Registrato: 31/10/17 09:57
|Some businesses do very well with giving away a product for free. Since I was in the eco friendly niche, one such opportunity did fall in my lap.
Unfortunately, I misjudged the whole thing and took a loss on the entire project. I only made one sale from 300 samples that I sent out. Ouch.
Freebies, contests, and giveaways are an effective way to market a product, but they aren’t a good fit for every niche. Freebies would work on perishable or consumable products: skincare, foods, supplements and the like. For all other products—even if it’s something that someone could order another one of, like a piece of clothing—it’s very hard to make work.
What I learned from that expensive experience was that these gimmicks don’t really drive sales; they build a brand. And to build a brand, you need to have a plan.Reeling from the freebies, I was still looking for effective ways to market my bag business. I decided to run a contest with a blogger. I figured we could pick up a few links and social shares, and I’d also increase my social media following and email list.
This time, I was more prepared financially, as the prize offered was just a $50 gift certificate. The result? I nearly tripled my social media followers, and the contest turned out to be a hit.
Or was it? Since I had already made mistake #4, I didn’t have a content plan to follow up with all of these social media followers.
The trick with social media is that you have to engage your followers from the get-go. Find content to share every day. Put out your own content on a regular basis. Start conversations. Be helpful. Who would have thought Facebook and Twitter could be so much work. Eventually, to all my followers, I was forgotten. Another lesson learned!
Next time you plan on running a contest, make sure you plan for the aftermath of the contest. That planning could end up being far more valuable than the contest itself.