How I added almost 1,000 subscribers with a giveaway Ellen Finkelstein www.ChangetheWorldMarketing.com
Here’s what we’ll cover My results The BIG problem with giveaways that you need to overcome The software I used, and alternatives My marketing strategy Lessons learned How you can set up your own giveaway
What is a giveaway? Organizer Contributor/ Contributor/ Contributor/ Contributor/ Contributor/ Gift Gift Gift Gift Gift Opt-in Opt-in Opt-in Opt-in Opt-in Subscribers
The word “giveaway” sometimes means prizes given away by the sponsor Organizer Gift Gift Gift Gift Gift Subscribers
What’s the BIG problem with giveaways? The organizer adds EVERY registrant to her email list Contributors only add registrants who choose to pick up their gift It’s a lot of work to set up a product as free with an opt-in Is it worth while?
Your big problem is to get contributors to set up a gift and promote actively Clicks I offered to promote contributors after the giveaway until they got back the clicks they gave me Clicks
I also focused the giveaway — for speakers I told contributors they would get a tightly focused group of speakers on their list I chose speaker coaches for my contributors
How to organize a giveaway Find people who Decide who you want the same Aim for about 15-20 want on your list — group on their list — gifts I wanted speakers coaches, entrepreneurs, etc. Start with the most When you get a yes, Find 30-40 people to well-known person use that name as ask first you ask others
My giveaway lasted 2 weeks (10/2 – 10/16) It gave contributors flexibility about when to promote It didn’t drag on for too long
Keep track of who you asked, when and their reply You’ll need to There will be a I used a table get back to lot of back and in my planning some people forth emailing document
Do you have to promote the giveaway? I only sent out one email to my list I wanted people NOT on my list to join But it wasn’t fair to keep it a secret from them
Let’s get to the technical stuff! You can do it all You can use on your website online software Can’t give credit for Can give credit for Facebook likes Facebook likes Less secure More secure Learning Easier curve/software frustrations
I looked at 3 online software solutions, called Facebook contest/promotion apps • Woobox ($30/month) • KingSumo ($198/lifetime) – WordPress giveaways • Rafflecopter ($13 or $43/month) www.ventureharbour.com/facebook-contest-promotions-apps/
I chose Woobox , because it… Let me set up a campaign for free before I bought Let me protect the page listing the gifts Let me extensively customize the gift page (KingSumo limited that page to 3 images and I needed 30!) Seemed reasonably priced – I didn’t expect to use it again soon Has phone support
Woobox has a bewildering array of options
I spent a lot of time planning & learning… Dates and timeline My pitch to contributors Potential contributors Looking at other giveaways Infrastructure Integration with Aweber Trying to understand Woobox My target market Considering prizes Facebook sweepstakes rules Working on my gift
One of my planning sessions… Contributor fills out form on CtWM We put on Affiliate list and send an email with link and copy & invite to AFfilate FB group They promote to a page on CtWM that has a button that goes to Woobox Entrants will out the form on Woobox They get a link to use to promote
I needed contributors to submit their gifts • Name • Name of product • Product value • Product image • Headshot • Product description • PayPal email
…but the Woobox form option was too difficult to use, so… I put it on my website using the Contact Form More technical but they 7 plus WordPress File gave me the flexibility I Upload WordPress needed plugins
https://www.changetheworldmarketing.com/ speakers-giveaway-contributors/
I made a list of about 40 people to contact from multiple fields I got 14 people to contribute Plus me = 15 Just about right! You don’t want to be overwhelming to registrants More gifts means each contributors gains fewer opt-ins
Ideally start asking 2-3 months in advance Top experts are busy You don’t want to rush people — or yourself They need time to create their opt-in
I asked them to become affiliates — why, since the Giveaway is free? If their referral buys something in the future, they get a commission I get more affiliates, who might promote me in the future I needed to track the referrals they brought; my affiliate program does that
I created a short “sales” page on my website You can see it at changetheworldmarketing.com/speakers- giveaway/ This page tracked affiliate links The button linked to the Woobox campaign
The next step was to set up the form for registrants in Woobox I used the Choose Click in each Sweepstakes Customize, section to edit option Entry it
Under Export> Realtime Exports, you can integrate with your email service Set up a list in your email service Connect Woobox to that list (You can export the Woobox list manually) I wanted to ask for only the first name, but it wasn’t possible (3 days of frustration wasted!)
Then customize the Post Entry page (ugh!) I wanted a specific format and could only get it using HTML At least that option was available I created it in Dreamweaver I gave the code to my Virtual Assistant She used it to add each contributor’s gift
Here’s what it looks like Put your gift at the top with no opt-in required You already got their email when they signed up
Put yourself in the shoes of the registrants Test everything Add explanatory instructions Add inspiration to share with others
If you use Facebook at all, you MUST have a link to rules blog.woobox.com/2017/02/official-rules-template- guide/ Click Advanced>Rules to add the link Go to www.facebook.com/page_guidelines.php and look under “Promotions”
My secret solution to paying back my contributors’ clicks I used Simple I replaced their They gave me Click Tracker link with an SCT the link to their (similar to Pretty link that I could gift Links) track SCT Link Their Link
You can track in Woobox Woobox has a method to track which I didn’t see until the end Add ?source= YOUR_SOURCE_NAME to the end of your Woobox sharing URL to track the performance for each source of participants in your promotion
Communicating with contributors Ask them to commit to 2 emails on specific dates. Encourage one date to be the last day of the giveaway so they can tell people “Today’s the last day!” Give them email copy Create a leaderboard of clicks (from your affiliate program) and send it out to every contributor at least twice In the end, I shamed 3 holdouts and got everyone to promote
Bonus for contributors Help them network with each other Hold a motivational meeting for them
3 days before the end, 3 people hadn’t promoted
You can see how I was able to track the clicks they sent me and the click-throughs they got
If they sent me more clicks than they got, I’ll promote them again I’ve already paid back several of them I promote a freebie, not the giveaway gift, which was only available for 2 weeks “BTW - that last promotion was awesome! I added 150+ people to my list! Thank you!”
Communicating with registrants Send a couple of emails to the entrants to encourage them to go back and look at the gifts again – and to promote Give them instructions on how to get to the giveaway page again At the end, invite them into your community
I didn’t get many shares/likes
Giving away prizes Each entrant gets a unique link Prizes are an incentive for entrants to promote because they get an extra entry for each person who joins with their link I gave away 11 prizes including 2 physical ones (I sent them from Amazon) In Woobox, go to Winners>Pick Winners You can also use Excel’s RAND or RANDBETWEEN function Email the prize winners right away Announce prize winners to all the entrants
Here are the 11 prizes I gave away $100 gift certificate at Amazon.com 2 smartphone portable recharger stick, for speakers who travel and need their phone to work from morning ‘til night ($12 value) 3 copies “12 Steps to Become a Charismatic Speaker” ($10 value) 3 copies of “The Lost Art of Persuasion” ($10 value) 1 copy “High Persuasion Presentation Program” ($197 value) 1 copy “Profit with Webinars” ($297 value)
Keep track of your results!
How you can start your own giveaway Choose a goal, strategy, and timeline Pick up my Giveaway Package with emails, the PDF of these slides, my giveaway rules, my pitch to contributors… Research software or do it on your website Create a list of potential contributors Work out tech details Promote the Giveaway Good luck!
Recommend
More recommend
