People love presents. Birthday presents wrapped nicely, the first price in a lottery or an unexpected goodie bag stuffed with lots of free stuff. Presents spike serotonin levels and make you feel good. So what better way for your business to make your audience and fans happy? Right: giveaways.
I mean who can resist free stuff?
Advertising through social media giveaways
Giveaways are an easy way to gain email subscribers, increase engagement and promote brand awareness. All to establish a positive relationship with your community.
With social media in our lives it has never been easier to advertise your business with a giveaway campaign. You can run a product giveaway with a social media influencer to boost your exposure instantly. But social media is also a great tool for brands to collaborate with each other.
The more presents the merrier, right?
We’ll help you to get the most our of your co-branded giveaway campaign with these 5 tips – and they’re free, too!
1. Pick a memorable theme
Everyone loves a good theme! But choose wisely – be bold, creative and on topic. Don’t just choose special dates for your giveaway, like back-to-school, Valentine’s Day or Thanksgiving.
Kudos if you create your giveaway campaign around dates that are related to your goals, mission or choose events that stir up discussion. What you think about World Meat Free Day, Blue Monday or Carrot Cake Day – yes, this is a thing!
2. Find the right brands
Now choose a brand that works with this theme. Keep the brand’s social media following and audience in mind.
Some questions to consider:
How many followers do they have?
Would their audience be interested in your product, too?
Will they post about the giveaway on their social media accounts?
Are they a non-competitive brand? You’ll want to find complementary brands, not those that would take business from you.
Keep in mind that if your brand hasn’t reached social media super star status – yet! – certain brands may not be interested in collaborating with you.
Don’t lose hope!
It may take some time to become that go to brand that everyone wants to work with. Start with reaching out to local or small family owned business.
3. Create a partnership deck
You prefer to work with professional brands that have it all together, right? Then be that brand. Make sure your brand is just as appealing to other brands as you expect them to be.
A solid way to do it is by creating a social brand partnership tool kit. A perfect way to showcase what your brand has to offer.
Include general information like:
A brief yet captivating introduction to your business
Your social media following and stats
Your brand’s number of email subscribers
Add information specific to the giveaway campaign:
Goals for the giveaway
A step by step process on how the giveaway works
Explain how each brand will promote the giveaway
It’s not rocket science. If all brands participating in the giveaway actively promote it, too, it will increase entries, engagement and so on.
Sky is the limit here.
For optimal collaboration remember that every brand has their own guidelines and approval process for social media copy and content. Be sure to discuss this far in advance so you’re all ready, set, go.
4. Create a timeline
If you are hosting a huge giveaway campaign with several brands it can feel like you’re herding cats.
Save yourself time and headache by creating and sharing a timeline with your brand partners that includes specific deadlines. Also not a biggie:
Start and end dates for the giveaway
What date you’d like all of the items for photos
Due dates for landing pages or any other platforms that will be used during the giveaway
A social media calendar
Dates for email blasts to promote the giveaway
Pick a date when the winners will be selected
Dates for prized to be shipped to the winners
5. Emphasize benefits of the collaboration
Of course, the first thing brands will wonder when you invite them to your giveaway campaign is: “What’s in it for me?” Up to you to make them an offer they can’t refuse.
Amongst working with you, there are plentiful of amazing benefits for any collaboration between brands:
Sharing email lists that are collected during the campaign
Including brand partner’s coupon codes or ads in your post-giveaway emails
Make it a requirement for entrants to Like or Follow the other brand’s social account
It’s a quid pro quo. Working with other brands on giveaways should be beneficial for all parties involved. Increase the chance of brands working with you by communicating benefits and setting expectations. In this way everyone will reap the benefits with smiles on their faces!
Spread some co-branded love
So there you have it! Social media giveaways can be one of the most powerful tools to use in digital marketing.Once you find the right partnerships with the right brands, it can make a giveaway even better.
Most importantly, though, co-branded giveaways are a wonderful way to give back and show some love to your loyal following.
What is content marketing? According to Google: “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.”
Basically any piece of content you create as a brand, organization or individual to provide value outside of your normal product and service offerings. There are many different types and approaches for content marketing. This list of keys to success focuses on core elements that we’ve seen work across dozens of campaigns and ongoing content marketing efforts.
1. Select the Right Distribution Channels
Just because a channel is popular, doesn’t necessarily mean you should focus your efforts there. Where does your target audience engage the most? What social platforms? Which blogs? Mobile or desktop? Adding more channels takes more time and money to do well.
2. Create Real Value
It’s better to create fewer pieces of content that are awesome than it is to create a bunch of mediocre content. Make something that people can actually use, that truly inspires and entertains them or delivers fully on whatever value you set out to achieve
3. Identify Potential Partners
Make a list of all the brands, press outlets, influencers, and anyone else who has a similar audience that you could work with to create and/or distribute your content.
4. Create Multiple Pieces of Content
A series of blog posts, one long video with multiple shorter videos, etc. Having multiple pieces gives you a better chance of one piece taking off organically.
5. Use a Variety of Mediums
This gives you the maximum flexibility in your distribution plan. If you have images, videos and articles around a given topic it lets you take advantage of more platforms and promotional tools.
6. Use Paid Promotion
One of the biggest mistakes people make is expecting content to take off on it’s own. As more and more people create content across an ever-growing number of platforms it becomes harder and harder to break through. Leveraging targeted digital ad buys as a part of your marketing mix makes sure your content actually gets seen by your target audience.
7. Budget and Plan for Distribution From the Beginning
There’s a saying in the film production world that a dollar spent in pre-production is worth two in production and three dollars in post. From the very first conversations about creating content you should also be thinking about how that content is going to be distributed and promoted. It’s much easier to allocate dollars up front than after the content is created and you’re scrambling to promote it.
8. Define Success
If you know you want to drive 10,000 visits to your website, 1,000,000 video views, 1,000 Facebook engagements, 35 sales or whatever your concrete goal is, you should budget accordingly. Allocate paid media budget for your minimum goal to ensure you achieve success before you release anything.
9. Narrow Audience = Higher Costs
The more narrow the target audience, the more money you should allocate per action. As a general rule it costs more per action (click, view, etc.) to reach vegan soccer moms in North Dakota than it does to reach all moms in the United States.
10. Budget for Testing
We never launch a campaign without at least one element being tested. It can be as simple as two different headlines in an ad or two different images. With this in mind you want to make sure you budget enough to test these options. The more you budget, the more testing you can do.
11. Reserve Budget to Scale the Best Performers
A lot of people think it makes sense to put money behind content that didn’t perform as well organically, but in reality we always recommend to put money where initial performance is strong and scale those campaigns. As a basic example, say you have 10 pieces of content and $10,000 to spend promoting them. We would allocate $5k to promote all 10 initially and then reserve the remaining spend just for the best performers.
12. Plan to Course Correct
Very rarely do campaigns launch with immediate success when trying something new. This is part of why we always test and re-allocate budget based on what’s working. “Set it and forget it” is not a strategy.
13. Measure & Analyze Results
There are numerous tools out there for tracking the success of your content marketing efforts. Using your goals outlined in #8 you should determine what you want to measure up front. Then when you see combinations that are working, scale them with the budget you set aside in #11.
14. Leverage Owned Media
Don’t forget to tap all the channels you have access to. Your social media pages, email list, website, email signatures, etc. Create internal guidelines for the content distribution process across your channels to make sure you hit all of them.
15. When You Work with Influencers, Let Them Lead
An influencer knows their channel and audience better than you. Give them the general parameters of what you are looking for and let them brainstorm the best approach to connect to their audience. Be open and ready to step outside your comfort zone.
16. Keep Making Content
Content marketing has an awesome cumulative value effect. The more great content you make, the more content new prospects/fans/visitors have to consume and the more effective your content marketing becomes. This also lets you learn and continue to hone your strategy rather than just doing a one-off content marketing campaign.
17. Create a Content Marketing Calendar
Knowing what you are posting, on which platforms with which links, hashtags and @mentions can get increasingly complicated as your content marketing efforts grow. Utilizing a calendar helps you stay organized and more easily adjust for unplanned opportunities and issues as they come up.
18. Leverage Tent-pole Events
Holidays, big sporting events, seasons, and more are referred to as tent-pole events. Anything that aggregates the attention of a large group of people. The size will depend on your product or service. It could be something international like the World Cup or something local like Restaurant Week Los Angeles.
19. Choose Hashtags Wisely
Generally speaking, using a popular hashtag will get you more visibility, but make it more difficult to track performance. This is especially true if you are running contests based on hashtags. Using a unique hashtag for a brand or campaign combined with more popular hashtags lets you get the best of both worlds.
Something we missed here? Disagree with one of the tips? Let us know in the comments.