The internet has changed the way millions of things, places, people and brands market themselves and every now and then, it’s good to take a look at one of these new trends and see if we can make it fit universally. Take for instance, the new trend in the music industry of what I like to call “internet marketing overkill.” This trend has proven very, very, very successful for some big names, mainly Beyonce, Weird Al and Pharrell.
Okay, so assuming you know who those people are (don’t worry if you don’t) you’re probably asking yourself what some pop music stars have to do with internet marketing, right? Right. And the answer is simple: they have all used “overkill” in their marketing to dominate the charts. The question is, can this translate into your niche? We think so.
What is Internet Marketing Overkill?
So the concept is simple: Weird Al had a new album coming out. Facing the end of his 32-year recording contract and a wave of YouTube competition, he went into “overkill” mode, he released 8 videos in 8 days. Not impressed?
How about Pharrell, who decided that making a standard music video that lasted for four to eight minutes (the length of the average song), he would make a video that lasted a whole 24 hours? Yes, a video that takes one full day to watch. Getting the concept of overkill yet?
If not, we can turn to Beyonce, or “Queen Bey” as her fans call her. The Queen of overkill dropped a music video for every single song on her album all at once. Previously, this was unheard of. Not only would one music video come out at a time, typically taking a few weeks to months in between them, there is no way one album would get a video for every single song, let alone in one day.
How Can Internet Marketing Overkill Help Internet Marketers?
So now two questions should be popping into your head: why does this work and how can I make it work for me. For starters, the why: it works because it gets people excited. It makes them feel like something is happening that never happened before. It gets them online and talking about what’s going on, sharing the videos and news. “OMG, did you see what Queen Bey did?!”
Okay, so if you have a target demographic of teenage girls, you might have put two and two together and are off to the campaigns already. But what about the rest of us, how can we make overkill marketing work for our target demographics? Simple: think of the most outrageous promotion you can think of and then multiply it by ten.
Of course, do this within reason. Don’t go blowing your quarterly ad campaign budget on this, but think of something that you can do which won’t break your bank. How about 60 free eBooks given away in one hour? All your social media fans have to do is be the first person to comment at the start of every minute and they win. How’s that for quick engagement?
Why Stop There? Overkill Everything!
The real point here is, it doesn’t have to specifically be internet marketing overkill that you are trying. Simply look around at what some of the bigger trends are in other industries and see if you can’t resize them to fit your own internet marketing needs. While not every single idea will work, the ones that do can be the difference in taking that vacation with the family this year or attending another affiliate marketing convention instead.