Get Black Friday Ready

Creating an effective Black Friday marketing strategy for a small eCommerce business in the UK involves a mix of targeted promotions, engaging content, and leveraging multiple channels to reach your audience. Here’s a comprehensive plan:

1. Set Clear Goals

• Sales Targets: Determine how much you aim to sell during the Black Friday period.
• Customer Acquisition: Aim to gain new customers or increase repeat purchases from existing customers.
• Cost Per Acquisition: How much are you prepared to pay for each of the sales you receive. Do you know your margins?

2. Create Attractive Offers

• Discounts: Offer significant discounts (e.g., 20-50% off) on popular products.
• Bundle Deals: Create product bundles that provide value and encourage larger purchases.
• Limited-Time Offers: Use flash sales to create urgency, such as 24-hour discounts.

3. Leverage Email Marketing

• Pre-Black Friday Teasers: Send out teaser emails to your subscriber list a week in advance to build anticipation. If you're offering a discount on a new product launch - send a sneak peek!
• Exclusive Offers for Subscribers: Provide early access or exclusive deals for email subscribers.
• Reminder Emails: On the day, send reminders about your deals. Maybe on the expiry day, you can send an email stating '4 Hours Left to Save!'

4. Enhance Your Website

• Dedicated Black Friday Page: Create a landing page that highlights all your deals and offers.
• User Experience: Ensure your website can handle increased traffic, with fast loading times and easy navigation.
• Mobile Optimisation: Ensure your site is mobile-friendly, as many shoppers will be browsing on their phones.

5. Utilise Social Media

• Countdowns and Sneak Peeks: Use platforms like Instagram and Facebook to build excitement with countdowns and sneak peeks of deals.
• Engaging Content: Share engaging content such as videos, polls, and stories related to your products.
• Influencer Partnerships: Collaborate with micro-influencers to reach a broader audience.

6. Invest in Paid Advertising

• Social Media Ads: Run targeted ads on Facebook, Instagram, and TikTok to reach potential customers.
• Google Ads: Use search ads to capture high-intent customers searching for Black Friday deals.

7. Offer Free Shipping

• Minimum Purchase Threshold: Consider offering free shipping on orders over a certain amount to increase average order value.

8. Customer Engagement

• Live Chat Support: Offer live chat on your website to assist customers in real time.
• Engage with Reviews: Encourage customers to leave reviews on products and showcase them to build trust.

9. Post-Purchase Follow-Up

• Thank You Emails: Send thank-you emails after purchase and encourage customers to share their experience on social media.
• Upsell Opportunities: Follow up with personalised recommendations for related products.

10. Analyse and Optimise

• Track Performance: Use analytics tools to monitor traffic, conversion rates, and sales performance.
• Learn for Next Year: After Black Friday, evaluate what worked and what didn’t for future campaigns.

11. Extend Beyond Black Friday

• Cyber Monday: Prepare a separate campaign for Cyber Monday to keep the momentum going.
• Holiday Promotions: Consider launching holiday-themed promotions to retain customer interest.

By implementing this strategy, your small eCommerce business can effectively capitalise on the Black Friday shopping frenzy, drive sales, and build customer loyalty.