Small Business Marketing Unleashed: Viral Marketing

The challenge of viral marketing is the idea. "Any idea won't do, it must be something worth talking about," Laycock said. Create brand evangelists by giving people a reason to talk about your product. A sense of importance will increase credibility.

When creating an idea keep in mind what sparks passion in your customers and if it has done before along with the audiences willingness to risk their reputation. Laycock said," Ideas spread because they are important to the spreader, not the originator."

Use existing networks, "You have to know where your target market is hanging out," Laycock said. Be familiar with the places they visit like discussion forums and blogs.

There are a number of types of campaigns to consider. Using humor has universal appeal, spreads quickly and leaves a positive association with your brand. The down side is it can be tough to sell to the executive crowd.