Turning Black Friday into a brand-building opportunity
Turning Black Friday into a brand-building opportunity
Turning Black Friday into a brand-building opportunity
CRM 101
Black Friday presents a massive opportunity to attract both new and loyal customers, but it takes more than discounts to stand out. Today’s shoppers are looking for quality, experiences and brands that reflect their values. With a thoughtful strategy focused on customer experience, SEO and technical preparation you can create a Black Friday campaign that drives sales and strengthens your brand for the long term. Here are our top tips to build a valuable and memorable Black Friday offer.
Focus on SEO and driving website traffic
To drive lasting traffic, focus on SEO with a long-term mindset. Start by creating dedicated landing pages that incorporate popular Black Friday and product related keywords. This will help your site appear in relevant searches as customers start planning their purchases. You can also publish blog posts or guides that highlight the unique benefits of your products, giving potential customers inspiration and reasons to explore further. With a strong SEO strategy in place, you'll be in a good position to capture the interest of shoppers actively looking for Black Friday deals online.
Do: Use keywords and optimized pages to drive organic traffic.
Don’t: Rely solely on paid ads or last-minute tactics to reach new customers.
Create value instead of just cutting prices
Think about what your customers truly value, like quality, sustainability and long-lasting function. By highlighting these aspects and showing why your products are worth the investment you can strengthen your brand and build a more loyal customer base. Customers often want something unique and meaningful, not just the lowest price.
Do: Emphasize your product's value and create offers that enhance your brand.
Don’t: Avoid focusing only on discounts, which can weaken your brand’s image.
Engage customers through memorable experiences
Build customer loyalty by creating unique and memorable experiences that go beyond just transactions. Offer virtual or in-person events, such as exclusive product launches or live Q&A sessions, to make customers feel more connected to your brand. These kinds of experiences not only showcase your products but also give customers a chance to interact directly with your brand on a more personal level. When customers feel included, valued and engaged they’re more likely to develop a sense of loyalty and return for future purchases.
Do: Create events and experiences that strengthen customer relationships.
Don’t: Don’t let Black Friday become purely transactional, invest in experiences that build engagement.
Don’t forget email marketing
Use email marketing as a powerful tool to build anticipation for your campaign and drive traffic to your website. Start by crafting engaging subject lines that grab attention and spark curiosity, as this is often the first thing customers will see. Adding a personal touch, such as addressing the recipient by name or referencing past interactions, can make emails feel more tailored and relevant, increasing the likelihood of engagement.
Clear call to actions (CTAs) are essential in guiding readers toward your site, so ensure that these are direct and easy to find within the email. Consider offering exclusive previews, early access or special deals that make opening the email feel valuable.
Tailoring your content to different segments of your audience allows you to connect on a more personalized level and keeps your emails from feeling like generic mass messages. By focusing on offering real value in each message, whether through product information, special offers or insights that matter to your audience. You can help your emails stand out in crowded inboxes and ultimately drive higher open rates and more traffic to your site.
Do: Use personalized emails to create interest and drive traffic.
Don’t: Avoid sending generic, mass emails that may get lost in the mix.
Use UTM tags to track sources
Ensuring that all links in your campaign include UTM tags is essential for tracking the performance of each channel and understanding your marketing impact. UTM tags are small snippets of text added to the end of your URLs, which allow analytics platforms, like Google Analytics, to identify and separate traffic sources.By adding UTM tags to links shared across email, social media and other channels. You can gain valuable insights into which specific sources, mediums and campaigns are driving the most traffic and conversions.
For instance, if you’re running a Black Friday campaign, UTM tags can show precisely how many visitors arrived on your website from a particular Instagram post, LinkedIn ad or newsletter email. This granular level of tracking is crucial for optimizing your budget and identifying high-performing channels. If certain platforms consistently drive traffic and sales, you’ll know to invest more in those areas, while underperforming sources may signal a need for adjustment in strategy or messaging.
Having clear, organized tracking in place allows you to see what works and what doesn’t, enabling you to make data-driven decisions for future campaigns. By analyzing metrics like click-through rates, conversions and the journey customers take after clicking on a link, you can fine-tune your marketing efforts and improve overall campaign effectiveness. In a competitive landscape, UTM-tagged links give you the clarity needed to allocate resources wisely and continuously enhance the customer experience.
Do: Use UTM tags to track and analyze traffic sources.
Don’t: Don’t publish links without tracking, as this makes it harder to assess the campaign’s success.
Optimize your website for a seamless customer experience
Technical optimization is a crucial component of a successful Black Friday campaign. By adding UTM tags to links shared across email, social media and other channels. You can gain valuable insights into which specific sources, mediums and campaigns are driving the most traffic and conversions.
Start with website speed, as even a few seconds of delay in loading time can lead to significant customer drop-off. Optimize image sizes, leverage caching and ensure that code is streamlined to reduce load times. A fast website not only improves user experience but also positively affects your site’s SEO, making it more likely to appear in top search results when customers are actively looking for Black Friday deals.
Mobile-friendliness is another critical factor. With an increasing number of shoppers browsing and purchasing via mobile devices, your site should offer a seamless experience on any screen size. Make sure that buttons are easy to click, text is readable without zooming and all elements adjust smoothly to smaller screens. Mobile optimization also means optimizing for touch interactions, ensuring that forms are easy to fill out and providing mobile payment options that simplify the checkout process.
User-friendliness extends beyond technical performance to how easy it is for customers to navigate your site and find what they’re looking for. Clear menus, accessible search bars and logically organized product categories can make browsing smoother and less frustrating. Consider also implementing a simplified checkout process to reduce cart abandonment. If possible, allow for guest checkout options and minimize the number of steps required to complete a purchase. Customers appreciate a fast, hassle-free process, especially on a high-stakes shopping day.
Moreover, ensure your website can handle a surge in traffic. Black Friday often brings a significant spike in visitors, so testing your server capacity and load handling can prevent potential downtime. Nothing frustrates customers more than a website that crashes during a sale, so prepare in advance by working with your hosting provider to assess and increase server capacity as needed.
Finally, don’t overlook security. Customers are more likely to trust and complete purchases on sites that prioritize data protection. Use HTTPS, display trust badges and ensure payment gateways are encrypted to give customers peace of mind as they shop. Implementing these technical optimizations not only boosts your Black Friday sales but also enhances customer trust, making them more likely to return after the holiday shopping season.
Do: Ensure your site is mobile-optimized and designed for easy purchases.
Don’t: Don’t let technical issues get in the way of a smooth customer experience.
Use Black Friday as a moment to strengthen your brand by focusing on value, memorable customer experiences, and a seamless journey across every touchpoint. With a well-rounded approach to SEO, customer engagement and technical readiness you’ll attract loyal customers who stay connected to your brand well beyond the Black Friday rush.
CRM 101
Black Friday presents a massive opportunity to attract both new and loyal customers, but it takes more than discounts to stand out. Today’s shoppers are looking for quality, experiences and brands that reflect their values. With a thoughtful strategy focused on customer experience, SEO and technical preparation you can create a Black Friday campaign that drives sales and strengthens your brand for the long term. Here are our top tips to build a valuable and memorable Black Friday offer.
Focus on SEO and driving website traffic
To drive lasting traffic, focus on SEO with a long-term mindset. Start by creating dedicated landing pages that incorporate popular Black Friday and product related keywords. This will help your site appear in relevant searches as customers start planning their purchases. You can also publish blog posts or guides that highlight the unique benefits of your products, giving potential customers inspiration and reasons to explore further. With a strong SEO strategy in place, you'll be in a good position to capture the interest of shoppers actively looking for Black Friday deals online.
Do: Use keywords and optimized pages to drive organic traffic.
Don’t: Rely solely on paid ads or last-minute tactics to reach new customers.
Create value instead of just cutting prices
Think about what your customers truly value, like quality, sustainability and long-lasting function. By highlighting these aspects and showing why your products are worth the investment you can strengthen your brand and build a more loyal customer base. Customers often want something unique and meaningful, not just the lowest price.
Do: Emphasize your product's value and create offers that enhance your brand.
Don’t: Avoid focusing only on discounts, which can weaken your brand’s image.
Engage customers through memorable experiences
Build customer loyalty by creating unique and memorable experiences that go beyond just transactions. Offer virtual or in-person events, such as exclusive product launches or live Q&A sessions, to make customers feel more connected to your brand. These kinds of experiences not only showcase your products but also give customers a chance to interact directly with your brand on a more personal level. When customers feel included, valued and engaged they’re more likely to develop a sense of loyalty and return for future purchases.
Do: Create events and experiences that strengthen customer relationships.
Don’t: Don’t let Black Friday become purely transactional, invest in experiences that build engagement.
Don’t forget email marketing
Use email marketing as a powerful tool to build anticipation for your campaign and drive traffic to your website. Start by crafting engaging subject lines that grab attention and spark curiosity, as this is often the first thing customers will see. Adding a personal touch, such as addressing the recipient by name or referencing past interactions, can make emails feel more tailored and relevant, increasing the likelihood of engagement.
Clear call to actions (CTAs) are essential in guiding readers toward your site, so ensure that these are direct and easy to find within the email. Consider offering exclusive previews, early access or special deals that make opening the email feel valuable.
Tailoring your content to different segments of your audience allows you to connect on a more personalized level and keeps your emails from feeling like generic mass messages. By focusing on offering real value in each message, whether through product information, special offers or insights that matter to your audience. You can help your emails stand out in crowded inboxes and ultimately drive higher open rates and more traffic to your site.
Do: Use personalized emails to create interest and drive traffic.
Don’t: Avoid sending generic, mass emails that may get lost in the mix.
Use UTM tags to track sources
Ensuring that all links in your campaign include UTM tags is essential for tracking the performance of each channel and understanding your marketing impact. UTM tags are small snippets of text added to the end of your URLs, which allow analytics platforms, like Google Analytics, to identify and separate traffic sources.By adding UTM tags to links shared across email, social media and other channels. You can gain valuable insights into which specific sources, mediums and campaigns are driving the most traffic and conversions.
For instance, if you’re running a Black Friday campaign, UTM tags can show precisely how many visitors arrived on your website from a particular Instagram post, LinkedIn ad or newsletter email. This granular level of tracking is crucial for optimizing your budget and identifying high-performing channels. If certain platforms consistently drive traffic and sales, you’ll know to invest more in those areas, while underperforming sources may signal a need for adjustment in strategy or messaging.
Having clear, organized tracking in place allows you to see what works and what doesn’t, enabling you to make data-driven decisions for future campaigns. By analyzing metrics like click-through rates, conversions and the journey customers take after clicking on a link, you can fine-tune your marketing efforts and improve overall campaign effectiveness. In a competitive landscape, UTM-tagged links give you the clarity needed to allocate resources wisely and continuously enhance the customer experience.
Do: Use UTM tags to track and analyze traffic sources.
Don’t: Don’t publish links without tracking, as this makes it harder to assess the campaign’s success.
Optimize your website for a seamless customer experience
Technical optimization is a crucial component of a successful Black Friday campaign. By adding UTM tags to links shared across email, social media and other channels. You can gain valuable insights into which specific sources, mediums and campaigns are driving the most traffic and conversions.
Start with website speed, as even a few seconds of delay in loading time can lead to significant customer drop-off. Optimize image sizes, leverage caching and ensure that code is streamlined to reduce load times. A fast website not only improves user experience but also positively affects your site’s SEO, making it more likely to appear in top search results when customers are actively looking for Black Friday deals.
Mobile-friendliness is another critical factor. With an increasing number of shoppers browsing and purchasing via mobile devices, your site should offer a seamless experience on any screen size. Make sure that buttons are easy to click, text is readable without zooming and all elements adjust smoothly to smaller screens. Mobile optimization also means optimizing for touch interactions, ensuring that forms are easy to fill out and providing mobile payment options that simplify the checkout process.
User-friendliness extends beyond technical performance to how easy it is for customers to navigate your site and find what they’re looking for. Clear menus, accessible search bars and logically organized product categories can make browsing smoother and less frustrating. Consider also implementing a simplified checkout process to reduce cart abandonment. If possible, allow for guest checkout options and minimize the number of steps required to complete a purchase. Customers appreciate a fast, hassle-free process, especially on a high-stakes shopping day.
Moreover, ensure your website can handle a surge in traffic. Black Friday often brings a significant spike in visitors, so testing your server capacity and load handling can prevent potential downtime. Nothing frustrates customers more than a website that crashes during a sale, so prepare in advance by working with your hosting provider to assess and increase server capacity as needed.
Finally, don’t overlook security. Customers are more likely to trust and complete purchases on sites that prioritize data protection. Use HTTPS, display trust badges and ensure payment gateways are encrypted to give customers peace of mind as they shop. Implementing these technical optimizations not only boosts your Black Friday sales but also enhances customer trust, making them more likely to return after the holiday shopping season.
Do: Ensure your site is mobile-optimized and designed for easy purchases.
Don’t: Don’t let technical issues get in the way of a smooth customer experience.
Use Black Friday as a moment to strengthen your brand by focusing on value, memorable customer experiences, and a seamless journey across every touchpoint. With a well-rounded approach to SEO, customer engagement and technical readiness you’ll attract loyal customers who stay connected to your brand well beyond the Black Friday rush.
CRM 101
Black Friday presents a massive opportunity to attract both new and loyal customers, but it takes more than discounts to stand out. Today’s shoppers are looking for quality, experiences and brands that reflect their values. With a thoughtful strategy focused on customer experience, SEO and technical preparation you can create a Black Friday campaign that drives sales and strengthens your brand for the long term. Here are our top tips to build a valuable and memorable Black Friday offer.
Focus on SEO and driving website traffic
To drive lasting traffic, focus on SEO with a long-term mindset. Start by creating dedicated landing pages that incorporate popular Black Friday and product related keywords. This will help your site appear in relevant searches as customers start planning their purchases. You can also publish blog posts or guides that highlight the unique benefits of your products, giving potential customers inspiration and reasons to explore further. With a strong SEO strategy in place, you'll be in a good position to capture the interest of shoppers actively looking for Black Friday deals online.
Do: Use keywords and optimized pages to drive organic traffic.
Don’t: Rely solely on paid ads or last-minute tactics to reach new customers.
Create value instead of just cutting prices
Think about what your customers truly value, like quality, sustainability and long-lasting function. By highlighting these aspects and showing why your products are worth the investment you can strengthen your brand and build a more loyal customer base. Customers often want something unique and meaningful, not just the lowest price.
Do: Emphasize your product's value and create offers that enhance your brand.
Don’t: Avoid focusing only on discounts, which can weaken your brand’s image.
Engage customers through memorable experiences
Build customer loyalty by creating unique and memorable experiences that go beyond just transactions. Offer virtual or in-person events, such as exclusive product launches or live Q&A sessions, to make customers feel more connected to your brand. These kinds of experiences not only showcase your products but also give customers a chance to interact directly with your brand on a more personal level. When customers feel included, valued and engaged they’re more likely to develop a sense of loyalty and return for future purchases.
Do: Create events and experiences that strengthen customer relationships.
Don’t: Don’t let Black Friday become purely transactional, invest in experiences that build engagement.
Don’t forget email marketing
Use email marketing as a powerful tool to build anticipation for your campaign and drive traffic to your website. Start by crafting engaging subject lines that grab attention and spark curiosity, as this is often the first thing customers will see. Adding a personal touch, such as addressing the recipient by name or referencing past interactions, can make emails feel more tailored and relevant, increasing the likelihood of engagement.
Clear call to actions (CTAs) are essential in guiding readers toward your site, so ensure that these are direct and easy to find within the email. Consider offering exclusive previews, early access or special deals that make opening the email feel valuable.
Tailoring your content to different segments of your audience allows you to connect on a more personalized level and keeps your emails from feeling like generic mass messages. By focusing on offering real value in each message, whether through product information, special offers or insights that matter to your audience. You can help your emails stand out in crowded inboxes and ultimately drive higher open rates and more traffic to your site.
Do: Use personalized emails to create interest and drive traffic.
Don’t: Avoid sending generic, mass emails that may get lost in the mix.
Use UTM tags to track sources
Ensuring that all links in your campaign include UTM tags is essential for tracking the performance of each channel and understanding your marketing impact. UTM tags are small snippets of text added to the end of your URLs, which allow analytics platforms, like Google Analytics, to identify and separate traffic sources.By adding UTM tags to links shared across email, social media and other channels. You can gain valuable insights into which specific sources, mediums and campaigns are driving the most traffic and conversions.
For instance, if you’re running a Black Friday campaign, UTM tags can show precisely how many visitors arrived on your website from a particular Instagram post, LinkedIn ad or newsletter email. This granular level of tracking is crucial for optimizing your budget and identifying high-performing channels. If certain platforms consistently drive traffic and sales, you’ll know to invest more in those areas, while underperforming sources may signal a need for adjustment in strategy or messaging.
Having clear, organized tracking in place allows you to see what works and what doesn’t, enabling you to make data-driven decisions for future campaigns. By analyzing metrics like click-through rates, conversions and the journey customers take after clicking on a link, you can fine-tune your marketing efforts and improve overall campaign effectiveness. In a competitive landscape, UTM-tagged links give you the clarity needed to allocate resources wisely and continuously enhance the customer experience.
Do: Use UTM tags to track and analyze traffic sources.
Don’t: Don’t publish links without tracking, as this makes it harder to assess the campaign’s success.
Optimize your website for a seamless customer experience
Technical optimization is a crucial component of a successful Black Friday campaign. By adding UTM tags to links shared across email, social media and other channels. You can gain valuable insights into which specific sources, mediums and campaigns are driving the most traffic and conversions.
Start with website speed, as even a few seconds of delay in loading time can lead to significant customer drop-off. Optimize image sizes, leverage caching and ensure that code is streamlined to reduce load times. A fast website not only improves user experience but also positively affects your site’s SEO, making it more likely to appear in top search results when customers are actively looking for Black Friday deals.
Mobile-friendliness is another critical factor. With an increasing number of shoppers browsing and purchasing via mobile devices, your site should offer a seamless experience on any screen size. Make sure that buttons are easy to click, text is readable without zooming and all elements adjust smoothly to smaller screens. Mobile optimization also means optimizing for touch interactions, ensuring that forms are easy to fill out and providing mobile payment options that simplify the checkout process.
User-friendliness extends beyond technical performance to how easy it is for customers to navigate your site and find what they’re looking for. Clear menus, accessible search bars and logically organized product categories can make browsing smoother and less frustrating. Consider also implementing a simplified checkout process to reduce cart abandonment. If possible, allow for guest checkout options and minimize the number of steps required to complete a purchase. Customers appreciate a fast, hassle-free process, especially on a high-stakes shopping day.
Moreover, ensure your website can handle a surge in traffic. Black Friday often brings a significant spike in visitors, so testing your server capacity and load handling can prevent potential downtime. Nothing frustrates customers more than a website that crashes during a sale, so prepare in advance by working with your hosting provider to assess and increase server capacity as needed.
Finally, don’t overlook security. Customers are more likely to trust and complete purchases on sites that prioritize data protection. Use HTTPS, display trust badges and ensure payment gateways are encrypted to give customers peace of mind as they shop. Implementing these technical optimizations not only boosts your Black Friday sales but also enhances customer trust, making them more likely to return after the holiday shopping season.
Do: Ensure your site is mobile-optimized and designed for easy purchases.
Don’t: Don’t let technical issues get in the way of a smooth customer experience.
Use Black Friday as a moment to strengthen your brand by focusing on value, memorable customer experiences, and a seamless journey across every touchpoint. With a well-rounded approach to SEO, customer engagement and technical readiness you’ll attract loyal customers who stay connected to your brand well beyond the Black Friday rush.
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SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2024
SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2024
SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2024
SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2024