Black Friday 2024: five practical and accessible Digital Marketing tips for small entrepreneurs

The fierce competition for consumer attention during Black Friday can be intimidating for small entrepreneurs looking to stand out amidst large retailers and massive advertising campaigns.However, with a well-crafted strategy, it is possible for small businesses to also conquer their digital space and stand out amidst the competition.

To help with this mission Philippe Capouillez, CEO of Sioux Digital 1:1, shares five practical, effective and affordable digital marketing tips aimed at small entrepreneurs who want to shine during this period of high demand:

Tip 1: Invest in low-cost retargeting

Use affordable tools like Google Ads and Facebook Ads to create retargeting campaigns* aimed at recent visitors to your site or those who abandoned the cart. These campaigns can be set up on a reduced budget and help to “engajar” customers who have already shown interest, increasing the chances of conversion with a controlled investment.

*Retargeting is a digital marketing strategy that aims to reconnect and impact users who have already interacted with your website, application or social networks, but who have not completed a desired action, such as 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 especially useful for small entrepreneurs during Black Friday, as it helps convert visitors who have already shown interest, but who, for some reason, have not yet made the purchase decision.

Tip 2: Create simple and efficient landing pages

Even with few features, you can create landing pages specific to your Black Friday offers using affordable, or even free platforms such as Wix, WordPress or even Linktree. Make sure that the page is clear and direct, focusing on discounts and call-to-action buttons that are visible. This offers a fast and efficient shopping experience, which is essential to win 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 unique opportunities.

Tip 4: Bet on paid ads on social networks with local targeting

If your target audience is more local or regional, focus on geo-targeted paid Facebook and Instagram ad campaigns. With a limited budget, you can reach potential close customers by highlighting promotions and creating a connection with the local community.

Tip 5: Use organic and interactive content to create expectation

You can create countdown content and “neak peeks” organically, at no cost, on social media. Use features like Stories and Reels on Instagram to share short videos of products or answer questions about offers. Encourage your followers to interact with polls and question stickers, creating a sense of exclusivity and urgency with your promotions.

Bonus tip: invest in Influence Marketing with micro influencers

Small entrepreneurs 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, which results in greater engagement and credibility in recommendations. Thus, even with a limited budget, you can reach an audience interested in your product or service. But beware: choose your micro influencers well and research on the reputation of each one before associating your brand with the creator of digital content.