In recent years, we have started to see good applications of Black Friday marketing strategies for e-commerce. It means the competition is more creative and also more fierce.
These Black Friday marketing campaigns are offering great advantages for online shoppers. And also for the companies, they help to increase the numbers of sales in a short period of time. Without a strategy, it’s quite hard to stand out among many amazing marketing works. However, you can also shine bright by taking sound steps.
What is eCommerce Black Friday?
Black Friday historically defines the first Friday after Thanksgiving. This day marks the beginning of the Christmas shopping period, a tradition in American culture since the 1930s.
Black Friday, which will be held on November 26 in 2021, is a tradition that has emerged in the field of traditional retailing. But it has also become very valuable for e-commerce in today’s conditions where digitalization is extremely powerful. Black Friday marketing strategies, which went beyond the classical patterns, have expanded to dominate online stores.
Black Friday is an important period not only for shoppers but also for online retailers and e-commerce sites and should be evaluated very well. Being prepared for Black Friday and Cyber Monday with targeted promotional activities and remarkable campaigns can increase your Black Friday sales significantly.
So, here is the biggest question:
How to prepare for Black Friday eCommerce?
Black Friday can bring many potential customers to your online shop with well-organized and well-designed Black Friday marketing strategies. The right steps will direct you to turn this density into a great advantage.
For this reason, it is imperative that you determine the promotion and advertising strategies you will follow during this period, in the light of the data obtained from your market research, before Black Friday. The sooner you determine this roadmap, the more flexible you will be against new conditions.
There are certain strategies that can be applied while preparing your business for this holiday shopping season.
How can I increase sales on Black Friday for eCommerce?
During the Black Friday sale, your sales and average order will increase compared to regular conditions. In this process, strengthening these sales and orders with some strategies will increase your earnings noticeably.
The most effective Black Friday marketing strategies for e-commerce can increase your sales during this discount period.
1. Make a fuss
The Black Friday sale is valid for a limited time. Those shoppers who do not take advantage of Black Friday deals during this period may not catch this opportunity again soon. In addition to the time limit, including a limited number of products in the sales will encourage customers to buy as soon as possible.
Hint: You can also create the feeling of running out of time by adding a countdown to the landing page and each product page. Black Friday marketing ideas should be creative and up-to-date.
2. Prepare gift guides
Customers evaluate the sales made during this period not only for themselves but also to buy gifts for their loved ones. In order to take advantage of this trend, as an online seller, you can prepare gift guides that appeal to different customer groups.
Hint: You can help them choose the best gift for their beloved ones by showing for whom and what your products serve well.
3. Be ready for price-centred searches
All shoppers will be price-oriented or at least affected by prices during Black Friday. Therefore, make price-oriented advertisements as you need to be listed and attracted on search results.
If not possible for all products, at least make a certain product group very attractively priced. Attract people to your site by announcing them. Highlight your affordable products on the homepage and category pages.
Hint: You can convince people to make decisions faster with discourse such as “limited edition products”. You can also try to keep your site under constant follow-up with discourse such as “lowest prices for 1 hour”.
4. Strengthen customer support
Black Friday is a good time to increase your sales and also build a loyal customer base. The support you provide for your customers after the sales is crucial.
Converting instant buyers into loyal customers is a great target when you are working on your Black Friday marketing strategies. The primary target can be short-termed but you can get long-term benefits from your marketing.
Hint: You can contact them directly with an e-mail after the purchase to thank them for choosing you and add the links to leave their review.
5. Stay connected with the audience
Using social media only to announce your campaigns in advance will not be enough in this period. You can reach more potential customers by turning your social media accounts into a reminder service while the campaigns continue or new products are added to the campaigns.
Also, during Black Friday, there are usually very creative campaigns or just user posts on social media. You can communicate with other sharings in a creative way to reach more audience.
Hint: Follow up on what goes on and reply, reshare or just like other posts to start the connection.
6. Don’t skip e-mail newsletters
Especially working people check their email boxes constantly. In the meantime, an email with attractive sales will make it easy for you to attract their attention. In order not to miss this opportunity, following an effective mailing strategy during the campaign will give very positive results.
You can divide the period of the campaign into sub-periods and send e-mails about the countdown to your potential customers as a reminder.
Hint: Here, the thing to attract attention is the subject line. Go deep in your creative side and mingle it with your strategy.
7. Remind products in the cart
After adding the products to their carts, most of the online shoppers leave the site without completing the purchase. As a part of Black Friday marketing strategies, you can prepare e-mails or ads for basket reminders or send notifications to prevent cart abandonment.
Hint: It is even more effective if you prepare the content of these emails and notifications to highlight the features of the discount process. Maybe, you can even offer free shipping if they complete the process in 15 minutes.
6 tips to empower your Black Friday marketing strategies
The strategies will shape the overall campaigns; however, you can empower your efforts by considering a few tips you will see below.
Develop a mobile-oriented strategy
You should not forget that the vast majority of customers see both your advertising work and your products on mobile devices. Therefore, it is important to develop all your strategies in a way that includes mobile devices and even highlights them. If the content you prepare and the website where you make your sales are fully compatible with mobile devices, it will have a positive effect on your sales figures on Black Friday.
Smartphones make up the vast majority of Black Friday shopping season traffic. However, many websites fail to appeal to mobile users, resulting in high conversion abandonment carts. You can check whether your website is mobile-friendly by using the Google Mobile-friendly test tool.
Have an active use of social media
Social media is a very useful area for advertising and promotion and recent e-commerce marketing trends confirm this. During this period, your Black Friday discounts and other offers are supposed to be actively announced on social media channels, making it easier for you to reach the sales figures you want.
Develop target-oriented content
Content that provides information about your products or services, attractive images, and creative videos will help you reach more potential customers in this process. Therefore, you will need to prepare target-oriented content before the campaign period in line with the promotional strategies.
You can also focus on the content created by your customers. Yes, we are talking about reviews. Many people will check the product recommendations of real customers before they trust you. So encourage them to leave a comment. This will help you a lot with your long-term sales numbers.
Check your stock and resources
During this period, you may see sales figures that you have not reached or anticipated before. For this reason, you can prevent possible problems you may experience by checking your stocks and determining the products within the scope of the campaign accordingly.
For sure, this mostly depends on your product or service. If you are selling software, it can be practical to make sure your team and infrastructure are sufficient to deal with many new users. Or if you are selling computers, you should make sure you have enough products in case of high demand.
Identify campaign products
During this period, you should not have to include every product in your catalog in the campaign. Which ones are more attractive to bring your potential customers to your online shop? In this respect, it is of great importance to correctly determine which products will be included in the campaign.
Improve your payment system
There are several methods to prevent cart abandonment due to the messy order completion process in the online store:
- Show the price upfront:
Providing the information upfront lets customers know if they will complete the order. Remember to show the net rate, which includes additional taxes and shipping charges.
- Let guests pay:
Not every customer wants to create an account on your website. Offer options to quickly complete their payment without additional steps.
- Reduce information sheet:
Just ask for necessary information such as full names, e-mail addresses, payment, billing, and delivery addresses.
- Offer multiple payment methods:
The most popular payment methods include credit cards, digital wallets, and bank transfers. Consider using the Buy Now, Pay Later method, which is becoming more and more popular day by day.
Black Friday season is one of the busiest times of the year for businesses of all types around the world. If you have an online shop, this is a great opportunity to not only increase your sales but also reach long-term potential customers.
To sum up, the best Black Friday marketing strategies we’ve covered above can help you sell more this year. We hope you have a better insight into what Black Friday is, what kind of impact it has on retailers around the world, how to prepare for Black Friday and how to be more successful.
We wish Black Friday goes as you hope.