Chocolate Rain 10th Anniversary Calls Attention to Power of Viral Marketing

Viral Marketing Lesson from the 10th Anniversary of Chocolate Rain

This week marks the tenth anniversary of viral sensation “Chocolate Rain” by singer and internet personality Tay Zonday. And this milestone isn’t just about celebrating a flash-in-the-pan online hit. It also serves as an important reminder for businesses.

Chocolate Rain was one of the first truly viral internet sensations. The original video has been viewed more than 110 million times. And the song has been referenced in pop culture all the way from 30 Rock to Spongebob Squarepants.

Even Zonday himself has created spoofs of the song and performed on late night shows and in other venues. Now, Zonday has released a new video commemorating the tenth anniversary of his viral hit.

Viral Marketing Lesson from the 10th Anniversary of Chocolate Rain

For businesses, the lesson of Chocolate Rain is simple. Digital channels have lowered the barriers of entry so that even an unknown brand can capture global attention with the right content. And the payoffs can be huge!

Once you do start receiving some recognition, you can capitalize on it by accepting the additional opportunities that come your way. Because if the 10th anniversary of Chocolate Rain is any indication, viral content can have both an immediate and lasting impact.

Image: Tay Zonday/YouTube

This article, “Chocolate Rain 10th Anniversary Calls Attention to Power of Viral Marketing” was first published on Small Business Trends

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How to Use Different Types of Content When Marketing Your Small Business (Infographic)

How to Use Different Types of Content When Marketing Your Small Business (Infographic)

Unless you’ve lived under a rock for the past 6 years, you’ve probably heard about using content marketing to promote your small business.

Even as a solopreneur, content marketing works to bolster brand awareness, build your reputation, attract customers, and keep your website fresh.

However, with all the noise online, content marketing has gotten harder. Back in 2013, there were around 92,000 new articles posted on the internet every day.  Today, there are more brands than ever creating content.

How can your small business compete? By being smart about the different types of content you use.

Your Goals Should Drive the Types of Content You Use

Content has the ability to educate, entertain, inspire, and convince.  And, as the infographic from Smart Insight below shows, some types of content are suited for specific purposes.

To increase your chances of achieving your desired results, using the right type of content can make a real difference. For example, if you’re trying to:

  • Attract attention, entertaining types of content like quizzes, contests and viral videos work best.
  • Inform, use content like ebooks, guides, and infographics to educate your customers.
  • Build trust, use inspiring content like celebrity endorsements, reviews, and community forums.
  • Convert,  then content like demos, case studies, and calculators do the trick.

This is not to say that you can’t use entertaining content to convince or inspiring content to entertain, but playing to the strengths of each type of content can impact your results. Therefore, the best use of this infographic is for planning your content campaigns so they’ll be as effective as possible.

Content Marketing Tips

Want to learn more about content marketing? Here are some handy links:

Content Marketing Tools

Looking for useful content marketing tools to make your more efficient? Here are two links that should help:

 

How to Use Different Types of Content When Marketing Your Small Business (Infographic)

Source: Smart Insights

Creating Content Photo via Shutterstock

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What is an Integrated Marketing Campaign?

What is an Integrated Marketing Campaign?

The first part of this series discussed the basics of integrated marketing and how the method blends traditional techniques with digital parts. The previous article looked at how this modern tool combined the elements of more conventional outbound marketing with inbound marketing.

This second installment looks at how to take a step back and watch how these moving parts interact by looking at a few hypothetical campaigns that bridge the gap between cyberspace, print, radio and television.

Integrated Marketing Campaign Example

Some of the best integrated marketing campaigns encourage customers to support local small businesses. For example, an event promoting small retailers in a place like Pennsylvania could start with a hashtag like #ShopPenn as the fulcrum of the campaign.

YouTube Videos

That twitter hashtag might point to some YouTube videos about specific local businesses in the Pennsylvania area and perhaps even a live event to be held in a public location where shop owners can distribute pamphlets and flyers, all through one centrally organized campaign.

The Sagefrog Marketing Group has long been leaders in the integrated marketing space. Their 2017 B2B Marketing Mix Report highlights the need to use this integrated technique to engage both younger and older demographics.

The survey notes:

  • 55 percent of businesses don’t have a formal marketing plan.
  • The top lead sources have email marketing, social media marketing, public relations and trade show events all sharing space as big drivers for success.
  • Online marketing and trade shows and events have excellent ROI.

Mark Schmukler, CEO and Co-founder of Sagefrog Marketing Group, sees the parts of these campaigns as interrelated and the focus continually shifting.

Pendulum

“I think the whole thing is a pendulum really,” he tells Small Business Trends. “When digital first came along it was so innovative and powerful people thought all the old channels were dead.” He goes on to say that while digital routes are great for measuring ROI, people are looking to drive revenue too and that’s where these more traditional tools come in.

There are more than a few examples that prove Schmukler’s point. Narrowing the focus helps to get the message out across different channels to your target market. Not everyone needs to be on Facebook or Pinterest. Deciding what’s right for your business and target market is critical.

Therefore, it stands to reason a good marketing communications mix might have several elements like:

  • A press release.
  • Product giveaways on social media that tie in with a series of limited coupons.
  • A website that’s updated with new offers.
  • Demos and events where your product or service gets demonstrated.

Here’s another example of a campaign that would have your goods and services flying off the shelves.

Selling Refurbished Computers?

Let’s say you’ve got a small business selling refurbished computers — a nice example that combines digital uses with a physical product. A website would need to be a part of any integrated marketing campaign and it’s a good idea to offer some kind of break on shipping so you can compete with the bigger players in the online space.

A good old-fashioned press release might highlight the fact that you’re going to give a free seminar on the best practices to use in the cloud. Having your logo strategically placed on charging booths at the local computer show makes sure you’re covering all the bases.

Advertising box

The last word here goes to the experts. Schmukler is clear you shouldn’t assume  your small business will get to where it needs to go without thinking outside the traditional advertising box.

“I think there are opportunities for even traditional brick and mortar businesses to look at online revenue streams,” he adds. “What’s hot now is paid social media where I can sponsor a post on your timeline.”

Business Team Photo via Shutterstock

This article, “What is an Integrated Marketing Campaign?” was first published on Small Business Trends

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