How to Amplify Your 2022 Black Friday Marketing Efforts
The holiday season is almost here and it’s time to hunker down. You’re going to have to find ways to stand out from the competition and differentiate yourself.
One of the biggest days of the upcoming year is Black Friday–the day after Thanksgiving (Nov. 24)–which provides a great opportunity for companies to generate profits.
Shopify store owners reported $6.3 billion in sales between Black Friday and Cyber Monday in 2021, a bump of 23% from 2020, according to Hootsuite. There were also 47 million unique shoppers spending an average of more than $100, according to another Hootsuite report.
That is a staggering amount and shows why every company participates in Black Friday.
But you have to make sure your customers know about your deals and sales. Every company will have Black Friday sales. You have to find a way to stand out from the others. You can’t let all the great goodies you have for your potential customers get lost in the shuffle.
Here are some tips to take your Black Friday efforts to the next level.
If you have a great sale planned, you need to let people know ahead of time.
Use your social media platforms–whether that’s Instagram, TikTok, Twitter–to promote what discounts and sales you are offering. This helps amplify what you have so the shoppers can plan, and can also build excitement if executed properly.
You can promote mystery sales or even tease of an exclusive offer that is coming. Building anticipation is never a bad strategy.
An email marketing campaign is one effective way to help promote your Black Friday efforts and it can be quite beneficial for your ROI (return on investment). Email “drives an ROI of $35 for every dollar spent, higher than any other channel,” according to litmus.com.
You can also promote your sales via pop-ups that remind your shoppers about the sales and can help avoid abandoned carts.
We suggest that you consider having a guide that completely outlines your products and makes it easy for customers to search for their needs. People will enjoy having your sales and products outlined in an easy-to-read format that lets them know exactly what you are offering.
Along the same lines as building anticipation is building urgency. You want to create a sense or urgency with your sales, whether that’s to take action or let them know there’s finite supply.
Deadlines spur action, and individuals are more inspired to take action if there’s only a limited amount of time to complete the goal.
One of the beauties of Black Friday is the sales and one particularly spending strategy your brand can utilize is minimum spend rewards.
You can offer free shipping for certain amounts and it can entice individuals to spend more. There are also tiered discounts based on how much more they spend. It’s worth noting that rewards for minimum spending can help increase conversion rates, according to Hootsuite.
You can also offer free gifts with purchases but be sure to offer a gift that actually has value.
Let’s focus on your page and how people can find it and navigate it.
You need to optimize your website so that it can be found easily by those searching for your products. You want to rank as high on Google as you can.
This is where search engine optimization comes into play. You need to use the keywords and terms that your shoppers will be using, which is why search engine optimization is so important.
You need to make sure your site is also mobile-friendly since so many individuals are doing their shopping via their phones.
Just because you’re an online shop doesn’t mean your customers may not have questions.
You need to install chatbots for your website or your Shopify site. This allows individuals to find out all the information they may need, whether that’s how to return packages or anything else that may come up in the process. You want to make sure that your customers can get to the finish line as easily as possible and not be turned away because they can’t find an answer.
Shopify chatbots can help automate functions, and there are even AI chatbots that can help your customers find what they are looking for on your site. They can narrow the search and then send products they may be searching for or even send them specific recommendations.
Be sure to have special offers for those that are part of your loyalty program or have been shopping with your brand for a long time.
Letting them know you value their loyalty to your brand can help them feel that you value them, and they will be more inclined to continue doing business with you.
You can also send referral codes to your email subscribers that provide incentives if they can lead new customers to your site. That can help with word-of-mouth marketing.
Since social media is so helpful for individuals searching for products, you want to enable your social platforms to actually make sales. You can sell directly on your Instagram page and this is important since 90% of people follow at least one brand, according to Hootsuite.
Social media also allows you to use hashtags to generate buzz about your product or join in on other trends. Individuals may search hashtags promoting Black Friday sales, so be sure to use hashtags that will make sure your sales are being seen by a wide audience.
You can also use social media to host a contest in hope it builds awareness and can even result in sales. You want to offer a gift that has value and get contestants to share the post, which then can lead to greater awareness and even more outreach.
If you’re willing to take risks, you can truly get bold during Black Friday.
Some companies don’t even do Black Friday sales and istead do them during a different time of the year or perhaps you can focus on helping a social cause.
Stay true to your brand but the opportunity is there to go big.
Let’s think long term here for one second.
You don’t want customers to be one-and-dones with your company. You want them to stay with you and this can be challenging following Black Friday. Shopifty reports that for customers acquired during Black Friday/Cyber Monday have a lower lifetime value for 64% of retailers.
This tells us that plenty of folks are willing to shop for this one time of the year and then go elsewhere with their business.
This is why you want to follow up. Maybe it’s a thank you or a message for feedback. You want to improve their experience for the customer and leave a positive impression on them.
Following up with them could be that tool that’s needed.
We hope these tips have helped you understand how to improve your marketing efforts for Black Friday! A few tweaks can lead to a very profitable holiday season. Be sure to keep checking Digicom for the latest articles, strategies and tips for all your marketing efforts.
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