Hey! Black Friday is here and you, do you already have that e-commerce strategy for Black Friday, the day most anticipated by consumers around the world?
If not, calm down. At Academia de Consultores we are going to guide you to plan your e-commerce strategy on social networks so that you are not caught off guard this shopping season, in which e-commerce will have great relevance.
How do we know that? Well, the numbers don’t lie. To sample a button: last year US consumers spent more than $7 billion on purchases through e-commerce, during Black Friday sales.
Would you like a part of those profits to enter your company?
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So, you have to plan an effective strategy and execute campaigns on social networks that allow a higher number of conversions. Therefore, here we will guide you step by step so that your sales this year explode. So pay attention:
Check out last year’s Black Friday campaign
Experiences are what teach us to know what is good and what does not work. Therefore, before beginning any planning for this Black Friday, it is necessary to review last year’s campaign (in case you have executed one, of course) to see if it met its objectives.
In this first step, try to reflect on your previous successes or failures to identify areas in which you can improve. Asking yourself these questions can help you a lot.
By gaining a deeper understanding of your past campaigns, you’ll be able to use that information to rethink your strategy this year. An important point for your e-commerce strategy for Black Friday.
Set clear objectives in your Black Friday campaign
It is about planning your e-commerce campaign for Black Friday, it is very important that you are clear about the objective you want to achieve. Setting precise goals will keep your campaign on track and provide a way to track your success throughout the campaign.
How can you best set your goals? Think about these five points when you raise them:
- They must be specific.
- measurable.
- achievable.
- Relevant to your brand.
- They have a fixed duration.
During Black Friday, you may want to increase your brand awareness, build engagement in your community, grow your email list, or increase sales. But you must be more specific with your goal. In that way?
For example, you can consider boosting your company’s reach by 5% during the month of November. So you are being specific, with a measurable, achievable, relevant and time-bound goal.
Each brand will have a unique set of campaign goals based on the company’s size, goals, and values. There’s no right or wrong answer here, but it’s important to understand how your goals are relevant to your business.
Plan your campaign schedule
Timing is everything when it comes to Black Friday marketing campaigns. Therefore, once you have established your objectives, and also the metrics to measure those objectives, it is a good time to define your action schedule.
- Evaluating the following dates will help you:
Thanksgiving: Thursday, November 25. - Black Friday: Friday, November 26.
- Small Business Saturday: Saturday, November 27.
- Cyber Monday: Monday, November 29.
The most important part of this process is creating a strong promotional calendar that ties in with your specific campaign goals during those relevant dates.
It’s also a good idea to factor in the length of each part of the Black Friday campaign. You might want to think of a release timeline that can run as follows for days:
-
- 0 to 14: Pre-launch intrigue campaign.
- 15: Launch day
- 16 to 20: Post-launch follow-up.
Defining a solid schedule is very important, and it will give you a clear idea of how far in advance you are working and what the potential scope of your project could be. Take this step into account for your e-commerce strategy for Black Friday.
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Choose the channels to develop your campaign
You already have a goal and a clear schedule. Now you are ready to start choosing which social media channels to focus on for your campaign development.
You have a wide variety on the table: Instagram, Twitter, Facebook, Pinterest, YouTube, TikTok, LinkedIn and more. But that doesn’t mean you necessarily have to run your campaign on all platforms.
And if for some “creative reason” You set your mind to it, the only thing we can tell you is “may the force be with you”, because it is a super complicated task, possible, but complicated.
Therefore, think carefully which platforms are the most functional, that is, those that will help you meet the objectives of your campaign and how easily you can adjust your strategy for each channel.
Remember that each channel has a unique set of tools and features, audience, and purpose. Consider what will resonate best with your audience on each platform.
Set your creative direction
With all the basic details for Black Friday on the table, such as goals, timeline and channels, it’s time for the most fun part for creatives: How will we present the campaign?
Having an overall creative direction is what separates your campaign from your everyday posts. A fresh design is also a great way to visually tie all of your campaign content together. But be careful, we recommend you not to overdo it with creativity.
Establishing a concept early in the design process can act as a valuable framework for creative brainstorming, which is especially helpful if you have multiple designers working on the same project. Fundamental to create your e-commerce strategy for Black Friday.
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Plan your posting hours
There are so many high traffic dates before, during and after Black Friday, it is an obligation and a necessity to plan your promotion strategy in advance. Doing a test with different schedules will allow you to know which is the most appropriate to generate engagement with your audience.
You can schedule your photos and videos to Instagram, Twitter, Facebook, and Pinterest. Plus, you can easily check how your Black Friday campaign aesthetic will play out alongside your other posts visually.
This will allow you to get a holistic view of what you’re posting and when, to try to tell a visually cohesive story to your followers and potential customers.
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Make your campaign measurable
Before launching your social media e-commerce campaign, the most important thing to do is make sure you can track and measure its success at all times.
By configuring trackable links and ordering your campaign reports, you will be taking all the necessary forecasts that will allow you to obtain the knowledge for the development of future campaigns.
For example, you can use UTM (Urchin Tracking Module) on your website for Google Analytics to accurately track your social traffic.
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In the same way, if you are promoting your Black Friday campaign on Twitter, Facebook, Pinterest or Instagram, it is important to review all the metrics that these applications offer you, to evaluate the performance of your content and know which posts are getting the most interaction and which ones. your audience responds better.
So here you have it! Everything you need to know for your e-commerce to be successful this shopping season on your social networks. Keep in mind that Black Friday marketing campaigns don’t have to be overly complicated to bring great benefits to your business.
The important thing is that the planning of your strategy is completely clear to achieve the specific objective that you set for yourself. Let’s do it! And write us in the comments if you have any questions, at ADC we are here to support you.