You’re already off to a great start if you’re choosing to run a giveaway with a co-marketing partner. Take your partnerships to the next level by dividing up the post-entry traffic amongst participating brands in the sweepstakes. With Split Traffic, each brand takes their share of the post-entry traffic and sets up a Conversion Action to drive more business, immediately!
What’s Split Traffic?
In sweepstakes, hosts fully manage the post-entry page––what entrants see once they complete a sweepstakes. Whether it’s a simple “thank you” message or a Conversion Action, such as SMS Marketing to build mobile marketing lists or Custom Call-to-Action to drive traffic to their website, post-entry has been the host’s exclusive opportunity to directly speak to entrants.
Using Split Traffic, hosts now have the ability to “split up” the post-entry traffic and distribute a portion of the traffic to partner brands contributing to the sweepstakes. For instance, when a sweepstakes has 10,000 entrants, the host has 10,000 unique opportunities to encourage SMS marketing subscribers or attract prospects and customers to their website. Hosts will choose a percentage of traffic to give to partnering brands. Using the example above, if a host keeps 75% of the traffic and provides 25% to a partner brand, the host will now have 7,500 post-entry opportunities, and the partner brand will have 2,500, respectively.
If and when a partner brand accepts the traffic from the host, they too can set up their Conversion Action for their share of the post-entry traffic.
Before you get started…
Partnership marketing is just like any relationship. It’s important to set your expectations upfront and figure out what you and your partner brands are looking for through your co-marketing activities. Ultimately, it will help both parties to hold up their end of the deal.
If Split Traffic is on the table between you and a co-marketing partner(s), consider:
- Setting clear goals with each other. Particularly when you’re in the stages of writing up a contract or creating an addendum to an existing one, cover the terms of your lead-sharing agreement.
- Keeping each other in-the-know. For instance, let each other in on the timing of your promotions or which Conversion Action you plan to use.
- Giving visibility into each other’s goals and results.
You might be wondering what on earth would make you want to hand out your traffic. For one, offering a portion of your post-entry traffic is a great way to attract brands to your sweepstakes or strengthen your current relations with leaders in your market.
Regardless if you’re a small business, a larger established brand, or just starting out, a piece of your audience is extremely valuable and is an enticing incentive to reel in partners looking to expand their reach. Also, if you decide that a Conversion Action isn’t right for you, your post-entry traffic won’t go untouched as your partner(s) can still benefit from their share of the post-entry traffic and drive value for their brand(s).
As a partner, join in on the post-entry action to maximize your conversion opportunities and grow your customer base.
When a host sends part of their post-entry traffic to you, remember to, firstly, thank your host, and to set up a Conversion Action– SMS Marketing or Custom CTA–on your end. Try SMS Marketing to put special offers directly in front of your customers or use a Custom CTA to drive visitors to your website. Either way, embrace the chance to broaden your brand exposure and customer engagement.
If the sweepstakes is well underway and you’d like to join in on the post-entry action, you may also request traffic from the host. When seeking traffic from the host, be mindful of the amount of traffic you ask for. Your partnership with your host might not end at the sweepstakes and you may want to collaborate with them in the future. Co-marketing done right, everyone wins.