BOOKAFY BLOG
Black Friday is one of the most anticipated shopping days of the year. So much so that sales have slowly started to creep into Thanksgiving Day.
Why? Because these mega sales are a win-win for both consumers and retailers alike.
Consumers can score great deals from brands they love or discover something new. And it provides retailers with an opportunity to boost revenue and build customer loyalty.
Research shows that online revenue for Black Friday reached $8.9 billion in 2021. With the right marketing strategy, you can build a buzz, stand out from the crowd, and capture a slice of this nearly $9 billion pie.
In this post, we’ll share seven of the best Black Friday marketing strategies for ecommerce businesses to help you break your single-day sales record this holiday season.
Let’s dive in.
Did you know that 90% of all online instances begin with an organic search?
And of those instances, 80% of users completely ignore paid ads on search engine result pages (SERPs).
So instead of wasting thousands of dollars on ad spend this holiday season, focus on boosting your rankings on SERPs to drive organic traffic to your online store.
That’s where a Black Friday landing page comes into play. These landing pages will be your hub for all things Black Friday and where your customers come to learn more about the timelines of your deals and promotions.
Even Google recommends creating a festive landing page for the big event. Here are some of the best practices:
Don’t forget to revamp your landing pages to create a sense of urgency to boost conversions. In other words, tell your online visitors that these sales won’t last forever by using countdowns to encourage users to purchase before the sale disappears forever.
You can also use pop-ups to prompt visitors to sign up for your newsletter and unlock even more holiday deals. But remember, it’s the holidays, after all. So don’t be too pushy and try to spread the holiday cheer.
Add holiday garland to your product photos, or use an AI-powered logo maker to create a festive logo. This way, you can maintain your core brand messaging but with a little seasonal spice. Never underestimate the power of the holiday spirit.
And with 42% of Black Friday purchases coming from smartphones, you should also ensure that your Black Friday landing page is mobile-friendly. With a responsive design, your site will automatically adjust to the device and improve the user experience.
A well-crafted evergreen landing page that houses all of your Black Friday promotions can make the difference between someone buying from you or moving on to the next deal. So make that first impression count.
Email marketing is an excellent way to reach potential customers and drive sales during the holiday season.
It’s cost-effective, easy to set up, and can be automated, so you can send an email sequence to different segments of your audience without having to write them all by hand.
And the best part of all? Email marketing holds the top spot for return on investment — $36 for every $1 spent — compared to any other form of marketing.
Take advantage of email campaigns this year to inform your customers about your Black Friday discounts, or better yet – show them the exact items on sale and when.
Research shows that 75% of consumers search their inboxes to find a relevant discount, so don’t miss out on this opportunity for your message to be in the right place at the right time.
Suppose someone visits your online store a week before Black Friday and adds a product to their cart but doesn’t pull the trigger on the purchase.
Add them to your abandoned cart email sequence to send targeted email discounts over the next few weeks, before the big sale, to make them more likely to convert.
It might look something like this:
When one of your customers boasts about you in front of their inner circle, you can make a big impression on them.
Why? Because a Nielsen study shows that 92% of consumers trust recommendations from those they know.
It’s a win-win situation. You’ll gain free marketing when your customers refer you to their friends and family. Their friends and family will feel good about the recommendation because it comes from someone they know and trust.
Unfortunately, not all of your customers are shouting from the rooftops about your brand. So why not sweeten the deal a bit?
Launch a customer referral program for Black Friday and offer current customers a reward (like cash or free shipping) for referring your brand to others.
Customer referrals typically spend 13.2% more with your brand. But that’s not all. Referrals generate a 16% higher lifetime value, which means they’ll stick around long after the holidays.
Consumers are sick of being treated like numbers. They want a personalized experience tailored to their wants and needs. In fact, studies show that providing a tailored experience can increase the chances that consumers will buy from your brand.
The first step to personalization is knowing what your customer cares about and their past interactions with your brand. You can do this by collecting and activating first-party data using tools like Hightouch. Then, build target audiences and sync them across all your marketing tools.
For instance, you don’t want to recommend baby products to a pre-teen boy and video games to a first-time parent. It’s all about offering options that help shoppers find the products they want and make it easy for them to buy them.
If customers have their personal information saved, adding express checkout options can reduce the amount of time needed to checkout.
You can also add chatbots to your site to help with customer service inquiries during the holiday rush. When visitors get the help they need (and on time), they’re more likely to follow through with a purchase.
If you don’t address their needs head-on and provide excellent customer service, they’ll run right into the open arms of your competition.
Two secrets to boosting Black Friday sales are offering the best discounts and providing the best quality products. But without both components working in tandem, it could seriously hurt your holiday sales.
For example, imagine a promotion to purchase Viagra online at 70% off but with zero customer reviews. It’s an attractive offer, but it seems a bit risky in the eyes of the consumer, especially with a healthcare product.
To prevent this scenario from happening to you during the biggest shopping event of the year, ensure your products get many positive reviews. But don’t stop there.
Customer reviews are a key factor in the decision-making process for customers, with 93% of customers reading online reviews before buying a product. Make sure you properly display the review on each product page.
Sharing your positive product reviews will help you:
Free shipping is one of the best ways to attract customers and get them to make a purchase.
In fact, 9 out of 10 consumers agree free shipping is the biggest incentive for them to shop online, and orders with free shipping tend to be worth 30% more than those without. The numbers speak for themselves.
By partnering with a courier service this holiday season, you can guarantee free shipping for your customers, provide timely product deliveries, and skyrocket your sales.
Black Friday is your time to shine and finally cut into the stronghold that Amazon has established in the market. Win back the customers that left for the Amazon Prime free shipping.
TikTok will be the go-to place for discovering gifts, holiday outfits, and tech gadgets this holiday season.
And with 50% of users turning to TikTok to research a new product or brand, you don’t want to miss out on this opportunity to grow your brand awareness.
TikTok’s unique For You Page connects your message and product with the audiences likely to engage and convert. Add that to the power of a micro-influencer, and you’ve found a recipe for success.
A micro-influencer has between 1,000 and 100,000 loyal followers on social media and can influence their audience to purchase from your brand.
Micro-influencers are great for two reasons:
In short, micro-influencers are trusted by their followers because they’re honest about their own experiences with products — and because they share more realistic content compared to celebrities.
And if they recommend your product, you’ll see your sales skyrocket overnight.
Without a Black Friday marketing strategy for your ecommerce business, it can devastate your bottom line.
Get ready for Black Friday by creating a dedicated landing page, sending out email campaigns, and using social media and influencers to get your brand in front of the right audience at the right time.
Now you can shift your focus to fulfilling and shipping orders to provide the best possible customer experience to turn one-time purchases into loyal customers long after the holidays.
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