Black Friday is no longer a single event that you need to market, because now we have Thanksgiving Day, Black Friday, Small Business Saturday, Cyber Monday, etc. It’s an endless cycle. I don’t know about you, but just looking at the list is making me feel overwhelmed…
However, the one thing that keeps me pushing through is knowing that last year, Black Friday and Thanksgiving brought in $4.45 billion from online shoppers (Forbes)! I believe that’s a record and something every business can get a piece of! But first you have to ask yourself, what are the most successful forms of marketing to reach my target audience? Well, I’ve put together the top 3 successful marketing tips to help you gain the lead on your competitors.
1. Using Your Social Media Accounts to Reach the Right Consumers
There are so many social media options out there, it can be very mind-boggling, especially when gearing up and preparing for your Black Friday social strategy. The easiest thing to do is choose the platform(s) that bring in the most profits for you. Social Media Today found that Facebook, Instagram and Pinterest drive more traffic, conversions and sales than other social media sites. As a matter of fact, they found that 85% of ecommerce sales come from Facebook.
Ok, so you have at least one of those accounts with active users, now what? Facebook ads are going to be your most lucrative space because the majority of your audience is already there (1.4 billion monthly active users). Facebook’s ad platform outperforms others because of their ability to target your audience while including the “Shop Now” button. It also allows you to push those ads to Instagram with or without an Instagram account.
You also don’t need to spend a lot on Facebook ads to get a lot in return. I recommend starting with a smaller budget to test out your ads. Once you understand the platform better you can increase your budget and optimize those ads.
Wondering when to start these promotions? Well, last year deals and steals were being promoted for Black Friday seven weeks out.
2. Everyone Is Shopping Online Now, Why Do I Need Direct Mail?
The trend has been and is continuously moving to online, especially mobile purchases. But according to Hubspot, it was projected that only 46% of the 2015 holiday browsing and buying would happen online. That means, 54% would still go in to a store for purchase! So how do you get the word out with direct mail?
Simple. Send out your promotions now! You’ll want to get your direct mail marketing pieces out before the competition because it makes it easier for your message to stand out, especially before the monsoon of holiday mail begins.
Don’t forget that your direct mail plan is more than just a tool to drive sales to your brick-and-mortar store. It can also help drive your online sales. According to Modern Postcard, “you have to reach buyers with a solid combination of traditional and online marketing communications.” Targeting your audience with something like a postcard as well as an email and/or social media ads will help push consumers farther down your conversion funnel and towards your ultimate goal.
3. We’ve addressed social media and direct mail, what about email?
Email can drive up to 23% of sales between Thanksgiving and Cyber Monday, according to Campaign Monitor. But how do you stand out of the crowd when everyone is sending out emails? MailChimp has seen a trend of opens and clicks typically going down during that time, but don’t let that bother you. I’ve got some tips and tricks to help circumvent that problem.
Just like with your direct mail, you should be sending out your emails in advance of Black Friday. Start pushing your Black Friday promotions along with your direct mail piece and social media ads so your marketing messages are in sync, giving your consumers several touchpoints.
Some sources say that it isn’t worth sending emails out on Black Friday, but there are several creative options for standing out in the masses if you choose to send them out then. Gift guide themed emails have a higher transaction rate than regular promotional emails by 48%! So how do you get people to open those emails? Simple. You’ll need a click-baity headline to grab their attention, something like, “5 Of The Best Gifts For Her This Holiday Season.”
Want to know more? Join us at our next Business Builder Event!
Social media, direct mail and email marketing can all be overwhelming, especially when trying to prepare for Black Friday and the holiday season. That’s why The Oklahoman Media Company is putting on their next FREE Business Builder Event. Our experts will dive deeper into these three topics and help you brand craft your marketing strategy. Plus every business that attends will receive a FREE evaluation of their online presence from BigWing Interactive, Oklahoma’s largest digital marketing services company.
Let The Oklahoman Media Company help you maximize your sales this Black Friday.
Friday, November 4, 2016
11:30AM – 1:30PM
732 Riversport Drive
Oklahoma City, OK 73129
Complimentary lunch is provided