As a business owner, it’s never too early to start planning for the holidays. There’s more competition than ever before, and it’s up to you to stand out from the other businesses who are selling like products.
If you want to make 2021 a historic holiday season, you must utilize strategies that will help you reach your target audience before the competition. When you implement the right Black Friday marketing strategy, you can feel confident your product will be the first choice for consumers when they are ready to make a purchase.
If you aren’t sure where or how to get started, keep reading. Here you can find 15 marketing strategies to implement this year.
1. Create Shoppable Content
Creating Shoppable galleries is the best way to get ready for Black Friday. Shoppable galleries (a.k.a., shoppable content and shoppable feed) are your user-generated or social media visual content that features the products you offer. These are turned Shoppable by tagging the product, details, price, and a call to action.
You can do this by collecting visual content, tagging your products to this content, and then publishing the shoppable galleries on social media profiles, emails, or websites.
It’s a great strategy for online and eCommerce brands that are trying to grow trust, build brand awareness, increase user awareness, and boost sales with a minimal budget.
2. Invest in SEO (Search Engine Optimization) Now
SEO is a long-term strategy. Because of this, you must start your SEO efforts as early as possible.
As you know, SEO involves utilizing the right keywords to rank higher in search engines. While there is no secret to double your organic search traffic in a few days. You can now start optimizing for specific keywords relevant for year-round shoppers and for potential holiday search traffic.
Some of the steps you should take to improve your holiday SEO efforts include:
- Identify the top holiday keywords
- Build Black Friday landing pages for the chosen keywords
- Monitor and optimize your page speed
By starting early, you can be ready for the influx of searches and buyers that go online on Black Friday.
3. Test Your Paid Efforts
Remember, Black Friday sales only occur for a few days (at most); however, their impact may help you throughout the year.
Because of this, you need to sync your paid and organic search plans, which will help you create an effective omnichannel experience for your audience.
As you test your ads and make them work together for the best results, there are a few things you should focus on. These things include:
During Black Friday, bidding for ads can get crazy quickly. Not all companies have millions of dollars to spend. Choose keywords to target for search and product ads carefully to avoid overspending.
Running Your Ads
Shopping on Black Friday is more than just an event that occurs over the weekend. Because of this, you must create and run your paid ads before and after the actual sale date. Also, when you do this, it means less competition and more affordable bidding options.
Expand Your Target Market
Consider new markets that will reach your target audience. Some other places to post ads include Google Ads, TikTok, LinkedIn, and other platforms you never tried before. The key to success is making sure you don’t overdo it and spend too much money on your ads.
It’s easy to overspend on paid ads during the holidays. However, if you start early, develop a smart campaign, and utilize the tips above, your paid ads can be a huge and beneficial part of your Black Friday marketing efforts.
4. Deal Timing
When creating a Black Friday marketing strategy, something that’s fun and that most customers enjoy is offering new deals every hour.
Not only does this make your consumers happy, but if they know a new deal is coming, they are going to keep coming back to your online store, again and again, to see if it is something they are interested in purchasing.
You can easily promote this offer change on social media, too. For example, the scheduling app Buffer will make this a smooth and simple process. Also, it can help you stay organized and keep the hectic schedule of new promotions every hour on the track.
Make sure you create a banner on your homepage about this “deal an hour” marketing effort, too. You want people to know what to expect and ensure they come back to see what’s new.
5. Improve Your Website’s Speed
While this is important for Black Friday shopping, it’s just as essential to do throughout the year. Taking time to optimize your site speed offers several rewards.
Google has indicated that your website’s speed is a significant indicator of your site’s ranking for queries.
If your site is dealing with slow load times, malfunctioning forms, images that don’t fully load, and high bounce rates, these all indicate to the Google search bots that your site isn’t trustworthy and that it won’t provide a good user experience.
When working to improve your site’s speed, there are a few things you can do. One of the first is to conduct a website audit that looks at:
- Orphaned pages
- Load speed for desktop and mobile versions of your website
- Pages with no SSL certificate
- Mobile-friendliness score
- Broken URLs
- Website indexing issues
- Duplicate content
Each of the factors above can impact a user’s experience (UX) on your website. Remember, Google puts a priority on UX and considers all on-page interactions when determining your page rank.
6. Create Black Friday Specific Landing Pages
To ensure you are ranking for the seasonal keywords you have targeted, you need landing pages to help searchers find the available deals. People who are searching for your products or brands (especially on Black Friday) will like to add keywords such as “promos,” “specials,” “discounts,” “deal,” and “sale” to your product or brand name.
If you dig a bit deeper into Google Trends, you can find out what keywords are ranking highest and what will be most effective in your industry.
Make sure you aren’t waiting until the last minute to build landing pages or optimized product pages for your selected target keywords.
Instead, create the promotional pages ahead of time and redirect them to stay hidden until your sale goes live. At this point, you can optimize before the shopping craves and still ensure Google (along with other search engine crawlers) have time to scan the pages.
You must add your new pages to your sitemap. By doing this, you can feel confident the crawlers will index them correctly and that returning customers can find them.
Once you are ready to go live with the sale, make the pages live. You can track and further optimize them as the holiday season begins.
7. Use Smarter Social Marketing Efforts
Today, most people are on at least one social media app per day. Also, there has been a steady increase in online buyers who are inspired by something they see on social media.
According to one survey, the most prominent buyers for Black Friday sales are millennials. Since most social media users are millennials, it only proves how important it is to take advantage of social media networks where your target audience spends time.
You can use scheduling apps to schedule your posts properly. The best time of day varies from one platform to another, so be sure to know before creating scheduled posts.
You must plan your Black Friday marketing campaign for social media long before the sale is set to begin. Also, implement it efficiently to help boost your sales and awareness.
8. Optimize Your Calls to Action (CTAs)
If you have regular traffic coming to your site, but conversion rates are still low, it may be time to test your CTAs. CTAs are an invitation that encourages someone visiting your website to act. The action varies and can include purchasing, signing up for a demo, or downloading an eBook or whitepaper.
When you start optimizing your CTAs, there are three main elements to consider:
Copy Optimization for Your CTA
CTAs should be straight to the point and specific, such as “purchase,” “download now,” or “click here.”
If you have more generalized CTAs, it’s a good idea to create a more personalized copy.
You can also frame your CTA as a link to a set benefit. Utilizing copy that makes visitors think they will miss out if they don’t will provide better results.
Visual Optimization for Your CTAs
Optimizing copy is essential, but you need to ensure your CTA is seen. Test different animations and colors to figure out what combinations are most effective.
If you only create hyperlinks, now is an excellent time to try more stylized and noticeable forms or buttons, which can help attract more attention.
Placement Optimization for Your CTAs
The copy and color of your CTAs are important, but the location matters, too. If product pages only offer one location to make a purchase, they miss the opportunity to encourage a conversion at each stage of the shopping experience.
9. Consider Mobile Users
In 2020, 75% of Black Friday shoppers used a mobile device to compare prices, research products, and buy.
Be sure to prioritize optimization and QA for mobile long before the “big day.” Check your fonts, buttons, and UX on mobile devices for your site. You should also check the Black Friday-specific landing pages you create.
You want to ensure that your shoppers don’t encounter bugs or glitches when they are trying to make a purchase.
10. Use Hashtags
When marketing on social media, it’s a good idea to use hashtags when you can. However, don’t use generic hashtags. You need to create dedicated hashtags that will encourage Black Friday shoppers to pay attention to your offers.
Creating Black Friday-specific hashtags can help improve visibility among your social media users, make discoverability easier, and allow you to reach customers who are actively searching for “deals of the day.”
11. Optimize Your Headlines
Your web page headlines need optimizing. While CTAs and content will help your visitors act, your headlines will attract prospects while increasing your potential sales revenue.
When optimizing headlines, be sure to use numbers. Numbers can have a huge impact on your click-through rate (CTR). People want to know what they will get before committing. By telling someone you have “15 great deals,” you will get more clicks because they know exactly what to expect.
You can also use numbers in the form of the year, which also entices visitors to click. Most people like to compare and read about the best and worst of things from the year.
It’s also good to look at the length of your headlines. It’s believed that headlines with about seven words are considered ideal and provide superior performance. These aren’t too long but offer enough information to get someone to click.
One of the best rules to follow when optimizing your headlines is to keep them simple. Tell visitors what they want and need to know with the fewest words possible.
No longer do people respond to incentive headlines. Instead, create something informative that is also straight to the point.
12. Create Plenty of Offers and Coupons
“Refer a friend and get 50% off your next purchase,” “Buy 1 get 1 Free,” “20% off,” – do these statements seem attractive to you?
Chances are, they do. Everyone wants to save money on a purchase. You may think your sales are enough during Black Friday, but don’t eliminate the coupons and special offers if you want to ensure your sales are higher than ever before.
You can send out personalized emails to potential customers about these special offers, connect with their emotions, and build a lasting relationship that ensures they continue to buy from you even after the holidays.
The goal is to create an appealing reward system with an expiration date. By doing this, you create a sense of urgency that encourages someone to buy now.
13. Use Social Proof
Do you use social proof? If not, now may be a good time to think about doing so.
Using social proof statements on your website can help encourage visitors to buy. Some social proof statements to use include:
- Number of products sold
- Product reviews
- Number of past customers
The purpose of social proof is to build trust with your online customers. You use it to show customers that others love your product. Building this trust from the start is important because it helps eliminate worry and fears and helps you overcome potential objections.
14. Create Pre-Sale Curiosity Around Your Brand
You may wonder how to encourage customers to shop your Black Friday sale.
To do this, you must build their interest. Send out emails and place banners on your website about the upcoming sale. Take time to make what you offer to seem like it’s too good to miss out on.
The more hype you can create around your upcoming sale, the more likely you will have more shoppers on Black Friday. Start hyping your Black Friday sales and discounts a few weeks before the big day. Doing so will give you plenty of time to generate interest.
15. Use Moment Marketing
Moment marketing is a newer, trending concept. It uses the ability you have to leverage trending topics among your audience that relates to online and offline environments and integrate them with your marketing content.
Your brand can create a social media marketing strategy based on the latest trending events and then share them on your social media platforms. Doing this helps to generate positive brand awareness, and italso helps establish a connection between users and your brand.
Are You Ready for Black Friday?
Do you want to have a record-breaking Black Friday when it comes to sales and customer engagement? If so, the tips and information above should help you with this lofty goal.
Make sure you review the information here and begin working on your marketing strategy as early as possible. When you do this, you can feel confident you will have the best chance of a successful campaign.
Black Friday is one of the biggest shopping days of the year. To ensure you get your fair share of engagement and purchases, you must create an effective marketing strategy. While you may not need to implement all the tips found here, using some of them will definitely help you improve your results.
It doesn’t matter what size business you have or what industry you operate in; if you are counting on Black Friday sales as part of your business revenue, be sure to keep the tips above in mind. These will help you achieve the high level of success you want and need, regardless of what has happened in the past.