-TIPS TO CREATE BLACK FRIDAY PROMOTIONS THAT CONVERT -
Black Friday is up there as the most essential day for brands to advertise their business, aside from the festive period.
Usually the last Friday in November, however it can include the whole month of November up until ‘Cyber Monday’. Which is often forgotten when talking about Black Friday sales. In 2023 Cyber Monday hit $12.4 billion in sales compared to Black Friday at $9.8 billion.
In previous years Black Friday has been synonymous with chaos and bustling shoppers heaving their way through queues. However, now most of the sale searching is digital. This is why it is essential that your ecommerce brand is well prepared for the influx of orders during this time. Your platforms such as apps, website and payment systems must be up to date and running smoothly to ensure customers that have had products sat in their carts, CONVERT to purchase. Off the back of this, customer service must be up to scratch so that you can bring in REPEAT BUSINESS. Chatbots are brilliant for this as well as a link to FAQs on your website.
As well as this, things such as ‘buy now pay later’ schemes are incredibly enticing for customers especially when purchasing larger products or multiple items. As Black Friday can feel rushed, deciding between products can be trickier for warm customers and offering a payment plan such as ‘Klarna’ can often sway their decision.
When it comes to warm customers, SMS messaging can be very influential in the lead up to Black Friday. As there is a cost associated with this form of marketing, stick to customers that have previously purchased from your brand.
Treat current customers like the VIPs they are! For your current loyal customers it is essential that they are treated like royalty. Offer early access or extended sales. TARGET; abandoned shopping carts through email marketing - use catchy/informal language.
The ‘warm up’ to Black Friday is absolutely necessary, due to the insane competitiveness of the ecommerce world. YOUR warm customers need to KNOW you have the best discounts to offer.
Struggling to shift your stock? Bundling and gifting items is really effective if you have stock you’d like to encourage your customers to order. If it is discounted, people get tempted. We would advise brands to start prep in September by compiling an extensive and filtered emailing list for your warm customers. You can do this by encouraging potential customers to sign up to your newsletter via your website. These are the people to contact.
One of the most important points is USE YOUR OWN CONTENT AND IMAGERY. The amount of times you will see a brand promoting their Black Friday sale with a stock image from Canva. Yes, it may be aesthetic, but new prospect customers need to know exactly what your discounting.
Other options such as using influencers for product and service reviews can be a really beneficial type of promotion.
Finally, make it iconic. You want people to remember you!
Always, analyse your brand's Black Friday and Cyber Monday. What went well? What didn’t work? This makes it WAY easier for next year.
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