Buzz marketing is a little different than what most marketers are used to doing.
For most marketers, making a sale is the biggest priority. Yet you have to do a lot of work on some customers before they are ready to purchase.
The goal of buzz marketing is to get people talking about your brand or your products or services. That buzz can create awareness and can eventually lead to sales, but you won’t see those results right away.
Here’s how to create buzz marketing to get results for your brand:
The people who have the most influence in getting others talking are the top bloggers in your niche.
Your customers may be singing your praises on their own blogs and social profiles, but if they don’t have a large following, not many will hear what they have to say.
Top bloggers can send out a single tweet or publish a single post and get thousands of people talking.
Create partnerships with the top bloggers in your niche to get them to share information about your brand or your products and services. You may be able to create a program together, develop a regular content feature, or work out an exchange to promote each other.
Brainstorm the possibilities together to find an arrangement that is mutually beneficial.
Encourage Early Adopters
People love being the first to do something. It makes them feel special.
When they feel special, they will want to tell everyone else about it.
You can encourage bloggers and journalists to be early adopters by giving them the first opportunity to try out a new product or service — long before the general public has a shot at it.
Reach out to the top influencers in your niche to offer this first try. If they like what they experience, they may write a review or post about it on social media.
Some people will want to charge you to write an official review. In many cases, the cost is worth it since you’ll get huge exposure from the review. Just consider the size of the site’s review and the type of placement you’ll get for the review.
Post in Chat Forums
If you want to see what people are talking about before it becomes a trending topic, you need to go to chat forums.
Think of these places like the water cooler or street corner of the Internet. Long before the story hits the news, the people are talking about it.
One way to make sure that your brand is part of the next big story is to get people talking about it in these chat forums. Go to online message boards, chat rooms, forums, and fan clubs and post your content.
Make sure that you are a regular contributor on these sites. Otherwise, people will see through you and know that you are only there to promote your site. They will then ignore anything you post as advertising.
Contribute value to these sites in addition to information about your own brand.
Tie Content to Your Offerings
A lot of buzz marketing is about creating viral content, such as funny videos or stories about unusual people and things.
While these stories may get people talking, they won’t get people talking about your brand unless they are connected in some way.
Find and create content that is not only interesting and attention-grabbing but that is also related to your product in some way. For example, if you write about a rare type of mite that looks like a red, furry spider, you can tie it back to information about how to protect families or dogs if you are an insurance company or lifestyle brand.
Make sure that your products or services are a natural fit for the content. If you try to force the connection, your readers will know and they will think of the story as a gimmick and nothing more.
Ask for Referrals
Who better to create buzz about your brand than customers who are already happy with your business?
Encourage customers to make referrals by offering them incentive to do so. That might include a discount on their next purchase or some type of freebie.
Customers might recommend you to their friends and family. If your customers are bloggers or business owners themselves, they might write about your brand to try to get the referrals.
The more enticing your offer is, the more customers are likely to make the referrals — and the more convincing they are likely to be to get the people they tell about your brand to reach out or to make a purchase.
Buzz marketing doesn’t have to be difficult. Choosing the right user engagement tools and following these tips can help you create a strategy that gets results and increases awareness of your brand.