Black Friday + Cyber Monday Marketing
MARKETING FORUM
EVENT RECAP: October 13th, 2021
“US consumers spent a record 34.36 billion during BFCM in 2020” - Adobe Analytics
It’s the busiest time of the year and Naturally Austin Partner, UMAI Marketing, joined this month’s Marketing Forum to share a step-by-step Black Friday / Cyber Monday digital strategy using the core three - email, organic social, and paid ads. It’s not too late to make final tweaks to achieve your sales goals this buying season!
Watch the recording to learn more.
The 5-Step Black Friday + Cyber Monday (BFCM) Execution Overview
Getting ready: Set your goals
How much do you need to make each day for your goal? This allows you to approach your overall goal with a plan that you can adjust day-by-day as needed. Keep in mind that the first and last days yield highest amounts
First Black Friday / Cyber Monday? Multiply your sales from this time last year by .23 to get a new goal.
Overview: BFCM 5-Step Execution Plan
Step 1: Lead Generation - create an ad campaign solely for lead gen
Ads
Secret VIP savings
Something BIG is coming
Send users an early bird / VIP URL
Sample copy - Sign up for email list vy X date to receive huge, early savings
Social
Re-work your social images for lead gen
Step 2: Nurture your email list
Keep your email activities up leading up to BFCM! - 2-4 newsletters a month
80% value and 20% asks in sales
Haven’t been as active? Collect your most valuable organic content and blast it via email before your BFCM sales emails
Step 3: Create a mouthwatering offer
KEEP IT SIMPLE, pre-test your offer for all functionality
Step 4: Create assets
Email:
Quick Tips: Get to the point quickly, usesimple graphics, catch the reader’s eye with a gif to increase visual interest, make sure your email is clickable and that the call to action is above the fold, use subject lines that have worked - this is not the time to test new subject lines!
Have a first name collected? Use it in the subject line! This can significantly increase open rates!
Social Ads:
Lean into what you know works well - look at your analytics
Organic social - utilize posts to feed and stories (archive sales posts after the sale)
Landing page: Keep it simple and optimize for mobile
Website: Are promo codes active and tested?
Styles + Sizing: Create cohesive BFCM look - duplicate that style for all sizes that you need
Step 5: Iron out spend for paid social
Recommended 20% of your revenue goal on your BFCM campaigns
Focus on retargeting - this is not the time to prospect for new leads since it’s a very congested time, BFCM is a goodwill promo for indoctrinated leads and past customers
Want to learn more from UMAI Marketing? Sign up for their Consumer Goods Growth Course Waitlist!