But what is one of the most exciting things about this time of the year?
All the deals you can get in all of your favorite stores of course! Everybody loves gifts, and now is the time to get them!
If you haven’t yet, it’s about time to get yourself together and start planning your Black Friday marketing strategy now. And guess what, everyone else is doing this right now too.
Not so sure about it? Let me lay out a few facts here about spending during last year’s holiday season sale:
- More than 90 million buyers were active online in 2019.
- 30% of all yearly sales occurred between Black Friday and Christmas.
- Black Friday online shopping sales hit an all-time high of $7.4 billion.
- More than 50% of shopping was done through mobile phones.
- About 40% of all shoppers made online purchases.
Make a plan
Make a plan! Simple as that. If you want to enhance your Black Friday marketing strategy, you have to put in some extra work!
Here is a short and minimalistic outline of how your plan should look:
- Analyze which products were most popular during the year to see what the market is looking for.
- Create a marketing strategy and pick your audience.
- Keep up with your clients and offer them supreme customer service.
Localize your message for your specific audience
Pick your target audience and adjust your message specifically for them.
Creating just one general advertising campaign and targeting different customer segments won’t be enough, unfortunately… What might work for one culture or country, won’t necessarily work for another.
More than 70% of all internet users browse the internet exclusively on websites in their own native language. Consumers prefer to shop online, where they can find products with information in their own language.
You must localize your message for the right context and speak the language of your customers. Address them in their own language and gain their trust and loyalty.
Be informative
Providing a clear message to your target audience can determine if you are going to be the winner of the holiday season race.
According to an HBS study, 72.4% of consumers said they would be more likely to buy a product with information in their own language. Almost 60% of them value the ability to obtain information in the local language even more than the price of the product.
It’s pretty clear, isn’t it? Localization is your number one toolkit when creating a Black Friday marketing strategy.
Connect with your audience on a personal level
Addressing Gen Z will be completely different than addressing Baby Boomers. When speaking to your Japanese customers, you will have to be a lot more formal than when speaking to your US customers.
Different cultures and societies have different values. What might be the winning strategy on one side of the world can be the worst tactic on the other.
With localization, you can address every single customer segment in a personal way, capturing their attention in doing so.
Here are some hard facts about why you should address your customers in a personal manner:
- 90% of marketers say personalization significantly increases sales and brand awareness.
- 70% of customers feel frustrated when their experience is impersonal
- 63% of customers will stop buying from brands that use impersonal marketing strategies
Go global
Alrighty then! Now that you’ve got your Black Friday marketing strategy all set up, it’s time to go global. Did you know that U.S. consumers spent $6.3 million per minute shopping online on Black Friday?
According to Statista, the biggest spender in Europe in 2019 was the UK, with sales value reaching more than $10 billion. Countries following close behind include:
- Germany: €7 billion
- France: €6 billion
- Italy: €3.3 billion
- Spain: €2.2 billion
- Netherlands: €1.1 billion
- Belgium: €853 million
Spread your message on social media
With so much competition going on, optimizing your landing page and putting your offer on won’t be enough for success. Spread your message on social media and capture the attention of your target audience.
There are roughly 450 million views of Black Friday videos on Facebook every year. More than 130 million people worldwide engage in holiday shopping conversations on Instagram.
Translating your content can be a major part of your Black Friday marketing strategy,
letting you capture the attention of your audience.
Create a newsletter
Thousands of brands compete for potential customers’ attention during the holiday season. No wonder consumers become numb from receiving the same type of messages over and over again…
But you can turn this to your advantage! Send out a personalized newsletter just a few days in advance and make them excited again! FYI: More than 70% of brands fail at this, so it is really worth putting your effort in!
Here are some hard facts for you:
- Personalized promotional marketing emails experience 27% higher unique click-through rates.
- Segmented personalized automated emails average 46% higher open rates than generic emails.
- 52% of customers find generic promotional emails annoying.
Don’t forget about customer service
Great customer service is crucial in this hectic part of the year. With so many websites crashing due to high demand and new sale offers everywhere, consumers get lost pretty quickly.
Imagine how much easier it would be to talk to customer support in your local language. It is basically a win-win situation for both parties. You resolve problems fast and efficiently and create a pleasant experience for your customers. Customers build trust and develop a relationship with you.
According to Microsoft research:
- 89% of consumers switch to competitor brands if their current favorite brand lacks personalized customer service.
- 48% of customers expect special treatment for being loyal customers.
- 75% of clients expect the agent to know who they are as well as their purchase history.
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