Digital Marketing Strategies for Black Friday

Jos Davies - October 13, 2023 - 6 minute read

Black Friday, one of the biggest shopping days of the year, has transcended its in-store origins and become a digital marketing playground. The art of attracting and converting customers during the Black Friday season has evolved with the digital age.

Google & Meta representatives will tell you it’s a huge opportunity to advertise your products online with big rewards available. In my experience the opposite can be true. Whilst there’s often an upsurge in shoppers using digital marketing channels, there is huge competition in terms of discounting and CPC’s can rise considerably. Typically when costs rise and revenue drops you need an increase in conversion rate to compensate, but with people shopping around, looking for discounts, this doesn’t always happen.

If you do not have discounts to offer then not advertising at all is an option. Searches for [Black Friday] in the UK have more than halved over the past 5 years as more and more customers realise that offers are not always as good as they may seem and the urge to buy items just because they are discounted is not always the best idea.

If you decide you want to advertise during Black Friday there are some tips for success.

Early Planning

The first rule for Black Friday digital marketing is to start planning early. Ideally, you should begin planning your campaigns at least one month in advance. This allows you to craft a comprehensive strategy, allocate resources efficiently, and create compelling content. Remember competition will be high so think about what you can offer above and beyond your competitors.

Segmentation and Personalisation

Segmentation is the foundation of effective digital marketing. Utilise customer data to create distinct audience segments and tailor your marketing messages accordingly. Personalised offers and recommendations can significantly boost conversion rates. Send emails, push notifications, or social media ads with personalised product suggestions or special discounts for different customer segments. Consider rewarding your existing customers as they are already loyal to your brand.

Create Engaging Content

During the Black Friday madness, your content should stand out. Invest in high-quality visuals, videos, and copy that resonate with your target audience. Share teaser videos, create interactive social media posts, and craft compelling product descriptions to generate excitement and anticipation.

Optimise Website and Mobile Experience

Ensure that your website is optimised for mobile devices. Many shoppers use smartphones and tablets to browse and make purchases. A slow, non-responsive website can deter potential customers. Implement a mobile-first design and ensure fast loading times to provide a seamless shopping experience. You can use Google PageSpeed Insights tool to highlight any issues with your website.

Google Ads Promotions

Creating promotions with Google Ads is an effective way to attract and engage potential customers, boost sales, and drive more traffic to your website or physical store. Google Ads offers several promotion types and tools to help you create compelling and relevant promotions. Here’s a step-by-step guide on how to create promotions with Google Ads:

Sign in to your account.
Select your campaign type.
Choose or create a campaign.
Select an ad group.
Create a new Promotion Extension.
Fill in promotion details.
Use advanced options if needed.
Review and save your promotion.
Submit for approval.
Monitor and optimise for best results.

Promotions can also be created in Google Shopping

Sign in to Google Merchant Center: Log in to your Google Merchant Center account. If you don’t have one, you’ll need to create one and set up your product feed.
Access “Marketing” in Merchant Center: In your Merchant Center account, go to the “Marketing” tab on the left-hand menu.
Promotions Dashboard: Under the “Marketing” tab, select “Promotions” to access the promotions dashboard.
Create a New Promotion: Click on the “+ Create promotion” button to start the process.
Select Promotion Type: Choose the type of promotion you want to create. Google Shopping supports various promotion types, including discount codes, free gifts, and more.
Fill in Promotion Details: Provide specific information about your promotion, including the title, promotion code (if applicable), promotion start and end dates, and the promotion’s terms and conditions. Make sure to create compelling and clear details that entice potential customers.
Promotion Destination: Specify whether the promotion applies to all your products or only specific items within your product feed.
Advanced Options: Google Shopping also offers advanced options for further customization. You can select the countries and regions where the promotion will be available and set up promotion targeting if necessary.
Review and Save: After entering all the necessary details, review your promotion to ensure accuracy and consistency with your campaign. Once you’re satisfied, click “Save.”
Submit for Approval: If you’re adding the promotion to an existing product feed, Google will review your promotion to ensure it complies with their policies and guidelines.
Monitor and Optimise: Once your promotion is live, monitor its performance within Google Merchant Center. Track key metrics, such as click-through rates and conversion rates, to assess the effectiveness of your promotion.
Optimise and Adjust: Based on the performance data, you can make adjustments to your promotion strategy, including promotion details, budget allocation, or targeting criteria, to maximise results.

Google Shopping promotions can help your products stand out in search results and entice potential buyers and drive more sales for your e-commerce business.

If you need support with Google Ads promotions then please get in touch.

Leverage Social Media

Social media platforms are essential for Black Friday marketing. Run targeted ads on platforms like Facebook, Instagram, and Twitter. Engage with your audience by responding to comments and messages promptly. Create buzz by sharing countdown posts, teaser content, and exclusive offers.

Email Marketing

Email marketing is a powerful tool for Black Friday campaigns. Send out newsletters with early access to deals, exclusive discounts, and sneak peeks. Make sure your email subject lines are attention-grabbing and include persuasive content within the emails themselves.

Search Engine Optimization (SEO)

Optimise your website and product listings for search engines. Target high-intent keywords related to Black Friday deals, sales and your specific products. This will help your website appear higher in search engine results, increasing organic traffic. You may need to publish your promotion page early to make sure it is indexed in Google by the time Black Friday comes round.

Retargeting

Implement retargeting strategies to re-engage potential customers who’ve shown interest but haven’t made a purchase. Use dynamic ads that display products the customer viewed on your site. This can nudge them back to complete their purchase. Instead of just being one day a lot of brand run discounts for the full week so this gives you time to convert customers using remarketing

Clear and Attractive Offers

Black Friday is all about irresistible deals. Make sure your promotions are clear, easy to understand, and prominently displayed on your website and marketing materials. Use eye-catching visuals to showcase the savings customers can enjoy.

Customer Support and Communication

Prepare your customer support team for a surge in inquiries. Provide prompt, helpful responses to questions and issues to ensure a positive shopping experience. Clear and transparent communication about order status and shipping times is crucial to maintain customer trust.

Conclusion

Black Friday can be a fantastic opportunity for businesses to boost sales and connect with their audience. In the digital age, mastering digital marketing strategies is key to succeeding during this annual shopping spree. By planning ahead, segmenting your audience, creating engaging content, and optimising your online presence, you can make the most of Black Fridays.

But remember, you don’t have to get involved in Black Friday. Don’t feel pressured to discount your products if you don’t want to. Not everyone will benefit from Black Friday and it can actually turn out for a poor week in sales if you don’t have stock to clear at reduced prices. In this scenario I would really consider reducing advertising budgets and waiting until Black Friday is over.

If you need support with creating a tailored digital marketing strategy for Black Friday then please get in touch.