Podcasts

How to Prepare For Your Best Black Friday Ever with Gilbert Kumpukwe | Ep #19

By September 25, 2020 No Comments

Black Friday is one of the biggest days of the year, especially if you are an eCommerce business owner! That is why, in this episode of the Marketing Fix Show, I sat down with Gilbert Kampukwe to discuss how SMEs can prepare their businesses for the most successful Black Friday yet!

Where should you start?

 

The first thing you need to focus on is growing your database!

There are two ways that you can approach growing your database, namely: unpaid or paid strategies.

The Unpaid Strategy:

 

When people visit your website, you want to do something that will interrupt their browsing and allow them to join your email list so that they don’t miss out on your Black Friday deals.

One way to do this would be adding a separate tab with a live countdown to the products that will be available on Black Friday, and you can entice them by hiding the products and only revealing them when the countdown ends.

Another strategy would be tapping into your current database.

In your database, you will have three types of customers.

The loyal customers- who purchase your products quite frequently (weekly/monthly), the inbetweeners- who purchase your product, but not that frequently (every 2-4 months), and the relapsed customers- who most likely made one purchase and never again.

For each of these groups, you want to have specific retargeting messages to get them excited for your Black Friday Sale.

Together with this, you could offer rewards in the form of a point system.

A point system is a way for you to show your customers you want to be able to give back in some way.

It is then up to you to decide on what kind of reward you can offer them according to how many points they have accumulated.

Moreover, you can run competitions where the winner could pick an item off your website for free!

Do whatever you can to show your customers something jaw-dropping for Black Friday. Practice building anticipation in your direct network.

Loyal Customers:

 

For your loyal customers, you want to offer them an exclusive deal as a thank you for continuously making purchases.

An example of this would be early access to your Black Friday deals.

The Inbetweeners:

 

For this group of customers, you want to reactivate them and get them excited to spend. You can reactivate these customers by offering them a small, additional discount.

Relapsed Customers:

 

When you reach out to these customers, you want to do it in such a way that will make them feel like they are missing out.

For example, entice them with new stock or offerings.

We advise that you do segment your users so that you can avoid blasting emails to your entire database and getting flagged as spam.

You can make use of email marketing tools such as MailChimp to make this process easier; this way you can see which of your customers have engaged with your last five email campaigns and label them as your active/loyal customers.

For those that fall into the third group, remember that you need something attractive to bring them back, so unless you have such a deal, do not email them until you do.

Relapsed Customers:

 

When you reach out to these customers, you want to do it in such a way that will make them feel like they are missing out.

For example, entice them with new stock or offerings.

We advise that you do segment your users so that you can avoid blasting emails to your entire database and getting flagged as spam.

You can make use of email marketing tools such as MailChimp to make this process easier; this way you can see which of your customers have engaged with your last five email campaigns and label them as your active/loyal customers.

For those that fall into the third group, remember that you need something attractive to bring them back, so unless you have such a deal, do not email them until you do.

The Paid Strategy:

 

The focus here is wanting to drive more traffic to your website so you can capture more visitors.

Traffic can come from any social media platform, but we want to focus on Facebook ads for this one.

As we approach Black Friday, prices for ad campaigns begin to rise.

The solution to avoiding this is pre-advertising.

Start running campaigns on Facebook and target people that are not only interested in deals of any kind, but also have an interest in your product.

That way, you can drive traffic to your website and capture new customers on your database.

The Facebook pixel allows you to target people who have shown interest in your brand either by visiting your site in the last six months or engaged with your Facebook page.

You want to make the most of this information because now you have a group of people who are already familiar with your product.

You can also use this data as an opportunity for cross-sales and up-sales.

So, instead of trying to sell repeats of the same product to the same person, sell accessories to that product.

We suggest you do a Google search for product catalogue ads and all the capabilities around it, then, if you need advice, reach out.

Issues Online Stores Face During Black Friday:

 

  • Make sure your website can handle the amount of traffic you might receive! Speak to your service providers and do what you need to do to optimise your site.
  • Do a Google mobile-friendly check to ensure your site is compatible across all devices!
  • Improve your speed. In essence, do all necessary technical optimisations.

Reasons People Abandon Their Carts:

 

Around 70% of people abandon their carts before checkout.

Also, 80% of people are emotional buyers, and the higher the ticket item, the more logical that decision becomes.

As a result, recognise that most people are emotional buyers, and you should create a message that speaks to them on an emotional level.

Delivery fees are one of the things that makes the most significant difference between whether a customer proceeds to checkout.

If you have a free delivery option, make sure to mention that when you send a follow-up email.

Ensure that you send 3-4 emails as a follow up because this is 3-4 times more effective.

Other barriers you may face are credibility and payment options. Gain trust and credibility by adding testimonials to your emails.

For those who do have a brick and water store, consider a BOPIS option.

BOPIS is an acronym for “Buy Online, Pick-Up In-Store.”

Adding a BOPIS option allows customers to pick up their orders, instead of having to deal with delays in shipping during this time.

Concluding Tips for SMEs:

 

  • People will have questions about your products, so consider including ChatBots or chat solutions that can aid in any queries customers may have.
  • Make sure your contact number and email address are visible on your website! Many people still have reservations when it comes to shopping online, and you don’t want to look like a scam site.
  • Don’t beat yourself up if you have a great Black Friday and then slump in December or January. Remember, people have spent their money and then become more conscientious. However, if you followed all our guidelines and had a bad Black Friday experience, consider that maybe people do not have a need or want for your product.
Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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