Online Guerilla Marketing: Why It Works and How to Master It

We’re living in a world overflowing with information, distractions, and complexity. Thanks to the internet, businesses can now operate anywhere in the world and customers can find them, regardless of location. This has created a new environment for businesses — one that’s more fluid, more personalized, and more challenging than ever before.

While the convenience and profitability of online businesses have skyrocketed, traditional approaches to marketing have largely remained the same. That’s not to say there aren’t any proven methods for marketing online — there absolutely are — but it’s more difficult to know which ones to implement, and even more difficult to do it effectively.

That’s why we’ve decided to tackle this problem head on. In this article, we’ll tell you everything you need to know about online guerrilla marketing, including:

What is Guerrilla Marketing?

Put yourself in your customer’s shoes for a moment. What would you consider to be the best way to learn about a brand or product?

If you’re reading this, we assume you’re already somewhat familiar with marketing and what it entails.

While most marketing professionals will argue that a brand’s value isn’t determined by its marketing budget, popularity, or any other metric typically associated with traditional marketing, the truth is that consumers have an incredibly intimate relationship with brands. This is largely due to the fact that the internet and social media have enabled consumers to find like-minded people with shared interests and passions, as well as expose them to content and offers that might not have been available before.

Put yourself in your customer’s shoes for a moment. What would you consider to be the best way to learn about a brand or product?

Depending on your niche market and the type of product you’re trying to promote, here’s a short list of ways to learn about your brand or product that don’t involve paid advertising:

  • Search Google for reviews, complaints, complaints, or any other relevant information about your brand or product.
  • Look at your competitors’ websites. What do you see? What content do they have and how is it framed?
  • Visit your local library or bookstore and see what’s available about your brand or product. You can also try looking on Amazon or other online bookstores.
  • Check out YouTube videos about your product or niche. Watch those you find interesting, valuable, and/or helpful. (Don’t be afraid to skip the not-so-good ones as well.)
  • Join relevant discussion forums for your niche. Not only will you be able to gain a better understanding of what your customers want, you’ll also be able to contribute valuable information.
  • Take a look at your local papers and see what’s available about your brand or product. Believe it or not, the news section of a newspaper can sometimes offer some fantastic information about your product.
  • Look at your university or college library’s online catalog and see what’s available about your brand or product. (Don’t forget to look in the card catalogue as well — it’s amazing what you can find there!)

Why Should You Try Online Guerilla Marketing?

Let’s say you’re a small business owner who wants to get the word out about your new retail store. You decide to advertise online and see what happens.

Paid search advertising through Google Adwords seems like a logical first step. However, once you begin to explore the keyword planner, you’ll notice that your competitors are already taking advantage of the words and phrases that are most profitable for their business.

So you begin to play catch-up, trying to figure out ways to game the system and get your own ads on the first page for the keywords you choose. Unfortunately, you find that the automated algorithms controlling the results of your ads are frequently changing, which means you have to learn how to game the system again.

By comparison, if you’re familiar with SEO and the ever-changing world of SEO, you know that it’s virtually impossible to game the system and ensure you show up on the first page of Google for any relevant keywords. Not to mention the fact that the first page of search results is crammed full of garbage.

As a business owner, you’re used to working hard to make your product or service stand out among competitors. However, the fact that it’s increasingly difficult to do that on your own should give you some concern. What if you could use a cheaper (and often more effective) alternative that requires less of your time?

The Benefits of Online Guerilla Marketing

If you want to cut out the middlemen and save money, you can use online guerrilla marketing. This form of marketing doesn’t cost advertisers much money and it requires very little effort on your part to get started. Depending on your budget and how much you want to spend on marketing, you can expect to see some fantastic results within a few weeks.

The main disadvantage is that you’ll have to depend on the whims of webmasters and search engines, which can make it virtually impossible to know when and where your ads will appear. In the end, though, it’s still a much cheaper and more effective option than traditional marketing. (And did we mention it’s usually free?)

How to Master Online Guerilla Marketing

Now that you know what’s available, let’s take a look at how to properly implement online guerrilla marketing. To start, you’ll need a website. Fortunately, there are many free website builders that make it easy to get started. Simply find one that suits your needs and begin to build out your web content.

Next, you’ll need to populate your site with relevant and high-quality content. The key is to create content that’s useful and entertaining to your target audience. Using the same keywords and phrases in your articles and titles will also help to drive sales. When you’ve got content that’s good, you’ll be able to secure decent organic search results, which in turn, can drive more customers to your site. In short, better content frequently leads to more business.

Creating and Maintaining Relevant Content

If you’ve spent any time at all on the internet, you’ll know that content is constantly evolving and changing. If you want to ensure that your content is still relevant, it’s vital that you keep up with the times and continue to create content that will entice, intrigue, and/or delight your audience. (If you want to read more about SEO and getting your website found online, check out our guide to SEO for beginners.)

The good news is that whenever new content is created, it’s often available for free. This is especially relevant for blogs and news websites. Essentially, whenever someone creates new content, they’re putting themselves in the position of a journalist, courting an audience with well-written articles and engaging videos. (Try to avoid using too many big words or technical terms — the average person won’t understand what they mean anyway.)

Attracting and Capturing Attention

Once you’ve got your site populated with content, it’s time to begin attracting and capturing attention. The key to doing this effectively is to utilize a combination of methods — both obvious and not so obvious — to get the attention of your visitors. (And remember, you’re aiming for a mix of genders and ages here so don’t simply target males or young people.)

Use your social media accounts to create viral content. If you run a blog, take advantage of the fact that people are naturally inclined to share good content. Create a Twitter account for your business and begin to use the platform to share important information and compelling stories.

As a business owner, you might be inclined to simply promote your product or service on social media. But that wouldn’t be the best approach, especially when you want to utilize online gueri…