Engaging your new audience is extremely important throughout the duration of the sweepstakes.
While the promotion may bring you a crowd of new people, it is up to you to communicate with them. You want to engage with as many new fans and followers as possible, gaining their attention and trust with your content rather than just your sweepstakes.
Distribute great content and provide as much value as possible while avoiding pushy marketing messages. Setting the bar high with engagement will allow you to establish a relationship with your new audience.
Posting relevant and interesting content is just the start though; don’t forget to interact with people who are leaving comments on Facebook, Twitter and your blog.
Starting a conversation between brands and consumers helps to form an initial relationship that creates a foundation of trust and brand loyalty. These types of interactions are crucial in forming a long-term relationship that ultimately turns your new audience into customers. Be creative, conversational, genuinely care for your new audience, and you will foster a lasting relationship that will become the building blocks of your business’ success.
Before you blast off that first email to your new list of subscribers that you acquired with your sweepstakes, think about what it is that you are sending.
If this is the case, you’re putting yourself at a huge risk, and there is a possibility that you will lose a majority of your new audience in the blink of an eye.
Put yourself in the shoes of the person who will be on the receiving end of the email - they entered a giveaway to win something and now they are immediately getting a marketing email about your products. You can bet that a lot of those emails will be marked as spam.
When you collect all those new emails from your sweepstakes, don’t import them all into your current email subscriber list. Instead, segment them into a new list and name that list based on the prize or topic of your giveaway.
As tempting as it may be, try to wait until your promotion ends before you start shooting off emails to your new subscribers. The first thing you want to do is build a relationship based on information relevant to the customer. You should start off with an email about the sweepstakes and who won, rather than trying to sell your products or services. You’ll find more information about this in the next section.
Each month you give away a gift basket of foods from a different country; like Italian foods, Spanish foods, and French foods. By segmenting your lists based on each theme, you can email people foods that are relevant to the giveaway they entered—bonus points if you include localized recipes and interesting information about the regions.
If you lump all of your emails into one list, sending emails about Spanish foods to the people who entered to win French and Italian foods, you could end up with spam complaints and a large unsubscribe rate.
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Providing quality customer service should be your number one priority, especially when you are servicing a new audience. Throughout the duration of your promotion your audience will grow, so this is the perfect time to "wow" your new audience with exceptional customer service.
This includes promptly responding to all email inquiries and all questions and comments that you receive via Facebook, Twitter, and other social networks. When you provide a high-level of customer service, people will take notice and they will tell others about your company. This is one of ViralSweep's core focuses and it should be yours, too.
The platform that you use to power your sweepstakes should provide in-depth analytics that allow you to track and follow every aspect of your promotion. Having analytical data is important so that you can determine whether your sweepstakes will reach the goals you initially set out to achieve.
Throughout the duration of your sweepstakes make sure to constantly keep an eye on your analytics. Identify any areas where things may be lacking and figure out how you can improve upon them before the promotion ends.
Keep an eye on your analytics to identify areas where things can be improved.
Being mindful of your promotion's progress and engaging with your audience are the most important things post-launch.
If it looks like your sweepstakes will come up short on reaching its goals, work backwards to figure out what you can improve for next time.