Digital marketing is a rapidly developing and growing marketing method. Therefore, businesses seek new marketing methods to keep up with this change and development. At this point, Buzz marketing emerges as one of these methods. Buzz marketing is a word-of-mouth marketing method that makes it easier for businesses to reach their target audience while increasing brand awareness.
In this article, we talk about Buzz's marketing meaning, types of buzz marketing, and when it is used. We also explain step by step how to create a buzz marketing campaign and provide tips for it. You can also see successful buzz marketing examples.
What is the buzz marketing?
Buzz marketing is a viral marketing campaign that aims to increase sales or awareness of a product or service.
Buzz marketing is also known as astroturfing. This strategy, which aims to attract the attention of consumers and encourage them to talk about the product, service, or brand, is the modern and strategic form of word-of-mouth marketing strategy. Consumers' conversion rates to word-of-mouth marketing methods are higher than other marketing methods.
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When to use the buzz marketing
For your business to succeed, you need a marketing campaign. But more than that, it is that your marketing campaign is innovative, effective, and has a strategy that meets your goals. Buzz marketing is a method that you can use for many purposes and will benefit you in many ways. Here are some of these situations you can use:
Right times to use buzz marketing
1. Launching a new product or service
If you plan to launch a new product, buzz marketing is an effective method for promoting it and arousing curiosity in the consumer. For example, a trailer is released before a movie or series is released to arouse curiosity in the audience. It is a type of buzz marketing campaign that gets people talking about the product.
2. If you want to increase brand awareness
Increasing brand awareness is essential, especially if you are a new brand or want to enter a new market with your brand. At this point, creating a buzz marketing campaign is an effective and fast way to achieve this. You can create content that people will want to share, which can create brand awareness.
3. If you want to gain a competitive advantage
Gaining a competitive advantage in your market environment will help you achieve market leadership and increase sales. Buzz marketing, one of the digital marketing campaigns, is a more striking marketing method than ordinary marketing methods. Buzz marketing campaign allows you to create a campaign that will impact your consumers and differentiate you from your competitors.
4. If you want to revitalize your brand
If you think your brand has lost its old perception and appeal, you can run a buzz marketing campaign to rebrand. By running a campaign that will attract customers' attention, you can revitalize your brand and refresh your brand image. In this way, you can strengthen your brand perception and increase your sales.
Buzz marketing types
There are various buzz marketing methods that you can use to encourage people to talk about your products or services and achieve higher engagement. Once you have determined your goals, you can start creating this marketing campaign by choosing the method that suits you best. Below, we have listed some types of buzz marketing campaigns for you:
Types of buzz marketing
1. Creating a blog post
You can create engaging blog posts to tell your brand’s story or engage with readers. You should ensure that the content of the posts you create is engaging and up-to-date. At the same time, producing SEO-friendly content allows you to reach more audiences.
2. Participating in online communities
You can run a buzz marketing campaign through online communities of people with specific interests. It will allow you to communicate directly with your users and create an active and natural conversation. It will also allow you to create an environment to support your customers and increase your brand awareness.
3. Joining relevant affiliate programs
Joining affiliate programs is a strategy that can create effective word-of-mouth marketing. You can start a buzz marketing campaign by giving commissions to interested individuals or organizations to promote your brand. You can also benefit from affiliate marketing statistics. It will positively impact your consumers, increase engagement, and allow you to reach a wider audience.
4. Creating social media marketing campaigns
A social media campaign is a digital marketing effort to promote a product or service through various social media platforms such as Facebook, Instagram, Twitter, or TikTok. You can launch a buzz marketing campaign through social media marketing channels and engage with your target audience faster and more extensively. It can also increase your sales and brand awareness.
5. Offering exclusive discounts or free products
Offering special discounts and free products to your target audience is a buzz marketing method that can increase the conversation about your brand. You can encourage your participants to share by offering special privileges that will attract your customers' attention. You can also create a sense of urgency and increase interaction by making this a part of the promotion.
6. Creating interactive videos
With the proliferation of social media platforms like YouTube, TikTok, and Instagram, video marketing has become a preferred option for businesses. A video buzz marketing campaign is an effective method for getting your customers to talk about your products or services through video. You can run a buzz marketing campaign and create a natural interaction with your target audience.
7. Using an influencer marketing campaign
Influencer marketing is a marketing strategy that companies can use in various ways through social media channels to promote their products or services. With this method, you can create a buzz about your products or services through users who build trust in your target audience. You can also develop a strategy that increases the credibility and awareness of your brand by using influencer marketing statistics.
8. Generating press releases
You can start a buzz marketing campaign by creating press releases to promote or announce your products or services. You can increase interaction and get people talking about your brand by sending the news you want to announce about your brand to media outlets. In this way, you can also increase the reputation and recognition of your brand.
How to create a buzz marketing campaign
Buzz marketing allows you to create an effective marketing strategy for your business. Learning how to create a buzz marketing campaign strategically to increase your brand awareness and boost your sales is essential. Now, it's time to learn how to create your buzz marketing campaign. You can easily create your own by following the 6 steps below:
Steps to follow for buzz marketing campaign
Step 1: Do market research
First of all, to execute a good buzz marketing campaign, you need to know enough about your market. Learning the market trends, your competitors' situations, the best marketing strategies companies use, and the current opportunities and threats in the market will benefit you in this regard.
Step 2: Know your target audience
Another step is to know your target audience. Knowing your target audience is crucial to developing a marketing strategy that will attract attention. At this point, you can create a marketing research survey to understand your target audience better. This way, you can develop a more robust and effective marketing strategy thanks to their shared experiences.
Step 3: Set your marketing objectives
The next step is to determine your marketing goals. Knowing the answer to this question is essential for creating a successful buzz marketing strategy. What do you want to achieve with the buzz marketing strategy you developed? For example, increasing sales or brand awareness may be among your goals.
Step 4: Create engaging content
The best buzz marketing campaign is to design a strategy that can capture your customers' interest. Your buzz marketing campaign can include social media campaigns, influencer marketing, or user-generated content marketing. You should ensure your created content is engaging and clearly expresses the benefits of your products or services.
Step 5: Choose the proper distribution channel
Choosing the right distribution strategy helps you effectively target customers, create brand awareness, and increase customer engagement. After determining marketing techniques for your brand, you must choose a marketing channel aligned with your goals and strategy. Buzz marketing is a more effective marketing strategy than traditional marketing methods in digital marketing.
Step 6: Review and start implementing your campaign
After completing all these steps, you should check the campaign you have determined for the last time. It would be best to ensure that your goals align with your plan and that your chosen channels fit your strategy. Once you have completed your final checks, you can implement your determined buzz marketing works.
Good examples of the buzz marketing campaigns
You can run many buzz marketing campaigns to promote your products/services or increase brand awareness. Determining the appropriate buzz marketing campaigns aligned with your goals and choosing proper marketing channels is the most significant step in reaching them. Below, we are giving you successful buzz marketing campaign examples with their success:
1. Coca-Cola-Share a Coke
Coca-Cola Share a Coke bottle (Source: Medium)
Coca-Cola's Share a Coke campaign is one of the best buzz marketing campaigns in history. To increase brand awareness and get people talking about the brand, they launched a personalized campaign. They placed the 250 most popular names on the bottles and encouraged people with these names to share Coca-Cola. Traffic on social media increased significantly, and this positive effect was reflected in sales.
2. ALS Ice Bucket Challenge
We all know the ALS ice bucket challenge, an example of a successful ice marketing campaign that created quite a stir. The campaign aimed to bring awareness to ALS. And it did. Many celebrities who participated in the campaign encouraged others to join in. The simple act of pouring an ice bucket became a chain reaction and created quite a stir.
3. Apple
The Apple brand includes the most successful campaign examples of buzz marketing. Although not a specific advertising campaign, Apple ensures people talk about its products with each new product launch. The brand manages to keep its target audience alive by prioritizing the feelings of creating curiosity and mystery, which is an effective way to do this.
4. Semrush-Influencer participation campaign
An example of Semrush with Lily Ugbaja (Source: Service Provider Pro)
In 2023, Semrush launched an influencer-partnered ice marketing campaign on Twitter. Through this campaign, influencers introduced the services Semrush offered to their followers. Thus, the brand created a natural interaction with its target audience to talk about its services and increase brand awareness.
5. Nike-Dream Crazier
The Dream Crazier campaign launched by Nike in 2019 is also an example of a successful buzz marketing campaign. With this campaign, the brand aimed to create a brand image sensitive to social issues by emphasizing the power of women's success. The video reached a broad audience on social media and went viral. Thus, the brand managed to both show its sensitivity and increase its awareness.
6 Expert tips to follow for buzz marketing
Buzz marketing campaigns are an effective way to create a word-of-mouth marketing strategy among your target audience. Once the campaign is running, it serves as a natural interaction-boosting tool. Creating an effective buzz marketing campaign is complex and requires careful planning and implementation. You can follow some tips to increase the effectiveness of your buzz marketing campaign:
Pro tips for buzz marketing
🎯Setting a clear goal for the promotion: Setting clear and specific goals when developing a buzz marketing campaign allows you to create a strategy that makes reaching your goal easier.
🎯Ensure you know your target audience well enough: Understanding your target audience's preferred marketing channels and reactions in detail makes it possible to direct your marketing strategies effectively.
🎯Make sure your marketing team is qualified: Keeping your marketing team up-to-date is a significant factor in developing a successful buzz marketing campaign that follows market trends.
🎯Use up-to-date marketing channels: Another factor that increases the effectiveness of marketing activities is to use up-to-date and trendy marketing channels. No matter how effective the content you prepare is, you should be careful to choose an effective and accurate marketing tool that can reach your target audience.
🎯Ensure the content is attractive: Your marketing campaigns must first appeal to your target audience to achieve their purpose. In this sense, you must have engaging and understandable generated buzz content to ensure the effectiveness of your message.
🎯Track your progress: You should stay tuned to ensure that the buzz marketing campaign you develop is progressing in line with your goals.
Key points to take away
Buzz marketing is an effective marketing campaign that you can use to grow your brand and achieve your goals. Through this campaign, you can encourage your target audience to talk about your product or service. Although it is difficult to control in terms of the process, if you can run your buzz marketing campaign correctly, you can achieve success in the long term.
In this article, we talked about what buzz marketing is, its types, and when it is used. We also included how to create your own buzz marketing campaign in 6 steps and expert tips to pay attention to when creating it. Finally, you can find viral buzz marketing examples.
Işılay is a content writer on forms.app. She is passionate about advertising. This passion comes from the fact that she likes to make things interesting for people. She loves reading and writing. Işılay specializes in marketing, survey types, and program management.
