Love it or hate it, Black Friday is getting closer and closer, and it’s kind of a big deal.
In fact, Black Friday and Cyber Monday are two of the biggest shopping days of the whole year.
Every year, the shopping-fest seems to be getting bigger and bigger. The volume of transactions on Black Friday 2019 was up 7.2% year-on-year, while the volume of transactions on Cyber Monday rose by 6.9%, according to data from Barclaycard.
No matter the industry or the size of the company, loads of businesses will be offering deals and discounts. You’re going to have some serious competition. If you want your Black Friday marketing to be a success, you’ve got to get ahead of the game.
It's important to make sure you put it in your calendar and start planning for it now.
Here are 5 ways to make your Black Friday marketing set you apart from everyone else.
1. Make mobile a priority
In 2016, smartphones accounted for 24% of sales on Black Friday. The amount of money that was spent on mobile was 33% higher than the year before. (PracticalEcommerce.com)
If you haven’t already, now is the time to take a look at your mobile user experience. It’s essential that your Black Friday marketing looks great on smaller screens, as well as desktops.
More than half of all internet traffic comes from a mobile, so make sure that your web pages are optimised for a mobile device.
2. Promote your Black Friday sale on a landing page
If you want Black Friday to be a success for your business, you have to make it easy for people to find your products. Landing pages can help with this.
This is where your consumers will land, who have come from social media, your email list, or online ads.
Although many shoppers won’t be doing their Black Friday shopping until the day itself, there will be a lot of early bird shoppers who research deals beforehand.
The key is to have great awesome content on your landing page, so it converts leads into customers.
A Black Friday landing page is a great opportunity to capture their data for your email marketing. Include an email signup form so you can keep the consumer interested.
3. Don’t forget to use social media
You want all of your hard work to pay off, right? It’s essential to make sure that all of your followers know that you’ll be taking part in Black Friday.
Plan your campaigns and create and schedule them well in advance.
Your followers need to know when your deals will be starting. Before Black Friday and Cyber Monday approach, consider teasing and tempting your customers. Keep them up to date by announcing your sales when they launch.
Use hashtags that are relevant to your Black Friday and Cyber Monday deals. Use them in every social media post to boost the success of your Black Friday marketing.
4. Make your Black Friday email campaigns stand out
Emails are an extremely effective method of engagement. Black Friday and Cyber Monday offer a huge opportunity to capture potential customers with your email marketing.
Hopefully, your subscribers are waiting in anticipation for your deals to arrive in their inboxes. However, we all know how many emails we receive over the Black Friday weekend.
Personalisation is key.
Black Friday marketing always works better when you tailor your campaign to the recipient. Make sure you target the right people by segmenting your email list.
Segment subscribers based on what they’ve purchased before, and suggest other types of products which they might like. Maybe reward your most loyal customers with an exclusive discount, just for them.
Let automation do all the work. With automated email campaigns like sale announcements, abandoned cart messages, and product recommendations, you can save yourself loads of time, while still making your subscribers feel valued.
5. Countdown to the big day
There’s nothing like an exciting countdown to create a sense of urgency.
Let’s face it – no one wants to feel like they’re missing out. According to Eventbrite, 69% of millennials experience FOMO – the Fear of Missing Out.
Adding a countdown timer to your emails, social media posts or your landing pages (or all three!) will add an eye-catching visual element for your consumers.
Be transparent about the length of the time that your deals are on for. Remind them that your deals are for a limited time. This is Black Friday, after all. Your customers are expecting short-term sales.
Is your Black Friday marketing ready?
Black Friday and Cyber Monday can be pretty overwhelming for both shoppers and marketers.
However, don’t let the mayhem of the weekend get to you. It’s all about planning and preparation.
Stay in touch with your customers to find out what they’re looking for, and make sure you’re present on all of the platforms that you’re on.
Take a look at your analytics from last year’s Black Friday to get a better understanding of shopper behaviour.