Getting users to engage with your content is one of the toughest things to break through when it comes to marketing. You need to offer them a hook juicy enough that they take hold - doing so could lead to converting them from a visitor to a recurring customer. But you’re struggling - your social media posts aren’t garnering the engagement you want and you feel like you’re churning out the same content over and over in an effort to catch some eyes. That’s where competitions come in.
Social media has helped make hosting nationwide (and in some cases, worldwide) competitions an absolute breeze. But not only that, competitions are also the perfect way of reaching potential customers you would otherwise never have. Social media is all about connecting after all, so hosting a competition is a great way to be heard. Competitions are also incredibly interactive - they can be made to require more than just a simple button press for instance, requiring people to actively engage with your content.
Case Study: Garden Logistics
Garden Logistics offer landscaping services to both commercial and domestic customers. They recently began to increase their output on their social media channels in an attempt to reach a wider audience and increase the traffic to their main website and we designed a competition to widen their reach even further.
The set up for the competition was simple and intuitive - social media posts (financially boosted to target a specific audience) directed potential entrants back to the main website, where they filled in a form stating what they would do if they won the competition prize - £100 worth of free flowers for their garden. Immediately this achieved two things - it directed traffic towards the Garden Logistics website, and encouraged interactivity from the visitors. When someone fills in the form, that becomes a conversion for your website.
The form served a secondary purpose as well. The competition rules stated that if you informed a friend of the competition and they wrote your name down as a referrer on their form, you would both be eligible to win if one of you did. It was a smart way of creating social media buzz - sharing things is immensely popular over social media and if people knew there was a benefit to them sharing it, they did. It was an excellent example of giving people a hook with a clear enough benefit to get them to engage.
As a result, the competition attracted a large number of entries, established a new emailing list of opted in recipients and drive direct leads both at the entry stage and via follow-up emails. It was a huge success.
Using a competition is a fantastic way to get your brand name out across social media channels. Having people share your competition across the different channels works as advertising in itself. One of the added benefits of using a competition like this is that, along with the repeat customers to your website, it’s a fantastic method of drawing in completely new faces.
A competition needs to cover a number of bases, much like the aforementioned case study - it needs to engage the contestant, while not being too challenging. It must remain fun, while offering something your audience is likely to want. In the case of Garden Logistics, everyone who follows them would probably want £100 worth of free flowers (and the added bonus of having them professionally fitted) and then those people are likely to have friends that want it and so on. Knowing your audience is, as ever, important.
It’s also important however to invest in your competition. Promotion is perhaps more key than ever before, and so paid advertising across social media channels can be of great help to your campaign.
If you have a competition campaign in mind that you need help running or promoting, get in touch with us on 01189 100 012 or email at firstname.lastname@example.org.
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