Marketing involves a lot of different strategies and techniques to help a brand make itself and its products/services known. You must have heard of things like Search Engine Optimization, Social Media Marketing, and other popular buzzwords in the world of marketing; seeding marketing is another great (but not very commonly known) technique of marketing.
Often, seeding marketing is the go-to strategy for brands while in the awareness stages of business, where they need to show their existence to as many consumers as possible. The technique involves releasing brand-related content on various channels and destinations online and offline such that there is widespread visibility for it across every relevant consumer pool possible.
Seeding marketing involves working closely with various partners – sometimes, these could be influencers, popular bloggers, or even media houses. It depends on the kind of content you wish to put out in the market for your target consumers and the voice, ethos, and tone of your brand. In essence, the channel you take up for seeding marketing should be suitable for your brand.
What is Seeding Marketing?
Consider the analogy where a farmer scatters seeds in his field in different places strategically, in hopes for the crop to grow healthy and for the yield to be high. The same concept applies to seeding marketing as well: brands “seed” their content in various places – social media, blogs, magazines, flyers, etc. – strategically in hopes for the marketing to bring back a good consumer base that they can sell to.
Seeding marketing, thus, is basically the method where brands strategically place relevant content in the form of media, blogs, infographics, offers or deals, etc., in digital and physical places so as to attract consumers and get them interested in their brand. Much like any other form of marketing, the primary aim is to gain brand awareness and boost consumer contact through the seeded content.
Seeding marketing sometimes takes the assistance of other “Agents” to help spread brand content further. The best example is influencer seeding, where a brand takes the help of an influencer to scatter its content into the influencer network, thus gaining more consumers and garnering trust along the way. Seeding marketing, when done smartly, has a lot to pay off to a brand that knows how to utilize the available channels and resources for content.
What Makes Seeding Marketing Unique?
Unlike direct marketing strategies, Seeding Marketing thrives on subtlety and strategic partnerships. By collaborating with influencers, bloggers, and media outlets, brands can organically integrate their message into various narratives that resonate with their target audience. It’s not just about visibility; it’s about making meaningful connections.
Aim and Virality of Seeding Marketing
While most marketing campaigns aim to engage consumers and capture their attention directly, seeding marketing adopts a more roundabout way of doing the same. The principal factor that makes seeding marketing effective is that the “spreaders”, or the partners/influencers/agents that spread brand content, are convinced that it is worth it. Things being so, the primary aim of seeding marketing is convincing the marketing partners to help a brand reach a broader audience base while riding on their borrowed networks.
Consumer engagement and trust follow later when, through the partners’ endorsement or acknowledgment, the brand appeals more to the target audience.
Let’s understand this with an example. Say a fashion apparel brand X is just starting out and needs to gain wider brand awareness. They tie up with an Instagram lifestyle influencer with a majority of followers in the region that the brand is targeting, getting the influencer to create sponsored ads on his or her reels. You would often see it as “Paid Partnership” on Instagram. The influencer’s page would then showcase brand X’s content in strategic, non-intrusive ways, increasing brand awareness among his or her followers. Sometimes such posts may even go viral.
8 Steps to Create Seeding Marketing Campaigns
1.Networking: Create a robust presence across potential platforms.
2. Targeting: Understand and align with your audience demographics.
3. Content Creation: Tailor content for each platform, from visual-centric Instagram posts to informative blog articles.
4. Partner Selection: Choose partners who align with your brand ethos.
5. Strategic Approach: Craft compelling pitches to potential partners.
6. Mutual Benefits: Ensure both parties gain value from the collaboration.
7. Monitoring & Analysis: Track performance and adapt strategies accordingly.
8. Maintenance: Continuously nurture and grow your network.
FAQs
Popular Places for Seeding Marketing Content?
TikTok- One of the platforms where short-form videos are exceedingly popular, TikTok is a social media platform where influencers leverage popularity and virality to gain visibility. This platform is a great place for seeding marketing content through viral users using trending challenges or content.
YouTube- There is a YouTube video out there for just about everything – and this is the beauty of this video-sharing platform. By creating your own channel, or by leveraging the popularity of a viral YouTuber (PewDiePie for gaming products, for example), you can create a seeding marketing strategy that regularly uploads brand videos or content on the platform. YouTube also happens to have a wide viewership which works for everyone’s benefit. For brands looking to tap into the vast viewership of YouTube, it’s important to maintain content standards. YouTube parental controls can help you achieve this goal.
Twitter- A social media platform focused on short-blogging, Twitter has helped many a brand create a great image through seeding marketing strategies. A top example is Wendy’s – their Twitter handle embodies the brand voice through being sarcastically humorous, leveraging popular news to post marketing content. The reposting feature allows for the content to be spread virally, making this social media a highly effective and terse way for seeding marketing content.
Instagram- Instagram is perhaps the most popular social media for visually pleasing content. If your brand has any products that can be presented to the viewers aesthetically, Instagram is the place you should be targeting. With that said, the demographic here is mostly Millennials and up, so a brand targeting Baby Boomers perhaps needs to look elsewhere for seeding content.
Facebook- One of the most popular social media platforms that brands like to leverage for seeding marketing is Facebook. It caters to a wide audience, provides features that enable richer engagement with consumers, contact, and even e-commerce, has functionality for visibility boost, and a lot many other features that simply make seeding marketing easier for brands.
Where to Seed?
Platforms like TikTok, YouTube, Twitter, Instagram, and Facebook offer diverse and effective venues for seeding content, each catering to specific demographics and content styles.
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