Running an online contest or giveaway can be one of the most effective marketing tools in your arsenal. Companies across industries utilize giveaways not only to boost engagement but to drive traffic, increase brand loyalty, and grow sales. If you’ve ever wondered how to create a successful online contest from start to finish, read on for a comprehensive guide that walks you through every step of the process.
Why Host an Online Contest or Giveaway?
Before diving into how to run contests, it’s important to understand why you should run them in the first place. Here are some compelling reasons:
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It’s Fun and Engaging
Giveaways combine gamification with anticipation and excitement, making participation enjoyable. If you’ve ever won a giveaway, you know the adrenaline and satisfaction that comes with it — and so do your customers. -
Generates Positive Brand Recognition
Hosting giveaways sends a strong message that your brand values its community. Giving away prizes portrays goodwill, differentiates you from competitors, and boosts your brand image. -
Drives Quality Traffic and Leads
Contests attract people genuinely interested in a product or service. For example, a shampoo giveaway targets individuals interested in hair care, enabling you to build a targeted email list for future marketing. -
Boosts Audience Engagement
Contests prompt participants to interact with your content—clicking links, signing up, sharing posts—moving them from passive observers to active participants. -
Promotes Content Sharing and Conversions
Interactive content like giveaways yields twice the conversion rates of static content, with a 38% shareability rate compared to 17% for static posts. Moreover, 77% of marketers agree interactive content attracts repeat visitors and enhances brand exposure.
A Real-world Example
Men’s Health magazine’s 2008 giveaway is a classic example of success. They awarded 10 sets of home gym equipment paired with nutrition bundles worth £1,000, perfectly aligning with their fitness-oriented audience. Entry required visiting their website, increasing traffic and growing newsletter subscriptions. Cleverly, the campaign also attracted women readers through related publications like Women’s Health and Runner’s World, expanding their reach.
How to Run a Successful Online Contest: Step-by-Step
1. Define Your Goals and KPIs
Start by answering: What do you want to achieve? Growth in email subscribers? Increased social media followers? More website engagement? Choose one clear Key Performance Indicator (KPI) to keep your campaign focused and measurable.
2. Identify Your Target Audience
Who do you want participating? Understanding your ideal contest entrant guides everything—from the prize to promotion strategies. Tailor your messaging for that specific persona to maximize impact.
3. Set Your Budget
Your budget determines the scale of your giveaway. It influences your prize choice, advertising spend, and the giveaway’s reach. Planning your budget upfront helps manage expectations and resources effectively.
4. Choose the Right Prize
Select a prize that resonates with your target audience and fits your budget. For example, a beauty magazine might offer cosmetic products, while a fitness platform would opt for gym equipment or wellness packages. Alignment with your brand and audience drives better engagement and lead quality.
5. Pick the Contest Type and Medium
Based on your goals, decide the giveaway format—photo or video contests, voting, sign-ups, user-generated content, or social media engagement (likes, shares, comments). Next, select a platform or tool to host your contest. Popular options include Gleam, Rafflecopter, and Involve.me, which offer templates and tracking features to simplify the process.
6. Establish Clear Guidelines
Set straightforward and transparent rules for entry. This may include actions like subscribing to a newsletter, following social media accounts, sharing posts, or tagging friends. Consider incentivizing participant referrals by offering additional entries for invites or shares to amplify reach.
7. Build and Launch Your Giveaway
Use a reliable platform that requires minimal technical skills. For instance, Involve.me allows drag-and-drop customization, email gating, and detailed analytics without needing a developer. This makes creating a branded, seamless entry experience quick and easy.
8. Promote Your Giveaway Intensively
Don’t rely solely on organic reach. Strategically share your contest on the platforms where your target audience spends time—social media, newsletters, websites, or paid ads. Actively engage with participants by responding to comments or queries to maintain momentum and excitement.
9. Follow Up with Leads
Collecting leads isn’t enough—you need to nurture them. Use email marketing to upsell or cross-sell products related to the giveaway prize, provide exclusive discounts, or share valuable content. This post-contest engagement transforms leads into paying customers and maximizes ROI.
10. Analyze and Reflect
Once your contest wraps up, analyze performance data and reflect on what worked and what didn’t. Did you reach the right audience? Were your KPIs met? Use these insights to refine your future campaigns, adjust your marketing strategies, or even tweak your product offerings.
Final Thoughts
Running an online contest is a powerful marketing strategy that offers numerous benefits—from fun and engagement to tangible business growth. By carefully planning your campaign, choosing the right prize, promoting effectively, and following up strategically, your giveaway can become a key driver of long-term success.
As a pro tip, always review platform-specific contest rules (e.g., Facebook, Instagram) to ensure your giveaway complies with guidelines.
With thoughtful execution, your online contests can not only excite your audience but turn them into devoted customers, boosting your brand’s reach and revenue.
Ready to launch your next online contest? Harness the power of interactive content and watch your business thrive!
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