Miley Cyrus has exploded and left a twerking, hot mess all over the internet media space. The once good girl Hannah Montana character has worked closely with her agents and managers to undergo a complete transformation of her public image. The PR benefits have been ridiculous. Over the past few weeks her videos, her name, references to bumping her butt (otherwise known as twerking), and her songs are being dropped everywhere. Viral lift has been off the charts as the number one searched term in Google and at one stage last month, was tweeted over 300,000 times per minute,! Almost more tweets than US Election night. Just for you to visualize this massive win, below is a Google Trends snapshot which indicates the search volume of Miley Cyrus’ name since 2007. Notice the recent massive spike?
So why am I telling you this? It’s because your business needs to be like Miley Cyrus. I’m not talking about having the naked music videos and dry humping, but getting people to talk about and share your business. Because let’s face it, no one wants to talk about the good girl Disney star just like no one wants to talk about just another shoe store. But they will however talk about that good girl Disney star gone bad and the shoe store that gives a pair to a child in need for each pair of shoes you buy. That’s right, during its first year in business, TOMS sold 10,000 pairs of shoes due to the huge word of mouth wins of their “one for one” policy. Ben and Jerry’s are always a trending topic on twitter in April with their Free Cone Day. Duolingo made learning a language crazy easy and actually fun on your smartphone. As a result they they’ve grown to 10 million users in 18 months with no gimmicks!
The hardest thing is putting yourself in this mindset of ‘being different’. Doing everything your competition doesn’t do so you can stand out. At the end of the day you need to look at your product, at your website and ask: “Would this be something my friends would talk to their friends about?” If you’re a B2B then: “Would my business colleagues share this with their network?”
Hubspot, an all-in-one marketing SaaS company certainly got people talking with their animated video explainer. Videos are a welcome change from Hubspot’s target market of business owners and marketing execs that are usually drowned under plans and reports full of text. As a result, users have been sharing their 2 minute video explainer ever since. That’s gotten them fantastic exposure with tens of thousands of YouTube users, aswell as dozens of blogs who have re-posted the explainer to their audiences.
So what have you shared recently with your colleagues? What are you doing/have done to make your business more remarkable?
This post was inspired by the legendary marketing leader Seth Godin and his book Purple Cow.
Author: Nicholas is the founder of Startup Video, an video explainer production house that produces remarkable, fun explanatory videos for startups. Pitchrs readers get free script writing and pro voice artist hire (value: $185).