Key Tips From Each Marketing Channel to Supercharge Black Friday

The days are getting shorter, the temperature's getting colder and conversations are starting to turn toward getting ready for Christmas. Yes, we're only in September, but most retailers are preparing themselves for the big sales - with the first one inching ever closer. The busiest time in many a marketing calendar, Black Friday is on the way.

We've prepared some key tips from every marketing channel that can help you to supercharge your Black Friday performance. 

Black Friday Tips for Paid Search & DIsplay

Paid Search and Display are some of the most useful assets in your Black Friday toolkit. It offers the most direct means on communicating with potential customers at the point of considering a purchase, but they're also the channels that require the most care and attention.

Our blog on standing out with Paid Search can help you understand more, but our top tips for Paid Search and Display are:

• Plan for all scenarios, ensuring you are adjusting your budgets accordingly.
• Maximise real estate by taking advantage of increased interest in products.
• Remember your remarketing strategy to capitalise on part-way purchasers.
• Utilise live data to your advantage, allowing you to share information about things like stock levels.

Black Friday Tips for Organic Search

Increased paid competition doesn't render organic useless, and in fact, organic has a key role to play during Black Friday. Blog traffic typically peaks during November, leading up to the event. Consumers are more savvy than ever, too, and will spend time researching to ensure the product is right for them. More relevant content on your landing page means less research for your consumers.

Our top tips for Organic Search are:

• Optimise your landing page a few months in advance.
• Update or change meta data for Black Friday but beware of truncating.
• Ensure internal linking is relevant and keeps users in the Black Friday funnel.
• Have one landing page that's optimised year-on-year, rather than creating a new one every time.

Black Friday Tips for Paid Social

Paid Social is another key component of a successful Black Friday, and testing is a key part of getting it right. Paid Social can also be a useful tool to find out more about existing and prospective customers.

Our top tips for Paid Social are: 

• Test and learn ahead of time.
• Invest in prospecting early.
• Plan your creative and messaging in advance of November.
• Build suspense with countdowns and previews.

bLACK fRIDAY tIPS FOR eMAIL

Email is a crucial part of Black Friday and is a fantastic way of reaching out to your current customers to showcase your offers. Like many other specialisms, preparation is key - and being ahead of the game can really help.

Our top tips for email are:

• Ensure the design is consistent with assets across Paid Social and your website.
• Plan and prepare your email content well ahead of time.
• Don't overwhelm customers with masses of content or several emails.
• Utilise email to reward repeat customers before and during Black Friday.

Black Friday Tips for UX & CRO

Creating the best user experience possible can truly make a huge difference to your conversion rates. Ensuring you have strong call-to-actions and don't push people out of the funnel with your linking is also important.

Our top tips for UX and CRO are:

• Simplify the decisions consumers have to make on your website.
• Ensure your landing page is responsive, and optimised for mobile.
• Ensure your landing page meets, and even surpasses accessibility standards.
• Leverage your consumer's fear of missing out to improve conversion rates.

Other Things to COnsider for Black Friday

While the growth of online sales during Black Friday has grown exponentially in recent years, the merging of online and in-store shopping could be key to success. If you have in-store only offers, perhaps encourage users to click and collect their purchase to funnel them into stores and potentially pick up a second purchase while there. 

Buy Now, Pay Later has also grown exponentially and could have a major impact this year. Services like Klarna and ClearPay can help to improve conversion and average order value, and with many facing the ongoing cost of living crisis, they may turn to BNPL services. 

Want to learn more about Black Friday strategy? Sign up for our upcoming webinar, 'Mastering Organic and Paid Integration Ahead of Black Friday' or get in touch with us to talk.