What is a Giveaway?
A giveaway is a competition that encourages people to enter for a chance to win a prize.
You’re likely wondering how that can help you grow your business.
Well, businesses can request information from those who enter the giveaway,such as the person’s email address or a follow request on social media.
With each giveaway, you are growing both your email list and your social media following. You can even include extra incentives to those who enter by offering things such as extra entries when the person follows you on social media and posts with a unique hashtag.
Giveaways should be all about fun for your audience, so get creative and have a little fun in the planning process as well!
Steps for Running a Giveaway
There are four steps to any successful giveaway. Without them, your giveaway will not reach its full potential.
1. Define goals
Are you wanting to collect email addresses or grow your social media following?
You must pick one goal. If you try to do everything, you’ll end up accomplishing nothing and your giveaway will not be successful. Define your most important goal and then structure your giveaway to blow that goal out of the water.
2. Identify prizes
Are you giving away a one specific thing, such as a gift card or a discount? Or maybe you want to give away a suite of products?
There are numerous options, and you know best what would appeal to your audience.
You probably have seen giveaways that say “Enter to win an iPad.” While that sounds great, it’s only beneficial to you if you know you have an audience that uses iPads. You want the prize to resonate with your target audience.
Keep in mind that the giveaway doesn’t have to be something you sell. Giveaways are fantastic opportunities to partner with other businesses who share customers but do not directly compete. You can purchase a product from them to use as your prize, and then ask them to help promote the giveaway. Another option is to partner directly with them and share the lead list generated by the giveaway.
3. Set Up Your Giveaway (in TrustSpot)
Once you’ve landed on a prize, you need to set up your giveaway to start gathering entries.
This may seem intimidating at first. However, it doesn’t have to be, especially when you have this article in your back pocket.
To get started, open your TrustSpot account. If you don’t have one, start a free trial here.
Open the “Experience Surveys” on the left portion of your screen and click “Collectors.” Create a new collector and add your questions from the “New Question” tab.
Customize your giveaway and remind your audience what they are entering to win.
After you’re satisfied with the wording, copy your unique Collector link and scroll down to Promote.
Now that you have set up your Giveaway, you need to spread the word. We cover 6 strategies for marketing your Giveaway.
1. Email your contact list
Share your giveaway with your email list. Use an email marketing tool to segment your contacts if needed. While emailing your list is not a strategy for increasing your list size, it does allow you to deliver value to your current customers.
Copy the template below to email your list.
We’re running a free giveaway, and you're invited to participate! It takes 5 seconds to enter for a chance to win [name of prize] at the link below:
Spread the word!
Also, ask your contacts to share the word about the giveaway on their social media. Use the template under social media to provide your contacts the text they can copy and paste into their social media platforms. By giving your contacts exactly what to say, you will make it that much easier for them to share it—and they will be more likely to do so
2. Add to your website
Add the giveaway to your website. There are a couple ways to do this.
Use a chat tool such as Intercom to share the giveaway with new leads as they land on your website. You can also add a hello bar to the top of your page to attract new leads, as well as current customers.
3. Write a blog post
Write a blog post about the giveaway with details about the prize. This is especially impactful if you’ve partnered with other companies. You can describe their product you are giving away and then link back to their site. You could even include small blurbs from the founder or head of marketing.
Your partners will appreciate the extra link back to their website and the opportunity to discuss their products. They will also be more willing to share your blog post since it tells a little bit about their story.
Of course, don’t forget to make the giveaway link the main call to action of the post. Start with a large button and then finish the article with another button.
4. Share on your social media
Share your giveaway across your entire social media existence. You’ll want to use a scheduling tool such as Buffer to ensure your audience sees your giveaway and blog post at least once.
We all know social media is crowded, so you will need to test out different copy and timing in each post. Don’t just write one post and blast it across all of your channels multiple times a day. Switch up the messaging to see what resonates with your audience. You likely already have a framework for this.
If you have a partner company, tag them and post their blurbs from the blog post as screenshots. This gives your partner another opportunity to like your post or reshare it (depending on the channel).
5. Ask your partner to help spread the word
Ask your partner company to help get the word out about the giveaway but don’t want to leave all of the work up to them. Provide them with a script. They may want to tweak the message to match their voice, but they’ll appreciate the extra help on the front end.
Here is a template to get you started:
Our partners at [name of your company] are running a sweet giveaway! We think you’d really like it. Plus you have an opportunity to win some of our gear.
Check it out here => LINK
6. Run Facebook ads
Facebook and their ad platform are excellent ways to drive traffic to your giveaway. Giveaways tend to do very well on Facebook’s platform, which is probably why you see so many.
You’ll need to come up with a goal and budget for this channel so you know when to pull back or push forward if things go well.
Bonus tip: Add to your P.S.
Here’s a fun bonus tip. Add your giveaway link to all of your company’s signatures as a P.S. This will ensure that your giveaway link is in all of your emails, including your support emails.
Who doesn’t love receiving a solution to their problem and a link to enter a giveaway to win some awesome prizes?
Giveaway Picker Tools
Once you reach the entry deadline for the giveaway, you may have hundreds and even thousands of entries to choose from. You certainly don’t have the time to filter through these by hand to pick a winner. Here are two fast and simple ways to select a winner anonymously:
1. Use a number generator
Google “number generator” to use a free number generator without having to create an account, etc. Simply enter 1 as your minimum number and your max number will be the number of total entries.
The number generator will spit out a random number which you can use to locate the winning entry in your giveaway list.
2. Use a random name picker
This is the equivalent of picking a name out of a hat. There are numerous tools out there to do this. Wheel of Names is just one.
Paste in a list of names, and then click to spin. The wheel will select the name of the winning entry. Be sure to use first name and last name in case more than one entry shares a first name.
Keep in mind that if you are looking for the quickest way to pick a winner, the random name picker may not be your best choice. The number generator mentioned above is easier to use and doesn’t require you uploading information to a website.
Converting people from your giveaway
Once your giveaway is complete and you have picked a winner, you will have a list of engaged contacts in your target list. Soften the blow of them not winning with the strategies below. You can still make it a win for them and your business.
Use TrustSpot to send your new audience coupons on their next purchase as a small thank you for entering the giveaway. Be creative with the message in order to win their business even though they did not win the giveaway.
Here is a template to get your brain working:
You’re still a winner in our book!
Here’s 10% off your next purchase as a small thank you for entering the giveaway.
Learn more about using coupons here.
Giveaways to Grow Giveaways
Use giveaways for social proof on future giveaways. Do this by including the number of entries received on the previous giveaway to showcase how many people are interested in winning from your brand.
Final Things To Remember During Your Giveaway
- Pick amazing prizes: People sign up because they want to win cool prizes. This is your chance to stand above the other “free iPad” giveaways with the best prize or suite of prizes.
- Use TrustSpot: TrustSpot’s Experience Surveys are perfect for organizing and running giveaway contests.
- Promote your giveaway everywhere: Get your giveaway in front of your current audience and target audience. Use the strategies above to drive entries to your giveaway and grow your business.
Want to run your own giveaway? Download our checklist to ensure you are set up for success.