Whether you work for an eCommerce company looking to increase online sales during Cyber Week, or a local retailer looking to capitalize on Black Friday or Small Business Saturday promotions, this article is for you!
In the sections that follow, we’ll discuss how to make Facebook Ads work for you this holiday shopping season. The Facebook advertising platform offers an excellent opportunity to reach customers (and potential customers) at all stages of the purchasing cycle. You’ll be well on your way to driving Black Friday sales with a well-executed campaign.
1. Create an Appropriate Facebook Advertising Budget
If you’ve been following my blogs, you’ve probably grown accustomed to me making budget recommendations. This blog is no exception, but there is one minor caveat. You should not only plan a budget for holiday campaigns, but you should also plan for the fact that your holiday advertising budget will be higher than in other months.
2. Facebook Advertising Marketing Funnel
We’re all about creating marketing funnels and connecting with new customers. If your company had the foresight to reach out to a prospecting (top of the funnel) audience earlier in the year, that’s fantastic! You’ve already built up an audience overmeddled of funnel’ traffic that has visited your site or engaged with an ad and is now even more ready to buy during the holiday season.
3. Cross-Promotion
As a business owner, you should think about how you can cross-promote your deals to increase your chances of success during your Black Friday or Cyber Monday campaigns. Here are a few quick suggestions:
- Publish your Facebook advertisement.
- Put up a banner or change the hero image on your home page.
- Create a black friday flyer for an email marketing campaign to promte the deal.
- Create a blog post that highlights the products you’ll be promoting on Black Friday or Cyber Monday.
- Create more digital ads using Google’s Display Network or YouTube.
- Include organic social media efforts to promote holiday-season sales.
- Create marketing video to pormote your sales on social media platfroms
- When appropriate, consider traditional media such as TV, radio, or billboards.
The ultimate goal is to ensure that your message is seen in additional mediums so that your target market is less likely to miss out on promotions that are being run. These cross-promotional efforts will aid in the success of your Black Friday sale.
4. Produce Discount Offers
Listen, we’re all about audience segmentation and tailoring your message accordingly. However, if you take this approach during the holiday shopping season, you risk having too small an audience and spending too much money on multiple ad sets.
This is especially true when it comes to acquiring new customers from a prospecting audience. Some examples of broad discounts or offers that may be appropriate for your Black Friday shopping include:
- “20% off sitewide beginning Black Friday!”
- “FREE SHIPPING on ALL ORDERS FOR THE REST OF OCTOBER!”
- “You can save $20 if you spend $100, $40 if you spend $200, and $60 if you spend $300!”
- “With any purchase of $150 or more, you will receive a FREE (insert product).”
Don’t just concentrate on a single, niche product for which you have a lot of inventory. Rather, consider what would benefit both a first-time customer and a repeat customer. If you’re hesitant to offer a storewide discount, I recommend creating a landing page or catalog of discounted products. Then, at the very least, each type of customer will have some options.
Bringing it All Together
The Black Friday and Cyber Monday shopping seasons have arrived, with several retailers already launching their campaigns and building excitement around the deals. Whether you’re an eCommerce company or a physical store, you’re probably thinking about how digital advertising can improve the effectiveness of your promotions. This article will teach you how to create a successful Black Friday and/or Cyber Monday campaign using Facebook Ads.