Black Friday is the perfect time to seize & capitalise the rush of internet traffic and turn those visits into conversions! You’re probably wondering how to go about actioning this and ensuring your business is getting the most from your Black Friday sales or promotions.
Whether it’s directing attention to PPC ads, focusing your efforts on social media advertising or improving on Search Engine optimisations for your products.
Well, look no further! In this guide we cover all the essentials of getting the most out of Black Friday Sales this November!
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When is Black Friday This Year?
Black Friday takes place on the last Friday in November every single year, This year this falls on the 29th November, 2024. It’s crucial to have this date firmly locked in your calendars and begin thinking about how you can focus your UK digital marketing efforts. Many businesses will begin their advertising efforts weeks in advanced through a range of digital marketing channels. Simply slashing prices and sharing a discount on your website, newsletter, or social media won’t bring the most from your Black Friday Sales.
It’s crucial to engage your audience through social media, PPC campaigns, and regular email outreach to maintain contact throughout the week and maximize your businesses sales potential.
Choose The Right Product or Service to Promote
Don’t sell at a loss!
It’s important to consider your sales margins before implementing any kind of discount code or promotion for a service or product. When choosing the product or service you’re looking to promote, it is essential to ensure you won’t be selling at any kind of loss. Below are a few suggestions to implement within your Digital Marketing Strategy to increase the profit margins and still apply discounts this Black Friday! Whether selling organically, via PPC ads or other digital marketing channels, making profit is the most essential thing!
Focus on High Margin Products:
Deciding to discount higher margin products ensures that even with a markdown on the original price, you are still likely to see profits without the discount eating too heavily into this. Do not mark up a product price immediately before creating your discount, aside from risking legal repercussions, this can erode trust in your returning customers.
Upsell & Cross-Sell!
Upselling or Cross-selling your products on Black Friday is a great way to bring products or services in front of the customer after they have purchased a discounted item. Offer related products, products you’re looking to increase sales on, or products that pair well with the discounted item. This is also a great tactic for increasing the overall transaction value or average order value you see across the Black Friday Weekend.
Consider Free Shipping as a Promotion
Discounts are not the only way to promote sales on Black Friday. We recommend using free shipping offers as an incentive, rather than steep discounts. Free shipping is a highly attractive offer that can sway purchasing decisions without impacting your bottom line as severely as big discounts.
Learn From Past Black Friday Data
If you have previously taken part in Black Friday sales for your business, it’s worth looking at your sales data from the previous period. Identify which products sold well, which discounts worked most effectively, and if anything went wrong. This allows you to laser focus your best-selling products and understand which are likely to perform, and gives you further insight into what products/services may work well when upselling/cross-selling with discounted items.
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Harness The Power Of Social Media
Harnessing the power of your social media accounts will increase the overall awareness of your Black Friday deals – you already have an audience that are interested in your product or service, so promoting these deals across these channels is essential.
TikTok is an ideal platform for targeting younger generations with Black Friday deals and offers a range of channels to promote your deals. From creating fun engaging TikTok products around your products or services to build hype to the use of influencer collaborations and direct sales within TikTok Shop. However, this platform may not suit all businesses or products due to the specific demographic – ensure you are tailoring your content to the correct audience and posting on platforms that match this persona.
Running paid social ads across platforms such as Facebook, Instagram, and TikTok in the lead up to Black Friday will increase the awareness of your sales. These PPC ads allow for specific demographic targeting on specific interest & behaviours. This means you’re able to push your Black Friday message beyond your organic audience and target users who fit the persona of people buying your products.
Further to this, running remarketing ads across your social media advertising that target previous website visitors or users who have interacted with specific pages or content is a great way to push warm sales leads into buyers!
Nurture Future Customers with Email Marketing
Increasing your email marketing list with Audience members who are already interested in your product, service, or the discount offers you’re running ahead of Black Friday is an essential part of your digital marketing strategy. This allows for you to pre-emptively target these potential customers with information on your Black Friday sales ahead of time. You can implement this via your usual newsletter subscription pop-ups with the content changed to Black-Friday themed ones. To further incentivise users on your website to sign up, our digital marketing consultancy and in house experts recommend offering exclusive discounts for new signups.
For your existing subscribers, keep them updated on your upcoming sales. You could offer special deals to long-time subscribers to boost loyalty or simply keep them informed. Just remember to follow best practices in email marketing to avoid overwhelming your audience and losing subscribers.
Lastly, don’t forget to include an abandoned cart automation to capture any customers who have exited at checkout – you’d be surprised at how effective this can be.
Struggling with where to begin this Black Friday? Our PPC ad & social media advertising experts can help. Book a free 1-2-1 Digital Marketing Consultancy with us today.
