Everything you do on your company website or blog is in service of building a following that will go on to be customers of your goods or services. Ava Launch Media reports that 23 percent of Internet use is spent on blogs and social media. But how do you get more visitors to your blog and social media profiles in particular, and more importantly, how do you convince them to go on to make a purchase from your company? A giveaway is one way to increase traffic to your blog or website, but if you want the entrants to become paying customers, you have to do more than just post the giveaway and hope for the best.
Don’t Be a Robot When Promoting
Constantly posting the same few lines about your giveaway will turn some potential customers away because it’ll look like spam on their social media feed. Think of clever ways to spread the word about your giveaway and reach the audience most likely to be interested in your services. If you sell sunglasses, for instance, and your giveaway is for a free pair, post messages like “Protect your baby blues this summer with a free pair of eyeglasses from Business Name” and “We love your smoldering brown eyes and our sunglasses do too. Enter to win a free pair!” Most marketing copy is effective, but don’t continuously post the same message over and over.
Put Together an Engaging Post
Don’t have a basic post with giveaway rules and a “click here to enter.” Embed the giveaway into a post that offers compelling content that’s relevant to your business or industry. Don’t forget to include images as well. According to Jeff Bullas, articles and blog posts with images get 94 percent more views than posts without. If the post about your giveaway is an example of the type of content your visitors can expect on a regular basis – recipes if you operate a cookingware business, for example, or thoughtful analysis about streaming TV shows if you stream video content – you’ll get visitors who come for the giveaway but stay to explore the rest of the site.
Incentivize Shopping During the Giveaway
If your giveaway has enticed potential customers to visit your website, take advantage of the visit. Don’t let them just enter the giveaway and forget about it. Tell them they’ll be rewarded with a discount code for checking out the giveaway information. Don’t limit the discount to just the product or service that’s the prize of the giveaway, as many consumers will hold off on making the purchase on the chance that they win. Instead, offer a store-wide discount or a steep discount on a product or service most likely to interest those who enter the giveaway. For example, if the giveaway is for a free picture frame, offer discounts on picture prints.
A lot of consumers get excited about the possibility of winning something for free, but the only advantage to the business is the marketing opportunity that goes along with it. Optimize your giveaway so your business sees long-term results instead of just relying on the brief flash-in-the-pan boost that comes during the giveaway period.