The holiday season is a time ripe with business opportunities and Black Friday (along with its younger cousin, Cyber Monday) is the biggest one of them. But marketing during this time of the year can also be very overwhelming, especially for a small business or a brand lacking a massive marketing department. That’s why we have prepared an overview of some of the best practices and ideas that can easily be implemented in your holiday season campaign to get you in shape for that highly important marketing push in November.
With traditional big-budget advertising in decline, inventive use of your social media accounts and partnerships gives you a chance to level the playing field and make sure that your message is cutting through the noise during the most important time of the year. And Insense is one platform that can help you to achieve that. Using the right tools along with the array of strategies that we have lined up for you will surely kickstart the Christmas shopping season for you and your business.
So, let’s get into the nuts and bolts!
The early start is the way to go
Yes, this one is crucial. Do not delay! Sure, Black Friday and the holiday season are a window of opportunity. But you know the thing about windows? Sooner or later, they close.
While the understanding of when exactly does the holiday sales season start and end stretches and evolves from year to year, it’s still only a limited-time opportunity that can be wasted if not take seriously. Don’t forget, your every competitor is out there, vying for your customers’ attention. And that’s why it is important to start preparing and building anticipation as early as possible to make the best out of the time you have.
That doesn’t mean, of course, that you need to start posting your ads for Black Friday sales in early Autumn – it won’t make much of an impact, will drain your advertising budget, and, frankly, will look a little desperate. But here are some things you can do:
- Start with your goals. Don’t be beholden to the sales figures, thinking of Black Friday as a sale for the sake of a sale. It’s an opportunity you can use to achieve a very specific goal. Maybe you’re set on clearing out your old inventory? Or, perhaps, you’d like to boost the launch of your new holiday-themed product or service? Having a goal will help you to run a more efficient campaign.
- Identify the audience segments that you are going to be reaching out to during your campaign. Bear in mind, those do not have to be limited to your usual customers, the holiday season and Black Friday allow you to cast a much wider net.
- Work on your mailing list and ramp up your social media numbers to increase your reach come November. Segment your email lists to target different groups of customers with specific targeted promotions, create exclusive Black Friday and Cyber Monday newsletters to drive holiday shoppers to your landing page.
- Build anticipation up. Tease your promotions and give your customers a heads-up when it’s just around the corner.
Mobile-ize your offers
Mobile commerce is on a rise and has seen an average year-on-year increase of 33.8 percent since 2016. The upward trend is likely to continue this holiday season, especially at the time of the pandemic when buyers may prefer to avoid going to the crowded physical brick-and-mortar shops. That’s why it’s especially important to cater to the mobile side of things during the campaign. Here’s a few tips that can help you with your mobile users:
- Mobile users are fickle. 53% of mobile users will abandon a website if it doesn’t load in 3 seconds. To keep those clicks coming you’ve got to make sure that your landing page is responsive and can handle all the extra spikes of traffic. There’re tools that can help you to test your page, like Google PageSpeed Insights or Pingdom Website Speed Test.
- Optimize your landing pages. You don’t have to drive all of the traffic to your store’s homepage and in many cases, it’s better to create special landing pages with offers and promotions for specific segments.
- One trick you can do to cater to your mobile customers is to provide mobile-exclusive offers. Give your mobile-audience a sense of exclusivity by presenting them with a promocode, maybe even throw in a little extra discount or a gift.
Partner with influencers to boost your Black Friday sale marketing
You’ve done your homework, you have a clear strategy, and your website is ready for the avalanche of eager customers. Now, onwards, to your social media!
Social media’s role in holiday marketing today has never been more important. And what’s a better way to reach out to your target demographics than partnering with an influencer who produces content that is relevant for your niche? Consider these benefits:
- It’s cost-effective. As long as you don’t try to get a Kardashian promoting your product, your expenses on influencer marketing will be relatively low, especially when compared to traditional advertising. Even a few micro-influencers can have a huge impact, creating a positive Black Friday buzz and promoting your brand to their already highly-engaged audiences.
- It shows your product in action. Most social media influencers produce visual content, whether it’s an Instagram photo or a story, a YouTube video, or a TikTok. And what can present a product to your audience better than someone relatable interacting with it? Yes, it means putting yourself and your product out there, but few things can drive conversions as efficiently as unpacking and review videos.
- It can present your product as a gift idea. When we’re choosing gifts for our nearest and dearest looks are sometimes even more important than practicality and visual content creators know how to make your product look good and desirable.
And what if you don’t have a go-to influencer ready to support you as your partner? Well, that’s where Insense comes in. The platform provides you with access to the network of 35,000 proven content creators in a variety of niches and regions. A variety of search filters will help you to find those partners who are best suited for your brand and your goals, while the in-built chat will allow you to constantly be in touch with them and exchange feedback, making Insense your very own Influencer Marketing HQ. You can set up a free demo call or check out the website for more information about the platform and how it can optimize the way you’re working with creators on every level. Invest in your branded content now and enjoy the tremendous payoff in your Black Friday campaign!