In order to accelerate your brand’s growth, you have to increase online awareness and engagement. And online promotions such as contests, giveaways and sweepstakes are one of the best marketing tools you can use to create excitement around your brand and build relationships with your customers in a remarkable way
Use Paid Media to Supercharge the Promotion
Invest in the success of your promotion. Leveraging the power of Facebook’s promoted posts, ads and sponsored stories is an effective and affordable way to reach beyond the people who already like your page. Promoted tweets, LinkedIn ads and StumbleUpon ads pay also drive increased participation. In one case study, paid media increased promotion participation by 55 percent and reduced cost-per-entry by 42 percent.
Social promotions are a key instrument in any marketer’s tool kit. Make the most of them by ensuring they are simple, engaging, shareable, promoted and mobile. Of course, optimize your reach to increase your chances of being talked about. More importantly, be worthy of being talked about.
Have Your Customers and Staff Seed the Promotion
In a case study from Extole, for every one person who entered a sweepstakes, an additional 3.6 additional people entered as a result of social recommendations. So why not ask your customers and staff to share your promotion with their networks? Twitter contests that require users to retweet to win allow frictionless sharing. Offer click-to-tweets for your staff to easily spread awareness. Or, if you’re running a Facebook promotion, encourage word-of-mouth with a simple share button. (Remember to include a disclosure if you have employees share a promotion.)
Make Your Promotions Mobile-Friendly
Right now, 66 percent of promotion views are via mobile. Given the fact that consumers are increasingly accessing your promotions on their phones, it’s time to consider how these promotions will look and feel on mobile devices. But don’t just shrink it to fit — making a promotion mobile-friendly means actually adapting it to the device. One of my clients, social media marketing platform North Social, uses smartlink technology that detects browsers and optimizes the promotion for any individual device.