Mark | GCMO

The Secret to Building a Loyal Audience in a Distracted World

The Secret to Building a Loyal Audience in a Distracted World

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by

Mark Gabrielli
in

Stop Chasing Virality: Build a Brand That Actually Matters

Stop Chasing Virality: Build a Brand That Actually Matters

The Secret to Building a Loyal Audience in a Distracted World

Let’s get one thing straight: if your marketing strategy is “go viral,” you might as well be playing darts blindfolded in a hurricane. Sure, you might hit the bullseye once, but odds are you’re just going to poke someone’s eye out—and not in a good, brand-awareness kind of way.

Virality is not a strategy. It’s a side effect. Like sneezing after too much pepper or crying during a Pixar movie. It’s unpredictable, unsustainable, and often completely irrelevant to your actual business goals.

The Cult of Virality: A Modern Marketing Mirage

We’ve all seen it. The CEO walks into the Monday stand-up, eyes gleaming, and says, “Did you see that TikTok where the guy made a sandwich and got 10 million views? We need to do something like that.”

And just like that, your team is brainstorming how to make a B2B SaaS product “funny” on TikTok. Spoiler alert: it won’t be. And even if it is, it won’t convert.

Here’s the truth bomb:

“If your brand isn’t built to last, no amount of viral glitter will cover up the stink of irrelevance.”

Let’s break down why chasing virality is a fool’s errand—and what to do instead.

Why Virality is a Terrible Marketing KPI

  • It’s not repeatable: You can’t schedule lightning. You can’t budget for a meme.
  • It rarely drives revenue: 10 million views from 12-year-olds in Indonesia won’t help you sell enterprise software in Ohio.
  • It distracts from strategy: While you’re busy trying to be the next Wendy’s Twitter account, your competitors are quietly eating your lunch with consistent, strategic messaging.

Virality is like a sugar high. It feels amazing for 15 minutes, then you crash, question your life choices, and realize you still haven’t hit your quarterly pipeline goals.

What to Build Instead: A Brand That Actually Matters

Here’s a radical idea: instead of trying to be famous, try being useful. Try being consistent. Try being trusted.

Because when you build a brand that people actually care about, you don’t need to go viral. You go vital. You become essential. You become the brand people recommend in Slack threads, not because you’re funny—but because you’re freaking good.

Framework: The 3 Cs of Brand That Converts

  • Clarity: Know who you are, what you do, and why it matters. If your homepage reads like a TED Talk written by a robot, start over.
  • Consistency: Show up the same way across every channel. Your brand voice shouldn’t have multiple personality disorder.
  • Credibility: Back up your claims. Case studies, testimonials, data—bring receipts like it’s a Real Housewives reunion.

Real Talk: Brands That Did It Right

Gong.io didn’t go viral. They went valuable. They built a brand around sales intelligence that actually helps salespeople sell better. Their content is smart, their product is sticky, and their brand voice is sharper than a Ginsu knife in a ninja fight.

Duolingo is the rare exception that went viral after building a solid product and brand. Their TikTok owl is hilarious, yes—but it works because the app is already beloved. The virality is the cherry, not the sundae.

How to Build a Brand That Doesn’t Suck

Here’s your no-BS, step-by-step guide to building a brand that doesn’t rely on dancing interns or AI-generated memes:

  1. Define your positioning: What do you do better than anyone else? Say it in 10 words or less. If you can’t, you don’t know it yet.
  2. Craft your voice: Are you the wise mentor? The snarky rebel? The helpful nerd? Pick a lane and own it.
  3. Create content that solves problems: Not just “engages.” Not just “educates.” Actually helps. Like a Swiss Army knife for your ICP.
  4. Be where your audience is: If your buyers are on LinkedIn, stop wasting time on Instagram. Go where the money is.
  5. Measure what matters: Track pipeline, not pageviews. Track revenue, not retweets. Track trust, not trends.

Final Thought: You’re Not a Circus Clown

Unless your business model involves red noses and juggling flaming swords, stop trying to entertain your way to market share. You’re not here to amuse. You’re here to solve problems, build trust, and drive growth.

So the next time someone says, “Let’s make it go viral,” smile politely, nod, and then go back to building a brand that actually matters.

TL;DR (Too Long; Definitely Read)

  • Virality is a sugar high. Brand is a balanced diet.
  • Focus on clarity, consistency, and credibility.
  • Build trust, not trends.
  • Measure what matters: revenue, not retweets.

Now go forth and market like you mean it. And if someone asks you to make a TikTok dance for your CRM software, tell them you’re busy building a brand that’ll still be here when the algorithm changes.

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