I think the reason why viral videos are successful is because they're fun. They're things that people can chuckle at
Kaysville, UT (Vocus) April 14, 2010
TaxWorks, a professional income tax software developer, has found success in marketing in an area that some in the tax industry may consider unconventional. For the last two years, TaxWorks has turned to viral videos to spread the word about their software.
The term viral video came about in recent years and defines a video that gains popularity through media sharing Web sites and people forwarding them in emails. Viral videos often portray humorous or shocking scenes.
Most people would not consider taxes and humor in the same realm, but the combination has worked for TaxWorks.
"I think the reason why viral videos are successful is because they’re fun. They’re things that people can chuckle at," said Bryce Hinckley, senior marketing manager at TaxWorks.
Hinckley added that the videos’ primary purpose is not to sell a product, but to get the word out about the software. "They give us brand awareness in a setting where people aren’t threatened about sales," Hinckley said.
TaxWorks does all of the filming and editing in-house and does not use any paid actors. This keeps the cost of the campaigns to a minimum.
TaxWorks relies heavily on email to spread the videos. With each video release, the company has seen a significant increase in web traffic.
"After sending out a video, we use Google Analytics to track web traffic results," said Cris Fowers from TaxWorks' marketing communications team. "We get a pretty good idea of how many visits we get as a result of the viral videos, and the numbers are surprising."
Though the videos are fun, they are always based around a tax software theme and include TaxWorks’ URL, encouraging tax preparers to visit the Web site.
TaxWorks' viral videos include: TaxWorks Pre-Season, World Record and Haunted Office. The videos can be viewed at http://www.taxworks.com/taxworks_news.aspx.
TaxWorks, by RedGear Technologies, develops and supports software for professional tax preparers. The company has been in business for over 35 years and provides a full-feature software at a competitive price. The RedGear product line includes TaxWorks, 1040Works, ArkWorks and TaxWorksInstitute.