No matter where we are or what we do for a living, once the clocks go back at the end of October and daylight saving ends, ‘Black Friday’ is a phrase we just can’t seem to escape from! Am I right??
As customers, it’s pretty obvious that we can’t afford to miss out, but what about our businesses?
Is it just crazy deals? Or a genuine profit-making opportunity?
As a business owner, you could argue that Black Friday is worth the risk.
The retail data analytics company Sensormatic Solutions predicts that Black Friday, 26 November 2021, will remain one of the busiest shopping days in 2021. Almost half (48%) of shoppers plan to spend the same amount of money or increase spending from 2020 to 2021 and 77% of shoppers indicated an interest in supporting small businesses during the shopping season.
This year it’s not just Black Friday but what’s known as the ‘Cyber 5’, which runs from Black Friday Eve on 25 November through to Cyber Monday and includes Small Business Saturday on 27 November.
At the very least, your goal should be to gain awareness, drawing as many users as possible into the top tier of your sales funnels. This way, the next time they come across your business and brand, there’s an increased likelihood they will follow through the funnel, resulting in interest and commitment.
This is achievable especially with the recent trends in supporting local businesses, small businesses and unique gifts.
There are loads of ideas out there and marketing strategies for pricing and offers but how can you make Black Friday and the Cyber5 simple and stress free?
Your funnels, emails lists, website and social media can take a lot of the pressure off, meaning you just need to work out what you want to offer and when!
Make sure your sales page and landing pages are ready.
Landing pages help you focus your audience’s attention on featured products and deals. They also let you create tailored content to target specific demographic groups within your customer base and boost sales, make sure that your landing page is optimised for mobile viewing so you can capture those potential customers browsing on their phones.
Sell With Social Media Marketing
When Black Friday and Cyber 5 come around, you want to ensure you stay top of mind with your customers. In 2020, 45% of people who discovered a new product on social media purchased it as a gift for someone else.
Embrace Email Marketing
Your email list is such an important tool to have, according to Campaign Monitor, email marketing accounts for 20% of Black Friday website visits. Not only that, but consumers who purchase through email spend 138% more than those that don’t receive email offers.
By now, consumers expect Black Friday deals. It’s one day of the year where many people go to their inbox to search for coupons and discount codes. Black Friday emails often result in the highest open and click-through rates.
Nurture New Leads
Not every marketing campaign results in a same-day purchase. You still have opportunities to capture new email subscribers and nurture your email list after Black Friday. ‘Super Saturday’ is on 18 December which is also said to be in the top 5 spending days for the UK!
Consumer Trend reports from Mintel highlight that shoppers in 2021 will be more deal-focused, and many will want to research products and plan their gifting. Consider using an abandoned cart automation email tool or widget to capture customers and retarget those who need a little more time to think. ‘Forgot something?’ emails are a great way to do this without being pushy.
Making sure your funnels and your all-important email list are good to go, up to scratch and ready to help take the pressure off your Black Friday campaigns and project your business to where you want to be!
If you need help with creating your funnels, getting traffic to them, managing your email lists or want to talk about how automation can help you find freedom in business then get in touch!