When running a giveaway, either through your own website or through a 3rd party, you need to have a set of predetermined goals in mind so that you have a clear roadmap to success. Here are 8 tips to help you get the most out of running a giveaway.
1. Set Goals to Determine an ROI
First and foremost, what are you looking to get out of running a giveaway? Do you want more exposure for your brand, more sales, more likes on Facebook, or followers on Twitter? You must go into your promotion with predetermined goals, so that when it ends you are able to measure its success. I see way too many companies running giveaways with no predetermined goals in mind. When all is said and done, they end up feeling like they got nothing out of it, aside from it being some “fun” marketing ploy.
To set goals and track them, you can do something as simple as opening an excel spreadsheet before you run the giveaway, creating a list of the goals you want to set.
2) Sales? Probably not...
When running a giveaway, it is important to understand that you most likely won’t see sales pouring in. You may get a few sales, but don’t make sales your number one goal when running a giveaway. I’ve worked with many companies that measure the success of their giveaway based on the number of sales they received. If they did not get as many as they were hoping for, they are usually unhappy and feel as if their money was not well spent.
The problem with this train of thought is that no marketing tactic can ever really guarantee sales; giveaways are fantastic for lead generation, where you foster a relationship with your new customers, leveraging them for sales at a later time. Running a giveaway is just another marketing tactic and there will always be a cost associated with it.
If you have ever used Google Adwords or Facebook Ads you know that you have to spend a good chunk of change to get enough people to click through to your website. Even after they click, it is still JUST a click – nothing more. Your job isn’t done even after you have paid for a click; you still need to make sure those people are able to make it through your sales funnel to make a purchase. The same goes for a giveaway: you need to make sure that you have structured it correctly so that you are able to reach your goals, whether that is to capture leads, get more likes, followers, etc.
But of course, if you’re really itching to get more sales out of a giveaway, then...
3) Offer a Discount
Providing entrants with a discount that they can redeem for products/services on your site is a great way to increase sales. Most companies either run a giveaway, or just offer a coupon, but from my experience, combining the two is more powerful.
Offering a coupon without a giveaway means that the coupon is out in the wild for anyone to see and use. People may see the coupon and say “Sweet! I’ve been wanting to buy something from them, now is the time!” Then, they get distracted. A few days go by and they completely forget about using your coupon to make a purchase. In fact, they don’t purchase at all. Unfortunately, you have no idea who this person is, or how to reach them.
However, when running a giveaway, you can offer a discount once the user has entered. This means that you have captured them as a lead, usually by collecting their email address, and you can effectively re-market to them to remind them about the coupon if they don’t end up making a purchase. A good rule of thumb is to provide a coupon for the duration of the giveaway and have it expire a week after the giveaway ends. This will encourage people that didn’t win to make an impulse purchase.
4) Interact on Facebook
Interacting with your current and new users on Facebook is especially important during a giveaway. Remember, these platforms are not meant to be used as a one-way form of communication; do less pushing, and more pulling. When you get those 500 new facebook fans, your first post shouldn’t be “HEY NEW FANS BUY OUR PRODUCTS NOW!”
Instead, engage and build a relationship with them. Much like going on a first date, you want to make a good impression in order to keep them as a fan and to eventually convert them into a customer.
For example, let’s say you run a company that sells mattresses -- start out with something like “Welcome to all of our new fans. Are there any problems that you have with your current mattress that keep you up at night? Let us know, and we’ll see if our certified mattress experts can help find a solution to your problem."
This opens the floodgates for your fans to start leaving comments talking about their sleeping problems as a result of their mattress. You then chime in and respond directly to each customer, helping to find a solution to their problem. Remember, building the relationship with them first is the key to turning them into customers who are likely to buy from you in the future.
5) Interact on Twitter
The same goes for Twitter – use it as a platform to interact with your new users, not as a platform to constantly push out tweets about your products.
No comments:
Post a Comment