Black Friday is fast approaching. It’s one of the busiest days of the year in the e-commerce industry, and many customers are looking forward to discounts and special offers. Whether you chose to hold Black Friday with eMag, the trendsetter in Romania, on November 12th, or you stick to the traditional Friday at the end of the month, we have prepared some recommendations to take into account to offer a pleasant experience to the visitors of your store, but also to make your life as an entrepreneur easier.
Website
The first aspect to take care of is the website. If it doesn’t work optimally, if customers can’t find all the necessary details and information about the campaign, or run into problems, they’ll most likely leave the site and head to the competition. Thus, you must take into account the following:
- The stock of products should be up to date
- Products must have a complete description
- Charging time should be small
- Store to be optimized for mobile
- Make the order flow as simple as possible
- The campaign landing page should be prepared and tested in advance
Marketing
Marketing strategy
Without a well-defined strategy, there’s a good chance you’ll venture into uncharted territory. Even if time is short, prepare a clear plan of actions to discuss with your marketing team and that is as realistic as possible. The more unrealistic expectations you have, based on the results of other stores in past years, the more pressure you will feel and the chances of failure are guaranteed. You also don’t need to have a Black Friday campaign if you don’t think you can manage it. Instead, launch smaller campaigns throughout the year and build customer loyalty through different methods.
In this strategy, define the communication channels you will address, the messages, the texts for different campaigns, your budget and your expectations based on some estimates made in advance. Don’t forget to monitor the campaigns, and at the end draw conclusions.
Communication on Social Media
For Social Media, based on the strategy already defined, you only have to prepare the visuals (photos, video) and texts, but also the calendar with posts containing the time at which you will publish and other necessary information. Surely, there will be a day when you will attack social media with multiple posts. You can designate a person in advance to respond to messages and to be present in any eventuality.
Pro tip: prepare a teasing campaign in which you announce when you will have discounts on the site and promote the posts on the communication channels where your customers are.
PPC Campaigns
Black Friday is a day when potential customers look for products at a discounted price, enter directly on platforms where they know they will find substantial discounts or buy on impulse if they find a promotion that seems right to them. Regardless of the category your customers are in, they need to find out about your campaign in the first place. In addition to the teasing campaign mentioned above, on Black Friday allocate a larger budget for search and display campaigns on Google Ads, but also traffic, reach and conversions campaigns on Facebook, Youtube or Instagram. Those who entered the site but did not make a purchase can be retargeted later through different marketing strategies.
Email marketing
An extremely useful tool with a high conversion rate, email marketing has proven to be an ally in online store communication campaigns. Surely you already have a list of customers or potential customers to whom you can send a teasing email, but also the promotions specially prepared for this occasion. The list can be divided into several categories, depending on the type of customer, to maximize your conversion.
In addition to the marketing aspects, don’t forget to train the staff, make sure you have at least one person who responds in real time to requests coming through different communication channels and that you have prepared a back-up plan in case there are different problems. If you need help, you can call us. Happy Black Friday!
