7 Black Friday Marketing Tips to Increase Customer Revenues
Big-box retailers like Macy’s and online retailer giants like Amazon seem to dominate the Black Friday game, but we have compiled a list of cross-channel tactics to level the playing field on the most anticipated shopping day of the year.
Cross-channel communications is a powerful and effective way not only to communicate with customers but also to ultimately get them to purchase. Prior to making a holiday purchase, 84 percent of shoppers consult online retail resources, according to a recent study by Gannett, a digital marketing company.
Your customers and potential customers are leveraging all screens to take advantage of offers and conduct research, which is why you should take advantage of cross-channel marketing techniques in the days and weeks leading up to Black Friday.
Here are some last minute strategies and tips to make sure your Black Friday is successful and goes off without a hitch.
Leverage Your Email Database
Reach your customers directly by sending out emails about your upcoming Black Friday sale. Major retailers such as Best Buy and Target generate buzz and build their email lists by encouraging customers to sign up to receive Black Friday alerts. Include a similar sign-up feature on your website to capture potential shoppers while they’re looking for sales. Even if you haven’t announced your Black Friday event, you’ll be able to notify interested shoppers. Additionally, use your email list as a way to build your mobile database, try incentivizing the email list by sending out exclusive coupons to join your mobile program.
Activate Your Mobile Audience
The study by Gannett also found that 65 percent of shoppers believe mobile promotions are “powerful enough to influence them to buy holiday gifts in-store on Black Friday, Thanksgiving – and even on Cyber Monday”. After ensuring you have adhered to mobile compliance regulations, send offers to your mobile list that are exclusive to your mobile database. Your customers and potential customers who have opted-in to your mobile program will be some of your most responsive audience.
Optimize Your Site
One of the most important things you can do is ensure your website is mobile ready and responsive. You should make sure your deals are obvious and appealing both from a traditional browser and a mobile device. Shoppers will likely turn to your site via their smartphones for product research, for mobile coupons or to make a purchase. This means your merchandise and especially sale products should be easily accessible on your website. This may help sway those indecisive shoppers who are still doing retail store comparisons. Remember not everyone goes into the brick and mortar stores, so test your website to make sure it is ready for the increased traffic.
Be Socially Savvy
Your social team should be primed and ready to take advantage of real-time situations occurring on social networks. A day of frenzied shopping and consuming is likely to produce a few angry tweets, product unavailability, or lack of inventory, from you or your competitors. Embrace the power of social media by having a social team member ready to engage with people who check-in online to your location, or have discounts ready for people who check in. Black Friday is a prime opportunity to engage with a large audience and real-time marketing is an important way to capture opportunities and create memorable, engaging moments with your customers and potential customers. Finally, don’t forget to offer Black Friday deal reveals to your Facebook fans and Twitter followers…Instagram and Pinterest are important mediums too. You should use hashtags, such as “#blackfriday,” to help your sale gain traction.
Create Triggered Campaigns
Create triggered campaigns ahead of time such as abandoned cart emails, or reminders for people who opened certain coupons. If people are sharing your coupons or emails, create triggered campaigns that create additional incentives or thank them for sharing with the gift of an additional discount.
Across all mediums, it’s important to create a sense of urgency to your deals. Stand out from your competitors by highlighting what makes your store — and sale — different. Build anticipation by adding a Black Friday countdown clock to your website. Create excitement by previewing price cuts. Build eagerness by hyping a giveaway on the big day.
Remember…Black Friday Isn’t the End, But the Beginning of the Holiday Season
Consumers exhibit so many behaviors during Black Friday, so you’ll want to make sure you capture as much behavioural information as possible to take advantage of them in the future. Some interesting consumer information would include:
- How many people purchased goods?
- How many people clicked through on your emails?
- How many email subscribers turned into mobile subscribers?
- Which mobile offers produced the most traction?
- Which customers were most profitable: social, mobile, traditional, email?
- Which customers segments were most engaged with which communication channel?
- Plus much more…
Capturing this, plus other consumer information will be beneficial in helping you remarket to your audience over the Holiday Season.
It is important to not just think about Black Friday as a single day of marketing. Continue your Black Friday successes by developing a plan for post Black Friday engagement by leveraging all your communication channels.