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Any company generating leads relies heavily on their website to convert their visitors to an action—whether it’s a sale or interest for more information. The best way to increase web conversions is through promotions and giveaways. Running specials on your website is a must—people love getting deals!
For some of you, you clicked this blog mostly because you thought you were getting a free website analysis. Don’t worry, I wouldn’t lie to you— enter your website below for a FREE analysis.
For others, you were interested in improving your lead conversion rates. That is where the giveaways come into play. Studies show that giveaways and contests are a great way to capture leads. I know I am a sucker when it comes to signing up for something free on the internet. Americans are cheap; it’s what we do! Heck, I’ve seen people do terrible things for a free t-shirt. Imagine if you were giving something away with actual value.
Create a Compelling Online Giveaway
The most important thing to consider when creating your contest plan is what you’re going to give away. You want it to be something of value to your target audience in order to capture the most leads. However, you don’t want it to be something that will cause your company to lose money, just in case you don’t have as many entries as you had hoped for.
Ask yourself, “What am I willing to spend in order to gain one new customer?” For many, this may depend on the average cost per job. If you are a high-end landscaping company and your average cost per job is $10,000, you may be able to give a bigger prize. Just remember, one new customer could turn into a repeat customer or a happy customer who refers friends and family, which can generate a lot of profit. The bigger the prize, the more entries you are likely to get.
Contest Start and End Date
Procrastination is a disease we all suffer from. If you have three months to complete something, you are most likely going to wait to get it done. If you only have a few days to get it done, the chances of you completing the task now rather than later are much higher.
One of the most common things left off of a contest giveaway is a start and end date. People want to know when to expect a winner, and they are most likely to enter a contest knowing it is only happening for a certain number of days. Monthly contests are a great idea! Gas cards or a certain amount off a service are great ways to get customers to sign up.
What Should I Call My Contest?
Similar to your website contact form call to action, different wording can improve your CTR. Unbounce’s study found that “giveaway” generates more conversions than “promotion” and “sweepstakes.” The word “giveaway” implies that the customer won’t have to do anything in order to win the prize. You wouldn’t think something like using the right “contest word” would improve your conversions, but the more people think they are getting for free, the better.
You could also add that signing up “only takes a second” or something similar. I have tried to sign up for things in the past, and you have to fill out 10 or more pages of information after you initially give them your email.
A picture of a $500 gift card will be more appealing to the eye than the words “$500 gift card to…” An image on your website can grab your readers’ attention better and faster than text, no matter what size or color font.
You could even go as far as opening the giveaway in a “lightbox” as soon as someone goes to your website. It will give them the option to fill out the contest form or [X] out of the box and continue on to the homepage. Like so:
Let Your Free Giveaways Sell You
Effective marketing always takes some sort of investment. You are either going to spend your time or your money. You spend time and money on your SEO and PPC; you should also spend the same on converting leads. If you give away a service like a tune-up or free maintenance service, you may be giving away your time, but the best way to sell yourself is to show how great of a job your company does. Friends are always referring good business to other friends. Your free tune-up in September could turn into a larger job down the road.
Many business owners battle with how much they should spend on their marketing efforts. Marketing is food, not medicine. The better the food you feed your company, the more your company will grow.
For more marketing tips or to speak with someone about your current marketing campaign, contact us online or call today at 800-696-4690.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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