Use a Facebook Raffle to Drive Word-of-Mouth Marketing Results
One of our savvier CPA firms recently finished its first Facebook tax season marketing raffle (or commonly referred to as sweepstakes). While similar marketing promotions have been tried in the past through traditional media, this firm used social media and Facebook as the hub of its offering.
Basically, everyone who "liked" the firm's Facebook page was entered into a raffle. There was a time frame for entering and a prize of $1,000. Firm employees spread the word of the raffle at every appointment and sent a promotion to their email database. Their campaign accomplished two goals: some 300 clients and prospects "liked" their Facebook fan page, and more than 70 recommendations came from clients through Facebook.
Citations, as mentioned in our commenting blog article, are a big ingredient in how Google and the search engines view a firm's reputation in the marketplace. As the Facebook comments heated up, this firm's brand name was spread through the community. This had a direct effect on the firm's search engine results. More importantly, in an industry built on referrals, this CPA practice was able to dramatically spread and build on its reputation through social media.
The best part of the campaign was they videotaped the drawing and posted the results on Facebook. This created even more buzz and comments on their wall. This campaign and mentions of their brand reached thousands of local consumers. What would it cost to create such results through traditional advertising? $5,000? $10,000? More? The firm absolutely gained new clients through the campaign referrals. Easily paying for itself and then some.
Why not start planning for your raffle campaign? All you need is a captive audience, a barrel, and your clients.
The above scenario is actually called a sweepstakes in legal terms. Since it does not have a paid entry, it is normally not regulated like other programs. Consult with an attorney to ensure compliance with state and local regulations. There is a risk of investigation and/or penalties if a complaint is filed or if law enforcement agencies become aware of activities that are prohibited.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.