Before we touch on your viral marketing structure and how to architect your product into a viral superstar, it’s worth reiterating something I’ve said time and time again within the pages of Viral Hero.
The foundation of ALL viral marketing is value. Namely, the value you provide to your users for bringing others back to you.
As we move forward, it’s important to always keep that in mind.
(Note: This is Part 1 of my How to Create Your Viral Marketing Engine tutorial. If you’re joining us and want to learn more about the concepts behind viral marketing, I recommend checking out our Viral Marketing Basics and 12 Types of Viral Marketing.)
Asking nicely is for amateurs.
No matter how nice you ask somebody to do something, they won’t unless they see value in it. (Or you threaten them with a really big stick.)
Your mom may get value from making you happy after you ask for something nicely, but random strangers on the Internet who aren’t your mom won’t be so kind.
To truly make your site viral, you have to create new value, value that your users can unlock by inviting others.
However, simply HAVING that value is only one piece of the bigger viral puzzle.
To effectively architect your viral loop, you must take the following 4 things into consideration:
To make this chapter even more effective for you, I’ll provide a simple example of a viral loop I personally architected years ago for a brand called AutoLotto (which went on to become Lottery.com.)
Six “magical” questions can help transform your site and successfully map your viral loop. I’ve listed them below, followed by how we answered them for AutoLotto.
Some of these are going to seem like obvious, day-one-style questions.
They may seem like questions any Joe Schmoe could answer.
That’s exactly why they’re tricky.
If you don’t ask or answer these questions in the proper context, they won’t serve the right purpose for you.
Most of the time, founders and growth engineers ask these questions through the lens of product development or ideation, not through the lens of viral marketing and mapping your loop(s).
But just for a second, try to trust me.
We’ll get to your million-dollar revelation quicker than you think.
Okay, let’s dive in:
AutoLotto (now called Lottery.com) is a mobile app allowing users in select states to play the lottery on their phone from start to finish (i.e. from getting their tickets to cashing out winnings into their bank accounts).
Users come to AutoLotto because they had been exposed to it via an ad or have been invited by another user.
Most of the time, users are NOT proactively searching for a new, more frictionless way of playing the lottery.
They’ve been conditioned to think the game is only played using paper tickets they get at local convenience or grocery stores.
They’ve often also witnessed scammy, fake products on the Internet promising similar value but not delivering.
For this reason, brand awareness and trust were our most important commodities.
Sub-Questions:
AutoLotto gave users a modern method of skipping the simple yet annoying process of physically going to the store to purchase paper lottery tickets.
It also gave them an easier method of skipping the even more annoying process of checking their numbers and cashing in their winning tickets.
In short, AutoLotto was a concierge service for users, doing all the manual work for them.
It allows the user to sit back, relax, and enjoy the fun of playing the lottery. (E.g. Imagining all the crazy, lavish things they’d do with the jackpot if they became the next lucky winner.)
Sub-Questions:
Lottery players are used to an annoying, antiquated process of going to the store, buying paper tickets, manually checking their tickets, manually calculating how much they’ve won, and then remembering to go to the store to cash in their winnings.
If they’ve won over a certain amount, they actually have to physically go to the lottery commission in their state to cash in their larger prize, fill out tax forms, and go through the whole ordeal of claiming their funds.
While this seems like a small price to pay for a nice chunk of change, most players would disagree. In fact, over $2 billion in winnings go unclaimed annually in the US.
Sub-Questions:
AutoLotto gave users a well-designed, smooth lottery experience from their mobile devices.
In about 60 seconds, they can actually use the free ticket incentive we added to their account that they unlock by completing the new user activation funnel.
This allows them to demo the product and see its value without any financial commitment or perceived risk.
Once they’ve tried it for free, they can continue to play every week by linking a credit card, debit card, or bank account.
In fact, they don’t even have to manually play every week.
With the AutoPlay function, AutoLotto got users their tickets automatically every week, notifying them when they won.
If they don’t want to play every draw, users could set their preferences to ONLY activate AutoPlay when the jackpot is above a certain threshold they set.
When they win, the cashout process was even easier.
Users linked up their bank accounts in the app and were sent their winnings instantly.
If they prefer to let it ride and use their winnings for more tickets (as most winning tickets are in the $4-$10 range), we provide that option as well.
Lastly, users never have to worry about losing, damaging, or forgetting to check their tickets.
AutoLotto took care of this entire process for them.
Tickets were insured, and winning notifications and cashouts happen automatically.
In short, AutoLotto provided users with the quickest, easiest, safest, and most secure way to play the lottery everyone already knew and loved.
Sub-Questions:
This one’s easy. The answer is retention rates were stellar.
Of users who proceeded through the onboarding flow and redeemed their free ticket, more than half stuck around for over 30 days.
That number isn’t much lower after 60 and 90 days.
Compared to most mobile apps today, which boast “good” 30-day retention rates anywhere from 10-20% depending on the industry, you’ve got a solid foundation upon which you can build scalable growth engines of any kind – including viral ones.
Sub-Questions:
To work well, the viral loop within AutoLotto had to be as simple as the product itself.
And that’s exactly how we built it.
For every friend you invited to join AutoLotto, you and that friend would get a free Powerball ticket.
There’s no limit to the number of friends you could invite.
The viral carrier was SMS, but I provided them with the goal to experiment with other methods.
Sub-Questions:
Now that you’ve got the core questions to ask yourself – and you’ve seen some real-world answers from a product I’ve personally had a hand in architecting – it’s time to turn these seemingly menial answers into things you can actually use to improve.
Here’s a short list of expansion questions to help take you forward:
(Note: We won’t get too deep into each of these yet as we’ll dive deeper into them in later chapters.)
If you don’t have answers to the questions above OR if the answers you have come up with aren’t the answers you want – it’s time to make some changes.
Viral success will never happen overnight. In the first iteration of any product, funnel, or process, meticulous optimization is what leads to the overwhelming success we all want.
The next step in your Viral Hero journey of Creating a Winning Viral Marketing Engine will walk you through viral optimization and how you can put it to use for your company.
Conversion rate optimization is one of the most critical skills needed by any company’s growth department.
However, most companies don’t optimize their viral loops nearly enough as they should.
SIDE NOTE: if you want to hear me talk about all things growth, startups, and inspiration, hit me up on Twitter, Instagram, and LinkedIn!