It's one of the biggest shopping days of the year and a great opportunity for your business to bring in the big bucks.
So, I’m sure you’re hoping and praying that your marketing campaigns take off so that you can end the year with a BANG.
But, how do you know your campaigns will work? It’s all about knowing what NOT to do.
Here are 7 mistakes to avoid making as you promote your goods and services on Black Friday:
Mistake #1 – Leaving your website as is
As more and more people skip brick and mortar shopping and opt to browse deals from the comfort of their homes, you must be prepared to showcase your marketing ON your website.
If you plan to drive traffic to your website on Black Friday or Cyber Monday, make sure you are linking to a page that makes it clear what you're promoting, how long the promotion lasts and WHY you customer should be taking advantage of your offer.
Mistake #2 – Focusing too heavily on discounts
Sometimes it’s so easy to get wrapped up in markdowns that we forget that there are other types of ways your customer can save money. Here are other things you can offer instead (or in addition to) discounts and sales:
Free shipping
Giveaways
Free gifts
BOGO offers
Referral codes
Mistake #3 – Coming off too laid back
You may be thinking that the bold letters and cheesy promotional language that you see everyone using on Black Friday isn’t "on brand" for you, but remember, there is a reason that the top companies use these these tactics… because they work.
Don’t be afraid to convey URGENCY in your promotions! One of the reasons Black Friday is such a lucrative day for so many businesses is because the timeframe is LIMITED. You want your customers to feel like they need to pounce on your offer before time runs out!
And let’s face it, without enough urgency, you likely won’t stand out amongst the competition, and your customer may even forget about your offer before your promotion ends.
Mistake #4 – Underestimating the impact of email
Email has been around a long time, but old doesn't always equal "out". Email remains a tried and true way of reaching your customers, and including an effective email strategy in your Black Friday campaign is a MUST. Without email, you're missing out on everyone who has interacted with your brand in the past, AKA potentially interested customers! Make sure you have a few emails highlighting your promotion before and during your Black Friday promotions.
You can even send out reminder emails to people who have clicked your links or have added something to their carts but haven't purchased.
Mistake #5 – Using the same copy as everyone else
There are so many ways to say you’re having a Black Friday Sale without saying “BLACK FRIDAY SALE!” Don’t let all the work you’re putting into a marketing campaign fall flat just because your copy doesn’t stand out.
Here's how you can say Black Friday sale without saying "Black Friday Sale":
"Keep your inbox refreshed for some specials this Black Friday!"
"Did you hear the news?! Everything you see is 30% off this Black Friday!"
"Thank goodness its Black Friday!" Check out our jaw-dropping discounts."
"We've got something special just for you this Black Friday!"
Mistake #6 – Generic hashtags
Hashtags are crucial! Anyone searching on social media is going to find you via the hashtags you choose.
So, it's important to make yours specific enough to stand out. Make sure you include more than just the #BlackFriday hashtag. Think about what your customer might be searching for on social media on Black Friday and tailor your hashtags accordingly.
Mistake #7 – Forgetting to follow up
Don't forget that Black Friday offers an excellent opportunity to gain lifelong customers. If your marketing campaigns are successful, you will be attracting many new potential customers and you want to make sure you're doing all you can to nurture them.
And many businesses are falling short in this area. This study by Shopify reveals that the lifetime value of a customer is lowest this time of the year for 64% of retailers.
As sellers, it's important to nurture these relationships. Send a quick thank-you email or a future promotion to thank your customers for their valuable business.
Feeling like your holiday promotions need something extra? Contact our team for some inspo. We'd love to help you curate an eye-popping campaign.
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