Black Friday is the fourth Friday of November. In 2019 – it falls exactly on the 29th of November. It is closely followed by another similar selling opportunity called Cyber Monday. As well as the, more so in the US, Saturday of Small Companies is also celebrated. This last day is less popular but also aims to increase sales.
What are these three holidays about? Of course, the Americans came up with it originally. Black Friday is the day after their Thanksgiving. Until then, they don’t think about Christmas, because they focus on the holiday associated with eating giant turkey dinners. When the tension with this holiday subsides, they begin to prepare for the next big occasion – Christmas.
And Cyber Monday? Since, starting from Thursday (Thanksgiving Day), Americans have an extended weekend, often after all this celebration and bingeing on turkey and treats, they take a break on the following Monday. To kill boredom, they go to shopping malls looking for distractions, for example. Well, how do sellers plan to use this opportunity? They began to organize various types of promotions on this specific day.
This tradition has spread to Europe and around the world – so in turn, we are also succumbing to this shopping frenzy. At this time, consumers are focused on big shopping, and from year to year the number of transactions and money spent continues to increase. In addition, a growing number of consumers intend to shop online at this time instead of in-store purchases.
A distinctive feature of a consumer on Black Friday, focused on catching the opportunity, is a total lack of loyalty to the existing store. If the competition offers him something extra, he will go there without a second thought, even if he has been your regular customer for years.
Whoever says that Black Friday definitely brings a real increase in sales and Cyber Monday is just a small addition – is wrong. Quite the contrary, for example, data from last year’s Black Friday and Cyber Monday show that sales on each of these days are almost identically high.
When to start?
The more time you spend on preparation, the more easily the promotion will go and there will be no nerves and stress. And above all, after that, you will avoid saying that ‘it did not make sense’, that there was little response and that it was not worth playing around with.
Select all key dates on the calendar, on the board or simply on a piece of paper. Write down by when you need to complete the various activities so that you can be on time. Also indicate whether you can prepare everything yourself or whether someone will have to help you with it. Remember to outsource such tasks much earlier. After all, it’s not only you who is organizing the promotion.
Finally, a few days before the promotion starts, remember to check everything again. This is not why you put in so much work that before Black Friday it turned out that something is underdeveloped. If you run an online store, check if everything is working, if you can place orders without any problems and whether the discount codes actually work!
So where do you start?
1. Prepare a dedicated landing page, blog article, sub-page
Create a sub-page (landing page) that your customers interested in Black Friday and Cyber Monday promotions will arrive at. It should be legible and informative. Start with a catchy headline with the keywords (Black Friday or Cyber Monday). Below, present what you have prepared for your customers who decide to shop on your website on these days. Show your bestsellers and planned discounts and other promotional campaigns. What raises the conversion is an informative/eye catching video, so it’s worth adding it to your website if you have one.
On the dedicated landing page, the clock function will work very well, which will count down the days and minutes to the start of Black Friday. Next to it, you can add the option of leaving an e-mail address, thanks to which the interested person will receive a notification not only about the start of the sale, but also other attractions and offers prepared for subscribers.
Create an article, e.g. “Black Friday 2019 in Limerick” (specifically, instead of Limerick, let it be the area where you work). Going further, you can use a specific industry and write, for example, the article: “Black Friday 2019 – Hotels Deals” etc. These are, of course, only examples.
You can publish such an article on your blog or as a sub-page on a website (if you do not have a separate blog). You can also send to local web portals to publish (this may be a paid activity).
It is worth writing an article on this topic well before the event, so that it has enough time to crawl on Google when someone is looking for a Black Friday promotion. Inevitably, you must do it long before…certainly not two days before Black Friday!
2. Grab leads
The sale campaign is a great opportunity to build a newsletter subscribers database. Placed on the landing page – a strong and visible Call-to-Action and a simple/easy-to-use subscription form. In exchange for leaving your email address, offer an incentive e.g. an additional discount or a gift to order on Black Friday. You must do this much earlier before the event – even two weeks before will do.
3. Think ‘organically’ – think about SEO
Of course, building search engine position is a year-long task. The Cyber Week period is certainly not enough, but necessary. Before selling, however, make sure you have optimised all data for popular terms (page URL, page title, meta description, photos, etc.)
4. Build tension and interest!
In anticipation of Cyber Week, make sure your consumers do not run out of sensations. In addition to the clock, you can use many marketing tricks. On your website and in your email marketing campaign, use phrases like ‘Only 15 days left until Black Friday! Are you ready?’. If you want to build tension even more, reveal every day a new special promotion that you have prepared for these days.
5. Let the world find out!
Do not be afraid to invest in advertising during the period preceding Black Friday. Use Google Ads. Expand your RTB campaigns, which is perfect for retargeting. Also don’t forget email marketing – depending on how big your database is, this channel may be one of the best sources of traffic for your website. Cyber Monday is a great opportunity to increase traffic.
For e-mail notifications, remember to make them responsive – on such a day your customers are in shopping malls and ‘brick and mortar stores’, it means in constant traffic. Reading information from you on their smartphones must be trouble-free. Also, don’t forget about Facebook ads, including retargeting via this social networking site. This is a lot of work during Cyber Week so don’t leave it to the last minute.
6. Be ready for crowds … on the server/hosting
The weekend between Black Friday and Cyber Monday is a crazy time for consumers who are trying to catch the best deals before Christmas. These days, the likelihood that the customer will easily get frustrated is very high – they want to find great gifts for their loved ones at bargain prices. Don’t let your technical background be a source of anger and disappointment. Prepare for server/hosting trouble (overload) or lack of goods (fill up warehouses). Also set your customer service employees up so that they are prepared for hard work with occasional difficult customers.
7. Keep your new customers
Did you know that during Black Friday 70 percent all baskets in online stores is abandoned before the transaction? Why? Internet users most often point to two problems: the need to set up an account to place an order, and high or often hidden real delivery costs. What will convince your new customer to finish shopping? First, remove the aforementioned obstacles in your store. If your customer has abandoned the cart, send him a notification with the products left behind. You can also offer free delivery or extend the time to pay for your order.
8. Analyse the results
And finally, an analysis of everything that happened. You can also analyse your campaign during it. It is thanks to the analysis that you know whether the goals set in this campaign have been achieved. It is much easier to do it on the Internet with the right tools. If you use Facebook ads, the entire list is provided on the tray in the Ad Manager. You can also use Google Analytics for analysis. If you have not already done so, connect an analytical tool to monitor the website traffic!
Get ready and don’t leave it for the last minute!