A Facebook competition is a great way to boost your reach, encourage engagement and build your following – but only if you get it right.
Get creative with your prize
Just because your business provides a very niche product or service, doesn’t mean you should limit yourself when it comes to a competition prize.
Consider putting a foodie hamper together with delicious products from local businesses. Not only will this make a brilliant photo but you can optimise your reach by tagging the brands that are a part of the hamper. It’s easy to add a voucher for money-off your own product or service too.
Always follow the guidelines
Did you know it’s against Facebook guidelines to ask users to share your post or like your page?
And even though lots of business pages still insist on doing it, they could get penalised by Facebook if they’re caught.
Instead, as part of your competition ask users to like your post rather than your page. Not only are you following Facebook guidelines, but you can invite everyone that likes your post to like your page too.
And don’t forget, it’s really easy to include the full terms and conditions as a Facebook Note and link to them in your competition post.
Get a little help from your friends
If you don’t get a lot of interaction on your page, round up a group of friends or colleagues and ask them to comment on your competition as soon as it launches.
This is a great way to show your content has generated engagement right away. It’s like giving Facebook a nudge which will help your competition appear in more news feeds.
Also, there aren’t many people that like to be the first to comment – make it easy for them by kick-starting the conversation yourself.
Get creative with your comments
You’ll see a lot of people telling you to tag a friend to be entered into a competition. Yawn.
Not only is that against Facebook guidelines, but it’s not exactly a great way to start a conversation. Instead use this is a chance to get creative. Encourage more comments by asking questions to get people thinking:
- Who would you like to share this hamper with? It can be anyone!
- How would you spend the money you save?
- Who do you think deserves this prize?
Prepare for a huge variety of answers that can often give you more of an insight into your audience.
And if it’s something your entrants think their friend would appreciate they’re still likely to tag them – you’re just not making it a part of the competition so you’re keeping Facebook happy.
Location, location, location
Your business is based in Cumbria. But your competition winner is all the way down in Cornwall. That’s great news if you’re in ecommerce and sell products all over the UK…
It’s not such a great result if you’re an electrician based in Carlisle.
Chances are you’ll never hear from your winner (or half of your entrants) once the competition is closed. You may have boosted follower numbers, but they aren’t your target audience.
To avoid this, you can make it clear that your winner must be available to pick up your prize in person.
The competition isn’t over just yet…
Once your competition has closed, pick a winner and let them know by telling them to check their inbox as you’ll be sending details of how to claim their prize.
If your competition winner is happy, you can use this as another post to congratulate them. Ask permission if they’re happy for you to share a photo or video of them collecting their prize too. This extra content is a way of building your community on Facebook.
All of these details can be included in your terms and conditions.
Success! And repeat? Err… No.
You’ve increased your reach, given your Facebook page a fan boost and you’ve even managed to get a few hot leads for your business too. Time to run another competition? Not so fast…
If you always give away your product or service for free as a prize, why would anyone pay full price?
And if all you do is share competitions, your audience is going to be clueless about what you and your business is all about.
Throughout the competition make sure you’re sharing engaging content to introduce your new fans to what you do.
Once the competition ends, keep up the momentum by planning videos, live broadcasts and behind the scenes insights. Perhaps create a special offer to coincide with a business milestone. There are lots of other ways to build your fanbase.
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