Buzz marketing is a type of marketing that focuses on using social media and word-of-mouth to create interest in a product or service.
Buzz marketers will use influencer marketing, public relations, viral marketing, social media, microblogging sites (Twitter, Facebook), user-generated content, peer recommendations/reviews, interactive advertising, personalized offers, e-newsletters, and brand websites to initiate conversations with their target market.
The goal of the buzz marketer is to inspire people who are not loyal customers yet by creating brand awareness instead of trying to make them into paying customers immediately.
Why is buzz marketing effective?
Buzz marketing is effective because it creates an opportunity for the marketer to communicate with potential consumers who are not loyal customers and create brand awareness. The goal of buzz marketing is not to turn people into paying customers immediately but to inspire them, start a conversation, and hopefully get them excited about your product or service.
Who are the leading players in buzz marketing?
Buzz marketers are influencers, public relations, viral marketers, social media users, microbloggers (Twitter and Facebook), users who create content (reviews/blogs), advertisers who interact with the consumer, companies that send offers directly to the consumer’s mobile phone, e-newsletters, website owners/bloggers.
What is an example of a buzz marketing strategy that worked well?
Oreo took over the Super Bowl by creating buzz marketing videos around their product during commercials. Rather than paying for expensive advertisements to be shown live on national TV, they instead made digital content, which was spread through word-of-mouth and social media increases brand awareness across all demographics.
The strategy was so successful that they ended up selling more cookies than any other month this year. They also increased their brand awareness and sales across all demographics.
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Examples of buzz marketing
An excellent example of this would be the Toms Shoes charitable giving campaign, where they donate shoes for every pair purchased by a customer. This gives potential customers a reason to buy their product and the customers who own the shoes an incentive to tell others about them. This type of marketing has been responsible for increasing Toms Shoes revenue by $300 million since 2006.
Another example of buzz marketing would be social media engagement which leads people to talk about a brand, initiating interest in others and making them more likely to spend time with it. This can then turn into increased revenue and stronger customer loyalty as well as word-of-mouth advertising.
Why is buzz marketing important?
Buzz marketing is essential because it sets your business up for viral growth. The product or service spreads like wildfire by those who love it telling others about it (customer advocacy). A great example of this would be Dollar Shave Club, where their advertisement video went viral and increased their customers from 3,000 to 25,000 per month. To put that into perspective, that is a 10x increase in just one month!
Buzz marketing is also vital because it has many other benefits, such as triggering people’s emotions which can lead to them sharing content about your brand with others which sets you up for more exposure and revenue through word-of-mouth advertising.
With buzz marketing, you can:
- Increase awareness of your products or service
- Take advantage of the “viral” nature of social media and access millions of potential customers quicker than traditional marketing tactics
- Position yourself as an authority figure by encouraging customer empowerment
- Create brand evangelists who will be your most excellent promoter and advocate
- Increase customer loyalty
How to get buzz marketing working for you
To get the most out of buzz marketing, you must first understand your customers. You can do this by conducting keyword research on social media sites like Facebook, Pinterest, Google+, YouTube, Twitter, etc. This way, you can discover their interests so you can tailor the content you create specifically to them.
Your next step is to start creating conversations with your target market through tools like Facebook or Twitter ads because these people are potential customers.
Look at their website and buy some advertising space if need be to become part of the conversation they’re having online about topics relevant to your industry or business. Once they see your ad campaigns, they will be more likely to click your ad campaigns because you are not “spamming” their feeds once they see your ad campaigns.
At the same time, you need to provide content that is helpful for your customers in order to keep them engaged with your brand. You can do this by producing articles and videos about topics they care about or sending personalized offers through e-mail that include discounts on products/services based on their demographics (age, location, etc.).
It would help if you also tried to build relationships with influencers in the industry who have large followings online so they can promote your product or service for you without your company having to pay them.
This is especially true when you consider that 38% of millennials say other people’s recommendations influence their purchases, and 70% say they trust earned media over paid media (made media can include influencers, word-of-mouth, and buzz marketing).
Be sure to keep the momentum going by updating your customers on social networks about what’s new with your business, as well as rewarding those who share content about you online.
The best way to do this is through contests, giveaways, and promotions for those who post or tweet about your brand. This encourages others to talk about you since there is a good chance they will win something if they share what you’re offering freely.
Examples of successful buzz marketing campaigns
One example of a successful buzz marketing campaign is Sandstorm App’s video that went viral to attain its top spot on the app store, Coca-Cola’s “Share Happiness” campaign, and Dollar Shave Club.
Another example is “The Dress,” which went viral in 2015 and sparked a debate on social media, leading to the company who created the dress to clinch $19.4 Million worth of free press and an increase in sales by 3,000%.
Sandstorm obtained its top spot through buzz marketing by creating funny online videos about its app before launch. They then posted them on YouTube and other social media channels, which led to over 10 million views and catapulted them into the top 25 apps in the app store within six months.
Coke’s “Share Happiness” campaign is another successful example because it made people feel better about themselves and the world around them by sharing a Coke with someone else (without even knowing each other). This encouraged others to share their happiness with others through the same campaign.
Dollar Shave Club achieved buzz marketing success by using hilarious videos that promoted their razors for men without the cheesy, over-the-top languages usually associated with shaving. This attracted tons of customers (and press) to their company and resulted in them selling out every single razor they were selling within two days.
Buzz marketing is a type of word-of-mouth advertising that involves creating conversations with your target market through tools like Facebook or Twitter ads.
It would be best if you also tried to build relationships with influencers in the industry who have large followings online so they can promote your product or service for you without your company having to pay them.