No matter which side of the fence you are on, below are our top tips for “Keeping it Classy” and maintain a good brand image while pushing promotions in this very “Noisy” and overwhelming shopping period.
Tailor your messaging to your segmented audiences
It should go without saying, but still many brands carry out promotional activities with very little customisation of messaging. In order to increase your conversion rates, as well as show customers you know what each of them is most interested in?—?and you respect their previous interactions with your brand?—?segment your database and tailor your messaging to suit each small customer group.
In order to effectively achieve this, use your customer database to segment after criteria such as previous buying behaviour, product categories which the customer showed interest in or demographic criteria such age / sex / gender. Use these sub-groups to tailor customised Email marketing campaigns to them as well as target social media ads.
Pro tip: You can export these micro-segments of customers into lists which can be imported into Facebook, to target Ads on Social Media. These can highly increase your conversion rate as well as allow you to create “look-alike” audience segments, which are likely to be both interested into your brand, as well as convert to buyers?—?this way optimising your budget spend.
Staying “In Style”?—?Don’t bombard your audience with daily push messages, mainly on Email. Make sure you send your campaigns at the right time and using catchy Subject Lines. Also, instead of sending multiple campaigns in bulk, use features such as A/B Testing for Subject lines and Creatives, as well as the automated “Send to Non-Openers” option which triggers the Email campaign to people who haven’t opened your Email a set number of days after the main deployment.
Use Social Media wisely
Management: Make sure you are consistent across all the platforms your customers are active on, and you post at the right times. Don’t over-post, but rather schedule for the best times, with increased reach and engagement; once?—?maximum twice per day. Make full use of hashtags on Instagram and?—?as a rule of thumb?—?competitions on Social Media are a very effective and fast way to increase engagement and enhance brand virality. Get creative, and with a relatively small budget you can get far!
Paid Advertising: Facebook and Instagram are still the most cost-effective ways to get in front of your target audience. The trick here is to know your audience very well and target effectively?—?not only based on behavioural or demographic criteria, but also on preferred mediums for ad engagement (e.g. Instagram stories vs. Facebook on Desktop) as well as ad delivery hours. A good optimisation here can increase your marketing results by up to 200%, so make sure you handle wisely. If you need a hand, we are now running a 36-hour Campaign Turnaround time for new Black Friday clients, so feel free to reach out for a free chat!
Pro Tip: As Social Media Ads create a digital marketplace, because more and more brands will advertise through the service during this period, the ads cost is very likely to temporarily increase. In order to keep it as low as possible, make sure your ad sets are specific and each ad set creative is tailored to its audience, to increase click-through rate and aid in delivery.
Staying “In Style”?—?remember your potential customers don’t surf Social Media to be sold to. Be empathetic and keep a “Cool” tone of voice, that stands out and engages, coming from a social media mindset. Think about what type of language and visuals you would respond to, if you were your ideal customer. Also, know Videos perform much better than static media, and long copy many times converts better than short messages?—?but of course, consider your niche when applying these tips.
Use alternative advertising platforms
Spotify advertising is an amazing tool to use for Ecommerce as well as brand awareness amongst Millennials?—?and it’s currently one of the best priced platforms due to its newness as an advertising platform. Even though, generally, preparing a Spotify ad requires at least one week for set-up, certain aspects can be speeded up so you can deploy your campaign just in time for Black Friday. We have prepared a special fast-track product which can be delivered in 48 hours to help you capitalize on this great channel?—?and as there are only a few days left to the “big day”?—?if you’d like to find out more, write us at hello@marketiu.com and let’s talk about it today!
Ensure Top-Class Customer Service
With an increase in order numbers, customer service inquiries’ number is very likely to increase. Make sure your in-house?—?or outsourced?—?team is ready to tackle this and maintain a high degree of post-purchase satisfaction.
Pro Tip: Use Black Friday as an opportunity to increase your online reputation by implementing post-purchase rating and review automated Email campaigns, and direct customers to the platform relevant to your niche?—?TrustPilot or Google, for example.
Final Note:
If you are like most brands, you are probably looking to increase your budget spend on Google Search Advertising. While this is a good-to-have element of an integrated marketing campaign, if your budget is limited handle this with care. During this time, bids for keywords will massively increase?—?mainly on the broad keywords. Unless you are sure that traffic converts, don’t overspend on Google and instead invest your budget in other channels such as Social Media or?—?for example?—?Spotify. Also, choose longer-tail and more specific keywords at least during this promotions week, to drive more specific traffic and minimise cost-per-click.
About us…
At Marketiu, we help you get to the edge and maximise your Digital Marketing returns as well as exponentially grow your business by combining latest Strategic Industry Know-how with intelligent Marketing Execution, Automation & Personalisation tools & Tactics on all required channels.
We have obtained continuous success through Marketing channels integration and optimisation, great scheduling and on-spot control. We offer top-class tailored Marketing Consultancy, Social Media & Cross-channel Digital Advertising Services as well as All-round Digital Production, and have worked with brands ranging from Luxury Goods to Financial Services and Entertainment supporting their growth. We’d be happy to answer any questions you might have too!
Think we can help further? Get in touch @ hello@marketiu.com for a free Marketing Audit and Consultancy session, and let’s prepare the ground for setting your business on a rising Profit Curve!
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