Every year, Black Friday mobilizes thousands of consumers worldwide, becoming an excellent opportunity to boost sales. Despite the reputation of "Black Fraude" in Brazil, well-crafted marketing and sales actions can generate interesting results for the business. Only in Brazilian e-commerce, the latest Black Friday edition surpassed R$ 4 billion in sales. But, to attract new consumers and ensure more sales, it is important to have a good strategic planning. Check out six tips to make the most of the date's full potential.
1. Identify your target audience
A quality communication with high investment is useless if these efforts are directed at the wrong audience. Direct the communication to the audience truly interested in your products. Define thebuyer personafrom the company and choose the best communication channels. Additionally, 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 searching for products and services days before the date. Investing in SEO is an effective strategy because it optimizes your website for search engines like Google, focusing on relevant keywords, loading speed, and responsiveness. Additionally, creating relevant content can position the brand as a market reference, helping to convert visitors into engaged followers.
After attracting potential clients, it is 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. Run campaigns targeting specific audiences on platforms like Instagram, Facebook, and Google Ads, ensuring that the communication reaches those genuinely interested in your products.
3. Plan ahead
DGoogle dataindicate that website traffic can increase by up to 65% during Black Friday. Although product searches increase as the event approaches, it is important not to leave marketing actions for the last minute. Planning in advance, including the channels used and the 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 customers. Offer incentives for purchases in both channels and stay in touch with those who visited your store but did not complete the purchase, giving them the option to receive brand updates via email or SMS marketing.
Additionally, encourage consumers to switch between channels by offering exclusive benefits for online purchases or discounts for in-store products. Identify which strategies are most effective to motivate the audience and implement actions that enhance sales and strengthen customer relationships during Black Friday.
Whenever possible, seek feedback from your customers and resolve issues quickly. Satisfied customers are more likely to return and recommend the brand. According to a study byBain & Company53% of consumers who make some type of complaint and have their problem unresolved stop being customers. Therefore, in addition to providing good service, keep active communication through emails, SMS, or notifications.
6. Automate processes
Marketing automation is a powerful tool to expand the lead base, identify the contacts most likely to buy, and keep the audience loyal. In addition to including strategic forms on the website, consider using pop-ups that activate based on user interaction. For those who use CRM, automation can facilitate lead integration, allowing you to better understand each consumer's interests 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 their 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. Furthermore, marketing automation enables relationship actions with existing customers, which can influence their sales both during Black Friday and on other occasions.
