When you’ve run a contest before, you’ll know they’re a good way to generate a ton of focused leads in a brief time period.
We’ve written extensively on how to run a successful contest previously, so this text might be all about what to do with these contest leads after you gather them.
Should you’re a kind of individuals who’s used to easily exporting your entrants as an inventory on the finish of your marketing campaign, then you definately would possibly wish to seize a glass of milk, as a result of I’ve a pair solutions for you which could get a little bit spicy…
I’m about to interrupt down 5 concepts for tactics you may start to section, automate, and velocity up your nurturing course of utilizing these model new contest leads.
#1: Robotically follow up contest entry with an e mail
What was the primary cause you initially ran your contest? Was it to construct brand awareness? To gather consumer generated content material? To advertise an event?
No matter your aim was, it’s a good suggestion to observe up together with your contributors after coming into to remind them that they’re in, in addition to to offer them more details about your major contest goal.
Following up together with your leads after they entered your contest:
- Will get them used to receiving emails from what you are promoting
- Acts as one other contact level the place you possibly can positively affect their notion of who you’re
- Retains your organization recent of their thoughts
- Offers you one other probability to advertise the product or providers most carefully associated withyour marketing campaign
This’s an instance of a sweepstakes ran by Skift Global Forum giving freely two tickets to their event in New York City.
After customers enter to win, Skify sends out an automated electronic mail giving customers extra details about what the discussion board is about, who can be talking, and the way they will register.
This’s an instance of one of many emails they despatched:
Discover how they thank customers for getting into however then rapidly transfer their method into offering details about their upcoming event?
That is the facility of a comply with up e-mail, and a easy instance of how one can set off an automatic electronic mail primarily based on the situation that a person transformed in your contest page.
Right here’s what the situation and motion would appear to be in a marketing automation platform:
#2: Robotically spread textual content messages to contest entrants
Do you know that individuals on average open 98% of all textual content messages they obtain?
Get your clients acquainted with receiving textual content messages from you by sending a comply with up textual content message after they enter one among your contests. All that’s required is that you just acquire a telephone number in your contest page and arrange a advertising automation workflow that routinely triggers a textual content each time a new consumer enters.
This’s a fast video to point out you ways that works:
#3: Use lead scoring to prepare contest entrants primarily based on engagement
Have you ever ever heard the saying “not all leads are created equal?”
If not, that’s as a result of it’s not likely a saying (I simply made it up) however that doesn’t imply it’s not true!
The standard of entrants you generate from a contest are going to differ wildly primarily based on diploma of shopping for intent and total understanding of your services or products.
That’s why it’s necessary to phase which entrants are more likely to grow to be potential clients and which have been voting for Uncle Bob’s photograph so he might win a visit to Mexico.
Utilizing marketing automation, a straightforward strategy to differentiate between contest entrants is via utilizing a system referred to as lead scoring.
Lead scoring is the method of monitoring the engagement of your leads throughout your site, contest pages, and emails.
This’s the way it works:
First that you must set up a monitoring cookie within the header of your web site. As soon as the code is put in, you’ll be capable to see an in depth description of your whole leads pageviews, contest engagements, and electronic mail interactions.
Utilizing this data you may be arrange a easy workflow that assigns a rating for various actions.
An instance of a lead scoring system might have:
- +30 when leads enter a contest
- +100 when leads view your pricing page
- -25 when leads do not open 5 emails in a row
- +30 when leads click on on a hyperlink in your e-mail
- +50 when leads open a gross sales-related e-mail from you
Based mostly on these scores over time, you may create a focused record with everybody with lead scores of over a certain quantity, say 200. These might then be thought of larger high quality entrants.
#4: Categorize contest entrants based mostly on particular properties and ship them focused emails
Throughout the course of your contest, you’ll have collected details about your customers concerning their location, profile, or private preferences.
However quite than letting that knowledge accumulate digital dust, why don’t you utilize it as a set off to ship your contest entrants related content material?
Mailchimp discovered that firms that make use of a method of focused e-mail segmentation get 14.47% more opens on common then generic emails. So let’s set it up!
Utilizing marketing automation, you’ll be able to section contest entrants that gave particular data.
For instance, as an instance an entrant selected the Chicago Blackhawks out of a “favourite sports activities staff” a number of selection:
Then observe up with a Chicago Blackhawks-particular e mail:
Organising a easy workflow like it is a smart way to enhance the general expertise of your lead nurturing applications by rising the relevance of every interplay by way of content material tailor-made particularly for the person.
As soon as an entrant converts on considered one of your contest pages you instantly get a significant piece of data from them: You already know the sorts of merchandise they’re keen on.
Use this info to your benefit by triggering a popup custom-made to their preferences once they come to go to your site.
For instance, say you had been working a summer time seaside photograph contest which required customers to put up a photograph of themselves and their buddies taking part in their favourite sport on the seaside. And say the prize on the finish of the competition was a free pair of sandals.
Primarily based on their participation on this contest, you know that your leads are eager about sandals.
This’s how the 2 circumstances would appear like within an automation workflow.
Each time somebody converts in your summer season seaside photograph contest:
It’s so simple as that!