A Complete Guide to Running Competitions as a Lead Generation Tool
Competitions are one of the most underused lead generation tools available to businesses of almost any size. Run correctly, they generate a high volume of warm, qualified leads at low cost — and the follow-up process turns those leads into sales.
Three Rules for the Right Prize
Your prize needs to be exciting enough to stop the scroll and compelling enough to enter — not a generic item like an iPad that attracts everyone regardless of interest. It must be specific enough that only your ideal customer is likely to enter: a year's supply of a specialist product attracts only people who use that product. And it must be achievable to deliver: your retail price is not your cost, and a prize with high perceived value can cost far less than it appears.
Getting the Entries
Facebook Lead Ads are the most effective mechanism for collecting competition entries — no landing pages needed, no technical complexity. The prospect clicks the ad, Facebook pre-fills their contact details, and you receive a qualified lead instantly. The entry barrier is deliberately low: entering a competition feels almost effortless, which is precisely why response rates are so high compared to other lead generation methods.
The Follow-Up Is Where the Revenue Happens
The competition entry is not a sale — it is a warm lead. The money is in the follow-up. Contact every entrant who did not win and let them know they have won the 'runner-up prize' — a specific, valuable offer framed as something they have won rather than a consolation. This psychological shift dramatically changes how the offer is received and significantly improves conversion rates compared to a standard promotional email.
Is this guide relevant to your situation?
- Business owners looking for a high-volume lead generation method at low cost
- Owners who have dismissed competitions as not suitable for their business type
- B2B and B2C businesses wanting to build their contact database quickly
- Marketing teams looking for a repeatable, scalable campaign format
EMS coaching helps business owners design and implement lead generation campaigns — including competitions — with the follow-up systems in place to convert entries into clients rather than letting warm leads go cold.
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