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.

Strategic opportunity for entrepreneurs, sales and marketing teams, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a Wake survey conducted in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the event.

The event is not just about discounts, but involves the creation of smart, creative, and results-oriented campaigns. With so much competition in the digital market, preparing in advance and using efficient tools is essential to ensure success. For Marcell Rosa, sales specialist atCleverTap, a digital marketing platform specialized in user retention and engagement, "it's not enough to offer the best price. Brands that create a personalized experience, anticipating consumers' needs and desires, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference."

According to Marcell Rosa, there are 5 essential steps to successful sales during Black Friday.

1. Start your campaign as early as possible

Although Black Friday officially takes place in November, the race for consumer attention begins much earlier. Marcell Rosa recommends that companies start working on their campaigns a few weeks before the date. "The modern consumer is increasingly informed and selective. Those who start engaging their audience before the big event manage to build a relationship of trust and secure more significant sales," he comments.

Marcell's tip is to use this advance to build a personalized journey. Use emails, social media, and push notifications to remind the audience about the products they are interested in and offer valuable content that keeps the brand on their radar.

2. Don’t just focus on the discount – offer value

Although Black Friday is synonymous with great discounts, Rosa warns that the modern consumer values more than just low prices: "Brands need to focus on creating value. This can be achieved with free shipping, exceptional customer service, exclusivity, or partnerships that enhance the shopping experience." He emphasizes that, in addition to discounts, it is also interesting to consider exclusive gifts, promotional packages, or loyalty programs that make the customer feel special. Creating a sense of urgency with limited campaigns can also be a great strategy to increase conversion.

3. The mobile experience cannot be neglected

On Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales on that day. Therefore, having a strategy focused on mobile is not just an advantage, but a necessity. "The mobile is at the center of the consumer's journey. Brands need to ensure that their websites and apps are optimized for a fast and smooth experience. Nothing drives a consumer away more than a slow website or a complicated checkout process," warns Rosa. Furthermore, investing in campaigns that utilize push notifications, SMS marketing, and even dedicated apps can ensure greater engagement and conversion during the event.

4. Use data to create smart segmentation

Segmentation is essential for creating successful campaigns. Instead of launching generalized offers, Rosa suggests using data and artificial intelligence to understand users' preferences and behavior. Marketing platforms, such as CleverTap, allow brands to analyze consumer behavior and create campaigns based on accurate data. This enables brands to deliver the right message, at the right time, to the right audience.

Rosa indicates that personalized offers, based on purchase history or items customers have recently viewed, are more likely to convert. This helps optimize return on investment (ROI) and also increases the post-Black Friday retention rate, creating a lasting bond with the consumer.

5. Measure, adjust, and move on – the work doesn’t end on Black Friday

According to Rosa, one of the biggest traps is believing that work ends at the end of Black Friday. Monitoring results and adjusting campaigns are essential to ensure sales continue after the event. Brands that continue to communicate relevantly with their customers after Black Friday tend to have higher retention.

Use the following weeks to analyze what worked, adjust the Christmas campaigns, and retain the new customers gained. "Black Friday is not just about the day itself, but about how you use this event to grow your long-term customer base," concludes Rosa.

With Black Friday establishing itself as the main sales event on the retail calendar, it is crucial for entrepreneurs and marketing professionals to develop well-planned campaigns, data-driven, and focused on the consumer experience. Anticipate, personalize offers, invest in mobile, and maintain the relationship after the date are essential strategies not only to increase sales but also to win consumer loyalty.

"Black Friday is a marathon, not a 100-meter race," emphasizes Marcell Rosa. "Success goes to those who understand the customer and create a unique and memorable experience."

According to a Sebrae survey, 8 million Brazilian young people, aged 18 to 24, are running their own businesses, with the vast majority concentrated in franchises. The advantage of this investment lies in the possibility of counting on the franchisor's support, already having a business plan established by someone else, and the guarantee of a better market share.

Fábio Constantino, economist and specialist in brand expansion, highlights that these benefits influence Generation Z to develop a special interest in these service networks, especially in areas focused on health, wellness, facial and body rejuvenation. "Generation Z, with their innate familiarity with technology and a different perspective on work and entrepreneurship, is showing a growing interest in franchise investments for 2024," he states.

The survey showed that financial independence is a constant pursuit among young people, with a 10% increase in franchise acquisitions by youths under 24 years old. Even if they have little experience in the business world, this is a highly adopted market model because it offers structure, support, and the know-how from the franchisor, which makes the path in entrepreneurship easier.

Fábio claims that the franchises They offer a solid and structured path for young investors, combining innovation with tested and established business models. "The security of investing in an established brand, combined with the desire to make a difference, makes franchises a natural choice for this generation. Generation Z seeks brands that not only offer profitability but also a purpose aligned with their values and lifestyle," he concludes.

Many entrepreneurs only use Facebook and Instagram as marketing tools. But this can mean a loss of opportunities. With 98.6 million active users on TikTok, Brazil ranks third in the list of countries with the most accounts on the social network, according to DataReportal data from early 2024. Social media has been showing an important role in consumers' decisions. Ignoring this reality can result in missed opportunities.

Camila Silveira, a social media sales specialist, offers valuable tips for those who want to stand out and grow on the platform. With Camila's guidance, it is possible to learn how to effectively use TikTok tools to increase the visibility and reach of content, promoting significant growth in audience and engagement.

Their practical strategies and insights can be crucial for anyone looking to stand out in the TikTok environment and grow their online presence in an efficient and impactful way.

Foolproof practices for growing on TikTok:

1. Define your strategy and target audience: Before you start posting, it is important to be clear about the type of content you want to create and who you are targeting with that content. Knowing your target audience will help create more targeted and relevant videos.

2. Be consistent: Post regularly to keep your profile active and engage your audience. Consistency is key to growing on TikTok.

3. Create authentic and original content: TikTok values originality and authenticity. Be creative when creating your videos and always strive to bring something new and interesting to your audience.

4. Utilize tendências e desafios: Fique de olho nas tendências e desafios que estão em alta no TikTok e tente incorporá-los em seu conteúdo. Isso pode ajudar a aumentar sua visibilidade e alcance na plataforma.

5. Interaja com sua audiência: Responda aos comentários, interaja com outros criadores e esteja presente na plataforma. A interação é uma ótima forma de construir relacionamentos com sua audiência e aumentar seu engajamento.

6. Use hashtags relevantes: Utilize hashtags relevantes em suas postagens para aumentar a visibilidade do seu conteúdo. Pesquise quais hashtags são populares dentro do seu nicho e inclua-as em suas postagens.

7. Colabore com outros criadores: Busque parcerias com outros criadores do TikTok para criar conteúdo conjunto. Isso pode ajudar a expandir sua audiência e alcançar novos seguidores.

By following these steps and staying up to date with the platform's trends, you'll be on the right track to growing and standing out on TikTok. To learn more strategies like this, follow @camilasilveiraoficial

Scheduled for November 29, Black Friday 2024 promises to be a big hit in commerce, with 66% of Brazilians planning to make purchases, according to asearchfrom Wake in partnership with Opinion Box. The numbers still show that e-commerce is the preferred channel for 58.2% of consumers, followed by marketplaces (47.8%) and apps (44.3%). Furthermore, according to data collected by Confi.Neotrust, the expected revenue for this year's date is R$ 9.3 billion, a 9.1% increase compared to last year.

These data indicate a significant opportunity for retailers, but especially for those still adapting to online commerce, the preparation time to meet this growing demand is already short. Leonardo Moreira Gomes, CEO ofPaytime, a startup specializing in digital payments, explains that it is ideal for entrepreneurs to start preparing about six months in advance. "This ensures that transactions are swift, secure, and reliable during peak sales," he/she/they states.

However, the CEO emphasizes that, even for those who couldn't plan ahead, there are quick and efficient solutions. "There are platforms and systems that can set up an online store in less than 24 hours, allowing for quick adjustments and a functional operation in time for Black Friday," he/she/they adds.

The biggest challenge for those entering last-minute online commerce is ensuring that the sales platform can support the high volume of traffic without failures, as well as organizing inventory and deliveries. The overload in payment systems and the increased risk of fraud are also concerns that cannot be ignored.

"To handle the increase in traffic and transactions, it is crucial to have integrated payment methods that offer high conversion rates and security in operations," explains Leonardo. The CEO emphasizes that a smooth payment experience, without unnecessary redirects, reduces cart abandonment rates and provides a more reliable shopping journey for the customer.

At the same time, security measures such as robust anti-fraud systems and quick authentications become essential to maintain stable online operation. "Although these integrations and technical adjustments may seem complex, modern API solutions enable agile implementation, making it feasible to adapt the e-commerce for Black Friday demands even with tight deadlines," he/she/they explains. Another tip is to use tested and ready-to-integrate solutions, which allows for organizing the online payment flow, ensuring a robust and secure operation.