A Guide to Navigating Black Friday & Cyber Monday Part 1
Holiday season is a busy time for ecommerce. More and more people are turning to online shopping. Less people are willing to face the big crowds and long lines. This gives businesses like yours a unique opportunity to capitalize on. Throughout this guide, Wayne, Alison, and Josh will share their thoughts on commonly asked questions. You will get tips and tricks to help your business to navigate through this busy season.
Wayne is the Director of Business Development at Optasy, a web development company. Alison is the Marketing Coordinator at Alpha Hosting. Josh Ward is the General Manager at Alpha Hosting. Each brings unique experiences and ideas to help your business be successful.
What is the best way for small-medium sized businesses to capitalize on Black Friday and Cyber Monday?
WT: To prepare for the 2020 Black Friday, marketers need to examine their online customer experience with a fine-toothed comb and test and retest their user experiences by channel. They will need to focus their effort on what channels are trending up, and what is trending down. And adjust their strategy accordingly.
AM: Black Friday and Cyber Monday bring a lot of new traffic online. With the holidays approaching, people are shopping online and looking for the best deals. Big businesses tend to get big results on these days in and out of stores. Oftentimes, small/medium sized businesses try to compete with these big box stores, but don’t get the same results. Instead of trying to compete with these businesses you should play to the strengths of your business and start advertising early.
Each business has unique strengths and weaknesses. At Alpha Hosting, we pride ourselves on getting to know our customers. We can use this unique selling point on our ads to make us stand out from the competition. A lot of our other strengths include our robust packages, free add-ons, and the ability to upgrade and downgrade anytime, these are harder to advertise because they tend to be lengthy. Instead of trying to fit all of that on an ad, pick one specific point to focus on, or drive traffic to a web page that explains all of that. You can do that by promoting a unique promo, product, or service. Do your research, and find out what makes your business stand out.
Getting the word out about your business can be hard especially when your competitors have bigger budgets. If you start advertising your sales earlier with a count down or black friday preview sale, the space won’t be so crowded with everyone promoting black friday. Post on social, send emails, put an ad on your site, and let people know that you have an awesome sale.
JW: Ideally you’ve been building a list of clients, potential clients, people who like your brand/story, followers, etc. over the previous part of the year. If you haven’t it’s never too late to start. Especially when it comes to leveraging social media. Just start posting. If you need a little help ramping up your posting volume this post from Gary Vaynerchuk can be extremely helpful – https://www.garyvaynerchuk.com/how-to-create-64-pieces-of-content-in-a-day/
Also, make sure not to neglect those that have already purchased something from you. Start getting them excited about your BF/CM sale now. Ask them to leverage their social networks to extend your reach.
The closer we get to Thanksgiving the louder the noise surrounding BF/CM will be. It’s important you don’t wait until that week to start talking about this. There should be a ramping up of content around BF/CM so your audience knows to be looking for your sale. It will help you stand out as things get busier later.
We can help!
Prepping for BF/CM can be overwhelming. I believe strongly you’re the best person to champion your brand. When it comes to the technical stuff, the things outside your wheelhouse, it’s never a bad idea to ask for help. Optasy and Alpha Hosting would love to chat with you about where you’re at heading into this holiday season. We can expand more on what we’ve talking about here and give you guidance on all things development and web hosting. We’re here to help you get the most out of BF/CM. Email [email protected] to setup a meeting.