• Amal Alrehaili

Designing sure-shot Black Friday & Cyber Monday campaigns

Updated: Oct 29, 2020

Every year, festivities and the festive seasons drive traffic to eCommerce businesses globally. Black Friday and Cyber Monday are two of the more significant commercial holidays for any eCommerce business. Black Friday falls on the Friday following US Thanksgiving Day. It began as a commercial holiday in the US, but has, over the years, gotten bigger and bigger, and has even been declared a public holiday in over 20 states. Cyber Monday falls on the Monday following Black Friday. It is often considered an extension of Black Friday's sales and sales. These commercial holidays are characterised by exclusive promotional offers, special shopping deals and big discounts leading to the beginning of the December holiday shopping season.

Looking at the state of global connection in today's world, it is no surprise that Black Friday and Cyber Monday events are being adopted in different countries. In fact, marketers in eCommerce businesses globally have both as major campaign events in their marketing calendar.

In order to gain considerable uplift running a Black Friday and Cyber Monday campaign, you will need to have the right marketing strategies. We will be sharing some of our pro strategies to help you be better prepared for this year’s campaign.

However, before we do a deep dive into the strategies of how you should prepare for Black Friday and Cyber Monday, it is worth noting that Black Friday and Cyber Monday this year will be unlike any other due to the impacts of the COVID-19 pandemic. There have been shifts in consumer habits and industry trends. Many people lost jobs, while opportunities were created for others. COVID-19 restrictions inhibited trade for some businesses while others saw their greatest profit margins yet.

Whatever the impact on your business, these tips will help you prepare and execute a successful Black Friday & Cyber Monday campaign.

How Should Marketers Prepare For Black Friday/ Cyber Monday?

1. Design a relevant campaigns

As we mentioned earlier, this year (and possibly a few more years to come), Black Friday and Cyber Monday will not necessarily be the same as those of the past. Your consumers’ demographic and psychographic classifications may have shifted. Their values, priorities and even wallet sizes may have changed as a result of the impact of COVID-19 on the economy. So, as you design your campaign, take time to consider which products or services from your range will be most meaningful to your consumers at this point. Also consider a price point that will be mutually beneficial to you and your consumer. Be guided by your buyer personas.

2. Run your ads early

Build momentum to the D-Day of your offer. Tell your audience about your offers well in advance so that they can plan themselves better. This will allow them to spend more than they would have if they made an impulse purchase. Bear in mind that your business is not the only one who is putting products and services on sale and offering discounted offers. There are numerous other businesses that are offering such opportunities - not just locally. For this reason, the cost of ads will be higher than usual during this season. Running your campaigns earlier will allow you to do more for less.Paying less for ads is one thing, creating ads that convert is another. You need to create great ads that make potential buyers want to take the next step in the buyer journey.

3. Impress consumers with your great Black Friday landing pages

What is the first thing you encounter when you click an ad? Obviously, it is the landing page.

When someone clicks your ad, they should be sent to a landing page rather than your website. A landing page is a standalone web page that typically shows as a result of clicking on a search engine optimised search result, marketing promotion, marketing email, or an online advertisement. It is the first impression a consumer will have with your brand after clicking an ad. A great landing page will spark curiosity and make someone want to proceed further into your website to get more information on your products or services.

If your Black Friday and Cyber Monday landing page is designed correctly, it will increase your conversion rates as well as attract new customers. Your landing page visitors will like what they see and will consequently make a purchase. They may go a step further and even recommend your brand.

Your landing page can be a deciding factor in the effectiveness of your marketing campaign. A great landing page will spark curiosity and make someone want to proceed further into your website to get more information on your products or services.

It is recommended that you keep all the messages clear and easy to understand. A good landing page will offer straightforward calls to action.

4. Plan for eventualities

When doing campaign planning, like any other project, risk assessment is always a major step. Not everything can and will be within your control. A good campaign plan should be able to anticipate challenges and have mitigation strategies in place.

For example, with the potential for a second or third wave of COVID-19 cases, restriction of movement as a measure of managing the spread could be a likely outcome. It is logical to assume that this may lead to challenges in deliveries and shipping.This is only one example. It is important to note that there can be several things that could go wrong and bring your Black Friday and Cyber Monday campaign down. However, you shouldn’t let challenges bring your campaign down. Have a plan B in place to tackle those challenges.

5. Prepare for a busier Black Friday and Cyber Monday

It is safe to assume that with the way things have been going, the majority of buyers will be looking for deals. So, Brace yourself for this by making sure you have covered your bases in terms of resources - customer support, supply & logistics, technical (website Ux and UI) etc.

6. Showcase your products in the best possible light:

The Black Friday and Cyber Monday commercial holidays are not unique to your business or brand. Your consumers will have access to deals from all over the world. In order to deliver a first-rate campaign with irresistible deals, you will need to do your homework. You will need to create irresistible deals.

Anticipate your consumers’ needs by gathering digital intelligence and creating a campaign that gets you your desired results. Through search listening and social listening, you can be able to get insights on your competition, the industry and from your consumers.

7. Collaborate with local influencers:

It’s no secret that people often rely on recommendations and reviews for online purchases. For this reason, it can be beneficial to your brand to take advantage of influencer marketing as you design your campaign. Collaborate with influencers of different levels by getting them to promote your products or brand.

Black Friday and Cyber Monday are a perfect opportunity to boost your online sales. By applying these strategies in the right way, you will surely reap the fruits.

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