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Tips to make your digital marketing strategy succeed in Black Friday

Black Friday is one of the most important shopping occasions during the year. All brands compete with each other for the attention of users, so it is essential that your e-commerce has a competitive digital strategy.

A good starting point to plan your digital marketing strategy for Black Friday is to analyze the history and profitability obtained to know exactly what worked and what did not in previous campaigns. It is important that the Black Friday strategy and campaigns are aligned with the annual objectives of your company, it is a good time to review them and think globally!

 

With all this in mind, let's take a look at 10 tips to make your Black Friday digital marketing strategy a success.

 TABLE OF CONTENTS

 

Tips for your digital strategy on Black Friday

Create an interrelated strategy

When planning your strategy, consider all the channels you have available to reach your users and find a way to interact with them. 

Know the customer journey of your target audience and find the key moments in the buying process where you can impact them. This way, you will avoid creating different strategies for each channel and you will empower your overall strategy.

This recommendation will also help you to personalize the content of your ads depending on the device or operating system the user is using to reach you.

In addition to multichannel, remember that the strategy is multiplatform

Synchronizing your strategy across different Social Media platforms is a basic recommendation for companies that want to ensure greater reach and impact at different points in the funnel. It is about taking into account the objectives of the campaign and speak to users according to the context.

This type of Black Friday strategy will help you to generate a constant frequency of the message throughout the customer journey of users. Remember! The message must be unique and recognizable. Creativity must vary, each platform has its own language and codes.

Combining platforms with a large number of registered users will allow you to reach large-scale audiences. Even so, do not forget the applications with less audience, but more specific.

Black Friday should not be just one day

Instead of focusing solely on conversion on Black Friday, work on a more holistic strategy that guides users through all phases of the sales funnel: recognition, consideration and conversion. This will allow you to create a more lasting engagement with your customers and increase the chances of conversion.

It is advisable to create campaigns beforehand to engage users. An effective idea is to include a "Prepare your cart" phase to generate anticipation, awareness and motivate customers to fill their carts ahead of time by communicating upcoming offers.

 

Make data-driven decisions during Black Friday

Black Friday is fast approaching, and it's essential for any business to be prepared for the shopping frenzy ahead. One of the most powerful allies in your data arsenal is Google Analytics. However, it's important to note a crucial difference between the older version, Universal Analytics (UA), and the newer version, GA4.

While UA provides real-time, up-to-date data, GA4, especially in its free versions, has limitations in terms of data freshness, which can be a challenge during high-traffic events like Black Friday. This is where the importance of connecting to BigQuery (BQ) and creating dashboards in Looker Studio (LS) comes into play.

Use BigQuery for more recent data

The connection to BigQuery allows you to access more recent and real-time data, overcoming GA4's data freshness limitations. This is essential for making quick, data-driven decisions during Black Friday.

Create control panels in Looker Studio

At Looker Studio, you can build custom dashboards to suit your specific needs during Black Friday. Some useful ideas include:

  • Top Performers: Quickly identify the best-selling products and most effective landing pages to focus your marketing and promotional efforts.
  • Bottom Performers: Find out which products or pages are not performing as expected and take steps to optimize them.

  • Inventory Dashboards: Use data from the datalayer to keep a real-time record of stock on hand. If you notice that a product's stock is running low quickly, you can take action to restock or adjust your promotional strategy.

 

Engage your audience with organic marketing

Through segmentation and content personalization, organic marketing allows you to establish authentic connections with your audience. Take advantage of the Black Friday campaign to engage your audience with organic campaigns.

The six golden rules to prepare your account for Black Friday

When it comes to Black Friday, Instagram is one of the key platforms. To ensure your account is ready to succeed during the biggest shopping occasion of the year, it's essential to follow these six golden rules.

  1. Make sure all your links to offers are available on your Instagram profile, making it easy for your followers to access promotions.

  2. Consider changing your posting times, as competition is intense during this event, and posting at strategic times can increase your visibility. 

  3. Increase educational content on your account to inform your followers about the advantages of your products or services. 

  4. Create an engaging lead magnet that resonates with your audience and captures their contact information.

  5. Organize a featured story that gathers all relevant information about your offers and promotions.

  6. Double the number of stories you share during Black Friday and vary the posting times to keep your audience engaged and well-informed at all times.

Include a classic Black Friday strategy: Collaborate with micro-influencers.

Micro-influencers bring fantastic value to a marketing campaign. They have built a very high level of trust with their engaged and interested community. Collaborate with them on Black Friday and discover how micro-influencers can significantly increase your campaign conversions.

Look for one or several micro-influencers that fit with your brand, both in terms of content and values to promote. Working with them can bring us several benefits, such as:

  • Reach and visibility: It allows you to reach a wider and more specific audience that may be interested in your products or services. 

  • Credibility and trust: Users trust the recommendations of content creators. 

  • Increased engagement on social networks: Followers tend to interact with micro-influencers' posts, which can increase your brand's visibility during the campaign.

Collaborating with micro-influencers at this time of year can help you gain visibility and build trust in your products. It is important to choose content creators that align with your brand values and business objectives.

 

Maintain creativity at all levels of your brand

Ensuring that every message that reaches your audience at peak times of the year is constructed and adapted in form and content to your brand is key.

Video, your best ally, even more so on Black Friday!

Undoubtedly, video is the format that has been the most popular in recent months and surely from now on. It is a format that gathers a lot of information in a few seconds and still has much more impact, the results can be extraordinary! 

Add to your digital marketing strategy new platforms such as TikTok, Reels, YouTube... Did you know that TikTok has more than 1 billion monthly active users? If your target is on these platforms, imagine what these figures can achieve on an occasion like Black Friday.

Use dynamic visual templates that highlight discounts instantly

On Black Friday, consumers are quick to look for deals, so it is crucial that your ads clearly communicate the promotion. Leverage various ad formats such as single image, carousel and collection. Be strategic and highlight "Black Friday" in the main image and showcase products in secondary images.

Dynamic creatives are key, especially on these occasions. Customize ad designs and adapt dynamic elements to showcase discounted products. Meet ad platform specifications and consider automation to save time. Test dynamic templates on small product segments to optimize speed and reduce costs.

 

Bonus for e-commerce: Feed Management

A good starting point for Black Friday is to work ahead. Simple, but effective. Leaving everything ready the week before and trying to make as few changes as possible is key. Last minute changes can negatively affect campaigns. Platforms are often more saturated in the hours leading up to the Black Friday launch. The first hours are crucial, you can't gamble!

At Adsmurai, we are aware of the frenzy that peak times of the year imply and the importance of all e-commerce to have the product catalog ready before the big day. In this context, Adsmurai Marketing Platform appears as a comprehensive solution simplifying the interpretation and optimization of catalogs, streamlining the customization of ads and automatically adjusting to the specifications of advertising platforms.

If you are an e-commerce, the key to squeeze the most out of your Black Friday campaigns is your catalog. Creating an efficient and effective strategy and applying the right recommendations can maximize your results.

 

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Keep your catalogs up to date and constantly monitor your stock

The product catalog or feed is another of the basics to launch Paid Media campaigns. Take advantage of the weeks prior to the launch of the Black Friday campaign to optimize it and keep it always updated to constantly control the stock.

Each of these platforms has its own requirements to configure the product feed and it is very common that this file contains errors that can affect the ROAS of your campaigns. These are the 9 most common, do you have it properly configured?

Also, be sure to reflect inventory changes in your feed management tool before updating ad platforms such as Meta, Google, TikTok and Pinterest. 

Schedule the update of your catalogs in advance, ideally 30 minutes after activating the markdowns, and synchronize it with the data refresh in your system. If you have a large catalog or use dynamic templates, consider additional time to ensure proper loading and effectively manage pricing on Black Friday.

Don't forget users who shop several times during the day

Including the conversion pixel in your digital strategy and having it well configured is essential to track user behavior. For example, a strategy applied to your Black Friday campaigns that you could follow is to create campaigns with better segmented audiences, reducing the cost per click (CPC) and improving the return on investment (ROI). 

In addition, moving forward on the day of the event you can use the tracking pixel to analyze user behavior and launch ads that offer complementary or higher-end products related to what they already have in their cart, such as the "Shop by Look", which provides outfit suggestions. Take advantage of these upsell opportunities. 



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