17 Ways to Supercharge Your Black Friday Marketing

As the calendar pages flip into the second half of the year, retail businesses worldwide buzz with anticipation—Black Friday is approaching, and closely on its heels, Cyber Monday.

Despite macroeconomic concerns, a record 200.4 million Americans shopped in stores and online during the five-day holiday shopping period from Thanksgiving Day through Cyber Monday in 2023. Mobiloud found:

• Black Friday: 90.6 million people shopped online and 76.2 million in-store

• Thanksgiving: 31.5 million people shopped online and 22.5 million in-store

• Cyber Monday: 73.1 million people shopped online and 20.9 million in-store

• Cyber Week: 134.2 million people shopped online and 121.4 million in-store

And believe it or not: the two biggest days (Black Friday and Cyber Monday) contributed $9.8 billion and $12.4 billion respectively in online retail sales. The combined online spend for Cyber Week, on the other hand, totals $38 billion—all while mobile commerce continues to grow, with more than half of all online sales on Thanksgiving day made via smartphones.

But Black Friday symbolizes more than just phenomenal sales. It requires meticulous preparation, strategic planning, and a profound understanding of your customers' needs and desires. A robust Black Friday marketing strategy is crucial to attract consumers and provide genuine value, cultivating loyal customers and enhancing brand affinity.

Here are our expert tips to elevate your 2024 Black Friday marketing campaigns.

1. Start Planning Early

Time flies, so better begin planning as early as possible. Create a detailed timeline and comprehensive to-do list, ensuring every aspect of your strategy is meticulously crafted and executed. Early planning allows for better coordination and the ability to present compelling offers and unparalleled shopping experiences.

2. Offer Exclusive Deals

Whether it's enticing discounts, buy-one-get-one (BOGO) offers, or free gifts: ensure your offers add unparalleled value to customers' shopping experiences and create a sense of urgency. Unique deals help your brand stand out amidst the Black Friday frenzy; so don’t forget to conduct research on your competitors' deals, and then brainstorm one-of-a-kind deals.

3. Optimize Your Website

With online Black Friday sales hitting record highs, ensure your website is fast, user-friendly, and mobile-responsive. Optimize product pages with relevant keywords and prioritize a seamless checkout process to enhance the customer experience and drive higher conversion rates.

4. Optimize Listings

An optimized Google Business Profile is the most important ranking factor in local search; though you should definitely consider other relevant online directories, too. Ensure consistency in information and integrate high-quality images and videos. Highlight unique attributes of each location and promotions to create a tailored experience.

5. Utilize Local Landing Pages

Local landing pages are SEO powerhouses improving local search visibility. Streamline the customer journey by providing essential information and calls to action. Integrate with social profiles and ensure consistent info across the local online landscape. Showcase local events and promotions to curate the right experience for your audience

6. Leverage Social Media

Social media is the preferred hangout spot for consumers, allowing brands to engage with their audience where they spend the most time. Use Facebook, Instagram, TikTok and Co. to promote your Black Friday ideas. Create engaging content and share sneak peeks to build excitement. Invest in targeted social media ads to reach specific demographics, ensuring your promotions resonate with the right audience.

7. Implement Retargeting Strategies

Even during the Black Friday season, there’ll be customers who have shown interest but didn’t convert. Our advice: Use retargeting ads on social media and search engines, offering personalized discounts to encourage returns and conversions.

8. Upsell and Cross-Sell

There’s no better way to increase sales than deploying intelligent product recommendation algorithms to present complementary items. How about using chatbots to offer deals, coupons, and promotions? Or a countdown timer?

9. Amplify Advertising Tactics

Be prepared that competition will be a lot tougher during the Black Friday season—so better increase your advertising budget to cut through the noise. Use various advertising channels and create compelling visuals and messaging to capture attention and convey the value of your Black Friday offers effectively.

10. Engage Loyalty

Loyalty programs and targeted communication channels are essential for fostering long-term customer relationships and encouraging repeat business. Reward loyal customers with exclusive deals and early access to promotions. Craft targeted email and text campaigns to keep them informed and engaged. Offer instant discounts to attract new members to your loyalty program.

11. Extend Opening Hours

Extended store hours can significantly increase customer accessibility and sales opportunities during the busy Black Friday period. Communicate these extended hours through your website and social media platforms. Ensure sufficient staffing to handle increased traffic and provide optimal service.

12. Provide Excellent Customer Service

Exceptional customer service is crucial amidst the Black Friday commotion. Train your staff thoroughly, have a dedicated customer service team, and deploy automated response solutions. Clear guidelines for responding to online reviews will help manage customer interactions effectively.

13. Clarify Holiday Shopping Policies

Clear holiday shopping policies help manage customer expectations and build trust during the holiday shopping season. For example, outline return and exchange policies, address potential shipping delays, and provide information upfront to foster trust.

14. Use Hashtags for Promotion

Strategic use of hashtags can enhance the visibility and engagement of your Black Friday deals across social media platforms. Engage with conversations and trends to elevate your brand's presence and drive engagement.

15. Collaborate with Influencers

Influencer partnerships can expand your reach and attract new customers by leveraging their established trust and audience. Partner with local influencers to promote your deals to a broader audience, and offer exclusive promo codes to enhance this collaboration.

16. Monitor and Adjust

Continuous monitoring and flexibility in strategy are key to optimizing any marketing campaign. Track performance metrics like impressions and conversions for data-driven marketing. Analyze data to identify trends and successful tactics. Be agile in adjusting strategies in real-time to optimize opportunities and maximize returns.

17. Capitalize on Cyber Monday

Extending your Black Friday promotions through Cyber Monday can maintain sales momentum and reach a broader online audience. Create immersive virtual shopping experiences optimized for mobile browsing. A seamless, user-friendly interface will keep customers engaged.

The Ultimate Black Friday Marketing Preparation Plan

Black Friday will be here before you know it, so it's crucial to start preparing now. That's why we're sharing this comprehensive schedule to help you stay on track and maximize your success.

In July and August, focus on your strategy and planning:

• Market Research: Analyze previous campaigns and current market trends.

• Goal Setting: Define clear objectives (e.g., sales targets, customer acquisition).

• Budget Planning: Allocate budget for advertising and promotions.

• Supplier Coordination: Ensure inventory and supply chain readiness.

In September, concentrate on creative development and initial promotions.

• Campaign Theme: Develop the overarching theme and messaging .

• Content Creation: Design graphics and write copy for ads and social media.

• Landing Pages: Create or update landing pages specifically for your deals.

• Teaser Campaigns: Start teasing upcoming deals on all your core channels.

In October, build and test your campaign elements:

• Email Campaigns: Prepare and schedule sequences leading up to Black Friday.

• Ad Campaigns: Set up and test digital ads across platforms like Google.

• Website: Optimize your website, incl. mobile responsiveness and load times.

• Influencer Partnerships: Finalize collaborations with influencers and affiliates.

In early November, carry out pre-launch activities.

• Inventory Check: Confirm stock levels and shipping arrangements.

• Final Teasers: Intensify teaser campaigns with countdowns and sneak peeks.

• Employee Training: Ensure customer service and sales teams are prepared.

• Early Access Offers: Provide exclusive deals to loyal customers.

In mid-November, make final preparations:

• Tech Check: Conduct a full test of website functionality and backup systems.

• Ad Optimization: Fine-tune ad campaigns based on initial performance data.

• Reminders: Share emails and posts about upcoming deals and exclusive offers.

• Social Media: Increase engagement with interactive content and countdowns.

In the week of Black Friday, execute daily operations:

• Daily Updates: Monitor campaigns daily, making real-time adjustments.

• Customer Support: Ensure customer support is fully staffed and responsive.

• Inventory Management: Track inventory levels and adjust promotions.

• Order Fulfillment: Ensure efficient processing and shipping of orders.

After Black Friday, follow up and analyze performance:

• Follow-Ups: Send thank-you emails and follow-up offers to customers.

• Analysis: Review metrics to identify successes and areas for improvement.

• Feedback: Collect and analyze customer reviews to inform future campaigns.

• Reporting: Compile a comprehensive report for next year’s planning.

Conclusion

It's your turn now: implement these strategies to stand out and get found in the crowded marketplace. Remember to focus your efforts on building authentic connections, creating memorable experiences, and staying attuned to your customers’ needs and preferences. That way, you’ll not only harness the full potential of the Black Friday frenzy but cultivate a loyal customer base that lasts well beyond the holiday season.