Guide to Planning Your Black Friday and Cyber Monday Marketing Strategy
The holiday season’s biggest shopping event of the year is just around the corner, and if you’re a marketer, you know exactly what that means: It’s time to get your Black Friday and Cyber Monday (BFCM) marketing strategy in tip-top shape.
Every year, millions of shoppers flood online and brick-and-mortar stores, hunting for the best deals on everything from tech gadgets to fashion must-haves. According to CNBC, “In 2023, Black Friday alone saw a jaw-dropping $9.8 billion in online sales in the U.S.” With numbers like that, the competition is fierce, and standing out means you need a strategy that’s not just good – but exceptional.
How to Plan Your Black Friday and Cyber Monday Marketing (Plus Tips & Ideas)
Do you intend to have a winning marketing strategy that keeps customers returning long after Cyber Weekend? Let’s dive into the steps to create a campaign that will definitely shine.
1. Creating Pre-Event Hype
Black Friday marketing isn’t just about the big day itself – it’s about the buildup. Creating anticipation before the event is crucial, and it’s all about making your audience feel like something exciting is just around the corner.
One way to do this is with teaser campaigns. Think sneak peeks of upcoming deals or mystery discounts that keep your customers guessing. Teaser campaigns are like a suspenseful movie trailer – they give just enough away to get people excited without spilling all the details.
Another great strategy is to use email countdowns or banners on your website. A ticking clock or a daily reminder of how close the deals are can create a sense of urgency and excitement.
And don’t forget about social media. Countdowns, polls, and giveaways are fantastic ways to get your followers involved and eager for what’s to come. As the big day approaches, keep your followers engaged and make them feel they’re part of the exciting lead-up to something major!
2. Personalizing Offers and Exclusive Deals
When it comes to Black Friday and Cyber Monday, it’s all about going big or going home. Your offers need to be so enticing that customers can’t resist clicking that “Buy Now” button. Personalized and exclusive deals can make your customers feel like they’re getting something truly special.
One effective approach is tiered discounts. For example, offering different discount levels based on how much a customer spends can encourage larger purchases.
Another idea is product bundling – get creative with Buy One, Get One Free offers, free shipping, or pairing related products together to sweeten the deal.
Make sure you don’t overlook the power of loyalty programs. Offering early access or better deals to your long-term customers drives sales and boosts retention, keeping your best customers happy.
3. Optimizing Your Website for the Rush
As Black Friday and Cyber Monday weekend approaches, your website must be ready to handle a surge in traffic. Did you know that over 70% of Black Friday shoppers research deals and purchase on their mobile devices? That’s why mobile optimization is non-negotiable. A mobile-friendly website ensures customers can easily navigate, shop, and checkout without a hitch.
In addition to being mobile-friendly, user experience is key. Clear navigation, a smooth checkout process, and trust signals (like security badges or customer reviews) can make all the difference.
Remember, slow page speed can be a silent killer for your e-commerce success. When your website takes too long to load, customers are more likely to abandon their shopping carts in frustration, costing you potential sales. In fact, studies show that even a one-second delay in page load time can lead to a 7% reduction in conversions. Ensuring your website is fast isn’t just about optimizing for conversions; it’s about maintaining a strong, positive brand image in the minds of your customers.
4. Leveraging Paid Advertising
Paid advertising is your secret weapon for BFCM marketing. While strategies like SEO are important, they take time to yield results. Paid ads, on the other hand, deliver quick wins. But with so many options, how do you ensure you get the best ad spend return?
Two words: native advertising. Platforms like Outbrain allow you to engage customers on the open web where they’re most comfortable – while they’re browsing the open web (outside of social media) and exploring their favorite editorial websites, including news, sports, and entertainment sites.
With native advertising, you can strategically place your ads alongside the editorial content of trusted publications, seamlessly integrating them into the reader’s experience. In fact, native ads on editorial pages are seen as more trustworthy than social media ads. This added trust can make all the difference in grabbing audience attention among all the competing ads, and driving holiday sales.
Ad retargeting is another powerful tool. They give you a second chance to grab the attention of people who previously visited your site, and turn window shoppers into buyers. Also, while not strictly paid ads, don’t knock influencer sponsorships and collaborations. They are your go-to for boosting reach, especially during the pre-holiday shopping frenzy. They help your brand shine by getting your message out through voices your audience already trusts and loves.
5. Post-Sale Engagement: Turning Buyers into Repeat Customers
Black Friday may begin with making a sale, but it continues by building customer relationships that last beyond the holiday season. The surge in traffic and new customers during this period is a golden opportunity to expand your customer base. Zelst explains that if all your BFCM work leads you to some new buyers, that builds the chance for them to buy again, which makes the initial discounts well worth it. Get that ROI, and don’t let the opportunity pass you by!
There are several ways to use BFCM to bump up your customer base. Start with personalized thank-you emails that not only express gratitude but also offer future discounts.
Follow-up campaigns can keep the momentum going – whether it’s a special post-holiday offer or a sneak peek at upcoming products. Get your customers talking and use surveys or social media polls to gather feedback and improve your future campaigns.
Customers enjoy authentic personal connections with brands, so don’t forget to respond on social media, which can also boost your engagement.
Black Friday and Cyber Monday Marketing: Plan Ahead to Get Ahead
When it comes to Black Friday and Cyber Monday, having a well-rounded marketing strategy is more important this year than ever. Remember, starting early and staying flexible is key to adapting to any last-minute changes that may come your way. For inspiration to get you started, check out some of the best Black Friday campaigns from previous years, and start crafting a strategy that’s sure to make this Black Friday your best one yet. Happy marketing!
FAQ
When is Black Friday and Cyber Monday?
Black Friday is the day after Thanksgiving (which falls on the fourth Thursday in November), and Cyber Monday is celebrated on the Monday after. Although based on US traditions, Black Friday and Cyber Monday are now global events, with retailers all over the world taking advantage of the consumer excitement.
What’s the difference between Black Friday and Cyber Monday?
Black Friday is the original post-Thanksgiving retail sales day. Originating in the 1980s (the pre-internet era), it focused on shopping in brick-and-mortar stores.
Cyber Monday first launched in 2005 to promote e-commerce sales after the Thanksgiving holiday. As online shopping became more popular, Cyber Monday began to rival Black Friday in terms of sales volume. In recent years, the lines have become blurred with consumers shopping both in-store and online from Black Friday through Cyber Monday. The two days are collectively known as ‘Cyber Weekend’.