Do you want to get ahead of the game this holiday season?
The greatest shopping day of the year is just around the corner and as a business owner, your planning approach is vital as it can put your business on the map in front of your ideal customers. In the aftermath of a global pandemic, shoppers have become more accustomed with virtual shopping and the major increase in online sales can represent a huge opportunity for your brand to get noticed.
However, Black Friday is often overlooked and far too many brands spend their resources, time and attention on chasing the wrong marketing goals. The popularity of Black Friday only seems to rise with the online sales volume hitting 9.0B in 2020, a 20% increase from 2019, which hit 7.4B. As a result, the users’ online shopping behaviour shows a massive growth for e-commerce businesses, thus making Black Friday a holiday retailers cannot afford to ignore anymore.
According to research, Brits plan to spend an estimated £4.8 billion on Black Friday and Cyber Monday purchases this year. Therefore, having a well-defined marketing strategy in place for Black Friday is an essential step in order to stay ahead of your competitors and keep your brand relevant.
To get your business ready for Black Friday, we’re got you covered with the five greatest marketing mistakes business owners often make and why you should avoid them from your content strategy:
- Targeting the wrong customers
A well-crafted marketing campaign begins by identifying SMART goals that align with your core audience’s interests. While you might have your ideal audience in mind when reading this, it’s important to know that during Black Friday, you’ll need to adjust your targeting strategies and messaging to reach the right people for your business. More often than not, business owners make the mistake of targeting everyone through their campaigns, thus losing the chance of getting in front of their ideal buyers.
To avoid this mistake, you should create different buyer personas that represent your ideal customers and dig deeper into their motivations, daily habits and struggles.
Once you have a clear picture of who your customers are, you will be able to create a relevant strategy that showcases your products and services in the most attractive manner.
- Thinking that only discounts matter
If you want to nurture a long-term customer loyalty, it’s important you maintain a transparent and honest communication with your clients. In other words, you should be realistic about the things you can offer and make your clients’ journey to your products as smooth as possible.
While low prices might be the main thing that drives customers to your website, it’s up to you how you retain them. When incorporating deals into your Black Friday strategy, you should include perks such as free shipping or a gift with any purchase over a certain amount of money as that will draw in more clients and create a seamless customer experience.
- Launching the campaign too late or too early
You can have the best campaign in the world, however, you can lose out if it’s not delivered at the right time. To market your business efficiently for Black Friday, you should consider creating preview sales and writing engaging emails with countdown markers to the Black Friday upcoming sales to build up the anticipation and excitement for the big shopping event.
We recommend launching your campaign at least two-three weeks in advance so you give your clients enough time to plan their purchases and make them aware of what you have to offer.
- Choosing only one discounted product or service
Black Friday can be translated into a shopping frenzy, therefore you should ensure that you create special deals for more than one of your products to meet your customer expectations.
To avoid abandoned shopping carts, aim for at least 3-6 items on sale to ensure your customers have what to choose from and are not checking out your competitors for better deals.
- Having a low-quality website
The quality of your website can either make or break your e-commerce business sales. You can have the most attractive Black Friday deals, but you won’t get a positive reception if your customers are having trouble navigating on your website or engaging with your content. Make sure you customise your website so that it includes the correct product descriptions, updated size guides and clear information about your services.
In addition, consider optimising your website for a smooth mobile experience. Business Insider predicts that mobile commerce will account for 36% of all e-commerce sales this year, hence why you need to make your website mobile-friendly to anticipate your customer needs.
Do you need any support with your Black Friday marketing campaign? Let us take your worries away and get your business ready for the biggest sale event of the year. Drop us a message today to get started.