In the midst of a global outbreak, many physical stores sensibly decided to move Black Friday online. A solid Black Friday marketing strategy will boost an eCommerce store’s visibility and place it ahead of rivals during this all-important shopping weekend. In this guide, we’ll continue the first part of our series to take a look at some Black Friday marketing strategy that will definitely help you curate a successful promotion, and get the attention of the increasing traffic of holiday shoppers.
Let’s dive into it!
Optimize your Email Marketing
Email marketing is still one of the best Black Friday marketing strategy for promotional deals, creating traction for Black Friday and for future holidays. By creating email marketing campaigns for customers who visited your business on Black Friday, you can increase engagement as well as potential purchases.
According to reports, email produced more sales than any other channel during the 2020 Black Friday shopping season. It drove a quarter of the sale producing traffic, beating organic search (21%), paid search (16%), and direct traffic (17%) as well as encouraging your visitors to come back and get the Christmas present or the Valentine’s Day gift.
So how can you best utilize email as a tool?
1. Pick the days to send your emails carefully.
2. Utilize words that have been shown to increase conversions in your subject lines.
3. Use onsite data to help tailor your emails to show only the most relevant products.
4. Highlight trending items.
Use Pop-Ups to Drive Customer Lifetime Value
With customers comparing offers across different websites on Black Friday, abandoned cart rates typically spike much higher than usual. Because a big proportion of these visitors are generally first-timers, there is almost no method to contact them after they leave, resulting in a high number of missed opportunities. That’s why using a banner or a pop-up to get visitors to give their email addresses is a smart option. Indeed, despite their negative image, pop-ups generated 1,375 % more email captures in one test when compared to a sidebar opt-in form.
Since they’re already engaged, one of the best times to pop the question is just before they leave the store with something in their cart. To do this, utilize a pop-up that is triggered by the visitor’s desire to depart, either requesting them to preserve the contents of their bag or to subscribe to a newsletter. If a customer abandons their shopping cart, you can send them a follow-up email to retarget them at a later date.
Promote Content – Driven Product Recommendations
Product suggestions on the homepage and product information pages are a good place to start for retailers. To ensure that consumers are exposed to all relevant products, they should contain alternative and complementary items as well. When retailers use consumer indications, such as brand loyalty or discount shopping habits, they may more effectively show the appropriate ads on their websites. Shoppers who exclusively purchase clothing from a specific brand will be targeted with apparel items from that brand in the future. Alternatively, if they exclusively shop for sale things, they will be targeted with the red-tagged discount items that are accessible on the site, as well.
Depending on the industry, different content strategies can be used. For instance, in the cosmetics industry, it may be more successful to offer suggestions at the top of the PDP than at the bottom. As shoppers’ products run short, retailers can use replenishment recommendations to generate sales. This strategy works well in the grocery and cosmetics industries where customers’ products are running low.
Increase Conversions with User-Generated Content (UGC) in Social Ads
A significant percentage of holiday marketing resources are allocated to social media advertising by consumer businesses. This implies that not only is competition fiercer during this time period, but also you’re under even more pressure to come up with creative methods to set your advertising apart from the crowd.
The answer may be to avoid overthinking it and instead to prioritize actual, trustworthy, and true consumer content in your holiday advertising campaigns.
Let your clients promote you! A study found that using graphic user-generated content (UGC) in social ad creative helped decrease the cost per click and provided better results when compared to advertisements displaying brand content. Using real customers’ images in your holiday advertisements can help you attain the ad results figures you’re going for and be more relevant to your audience.
Source: https://magenest.com/en/black-friday-marketing-strategy/
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