In the last blog post I told you all of the things you shouldn’t do when running competitions on Facebook…that’s a bit unfair unless I follow up with something a bit more empowering! So here it is…
1. Decide why you’re doing it:
a.) Encourage feedback. Use your competition to get feedback on which product your audience prefers, or to find out more about what they do on the weekend for example. Choose something that will benefit your marketing.
b.) Increase your audience. Ask a question like “give us your best caption for this photo” because the more people who answer the more you’ll fall into the newsfeeds of their friends, which will likely encourage some of them to participate.
c.) Generating leads. This is all about bringing people closer to your product so they’re more likely to buy it or enter their name in a mailing list. The idea here is that you’re using a light touchpoint to encourage people to give you a more permanent way for you to stay in touch, i.e. e-mail.
d.) Capturing data. Do you already have an email list but you want to know more about your audience and their preferences? You might want to get them to update their preferences (or even just a detail like their address) as part of a competition.
e.) Changing behaviour. A competition is a great way to reward people for changing their behaviour to suit you better. For example getting people to come see you in a quiet time rather than a peak time. They may need to enter during your quiet time, but make sure you leave enough time to give them a ‘thank you’ for entering that encourages them to experience wht you have to offer.
2. Use a prize that your target audience will love.
This is pretty obvious. And if you don’t know what type of prize your audience would love more, you could give them a choice. The upside here is that you also get to know your audience better.
3. Keep things simple.
The more hoops you make someone jump through the bigger the prize needs to be. The simpler you can keep it the better.
4. Celebrate the winner!
Too often competitions don’t make a big deal out of the draw, and then people wonder if it was legitimate or not. Make a big deal out of the winner so people are more likely to enter next time.
Will you run the competition again? It should all come down to whether or not you achieved the goals you set out for in point number 1.
Remember there are some things you shouldn’t do when running a competition. If you missed those from the last blog post you can read them here.
The recent Bonds Baby Competition is a great example of using a competition to drive you closer, much closer, to their online store where they just happened to be having a 40% off sale. To participate you had to enter your email, then verify it with a link in your inbox. This is just one example of how you can move people from strangers through to likely customers in just a few clicks.
It all comes down to experimentation, and honing in on best results.
Remember, getting more likes and reactions isn’t everything!