Black Friday is one of the biggest shopping days of the year, and it’s just around the corner. For small businesses, it’s a golden opportunity to increase sales and visibility. With so many customers shopping online, having a well-planned digital marketing strategy is essential. Here are some effective digital marketing ideas to help small businesses make the most of Black Friday this year.
- Create a Countdown Campaign
This is certainly one of the most powerful Black Friday marketing methods you can try! Build excitement by creating a countdown on your website and social media platforms. This can be done through daily updates that tease your upcoming deals or offer sneak peeks of your best Black Friday discounts. Use visually striking countdown timers in emails or as pop-ups on your site to drive anticipation.
Tips:
- Use words that create urgency, like “Limited time only!” or “Ends soon!”
- Consider adding exclusive “early bird” deals for customers who visit before Black Friday.
Read more about creating countdown popups in WordPress here.
- Leverage Social Media Stories and Reels
Your Black Friday marketing plan is worthless without social media! It’s 2024, and almost everyone is on social media so you shouldn’t skip it! Social media stories and reels are great for engaging your audience quickly and creatively. Use these formats to show behind-the-scenes footage of your business prepping for Black Friday or highlight your top deals and products in short, engaging clips. Adding countdown stickers, question boxes, or polls can also boost engagement.
Tips:
- Experiment with features like Instagram’s “Countdown” sticker to remind users of your sale’s start time. Learn more about this here.
- Host a live Q&A session to interact directly with customers and answer any questions about your Black Friday offerings.
- Utilize Email Marketing with Personalized Offers
Email marketing is still one of the most effective ways to reach potential customers. In the weeks leading up to Black Friday, start sending email teasers and sneak peeks. To stand out, segment your email list based on customer interests or purchase history and tailor your offers accordingly.
Tips:
- Offer early access to subscribers, making them feel like VIPs.
- Personalize the email subject line and content for different customer groups to increase open rates.
- If you have an online store, use email marketing to retarget customers who have abandoned their shopping carts.
If you need an email marketing platform, we recommend checking out Mailchimp.
- Create Bundle Deals and Upsells
People love to feel like they’re getting a lot of value, so bundle deals are a great way to increase your average order value. Consider creating themed bundles or “Buy One, Get One” (BOGO) deals on products customers commonly buy together. This approach is also a fantastic way to move inventory.
Tips:
- Feature your most popular products alongside new or less popular items to give them a boost.
- Experiment with a tiered discount strategy, like “Buy 2, get 15% off; Buy 3, get 20% off.”
- Optimize for Mobile
With so many consumers shopping on their smartphones, your website and any digital assets (like email newsletters or ads) must be mobile-friendly. Check that your site’s loading speed, navigation, and checkout process are seamless for mobile users.
Tips:
- Ensure that any pop-ups are mobile-friendly and easy to close, so they don’t disrupt the shopping experience.
- Make your calls-to-action (CTAs) prominent and easy to click on mobile devices.
- Offer Limited-Time Free Shipping
Free shipping is a major incentive for customers, especially during the holiday shopping season. Consider offering free shipping for a limited time, particularly if your business doesn’t typically offer it. Use free shipping thresholds to encourage customers to buy more to qualify for the offer.
Tips:
- Make your shipping deadline clear if customers want their purchases to arrive by a specific date.
- Offer express shipping options for last-minute shoppers.
- Run Retargeting Ads
Some customers will visit your website, browse your products, and leave without making a purchase. Retargeting ads can help bring those potential customers back by showing ads for your products on other websites and social media platforms. Consider retargeting ads to bring back website visitors who looked at specific products or added items to their carts.
Tips:
- Retargeting works best when your ads are personalized based on what the customer previously viewed.
- Combine retargeting with a limited-time offer, such as a small discount or free shipping, to motivate them to complete the purchase.
- Leverage User-Generated Content (UGC)
User-generated content can increase trust and credibility, making it more likely that customers will buy from you. Encourage customers to share photos or videos of themselves using your products on social media. Offer incentives like discounts or entry into a giveaway for those who participate.
Tips:
- Create a unique hashtag for your brand’s Black Friday campaign to make it easier to track UGC.
- Share this content across your social media platforms to build excitement and social proof.
- Create a Black Friday Landing Page
Build a dedicated landing page for your Black Friday deals that you can link to in your ads, emails, and social posts. This page can be optimized to showcase all your special offers in one place, making it easy for customers to see everything you have to offer.
Tips:
- Include clear calls to action (CTAs) that direct visitors to different sections of the page.
- Keep the page easy to navigate and visually appealing to encourage purchases.
- Follow Up with Cyber Monday and Post-Black Friday Offers
Not every customer will purchase on Black Friday. Follow up with Cyber Monday deals or extend certain offers to keep the momentum going. Consider email reminders or exclusive offers for those who added items to their carts but didn’t check out.
Tips:
- Use “Last Chance” messaging to create urgency.
- Offer an additional discount for abandoned cart customers or those who clicked on your emails but didn’t make a purchase.
Final Thoughts
Black Friday can be a profitable time for small businesses with the right digital marketing strategy. From social media to retargeting ads, there are countless ways to attract new customers and reward loyal ones. Start planning early, and focus on creating a seamless, engaging experience for shoppers both old and new. Happy selling! For more information about great promotional strategies that you can utilize this season (especially useful if you have an online store), check out our previous article: Promotional Strategies to Create Awareness: eCommerce & the Holidays.
If you need assistance kicking off Black Friday this year, contact us today. We can optimize your website, create PPC ads, and much more to help your small business make the best of this upcoming holiday season.
