Social media’s popularity shows no signs of slowing down, and digital marketers are seeking new ways to use social media to engage with customers, such as social media promotions. Although sweepstakes and giveaways are pretty simple to set up and run, it’s important to remember your objectives when planning these campaigns so that you can maximize your ROI. Here are three easy steps to accurately measure and optimize the ROI of your Facebook promotions:
1. Set Your KPIs. Before you start doing anything else with your campaign, decide what your Key Performance Indicators (KPIs) will be that you’ll use to measure your Return on Investment (ROI). For Facebook promotions, these KPIs might include distribution, interaction, influence, lead generation, or conversion – but not “Likes,” which are usually irrelevant to your campaign objectives.
2. Measure Your Efforts. To easily measure your efforts, add the Facebook Ad Conversion Pixel to your site; this will show you an accurate picture of how your Facebook ad efforts are performing.
3. Maximize Your Return. First, pick a relevant prize and include an image in your posts to boost visibility and engagement. In your promotional post, include the prize and its value in the title, and use bullet points to explain how to enter. Use Facebook Connect for people entering your giveaway, and promote your campaign on Facebook as well as other social media channels, your website, and industry influencers.
Running a social media promotion is a fun, engaging way to hook your customers and increase buzz surrounding your business. By accurately measuring and optimizing your ROI, your digital marketing strategy will win too.