On the internet people like to get or win something for free. There is even a huge web economy around the concept of free called the freemium model. Successful companies such as Dropbox, LinkedIn, and Skype built their business by giving away their products and services for free to build a customer base.
How can you leverage the Internet users addiction to “free” to build your business? The most simple and easiest way is to entice them with something valuable they can win while entering a giveaway contest.
Here is how you can do that to get great marketing results:
1. Identify your target group
If you are in B2B, your target group will be business professionals whose motivation will be to learn more about current trends that might affect their business, attend events where they could network with peers, market their business in industry newspaper, access new projects, generate leads, etc.
If you are in B2C, your target group might be a niche or mainstream customers. Mainstream consumers are more attracted by fashionable and trendy objects or events, and you must be able to easily trigger their interest with something that is still hot in the news, a new product release, a VIP seat at Madonna concert in their city, etc.
The moment you clearly identify your target group, you are now ready to move to the next step which is to select the prize your want to use in your contest.
2. Select your Prize
Selecting the wrong prize for your contest might totally ruin your effort. Consequently, this steps is one of the most challenging for Contests organizers. Here are few ideas that could help:
- Exclusive access or pass to very high profile events
- Something very expensive or with lifetime value: like a home, a car, a carbon or titanium road bike, etc.
- Money: in form of cash or Store gift like (Amazon gift card, Apple store gift card, etc.),
- Discount or Free credits for highly demanded items,
- Newly released products,
- Free publicity, free website/blog review, free consultation, etc.
Once you made up your mind, you still can test the idea with few colleagues or few members of your target group. If you can, you can organize a brainstorming or an online poll where people would express their preferences.
3. Select a giveaway tool to organize the contest
There are many tools online to organize contests. Most of them are similar to Goodbuzz, and can be equally capable in helping you manage your online contests. Here are few of them:
You can all give them a trial, however if you want to go with the most simple, and the most focused on marketing results, you might give your preference to Goodbuzz. Typically, any user of Goodbuzz widget would get 30% to 50% traffic increase to his/her website in less than 30 days.
The main value of Goodbuzz is that it makes it easier for small business and event organizers to create and run a giveaway. The widget manages everything for the advertiser, from participants registration to the prize claiming. The pages are clean. The advertiser has access to all participants contacts, and also real time statistics about sharing and participation. The advertiser could also customize in advance what people will share on social medias making the impact of their campaign more powerful.
Here are some feedback we have received from our users.
“We have evidenced that GoodBuzz Share to Win solution yields 7 times more Sharing activity compared to traditional Tweet and Like this Buttons.
In addition, a single Share via GoodBuzz yields 11 Visits to our web site. We have found that integrating GoodBuzz campaign as an integral part of web site user experience is the Best way to deploy social media sharing in a fun and intuitive, and most rewarding way.”
Testimonial from Joiku.com – they have ran about 8 promotions with Goodbuzz: http://www.joiku.com/share-to-win
I did see about a 30% increase in page views and visitors, but I didn’t promote it as fiercely as I should have. I was really just giving Goodbuzz a test run to see if it would be good to use for one of my clients.
Thanks so much!
Testimonial from Christa Wojciechowski – webbella.com
4. Promote your contests
Even if your promotion prize is very attractive, you still need to spend some time and resource to promote it:
- Post the promotion on your blog
- Insert a link to the promotion page into your newsletters
- Advertise the promotion using your current advertising channels: adwords, facebook ads, linkedin ads, banners, sponsorship, PR, twitter, etc.
Remember, don’t post your giveaways contest on contests directories or contests aggregation portals. You’ll get lot of entries but mainly from “professional” freebees seekers. They are not interested in your business. They use automated tools to enter hundreds of contest daily, and they will unsubscribe from your list instantly afterward. They want only your prize, and don’t care about who you are, and what your business is all about.
5. Monitor your progress toward your goals
The goal for a giveaway contest could be branding, list building, community engagement or publicity. Your giveaways tools should be able to help you get an instant idea of how your promotion is doing, eventually contact your best evangelists or supporters who would give you additional feedback about your brand and products.
Here is a typical dashboard we provide for Goodbuzz users:
6. Contact the winner and deliver your prize
You should build trust in your brand by delivering the prize you’ve promised to the winners. Announcing the winner could be the moment you chose to get your news in front of all the participants into your contest. Eventually, you can take a shortcut to give a discount to non-winners, and announce upcoming events or products.
7. Keep in on touch, but don’t spam
Once you have build a mailing list or get followers from your promotion, make sure you keep in touch with your new contacts. Engage them with new contests, and provide them information that might enhance your brand.
If you have any question, or need help to create and run a giveaway contest, you can contact me at email@example.com