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Written by:Richard Lester

The marketing world is on fire over an old technique that has been given new life. It's called buzz marketing; however, it is most commonly known as word-of-mouth. Buzz marketing is basically word-of-mouth advertising that is done on purpose and can be tracked as one component of a complete advertising program. Buzz marketing is coming into vogue because other marketing methods are no longer as effective as they once were. In addition, this form of advertising takes advantage of the strength of personal referrals. So, what makes buzz marketing so effective, and how can it be harnessed for small online business use?

Buzz marketing can only work if people talk about the product. The marketer gives free information, products, or program enrollments to a group of individuals called buzz agents. The buzz agents then tell others about their individual experiences with the product or program. This helps create a buzz for the product. The organization then analyzes the data that is provided by the buzz agents. In this way, an advertiser can determine their target audience with the information they compile.

In general, buzz agents are held to certain regulations that direct their behavior. The companies expect them to share their honest views on a product, regardless of whether those views are good or bad. Most are also asked to disclose their status as agents, and to reveal that they received a free product. This is to keep from appearing as though they are trying to scam people into buying a product, which could reflect negatively on the company.

Buzz marketing taps into basic human inquisitiveness. If there is a bit of news spreading around, people want to be in the know. Buzz marketers tap into this primal human instinct. Gossip and stories will ensue. People love a good story.

This is where buzz marketing emerges to tell the stories that people are looking for and the gossip that they crave. Products are somehow attached to a good story and buzz marketers are set loose. It is delivered with a memorable story, and finds its way into a steady stream of gossip and story-telling.

Social media is a good way to make the conversation go around the world. Twitter and Facebook are the leaders, and have proven to be superb transmitters of buzz. Giving away free samples and review copies to create a buzz about the product.

It is essential for the marketer to determine what makes the product stand out from all other products on the market. Only through the emphasis on a unique attribute will a buzz marketing project succeed. The focal point might be a new innovative product, a promotional activity, or how the company came into being.

The most important thing is to make sure that the product is of great quality. Many products can be sold if positive buzz is generated both online and off. A great marketing campaign is worthless if the product is junk. Buzz will definitely ignite, but it will not be the positive vibe the company was hoping to generate.

Companies are just now starting to recognize the potential of buzz marketing, even though it has actually been in circulation for decades. Buzz marketing is the perfect strategy for companies that have innovative and intriguing products. All they have to do is start the conversation and the buzz will gain a life of its own.