Buzz marketing, is viral marketing, or astroturfing, is a technique where the marketing strategy focuses on increasing word-of-mouth to promote a campaign, product or service. Companies that implement buzz marketing strategies intended to increase customer awareness, online traffic, and eventually sales of their products and services. For example, a company can do buzz marketing by organizing an event where the brand can distribute custom promotional products. Consumers can first-hand try the target product to share their experiences at online or offline platforms. However, there are other ways as well in which e-commerce businesses do buzz marketing to capture the market.
Creating buzz through Influencers
The use of “influencers” can be used to generate buzz. They can, for example, utilize Twitter and Facebook to impact the number of followers. You can offer influencers promotional things to make them the first to use your brand.
When they proactively share their thoughts and start conversations with their followers, it will create a chain of product-related discussions. Influencers’ thoughts are more readily noticed and, therefore, can positively impact sales and product awareness. E-marketers reel in these influencers to create buzz for their services and products and capture the market for increased sales.
Using connectors to capture market
Like influencers, you can also use celebrities and famous people to make your product viral in the target market. These people are called “connectors,” in the marketing realm. These big names and personalities provide instant exposure and credibility to a product. It is a little more expensive to engage a connector for buzz marketing compared to influencers. In turn, connectors have more power and influence on their followers than social media influencers. Therefore, companies that want a jump start in their brand awareness for a product seek out popular connectors to have an instant jolt of collective cognition.
Social media buzzing
Social media marketing is perhaps the primary strategy of buzz marketing. The networks like Facebook and Twitter are the leading platforms where companies maintain their presence. Companies create brand communities on these social media sites to interact with customers.
The customers can provide feedback and share their concerns. But most importantly, they promote the products within and outside these communities. Companies can maximize the benefits of social media marketing by cultivating a rich set of content and building up a strong following. E-marketers can also use social media sites to help consumers obtain the materials they need straight from the brand. The process empowers the company to build a real-time dialogue with customers and nurture an atmosphere where they feel informed and valued.
The method of social media marketing in its entirety has the strongest potential to create a buzz where customers can receive and share all the good experiences of the brand.
Ecommerce businesses can also create humorous and engaging online videos to create a sensation and cause people to discuss it and share it on social media. This will increase the views on your website and forums such as YouTube. Marketers can then try to capitalize on the popularity of the content by promoting their product by creating a hashtag and becoming “trending” on social media. They can also encourage consumers to download other content to foster increased customer engagement.
Blogging and engaging online forums to promote digital word–of–mouth
Blogging and releasing influential content on relevant websites is another strategy to create word-of-mouth among the target market and stir. Companies can either produce the blogs in-house by using content writers or can outsource influential bloggers and media outlets to increase the impact on e-consumers.
You can send promotional products to them in advance of their release. In return, you can ask them to mention your product in their publishing. Use online forums to start up buzz and create customer communities where the fans can connect, write on message boards to share their product experiences with like-minded people. This is how companies and brands do buzz marketing through online forums and blog sites.
Sending out promotional products
When customers and prospects get better at identifying the qualities of a product. They are more likely to talk about that and spread awareness in their social gatherings. However, e-marketers have to do this tactfully, so the investment is effective and bears a good return.
Use promotional products and customize them to connect the campaign with the brand
Buzz marketing is a vast field in today’s world of e-commerce. You just have to identify one of the above ways, your target market, and the right content to make your marketing outcome most effective and profitable for your business.