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How to measure Facebook contest ROI

By Nick Steeves

You know how to measure the ROI of a PPC ad campaign: You can see the real revenue outcome from each ad and each click.

You’re not going to see direct sales from a Facebook contest, but it’s one of the most cost-effective ways to use social media to generate leads for your business. And by targeting your contest effectively, you’ll be able to make sure that every lead is actually interested in your business. I’ll explain how shortly.

In this article I’ll show you the different returns on investment to expect from running a Facebook contest and how to achieve them.

1.  Sales leads

The most powerful return on investment that a Facebook contest provides for a business is new leads. Every person who enters your Facebook contest gives you their email and contact details, making them a new lead to sell to. To maximize new emails and leads, you need to maximize entries. You can do this by making the barrier to entry as low as possible. Do this by asking only for name and email in order to enter. Minimizing your entry form to just one field will make it as fast and easy as possible to enter, maximizing your entry rate.

How do you make sure every lead is actually interested in your business?

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