Utilize Company and Brand Tactics For Your Disrupting Marketing Approach
Now that you have gained an idea on the fundamentals of disruptive marketing, you may ask yourself, “So, what now?” “Where do I begin?”
These are the questions you probably have on your mind right now. Before you start though, you need to consider this one crucial detail first.
Marketing agencies are now applying disruptive methods. In other words, it is becoming more common.
Here are some of the ways they do it. You could try them, tweak them, or devise an entirely new one. It is up to you.
Product as Marketing
Using your products for disruptive marketing purposes is nothing new, but companies utilize different tactics. Take Crew.com for example. Originally, it is a marketplace for freelancers looking for jobs. It was rough, to the point of almost failing, until they accidentally formulated the Unsplash technique.
They had leftover photos from their photo shoot which was supposedly for their website’s homepage. Unsplash and Crew have put ten photos on a Tumblr blog every ten days for everyone to download freely.
These links have redirected viewers to their website. Eventually, they are getting millions of visitors and thousands of new customers. This actually saved their business from the impending doom.
These tactics are typical in Multilevel Marketing, and many people usually shy away from it. However, Dropbox utilized this disruptive marketing strategy to grow from 100,000 to 4,000,000 users in just 15 months. How did they do it?
There is one definite answer: They have selected the right rewards. Since Dropbox is a file storage app, they could easily reward more data storage for every referral.
Consumers started referring Dropbox to their friends, and these people are doing the same thing. These people have created a viral loop until the network has expanded tremendously.
Virality in the Product
Embedding virality into the product is simply getting other people to know or even use it. There are two types, which are Pull Product Virality and Distribution Product Virality.
In PPV, an existing user requires more people in their network to gain a particular value or feature out of the product. For example, when you use Skype to do video calls, you invite your friends who don’t have a Skype ID to join. When they have joined already, you can do video conference calls with them.
In DPV, a user spreads awareness of a product without necessarily gaining anything. Several websites have these social media icons (Facebook, Instagram) which you can click to share in your account. By sharing that site on your social media account, your friends or followers will be more aware of that site.
Collaborating with other companies can be an excellent example of disruptive marketing. It can create channels, increase value proposition, and lead to further business expansions.
It can complement what is lacking in a business partner as well. For instance, many game developers have been partnering with Facebook to gain more players. In turn, Facebook gets higher activity from users due to their engagement with the game.
Using disruptive marketing right to benefit your brand
Here are some brand tactics you can use to start with your disruptive marketing:
Becoming continuously brand focused
You need to develop a brand bible. It is the foundation of your company values and culture. This should be your answer to people who are asking “Why should I choose your brand above everyone else?
You need to represent that brand with a strong logo which serves as a visual identity. This logo has to be posted on everything, from your website to your business cards.
By now, you may already have established a mission-vision statement in your brand bible. Make sure it emanates to your employees and your consumers. Let them know what makes your company a cut above the rest.
Tracking your North Star for your business
The North Star metric defines how you deliver your product’s core values to your consumers. If followed correctly, you will be able to acquire new clients and strengthen bonds with existing ones.
To determine your North Star, you should understand the value your consumers are getting from your product. You can do this by checking their user engagement and activity levels.
For instance, Facebook’s North Star is its daily active users. From that point, they already have a basis on how to increase these metrics by capitalizing on their usual activities and posts.
You have seen them grow. IBM, Nike, Microsoft, Apple, McDonald’s, the list goes on. These companies have started employing traditional marketing tactics and became powerhouses in their own right. They spent millions to perfect that brand.
Is it possible with disruptive marketing? Of course! In fact, these companies have been shifting already as the competition is more stiff and cutthroat than before.
In your case, the good news is that you don’t have to spend millions just like these guys. With social media and digital marketing, you can be a global powerhouse too. I would not say “in no time” though, as it does require time and effort.
Tracking importance metrics religiously
Making your brand healthy takes a lot of tracking, monitoring, and improving to do. For now, we will be focusing on how you could record your progress accurately.
There are tons of analytics companies and software out there. Get the most accurate one you could find. You can also measure your performance using focus groups and surveys.
Once you got everything you needed, organize and format them with spreadsheets. You need to compare these data to track your progress accordingly.