B2B Marketers Do It, Too

Gary Knox — Mon, 09 Nov 2009 13:47:05 +0000

They employ viral marketing by e-mail as a marketing tool… what did you think I meant? Viral marketing can work well for B2B providers, as long as the following is true:

1. The product or service delivers value for the sender, in addition to, the receiver.

2. The offer has to be deliverable. You do not want to offer a product that you are unable deliver if demand grows rapidly.

3. The offer has to be easily transferable to others. E-mail and Web pages provide the best medium to facilitate this.

4. The best viral marketing campaigns employ existing networks to move the message along.

The basis of viral marketing has been around for quite sometime. The idea is that you incite your customers or referral sources to pass around something about your business to their network of colleagues and friends. Those that pass on your information get something in return. That something could be a gift or service related to your business.

Using e-mail makes it incredibly easy to pass information on to a friend or colleague, particularly if it involves something fun or free. With millions using the Internet worldwide, the potential for exponential growth is enormous. The great things about viral marketing are that it is free and works almost by itself. Once you make an offer and provide the facility for referrals, viral marketing spreads like… well… a virus…but the good kind.

To implement viral marketing in your business; first, begin with your customer base. Motivate existing customers to refer new ones. Second, go to your referral sources. Service providers, your external network and colleagues can be encouraged to furnish referrals that lead to business.

When thinking of things to offer consider what is likely to be beneficial, For instance, if your customers are stressed business owners, propose a reward that supplies relaxation and leisure… like a weekend away.

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B2B Marketers Do It, Too