Every year, Black Friday mobilizes thousands of consumers worldwide, becoming an excellent opportunity to boost sales. Despite the “Black Fraud” fame in Brazil, well-prepared marketing and sales actions can generate interesting results for the business. Just in the Brazilian e-commerce, the last edition of Black Friday exceeded R$ 4 billion in sales. However, to attract new consumers and ensure more sales, it is important to have a good strategic planning. Check out six tips to take full advantage of the date.
1. Identify your target audience
No quality communication or high investment is beneficial if these efforts are directed to the wrong audience. Direct communication to the audience genuinely interested in your products. Define the company’s buyer persona and choose the best communication channels. Furthermore, it is important to monitor the engagement of those who already follow your brand, whether through newsletters or social media.
Before Black Friday, it is essential to implement actions to attract new consumers, as many start looking for products and services days before the date. Investing in SEO is an effective strategy because it optimizes your site for search engines like Google, focusing on relevant keywords, loading speed, and responsiveness. Furthermore, creating relevant content can position the brand as a market reference, helping to convert visitors into engaged followers.
After attracting potential customers, it’s time to collect data and personalize marketing actions, offering relevant products and promotions for each profile. If possible, invest in ads to increase your reach; they are essential to highlight the brand. Direct campaigns to specific audiences on platforms like Instagram, Facebook, and Google Ads, ensuring that communication reaches those who are truly interested in your products.
3. Plan Ahead
Data from Google indicate that website traffic can increase by up to 65% during Black Friday. Although searches for products increase as the event approaches, it is important not to leave marketing actions to the last minute. Planning in advance, including the channels used and frequency, is essential for success on the date.
4. Integrate Online and Offline Channels
Combining physical and digital strategies is essential to sell more on Black Friday and retain consumers. Offer incentives for purchases in both channels and keep in touch with those who visited your store but did not complete the purchase, giving the option to receive brand updates via email or SMS marketing.
In addition, encourage consumers to alternate between channels, offering exclusive benefits for online purchases or discounts for products in the physical store. Identify which strategies are most effective in motivating the public and implement actions that boost sales and strengthen relationships with customers during Black Friday.
Whenever possible, have feedback from your consumers and solve problems quickly. Satisfied customers are more likely to return and recommend the brand. According to a study by Bain & Company, 53% of consumers who make a complaint and do not have the problem solved stop being customers. Therefore, in addition to providing good service, keep communication active through emails, SMS, or notifications.
6. Automate Processes
Marketing automation is a powerful tool to expand the lead base, identify contacts most likely to buy, and keep the audience loyal. In addition to including strategic forms on the site, consider using pop-ups that are activated based on user interaction. For those using CRM, automation can facilitate lead integration, allowing you to better understand the interests of each consumer and the content that attracts them.
Another important strategy to increase sales on Black Friday is to implement an automation flow for abandoned carts. The feature identifies users who added products to the cart but did not complete the purchase, allowing you to send personalized messages to remind them of the item and encourage them to complete the transaction. In addition, marketing automation enables relationship actions with existing customers, which can influence your sales both during Black Friday and on other occasions.
