Black Friday: Top tips and strategies to boost your online sales

Black Friday: Top tips

Black Friday, Cyber Monday and Small Business Saturday are great opportunities for advertisers to maximize profit and improve brand awareness. However, when you’re competing with almost every other brand, it can be difficult to stay ahead of the game if you don’t make the right decisions.

To help you succeed with your special Black Friday campaign, our experts have prepared a list of the best tactics to consider to increase your visibility.

The origins of Black Friday

The term “Black Friday” appeared for the first time in 1960 in the United States. It refers to the Friday after Thanksgiving, a day when Americans rush to the stores to do their Christmas shopping.

In the mid-1960s, Black Friday began to appear on American billboards and television commercials. The event has been growing in popularity ever since. In 2000, it was officially globalized and designated as the biggest shopping day of the year. The commercial battle is so fierce that some brands start their sales as early as on Thanksgiving night, without waiting for Friday morning.

To encourage consumers to shop on the web rather than in stores, the online retail industry countered by creating Cyber Monday, which begins the Monday after Black Friday. Success came quickly, and in 2018, sales during Cyber Monday reached $7.9 billion in the United States, compared to $6.2 billion for Black Friday.

Black Friday has grown to the point that for some economists, sales on that day are considered an indicator of the economy. According to Keynesians, who believe that spending stimulates economic activity, a drop in sales during Black Friday would be seen as a harbinger of sluggish growth.

Our marketing tips for a successful Black Friday

In order to be among the big winners of Black Friday, a solid marketing strategy is required. Here are some recommendations from our experts:

Optimize your website and landing pages

If you have an e-commerce site, you know you need to be prepared for an increase in traffic, and ensure fast, quality load times of your landing pages.

Studies show that if your site takes longer than 5 seconds to load, users will start to abandon at a rate of 1% for every additional second they wait. On the other hand, if your landing pages load in less than a second, you can reach an average conversion rate of 32%. Therefore, it’s imperative to make sure you have optimized pages and enough processing power to handle the increased traffic. This is a critical component to making your Black Friday sales successful and staying ahead of the competition.

 Define a good keyword strategy

Implementing seasonal keywords and Black Friday shopping trends will help you meet SEO goals, and attract consumers to your store.

But how do you choose the right keywords? Inserting “Black Friday 2021” or “Black Friday sales” in every paragraph isn’t enough! You also need to focus on long-tail keywords and search terms, and use terms that are relevant to your field in your product descriptions, and on every landing page. Google has some great tools to help you with this part, including the Keyword Planner and Google Trends. You can also track the success of your SEO strategy using Google Analytics.

Having landing pages specifically dedicated to Black Friday and Cyber Monday can also maximize customer attention and improve your SERP ranking.

Build your email list

Building strong email campaigns is a must for any business, and it becomes especially vital during the Black Friday period. Your Black Friday campaigns need to provide interesting and relevant information designed to get customers interested in your year-end promotional offers.

To run your Black Friday email campaign perfectly, you should do the following:

 1. Collect as many email addresses as possible:  

Collect as many email addresses as possible from your website and your CRM base, promising your future subscribers to keep them informed of your upcoming promotions.

 2. Create suspense around your promotions: 

Start sending out details of your promotions in advance as a “teaser”. Whether it’s a discount, free shipping, exclusive products or a donation to charity, it’s imperative to make consumers want to buy from you. Don’t forget to work on your segments (new customers, VIP customers) and send your emails as soon as possible to avoid getting spammed.

3. Thank your customers at the end of promotions: 

A quick follow-up email to thank your customers for their purchases is always a good idea. To avoid over-soliciting them, try setting up an automatic thank you email 5 to 7 days after their purchase.

4. Create cart abandonment emails: 

During Black Friday and the holiday season, some consumers tend to put products in their cart but then forget about them, change their minds or postpone their purchase. That’s why we recommend you consider creating abandoned cart emails for those who didn’t finalize their purchases.

Take advantage of paid ads

While organic traffic is the best way to rank well on Google and other search engine results pages (SERPs), paid ads can be very useful for Black Friday marketing. Promoting your offers through Pay Per Click (PPC) ads seems to be helpful in order to quickly increase your online traffic. About 79% of brands that use PPC say it is a “major driver” of their success. With many customization options, you can easily deliver your paid ads to your target audience. Finally, opting for sponsored ads on social networks, is a great way to reach your audience and increase your visibility.

Keep an eye on the competition

The competition is inevitably getting bigger and bigger. That’s why it’s important to always keep an eye on the promotions and the marketing techniques used by your competitors. The best way to stay informed is to subscribe to their newsletter and check their social networks. You can also use Google Alerts to be notified when a site mentions them.

As you can see, this year’s Black Friday shopping will be all about digital. While traffic to physical stores is slowly decreasing, online shopping is becoming more popular and consumers are increasingly looking for bargains. So, get ready to take action now!

If you need the support of one of our experts, don’t hesitate to contact us.