With Black Friday right around the corner, your customers are going to have certain expectations.
And if you want to maximize your profits this year, you’ll need to surpass those expectations.
After all, the competition on Black Friday is fierce. Every business owner out there is thinking up ways to attract and engage customers.
Meaning that if you want to stay competitive, you’re going to have to think outside the box this year.
That’s why today, we’ve put together a list of our favorite Black Friday tips to guarantee that you convert well.
Sound good? Great, let’s get started with tip number one: learn to respect the power of eCommerce.
Let’s say that you’re a local business owner. Your business has focused on physical, in-store sales for years now and you’re doing well. Should you actually get involved in the eCommerce world at all?
It might sound like a headache, but there’s no getting around the fact that eCommerce sales make up a massive portion of this year’s holiday sales.
If you don’t engage in any kind of eCommerce sales, you’re leaving a significant amount of money on the table.
That’s why everyone, from the brick-and-mortar business to the online dropshipping store, needs to get creative this Black Friday.
Take the time to create an eCommerce store if you don’t have one, or improve upon the experience you already have.
It may not seem particularly impactful at first, but it’s important to understand that a healthy online presence can make a world of difference.
Let’s say that you’ve been involved in the digital marketing world for a while now. There’s a good chance that you’ve built yourself a sizable email list in the process.
This is actually one of the areas we’ve seen most business owners struggle with. The ability to leverage that email list, particularly during the holidays, can make or break your profit margin.
Start by creating unique emails specifically for the holidays. Not only will this give you the chance to update customers on the latest deals, but it will also show potential buyers that you’re willing to put effort into your outreach campaigns.
Send emails before, during, and after Black Friday to maximize customer awareness and take advantage of buyers who are already interested in buying from you.
This is one of our personal favorites.
The average business owner is only focused on the immediate gains they can make. But the savvy business owner understands that there’s more to profits than just sales.
Donate part of your profits to a charity and let shoppers know that they’ll play a part in helping these charities.
If you want to go the extra mile, give shoppers the chance to share on social media that they just donated to charity.
Why do any of this? Well, it is the season of giving, after all. But beyond that, it helps you build a sense of community with your shoppers.
Too often, the sales process feels like two parties trying to get the better of each other. Instead, use the holidays as an opportunity to bypass that and work with shoppers to create a better shopping experience.
Otherwise known as lightning deals, you’ve probably seen these all over Amazon, and with good reason.
Flash sales are particularly useful during the holiday season, because of the added pressure to find something before consumers run out of options.
The beauty of flash sales is that you can actually make the sale sizable, provided the time limit isn’t too long.
Why’s that? Well, the idea is that the number of people who buy it in such a short amount of time should offset any potential loses from the discount.
If you really want to blow people away, offer discounts on your newest products and watch them get snatched up instantly.
These days, just having an online presence isn’t enough. Your online experience needs to be both creatively compelling and SEO friendly.
Start by creating content that’s specifically geared towards consumers shopping on Black Friday. Something as simple as “5 Can’t-Miss Deals This Black Friday” should be enough to get the ball rolling.
But beyond that, you’ll want to ensure that your landing pages are well-optimized. Clean, concise copy, optimized images and videos, simplified navigation -- you get the idea.
The eCommerce scene is unforgiving, especially during the holidays. If you want to impress the average shopper on Black Friday, you need to create a user experience that’s as efficient as it is compelling.
This is one of the most common mistakes we see from small business owners.
In their ambition, they set their sites on big box stores.
Let’s get one thing straight: you are NOT competing with those big box stores this holiday season.
And it’s a good thing too, because you’d never be able to beat them.
Here’s the problem: no matter what kind of a deal you got on inventory this holiday season, they got a better one.
Big box stores are simply playing a different game, and that’s nothing to be ashamed about.
In fact, you actually offer something they don’t. As a smaller business, customers tend to head your way because they’re looking for a pleasant, convenient experience.
When shoppers land on your site, they’re not just looking for good deals. They’re looking for personalized service, and that’s something that your business is absolutely capable of providing.
Resist the urge to try to undercut the big box stores on price. You’ll completely wreck your profit margin in the process.
Instead, focus on offering more value to shoppers through a higher quality shopping experience.
This is one of the easiest tips to implement, and it also happens to be one of the most effective.
Why? Because no matter what industry you’re selling in, no matter what shoppers are buying, everyone loves free shipping.
We’re not exaggerating when we say that free shipping was one of the reasons Amazon Prime was so successful. And it’s no surprise.
Free shipping is a massive incentive to the average shopper. In fact, that simple change has actually been shown to encourage shoppers to spend more. After all, if the shipping is free, they might as well take advantage of it.
Learn to create situations like these, where you’re able to offer so much value that shoppers stop thinking “will I spend money?” and start thinking “how much money can I spend?”
We’ve already discussed the importance of the well-timed sale. But it’s critical that we point out that your ability to offer value beyond the sale is what can elevate the status of your holiday promotions.
For example, donating to charities isn’t just about driving sales by latching onto a particular charity. It’s about giving shoppers the highest quality experience possible.
For a lot of shoppers, donating to charity can be a deeply rewarding experience. And that’s what you should always aim to do.
Don’t just endlessly take from shoppers without giving back. If you’re looking for another creative way to add value, consider offering a free gift with a minimum purchase.
You could also offer an additional service after a certain threshold. The possibilities are endless, once you start thinking about ways to add value to the shopper’s experience.
One of the biggest complaints that shoppers have is that once a business takes their money, it’s like they cease to exist.
As a small business owner, you simply can’t afford to let this happen. Repeat business is likely a massive part of your conversions, and your ability to keep those people happy is what keeps the lights on.
So this year, instead of just handing out discounts to new customers, create a few specifically for long-time customers.
Something as simple as an email coupon for 15% off their entire purchase can have a massive impact on their brand loyalty.
People like to feel appreciated, and any business that can genuinely show shoppers that they care is going to earn their communities’ good will.
There’s no magic rule that says you can only offer great deals and tons of value to shoppers on Black Friday.
You should start promoting your Black Friday deals long before the day actually arrives.
Why? Because some people actually can’t stand the stress of Black Friday. But those people want to take advantage of good deals too!
Our advice? Start engaging with shoppers at the beginning of the month, and have a few modest deals throughout the month.
On Black Friday itself, you’ll still offer your biggest deals, but don’t ignore the days after Black Friday.
By the next week, potential shoppers will have heard all the stories of amazing deals they missed this year.
So imagine their surprise when you point out that you’ll be offering Black Friday deals all month!
And if a month-long marketing campaign is outside your budget, take advantage of our Black Friday promotion where we’ll offer you additional financing with €30 off your first installment.
All you have to do to claim your €30 is email “BlackFriday2018” to [email protected] once your loan is funded!
Remember: take advantage of the holiday season by giving shoppers plenty of opportunities to buy your products, creating amazing customer experiences, and offering real value to your shoppers.