The day after Thanksgiving, Black Friday, is a shopper’s dream come true. Nearly every business offers discounts and other incentives to shop. And the timing is perfect – customers get to pick up holiday gifts for their loved ones and for themselves at special prices.
What started as an American tradition is now a worldwide phenomenon. Consumers from around the world expect great deals – and brands deliver. See how you can effectively use social media to boost your Black Friday and Cyber Monday campaigns. Generate buzz and drive conversions with these 10 holiday season social media marketing tips.
1. Put together a gift guide
Late November is usually the time of year when people start thinking about holiday shopping. The Christmas excitement starts to kick in and browsing the internet for gift ideas becomes an – if you will – merry pastime.
Nicely put together gift guides are the perfect way to attract such casual browsers – they’re aesthetically pleasing and provide actual value with their carefully curated suggestions.
Consider putting together a gift guide or two as part of your Black Friday marketing strategy. Posting them on your social media a few days in advance will give your followers time to pick and choose, and get excited about the purchase.
2. Create a sense of urgency
Speaking of ‘in advance’, try to create a sense of urgency around your amazing Black Friday deals. Start early and make sure customers know that what you’re advertising will be available for a limited time only or while supplies last.
You will also want to keep your customers on their toes. Make them want to shop as soon as your offer becomes available, not a minute later. Keep the excitement up by giving your followers sneak peeks of what’s coming.
Use email marketing, blog posts, and, of course, social media posts to do so. Make it fun – include countdowns or get creative with slowly revealing the deal through Instagram Stories.
3. Add freebies to purchases
Who doesn’t love a free gift? The Grinch, probably. Let’s not worry about him, though. It’s safe to assume that your customers are not green Whoville residents and will enjoy a freebie.
If you’re planning to add gifts to purchases as part of your holiday sale, make it known! Build it into your social media strategy and watch your followers become customers. Ho ho ho!
4. Use shoppable posts
So it’s Black Friday and every social media user is out there hunting for deals. Why not bring the shopping experience into their social media feeds?
Shoppable posts on Instagram allow you to do just that. Post a fun picture of your product, highlight the Black Friday sale in the description, and let your followers use the post to go directly to your store.
5. Extend your offer to Cyber Monday
Even though most Black Friday campaigns apply to brick and mortar and online stores, Cyber Monday emerged as a follow-up shopping holiday focused on ecommerce sales.
Cyber Monday deals are usually a continuation of Black Friday campaigns. Focus your communications on letting customers know that they can still get amazing discounts, even if they slept on Black Friday offers.
6. Give customers a reason to come back
If your Black Friday offer is attractive, you will definitely finish the day with a high order count. But a good Black Friday strategy is like a gift that keeps on giving – it can bring customers back for more shopping before the holiday season ends.
How? It’s really simple. Set up a short promotion that will start after Black Friday – say mid-December. It can be anything: you can mark down select items, offer a percentage off your entire store, or add gifts to purchases over a certain dollar amount. Create coupons that can be used to claim the offer and add them to every Black Friday purchase. Most importantly, use your social channels to let people know about the special promo!
That’s how you get returning customers. December is a big shopping month for all us and, with a little bit of extra incentive, your clientele will surely choose you over your competitors for those last-minute gifts.
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7. Offer free shipping
Discounts are pretty much standard across the board on Black Friday. So why not add a little extra frill and win more customers over? Free shipping can tip the scale for a customer who’s deciding between two similar offers, so it’s definitely worth a try.
If you decide to elevate your offer with free shipping, make sure you properly set up the logistics. With a higher than usual volume of orders, you wouldn’t want to upset customers by not delivering their purchases on time.
8. Use hashtags
We already established that come Black Friday, people will be actively looking for deals online. In many cases, this includes searching for #BlackFriday and #CyberMonday hashtags. Do your business a favor and use them in all of your social media posts in your Black Friday campaign. Make your deals visible!
9. Do good
Customers love a good deal, but they also love the feeling of giving back to the community. Set up a partnership with a local charity or a bigger nonprofit organization and help your customers support a good cause. Spread the holiday cheer by helping others!
10. Opt out
This final strategy is not for everyone. Certain brands choose to not participate in the Black Friday/Cyber Monday madness as a protest against over the top consumerism. While this approach might not bring them that magical spike in November sales, it speaks volumes about their socio-environmental involvement.
If you decide to opt out of Black Friday, use the opportunity to send out a strong message. Create a landing page explaining your decision and give your loyal customers the chance to better understand your brand philosophy.
Once you put together a strong content strategy for Black Friday, make sure you follow some basic best practices when carrying it out. As mentioned before, an early start is essential. Start generating buzz around your upcoming deals in advance. Countdowns, sneak peeks, lists, and hashtags are all great tools to do so!
Once the promotions kick in, make sure your team is available to provide shoppers with amazing customer service on social media. Short response rates and quick problem solving are powerful tools to maximize sales.
Finally, make sure to measure the results of your campaigns. Use an Analytics tool like NapoleonCat for in-depth performance insights and draw conclusions for an even more successful Black Friday next year!