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Are you looking to get more people engaged and excited about your brand? Aren’t we all… Over the past 6 months I’ve been running an online contest for one of my clients. My client’s goal was to generate more activity from their Facebook community. They know that if they can get their Facebook community more engaged in their brand they can generate more sales for their products and services.
Over the past 6 months we have blown away all expectations for the amount of Facebook activity the client was hoping for. Knowing that many of our readers have the same goal as my client, I wanted to share this personal story with you. In this article we will review our marketing strategy, discuss the day-to-day tasks required, and finally share the results. By the end of this case study you should have everything you need to do this too!
With a goal of generating more online activity from my client’s Facebook community I went to work developing a sound marketing strategy that could work to achieve their goal. Here are the steps I followed:
After running through all of the steps above, my strategy was beginning to form. I would use Facebook, blogging, and Twitter to reach my audience, communicate my message, and encourage engagement in my client’s brand. An online contest with a monthly prize drawing would serve as the strategy that I’d use to achieve my client’s goals.
Any time you decide to implement a new marketing strategy you should take some time to plan how you will execute your new program. Here are a few questions I asked myself before implementing this new contest strategy:
By asking yourself these questions prior to launching your contest you’re more likely to have success. Nobody wants to participate in a poorly thought out contest.
Once you’ve taken time to plan out how to execute your contest, it’s time to implement it. Here’s what we did:
It took some time to get our process fully worked out, but after the first two month’s of running the contest everything was running like a well-oiled machine. Marketing a monthly contest definitely takes some time, but positive results make it worth it. Be sure to keep your contest ideas fun, and your weekly tasks simple. You don’t want to scare people off with tasks that are too difficult. Once the month is over its time to select a winner.
At the end of each monthly contest we entered everyone who participated in each of the weekly tasks into a drawing. We then selected 1 grand prize winner and 2 consolation prize winners. If you have a lot of people participating in your contest it’s important to have consolation prizes so that more than 1 person can win something.
Here’s how we go about notifying the winners and fulfilling their prizes:
So far the contest that we set up for our client has been an overwhelming success. The level of engagement by my client’s Facebook community has far exceeded our expectations. Here are some of the data points that we are tracking:
Overall the number of “LIKES” are growing steadily each month, which means we are attracting new contest participants/Facebook community members on behalf of my client. Contest participation is very high compared with an industry average of a few percent. The amount of people seeing our message has skyrocketed since starting these contests. Our labor is starting to pay off as our contest is seeing increasing traffic from Facebook to their website and online sales are increasing.
Depending on your goals I would recommend that the majority of website owners at least consider running an online contest. Contests can be a great way to engage your online community, as well as, get them to spread your message to their friends. Follow the steps that we laid out in this article and you’re sure to have success.
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Ryan Taft is a twenty-something entrepreneur with a passion for helping small businesses use online marketing tools to reach more customers and prospects, build relationships with those folks, and ultimately grow sales.