With what is considered the biggest sales day of the year around the corner, businesses are ramping up for their “big game” (so to speak). Black Friday and Cyber Monday are well known in our culture. Reports show that in 2017, customers spent nearly $7.9 billion shopping online during Black Friday alone! Also, only about 55% of customers actually set foot inside a retail store – the rest purchased online. Theories suggest that this annual shopping event was named “Black Friday” because it’s when businesses gain the biggest profits, and if you follow accounting, red ink is used to show losses and black ink is used to show profits. With all these amazing stats and opportunities, you are bound to be excited as a business!
If your business has not jumped on board, it’s not too late. Here are some last minute tips to increase your sales online or help you strategize and plan for next year:
1. Learn from your previous year
One way to plan for better opportunities is to look at your notes and analytics from last year. Glancing at the information from Google Analytics or from your key reports can help you to better prepare your inventory and anticipate the types of items that may be hot sellers. You can also see what previous promotions work and what did not and adjust accordingly.
2. Have a countdown timer on your website
Not only will this set the mood, but it’s also a simple thing to do to set the mood for the holidays and motivate your potential customers to take action!
3. Create a gift guide.
Gift guides allow your customers (and people buying for your customers) to find you during the holiday season. You can do that in a special section of your website or through your email marketing. You could also decide to create a blog post with your top 5-10 items. To get more traffic to your gift guides, feature them on your homepage or other web pages that get visibility.
4. Be Unique and Try to Stand out with Your Promotions
When it comes to Black Friday marketing campaigns, everyone is dying to get heard on this one big weekend of the year. If you want to stand out from your competition, try to think out of the box and offer promotions that you normally would not make. For example, “Free Express Shipping on Everything All Weekend.” When creating these promotions, be specific as well and ensure that you place your promotion message where your potential customers can easily find them – such as the banner of your home page, or a pop-up message.
5. Use social media to your advantage
You can utilize social media to your advantage – focus on using content (videos, ads, GIF’s, slideshows, etc.) that draw higher levels of engagement than stagnant images. You can also add an incentive when it comes to sharing on your social media. For example, “Share this and get 10% off.” If you are doing paid ads on social, consider increasing your ad budget in order to push against competitors during this time.When it comes to your organic social media, you can create a compelling campaign, tailoring it towards the holiday season or Black Friday specifically, you will have more of your potential customers engaging with your brand. An example of this is the Banana Republic’s holiday campaign.
6. Consider using PPC and Shopping Feeds
If you normally do not use PPC or shopping feed, it may be a good idea to do so even if it’s only for this Black Friday campaign. These types of advertising can be a game changer and help you gain greater visibility and traction to your website. This also helps your site with higher positioning in search result pages
7. Make sure your site is mobile friendly.
It’s no surprise that people spend most of their time on the internet on their phones. This means that most of the information that you are promoting is being viewed on mobile. You want to ensure that your customers are able to search and purchase with ease.
8. Offer a VIP discount Exclusively for Black Friday
If you have an exclusive membership or loyalty program for your best customers, offer them a limited time discount during the Black Friday weekend. As they are your loyal customers, they are more likely to buy more from your business than one-time customers. Treat them with the best discount and this also ensures that your business is still profitable after the Black Friday event.
8. Prior to launching anything, test everything…. And then test again.
When you are ready to launch your campaign, visit your website and go through the buyer's journey that your potential customers will take. This is to ensure that everything is working as it should. One thing to also make note of is your checkout process as the last thing you want to happen is for your website to crash or something to malfunction during Black Friday weekend. When you’re done, get someone else to run through the process as well.
9. Step up your digital presence on Cyber Monday.
As mentioned earlier, most shoppers are now purchasing online during the Black Friday weekend. This is even more important on Cyber Monday, especially since that’s what the day is all about! You may want to participate in both Black Friday and Cyber Monday but you may want to consider putting in more effect on Cyber Monday if you are a strictly e-commerce store.
The two biggest shopping days for online retailers are almost here – Black Friday and Cyber Monday. It’s your opportunity to get on board with these Black Friday marketing ideas to ensure that you get a boost in sales on the biggest retail weekend. With these last minute tips, we hope you’re able to implement them or plan for next year!