Yesterday, I joined in on a meeting with a potential client to pitch a proposal. The prospect had a lot of questions and reservations about using social media for marketing his business. Once he asked about how we can help him launch a giveaway on his Facebook page, his interest peaked.
Promotions and giveaways on social media can be extremely beneficial to one’s business. Why? It can build and engage your audience, build customer loyalty by showing customers you care, and capture leads by collecting valuable data. You can reach a large number of marketing objectives with promotional giveaways on social media.
How? Well, let me tell you how with these 10 tips!
- Have objectives. Make your objective of the promotion benefit your business. Do you want to increase awareness of a new product, collect leads, increase sales, or increase social media followers? There are many objectives your business can have, but make sure they’re not insubstantial, like increasing page views or increasing your already-large fan base. With that objective, figure out what you’re giving away and why people would want it from you.
- Know your audience. As with any social media content, you must know your audience. Use the appropriate language and use context that they will be interested in.
- Use the right platform. You could use Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat; the options are endless. Or you could use all social media platforms your business has. Just choose the one that will be most effective and the one most of your audience is using.
- Plan ahead. There’s a lot that goes into planning and scheduling a social media promotion. More than you might think. When will the promotion be launched? When do entries open/close and when do you draw or choose a winner? What’s the date you will announce the winner? Have a timeline that you can rely on.
- Partner with social influencers. Do your research. Find a blogger within your interest or industry that has social influence and research what partners they’ve had in the past. Use software or a blogger talent agency to find the right influencer. Once you find them, pitch your promotion, draft a contract, set up clear goals, and schedule payments. Social Media Examiner dives into How to Partner with Influencers for Social Media Giveaways.
- Embrace the visuals. We all know that posts with visuals get more engagement. In fact, 3 major social media platforms (Instagram, Pinterest, Snapchat) rely heavily on visuals. Try to use a branded image along with separate images to correspond with the current giveaway (cover/profile images, logo, headers, landing pages, thank you pages, emails, etc.).
- Keep it simple, stupid. Don’t assume that followers will do anything to win your giveaway. If you set up too long of a process to enter, most people will unlikely go through with the entry. Include rules, but don’t make people jump through hoops just to enter. What do you want them to do? Include an action word in your promotion, such as Like, Comment, Share, Post, or Fill out.
- Launch party! Do a test run with some friends or colleagues. Make sure the entries are going through to the analytics. Reach out to people on social media, especially social media influencers, and convince them to promote your sweepstakes. Post your promotional giveaway multiple times. Don’t assume it will promote itself.
- Once the giveaway is launched, you’re not done working! Follow-up with contestants through email, Facebook, Twitter, etc. Remind them of your contest and make sure it stays relevant until it’s over. Select and announce a winner and remember to remove the promotion from all platforms.
- Finally, create an internal assessment report, collect data, and share your results. This is the whole reason you promoted this giveaway, right? Once it’s over, don’t forget why you did it in the first place.
Launching a social media sweepstakes is more than just posting once and hoping you get results. So much goes into it, so do your research! These 10 tips should help you get the right start! For additional info and to learn how to not waste your money on a social media giveaway, check out Inc.com‘s article here.