Guerilla Digital Marketing in 2023

It’s not easy to appeal to your target market but there are ways to approach digital marketing in a creative way that can give you that extra boost in visibility. 

Be me. Be a digital marketer. Think about advertising on Facebook. Sees competitors already saturating the media with ads. Puts on guerilla marketing camouflage outfit. Becomes a memelord by the weekend. 

There are dozens of ways to do your digital marketing. Using SEO, leveraging social networks or placing ads on popular websites works well. But sometimes the best way to get your brand out there is to do what your competitors aren’t doing. Here are 3 ways to market with guerilla strategies that may increase your exposure and conversions and maybe even save you money in the long run.

1. Viral marketing

We often find yourself sharing things on social media with your friends while traversing the internet. These often take the form of memes which are usually pictures with witty, funny, unexpected or extremely relatable text headlines on them. The most successful memes often possess some of these common traits:

• Humour: Memes that are funny or witty are more likely to be shared and go viral. People like to laugh and share funny content with their friends, family, and followers.
• Relatability: Memes that tap into a shared experience or emotion are more likely to resonate with people and be shared widely. Memes that are relatable make people feel understood and connected to others.
• Timeliness: Memes that are relevant to current events or trends are more likely to go viral. Memes that comment on or reference current events, pop culture, or viral trends are often shared widely.
• Shareability: Memes that are easy to share on social media are more likely to go viral. Memes that are visually appealing and have a simple message or caption are often shared on platforms like Instagram, Twitter, and Facebook.
• Creativity: Memes that are original, unique, or creative are more likely to stand out and be shared. Memes that are creative or play on popular culture in unexpected ways can catch people’s attention and go viral.

Memes represent the simplest form of viral content, and if you plan on making a viral marketing campaign, you’re really relying on the power of your audience finding it worthy of sharing. Once it catches the attention of the masses, it can quickly spread like wildfire. It’s not easy to accomplish. However, if it takes off, it can spark a cultural phenomenon.

The Ice Bucket Challenge started by Pat Quinn and Pete Frates in support of the ALS foundation to combat motor neuron disease was simple: take a video of yourself pouring a bucket of ice water over your head. It was taken up by millions around the world including celebrities and raised over $115 million for the cause:  

2. Influencer marketing

With the popularity of media platforms like Youtube and TikTok, there are various avenues and subcultures in which your brand and product might find a niche in. Some brands really narrow down their profile and personality to suit a very specific audience and this has worked amazingly well. But in any case, finding the right influencers in your niche and doing the right amount of research into where your audience congregates can make or break your guerilla-styled digital marketing campaign. Here are a few ways to ensure a smooth foray into your chosen niche in the realms of influencer marketing: 

• Identify micro-influencers: Look for influencers with smaller followings but high engagement rates. These influencers are often more open to working with smaller brands and can be easier to reach.
• Build relationships: Instead of cold-emailing or DM-ing influencers, take the time to genuinely engage with them. Follow them, like and comment on their posts, and share their content. When you do reach out, reference something specific about their content or personality to show that you’ve done your research.
• Collaborate on content: Work with influencers to create content that aligns with both your brand and their personal brand. This can include product reviews, sponsored posts, or even just collaborations on social media challenges or trends.
• Leverage user-generated content: Encourage customers and followers to create content featuring your product and tag your brand and/or relevant influencers. This can help build a community around your brand and generate organic reach.
• Take advantage of events: Attend industry events, conferences, or other relevant gatherings where you can meet and connect with influencers in person. You can also organise your own events, such as meet-and-greets or product launches, to build relationships with influencers and generate buzz around your brand.

3. Social media contests

A contest is a good way to promote your product by incentivising trial or engagement with some added fanfare and excitement. These activities on your social media can account for a lot of your new followers and fans. People love a good giveaway, and prizes can be as simple as a voucher or as grand as a trip to Cancun. 

What brings viewers and participants to your contest is the attractiveness of either the grand prize or the ease of winning the discount or voucher. You basically want to drive conversions or traffic and awareness as the goals of your campaign. Here are some tips on how to ensure your social media contest is successful:

• Set Clear Goals: Define the purpose and objectives of your contest. Is it to increase brand awareness, engage with your audience, generate leads, or promote a specific product/service? Clarify your goals before proceeding.
• Understand Your Target Audience: Know your target audience’s preferences, interests, and behaviours. This understanding will help you tailor the contest to their preferences and maximise participation.
• Choose the Right Platform: Select the social media platform(s) that align with your target audience. Different platforms have varying user demographics and features, so choose the one(s) where your audience is most active.
• Define Entry Requirements: Determine how participants can enter the contest. This could include liking, sharing, commenting, following, tagging friends, creating user-generated content, or using specific hashtags. Make sure the entry requirements are clear and easy to understand.
• Create an Engaging Contest Concept: Develop a unique and compelling contest concept that resonates with your audience. Consider using themes, challenges, quizzes, polls, or creative prompts to spark interest and encourage participation.
• Offer Valuable Prizes: Select prizes that are relevant and valuable to your target audience. The prizes should align with your brand and the contest’s objectives. Consider offering exclusive products, discounts, experiences, or partnerships with influencers.
• Promote Your Contest: Utilise various marketing channels to spread the word about your contest. Leverage your existing social media followers, email lists, website banners, paid advertising, and influencer partnerships. Ensure the contest details and rules are clearly communicated in your promotional materials.
• Monitor and Engage: Actively monitor the contest and engage with participants. Respond to comments, answer questions, and encourage further participation. This helps build excitement and demonstrates your commitment to the contest.
• Maintain Transparency and Fairness: Clearly state the rules, terms, and conditions of the contest. Avoid any ambiguity or confusion. Ensure the contest is fair and unbiased by using random selection tools or pre-defined criteria to choose winners.
• Follow Legal Guidelines: Familiarise yourself with the legal guidelines and regulations for running contests in your jurisdiction. Include necessary disclaimers, age restrictions, and eligibility criteria in your contest rules.
• Track and Analyze Results: Measure the success of your contest against the defined goals. Track metrics such as participation rate, engagement, reach, leads generated, conversions, and user feedback. Use these insights to improve future contests and marketing strategies.
• Express Gratitude and Announce Winners: Once the contest ends, announce the winners publicly and express gratitude to all participants. Consider sharing user-generated content or testimonials to showcase the contest’s success and the participants’ involvement.

So there you have it; guerilla-styled social media marketing that sticks with your audience and enables you to cut through the clutter of ads and promotions that saturate media networks. You don’t have to spend a lot of resources on advertising and marketing if you know where to allocate your budget. All it takes is some time to plan a campaign that suits your brand personality and what your target audience would really like to see in your social media engagements. The more you understand your market, the better you can appeal to potential customers and really get them excited about your brand.

For more information about how to get your target audience to notice your brand, contact us at +6013 – 620 4868 or support@anymeta-global.com.