Creating "buzz" around a product or event is the best way to ensure its success. If you want to create buzz on the Internet, though, there are a few things you need to know. In order to create the kind of buzz that can cause intense excitement about your product, service or upcoming event, you need to get people talking. This is easier said than done.
Get People Talking
Content. Good content is the key to generating buzz. Start a blog just for this product or event. Fill it with great content. But don't make the content all about your offer for your product, service or event. your content should stand on its own. Write content that people might search for on search engines such as Google, that is related to your product but valuable in its own right. Once you draw them in with your well-written, relevant content, you can present them with your offer.
Connections. Connections in social media are made through Twitter, Facebook, MySpace, LinkedIn, StumbleUpon and other social networking sites. When you post an article to your blog, post links to it on all the social media sites you can. This notifies other people and helps you begin to generate some traffic for your blog. Put up polls or surveys.
Community. Community is where people talk. Getting people to talk is your goal because they will pass the word about your content to others, and more people will be drawn to your blog or website. That means more people will be exposed to your offer. Post in forums that are related to the subject of your product or event. Start discussions by asking for or giving advice, or bring up a controversial topic related to your product. Get people talking. Don't forget to include a link to your blog.
Post questions on Facebook or LinkedIn. Ask for comments on your blog posts. Get people talking any way you can.
Conversion. If you get people to your website but don't "convert" them, you have failed. "Conversion" means that you have moved that person from a simple website visitor to a customer. You want to convert as many visitors as you can so you will want to come up with some kind of incentive to get they to purchase right now. A discount, a free newsletter, buy one get one free, these are all good ways to improve your conversion rate. Even if they don't purchase right now, try to get an email address so you can contact them later to invite them back to your site.
Paid Advertising. Generating buzz isn't an exact science. It is an art. You will become better at it as you gain experience. Use paid advertising on social media sites and services such as Google Adwords to support your effort. To be successful in generating buzz, you should use every tool at your disposal. Good ads can point people to the content you have created to draw them to your offer without making them feel that you are selling them something. After all, the content you are creating is of value all by itself. Not everyone is a potential customer, but all can be consumers of information.
Tips & Warnings
- Use Google Trends to see what people are already searching for and see if any of the top-searched keywords can tie in with the content you are creating. This will improve your chances of being found in Google Search.
- Be sure to disclose your email collection policy. If you intend to sell email addresses that you collect to other companies, you will need to ask permission from your website visitors. Otherwise, let them know you will not be sharing their information with others.
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