Guard well your spare moments. They are like uncut diamonds. Discard them and their value will never be known. Improve them and they will become the brightest gems in a useful life. -- Ralph Waldo Emerson

Marketing is the number one most important thing we can do for our businesses. Every day we are exposed to it in one form or another. Since the advent of the Internet we are now capable of marketing to a worldwide audience. You can now provide your products and services to not only your local market area but to distant lands you may not have thought possible to reach before as well. The Internet has closed the gap of miles and oceans that once separated us. With the click of your mouse you can be chatting with someone in a whole different country.

This being the case a new term has emerged in the world of marketing. That term is “viral marketing” or “buzz marketing”. Just what is viral marketing and how can you take advantage of the opportunities it provides. Viral marketing is, simply put, word-of- mouth. Nearly half of all online marketers engage in viral marketing in one form or another each and every day. So how do you stimulate others to create a “buzz” about your business?

The first and most important thing to remember is that viral marketing exists because of others. When you treat your customers/clients well they will not only come back but they will tell others about your products or services. When you treat them poorly they will still tell others. Therefore effective viral marketing is based on customer loyalty. Once you endear your customers to you your next objective is to create genuine enthusiasm surrounding your product or service.

Begin by asking yourself one simple question, “Why would my customers refer their friends to me?” You need to be creative in your marketing efforts. Create something that is interesting enough that your “loyal customers” will want to talk about and share with everyone they come in contact with.

Just what is the meaning of viral marketing? According to most dictionaries available today viral is an adjective that means: of, pertaining to, or caused by a virus.

So that leaves us marketing like a virus, with a virus, or just plain marketing virus. But wait, who wants to market like a virus? And what exactly is a virus?

Again I took a trip back to the dictionary. Virus: any of a large group of submicroscopic infective agents that are regarded either as extremely simple microorganisms or as extremely complex molecules, that typically contain a protein coat surrounding an RNA or DNA core of genetic material but no semi permeable membrane, that are capable of growth and multiplication only in living cells, and that cause various important diseases in humans, animals, or plants.

When we read this we may think, “Oh my goodness! Why would I want to use a marketing campaign based on an illness?” But let’s break it down. If effective marketing depends on relationships, and good relationships depend on consistency, and consistency depends on our commitment to top- notch customer care and concern then we need to build our network of quality relationships and commit to caring about those relationships.

Word of mouth advertising is the very best way to build a strong bottom line. We can advertise on a billboard until the cows jump over the moon to gather a few new customers. However, if we do not take the time and effort to build relationships with those people those few new customers will not be moved to tell a few more potential customers. At this point we have nothing to secure loyalty and will not see repeat business or new business from referrals and the billboard advertisement will need to stay up to add a few new customers.

So, when it comes to business, give your all to your customers and when it comes to marketing, let the virus take over and pass the word of your fantastic products and customer service to others.

Subject: {first name} I need your help

Dear {first name},

You recently ordered {technique/product/service} and I hope you're finding {it, the information, etc} {interesting, helpful, useful and extremely profitable for your business}.

Now, I'd like to ask a favor of you.

I'm in the process of collecting comments about the {technique/product/service} from business owners like yourself.

Would you take a moment to give me your opinion of this {technique/product/service} by answering a few simple questions? Just hit REPLY, fill out the questionnaire below, and send your comments right back to me.

If you'll be kind enough to help me out, I'll be pleased to return the favor by sending you {freebee}.

I look forward to hearing what you like about the {technique/product/service}, but I also welcome any suggestions or criticisms, too.

Thanks so much for your time.

Warmest regards,
{your name}
{your title}
{your contact information}

Just hit REPLY to answer this questionnaire or Email it to: mailto:{your email address}

1. What product or service are you most interested in learning further about?



2. What are the biggest obstacles {you face in your current business/to using our products or services}?



3. What ezines do you read or web sites you regularly visit or purchase from?



4. Please provide any comments, success stories, or results you've obtained from using the {technique/product/service}.
(criticisms and suggestions are also welcome):



5. What is the one thing we could do to improve the {technique/product/service} provided?



6. Which of the following possible new {technique/product/service} would interest you most. Please rank in order from 1 to 5 (1 being most useful and 5 being least useful to you):

__ {first item}.

__ {second item}.

__ {third item}.

__ {fourth item}.

__ {fifth item}.

__ Other _____________________________________________ ______________

May I use your comments in our marketing? __ Yes __ No

If you agree we will only use your name and city.

Please hit reply and send back your feedback.

Thank you!

This is just one idea for an actual email campaign that we welcome you to personalize and utilize. If you need a complete email campaign or phone script specific to your industry or service please contact us at info@nibrocmarketing.com and we will be happy to assist you.

Viral marketing is replacing traditional marketing because it allows low-cost, rapid, highly targeted, personalized, and therefore extremely effective, communication and propagation of marketing messages to existing and potential customers, by leveraging relationships of trust.

• It can be recalled that of the three major marketing approaches, only viral marketing allows highly targeted and personalized communication to existing and potential customers, capitalizing on relationships of trust, but necessitates very satisfied customers



• Mass marketing (also known as spam when the message is transmitted by e-mail) involves communicating in an impersonal fashion with all (or a large number of) potential customers.

Ready for the holidays? You still have plenty of time to purchase all your gifts. You can even do your shopping as late as December 24, if you dare! But when it comes to holiday communication from your business or organization, now is the time to take action.

Sending holiday email campaigns is an excellent way for you to stay connected with your customers, clients, donors or whoever is on your list. In this month's article, we will explore some creative ways that you, based on your business or organization type, can incorporate email marketing into your holiday communication plan.

Retail: Getting them to shop with you

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