The fierce competition for consumer attention during Black Friday can be intimidating for small entrepreneurs seeking to stand out amidst large retailers and massive advertising campaigns. However, with a well-crafted strategy, small businesses can also carve out their space in the digital world 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 for small entrepreneurs who want to shine during this period of high demand:
Tip 1: Invest in low-cost retargeting
Use accessible tools, such as Google Ads and Facebook Ads, to create retargeting campaigns aimed at recent visitors to your website or those who abandoned their cart. These campaigns can be set up with a reduced budget and help to "re-engage" customers who have already shown interest, increasing the chances of conversion with controlled investment.
Retargeting is a digital marketing strategy aimed at reconnecting and engaging users who have already interacted with your website, app, or social media but have not completed a desired action, such as making a purchase. The idea is to remind these potential clients 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, for some reason, have not yet made a purchase decision.
Tip 2: Create simple and efficient landing pages
Even with limited resources, you can create landing pages specific to your Black Friday offers using affordable or even free platforms like Wix, WordPress, or even Linktree. Make sure the page is clear and straightforward, with a focus on discounts and prominently visible call-to-action buttons. This offers a quick 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 exclusive opportunities. Customizing 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 targeting. With a limited budget, you can reach potential nearby customers by highlighting promotions and building 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 create anticipation
You can create countdown and "sneak peek" content organically, at no cost, on social media. Use resources like Stories and Reels on Instagram to share short videos of the products or answer questions about the 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 Influencer 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, resulting in higher engagement and credibility in their 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 each one's reputation before associating your brand with the digital content creator.
