How to Create High Performing Sweepstakes for Lead-Gen Efforts
Leads have to "register" by liking Dermagist Facebook page, as well as post on their Facebook wall why they love the product. This strategy helps with social media engagement (boosting page "likes," visibility and credibility), as well as product awareness.
I also liked that on the website's sweepstakes registration page, last month's winner's name was posted. This helps reinforce contest legitimacy.
Location, Location, Location
Where you promote your sweepstakes is equally important for targeting and relevance.
There's the obvious, such as having a banner ad, header content or interstitial on the website's home page mentioning the promotion.
You can also promote it on your business' Facebook page organically (through fan page timeline and wall posts), through apps, as well as through targeted ads and boosted posts, selecting audiences in the Newsfeed that are like-minded with your target customer.
Tabsite has a variety of Facebook-friendly apps for contests and sweepstakes (photos, trivia and more).
A word of caution: If you are promoting a sweepstakes on Facebook, make sure to follow its guidelines or your campaign may run the risk of getting shut down.
Promoting it organically with search engine marketing is another tactic, such as with free online press releases.
And, of course, if your budget allows, you can promote your sweepstakes through targeted media buys (banner ads, email list rental) and pay-per-click. These costs should be factored into the overall campaign effort and cost per lead.
So when you start thinking about your acquisition efforts and how sweepstakes may be used, know that through the evolution of the consumer and Internet marketing in general, this is not your father's sweepstakes anymore.
Being a creative and strategic marketer will help you take this strategy to a whole new, high-performing level.
Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].