My Lead Generation Marketing Strategy Created 2178 Leads With $60

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With my lead generation marketing strategy I was able to generate a lot of leads in a short period of time using a single giveaway.

By leveraging a mix of partnerships and the viral component, results were quite mind blowing.

Whether you’re a blogger or an entrepreneur, doing giveaways can be a great way to grow your list of potential customers.

Read the case study to see how she did it for her wellness brand.

What You Will Learn

  • My lead generation marketing plan
  • How I gained 2,178 subscribers by running a single giveaway in only 14 days and only $60 spent on advertising
  • Planning your giveaway in a way that attracts quality leads
  • What to expect when running a giveaway
  • Mistakes most people make when running a giveaway for list building

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Why Should You Care About My Lead Generation Marketing Plan?

Before I dive into this case study, I wanted to make sure I introduce myself. Why should you care what I have to say anyway, right?

Well, my name is Kamila Gornia and I am a digital marketing strategist and I work with entrepreneurs and small businesses to help them get seen and get paid doing what they love, online.

I am also the founder and CEO of a virtual boutique social media agency, Kamila Social. I’ve been doing various forms of internet marketing and brand building for my own ventures since I was 12 years old.

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One of my ventures is a wellness blog for women called Sensual Appeal. We’ve got about 55,000 monthly readers and it brings in a consistent income stream without many monthly hours or any advertising spend, so I’d call it pretty successful in my terms.

Why Run A Giveaway?

Like I said, I’ve done quite a few giveaways in the past: some were for my marketing agency clients, some were done on social media, some were for my photography business, most were for Sensual Appeal.

Even Matthew takes advantage of the strategy on his blog! So I’ve seen the traction that can come from running a well-executed giveaway.

I didn’t have a lot of money to spend on a venture that might be going away soon. I didn’t have any products of my own to entice my readers with since we’re just a blog.

And I didn’t have the time or energy to put together live or online events to get more traction.

I wanted more leads. I wanted them fast.

So I turned to the benefits of a well executed giveaway-

  • Grow your list REALLY quickly
  • No need to spend much money spent on ads (if any at all)
  • Positions your business as the hub

My main focus was generating more leads that would then be interested in staying on as readers (a portion of my revenue comes from website advertising and sponsorships) and potentially purchasing affiliate offers I promote.

So that list growth was crucial.

Creating The Giveaway Step By Step

It was nearing the end of October and I wanted to hustle to take advantage of the Fall craze. Since my readers are about 95% comprised of women, you and I both know Fall is a PERFECT time for Fall themed things for women to get excited about.

I’ve decided on running a big hosted giveaway called “Fall Favorites Giveaway” where I give away some of my “favorite” products to one lucky winner. I wanted the value of the giveaway to be in the $400-$500 range.

The products weren’t even really Fall-related. But who cares? Give it a name of “Fall” and it’s already got to have more appeal than any other regular “Awesome products giveaway” right?

Step #1 Planning the giveaway

When planning a giveaway, it’s important that you know what you want to ultimate goal of the giveaway to be. One of the most common mistakes I see bloggers and entrepreneurs making is not being clear on what the main GOAL and objective is of any campaign.

This is especially true for giveaways.

I’ve done giveaways as requested by some sponsored brands on my blog before, but Because they weren’t done strategically the giveaways didn’t really grow my list. They might have added a few social media followers but honestly? Nothing to write home about.

Plus, because there were no goals to meet, a giveaway was a success only determined by vague terms such as comments left on the blog post or overall entries in a widget.

My goal here was purely to GROW THE LIST.

Step #2 Getting A Prize

Now that I had a goal, I had to decide on the prize itself.

I already knew I wanted it to be a Fall Favorites Giveaway theme but what should I actually give away.

I wasn’t planning on spending any money on the products themselves. So what could I do?

Simple. Tap into the power of partnerships.

Since I’ve already had many partnerships and sponsorship from various brands reaching out to me, I simply collected all of the contacts I had for these various companies and started reaching out to them individually, letting them know about the opportunity.

I also sourced other companies I could support and would like to see featured in the giveaway.

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Anything as long as it was something I would actually get behind and it was aligned with my brand mission – being healthy, happy, and mindful.

I tracked the entire thing on a spreadsheet and did not stop the outreach until the total prize of the products confirmed reached at least $400.

Step #3 Setting Everything Up

First, I created the giveaway page on my website as a landing page to ensure that no leads would be getting away as well as minimizing the distractions from having other things going on.

I used a plugin called KingSumo Giveaways which integrates with WordPress and has all the features you need for a successful giveaway.

There are lots of different software out there in the market for giveaways but I recommend picking one you can host yourself.

When it comes to technical stuff I’m useless, but the plugin took care of it all of that for me including some awesome viral features.

Screen Shot 2015-04-04 at 9.14.03 AM

In the past, I hosted most of my giveaways either on social or on a blog post, making it harder for the readers to actually opt-in due to distractions.

For most of those giveaways, I used Rafflecopter or another plugin to host and generate the entries.

While those were easy to handle, it didn’t have that true “viral component” within it that encouraged participants to promote it. Plus, it would live on a blog post ONLY – making it easier to miss even when you were scrolling through the blog post.

Next, I also created a post on my blog so that the RSS readers were able to know about it and I outlined exactly what was included in the giveaway, the details around why I’m doing it (because I love Fall! Duh!) and the details such as when it starts, ends and how to enter.

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The blog post then had a call-to-action that directed the readers to the landing page to sign up and enter from there.

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Again, I did not want people to enter directly from the blog post – I simply used it as a way to drive my RSS subscribers to it as well as having another place to talk about the giveaway.

Since this post also had more details and a bit of a backstory, I felt it was a better way to get more people to know what it’s about.

Also, I didn’t wanna put too much information on the landing page as to not distract people – they were able to navigate back to the blog post to learn about the prizes there.

Step #4 Promoting The Giveaway

I did not intend to do heavy promotion of the giveaway mostly because Sensual Appeal is more of a side business. I love it but the initial passion has dissolved over the years.

So I wasn’t planning on spending a ton of time or money on it.

If it worked, great. If it didn’t, also great. It’d help me learn more and make my decision on the direction that much easier.

The promotion of the giveaway was broken down into 3 components-

  1. Social media & email
  2. Website
  3. Partners

Twitter Giveaway Promotion

I promoted the post everywhere I normally promote on social media. I had a Twitter plan and scheduled tweets that included some outreach on both of my Twitter accounts.

Using Sprout Social (you can also use HootSuite or this tutorial), I scheduled tweets to go out on my blog Twitter account.

I also used my personal Twitter account for an extra boost (and it probably helped that I had 15k on my personal versus 2.4k on the blog’s).

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Another third-party tool I used for Twitter was ManageFlitter, where I was able to do some semi-automated outreach to people I felt might be interested in participating or knowing about the giveaway.

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You can also do the same with this Twitter tutorial.

I basically found people who have used hashtags related to health and food and looked like real people (not spammy accounts) and I scheduled out tweets to go out to them (mentions, not direct message) to let them know about it.

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Yeah, I reached out to a good amount of people this way.

Many people entered from my doing this.

It’s just important that you only do 4-5 tweets like this in a row and no more.

Try to break it up with some other tweets that are about other things so when people check out your feed, they see that you aren’t just some spammer.

That’s what ManageFlitter allows you to do, it spaces these tweets out.

Facebook Giveaway Promotion

I created graphics for Instagram with text over it that talks about the giveaway and used relevant hashtags and then shared the post onto my Facebook page too.

This is what they looked like-

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You can make your own graphics like this using smartphone apps or Canva. Here’s a list of some of the best picture quote apps.

I don’t know how many subscribers I got from that exactly but I did get a decent amount of engagement from it on both Instagram and Facebook, so I’m sure I got at least a hundred or so.

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Plus, it doesn’t hurt. Any type of promotion helps.

I also shared the giveaway in a few Facebook groups where some people were hanging out that might be interested.

There were several Facebook groups I’d already belonged to that I felt could be interested, mostly related to blogging, healthy living, healthy blogs and food.

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When sharing in Facebook Groups, it’s important to be careful and cautious of each group’s rules – not everyone is so keen on self-promotion. And you might get banned, so be careful.

However, if you position it right without making it look very promotional, it works.

It’s a bit of trial and error and it surely won’t work for every single audience but it’s worth trying because I know a LOT of the people came from Facebook.

A couple of days into the giveaway, I’ve decided to throw some money at it to see what happens.

So I created a Facebook Ad for $50 that was congruent with Facebook advertising practices.

Since I run Facebook Ads pretty much every day, it’s not something I had to spend a lot of time figuring out. I ran the ad for $50 and since I saw it generating good traffic, I added an extra boost of $10 to finish it off.

I wish I had the screenshot of the ad, but I used a different account that I no longer have access to since I handed the blog off to someone else.

The one thing I wish I’d done is a conversion goal versus a clicks to website goal. I think I had trouble figuring out how to put the conversion pixel on the giveaway landing page.

Matthew will show you how to advertise your business on Facebook effectively with his personal strategy.

Partner Brands Giveaway Promotion

I also relied on some of the brands promotion support in the form of tweets to bring in extra traffic.

At the beginning of the giveaway, I told them it’s live and shared the link with each of the partners as well as a pre-written tweet for them to use on their social media.

I then did the same thing around the end of the giveaway, asking for a final push.

Here’s a sample email I sent to the sponsors-

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Not everyone promoted, but those who did were definitely great in driving a couple extra eyes to the page.

Email Newsletter Giveaway Promotion

Lastly I also let my current tribe know about the giveaway through my newsletter and due to the viral component, it gave my current readers more of a reason to share it with their friends.

Here’s how that email looked-

Screen Shot 2015-06-08 at 6.14.26 PMScreen Shot 2015-06-08 at 6.14.50 PM

I emailed them twice about it. Once in the beginning and once around the end.

Website Giveaway Promotion

The website played a big part of the promotion.

Since I get about 100k pageviews per month on Sensual Appeal, I knew I had to leverage that traffic and direct it toward the giveaway.

I did that by having the initial blog post written on the blog so that my RSS subscribers were also able to see it as I mentioned above.

This is where I was directing most of the traffic through all of the promotion tactics I mentioned above.

I also included a simple image in the sidebar of the blog as well as installed scroll-triggered box (WordPress plugin) with an image that, when clicked, would direct the user to the giveaway landing page.

It was basically just the same image I’ve been promoting everywhere else.

So whenever a person would visit my website and scroll down to about 40% down the page, a box on the bottom right would pop up with the giveaway promo.

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These were all directing people to go to the landing page and enter the giveaway.

The Results Are In

So let’s take a deep dive into the results of the giveaway.

I got a total of 2,178 contestants and a total of 7,779 entries.

People could get extra points for referring someone else to sign up for the giveaway as well so clearly plenty of people did that.

That grew my list from a little over 1k to 3.3k in less than 14 days. Pretty impressive, right?

Cost Per Lead

Now, we have to think about costs.. you might be thinking.. man, she had to spent a lot of money on advertising for this one, right?

Not quite. In fact, I initially only spent $50 on a Facebook ad for this.

Then I added $10 extra because I saw how effective it was and wanted to have it carry through till the end with a bang. That’s $60 total.

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That comes out to paying a little over $0.02 per lead.

Obviously, not every single person came directly from the ad but when you think about the monetary investment in this campaign, per lead… that’s literally what it comes out to.

WHEN HAVE YOU EVER PAID SO LITTLE PER LEAD?! Two cents! Well, if you have, then awesome, kudos, but I haven’t so I was beyond happy.

Social Media Community Growth

The campaign also saw lots of new interest to my profiles on social media.

I picked up quite a bit of growth-

  • New Facebook Likes: 560
  • New Twitter Followers: 534

Social Media Engagement

Signing up is one thing but was the engagement genuine?

Were people actually engaged and interacting with my brand on social media?

Oh, indeed they were. Here’s a nice look (and an interesting number) as to how many tweets I got during that period.

  • Tweets: 999
  • Retweets: 53

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Wrapping It Up

So there you have it – behind the scenes of a successful giveaway!

ATTENTION: Get Instant Access To My 6 Figure Blogging Resources Now

Just remember that-

  • You don’t need to spend a ton of money to get awesome results. The most important thing is the plan of action, having an awesome prize that people actually would LOVE to get, and a way to encourage the people who are indeed interested to do the heavy lifting (the promotion itself) for you.
  • You don’t need to be a graphic designer or spend money on any great designs. You saw the landing page and the blog post. It’s not beautiful. I spent maybe 10 minutes putting that together. Not rocket science.
  • Obviously, not everyone will stay on the list that got on the list. There will ALWAYS be people who only sign up so they can win and then unsubscribe. That’s fine, let them go. Your job is to make sure your prize is related to what you already put out and make the stay enticing enough for them to want to stick around after all.

51 Responses

  1. 8.4.2015

    Thanks for this post,Giveaways is a good way to get cheap and quality traffic to one’s blog.

    Btw, mathew, whats the Pre requisite for your blog readers to submit a guest Post on your blog, I will love to write a post for your blog.

  2. kyle smith
    8.4.2015

    great resource

  3. Chris
    8.4.2015

    This post kinda ticked me off, email I got about this blog post said they were getting leads for $0.02 so I had to check it out. But come to find it’s including opt-in’s from the website which get’s 100K monthly page views, a resource most readers wouldn’t have. The Social Media Accounts used to promote with a following built already also inflates the opt-ins but doesn’t cost anything, again a resources most readers wont have. Way to pull a fast one.

    Pretty much a proven method fb ads + viral giveaway but don’t expect to get $0.02 per lead.
    I think this serves as a case study which maybe useful to some but not me. I also would have liked better description of how fb ad’s were used, targeting who etc.

  4. Chris
    8.4.2015

    Removed my comment? D*** move, you lost an email sub and a reader. Good bye.

    • August 5th, 2015 at 7:03 am

      You obviously have no idea how the WordPress comment system works. I can see that you didn’t remove your subscription so I have done it for you. Good bye.

      • Charlie
        August 9th, 2015 at 12:06 am

        LMFAOOOOOOOOOOOOOOOOOOOO!

  5. 8.4.2015

    Great read and thanks for sharing. A couple of cost figures should be added into that mix though:

    * Kingsumo license fee ($198 – $594)
    * Shipping of the prize to the winner

    In my experience the key to running a successful competition is that the prize is related as closely possible to the website theme where you want to generate the leads.

    I worked with a client afew years back, where the prize offered was a weekend away in a UK hotel (purchased cheaply from Groupon). The uptake of the competition was high and plenty of email addresses were harvested. The quality of those email leads interested in my clients products long-term was not that great.

    The takeaway: Everybody wants to win a prize, which results in plenty of interest. The downside is that those who enter are not necessarily interested in the services/products you want to promote to them. After all, that’s the purpose of an email list to upsell to ’em, right?

    • August 5th, 2015 at 7:01 am

      I think shipping of the prize is covered by the sponsor.

      Think about a giveaway as building a list of people interested in a specific product ;)

      • August 5th, 2015 at 7:54 am

        Yep, all the shipping was covered by the sponsors. Also, exactly – I don’t ever recommend doing prizes that aren’t directly related to the brand. Thats why giving away vacations or ipads, etc isn’t effective because EVERYONE wants those. But when you target it more closely, like in this example I wanted people who are interested in wellness, it worked.

  6. Octavio
    8.4.2015

    Thank you so much Kamila for sharing this awesome case study, great info!!

  7. 8.4.2015

    Giveaways work really well, especially software.

  8. This is good,
    I’m one of those that usually think that using Giveaway to drive traffic and leads to a site has become a thing of the past. I never knew it still perform wonders.

    Yours was really a success and i will attribute that to the fact that you had a goal before even starting the giveaway which is very commendable.

    That’s why its good to always have a goal and a purpose before doing anything, this will enable you to know what you have to do to ensure you achieved your aim.

    Thanks for sharing.

    • August 5th, 2015 at 6:59 am

      Does this mean you’ll be giving them a try in the near future?

      • August 10th, 2015 at 2:33 pm

        Absolutely Matt,
        I’ll sure give it a shot very very soon.

        I’ve already bookmarked this page for easy reference.

  9. 8.4.2015

    Nice use of those facebook ads. Did you need to pay for the $400+ in products and shipping? Should that be included in the lead referral price?

    • August 5th, 2015 at 6:58 am

      I’m guessing the sponsor takes care of that

    • August 5th, 2015 at 7:54 am

      The prizes and shipping was taken care of by the sponsors in full.

  10. 8.5.2015

    I’m a HUGE fan of using competitions for building subscriber lists, but I’ve never thought of asking sponsors to supply the prize. It’s funny how sometimes the most obvious thing doesn’t occur to oneself until someone else mentions it :)

  11. Manish
    8.5.2015

    So, basically to implement this we need a blog having 100k pageviews and sponsors with which we have dealt in the past and a dedicated subscriber base.

    Did it ever come across your mind, that maybe not all people on the internet have this?

    This post should be titled, how i use my established site to generate 2 cent subscribers.

    This post i find severely misleading.

    Maybe its me, but the quality is really going down for the posts these days.

    A couple of posts earlier it was,

    setup squeeze page>>buy solo ads from fb>>bank

    We all know that. It offered insights into making squeeze page setting everything up but not into solo ads, which is the missing piece of the puzzle. I thought it was a one off, but seems like such posts are becoming the norm.

    Maybe its me, but the quality is going down. Simply typing 600 words, does not a worthy post make.

    • August 7th, 2015 at 7:22 am

      A lot of the leads were generated from the FB ads which anyone can repeat. I’ve used giveaways across a number of niches to drive nearly $100,000 in profit this year so far and when I enter any new niche with zero traffic, guess what I do first?

  12. 8.6.2015

    i’m not really a fan of long articles but i can’t help it but to read all of yours, man you and you guest posters are skilled writers and provide great content. when i first found your website it became my only source for tutorials/blue prints/ case studies. i hope one day i’ll make it big and share my experience with you.

  13. 8.7.2015

    Thanks for this! Currently working on a plan to host a giveaway on my blog and there are so many contest platforms wasn’t sure which to choose.

  14. Charlie
    8.9.2015

    Why does the title change every time I come to your site?

    • August 10th, 2015 at 12:44 pm

      I’m split testing the titles and I guess you use something that blocks cookies/java in your browser

  15. Nice article. I do something similar on one of my niche blogs. I would suggest giving Social Contest a look at. It’s designed to make a content go viral without much effort. It has a leaderboard where people get points for doing things like sharing and signing up via e-mail. You can give them points for doing anything, even just visiting your website.

    I recently did a content last month giving away some products and it went viral bringing me in around $8,000 in extra income. That fact that people can earn points and see the leaderboard gets them excited making the content go super viral.

  16. 8.9.2015

    What a great success story! I’ve heard great things from people who use Facebook ads. That’s awesome you were able to grow your list so quickly. Thanks for all of the screenshots – this was a really helpful guide.

  17. 8.11.2015

    hay Matt thanks for publishing this great guest post :) I am just wondering what plugin are u using to display sticky facebook likes and google pluses? thanks again:)

    • August 12th, 2015 at 12:39 pm

      That is part of my theme but there is a plugin called floating social share bar that can do it as well

      • Anes Amrani
        August 12th, 2015 at 12:42 pm

        Thank you Matt :)

  18. Sunby
    8.11.2015

    Cheap and work well for me! Thank you share best tip!

  19. I recently did a giveaway on my Facebook page in an attempt to A) gain more followers B) Get clickthroughs to my website.

    You’d be surprised at the amount of people who start sharing your competition/giveaway post once it starts rolling.

    I managed to get quite a few new subscribers, and actually got a new client from it. Overall it cost me around $25, but the client is worth $800.

    So….worth it? Heck yeah it is!

    Planning another competition with my other business soon.

  20. StevenPatrickCable
    9.9.2015

    1) Loved the “story” – I think I can Replicate this: when it gets to the point that I already have 50k+ subscribers, no big deal getting +2kMORE: 2) Examples – screen shot: great!: 3) writing – great!: 4) I know you are trying to reach a “broad cross section of experience” —- but in some ways – a lot of little for each, not too much for each experience level – probably why you market services – like Matthew. 4) Even though I can not see how to use your info practically, was glad to read it. If I ever get to 50K++, know this will help haha AGAIN: Thank You.

    • September 11th, 2015 at 1:36 pm

      No problem Steve thanks :)

      • Steven Patrick Cable
        September 12th, 2015 at 3:52 am

        No offense – I did say I enjoyed this, & Matthew. Be watching for your latest!

  21. Sam Luke
    9.30.2015

    Great article. My dillema though is how can I apply this on free 2 week trials? I’m currently working on a video about our company’s free 2 week trial. I’m worried our audience is still small and almost all of our contacts in our fb page are all employees. Is there a way where in I can reach out to a specific market without using a lot of money? Honestly, marketing is not my forte. I only do videos.

    Any suggestions would be a great help!

    • October 1st, 2015 at 3:35 pm
      • Sam Luke
        January 7th, 2016 at 6:41 pm

        Thanks for the tip mate. However we are currently using the free trial linked in sales navigator. the boss man is pretty uptight when it comes to seeking clients. however do you have tips on how we can maximize the free trial for linked in sales navigator? Thanks heaps!

        • January 12th, 2016 at 11:24 am

          Start by telling your boss he is an idiot that doesnt understand how to grow a business and if he is serious about generating new clients, he needs to spend some money because as you read this, your competitors are doing exactly that and cleaning up.

          Or send him here and I’ll tell him on your behalf.

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