Case study - The power of viral marketing

I crossfit. If you know anyone else who does, then you know we can be a passionate bunch. Recently, one of our Malibu Crossfit members, 66-year-old Pepperdine professor Laurie Nelson qualified for the Crossfit Games. The games are a big-time ESPN-covered event featuring the fittest athletes in the world. I used one of the marketing strategies I have provided on our blog by pitching Laurie's story to my local Malibu Patch. What transpired next is a perfect example of how communication and modern marketing play out.

Malibu Patch ran with a story about Laurie and the upcoming weekend events. This story was posted on their website and received visitor comments that were viewed by many in our local community. A secondary follow-up article was added covering Laurie's 10th-place finish in the games. This time, the story went viral when it was shared and commented on via Facebook.

This local coverage and viral impact helped drive new membership to the local Crossfit Malibu. No out-of-pocket expenses. The inbound links will continue to promote the business and help improve search engine results. These same marketing principles are being utilized by our more savvy accounting firms. They utilize the content from our tax blog feed to guest-blog on local websites. You know the audience is targeted and the soft sell of information marketing helps start the process of turning readers into clients and clients into fans.

5 easy steps in creating your content campaign:

1) Identify the local online newspapers or blogs - Engage the editor via email or over the phone. Ask if they allow guest blogging and describe your area of expertise.  

2) Develop or purchase content - Include valuable inbound links to your website or social media sites if possible. Remember this is about soft selling. So don't make it look like an infomercial. 

3) Use a professional photograph for your profile picture - You want to look likable. 

4) Have a plan to handle inquiries - You are bound to receive calls or emails. Make sure you respond promptly. Have some sort of call to action to continue the conversation from lead to client. 

5) Don't forget to share the article with your clients and social media followers. 

  • Lee Reams II

  • I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.

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