It’s just under two months until Black Friday, but are you already too late? Have you missed the marketing boat for the biggest retail day of the year? This blog article is a bit of a twist on our usual seasonal marketing posts as we explore the biggest unofficial save-the-date in marketing: Black Friday.
Is Black Friday really worth the hype for marketers?
Black Friday is, without doubt, an opportunity. If you can execute well, you will see a rise in sales. However, it is incredibly competitive and, therefore, more difficult to execute. Whether it’s “worth it” will ultimately depend on what you make of the opportunity. If you lead a half-hearted or rushed campaign, you could see a lot of wasted resources lost without the sales you’re chasing. That’s a very real risk, but if you do execute effectively then Black Friday could be your biggest win of the year.
This isn’t a blind risk-reward gamble, though. You’re in control of your own destiny. But what can you do to avoid the risk and reap the reward?
What’s your Black Friday strategy?
Get a clear strategy locked in early, and get your messages out before your competitors. What approach are you taking to Black Friday? How will you engage consumers through your marketing messages in the build-up to Black Friday? You need to know the answers to these questions well in advance, and you need to get the messaging out there before you’re lost in the madness.
Talking about strategy could encompass a wide range of factors. For example, how are you communicating with your customers in the build-up to the big day? Perhaps you should think about running organic marketing campaigns in the months leading up to Black Friday with the objective to increase your email marketing mailing list or your social media following. By doing so, you’ll have a wider reach when it comes time to push out your Black Friday marketing campaign.
Are you ready to convert?
If you’ve managed to drive a consumer to your website, it’s critical that you give them the smoothest possible journey from there to checkout. Easy navigation, fast load times, accessible and so on. Conversion rates are key on Black Friday (and they’re pretty bloody important year-round!) so don’t forget to optimise your website UX.
Marketers have a tendency to focus on driving plenty of traffic to their website but ignore the fact that, on average, around 70% of shoppers abandon their cart. That number is only going to increase on Black Friday!
Can you create long-term loyalty?
In a recent blog, we talked about the long-term benefits of organic marketing compared to the short-term benefits of paid advertising. Instinct would tell you that this is clearly a short-term marketing campaign. But… is it? Yes. But that’s not a fun thing to talk about, so I want to discuss how Black Friday could be an opportunity for long-term growth.
Consumers are being bombarded with emails and social media marketing. It’s the most competitive time of year, or at least one of them. But it’s not solely retailers chasing consumers. Actually, consumers come to you more than any other time of year. As I never tire of mentioning, more than 60% of sales come from repeat customers. So, turning Black Friday customers into loyal customers – rather than one-time bargain hunters – is much more valuable.
By offering a stress-free, speedy buying journey, excellent customer service post-purchase and following up with lead-nurturing campaigns, you can earn customer loyalty. One strategy for this would be to offer particularly enticing offers to customers who provide an email address or sign up to marketing communications. If you can pair that line of communication with a positive initial buying journey then you’re in a strong position to retain a loyal customer off the back of Black Friday.
Could KAYBE take the reins?
Whether you’re looking to run a specific campaign for Black Friday or elevate your business with long-term improvements to your marketing communications, KAYBE can help you. Want content that keeps your brand visible long after someone’s first visit? Explore KAYBE content marketing services. Not sure where to start with your marketing? Speak to KAYBE today.
