How to package and price Facebook contests for your advertisers

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Advertisers want to grow their social following, increase their email databases and identify hot new leads, and as a newspaper, you are exceptionally well positioned to meet their business and marketing objectives (not to mention open up a significant revenue stream for your company).

One big way we're seeing media companies leverage this client need is by running a Facebook contest for the advertiser, on their page, like an agency. (To learn more about the distinction between a sponsored sweepstakes and an advertiser-model sweepstakes, check out this article).

Assembling a Facebook advertiser contest package
Some of your revenue should come from your core product, but be sure to take full advantage of your digital assets, like those listed here:

  • Email.
  • Online run-of-site ads.
  • Homepage flippers or rotating billboards.
  • Dropdown & peel-away ads.
  • Expanding pencils.
  • Homepage takeover.
  • Video pre-roll ads.
  • Posts to social media channels like Facebook and Twitter.

You can also promote these contests by getting your talent involved by having them promote the contest through mentions in articles.

Pricing a Facebook advertiser contest package
Once you have identified all of the elements you'll be including in your sponsorship package, it's time to put a price on it. The best way to figure out what to charge for the package as a whole is to price each element individually and add it all up to determine the overall value.

Need some inspiration? Our Guide to Monetizing Facebook with Advertiser Contests is a kit designed to help you get started selling Facebook contests to your advertisers. In it, you'll find:

  • Sample promotional packages for each media type.
  • A comprehensive playbook full of tips and how-tos.
  • A customizable sales pitch deck.

Matt Coen is the president and co-founder of Second Street, a leading provider of private-label online promotions platforms and partner success services for media companies based in St. Louis, Mo. He can be reached at (314) 880-4902 or matt@secondstreet.com.

Second Street, Coen, Facebook
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