Cyber weekend, as the name suggests, has seen an increasing number of online sales over the last few years. Historically, Cyber Monday was introduced to promote the Black Friday deals available in-store, online, thus making the whole weekend an omnichannel retail extravaganza. Of course today, online has become an essential tool for success during the whole Black Friday festivities, although this doesn’t mean in-store traffic and promotions should be ignored. On the contrary in fact, as last year in-store traffic accounted for 60% of the £7.8 billion spent in the UK.1
This means marketers need to devise a local marketing strategy to ensure they are not missing out on that all important footfall. According to Google (2016), this is as much as 65% higher on Black Friday, compared with an average weekend day in November.2
Implement these best practice Black Friday local marketing tactics to get consumers bursting through your door this shopping season.
1. Ensure your Black Friday opening hours are correct
Taking care of your listings is important all year round, so consumers know exactly how to find you when doing an online search. This means keeping your listings up to date with seasonal changes, such as extended opening hours, to ensure those looking for nearby deals this Black Friday find you.
Google reveals that 76% of consumers who search for something nearby on their mobile, visit a related business within a day.3 As searches for ‘Black Friday deals near me’ have increased dramatically over the last two years,4 it’s essential to make sure you’re not missing out on foot traffic.
2. Include Black Friday keywords in your content now
It’s the age of the consumer and the demand for information anywhere, anytime, and on any device means businesses must use keywords and phrases in order to be found and visible.
As Google research shows that Black Friday consumers are researching the best deals early in November,5 retailers should be working on implementing keywords and phrases as soon as possible to listings and store locator pages, specific to the season and market. This could include phrases such as ‘black friday electronics deals’ or ‘london’s best black friday deals’.
3. Give Black Friday consumers confidence in your brand
During the Black Friday excitement, shoppers are more inclined to be enticed by campaigns and consider retailers outside of those they normally would - all in the name of grabbing a good deal before anyone else. However, they still need some confidence in your brand, so will look to your reviews.
A recent Uberall survey reveals that more than 80% of consumers are likely to shop at a store that responds to reviews. So it’s important to put in place a strategy to manage your online reviews, and effectively answer all your customer feedback, including both positive and negative reviews.
4. Promote exclusive location specific Black Friday deals
Marketing Land reports that retail marketers will spend a full 25% of their digital ads budget over Black Friday weekend.6 So you need to get your promotions out there in order to compete.
Be creative and give people a reason to come to your store. Perhaps create a teaser campaign revealing exclusive offers at specific times in specific stores, or promote an in-store discount countdown, starting at 25% to attract early birds, and decreasing every hour - you may want to consider a bonus hour in the evening to attract the after work shoppers and entice them away from the competition. Interestingly the average saving is 9% in the UK, a measly figure in comparison to the 37% average in the US.
Tailor your social posts on a local level to share these deals and offers, across Facebook location pages, directory listings, and on your store locator. Google Posts are published directly within the listing itself, so are visible to local consumers alongside the address and opening hours.
5. Continue local marketing campaigns across the holiday season
Search engines are more likely to recommend businesses that consumers have engaged with the past. This is especially prevalent for voice search, where you may only get one shot at being found when consumers ask; “Siri, where can I find Black Friday cosmetic deals near me?”
As consumer engagement increases during the Black Friday period, it’s a great opportunity to continue local marketing efforts straight into the festive season. This helps search engines know exactly who to suggest when consumers search for stores to complete their Christmas shopping list.