Friedrich Nietzsche once said, “You have your way, I have my way. As for the right way, the correct way, the only way, it does not exist.” These profound and yet rebellious words simply demonstrate that perspectives differ from person to person, including the way they perceive certain actions. Actions that may seemingly guarantee success for one may result in the failure of the other.
Hence, Nietzsche’s words also apply to B2B marketing strategies that may not work all the time. You want an example? Viral content marketing.
But what exactly is viral content marketing?
Not to be confused with the use of computer viruses, viral content marketing is a set of diverse techniques that make use of online media (e.g. social networks) to achieve increase sales of products and services. It’s also used in brand positioning by the way it spreads the message ‘virally’ among stakeholders.
Think of it like traditional word of mouth but using electronic media. Done right, you can quickly reach through a lot of people. The idea is that people will pass on and share interesting and entertaining content if it has a high enough impact. In most cases, it’s done under the sponsorship of a brand or company that requires positioning a product or service to the target audience. By using the internet, it is possible to manage viral campaigns that are much cheaper and effective than campaigns managed through other traditional means.
But while having that kind of impact sounds pretty cool, don’t forget Nietzsche’s words.
Viral content marketing isn’t always the best strategy for B2B marketers. Just as the internet is filled with great advice, its got spammers as well; good advice is just as proportional to the awful advice.
Take marketing through videos for example. Videos are valuable, but not necessarily for everyone. Is it truly the best way to convey the marketer’s story and information? Is the business visual? Does the marketer have really interesting stuff to show? Would a picture of the product and its workings be a far easier way to demonstrate what the services the marketers renders?
Viral content marketing is dynamic and stuffed with eye-candy. But if your business is the kind that sells baking equipment or healthcare machines, trying to be a mainstream hit YouTube might be more trouble than its worth for your whole marketing campaign.