Increase website traffic from 10%. A good plan is half of the success. So it's important to set your goals carefully before launching your contest. Be as specific as possible with an exact number, for example: simple registration conditions and almost 5 million users in the Czech Republic make Facebook a popular platform for competitions. These can help you get to know your fans, increase their loyalty, reach new potential customers or raise awareness of your brand.
- Increase engagement on posts by 15% over the course of a month.
- Get at least 8,000 new fans on the page.
Don't just focus on short-term goals, you need to see things in the bigger picture. Getting 1,000 new fans is nice, but in itself useless. Determine what you expect from those 1,000 new leads that have just discovered your brand?
Second, it's important to decide what key metrics you'll measure. The first thing you need to do is to tag them so that your analytics tool can distinguish the different sources from which customers are coming to you. Google Analytics uses UTM parameters that are written into the URL to enable tracking of your links.
Which model to choose for the competition?
1) The easiest is to invite a customer to like your post and then randomly draw a winner. Slightly more interesting is asking for comments and selecting a winner based on the popularity of the comment or your own discretion.
2) Another option is to creatively complete an incomplete sentence or fill in a bubble in a photo.
3) You can also choose a winner based on a quiz, perhaps about your company.
4) If you organize a contest where the condition of entry is to publish your own photo or a quote, you will probably have a lower number of contestants, but on the other hand, you will get materials that you can use in the future.
Promote the competition in all possible channels
It is important to promote the competition not only on Facebook but also on other social media channels. You can come up with your own hashtags for Instagram or make a short video, write a blog or send out a newsletter.
It's important to remember that if the competition doesn't have an interesting prize or the originality of the concept itself, even the best promotion won't guarantee you thousands of new visitors.
Don't underestimate the rules
Remember that any competition you post must meet Facebook's fairly strict rules. The most important one is this:
- It's forbidden to ask contestants to share your post on their timeline as a condition of participation.
- At the same time, you can't require customers to share the post on their friends' profiles.
- Asking to tag a friend in a post is also unacceptable.
Each contest must also include
- rules and conditions of participation,
- a disclaimer that the contest is not endorsed, sponsored, administered by, or in any way associated with Facebook,
- notice that it is you, not Facebook, who stores information about contestants,
- by entering the contest, the contestants are giving their consent to the collection of data.