Did you know that last year, approximately 72.9 million people shopped in-store on Black Friday while an estimated 87.2 million people shopped online? The National Retail Federation reported that, "more than three-quarters (76%) of consumers say they shopped over the Thanksgiving holiday weekend, up from 70% in 2021." With a rise in online shopping, it’s essential to tailor your marketing strategy and campaigns to reflect this change in consumer behavior.
But how can you market effectively to reach potential customers this Black Friday?
Here are three things you can do as a small business owner to strengthen your Black Friday marketing strategy.
Utilize Email Marketing Campaigns
While emails have a connotation of being spammy and annoying, they are a very effective tool. Email marketing campaigns are a great way to reach your existing customer base and drive organic website traffic. As Black Friday approaches, send your customers teaser emails, early access invitations, and promotional reminders to stay top of mind as they shop online during the holidays.
It's important to use personalization with email marketing. Address recipients by name and use data-driven insights to deliver relevant content. Personalized emails tend to have higher open and click-through rates.
There are many different email marketing platforms to choose from, such as Constant Contact, Klaviyo, Mailchimp, and HubSpot. Most platforms have templates you can customize and personalize, making designing and sending easy. Personalized emails tend to have higher open and click-through rates.
Promote Your Business Across Social Platforms
Social media platforms like Facebook and Instagram will be some of your best friends for Black Friday. In the weeks leading up to Black Friday, you can use social media to build anticipation and excitement among your audience. Maintain an active presence across social media platforms with organic posts such as teasers, countdowns, and sneak peeks. These posts can help generate buzz and encourage followers to watch for your offers and holiday sales.
You can also create paid ads on social media for a wider reach. These are called "sponsored posts." Utilizing paid ads or sponsored posts allows you to target audiences based on demographics, interests, and behaviors. Creating visually appealing and cohesive posts can help distinguish your brand and set you apart from the competition.
For most business owners, the holidays are the busiest time of the year. Meta's Facebook Business Manager has many tools that could potentially save you time, such as scheduling posts in advance, setting up automated message replies, and tracking your post or ad performance.
Update Your Website to Reflect Black Friday Promotions
All roads lead to home, which is your website. Your website, especially your landing or homepage, should be easy for people to navigate while still visually appealing. Optimizing your website to include popular keywords will improve your SEO and allow your site to rank higher on search engine results pages. With the increase in online shopping, this is especially important for e-commerce websites.
Elevate Your Strategy with Ad Vice Marketing
Black Friday is a stressful time for every small business owner. Spending some time on creating an effective marketing strategy can save you from headaches down the road. But, sometimes, it’s easier said than done.
You’re not an expert marketer, and that’s okay! When you partner with Ad Vice Marketing, you have an entire team of experts ready to elevate your brand.
We’re a locally owned StoryBrand Certified marketing company based in Rockford, IL. We’ve been helping small business owners generate website traffic and leads through various digital marketing strategies. Schedule your free intro call today!