Does running a Facebook contest feel like it could be GREAT for your marketing, but makes you just a little anxious at the same time? With Facebook constantly making changes, modifying rules, and doling out punishment, it can be stressful to think about navigating their rules to run and promote a contest. If you are one of the many who feel unsure about this tactic, you’ll want to keep reading. Today, let’s cover the basics of how to run a successful Facebook contest.
First of all, if you are new to running contests on Facebook, it is a good idea to read through the Facebook Page Terms here. Check out the section on promotions. Facebook DOES have a tendency to change its rules, so you should make sure you are working with the most up-to-date information.
Second, I’m referring to Facebook contests, but this blog applies both to Facebook contests and Facebook sweepstakes. For a sweepstakes, you might prompt your audience to take a simple action so that random chance can determine a winner. For a contest, someone has to do something to merit the win.
Here are some things to consider if you want to run a successful Facebook contest:
What is your goal?
This is a fundamental question for any type of marketing, and just as important for a Facebook contest. So, know what your goal is for your Facebook contest. If you know what you are trying to accomplish, it will help you figure out how to run the contest. Are you going for brand awareness? Capturing email addresses? Getting content from your audience? Different contests are designed to do different things, so you should start by figuring out your goal.
Know what your goal is for your Facebook contest. #socialmedia #business #marketing #smb Share on XHow should you run the contest?
Knowing your goal will help you determine if you are running your contest through a third party app, on your own timeline, and what type of action you want your audience to take.
Years ago, you had to use a third party app. Nowadays, it is fair game to run a contest directly on the timeline of your business page. If you have been using a personal Facebook page like a business page…stop. It’s against the rules, and you definitely shouldn’t try to run a contest there.
If you have been using a personal #Facebook page like a business page…stop. #business #smb Share on XBased on your goal, you can also pick a type of contest. For brand awareness, do a sweepstakes on your timeline where a like and/or simple comment is an entry. Or maybe you want to make voting on comment entries part of the process of determining a winner if you are crowdsourcing content. If you want to get email addresses, you should look into a third party app to collect that information. It will not be quite as simple as a timeline contest, but it will also expand the ways you can market your contest and give you email data.
Legal Issues
When it comes to running a Facebook contest, you need to be clear about your terms and conditions. When does the contest open and close? When and how will the winner be selected and announced? Who is eligible and how do they enter the contest? Be clear about all of your rules.
And then respect Facebook’s rules. Make sure everyone knows and abides by the fact that your promotion is in no way sponsored, endorsed or administered by – or associated with – Facebook.
As a general rule, you can’t make people use or exploit their personal timelines to enter your contest. So, don’t ask entrants to share the contest on their timelines or tag friends.
And – if you are new to the game – you might want to check the law of operating contests in your region (state/province/country/etc.) If your audience is international or outside of your region, that’s okay – but make sure you are within your home rules. Many places make it illegal to run lotteries and you want to stay out of territory that could be perceived as online gambling. The words “no purchase necessary” are your friends.
Prizes
It may be tempting to offer a prize that seems glamorous because you think it might get more attention, but it makes the most sense to stick with a prize related to your own business. Gift certificates, products, or services from your own business are best for the long run. This way, you know that the interest and leads you generate through the contest are people who actually care about what you offer. For future marketing, this is important. So, use a prize from your business for your Facebook contest.
Use a prize from your #business for your #Facebook contest. #marketing #smallbiz #smb Share on XLook at the Big Picture
A Facebook contest is all well and good, but how does it function within your overall marketing plan? Let’s say you run your contest for two weeks. Are you giving your audience lead time to get ready? How are you promoting it during those two weeks through Facebook or other channels? How can you extend the excitement after the contest through announcing winners or leveraging your next message? What are you doing with this newfound interest?
These are all questions you should consider before you start the contest so you can make the most of it. For ideas on how to make the most of your marketing campaign for the long term, read here.
A Facebook contest CAN be a fantastic campaign to run when marketing your business, and there is nothing to be afraid of. Once you are familiar with your goals and some of the basic rules, you are ready to go so you can leverage this platform for your brand.