Black Friday and Cyber Monday are just around the corner, and while your holiday campaign should have been finalised months ago (all great strategies require planning, right?), there’s still time to jump aboard the Black Friday bus and maximise on this huge shopping event. Whether the busiest retail days on the calendar simply slipped your mind, budgets are tight, or something’s fallen through at the last minute, have no fear… Here’s a list of last minute marketing tips to help make Black Friday and Cyber Monday work for your business!
Exciting email marketing
A Black Friday failsafe, mailers are one of the quickest and easiest ways to get the word out about your promotions. The lead up to Christmas sees an enhanced sense of urgency in retail anyway – particularly over the weekend – so make the most of this and remind your customers that your deals are far too good to miss.
Bear in mind that over the coming days, your customers’ inboxes will be even more cluttered than usual, so help your mailer to stand out from the crowd by utilizing attention-grabbing headlines, engaging images and seriously good calls to action.
Social media solutions
Amp up your social activity to spread the word of your Black Friday deals. Invest in quality images to accompany your tweets and updates, and remember to use relevant hashtags to boost reach. If you’ve a little more budget, pop some money behind your campaign and tailor it to your audience.
Social media is also a great place to share voucher codes, so your loyal followers will receive an extra discount, while new visitors will have an extra incentive to follow/like and then purchase. If you do social right this weekend, you’re bound to see plenty of sales along with a surge in followings – an added bonus!
Customer service counts
While big discounts and BOGOFs are the most effective methods for impressing your customers this Black Friday, don’t forget about the little touches. By offering free delivery, fast shipping and gift wrapping, you’ve got more chance of standing out from competitors whose offers are otherwise very similar.
Though the coming days will be busy, don’t let customer service slide. If you impress customers on Black Friday, they’ll be much more likely to return at other times of the year, too.
Paid search practicalities
Make sure all of your ads are up-to-date and tailored to the holiday. Consider the phrases that customers will be using when hunting down offers, and don’t forget about the buying cycle. Though there’s a serious sense of urgency from Black Friday to Cyber Monday, savvy shoppers will still continue to conduct research and ensure they get the very best deal.
It’s the busiest shopping time of the year, so competitive bidding is a must for PPC. The search engines are well aware that traffic is going to fly up, and so CPCs will, too. Get the most out of every bid by using manual thresholds, ensuring that your budget is dedicated to converting terms and driving revenue.
Super seasonal content
Great content should be a permanent fixture in your search strategy, and chances are, you will have created or commissioned some fabulous content for Black Friday. But if things are looking a little disappointing on this front, not to worry.
Depending on your resources, you still have time to create a blog post, an infographic, a GIF or even a video. We also recommend a gift guide, which will allow you to include your best sellers and biggest discounts in one handy place. A well-designed graphic to complement the guide will summarise all products and pricings effectively, and will also prove useful for social, too.
You could also make use of other brands’ Black Friday content, citing survey results and quotes, then offering your own opinions. This Black Friday piece from mobile network giffgaff, which is part of our outreach campaign, includes some interesting facts and figures, and could be easily worked into your own content. As long as you reference your sources, there’s no reason why you can’t share and build on other people’s Black Friday findings.
Find out how we can help with your marketing strategy all year round by clicking here. Happy shopping (and selling!)