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.

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

The event is not just about discounts, but involves the creation of intelligent, creative and results-focused 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 at CleverTap, digital marketing platform specializing in user retention and engagement,“ is not enough to offer the best price. Brands that create a personalized experience, which anticipate the needs and desires of consumers, are ahead of the competition. Understanding consumer behavior and using this intelligence to create targeted campaigns makes all the difference”. 

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

1. Start your campaign as early as possible

Although Black Friday officially happens in November, the race for consumer attention begins well before. 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 begin to engage their audience before the big event manage to cultivate a relationship of trust and ensure more expressive sales”, he comments.

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

2. Do not focus only on the discount, offer value

Although Black Friday is synonymous with great discounts, Rosa warns that the modern consumer values more than just low price: “Brands need to focus on creating value. This can be done with free shipping, exceptional customer service, exclusivity or partnerships that add to the shopping experience”. He points out that in addition to discounts, it is interesting to think of 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 overlooked

At Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales that day. Therefore, having a mobile-oriented strategy is not only an advantage, but a necessity. “O mobile is at the center of the consumer journey. Brands need to ensure that their websites and applications are optimized for a fast and fluid experience. Nothing pushes a consumer away more than a slow website or a complicated buying process”, Rosa warns, investing in those that use push notifications, SMS and even dedicated applications can ensure greater conversion and engagement during the event.

4. Use data to create smart targeting

Segmentation is key to creating successful campaigns. Instead of launching widespread offers, Rosa suggests using data and artificial intelligence to understand user preferences and behavior.“Marketing platforms such as CleverTap allow brands to analyze consumer behavior and create campaigns based on accurate data.This allows brands to deliver the right message, at the right time, to the right audience.”

Pink 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 even increases the post-Black Friday retention rate, creating a lasting bond with the consumer.

5. Measure, adjust and continue & the work does not end on Black Friday

According to Rosa, one of the biggest pitfalls is believing that the work ends at the end of Black Friday.“The tracking of results and the adjustment of campaigns are key to ensuring that sales continue post-event.Brands that continue to communicate in a relevant way with their customers after Black Friday tend to have a higher retention

Use the weeks ahead to analyze what worked, tweak Christmas campaigns, and build loyalty to new customers.“A Black Friday is not just about the day itself, but about how you use this event to grow your long-term customer base”, Rosa concludes.

With Black Friday consolidating as the leading retail calendar sales event, it is crucial that entrepreneurs and marketers develop well-planned, data-driven, customer experience-focused campaigns. Anticipating, customizing offers, investing in mobile, and maintaining the relationship after the date are essential strategies for not only increasing sales, but also winning consumer loyalty.

“A Black Friday is a marathon, not a 100-meter dash” race, points out Marcell Rosa.“S Success goes to those who understand the customer and create a unique and memorable experience.”

According to a survey by Sebrae, 8 million young Brazilians, between 18 and 24 years old, are ahead of their own business, the vast majority concentrated in franchises.The advantage of this investment is the possibility of being able to count on the support of the franchisor, already having a business plan established by another person and ensuring a better participation in the market.

Fabio Constantino, an economist and expert in brand expansion, points out that these benefits influence Generation Z to develop a special interest in these service networks, especially in the areas focused on health, well-being, facial and body rejuvenation. “A Generation Z, with its innate familiarity with technology and a differentiated view on work and entrepreneurship, is showing a growing interest for investment in franchises for 2024”, he says.

The consultation showed that financial independence is a constant search among young people, with an increase of 10% in the acquisition of franchises by young people under 24 years. Even if they have little experience in the middle of business, this is a very acquired market model because it offers structure, support and the know-how from the franchisor, which facilitates the path in entrepreneurship.

Fabio says that the franchises they offer a solid and structured path for young investors, uniting innovation with already tested and consolidated 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 use only Facebook and Instagram as a marketing tool.But this can mean loss of opportunities. With 98.6 million active users on TikTok, Brazil ranks third in the ranking of countries with more accounts on the social network, according to DataReportal data from early 2024. The social network has shown an important role in consumer decisions.Disconsidering this reality can result in missed opportunities. 

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

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

Infallible practices to grow in 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 is targeting 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 aim to bring something new and interesting to your audience.

4. Utilize trends and challenges: Keep an eye on the trends and challenges that are on the rise in TikTok and try to incorporate them into your content. This can help increase your visibility and reach on the platform.

5. Interact with your audience: Respond to comments, interact with other creators and be present on the platform. Interaction is a great way to build relationships with your audience and increase your engagement.

6. Use relevant hashtags: Use relevant hashtags in your posts to increase the visibility of your content. Research which hashtags are popular within your niche and include them in your posts.

7. Collaborate with other creators: Seek partnerships with other TikTok creators to create joint content.This can help expand your audience and reach new followers.

By following these steps and keeping up to date with the trends of the platform, you will be on the right track to grow and excel at TikTok and to learn more strategies like this follow @camilasilveiraoficial

Scheduled for November 29th, the 2024 Black Friday promises a large influx of shoppers, with 66% Brazilians planning to make purchases, according to a... search Wake partnered with Opinion Box. The numbers still show e-commerce as the preferred channel for 58.21% of consumers, followed by marketplaces (47.81%) and apps (44.31%). Furthermore, according to data collected by Confi.Neotrust, this year's date's projected revenue is expected to reach R$14.9 billion, an increase of 9.11% compared to last year. 

This data signals a significant opportunity for retailers, but especially for those still adapting to online commerce, the time to prepare for this growing demand is already short. Leonardo Moreira Gomes, CEO of PaytimeA digital payments startup explains that entrepreneurs should ideally start preparing about six months in advance. "This ensures transactions are smooth, secure, and reliable during the sales peak," it states. 

However, the CEO highlights that even for those who couldn't plan ahead, there are quick and efficient solutions. "There are platforms and systems that can put an online store up and running in less than 24 hours, allowing for quick adjustments and a functioning operation in time for Black Friday," he concludes.

The biggest challenge for those entering online retail at the last minute is ensuring the sales platform can handle a large volume of access without failures, as well as organizing inventory and deliveries. Overloading payment systems and the increased risk of fraud are also concerns that cannot be ignored.

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

Simultaneously, security measures, such as robust anti-fraud systems and fast authentications, become fundamental to maintaining a stable online operation. "While these integrations and technical adjustments may seem complex, modern API solutions allow for agile implementation, making it feasible to adapt e-commerce for the demands of a Black Friday even with tight deadlines," he details. Another tip is to use solutions that are already tested and ready for integration, which allows for organizing the online payment flow, ensuring a robust and secure operation. 

In a volatile market, where adaptation is synonymous with survival, adjusting goals and realigning strategies become essential practices for growth and efficiency of any business. The ability to make agile and accurate decisions is crucial in this context, and CRM emerges as a strategic ally, going beyond the mere management of customer relationships. With powerful insights and complete resources, the tool helps companies review objectives and rethink approaches efficiently, driving the growth of a market that, according to Grand View Research, should reach US $157.6 billion by 2030, a significant increase in relation to US $52,40101,40101,401,401,10101,2,403, and 2.

In this heated market scenario, Ploomes, the largest CRM company in Latin America, recognizes the importance of this tool for business success, highlighting 3 of its functions that demonstrate how the platform becomes a strategic ally in resizing goals and optimizing strategies:

1. Real-time sales performance analysis

One of the biggest benefits of CRM is its ability to offer a clear and instant view of sales performance.Real-time reports on the behavior of the lead and customer portfolio allow managers to quickly identify campaigns or strategies that are not achieving the expected results. With this information, you can adjust conversion goals, redirect efforts to more qualified leads and thus ensure that the sales team focuses on the opportunities with the greatest return potential.

A clear example would be that by realizing that a digital marketing campaign is not attracting the desired potential customers, the sales team can use CRM to analyze the profile of the leads generated, adjust the communication approach or reevaluate audience segmentation, adapting their goals more realistically and strategically.

2. Sales forecast based on historical data

Another powerful feature is the ability to design sales forecasts based on historical data and customer behavior trends, since by analyzing the history of interactions, it is possible to adjust financial goals according to the expected behavior of the market. If a particular sales goal seems out of reach, technology helps to identify this discrepancy in advance, allowing managers to review their expectations and implement new tactics, such as diversifying the product portfolio or intensifying follow-up actions.

If technology shows that in previous cycles, a drop in sales occurs in a given period, the team can review their goals, prepare promotions, or even reevaluate sales team training to get around this negative trend.

3. Lead and customer relationship management

One of the pillars for success in sales is the construction of a solid relationship with leads and customers. In this sense, the tool acts as a true guide, offering a holistic view of each stage of the purchase journey. With centralized and organized information, managers can view the history of interactions of each contact, identifying patterns, preferences and individual needs 

From the detailed analysis of the sales cycle, it is possible to identify bottlenecks and optimization opportunities. For example, according to Aberdeen Group report, companies using CRM have a 300% lead conversion rate higher than those that do not use. With the accurate mapping of each step, from the first interaction to the closing of the business, managers can identify ineffective approaches, delays in the decision process, and other obstacles that prevent conversion.

Thus, it is noticeable that CRM is no longer just a customer management platform to become a true center of business intelligence, so that when using data to guide decision making, the tool empowers companies to resize their goals with agility, adjusting their financial and operational plans to ensure more effective and sustainable results, whether related to sales, marketing or customer service.