Preparing in advance
Take advantage of the opportunities offered by the Black Friday event by optimizing the management of your business.
First of all, choose the duration of your operation. Black Friday is always the last Friday in November, but you can decide to start 2 days before and/or end a few days after. Some merchants follow up with Cyber Monday (the following Monday).
We recommend extending your Black Friday operation to a maximum of 5 days. The aim is to arouse particular interest and a desire to buy, and the fact that it's limited in time is essential for it to work. In addition, it's important to tease a few weeks before the start of Black Friday and announce exceptional offers to come (without really saying what they are), to further attract your customers. Keep it simple: a newsletter and a post on your social networks for a proper Black Friday announcement.
Your Black Friday offers
It's essential that you offer attractive discounts to web users, and present promotional offers of at least -40%. It's thanks to these eye-catching discounts that your visitors and customers decide to buy, on the one hand, but come back on the other. In addition to the spontaneous increase in sales, Black Friday also helps build customer loyalty, as we know all too well: "It costs less to retain a customer than to acquire a new one". So don't hesitate to offer strong promotions, -70% and -80%... This is an important buying criterion for Internet users who, in view of the approaching holiday season, are taking advantage of the opportunity to make their Christmas presents and are not skimping on the means, so neither should you!
The communication and webmarketing actions to be implemented
You've chosen your period and your offers, now it's time to prepare your communication actions.
First and foremost, it's important to strengthen your presence on social networks by teasing as described above, but also by developing a network and community around reliable influencers/bloggers. Do you have a clothing, beauty or accessories website? Go straight for bloggers and Instagrammers and offer them partnerships: offer them products to test, and they'll talk about you and your Black Friday offers. This type of partnership is one of the best ways to gain a new audience, develop brand awareness and boost sales.
In addition to social media, don't forget to advertise your promotional offers in your newsletters. This lever is just as important and vital to the success of your project. Several reminders during November are essential to keep your customers informed.
In addition to exceptional discounts, take advantage of this event to offer your community a Facebook competition, for example. Something simple that will be fun and appreciated by Internet users. You'll be giving away a nice gift that's sure to please as many people as possible! It works every time!
To capture a larger audience, you can advertise via a variety of levers: Google Shopping, Facebook Ads, Bing Ads, Affiliation, SMS campaigns... Choose your audience and budget according to the ROI you want to achieve.
What about your website?
Of course, it's very important to do all these communication actions around Black Friday, but it's particularly advisable to dress up your website in Black Friday colors. In general, this means red and black, but it doesn't matter which colors you choose, the most important thing is that your operation is highlighted on your site. So use banners and skins. It has to be visual and attractive, so tell your graphic designers to have fun!
