Start thinking about it early
Even before summer sales start decreasing, we have already started daydreaming (yes, we do that sometimes!) about our autumn peak strategy. The data reports that the search for Black Friday discounts start already in September. Optiweb advertisers, analytics and client managers therefore put their heads together early to shake up the magic for the best time of the year and brainstorm on approaches and strategies.
Same, same but different
Our clients choose different ways to join the BF fever, be it free shipping, discounts, 100% off or other means of giving something extra to their customers. It’s that time of the year, is it not? Putting together our research, analytical data and the clients’ overall strategy, we combine numbers with the experience to communicate their messages in unique and creative ways.
Rolling up our sleeves
Based on what we have agreed on with the client, we get to work. This means creating landing pages, banners, marketing copies and other materials for the chosen media of communication. Starting from the landing page is something many forget. Creating specific landing pages for Black Friday and Cyber Monday campaigns helps online shoppers to easily access the specific information on deals they’re looking for. With good SEO optimization, these pages can also easily pull through Google Search. The site needs to be fast, with the relevant content, UX-optimized and accessible.
After Black Friday is over, we need to clean the mess and change the communication on the landing pages. There should be clear CTAs that redirect the visitor to the URLs relevant throughout the entire year. And when the season peak comes back again, we can use the same landing pages for promotion teasers. Pretty amazing, right?
For some clients we push sales on Search and Display platforms, for others via social media. This depends on clients’ strategy and the nature of their products. The miracles can be achieved on one, the other or our favorite – a little bit of everything! The one thing to rule them all is personalization according to the products and target audience.
Ready, Steady, Go!
The advertisers gather around the table year after year to try to crack the age-old question: when to start Black Friday advertising? I have to disappoint you here, there is no one answer to fit them all. Sometimes the earlier is the better and sometimes the magic happens in the last week before BF. We prefer taking it slow, keeping in mind that Black Friday may last one day, but can have long-term effects and benefits. Therefore, we also try to achieve the following:
- Capture new customers with top-of-the-funnel marketing activities;
- Reach for low-hanging fruits during the peak;
- Retarget those who have almost slipped away.
Guilty as charged – we are those purchasing funnel geeks. :)