After emails, your website will be your biggest asset. For most websites, the homepage will be by far the highest traffic page and – when a customer visits the homepage – they will be greeted by the hero section.
The hero section of your homepage is the part that takes up most of the screen. In turn, it has the biggest impact on your users. Although it is a myth that people don’t scroll, it is true that only 22% will reach the bottom of your page. The hero section is by far the most important section of your homepage, so the best place to inform customers about sales events like Black Friday.
In the lead-up to the event, you can tease savings. For instance, have a countdown clock or encourage customers to sign up for an email that tells them exactly when the Black Friday sales start. Subsequently, make sure that all your brand assets are consistent. An inconsistent marketing campaign sends bad signals to customers and can impact your overall brand.
The other thing to note on banners is that when the Black Friday sale is live, you should have a banner on every page of your website. This should be located just under the menu and link to your sales page. This means that wherever your customers go, they will have easy access to your fantastic deals.
Text messages are an often forgotten part of marketing your eCommerce business during Black Friday.
If you have the data, then use it! A text or WhatsApp message is a direct link to your customer. Use it to tell them of the incredible savings and when the savings end to create urgency. SMS messaging has a higher open rate, higher conversion rate, and higher returns than email marketing. However, before you send the first message, avoid issues with data protection and get your customer to opt-in.
Mix Up Your Promotions
Black Friday is not just one day. Some eCommerce stores have an entire Black Week! Consequently, sending the same email every day offering 60% off may be frustrating and even annoying for customers.
Mix up your promotions. One day you can offer 60% off a particular product line, and another day you can offer buy one get one free on different line. Equally, you could choose to offer a small free gift with every purchase.
Some promotions are more likely to capture the attention of customers than others. The brilliant thing about running different promotions is that you can use that data all year long for Christmas, Valentine’s or Easter promotions. This way you learn a lot about your customers and they benefit from some fantastic deals.
Google Business Profile
A Google Business Profile is primarily a tool for local businesses. However, if you run an online store, it takes very little effort to create a Business Profile (if you do not already have one), add any offers, and write short updates on your Black Friday sales.
As a business, you need to use as many tools as possible to get maximum exposure for your brand. The added benefit of updating your Google Business Profile is that regular updates can help with your local rankings. If you get to the top of organic search during Black Week, you can get significantly higher sales than expected.