Social media provides a great way to connect with your existing customers, potential customers and the people who are just like them. And the Black Friday and Cyber Monday weekend (which now extends across the month of November!) is the perfect opportunity to try and gain more customers by offering them a great deal when they’re actively looking.
Customers start searching for deals well ahead of the weekend, so getting prepared in advance is essential. You’ll need a plan, and you’ll also need to capture customers when they’re ready to buy.
Research shows that in 2022, 3% of sales throughout Black Friday were attributed to social media. This might not seem like a huge number, but it’s a 24% YOY increase, so it’s definitely something to include in your Black Friday strategy. Plus, social media referred to nearly 12% of all traffic.
Of course, the success of social media advertising for your brand will depend on your audience, your industry and the channels you’re using.
Let’s have a look at how you can get your social media strategy ready for the Black Friday and Cyber Monday weekend.
Black Friday is a key period for many businesses, especially if you’re an e-commerce business. Alongside planning your offer and when you’re going to go live, you’ll also need to work out which channels you’re going to use to promote those offers.
If your customers are using social media, you need to be too!
You should make sure your social media profiles are up to date and on-brand throughout the rest of the year but, if you’re expecting extra eyes on them throughout the holiday season, they need to be exactly right.
Review your bio, cover photo and profile photo and make sure all contact details are correct and all links are working. You might want to consider switching your cover photo and profile photo to promote your Black Friday deals.
Try and create a bit of anticipation around your deals. Drive customers to a landing page that allows them to register their interest and receive emails about your deals when they launch. This will not only help you to generate excitement around your brand and offers, it provide you with contact details so you can keep them updated with countdown emails.
A huge part of building a successful paid social media strategy is knowing exactly who your audience is and what they want to see. Have a look to see what’s trending in your industry, relevant hashtags you can use, and any customer reviews and testimonials to reach as many target customers as possible.
Increasing your visibility on social media over the Black Friday weekend will help you to drive more traffic to your website and attract more customers to your business.
Paid ads will be your friend throughout the festive season. They help you to get your brand out to a wider audience of people and allow you to retarget to people who have engaged with your brand before.
Before you launch any campaigns, think about the channels you’re going to use. Choose the channels you have the most success on organically and those that have performed best in the past when running paid ads. If this is the first year of running paid ads, try to focus on one or two key channels to keep it simple and to make sure you’re not spread too thin.
Alongside generating conversions for your business, you should also be driving brand awareness throughout Black Friday and Cyber Monday.
Think about pushing video ads that detail your offers and more about your brand to a targeted audience. Video is a great tool for communicating information quickly and easily and will help you pull more people in and nurture them until they’re ready to make a purchase from you. Once the sales are over, there are also more people who have an awareness of your brand.
Product ads are a great way to boost sales over the weekend. Make sure your product imagery is high quality, and you provide details of your offers in the ads. When directing ads to a product or landing page, make sure it matches your offers to ensure a smooth customer experience and increase the chances of conversions.
If you’ve been running ads before, you’ll probably have an audience of people who have visited your website before, purchased from you before or engaged with your previous ads. Make sure you utilise these audiences during the Black Friday weekend - they already have an awareness of you and your brand, so it’s going to be easier to get them to buy from you when you offer them a great deal or discount.
Over the weekend, we recommend measuring the performance of your ads to see what’s working and what isn’t. Try tweaking images or copy to find something that works best for your customers. You should also consider A/B testing your ads in the lead-up to Black Friday and keep the ones that work best so you have the best chances of converting customers during the busy period.
Social media is a great tool for promoting your Black Friday deals and offers and getting as much as you can from the weekend. Customers are actively searching for the best deals on your products and are in the market to bu, so getting your Black Friday social media campaigns right will help you to be as successful as possible.
If you’d like more help with your social media campaigns, request a free digital marketing audit from our team.
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At Logica Digital, we take the time to understand your business and customers to create a bespoke marketing plan that will deliver the best return on investment for your business. We always get results.
Call: 0114 551 1534
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