I read the book “Viral Loop” by Adam L. Penenberg a few weeks ago. This is a book about a business model where the business grows almost by itself – without the typical investment needed. As usual I don’t like to re-has the book but talk about what I’ve learned. I’m not going to really talk about the viral concept – but the some thoughts on how this isn’t so new.
I think most business owners have known for a long time that the best marketing they have is their own customers. Many business are grown on word of mouth – customer A likes business A – so they tell customer B about it – and they contact business A. A customer knows the most about the business – and they have creditability as they are already doing business with them. The more excited they are the more likely they are to tell somebody else about the business.
The other thought is that a good business meets the needs of it’s customers. It grows well when it works – mainly for the customer – but also for the business itself. I think Facebook is successful not just because it is well run – but because it meets a basic human need in a very effective way. If you can provide something for me that I need and want – I’m also going to tell others about it. If I pay attention to my customers I’m more successful than when I don’t.
So when I think about the concept of “viral” growth – a social networking driven business – these trends hold true. They grow because I tell someone else about. They grow because when I hear about it from a friend or colleague I become a customer because it meets a need. What technology has done is facilitate the exchange of information – it’s far easier than it used to be. You can tell a lot more people in a lot more ways than ever before (the smart companies make this easy). The technology can also make the user experience far better – so it just makes sense to us to use it and recommend it.
So the learning points are the same as before – your customers are you best marketing source. Treat them well, meet their needs and listen to them. Build your business intelligently – watching for what works and what doesn’t. Somehow that doesn’t sound too radical..







