Creating the perfect Thanksgiving plate is an art. It could be a little of everything, or an entire plate of stuffing! It depends on the person making the plate, but it’s likely they already have a plan before they start scooping.
The same can be said for holiday shopping on Black Friday and Cyber Monday. People likely already know (most) of what they want to buy. They have a list of giftees and many have already pre-shopped to make sure they make the most out of these important shopping days and deals. So, how can your brand claim a spot on your target audience’s plate – or in this case— in their cart? By utilizing targeted digital marketing and PR strategies that are specific to Black Friday and Cyber Monday!
Maximize sales potential on these vital shopping days with proven Black Friday and Cyber Monday marketing strategies:
Start campaign plans early – Plan for Black Friday/Cyber Monday in advance and build anticipation by starting your promotions and teasers well before the big shopping weekend. Consider launching pre-sale deals or early access events for VIP customers.
Optimize ad spend – With so much competition, it’s important that your Black Friday marketing strategies focus ad budgets on high-performing channels like Google Ads, Meta and TikTok. Adjust bids to compete for prime ad placements and utilize remarketing campaigns to re-engage past visitors and cart abandoners.
Leverage email marketing – Cyber Monday marketing strategies could include targeted, holiday-themed emails with clear CTAs. Use segmentation to tailor offers to specific customer groups, such as VIPs or past buyers.
Use urgency tactics – Plan for Black Friday/Cyber Monday and incorporate countdowns, limited-time offers and flash sales in your ads and website messaging to create a sense of urgency.
Create dedicated landing pages – Cyber Monday marketing strategy should include landing pages specifically for Black Friday and Cyber Monday deals. This will streamline the shopping experience and improve conversion rates. Ensure these pages are optimized for SEO and are quick loading for desktop and mobile devices. According to the National Retail Federation (NRF), last year about 44 million people shopped from desktops and 40.5 million shopped using mobile. Creating a good online experience is vital to capture sales.
Utilize influencer marketing – Partner with relevant influencers to promote your special offers to their audiences. Influencers can create buzz and drive traffic by sharing exclusive discount codes or promotions.
Harness social media advertising – Strong Black Friday marketing strategy will lean into organic posts and paid social ads on platforms like TikTok, Instagram and Facebook to reach potential customers. Consider running video ads and carousel ads showcasing top-selling products or bundled deals.
Upsell and cross-sell – Help your customers plan for Black Friday/Cyber Monday and incorporate upsell and cross-sell strategies on your site and in emails, suggesting additional products that pair well with a shopper’s purchase.
Prepare your site for traffic spikes – Ensure your website can handle high traffic volumes by optimizing page speed, improving server capacity and ensuring smooth checkout processes. This is a key Cyber Monday marketing strategy to avoid high bounce rates from frustrated customers waiting for pages to load.
Announce your deals early – Use PR channels such as press releases, blog posts and social media to announce your Black Friday and Cyber Monday deals. Reach out to media outlets that cover holiday shopping or consumer trends to feature your promotions.
Leverage gift guides – Your Black Friday marketing strategy should include getting your products listed in popular holiday gift guides by pitching them to editors and bloggers early. About two-thirds of holiday shoppers like a curated list of ideas to help with gift purchase planning. Highlight how your products make perfect gifts or align with holiday shopping trends.
Offer behind-the-scenes content – Generate excitement by sharing behind-the-scenes content with media and customers about your preparation for the holiday rush. This humanizes your brand and creates a connection with shoppers.
Leverage social proof – Promote testimonials and customer reviews in your Black Friday/Cyber Monday marketing strategy efforts to build credibility. Featuring user-generated content (UGC) or positive reviews on news outlets and social media can boost trust ahead of the holiday shopping spree.
Coordinate PR events or live streams – Host virtual events (such as live product demonstrations or Q&A sessions with brand ambassadors/influencers) and use PR to drive awareness. These events can build hype and provide more direct customer engagement.
Serving up sales
Your brand has a lot to offer, and you want your customers to be ready to dig in! By blending targeted digital marketing with strategic PR efforts, brands can maximize visibility, drive traffic and increase conversions during the high-demand Black Friday and Cyber Monday period. The key is to start early so that you capture shopper attention prior to these big shopping days.
Connect with the experts at Beyond Fifteen to learn how we can deploy Black Friday/Cyber Monday marketing strategies to boost your sales performance during this prime shopping season.
