Black Friday Marketing Strategies to Increase Conversions | Feefo

Black Friday and Cyber Monday mark a high-stakes opportunity in the commercial calendar, a chance to drive sales through the roof and elevate brand visibility amidst a sea of bargain hunters. With mega deals beckoning and the high-street chaos guaranteeing a rush of adrenaline, a well-thought-out Black Friday marketing strategy becomes the linchpin for business to thrive.

The allure of colossal discounts on Black Friday and the ensuing Cyber Monday sends a tidal wave of consumers crashing into both online and offline stores. The figures are tantalising; sales soar, new customer bases are uncovered, and the brand's footprint expands dramatically. Yet, standing out requires more than just a catchy slogan. It demands a holistic approach, an orchestrated strategy binding together multiple channels to capture consumer attention and direct it towards what you offer.

To help you prepare your organisation, Feefo has highlighted four pillars that support a successful Black Friday marketing manoeuver — PPC marketing, paid social marketing, email marketing, and social media marketing. Each of these pillars, when optimised, forms a conduit directing a torrent of consumer traffic towards your brand, ensuring that sales keep rolling in.

PPC marketing ideas for Black Friday

November is when your PPC campaigns should roar with clarity and offer irresistible bait to the sea of bargain hunters. Crafting a Black Friday marketing strategy that navigates and conquers this competitive landscape requires a blend of basics topped with some seasoned insights. Let's delve deeper into turning your PPC ads into compelling stop signs amidst the shopping spree.

1. Budget upscaling — A Black Friday advertising campaign is a different beast, demanding a robust budget to match the heightened search traffic. Allocate a more substantial budget for this period, ensuring your ads don’t run dry amidst the peak hours.
2. Keyword mastery — The backbone of your PPC game, keyword research, holds the keys to visibility. Focusing on high-intent keywords related to Black Friday sales and the products you offer is paramount. Utilise tools like Google Trends to identify popular products and phrases resonating in the Black Friday narrative.
3. Intelligent ad copy — Your ad copy should be as crisp as the autumn air, with a clear call to action. Highlight your unique selling propositions (USPs) like “Free Next Day Delivery” or “60% Off Storewide.” The creative should scream bargains, evoking a sense of urgency and the fear of missing out on great deals.
4. Ad Extensions — Enhance your ad's real estate with ad extensions like site links, callouts, and promotion extensions. These provide additional information and are a fantastic way to stand out in the crowded search results.
5. Shopping campaigns — Highlight your star products by pulling them into separate shopping campaigns. Set aside a dedicated budget for these high-margin products, ensuring they get the limelight they deserve.
6. Countdown timers — A ticking countdown in your ads creates a layer of urgency that's hard to ignore. The urge to grab the deal ramps up as the clock winds down. It’s simple yet effective.
7. Device and audience targeting — Employ 'IF' functions to tailor your message based on device type or audience segment. Delivering a personalised, relevant message at the right moment is crucial to drive conversions.
8. Ad scheduling and bid adjustments — Segment your ad schedule and adjust bids to stay visible during peak shopping hours. Your ads should be on the frontline when the traffic is buzzing.
9. Landing page optimisation — Ensure your landing pages are optimised for conversions. A seamless, fast-loading page with a clear value proposition and a straightforward pathway to purchase can significantly improve your campaign's ROI.
10. Competitor analysis — Scouting the competition and understanding their Black Friday campaigns can offer invaluable insights to refine your strategy. Learn from their hits and misses to fine-tune your approach.

Your Black Friday PPC strategy should be a blend of precision, creativity, and agility. With the right mix of these tactics, your Black Friday campaigns are geared to navigate and dominate the digital retail event that awaits.

Paid social marketing ideas for Black Friday

While PPC opens the door to the inquisitive searcher, paid social media catapults your Black Friday advertising to target casual browsers, the friends of avid shoppers, and beyond.

Platforms like Facebook and Instagram are not just where people connect with friends but where they discover, interact with, and react to brands. Here are some top strategies to ensure your brand not only participates in but leads the dialogues this shopping season.

1. Engaging ad creatives — The first step to a successful paid social campaign is creating eye-catching ad creatives. A blend of vibrant imagery, compelling copy, and a clear call to action can work wonders. Use high-quality images and videos of your products, coupled with captivating captions that scream value and urgency.
2. Carousel ads — Carousel ads are a gem in the crown of Facebook and Instagram advertising, letting you showcase a variety of products or a sequence of a single product's features in a swipeable, interactive format. It’s your mini-catalogue, offering a snippet of the variety awaiting on your website.
3. Retargeting strategies —The sheer volume of Black Friday advertising often leads to overwhelmed consumers who might visit your page but leave without making a purchase. Retargeting ads swoop in here, gently nudging these potential customers back towards your offerings. Showcase products similar to what they viewed, or sweeten the deal with additional discounts to entice them back.
4. Custom and lookalike audiences — Leveraging custom audiences allows you to target users who have already interacted with your brand, while lookalike audiences help reach people similar to your existing customers. It’s a smart way to expand your reach while maintaining relevancy.
5. Dynamic product ads (DPAs) — Utilise DPAs to automatically showcase the right products to people who have expressed interest in them on your website. It’s a fantastic tool to scale your Black Friday campaigns without losing the personal touch in communication.
6. Interactive content — Engage your audience with interactive content like polls, quizzes, or contests. These not only boost engagement but can also provide valuable insights into consumer preferences.
7. Track and optimise performance — Keep a close eye on your campaign’s performance metrics to understand what’s working and what’s not. Optimise your campaigns in real time to ensure maximum ROI.
8. Leverage user-generated content (UGC) — Encourage and utilise content created by satisfied customers. Authentic reviews and user-generated images or videos can significantly enhance trust and engagement.
9. Influencer collaborations — Collaborate with social media influencers who resonate with your brand. Their endorsement can significantly broaden your reach and drive more traffic to your site.
10. Time-sensitive offers — Create a sense of urgency with time-bound offers showcased on your social media ads. Urgency coupled with savings is a potent mix that’s hard to resist.

Paid social marketing is about engaging dialogues. As you refine your Black Friday marketing strategy, remember that building a connection can be as valuable as making a sale.

Email marketing ideas for Black Friday

Email marketing, when executed with finesse, can be a significant driver in navigating eager shoppers towards your brand. Here’s a delve into some Black Friday ideas that can transform your email marketing from a mere notifier to a compelling call to action.

1. Captivating subject lines — Your subject line is the gatekeeper, and a creative, enticing one is your ticket into the consumer's attention span. Be it a sneak peek of the deals, a witty phrase, or a simple “Save the Date,” ensure it’s engaging and reflective of the exciting content waiting inside.
2. Personalisation — Emails that greet the recipient by name or refer to past purchases create a connection that’s hard to overlook. Tailor your message to reflect the interests and past interactions of the reader, making each email feel like an exclusive invitation rather than a mass broadcast.
3. Scarcity and urgency — Black Friday is a ticking clock of deals, and your email marketing should echo this urgency. Showcase limited-time offers or limited-stock items to encourage swift action. The fear of missing out can be a powerful motivator.
4. Segmentation and tailored offers — Utilising analytics to segment your audience based on various factors like past purchase behaviour, geographical location, or engagement levels can be a game-changer. Tailored offers to different segments ensure relevance, heightening the chances of conversion.
5. Interactive content — Include interactive elements like clickable countdown timers or a carousel of hot-selling products to infuse a dynamic vibe into your emails. It’s about creating an experience, not just a notification.
6. Clear and compelling call to action (CTAs) — Whether it’s “Shop Now,” “Get Ready to Save,” or “Unlock Your Offer,” your CTA should be bold, clear, and irresistible. It’s the bridge between intrigue and action.
7. Mobile optimisation — With a significant chunk of emails being opened on mobile, ensuring your email looks good and functions well on smaller screens is crucial. A mobile-optimised email is an inviting door, while a distorted one is a turn-off.
8. Testing and optimisation — Conduct A/B tests on subject lines, email content, and send times to unearth what resonates best with your audience. Optimisation is an ongoing process, and every data point is a stepping stone towards a more effective strategy.
9. Pre-Black Friday teasers — Create a buzz with teaser emails leading up to the big day. Give them a taste of what’s coming, keeping the anticipation bubbling.
10. Post-Black Friday follow-up — Don’t let the communication end with Black Friday. Send thank you emails, ask for reviews, or offer additional deals to keep the engagement alive.

Your email marketing for Black Friday isn’t just about pushing sales but igniting relationships that could last beyond the shopping season. As you align these Black Friday ideas with your broader Black Friday marketing strategy, remember that every email sent is an opportunity to both sell and tell your brand’s compelling narrative. So, let every email count!

Social media marketing ideas for Black Friday

Ensuring your brand has a resonant voice is crucial. Here are some social media marketing strategies to amplify your Black Friday campaigns organically and ensure your deals are the ones that everyone is talking about.

1. Shareable content creation — Craft content that’s not only informative but irresistibly shareable. Whether it's quirky gifs showcasing your deals, informative blog posts, or eye-catching infographics, ensure your content compels people to hit that share button.
2. Influencer collaborations — Engaging with influencers who resonate with your brand can significantly expand your reach. Have them share sneak peeks of your Black Friday deals or perhaps a review of the high-demand products you’ll have on offer. Their endorsement provides a layer of trust and a broad audience base eager to scoop up recommended deals.
3. Social media contests — Who doesn’t love a good contest? Especially when the prizes are discount vouchers or early access to your Black Friday sales. Run contests that encourage social sharing and tagging, effectively broadening your reach with every entry.
4. Engagement boosting posts — Pose questions, create polls, or share exciting tidbits about your upcoming Black Friday sales. Engage with your audience, respond to their comments, and create a buzz around your brand. It's about creating a community, not just customers.
5. Hashtag utilisation — Use popular Black Friday-related hashtags and create a unique hashtag for your brand’s Black Friday campaigns. This helps in not only riding the trending wave but also in tracking the conversations around your brand.
6. Instagram and Facebook stories — Leverage the Stories feature to share real-time updates, flash sale alerts, or countdowns to the sale commencement. It’s about keeping the anticipation on a steady rise.
7. Facebook and Instagram live — Go live to discuss your Black Friday deals, giving a behind-the-scenes glimpse of the preparations or perhaps a live tour of the sale items. It humanises your brand and fosters a deeper connection with the audience.
8. User-generated content — Encourage your audience to share their purchases and experiences with your brand using a specific hashtag. Showcase this user-generated content on your profiles, celebrating the community of shoppers you’ve built.
9. Customer service — Provide exemplary customer service by promptly answering queries, resolving issues, and providing useful information on your social platforms. It's about making the journey towards Black Friday a smooth ride for every shopper.
10. Collaboration with other brands — Partner with non-competing brands for joint promotions or giveaways. It’s a win-win situation as it drives engagement and exposes your brand to a new audience.

Harnessing the power of organic social media marketing is about building relationships and nurturing a community ready to rally behind your brand. As you infuse these elements into your Black Friday marketing strategy, each post, share, and interaction invites shoppers to a sale they won’t want to miss.

Get ready for Black Friday with Feefo

That’s where our expertise comes in. If you’re looking for help with your Black Friday marketing strategies, we can help. Get in touch with our team of experts at Feefo today, and we can help prepare you with a bespoke roadmap to Black Friday success.

Get in touch with us today, and we’re sure to get back to you!