What Makes A Good Social Promotion?

Ridge Merino & Coffee Kind join forces for an Instagram promotion

Ridge Merino & Coffee Kind join forces for an Instagram promotion

So you want to grow your email list? One of the best ways to do this is via social promotions. However, it is not as easy as just signing up for any old promotional platform and relying on Facebook's organic reach, which is only ~2% of your total page audience. So what makes a good promotion? And what makes a good promotion successful?

Components of a good promotional concept.

Clear goals.

What are the goals of your promotion? Are you trying to grow FB audience (please say no) or gather email lists? Do you have a specific target market in mind? What is their demographic? Where are they located? What are their interests? Answering these questions will keep your promotion on track. 

Keep it simple.

Generally speaking, the larger the prize the larger the ask can be. But just because you can, doesn't mean you should. Keep the ask as simple as possible. If your goal is to grow your email list and location data, simply ask for name, email address, and zip code. Less is more. 

A compelling reward.

What is in it for the customer? The prize needs to be something unique, appealing to the target market, and usable to everyone. Ideally, prizes come in the form of experiences. Giving away a seat in a team car during the Tour de France will go further than a bike. However, the experience needs to be accessible to everyone. Entries to an ultra marathon are limiting because not everyone can actually complete an ultra. 

What makes a promotion successful?

Strong content.

Producing behind the scenes style GoPro content would be a great way to reach & engage with your audience. Content needs to be unique and remarkable while still being connected back to the promotion. Facebook feeds are flooded with bland "enter to win" content. Stand out.

A distribution strategy.

This is the step that most brands forget. Relying on social networks to distribute your promotion is a thing of the past. Your distribution strategy should include PR (influencer outreach), using your own athletes/ambassadors, paid advertising, and partnering brands. Strong content really helps with distribution. Even more so when content is optimized for each distribution channel in terms of size and content. 

Partner with awesome brands.

A rising tide lifts all boats. Partnering with other brands helps amplify the reach of your promotion. When five brands come together that each has their own optimized content and distribution strategy your promotion can really take off. The hard part is finding partners that are really committed to promoting the contest. Strong content really helps here too.

Conclusion

Whether you are creating small monthly promotions with one or two partners or going all in on a major promotion, following these suggestions can help you succeed. Where have you found success in social promotions? Leave a comment and let us know.

Tim Akers