Building your email list with hundreds or even thousands of new subscribers shouldn’t be a daunting task. Growing your Facebook or Twitter following doesn’t have to break the bank. Generating buzz on social media, getting your YouTube videos watched, and driving traffic to your site doesn’t have to require expensive software or complex technologies. Growth hacking is really about using smart strategies and making informed, creative decisions to boost your user base. One of the best ways to get people talking about your brand is through giveaways. But it’s the right kind of giveaway that will drive the dynamic growth you’re looking for!
Creating a successful giveaway isn’t as hard as you might think. There are tried-and-true tactics that work, no matter the size of your audience, to bring in traffic, attract new fans, capture leads, and even drive sales.
Imagine being able to report back to your team after running a campaign that brings in thousands of new emails, more Facebook followers, YouTube views, and social shares. Sounds exciting, right?
I’ve done just that while working with Logos Bible Software, and today, I’m sharing the exact strategies I use to run successful giveaways. Whether you’re using a tool like PunchTab or something else, these tips will help you achieve the same results.
But before we dive into how to run effective giveaways, let’s clear up a few common misconceptions.
- Contests are not the same as giveaways.
- Sweepstakes are not the same as free offers.
- Free offers are not the same as contests.
However, a “giveaway” can often be recognized as a sweepstakes or a free offer. In this case, we’ll focus on giveaways where there’s generally one winner, chosen by luck, with no purchase or skill required.
(And just a heads-up: this isn’t legal advice. If you have legal concerns about running a giveaway, consult with a professional to make sure everything’s above board.)
How to Create a Successful Giveaway in 12 Steps:
1. Define Your Giveaway Goals
The first step in planning any giveaway is knowing what you want to achieve. Are you looking for more email subscribers? Social media followers? Views on a video? Sales of a product? Identifying these key performance indicators (KPIs) upfront is critical to building a focused, effective campaign.
For example, your primary goal might be to generate new social stories, with a secondary goal of capturing email addresses. Every decision you make about your giveaway—from the prize to how you promote it—should align with these goals.
2. Pick a Relevant Prize
Your prize is what draws people in, so make sure it’s something relevant to your audience. At Logos Bible Software, we often give away tech devices that can run our software. Why? Because it connects the prize with our product, helping us build brand awareness while still offering something exciting.
Think about what your audience cares about and choose a prize that makes sense. For example:
- A clothing brand could give away a watch that complements their apparel.
- An auto dealer could give away camping gear that fits perfectly in an SUV.
3. Find a Promotional Partner
One of the quickest ways to expand your reach is by partnering with another brand. Look for non-competitors with similar audiences, influencers, or even other divisions within your company. When you present them with a fully planned-out campaign (graphics, landing pages, etc.), it’s an easy win for them and opens up opportunities for future collaborations.
And here’s a pro tip: if you deliver great results, your partners may even want to front the cost of the prizes in the future!
4. Set the Right Campaign Duration
How long should your giveaway run? It depends on your audience and the message you’re trying to get across. It could be a one-day flash giveaway on social media, a multi-week campaign leading up to a product launch, or anything in between. The key is to run it long enough to build excitement without exhausting your audience.
5. Use Your Blog as a Landing Page
If building a custom landing page isn’t an option, your blog is a fantastic alternative. Hosting your giveaway on your blog lets you tap into your existing audience and leverage built-in engagement tools like comments. Plus, it’s a low-cost way to run a campaign without needing specialized landing page software.
6. Host the Giveaway in Multiple Places
To maximize exposure, host your giveaway in more than one place. This could mean embedding the giveaway widget on your blog and your partner’s blog, or sharing it across several social media channels. More entry points mean more opportunities for people to engage.
7. Blog with the Giveaway in Mind
Don’t stop at just announcing the giveaway—create follow-up blog posts that keep the momentum going. For example, interview an author if you’re giving away their book, or create related content that keeps the giveaway top of mind.
8. Use Your Existing Marketing Channels
Don’t rely solely on social media to promote your giveaway. Use every tool at your disposal, from email lists and SMS to mobile app notifications and product page banners. Your goal is to remind your audience, across all platforms, to participate.
9. Promote on Social Media
This one’s a no-brainer, but don’t forget to craft unique graphics and messaging specifically for social media. Reach out to influencers and larger Facebook groups to share your giveaway, and update your profiles with links to the campaign. Every touchpoint helps.
10. Consider Advertising
If you’re willing to invest a little, targeted ads on platforms like Facebook can be a great way to drive more traffic to your giveaway. Just be sure to know your customer acquisition cost and set a budget that makes sense.
11. Send Last-Chance Messages
In the final days of your giveaway, ramp up your messaging. Let your audience know it’s their last chance to enter, and use bold, exciting language to create urgency. Remind them of the prize and the benefits of participating.
12. Follow Up After the Giveaway
Once your giveaway ends, it’s crucial to follow up. Announce the winner on social media and send an email to everyone who participated. This is also a great opportunity to offer special deals or encourage people to stick around for future giveaways.
Final Takeaways
Every giveaway is different, but the principles remain the same. Be flexible, test what works, and adjust as you go. With the right planning and execution, a giveaway can be a powerful tool to grow your audience, boost engagement, and drive sales.
