In current marketing, different strategies exist to achieve one main objective: making your product known and increasing your brand awareness. Some of them are based on advertising investment, but others rely on unconventional ingenuity. Buzz marketing consists of putting creativity at the service of business objectives, leveraging the virality of content.
In this article, we want to tell you how buzz marketing works so that you know how to exploit it with your product or company. You will make many people know about you in a simple way, as we will give you the strategies you will need to achieve your goals. Don't miss it!
As we have been announcing, buzz marketing falls within what we call viral marketing. What does virality consist of? Leveraging the potential of a campaign or a series of content to spread quickly on social media. We all know some famous campaign from a brand that generated a big buzz and that, perhaps, made you learn about it for the first time.
In other words, buzz marketing creates conversation around a product, leveraging the full potential of social media such as Facebook or Instagram. By getting everyone to view the viral content about the product or brand, they achieve their notoriety goals. As a general rule, buzz marketing manages to multiply sales, since no one wants to be left out of what is "popular" at the moment.
Before going fully into explaining the bases of buzz marketing, we want to indicate the differences it has with word-of-mouth marketing. These are similar disciplines that can be confused with each other. Well, buzz marketing is based on social media and the potential they have for content to be shared by the largest number of people in the shortest possible time.
For its part, word-of-mouth marketing is based on a series of actions, especially in the offline world, so that consumers recommend the product and build a wave of recommendations that has an impact on sales.
In the following section, we will focus on the bases of buzz marketing. As you well know, they will revolve around virality, since it is a type of marketing that seeks to exploit skills such as creativity. It is what we could today label as disruptive marketing.
Whenever a topic generates great curiosity in us, we want to know more. Thus, one of the bases of buzz marketing is this, generating curiosity through content.
A fundamental part of the content used in buzz marketing is trust. How do we understand trust? In the end, much of this viral content is created by recognized people who generate trust. Thus, many brands take advantage of this aspect to include celebrities and famous people in their campaigns so that the content goes viral much faster.
The message must be interesting for the user to share it. Here we are interested in them viewing it, but, above all, sharing it and continuing to spread it.
When we talk about virality, we refer to content that leads to an interaction. In buzz marketing, we must generate content that encourages these interactions.
Buzz marketing, as we know, seeks to generate conversation among potential customers with the aim of them buying the product. Thus, we can say that it is more than just creating viral content, as it is about attracting them through that content and turning them into a recurring customer. What are the advantages of doing this type of marketing?
Within buzz marketing, different campaigns can be used. Some of them rely on controversy, generating a community around a hot topic. However, others rely on the comical world, bringing a smile to the potential customer, thus connecting with them. When choosing one strategy or another, we must take into account what brand image you want to build.
Are you interested in the world of marketing? Here is content for you to keep learning!
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