Every week, we answer a common question about marketing or business. This week, our question comes from a fan who entered our giveaway contest for a Firestick and Echo Dot. Today, we will answer the following question: “how can giveaways help my small business?”

First time marketing your small business?
We know marketing can be confusing. Download our free marketing checklist for advice.

You have been running your small business for a while now and things have been going well. Yet even when things are going well, you may still seek to increase your engagement, sales revenue, page views, and more. So naturally, you ask yourself, “how can I keep growing my business?”

There are countless ways you can promote your business, but one our personal favorites at Pangea Marketing is giveaways. Today, we are going to talk about how to run one and what they can do for your business.

Giveaways 101

Giveaways draw a lot of attention. Consider the following: you’re on your phone one afternoon, scrolling through Facebook, and you see an offer from a company saying “comment on this post for a chance to win a Visa gift card.” I enjoy winning free things, and I’m sure you do, too! Giving people incentives to engage with your business works because of this very simple principle.

There are tons of different ways you can run giveaways. They can be as simple as asking people for the email address or getting them to like a photo on Instagram, or they can have 20+ ways to enter. You can give away $15 books or vacation packages to St. Lucia. Consider your audience, your budget, and what you want people to do. You can then build a giveaway around that.

Screenshot of a Roku giveaway that we ran about six weeks ago.

Consider your business objectives, as well as your budget and your audience. Think of what you want your audience to do and craft a giveaway around that. Here are important things you want to get right:

  1. The prize needs to be attractive and perfectly suited to your target audience. If you’re an author, give away similar books. If you make board games, give away similar board games. It doesn’t have to be your own inventory – you can give away other companies’ items!
  2. Make it easy to enter the giveaway. If you have a single entry condition, make your giveaway as simple as filling out a form or commenting on a post. If your giveaway is more complex, use software like Gleam.io.
  3. Give people incentives to do what you want them to do. If you want emails, tie their odds of winning to them giving you their email. If you want Twitter followers, make them follow you on Twitter.

How Can Giveaways Help?

Growing your business doesn’t have to be a boring, stressful time! Giveaways are a great, fun way to show your audience that you aren’t just focused on yourself and your brand’s success. Running a giveaway is exhilarating! When you run a giveaway, your company will come across as a lot less stodgy and sales-oriented.

In addition to the branding benefits, here are just a few things you can get people to do in a giveaway:

  • Follow/view you on Facebook, Twitter, Instagram, LinkedIn, Snapchat, Pinterest, or YouTube.
  • Listen to you on Spotify/podcasts.
  • Give you their email.
  • Watch videos.
  • Answer questions for market research.

The list goes on and on and on.

Final Thoughts 

Giveaways are a fun and creative way to market your brand. When you are looking for a way to grow your business and attract more people to your site, consider running a giveaway. Then once you do, let us know, so we can enter it! 🙂

First time marketing your small business?
We know marketing can be confusing. Download our free marketing checklist for advice.


Maria Teresa Fernandez Ferreira · May 18, 2020 at 10:28 am

It is an excellent idea. I’ll keep it in mind

ilikan hepiyiler · May 18, 2020 at 10:54 am

I think mixing giveaways with social media doubles the benefits of the marketing

    Brandon Rollins · May 18, 2020 at 11:20 am

    Hi Ilikan – I agree! I always imagined giveaways as sort of like fertilizer for a business. It’s cheap, it’s effective, and it’s a bit messy. But for it to truly be useful, you have to have something worth growing in the first place – like a good social media presence!

Anne Marie Carter · May 18, 2020 at 12:48 pm

I like Giveaways and it is a nice way to learn about a product or a company when they offer a Giveaway.

rana durham · May 18, 2020 at 12:55 pm

thank you i really ned this info

monique s · May 18, 2020 at 1:21 pm

Great information. I just worry about the folks that are just in it for the freebie and not a true potential customer

    Brandon Rollins · May 19, 2020 at 8:54 am

    That’s a very real concern, Monique. I’d say the majority of people who enter are in for the prize and are not potential customers. However, I keep running them since *so many* people enter that we do inevitably get real leads and real customers by chance. We’re just super aggressive about cleaning up our mailing list after running a contest. (We actually unsub over half of entrants so we don’t pay to maintain bad leads.)

André Mendes · May 18, 2020 at 4:12 pm

Great idea, Ill pass this to my wife since she mostly communicates with her customers on social networks. 😉

Kakhaber Khmelidze · May 18, 2020 at 5:02 pm

I love giveaways and such kind of information is always interesting for me. Thanks.

    Tricia suddard · May 22, 2020 at 5:40 am

    This is a great idea, I will keep it in mind!

Vadim Lingo · May 18, 2020 at 5:30 pm

what I’d like to know is how to actually attract people who’d want to engage wit your business later and not just a prize-hunters :/

    Brandon Rollins · May 19, 2020 at 8:56 am

    You will definitely attract some prize-hunters. I’ve found that there are two ways to deal with it:

    1. When possible, unique prizes pull in much more targeted leads. (Book giveaways for readers, cosmetics for makeup buyers, etc.)

    2. Proactively clean up mailing lists and similar marketing systems. Create automation that gauges someone’s real interest, and boot them from your mailing list if they don’t, say, open the last five of your emails.

Jennylyn Gross · May 18, 2020 at 8:54 pm

A good way to promote your business!

Lyndsey valentine · May 20, 2020 at 8:04 pm

I use giveaways alot but I usually give things away that are relevant to my buisness the problem I have is people join to get the gift then completely block all communication after they dont even leave feedback to say whether it’s great or needs improving, but to a degree I do believe that giveaways widen the scope of your buisness and also helps to strum up interest. I hope to hear more of your tips on how to proactively promote a small buisness

    Brandon Rollins · May 21, 2020 at 10:05 am

    One way that I’ve personally vetted the audience for giveaways is by using targeted Facebook ads to only display to people who are interested in the prize AND meet our target market’s interests. It reduces the number of entrants who join, but not by as much as you’d think, and they tend to be much more relevant to the business that way.

Senia Clark · May 21, 2020 at 9:45 am

I enter giveaways all the time but my circle is skeptical of them, even when I’ve showed them that I’ve actually won things (and passengers a lot about some nice products along the way!) It certainly is an effective means of getting my attention.

    Brandon Rollins · May 21, 2020 at 10:10 am

    With the amount of giveaways scams online, I’m not surprised that people are skeptical. But they are definitely effective among the crowd who are willing to take a chance and enter.

Colleen Gal · May 21, 2020 at 12:43 pm

Giveaways are good but the company needs to understand just how much publicity they will get. Not all of it is always good.

Linda A · May 22, 2020 at 10:12 am

Giveaways are a fun and creative way

Rashaverak42 · May 22, 2020 at 11:43 am

I think it’s very generous when people/organization have giveaways. Keep it up!

Ankit bisht · May 24, 2020 at 3:22 am

I like Giveaways and it is a nice way to learn about a product or a company when they offer a Giveaway.

Faisal · May 24, 2020 at 1:49 pm

Giveaway is a good way to help a startup business. Thanks for the great article!

kenwon · May 26, 2020 at 2:30 am

i have a small youtube channel , that has very less views and subs , after your this page i will also plan a give away. thank you

Javier Vallejo · May 26, 2020 at 4:53 am

Great info, thanks

neerav soni · May 26, 2020 at 6:46 am

Giveaways seem like casino. No matter how much you think you win, the house is the real winner

    Brandon Rollins · May 26, 2020 at 9:06 am

    You’re not wrong. I’d say giveaways are more innocent since no one’s money is taken in the process.

Lizzie Myers · May 26, 2020 at 1:48 pm

I ran a giveaway to spread the message when I was starting out as a blogger in 2017. I went from 50 followers to 300 in the span of a week! They work wonders!

Zaldy · May 27, 2020 at 2:00 pm

This is so true, maybe your a small business now, but you have a responsibility to make your employee more active!

Pat H · May 27, 2020 at 9:36 pm

I love giveaways and am thinking of running one. Actually I’m def running one now.

    Brandon Rollins · May 29, 2020 at 8:33 am

    That’s awesome! What are you giving away and for what kind of business?

Sam · May 28, 2020 at 1:09 am

Giveaways are a fun and creative way to Enter and have fun with.

Derek Eben · May 28, 2020 at 1:41 am

I Need to increase my instagram business. Thanks for the tip by the way. 🙂

    Brandon Rollins · May 29, 2020 at 8:36 am

    Giveaways and Instagram go together really well. A lot of really popular Instagrammers do giveaways like every week!

S Gopi · May 29, 2020 at 2:27 am

That’s a good idea and thanks for this really innovative idea.
So if I conduct a giveaway, should I take responsibility for shipping it as well or should it borne by the winner?

    Brandon Rollins · May 29, 2020 at 8:37 am

    Definitely pay for the shipping!

Brandon Sparks · May 29, 2020 at 10:11 am

Oh wow.. I really had no idea about this. Thanks for sharing..

L. Emmaline · May 29, 2020 at 10:33 am

Interesting insight! I found this page via a beauty blog (of all things), and I came across that, from an author newsletter in my inbox lol.

    Brandon Rollins · June 2, 2020 at 8:39 am

    Unexpected way to get new traffic, but I’ll take it. Glad to have you here!

Kimberly Kerr · May 29, 2020 at 12:45 pm

This is a great read. So inspiring and a lot of good Information tips. My son started streaming and I’m about to help him to a giveaway. Also I have kinda wanted to start my own business, and this had given me more inspiration to do so.

    Brandon Rollins · June 2, 2020 at 8:40 am

    Good luck with your son’s giveaway! What kind of business would you want to start if you started one?

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