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Creating a Black Friday Frenzy in Your Store
A D VA N C E D S T R AT E G I E S A N D T I P S F O R T R A F F I C A N D S A L E S
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What I’m talking about…What to expect this Black Friday
Traffic strategiesAdvertising tips
Snapchat
Black Friday emails
Get customers to promote your sale
Getting salesCreating a frenzy
Bonus tips and strategies
Questions & answers
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Black Friday stats you should know
• TechRadar projects this Black Friday to be the biggest day of spending on the internet — ever
• Last year was the most active Black Friday on social media ever according to Wall Street Journal
• 1.4 million Tweets about Black Friday in the 7 days leading up to Black Friday
• Not just in the U.S. - last year Black Friday was trending in Germany, France, Ireland, Italy, New Zealand, Singapore, and Thailand according to Spredfast
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Facebook ads
• Try unique targeting options: sales, deals, Black Friday, purchase behaviours, online shopping
• Stack these options with the targeting options you usually use or might use
• Make sure your ads are approved in advance
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Google Ads• Target unique search keywords: Black
Friday deals, “niche” Black Friday
• Make sure your ads are approved in advance
• Test Google Shopping ads as well
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Snapchat
• $5 per 20,000 square feet of coverage
• No URL, email or phone number — get creative
• Use a unique hashtag to your store/brand
• Place your geofilter on a mall or shopping center where your target customers might be
• Submit at least 3-4 days before BFCM sales to adjust if they’re rejected
G E O F I LT E R S
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Black Friday emails
• Subject: Black Friday - 40% off everything!
• Clearly announces the sale, focused call to action.
• Keep it simple.
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Black Friday emails
• Subject: Black Friday + Giving Tanks
• Using Black Friday to increase average order value
• Your promotion doesn’t need to be a sale
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Black Friday emails
• Subject: Sweats + Shorts = THE SCHWORTS
• Inject your personality and humour into your promotions and emails
• Consider focusing on promoting one product on Black Friday
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Black Friday emails
• Subject: Woosters Almost Sold Out! Black Friday Prices + Free Shipping For A Few More Hours!
• Use scarcity in your emails
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Gift guides/shopping guides
• Find gift guides in your niche and reach out to bloggers and ask them to update theirs or create a new one
• Create your own!
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Customer referrals
• Get customers to promote your Black Friday sale for you
• Email/receipt after purchase with incentivized share call-to-action
• Recommended apps: Receiptful
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The power of scarcity• Create a sense of urgency in your
promotions and on your product pages
• Quantity based scarcity
• Time based scarcity
• The language you use helps with this: “limited time” “ends soon” “hurry”
• App recommendations: FOMO, Hurrify, Bold Product Discount
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Cross-sell and upsell
• Take advantage of the extra traffic: increase the average order value on your store
• Upsell customers on more of what they’re already buying
• Cross-sell a related product or accessory
• Recommended apps: Boost Sales
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Create a unique collection/landing page• Create a unique, temporary collection of
all your products that will be going on sale (even if it’s all of them)
• Your unique collection can be your Black Friday landing page
• Create a unique landing page just for Black Friday
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Theme your website• Change the graphics and creative on
your website and your social media accounts to a Black Friday “theme”
• Homepage hero/slider, logo, profile picture, cover photos
• Builds anticipation
• Gives customers a reason to shop
• CreativeMarket.com for templates
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Try an “extended day” sale• Give your customers a “Cyber Tuesday”
or “Black Friday part 2”
• Give people a reason to shop
• Maintain the momentum from Black Friday
• Allow people who missed out to get a second chance to shop
• Announce the extended sale the day of
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Spy on the competition• Find a competitor in your niche that’s
around your size
• Google Alerts
• Usertesting
• Visual Ping
• Subscribe to their email list
• Follow them on social media
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Do something weird/different• Do something different/weird during
Black Friday madness to stand out
• Pitch your story to press
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Think mobile first
• What percentage of your traffic is mobile right now? Have you checked?
• When making design choices/decisions, look at your store in terms of mobile first
via activemobi.com
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Offer free shipping
• Test free shipping during Black Friday, even if it means needing to set an order minimum to do it
• Can increase conversions, test!
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Track everything• Google Analytics
• UTM parameters in your links
• Heat map (Lucky Orange)
• Record sessions (Lucky Orange)
• Social media activity, bit.ly links
• Email reports