Viral marketing is another term for word-of-mouth marketing that spreads like a virus. If people talk about you to their friends or pass along your newsletter or marketing campaign to their e-mail list, and they in turn send it to others, you've successfully spread your message. If it happens too slow, your message fizzles.

Hotmail.com, the free e-mail services started back in the 1990s, is widely known in 2008 as the leader in viral marketing. Within a short time, people had forwarded the information about Hotmail to their friends, who signed up for the service and then e-mailed other friends, and so on. Millions of people signed up without Hotmail having to spend an enormous amount of money in advertising and promotion. People came, saw what they liked and spread the word.

Other significant viral campaigns include the movie "The Blair Witch Project," Google, and the dancing baby (this one became so popular it ended up on Ally McBeal in a dream sequence).

There are no magic potions for making viral marketing work. Some of the best laid plans wilt, while sudden inspirations can become folklore. When thinking about your marketing strategy, here are some tips to follow when planning:

Don't focus on the message as much as focusing on your business. Think of the campaign like an entrepreneur: What makes your business successful and why would people want to pass along your message, your service and what you're offering? Write down all your possibilities and examine each before deciding on your messaging.

1. Personalize the subject line in the referral e-mails. When your message is forwarded, ensure your infrastructure can support personalization in the subject line. For example, "Brandi Logan thinks you will like this offer."
2. Track the results and analyze the data. How are people responding to the message? Are they forwarding it or is it staying within the group you originally sent it to? Is it more popular with one target audience than others? Ensure you track your campaign and make tweaks to the messaging to help its success.
3. Continually promote friendly referrals. Every time you send something out, study your incentive success (based on the data analysis above) and repeat it with a slight twist to mix it up.

Viral marketing is perceived as an art instead of a science. The beauty is in the minimal costs (perfect for a shoestring budget) and the high rate of success if done properly. Start small and try it on a select target group. Analyze it and build future campaigns on what works for you. As with all word-of-mouth, if handled properly, it can reap huge rewards.