Shareable Marketing - The Surprisingly Simple Way to Expand Your Reach

To be truly effective, marketing must connect with people at the heart level.

The most successful companies have done this in a variety of ways. In fact, they've created an experience that's so meaningful and memorable that customers can't help but share it with others.

Shareable marketing is about creating experiences for your brand that speaks to the hearts of your target audience on all levels – emotionally, intellectually and viscerally.

This type of engagement creates something worth sharing because it has meaning beyond just being clever or funny or entertaining; it makes a connection between you and your customers on an emotional level.

And when people make connections like these, they want to tell their friends about them!

So what do we call such marketing? We call it shareable marketing.

shareable marketing

Shareable marketing is about connection and engagement.

It seeks to build long-term relationships with your customers, not just sell them something once.

When you create an experience that matches your brand promise, purpose, and personality, you'll increase the likelihood of receiving positive word of mouth marketing, viral marketing and buzz marketing.

Shareable marketers are creative people who know how to connect with their audience on a personal level.

They're always looking for ways to make the customer experience more enjoyable than they ever thought possible because they believe in what they do. 

Shareable marketing is part of marquee marketing due to its creativity, engagement, and unexpected nature. Marquee marketing is about connection and engagement and seeks to build long terms relationships.

When you create an experience that matches your brand promise, purpose, and personality, you'll increase the likelihood that you'll receive positive word of mouth marketing, viral marketing and buzz marketing.

Shareable marketing can take many shapes and forms but ultimately it relies on consumers sharing brands with friends.

4 Types of Shareable Marketing Are:

  • Word of Mouth Marketing
  • Viral Marketing
  • Buzz Marketing
  • Shareable Content

It’s not an exaggeration to say that most people have at least one friend who always tells them about their latest discovery, be it a new app or restaurant. This is word-of-mouth marketing in its truest form.  It's well-deserved, earned recommendation of a brand.

The world is starting to understand that viral marketing can be the best way for small to medium-sized businesses to compete with giants because of three important factors: authenticity, reach and engagement.  Viral marketing is a bit trickier as marketers can't force the virality, although they can encourage the creation of viral content and support it.

Events are a great way to create buzz marketing opportunities, like pre-event promotions and onsite activations, post-event follow up emails, social media posts etc. There are so many ways to take advantage of an event as they provide endless opportunities for creativity and engagement with attendees.

Shareable content is different than the 3 types of marketing above but it's still shareable marketing.  Shareable content is a strategy within content marketing to create valuable videos, infographics, whitepapers, articles, memes, graphics etc. aimed at your target audience, with the primary goal of having it shared because it resonates with them.

Let's Define

Viral Marketing

Viral Marketing relies on an audience to generate the message of a product or service.

Viral marketing is a component of many other types of marketing such as guerrilla marketing, lifestyle marketing, and incentive marketing.

It is a technique that small to medium-sized businesses can use.

Viral marketing is usually spread via social networks (like Facebook or Twitter) or even text messages to mobile phones.

Viral marketing is the digital equivalent to word of mouth marketing and it becomes viral when shared by people outside of the target audience.

Buzz Marketing

Buzz Marketing is typically an offline activity or event that creates publicity aka buzz. 

It usually has some form of wow factor which is memorable and spreads quickly.

The idea behind buzz marketing is to get the word out there about your product or service and create a sense of urgency so that people are compelled to act right away as opposed to procrastinating.

An example of buzz marketing is a new product launch. This could take the form of an unveiling that is followed by media interviews and promotional appearances, or it might be a guerrilla marketing event in which small amounts of the product are given away to create a sense of urgency for when they're available again.

Word of Mouth Marketing

Word of Mouth Marketing is a marketer's dream (provided it's positive).

Word of mouth marketing is when a customer shares their experiences and opinions about a product or service.

This type of marketing means that you don't have to pay for advertising, and it's the most effective way to get new customers if your current company has loyal backers.

People trust the opinion of others more than they trust marketers, so it's important to have satisfied customers who can share your great experiences with others.

And when you do, it's priceless marketing.

Shareable Marketing: Content Creation

Shareable content is a smart strategy for small to medium-sized businesses.  The goal is to create valuable content that will be shared over and over again.

Most content is boring, which is why it doesn't get shared.  However, valuable, easily digestible and easily sharable content will get shared.

A great way to grow your SME is by creating shareable content and then letting your audience promote it for you.

Here are 20 easy ways to create shareable content that will help you get more exposure, leads, and sales:

  1. Create Videos 
  2. Create Infographics 
  3. Create Slideshare presentations 
  4. Create White Papers 
  5. Create case studies 
  6. Create Pictures 
  7. Create Animations 
  8. Create Slide decks 
  9. Create Explanatory Videos 
  10. Create Videos in different languages
  11. Create eBooks 
  12. Convert Customer testimonials into "works of art", meaning valuable pieces
  13. Create Podcasts 
  14. Create Quotes 
  15. Create Interviews 
  16. Create How-to Videos 
  17. Create Live Webinars 
  18. Create Webinar replays - the "Coles Notes version of a webinar"
  19. Create a summary video of a presentation you attended
  20. Create a doodle notes version of any valuable content

As with all marquee marketing strategies and tools, when using shareable marketing strategies, you must ensure that it aligns with your purpose, values, strategy, brand personality, platform and other elements of what makes your brand.

Shareable marketing is perhaps one of the hardest to measure your return on investment.  It's great for reach and attention but if could be very hard to connect it to sales.

If your intention is to create more buzz, have your brand talked about by your customers and then optimize the user-generated content (which is trusted more than your marketing) then this might just be your marketing's secret sauce ingredient.


People want to share things with their friends, family and colleagues but they don't always know what to share.

Shareable marketing is a way for people to think of your brand or product when it comes time to make recommendations.

"We are incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%."

It's about creating an experience that will be talked about positively through word of mouth marketing, viral marketing and buzz marketing.

Create an experience that connects with your audience on a deeper level by making them feel something unique and special.

You can do this by using touchpoints such as customer service, packaging, design, advertising campaigns and social media content; all the while ensuring you're delivering on your brand promise so that consumers feel good about sharing products from you with their friends.

Do you need support to create a marketing campaign using Marquee Marketing ideas, strategies and techniques for your business?

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Shareable Marketing – Attract new leads, generate sales, boost engagement and increase referrals with this unique approach to content creation.