The Oxford Dictionary first associated the word “viral” with the concept of marketing in 1989, defining it as, “the rapid spread of information.” Before that time, viral was typically paired with illnesses you made every effort to avoid.
Yet despite the word’s negative connotation, once the world got used to the idea that “going viral” was a good thing for their brand, messaging or social media content, well, you know what happened, use of the phrase “going viral” went viral.
Soaring brand exposure, product visibility and prospect engagement are all potential desirable outcomes when an organization’s or individual’s digital content goes viral—especially if you’re Kendrick Lamar or Ariana Grande. But what about the rest of us?
How important is it for everyone on the planet to love your brand or think you are cool, clever or cutting edge?
Love Doesn’t Pay the Bills
Companies need to grow awareness of their brand and be viewed positively. But the sentiment, “you can’t live on love” is as true for businesses as it is for relationships.
Around here, we’re big fans of targeted marketing that yields measurable results. Going viral isn’t nearly as important as engaging with current clients and viable prospects—the people who actually pay money for your product or services.
Market Your Authentic Prospect
Viral is fleeting and fickle. It can also distract a company from connecting with its authentic market. ROI happens when your marketing focuses on highly qualified leads. Strategic marketing built on refined audience data yields viable clients, measurable results and return on investment.
And it never gets upstaged by kittens.
