Now if the video is good, quirky, funny, as the ones by those producers, it merits and can probably get local viralness also....but our experience operating local smbs is that you have to help it and push it. If you are consistent, good, lucky, and well connected you can push it locally and that is where the power can come.
Of course, it would be great if the video took off locally. That just doesn't happen normally. But you can make it happen.
That's why I say - I don't care if it gets most of it's views nationally. The national views mean people are interested -- it's market tested and I'm not wasting my time pushing it locally -- and they will be interested in your area too, once they know about it.
The video is just a tool that will open doors that wouldn't otherwise open. It builds credibility -- "those other people liked it and I should too." It's always a very strong selling point to show prospects that people just like them were interested.Open Doors that Otherwise Wouldn't Open
The credibility that 600K views builds gives me sales & marketing capital, if you will, that I can spend to move my business forward. The video becomes a conversation piece that gets me access.
There are so many things I can do with something like that that there's not enough time to cover it. The limit is your creativity and enthusiasm. That video gives you all kinds of opportunities to get local "Centers of Influence" (people that can refer business to you) excited about you. It sets you apart from the pack, differentiates you.
Without the popularity of that video, you wouldn't get the time of day from anyone. With it - you can push it to go viral in your local area. If I were doing it, everyone I would run into would be talking about it. And if they weren't, I would see to it that they started.
I would look to do some of the following --
- Get local papers to pick it up as a public interest story - "home boy does good" type of story.
- Local radio - ditto.
- Local TV - ditto.
- Easy entry and right for this service - college papers, radio, and TV.
- Fundraisers - show non-profits how to use your video to market the event and give them an amount per car wash that they bring in (non-profits can get free newspaper, radio and TV advertising and a free PPC budget).
- Targeted direct mail.
- Door hangers.
- My e-mail list.
- Friends, family, etc.
- Anybody I talk to on the phone, on the street, in the elevator, or in the line at the supermarket - I get their e-mail and send them a link (and build my e-mail list).
- On business cards.
- On letterhead.
- On e-mail signature block.
- Be a speaker at the local Chamber of Commerce.
- Get the Chamber of Commerce to write a story on it, or write it for them.
- Be a speaker at local Service Clubs, Rotary Club, Kiwanis, etc.
- Be a speaker at the local Networking Club.
- Be a speaker at the local Car Cubs.
- Hyper-Local blogs.
- Online organic with geo-targeted keywords.
- PPC geo-targeted.
I could easily build that list to 100.
If you want to make a video go viral, in this case, or your business go viral, it takes passion. A video like that is the right tool to build enthusiasm in the prospects you talk to.Do I Have To Be Well Connected To Do This Successfully?
No, you only have to be passionate, enthusiastic, and confident.
But, if you do this a few times, you will become well connected and you will get even bigger results.
Edited by chuckfinley, 06 January 2013 - 06:19 AM.