dan Heath brothers: I think of why some ideas survive and others die. This book provides six key elements to get an idea that sticks to someone's mind. They believe that the key elements of catchy ideas can be put together in SUCCES. It is an acronym for Simple, Unexpected, Concrete, Credible, Emotional, and Generative Stories.
Simple
Create ideas that are easy to understand and do not require a complete review. Simple things don't mean stupid. It's all a matter of priority. Make sure that the core of the message is conveyed correctly.
Unexpected
Content needs to be able to initiate conversations and elicit reactions, as well as target audiences. However, keep in mind that ideas need to be somehow related to the brand and contain elements that are worth sharing. If you end up with a backlash, be calm and prepare the answers you have collected in advance.
concrete
Eye-catching images increase the likelihood of a virus. If you want to generate social shares, you need attractive images.
Credible
One of the main benefits of being viral is that you can "own" a niche. You can use the trusted data in your content to establish yourself as an industry leader. This helps to create a lasting impression.
Emotional
Very emotional content is essential to any marketing strategy. The best way to incorporate emotions into your existing content marketing strategy is to promote it during emotional events such as holidays and world troubles.
story
The story encourages action. Create content that seamlessly intersects between different audiences and attract more people to your website. Content must be adaptable to multiple industries.
There are many essential factors for a successful viral marketing strategy, and this SUCCES model covers six key factors. In recent years, many B2B marketers have become unconventional, viral, and still create viral content. Here are some B2B marketing campaigns that can be measured on the SUCCESSES scale above.
esponse
There are many companies that offer email marketing. The vertical response is just one of them. When they joined the SalesForce.com AppExchange, they had to announce the same to people without hesitation. To this end, they created a rap video parody of an old Dr. Dre song.
Success model:
Simple-The video promotes their email marketing service and advertises that they are currently on a new platform. Their core marketing message is clear.
Unexpected-it's funny and definitely out of the box.
Concrete-A rap video showing the "fun" and "eccentric" aspects of a company
Email marketing is definitely a visual treat.
Reliable-They effectively incorporated marketing messages into viral video.
Emotional-Being cheerful to people and nostalgic for Dr. Dre fans, it definitely elicits strong emotions.
Story-The format of the video is something that anyone who sees it can enjoy watching. Moreover, anyone who sees it knows exactly what the video is.
Solidworks
As an engineering software company, SolidWorks mainly sells to engineers. So, in order to reach our target audience and become viral at the same time, we launched a video campaign that answers just one question, "What if a good engineer uses SolidWorks?"
Success model:
Simple-This video promotes all the benefits of using SolidWorks wires and is provided directly by the creator of the light bulb. Their core marketing message is clear.
Unexpected-It's interesting and captures the viewer's curiosity directly from the questions posed by the video title.
Concrete-For mechanical engineers, seeing Thomas Edison talking about wires is undoubtedly visually appealing and eye-catching.
Reliable-Who should ask about the benefits of using SolidWorks wire rather than the creator of the light bulb? Their marketing message is loud and clear.
Emotional-It definitely elicits strong emotions, as it creates curiosity and interest.
Story-Everyone knows about Thomas Edison. So it's a story that suits any industry.
Knorr
Known for its dehydrated soup, Unilever's own food and beverage brand, Knorr, manufactures gluten-free foods. They used this aspect of food brands to retarget their content marketing strategies. They turned to British caterers and chefs. The reason for this was simple.
According to their customer survey, gluten-free consumers struggled to find a catering service that matched their dietary restrictions. Later, Knorr discovered through catering companies that the reason they didn't offer gluten-free options was simply because they had unstimulated gluten-free recipes.
As a solution to this problem and as a change in content marketing strategy, Knorr has published a collection of gluten-free recipes. They also used conferences and webins to educate chefs about gluten-free cooking.
Success model:
Simple-Knorr has a clear marketing message. Become the brand people think of when thinking about gluten-free foods. This message is very clear throughout the campaign.
Unexpected-Targeted the business that the customer uses, not just the customer. This was a ready-to-use tactic that was caught unnoticed by people.
Concrete-Gluten-free recipe books, cooking classes through webins and conferences are fascinating and can be kept in mind for longer.
Reliable-Knorr includes gluten-free foods in its product list, so you can use its platform to become a niche sort leader.
Emotional-It definitely elicits strong emotions as it solves the problems faced by many gluten-free customers.
Story-Their campaign targets catering companies, chefs, and customers, so it crosses the world of different customers.
In conclusion, here are some ideas for creating your own B2B viral content based on the case study above.
A well-crafted video that is easy to understand but contains complex technical concepts related to the industry.
A white paper that comprehensively and in detail examines the state of the sector
You can bring up a blog post that is original and probably takes a controversial approach to common issues
Varasis | B2B Marketing | Lead Generation
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