Black Friday (Friday 27th November 2015) and Cyber Monday (Monday 30th November 2015) are two of the biggest shopping days of the year and you need to be prepared well in advance!
Many online retailers report that 20% of annual sales are made during this time. Millions of pounds are spent online and offline with large and small retailers driving sales by offering special offers and discounts.
Black Friday was originally an American tradition, but UK retailers have jumped on the bandwagon in recent years to get you to spend on some incredible discounts and special offers. Black Friday has become one of the biggest days in the retail calendar with Amazon reporting sales every 62 seconds alone. An estimated £810 MILLION was splashed out on Black Friday in the UK last year and this year the UK is set to spend over £1 billion for the first time in history.
What is the difference between Black Friday and Cyber Monday?
Black Friday is online as well as in-store and lasts for about 5 days just before Christmas. Black Friday this year is on Friday 27th November 2015. Cyber Monday is online only and typically for just 24 hours with special offers starting at midnight. Cyber Monday this year is on Monday 30th November. Shoppers take to the internet to anxiously spend on special offers and limited time discounts. This frenzy is so much so, that last year it caused Curry’s website to crash. Top Christmas retailers during this event include Argos, Amazon, Currys, River Island, Debenhams, Marks and Spencers, John Lewis, Tesco, Boots and even eBay.
Tips on how to create an effective Black Friday and Cyber Monday digital marketing campaign.
Here are our tips on how to create an effective Black Friday and Cyber Monday digital marketing campaign with offers to tempt your website visitors.
- Prices you can’t refuse!
Shoppers are looking for the best deals so its important that you offer some encouraging discounts on your products. Online shoppers in particular will shop around online to find the best deals, so make sure you keep an eye on your competitors prices and try and beat them on price.
- Discount voucher codes.
Voucher codes are a great incentive as part of your digital marketing campaigns at Christmas. If you have an ecommerce store driven by a CMS platform such as Magento, then these voucher codes are relatively easy to create. We recommend to create some sort of tracking on your website so that you can measure the success of these vouchers when they are redeemed. Advertise your voucher codes wherever you can, in particular on email marketing and social media platforms.
- Limited offers.
Using limited offers such as ‘Hurry, ends tomorrow’ or ‘Get it now before its gone!’ can create urgency, so think about start and end dates to push your customers to act faster.
- Spread the cheer!
There are so many ways you can market yourself online. You need to utilise your existing customers by reaching them through email marketing campaigns. New customers can be reached by leveraging social media to post your deals on various channels. Paid advertising on Facebook and even Instagram can have a good return on investment if done properly and is comparatively cheap compared to Google PPC advertising. Do whatever you can on Social media i.e use hashtags etc. Remember, everyone will be doing the same so make sure your headlines and promotions have some creative and eye catching subject lines. You can create a blog post or news article on your website to reinforce your message or offering and you can then reach out to influencers using platforms such as Buzzstream who might then amplify your content.
Additionally, visitors use all different types of devices to view your website such as desktop, mobile and tablet, so its important that your website is responsive i.e compatible on mobile and desktop and is also in harmony across each device so that the visitor experience is the same across all platforms. Its estimated that 20% of traffic can be from mobile alone.
- PPC paid advertising.
You can't always just rely on your organic traffic from search engine optimisation. Google PPC (pay per click) is a good way to get traffic but it can be expensive if you haven’t budgeted for it. Additionally, at Christmas it can be very competitive and the cost per click on Google can increase by as much as 160%. If you have a slightly more strict budget then other forms of paid marketing on Facebook etc can be more cost effective but even the price of clicks on these social platforms can increase by 40% so you need to increase your paid spend. Its reported that 90% of retailers now have a presence on Facebook.
- Remarketing and retargeting.
Display advertising can convert a window shopper into a buyer. Less than 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98% of those visitors. It works by tracking the visitors to your website and displays an advert for your product or service to them on other websites and social sites including Google, Facebook, Yahoo, eBay and many others. Adverts for your products and services can reach your past visitors wherever they might be and can even be shown in emails they might receive from your competitors. Contact us if you need more information about website remarketing or retargeting using platforms such as Adroll or Criteo.
- Update your website CTA’s and landing pages!
Its key that your website is able to convert these crucial visitors during this period. It doesn’t just stop at Black Friday and Cyber Monday, Tuesday 1st December is also a crucial date in the festive calendar when shoppers look for last minute deals. So, its important that your website has important ‘Call to actions’ with promo codes, exclusive offers, ‘Guaranteed Christmas Delivery’ messages and anything else that might be appropriate. You might also decide to update your website design and make it look a little bit more festive with new graphics and colours.