The Right Way to do Social Media Promotions: Expert Q&A

Posted by Dana Kilroy on 04 Aug 2015 / 0 Comment

ShortStack’s CEO Jim Belosic recently sat down with the SEO experts at Media Shower and offered his insights on social media contests and other promotions.

We’ve included a few excerpts below but for the full interview, head here.

Media Shower: How important are social contests and promos today for the growth of a brand?

Jim Belosic: They remain the easiest and most effective way to collect data from an online audience and to engage with fans. The great thing about the direction contests and promos are moving in is that businesses are starting to realize that they see value in running them in places beyond Facebook. While promotions on social media gained their foothold on Facebook, Facebook isn’t the only game in town anymore. With software like ShortStack, businesses are building their contests and promos on a micro-site, or landing page, or even embedding them onto their own websites and then using their social channels to drive traffic to the promotion. It’s opening the door of contests and promos to be more well rounded as far as reach.

Media Shower:  What types of social promotions do users seem to be the most excited about?

Jim Belosic: People are always excited about product giveaways. At this point, if a fan is following you on a social network and is willing to interact with your promotion, presumably they’re a fan of your product. It’s always been the case that a really cool and relevant prize will attract great entries, but I think we’re seeing fewer “iPad giveaways” because businesses have realized that a more relevant prize is also more valuable.

Media Shower:  What types are they tired of?

Jim Belosic: I believe people are tired of the promotions where they’re required to share something on their own personal profile in order to be entered to win. People are more aware of what appears in their feeds and are reluctant to spam their friends. For example, on Instagram it’s common for a brand to say “screenshot this and re-post it on your profile to enter to win” when they’d really be better off asking people to take their own picture and post it to their profile using a specific hashtag. Bottom line: You should never “force” people to post something on their profiles in order to be entered for a chance to win something.

Media Shower:  What are some of your other favorite tools or resources for social media marketing today?

Jim Belosic: My team and I really enjoy Buffer. We use them for all of our social media scheduling. I know that my public relations gal is always talking about BuzzSumo as a great tool for finding popular content and connecting with influencers.






SkinnyMe Tea Uses On-Site Promotions to Increase Email Sign Ups by 758%



SkinnyMe Tea is an Australian based health and lifestyle company that specializes in high quality teatox products. They opened up shop in 2012 on the Shopify Plus platform and have rapidly grown into a recognizable brand and the leader in the space. SkinnyMe Tea offers additional value to individuals with their teatox iPhone app, nutritionist approved eating plan, free exercise plan, and fantastic customer service!


SkinnyMe Tea needed a more effective email list building strategy to pair with their MailChimp email marketing campaigns. They also were looking for a way to drive more sales through on-site efforts. Lastly, SkinnyMe Tea wanted to distribute their free eating plan to more website visitors.


SkinnyMe Tea implemented a 5% off coupon pop up promotion in which visitors could enter their email address and instantly receive a coupon code on-site. This effectively presented their promotional offer to visitors while also acting as an email opt in form. SkinnyMe Tea added another pop up promotion to distribute their free eating plan to visitors who subscribed to their newsletter.



By implementing the coupon and gated content promotion on their website, SkinnyMe Tea increased email opt ins by 758%! The newly acquired emails were automatically fed into their MailChimp email marketing campaign enabling them to immediately reach out to new contacts.

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By offering a coupon on site, SkinnyMe Tea was able to increase their sales conversion rate by a full 1%! While this may sound like a small increase, it’s far from it. Here’s an example based on estimations. If a site gets 100,000 monthly visitors and they increase their conversion rate by 1%, that’s 1,000 more sales. Multiply these 1,000 sales by an estimated average order size of $ 25 and you get $ 25,000 of additional monthly revenue! That’s $ 300,000 additional revenue per year.

Key Takeaways

Add Value with Content

It’s not just for blogs, content has its place in e-commerce as well. SkinnyMe Tea continues to add to the customer experience with their exercise and eating plans. By doing this, they are able to offer additional value to customers which builds loyalty and drives traffic back to their site. Start investing time and resources into developing relevant and useful content for visitors; It will enhance your brand and shopping experience.

A Small Change Leads to Big Results

It’s easy to become satisfied with e-commerce success and be happy with the way things are with your shopping experience when you’re having success. But the reality is that there is an incredible amount of sales opportunity out there and you can capitalize on it. A growing email list and an increase in conversion rate, can result in a substantial boost in revenue!

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