The Pitfalls of Viral Growth

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Read Growth Brews #039 listening to:
Indila - “Tourner Dans Le Vide"

Ever caught yourself daydreaming about going viral?

You know, that magical moment when your post explodes and suddenly you're drowning in likes, shares, and new followers?

I get it. I've been there too.

But after 13 years in growth marketing, I've learned something that might surprise you: viral growth often leads to viral problems. 🚀💥

Let me share a story that changed my perspective forever..."

Are You Really Ready to Go Viral?

Many marketers dream of that viral moment that skyrockets their business. More likes, shares, and followers seem like the ultimate goal. 

However, viral fame often isn't the win we think it is. Here's why:

01) Overwhelming pressure 

Sudden fame can lead to burnout and chaos, both for individuals and businesses.

Consider the case of Susan Boyle, whose Britain's Got Talent audition went viral.

The sudden global attention led to immense pressure, resulting in hospitalization due to overwhelming stress.

02) Unprepared infrastructure

A flood of attention can overwhelm your systems if you're not ready to handle it.

Imagine staying up until 2 AM every night trying to fulfill orders, while your customer service team drowns in emails and DMs. 

This scenario is common when businesses go viral without proper preparation.

03) Wrong audience

Viral attention often attracts people who aren't genuinely interested in your offering.

It's like throwing a party where word spreads, and suddenly your place is packed with strangers who are just there for the free drinks.

Most of these new eyes on your business aren't interested in what you're actually offering; they're just there for the hype.

04) Lack of deep connections

When you try to appeal to everyone, you miss the opportunity to connect deeply with those who truly matter to your business. As Seth Godin points out:

05) Short-lived success

Viral moments are often fleeting.

Once the hype dies down, you're left with a large audience that may not be interested in your core offerings, potentially damaging your brand's reputation and engagement rates.

Viral Problem: Pepsi's 2017 Kendall Jenner Ad

• Pepsi aimed for a viral moment by tapping into social justice themes.

• They completely misjudged the tone, facing immediate backlash for trivializing important issues like Black Lives Matter.

• Result: The ad was quickly pulled, Pepsi had to issue a public apology, and their viral moment turned into a PR disaster that damaged the brand's reputation.

The Alternative: Going Deep vs. Going Wide

Instead of chasing viral fame, focus on building deeper connections with your core audience. This approach leads to sustainable growth and long-term success.

Here's a side-by-side comparison that might surprise you:

Key Principles of Going Deep:

1. Quality over quantity: Prioritize engaged followers over sheer numbers. It's better to have 1,000 truly engaged fans than 1,000,000 passive followers.

2. Niche focus: Target a specific audience segment that aligns with your brand values. This allows you to create more resonant messaging and products.

3. Build trust: Create meaningful relationships with customers who truly understand your offering. Trust is the foundation of long-term business success.

4. Consistent value delivery: Focus on consistently providing value to your core audience, rather than chasing trends or viral moments.

5. Organic growth: Allow your business to grow naturally through word-of-mouth and genuine customer advocacy.

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Case Studies - Learning From the Giants

01) Patagonia

1. Focuses on environmentally-conscious consumers who care about sustainability and outdoor activities.

2. Builds a movement around brand values, going beyond just selling clothing.

3. Customers are willing to pay premium prices for products that align with their beliefs.

4. Patagonia's commitment to its values (like donating 1% of sales to environmental causes) creates deep brand loyalty.

02) Basecamp

1. Targets companies needing simple, efficient project management solutions.

2. Stays focused on core users' needs, avoiding feature bloat common in competing products.

3. Grew sustainably through deep customer relationships and word-of-mouth referrals.

4. Their opinionated approach to software design resonates strongly with their target audience.

Both these companies demonstrate that focusing on a specific audience and delivering consistent value can lead to significant, sustainable growth without relying on viral tactics.

Strategies for Building Depth with Your Audience

You don't need millions of followers to build a million-dollar business. You need the right followers, engaged in the right way, at the right time.

Here's how to get started:

01) Hyper-segmentation

Use CRM and AI to deliver personalized messages at scale. This allows you to create experiences that feel tailored to individual users, even within a large audience.

02) Value-driven content

Create content that speaks directly to your target audience's needs and interests. This could include educational materials, behind-the-scenes insights, or exclusive offers.

03) Consistent engagement

Foster ongoing relationships through regular, meaningful interactions. This could be through email newsletters, social media engagement, or community-building initiatives.

04) Customer feedback loops

Regularly seek and incorporate customer feedback to improve your products and services. This shows your audience that you value their input and are committed to meeting their needs.

05) Storytelling

Use narrative techniques to create emotional connections with your audience. Share your brand's journey, highlight customer success stories, and communicate your values through compelling narratives.

Making it Work With the C.L.E.A.R. Framework

After choosing the strategies for going deep, I recommend using the C.L.E.A.R Framework to bring it to life.

1. Choose Wisely: Select primary metrics that directly reflect your funnel's performance (e.g., conversion rates at each stage, CAC, LTV) and secondary metrics that provide context (e.g., traffic sources, engagement rates).

2. Log Consistently: Set up a system to regularly track these metrics. Use tools like Google Analytics, CRM reports, and marketing automation platforms to gather data consistently.

3. Evaluate Effectively: Analyze your funnel data to identify bottlenecks, drop-off points, and high-performing areas. Look for patterns and correlations between your primary and secondary metrics.

4. Adjust Strategically: Based on your evaluation, make incremental changes to improve your funnel. This could involve A/B testing landing pages, refining your messaging, or optimizing your lead nurturing process.

5. Refine Continuously: Document the changes you make and their impacts. Regularly review this information to inform future optimizations and maintain a cycle of continuous improvement.

Final Sip

The truth is: sustainable growth isn't about going viral – it's about going valuable.

The most successful companies I've worked with didn't chase the spotlight.

Instead, they focused on what truly matters: building deep connections with their core audience and delivering consistent value.

Think like a sniper, not a machine gun. Every action should be precise, intentional, and aimed at the right target. 🎯

Remember:

1. Quality connections beat quantity every time

2. Sustainable growth > viral moments

3. Your ideal customers are worth more than a million random followers

Want to dive deeper into strategic growth marketing? Let's connect on LinkedIn.

I regularly share insights about precision marketing strategies and would love to hear your thoughts on this topic.

P.S. Ever had a "viral moment" that taught you a valuable lesson? Share your story with me on LinkedIn – I'm always excited to learn from others' experiences! 🎓

Until next time

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