Designing and planning ahead your seasonal marketing strategy is important.
Black Friday 2021 will be the most important one yet for eCommerce. With the pandemic that has been changing the rules in every sector, retailers will be seen forced to play it differently this year as well. Stores won’t be expecting the landmark queues outside the building with hundreds of buyers ready to rush into that remarkable offer. 2021 is the year that you have to put all your effort and attention into your website. It’s more than likely that all retailers will give a push in online shopping. Target has already commented that this year it will be offering 20,000 additional items on its website.
There are various resources out there that will provide you with inspiration and ideas on how to rock this holiday season. In this post, I chose seven strategies that must be on your list this Black Friday.
7 Black Friday Marketing Strategies:
Black Friday Marketing is the alpha and omega for a successful seasonal holiday for retailers and remembers that it starts long before Friday. As time passes by, buyers will be getting numb towards the Black Friday offers they will see or receive. For that reason, you should plan ahead your strategy this year and start the communication of your offers early.
2 - Create a Landing Page
Creating a dedicated landing page can have various benefits for your strategy. Creating a specific landing page, closely related to your Black Friday Google Ads campaigns, can significantly improve your quality score – AKA: your ad positions and decrease your cost. Leading the user directly to your page where you showcase your sales, offers, and specific products will also improve your bounce rate. People don’t have the patience to navigate around websites. The easier you make it for them, the better.
3 - Pre-create bundles & gift ideas
I’m the type of person who adores choosing gifts for friends, family, or colleagues. However, I can reassure you that I belong to a small minority group. Choosing gifts is a nightmare for most people out there. You can take advantage of this and do the work for them. Create gift categories on your website for different kinds of occasions. For example, “Best gifts for Secret Santa”, “Best gifts for family”, “Gifts under $20”. Navigation will be made so much easier for your users once you gather together your products in specific gift categories.
4 - Launch a referral program
“The most credible form of advertising comes straight from the people we know and trust. Eighty-three percent of online respondents in 60 countries say they trust the recommendations of friends and family, according to the Nielsen Global Trust in Advertising Report.
Initiating a referral program during Black Friday is a great technique for improving your brand loyalty and driving profitability. Find a smart way to reward your customers for bringing your friends and family to make a purchase from your website.
5 - Personalized promotion emails
Consider setting up email marketing campaigns for your previous customers, taking into consideration the products they purchased in the past in order to include similar products or tailor-made recommendations. The more personalized and less generic your Black Friday Marketing is, the more possibilities it has to be successful. Even though it’s an extra effort on your part, there is so much competition out there that if you want to stand out, you need to take that further step to catch potential customers’ attention.
6 - Get your mobile website ready
Even if the final purchase might not happen through a mobile phone, users will be using their phones to check the offers, checking their email, and visiting your website to navigate around. That being said, the mobile experience must be optimal for your potential customers. You also want your website to be mobile-friendly for not getting penalized by Google. Make sure you run a quick test and fix (if any) pending issues.
7 - Optimize Google Ads
I could’ve dedicated this whole post only to techniques on how to optimize your Google Ads for Black Friday. As I decided to put some variety in the post and if iI had to highlight one tip regarding Google Ads, here you have it: “Increase your budget!”
It’s very important that your campaigns don’t go through the budget during the busiest time of the year. Make sure you update your ads' headlines and texts to mention your Black Friday offers. Another good idea is to add your inventory details in order to provoke some sense of urgency.
As previously mentioned, planning ahead is significantly important. Get creative and let your imagination come up with new, innovative, and original ideas to drive your customer’s attention. Competition is tough and if you don’t want your business to get lost among the various alternatives you will need to plan well your next steps for all the important seasonal holidays coming up.