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Do you need an easy, cost-efficient way to grow your email list? If so, you might want to consider hosting a giveaway on social media. A properly structured giveaway can be a very effective way of building a targeted list.

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Giveaways tap into the natural human love of winning. We all love to get something free. It’s why lotteries, sweepstakes, and game shows are popular. There’s something invigorating about being a winner. They key is to set up your giveaway so that it attracts mostly people who are in your target audience while discouraging those who are not.

How to Structure Your Giveaway

If you want to attract members of your target audience, then the giveaway you host must speak directly to them. It might be tempting to give away something that appeals to the biggest number of people possible—but ask yourself, do you want to be paying to send emails to people who aren’t in your target audience?

In practical terms, that means that you’re better off giving away a product or guide that’s specifically geared to your core audience than a cash prize or something with mass appeal. You want the people who enter and give you their email addresses to be people who have the potential to turn into customers.

You should weigh the cost of the prize against the potential profits you might expect to see as a result of the contest. If your emails normally get a 4% conversion rate, you can probably expect your new subscribers to convert at the same rate. Do the math to make sure that the giveaway is financially feasible.

You have two options when it comes to the timing of your giveaway. You may decide to focus on giving away one big prize and set an entry deadline for people to win it. Alternatively, you might decide to give away weekly prizes for a fixed period, or to give both weekly prizes and a grand prize at the end of the contest. Whichever option you choose, make sure the rules are clear.

Since you want to build a list, you’ll have to have a dedicated landing page on your website where you can collect email addresses as people enter the giveaway. Since your real goal is the email addresses, this step is essential.

Promoting Your Giveaway

The first step in promoting your giveaway is to pay for some social media ads. Your best bet is to create a lookalike audience so that you can be reasonably certain that the people who see your ad are in your target audience. You’ll need to pay to get things rolling.

Once your contest is up and running, you can also post about it on your social media pages, tout the prize, and encourage your followers to enter and share the information about the giveaway with their followers. That way, you can get some organic traffic that you don’t have to pay for.

It’s also a good idea to promote the giveaway on the home page of your website and on your blog. Someone who reads your blog regularly might be in your target audience and not yet have subscribed to your list. This is your chance to get them on board.

The same goes for organic or paid traffic that reaches your site.
Finally, if you have a brick-and-mortar store then you should promote your giveaway there, too. You can even allow customers to enter by providing their email address at the register or by filling out a postcard.

Conclusion

As long as you structure it properly, a social media giveaway can help you grow your list rapidly while ensuring that the people subscribing are genuinely interested in your products or services. Please click subscribe if you’d like to be notified when we release new training videos like this one.