black friday marketing

12 Marketing Strategies For Black Friday 2023

Black Friday 2023 is just around the corner! As the biggest shopping event of the year approaches, it’s time to start planning your marketing strategy. In this cutthroat marketplace, where shoppers are on a quest for the best bargains, your brand needs to shine brighter than the rest.

1. Start Early

Start early for a successful Black Friday marketing campaign. Get a head start on Black Friday 2023 by kick-starting your planning and ideation phase in July or August.

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Firstly, you need to decide on which products or services you will be offering discounts. You should also create a budget for your marketing strategy and make sure to include extra funds in case of any surprises.

Focus On Digital Marketing

When it comes to Black Friday 2023, digital marketing will be essential. Compared to traditional marketing, digital marketing is more cost-effective, providing a higher return on investment. Especially on Black Friday, every penny saved in marketing could be a penny earned in profits.

You need to make sure that your customers find out about the great deals that you are offering. Social media is a great way to promote your offers and create buzz. Create engaging emails highlighting “massive discounts”, utilize pay-per-click ads for audience targeting, or enhance your strategy with influencer marketing.

Make Sure Your Website Is Ready

Your website is important when it comes to Black Friday 2023. On the day itself, customers will be flocking to your website to take advantage of the deals that you are offering. Is it ready to handle the spotlight? 

With the majority of shoppers using their mobile devices, ensuring your site is mobile-optimized will put you ahead in the game. An easy-to-navigate interface can make all the difference between a full shopping cart and an abandoned one. 

But it doesn’t stop there. The checkout process is your final act. Make it secure, seamless, and hassle-free. After all, a happy finale means happy customers, and that’s a win for your Black Friday 2023 goals.

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2. Optimize your website to improve its visibility on search engines like Google

Optimize your website for Black Friday shoppers. By following these three key steps, you can maximize your visibility and attract potential customers like a magnet:

  1. Optimize your website for search engines: Implementing effective SEO strategies will help your online store rank higher in search engine results pages (SERPs). Conduct keyword research to identify popular terms and phrases that your target audience is using when searching for Black Friday deals. Incorporate these keywords into your website’s meta tags, headings, and content to improve its relevance and visibility.
  2. Enhance user experience: A seamless and user-friendly website is crucial to keep online shoppers engaged and encourage them to make a purchase. A quick-loading, mobile-friendly site is not just a luxury, it’s a necessity. Google loves it, and so will your customers. Improve navigation by organizing products into relevant categories and subcategories, making it easy for customers to find what they’re looking for. Optimize product images and descriptions to provide detailed information about each item. Give customers a virtual feel of what they’re buying, and they’ll be more likely to hit that ‘Add to Cart’ button.
  3. Invest in advertising on search engines: Increase your online store’s visibility by investing in paid advertising on search engines like Google. Create targeted ads that appear at the top of SERPs when users search for relevant Black Friday terms or specific products you offer. Your ad copy should be irresistible, showcasing your special offers or discounts that are just too good to ignore. Don’t forget the magic of remarketing campaigns to re-engage those visitors who expressed interest but didn’t quite make it to the checkout.

3. Offers & Coupons

Black Friday is the perfect time for businesses to attract potential customers and reward their loyal customers with exclusive deals and special discounts.

black friday 2023 strategy

Offer long-time customers exclusive deals

Rewarding long-time customers with exclusive deals is a surefire way to make them feel valued and appreciated during the Black Friday frenzy. Building long-term relationships is crucial for any business, and offering exclusive deals to loyal customers can strengthen those relationships even further.

By implementing a loyalty program and leveraging your customer database, you can identify your most loyal customers and create special discounts just for them. It’s a fantastic way to say “thank you” for their constant support and to keep that customer love flowing in your direction.

Sending personalized promotional emails with exclusive codes or offering a special discount at checkout can make these customers feel like VIPs.

4. Don’t Skip on TikTok as the main selling social media channel of 2023

TikTok will be a powerful tool for businesses to reach new customers and drive sales during Black Friday 2023. Here are some reasons why you should consider incorporating TikTok into your Black Friday marketing strategy:

  • Increased cart rate: TikTok’s engaging and interactive nature allows you to create compelling content that can drive users directly to your website or online store, resulting in higher cart rates and ultimately increasing conversions.
  • Wide reach on social media channels: As one of the fastest-growing social media platforms, TikTok provides an opportunity to expand your online presence and connect with potential customers who may not be active on other platforms like Instagram or Facebook.
  • Innovative social media marketing: TikTok encourages creativity and innovation, making it an ideal platform for creating captivating videos that can go viral. By leveraging trending challenges or creating original content, you can generate buzz around your brand and attract attention during the busy holiday season.
  • Boost BFCM sales: Incorporating TikTok into your Black Friday 2023 marketing campaign can help you stand out from competitors and grab the attention of shoppers who are actively seeking deals. By showcasing exclusive promotions or limited-time offers through engaging videos, you can entice customers to take advantage of your discounts. Make them an offer they can’t resist!
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5. Make a gift guide

Black Friday offers an unrivalled opportunity for your business to shine – to put your top-notch products right in the spotlight. One effective marketing strategy to consider is creating a gift guide. A well-curated gift guide simplifies the hunt for the ideal present, making holiday shopping a breeze for your customers.

A gift guide has many benefits for your business. Firstly, it allows you to promote specific products that you want to highlight for Black Friday promotions. By carefully curating a selection of your best-selling or most popular products along with gift cards, you can create excitement and generate interest among your target audience.

Additionally, a gift guide can drive traffic to your website or brick-and-mortar store. By featuring your gift guide on your website or sharing it through your marketing channels, you can attract shoppers who are looking for exclusive deals and special discounts for the holiday season.

Creating a gift guide also helps generate excitement for your brand. By showcasing your products and gift cards in a visually appealing and engaging manner, you can grab the attention of potential and loyal customers alike. This can increase conversion rates and boost your holiday sales.

6. Enable pre-ordering to avoid any stock problems

By offering pre-orders, you’re providing your customers with access to deals on popular items before they even hit the shelves. This not only creates a sense of exclusivity but also eliminates the risk of running out of stock on the day of the biggest sale event of the year.

Pre-ordering allows customers to secure their desired products in advance, guaranteeing that they won’t miss out on limited-period promotions or sitewide discounts. It gives them peace of mind knowing that they have reserved their items and can avoid any disappointment caused by sold-out inventory.

Get a head start on the Black Friday frenzy by unveiling your pre-order options well ahead of the game. Build anticipation by highlighting exclusive deals and limited availability. Use social media platforms, email marketing campaigns, and targeted advertisements to generate excitement and drive traffic to your website.

Emphasize the convenience and benefits of pre-ordering, such as guaranteed access to popular products and early delivery. Create urgency by reminding customers that these offers are available for a limited time only.

7. Enable “Buy Now, Pay Later”

Buy Now Pay Later (BNPL) is a financial solution that allows customers to make purchases without paying the full amount upfront. Instead, they can spread the cost over a set period or in installments, making it an attractive option for those who may not have immediate financial strength. By offering buy-now-pay-later (BNPL) options, retailers can make it easier for shoppers to make purchases, even if they are on a tight budget.

Retailers looking to leverage the benefits of BNPL can partner with innovative FinTech companies such as Afterpay or Klarna. By integrating these services, businesses can offer customers the ability to shop and enjoy the Black Friday festivities regardless of their current financial situation.

When shoppers are able to make purchases without having to worry about upfront costs, they are more likely to have a positive experience. This can lead to repeat purchases and increased customer loyalty.

buy now pay later

Here are some examples of how BNPL can benefit retailers:

  • Tapping into a wider target audience: Did you know that BNPL can be your secret weapon to capture an untapped market segment? It’s a life-saver for students, young adults, and people grappling with low credit scores, who might otherwise shy away from big-ticket purchases.
  • Increased sales: BNPL can lead to increased sales by making it easier for shoppers to make impulse purchases. It not only fuels the quick purchase decisions but also boosts your average order value. Why? Because customers tend to fill their carts when they know they can spread out the payments over time.
  • Customer loyalty: BNPL can help retailers build customer loyalty by creating a positive shopping experience. When shoppers are able to make purchases without having to worry about upfront costs, they are more likely to have a positive experience. This can lead to repeat purchases and increased customer loyalty.

8. Create a Black Friday newsletter campaign

Effective email campaigns can attract mobile shoppers and holiday bargain hunters, driving them to make purchases during Black Friday.

  1. Start with a strong list of subscribers. Don’t miss out on the power of your email list. Secure a roster of engaged subscribers who actively look forward to hearing from your brand. This will help ensure that your emails are seen by people who are actually interested in what you have to offer.
  2. Segment your email list. Got a list of subscribers? Brilliant! Now, let’s add some spice to it. Segment your list based on past purchases, browsing habits, or any other criteria that fits the bill. This way, you can tailor your emails to match each subscriber’s unique interests and needs – making your messages not just another email, but a personalized experience.
  3. Write compelling email subject lines. The subject line is the first thing people will see when they receive your email, so it’s important to make it count. Use clear and concise language that will grab attention and create a sense of urgency.
  4. Use eye-catching visuals. People are more likely to open and read emails that contain eye-catching visuals. Showcase your products and promotions with high-quality imagery to make your email impossible to resist.
  5. Include clear calls to action. Tell people what you want them to do, whether it’s clicking on a link, making a purchase, or signing up for your newsletter. Make sure your calls to action are clear and easy to understand.
  6. Offer exclusive discounts or early access. This is a great way to reward your loyal customers and create a sense of exclusivity that can drive conversions.
  7. Follow up with abandoned cart emails. Many shoppers browse products during Black Friday but may not complete their purchase right away. Sending targeted reminders with incentives like free shipping or additional discounts can help bring these potential customers back to complete their purchase.

One of the simpler solutions for automating abandoned cart emails is, for example, Recapture. It’s a user-friendly solution that effortlessly integrates with top eCommerce platforms like WordPress and Shopify. It’s also a great fit for those of us who aren’t familiar with programming.

9. Provide a return policy with flexibility

Whether you have an online store or a physical store, offering a flexible return policy can help build trust and loyalty among your customer base. With Black Friday being such an important day for sales, customers want to feel confident in their purchases and know that they have options if something doesn’t work out.

When making your return policy, consider allowing returns within a reasonable timeframe after the purchase date. What’s more, consider offering diverse return methods like in-store returns or prepaid shipping labels for online orders.

But don’t stop there. Make sure your customers are in the know about every step of the process. Clear communication is the magic key here. Let them understand how to kick off a return and what to anticipate from the whole experience. This way, they’ll feel valued and catered to, boosting their overall shopping experience.

A delighted customer is your best marketing tool. Their positive experiences can spark word-of-mouth referrals and catapult your business’s reach. So, in the spirit of Black Friday 2023, ensure your return policy is as flexible as possible. Create a shopping experience that leaves your customers feeling satisfied and confident in their purchases.

10. Create mobile campaigns that grab attention

Optimize your campaigns for mobile devices and create eye-catching ads that capture the attention of shoppers on the go. In the whirlwind of today’s digital age, shoppers are glued to their smartphones, hunting down the hottest deals and discounts. To effectively reach this audience, you need to ensure that your marketing campaigns are mobile-friendly and visually appealing.

mobile capaigns - black friday 2023
  • One way to grab the attention of mobile users is by using catchy headlines in your ads. Craft compelling and enticing messages that immediately pique their interest. Spotlight those ticking-clock offers, VIP-style deals, or unique promotions to generate a ‘now or never’ sensation and propel immediate action.
  • Next up on our list of power strategies is the use of carousel ads. These interactive ad formats allow you to showcase multiple products or offers in a single ad unit, making it easier for users to explore different options without leaving the page. By presenting a variety of options, you can cater to different audience segments and increase the chances of converting passive browsers into active shoppers.
  • Additionally, don’t underestimate the power of email marketing when targeting mobile users. Create mobile-responsive email templates that display well on smaller screens and optimize your messaging for quick consumption. Use catchy and short subject lines and personalized content to grab attention in crowded inboxes.
  • Optimizing your campaigns for mobile devices goes beyond just creating visually appealing ads; it also involves ensuring a smooth user experience on your website or landing page. We are all painfully aware of the frustration caused by slow-loading websites or confusing navigation. Thus, it’s essential that your site is swift, intuitive, and user-friendly, providing an unrivaled user experience.

11. Showcase Your Best Sellers

Now that you’ve made your campaigns mobile and attention-grabbing, it’s time to take the next step and showcase your best sellers. This is where you can really highlight the products or services that are in high demand and have proven to be customer favorites.

  • One effective way to do this is through catchy headlines that grab the reader’s attention and entice them to learn more about what you have to offer. Consider using phrases like “Must-Have Black Friday Deals” or “Best Sellers Revealed – Limited Time Only!” These types of headlines create a sense of urgency and excitement, encouraging customers to click through and explore further, and they work hand-in-hand with whatever marketing trend is popular at the time.
  • Another powerful strategy is incorporating product reviews into your marketing materials. Customers trust the opinions of others, so showcasing positive reviews can help build credibility and confidence in your brand. Consider featuring testimonials from satisfied customers or highlighting specific features that customers love about your products. This is the beauty of user-generated content, it’s authentic, it’s persuasive, and it’s downright effective.
  • In addition, consider implementing a referral program to encourage current customers to spread the word about your best sellers. By offering irresistible incentives like exclusive discounts or special offers, you can motivate your customers to share their love for your top products with their friends and family. And who can resist a good deal, especially when it comes from a trusted source?
  • Don’t forget about personalized messages! Tailor your email marketing campaign specifically for each customer by including their name in the subject line or body of the email. This personal touch shows that you value their business and can help increase engagement with your emails.
  • Social media posts are also a great way to showcase your best sellers to a wider audience. Create eye-catching visuals and compelling captions that highlight the features and benefits of these popular products.
showcase bestseller - black friday 2023

12. Add products before Black Friday

Introducing new products before Black Friday can be a great way to boost sales.

  • Time your releases strategically. Releasing new products too early can lead to lost sales, while releasing them too late can mean missing out on the Black Friday rush. Aim to release your new products a few weeks before Black Friday so that you have time to build excitement and generate buzz.
  • Promote your new products effectively. Make sure to promote your new products on your website, social media, and email marketing campaigns. Use clear and concise language that will grab attention and create a sense of urgency.
  • Offer exclusive discounts or promotions. This is a great way to incentivize customers to make a purchase. You can offer discounts on your new products, free shipping, or early access to sale items.
  • Make it easy for customers to provide their contact information. This will allow you to stay in touch with them after Black Friday and continue to promote your products. You can offer incentives such as discounts or exclusive content to encourage customers to provide their contact information.
  • Follow up with cart abandonment emails. Many shoppers will add items to their cart but not complete the purchase. This could be the nudge they need to return and finalize their purchases.

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