The fierce competition for consumers’ attention during Black Friday can be intimidating for small entrepreneurs looking to stand out among big retailers and massive advertising campaigns. However, with a well-thought-out strategy, it is possible for small businesses to also carve out their space online and shine amidst the competition.
To help in this mission, Philippe Capouillez, CEO of Sioux Digital 1:1, shares five practical, effective, and affordable digital marketing tips tailored for small entrepreneurs who want to excel during this high-demand period:
Tip 1: Invest in low-cost retargeting
Use accessible tools like Google Ads and Facebook Ads to create retargeting campaigns targeted at recent visitors to your site or those who have abandoned their carts. These campaigns can be set up with a reduced budget and help ‘re-engage’ customers who have already shown interest, increasing conversion chances with a controlled investment.
*Retargeting is a digital marketing strategy that aims to reconnect and impact users who have interacted with your site, app, or social media but have not completed a desired action, like making a purchase. The idea is to remind these potential customers about your brand and encourage them to return and complete the action. Retargeting is particularly useful for small entrepreneurs during Black Friday as it helps convert visitors who have already shown interest but have not yet made a purchase decision for some reason.
Tip 2: Create simple and efficient landing pages
Even with limited resources, you can create specific landing pages for your Black Friday offers using accessible platforms, or even free ones, like Wix, WordPress, or even Linktree. Make sure the page is clear and direct, focusing on discounts and prominent call-to-action buttons. This provides a quick and efficient shopping experience, which is essential for attracting customers during Black Friday.
Tip 3: Automate your Email Marketing with free or low-cost tools
Tools like Mailchimp and MailerLite offer free or low-cost plans for small businesses. Set up simple automations to send emails reminding customers of offers, abandoned carts, and exclusive opportunities. Personalizing these emails, even with few details, shows attention and can increase engagement rates.
Tip 4: Invest in paid ads on social media with local targeting
If your target audience is more local or regional, focus on paid ad campaigns on Facebook and Instagram with geographic segmentation. With a limited budget, you can reach potential customers nearby, highlighting promotions and creating a connection with the local community. Short and creative videos are great for generating engagement and capturing attention.
Tip 5: Use organic and interactive content to build anticipation
You can create countdown content and “sneak peeks” organically, at no cost, on social media. Use features like Stories and Reels on Instagram to share small videos of products or answer questions about offers. Encourage your followers to engage with polls and question stickers, creating a sense of exclusivity and urgency with your promotions.
Bonus tip: invest in Influencer Marketing with micro influencers
Small business owners can benefit from influencer marketing during Black Friday by investing in partnerships with micro influencers, who have between 1,000 and 100,000 followers and are usually more financially accessible. Micro influencers have a closer connection with their audience, resulting in higher engagement and credibility in recommendations. Thus, even with a limited budget, you can reach an audience interested in your product or service. But be careful: choose your micro influencers wisely and research the reputation of each one before associating your brand with the digital content creator.
