And, do you think that just because you’re a small business owner, your Black Friday Marketing plan can’t\u00a0compete with the box stores like Walmart and eCommerce giants like Amazon, and eBay, so why bother?<\/p>\n
Think again!<\/p>\n
You don’t want to miss a beat, in this post we’ll cover the following:<\/strong><\/h4>\n(clicking will take you right to each section below)<\/p>\n
\n- 2016 Holiday Shopping Projections<\/a><\/strong><\/li>\n<\/ul>\n
\n- When’s the Best Time to Start Your Black Friday Marketing Promotion?<\/a><\/strong> Hint (think again): New\u00a0research shows that marketers are engaging customers at the wrong time<\/strong> with their Black Friday marketing ideas<\/em><\/li>\n<\/ul>\n
\n- Most Important Black Friday Marketing Trend<\/a><\/strong><\/li>\n<\/ul>\n
\n- Email: What is the best day to email Black Friday specials?<\/a><\/strong><\/li>\n<\/ul>\n
\u2192B2C Email Marketing Ideas<\/a><\/p>\n\u2192B2B Email Marketing Ideas<\/a><\/p>\n\n- Black Friday Marketing Ideas, Tips, and Trends for:\n
\n- Nonprofits<\/a><\/li>\n
- Social Media<\/a><\/li>\n
- Twitter<\/a><\/li>\n
- Facebook<\/a><\/li>\n
- Facebook Mobile<\/a><\/li>\n
- Pinterest<\/a><\/li>\n
- Google\u00a0(YouTube, SEO, frictionless shopping)<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/a><\/p>\n<\/span>Holiday Shopping Projections<\/strong><\/span><\/h2>\nAccording to projections by shopping advice site\u00a0BestBlackFriday.com<\/a>, online sales are expected to rise 13.3 percent year over year to a record $3.1 billion on Nov. 25, in contrast\u00a0with a nearly 10 percent decline in Black Friday in-store sales. Additionally, NPD group shows similar data.<\/p>\n![\"Black](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Where-Holiday-Shoppers-will-Shop-939x1024.jpg\")
<\/p>\n
In light of this, a solid online Black Friday marketing plan is a must. However, it’s not that simple.<\/p>\n
In reality, as shoppers look for the perfect gift this season, there’s no one perfect way to reach them.<\/p>\n
While planning your Black Friday marketing plan, ask yourself:<\/p>\n
\n\n\n\n\n- What days result in the greatest engagement?<\/li>\n
- Is email marketing more effective than Facebook?<\/li>\n
- What days are best for posting on social media\u00a0or deploying an email promotion?<\/li>\n<\/ul>\n
<\/p>\n
<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/h1>\n<\/span>When’s the Best Time to Start Your Black Friday Marketing Promotion?<\/span><\/h2>\nAs you work through your Black Friday marketing ideas, an important question to ask is yourself \u00a0is “when will shoppers shop<\/em>?” The research shown in the image below, from ICSC, points to Black Friday as the most popular day for shopping. Likely, this is no huge surprise. On the other hand, some research shows shoppers are starting as early as October!<\/p>\n![\"The](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/2016-Most-Popular-Shopping-Days.jpg\")
<\/p>\n
October might seem like it’s too early. However, for starters, earlier shopping correlates with bigger spending<\/strong>. In fact, twenty-seven percent of heavy spenders (those planning to spend $750 or more) have already started shopping; this drops to 24 percent among midlevel spenders ($300-$749) and 17 percent among low spenders (<$300).<\/p>\n![\"Black](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/What-shoppers-plan-to-buy-1024x370.jpg\")
<\/p>\n
However, new research shows that marketers are engaging customers at the wrong time with their Black Friday marketing ideas. <\/strong><\/p>\nSo, when is the right time? We’ll go into greater detail below.
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>Most Important Black Friday Marketing Trend<\/span><\/h2>\nSurprisingly, in-store mobile usage is up<\/strong>. You will see throughout this guide, research points to the NEED for a great mobile experience <\/strong><\/span>– mobile and shopping go hand in hand (pun intended). Notably, the trend<\/a> shows higher mobile usage than in previous years.<\/p>\n\n- $1 TRILLION<\/strong>\u00a0\u2013 28% of all retail sales were influenced by shopping-related mobile searches.<\/li>\n
- 3% of those who shopped online used smartphones or tablets<\/li>\n<\/ul>\n
The top 5 reasons shoppers will grab their\u00a0mobile device when shopping<\/p>\n
\n- Compare prices<\/li>\n
- Find a discount or coupon<\/li>\n
- Check inventory availability<\/li>\n
- View ratings<\/li>\n
- Take pictures of items<\/li>\n<\/ol>\n
![\"Black](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Holiday-Mobile-Shoppers.jpg\")
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>Importance of Facebook Mobile<\/span><\/h2>\nFacebook mobile<\/a> will play a big part in holiday sales. As a matter of fact,\u00a0mobile shoppers<\/a> and millennials are more likely than the average demographic to use Facebook & Instagram for gift buying research and inspiration.<\/p>\nEvery day millions of people use Facebook to engage with businesses \u2013 look up an address, a menu, customer reviews, comment on a post, send a message or to check in, etc.<\/p>\n
By the same token, according to Venture Beat, over 50% of those people are checking\u00a0these pages only<\/em> from their mobile device<\/strong>. As a result, users are not only interacting with businesses on Facebook mobile but, they\u2019re also discovering new business pages.<\/p>\nA\u00a0survey<\/a> conducted by market research firms Sterling Research and SmithGeiger found that:<\/p>\nTwo-thirds of smartphone users said that a mobile-friendly site made them more likely to buy a company\u2019s product or service. Half of respondents went on to say that even if they like a business, they\u2019ll use its site less often if it doesn\u2019t work well on their smartphone.<\/p><\/blockquote>\n
<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>3 Black Friday Marketing Tips for\u00a0Facebook Mobile<\/span><\/h2>\nIn the light of these massive mobile trends, make\u00a0sure your Facebook mobile site is \u201cup to snuff\u201d by reading the full excerpt from\u00a0Facebook Mobile: 1.5 Billion Reasons It\u2019s Important to Getting it Right<\/a>.<\/p>\nFirst: Understand how your page looks on a mobile device.<\/strong><\/h3>\n\n- Look at how your Facebook Page is rendered on a mobile device<\/li>\n<\/ul>\n
Second: Make sure your customers can find your Facebook mobile site through mobile searches.<\/strong><\/h3>\nMake sure your Facebook Business Page is ready by always keeping it complete and up-to-date<\/a>. Mobile Facebook users can search by<\/p>\n\n- Business name<\/li>\n
- Category<\/li>\n
- Based on their location<\/li>\n<\/ul>\n
Third: Encourage check-ins. They matter!<\/h3>\n
\u2714Encourage customers to check-in on Facebook at your business location because recommendations from mobile user\u2019s friends will also appear first. Having check-in’s serves as an excellent tool for word-of-mouth recommendations.<\/p>\n
\u2714Facebook already promotes mobile users who recommend your page, but it doesn\u2019t hurt to nudge customers a little more by asking for recommendations through signage or a promotional incentive.
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>3 Shopping Trends You Can’t Ignore from Google<\/span><\/h2>\nAccording to Google research<\/a>, when they start their shopping journey, 7 in 10 shoppers are undecided on what to gift. As a marketer, this is an opportunity to help buyers make a quick decision.<\/p>\nWith that said, Google uncovered three trends they are seeing that help shoppers make decisive decisions when finding the perfect gift.<\/p>\n
1.) YouTube Gift Guides<\/h3>\n
On YouTube, gift guides are a popular and growing trend during the holidays.\u00a0An astonishing 70% of these videos are watched on Mobile. In other words, make sure whatever your Black Friday marketing idea is, it needs to be mobile friendly!<\/p>\n
Videos “really” do guide gift buying. For example, in the consumer electronics category, 68% of smartphone shoppers turn to YouTube for ideas about what to buy.<\/strong><\/p>\n![\"Black](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/smartphone-shoppers-youtube-ideas.png\")
<\/p>\n
2.) “The Best” SEO\u00a0Tactic<\/h3>\n
Obviously,\u00a0you need to have a solid SEO strategy<\/a>\u00a0to compete online. Additionally, there\u00a0are an overwhelming number of choices for consumers.\u00a0Deciding what to buy can leave shoppers stressed<\/a>, unhappy<\/a>\u00a0and paralyzed<\/a>.<\/p>\nTo narrow down the options, shoppers look for the “best” gifts. In the top retail categories, searches on Google related to “best” products have grown by more than 50% in the last year.<\/p>\n
Action item:<\/strong><\/em> Create a list (shopping guides, etc.) use, ‘best’ in your SEO title. For example “5 Best Gifts She’ll Love and Appreciate”<\/p>\n![\"Black](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/mobile-searches-best-product-growth-1024x392.png\")
<\/p>\n
And now more than ever, shoppers are relying on product reviews in these “which one’s best” moments<\/a>. Reading reviews is\u00a0one of the top three actions shoppers took while shopping on mobile<\/strong>, up significantly from the previous two years.<\/div>\n3.)\u00a0Frictionless Shopping<\/h3>\nI was a little surprised to learn that shoppers will buy on their smartphones while physically looking at the product in the aisle or on a shelf in a store.<\/div>\n\n43%\u00a0of mobile shoppers in consumer electronics have purchased products on their phones while looking at those products in the store.<\/div>\n<\/blockquote>\nThis purchase flexibility points to convenience and offers multiple ways of buying\u00a0\u2014what marketers call “frictionless shopping<\/a>.” With this in mind, make it as easy as possible to buy something no matter where someone is<\/strong>. According to Google, nearly 7 in 10 people say it’s important that a retailer offers multiple ways purchase a product, such as buying online or picking up in-store.<\/div>\n<\/div>\nAnd when they do buy online, shoppers look for free shipping<\/strong>; it was the promotion that shoppers most used last holiday season, more than coupons or discounts.<\/div>\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>Black Friday Marketing Trends – Email<\/span><\/h2>\nOne of the more popular Black Friday marketing tactics is email. But according to research from Yesmail<\/a>,\u00a0you may be doing it wrong.<\/p>\nThe\u00a0Yesmail\u00a0research shows that one of the worst days to email shoppers during Thanksgiving week is on Black Friday itself<\/strong>, yet the greatest number of Black Friday messages (over a third) were sent day-of.<\/p>\nHere’s a snapshot of the email engagement data from Yesmail’s proprietary Market Intelligence tool<\/a> comparing 2013 and 2014 Black Friday campaigns:<\/p>\n![\"Consistent](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Email-Open-Rates-2014-880x1024.png\")
<\/a><\/p>\nSo, what is the best day to email Black Friday specials?<\/h3>\n
In the light of the research, customers open Black Friday-themed emails early in the week and become less interested in them as the day approaches.<\/p>\n
\u2192Send Black Friday “Teaser Emails” on Sunday, Monday and Tuesday<\/strong><\/span><\/p>\n\u2192Follow-up with great Black Friday “deals” on Black Friday<\/p>\n
<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>24 Black Friday Marketing Ideas for\u00a0Email Promotions<\/strong><\/span><\/h2>\n1 – Holiday Sale<\/h3>\n
Choose a day (or days) to offer exclusive discounts to customers during the holiday season. You can include a coupon in any email you send out for customers to redeem in-store or online.\u00a0 You can also offer daily or weekly specials and promote them to your email list.<\/p>\n
\nOffer something valuable<\/strong><\/span><\/h3>\n<\/blockquote>\n![\"Give](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Offer-Something-Valueable.png\")
<\/a><\/p>\n2 – Free Shipping<\/h3>\n
If you sell products online or let customers place orders over the phone, consider offering a special holiday discount on shipping to encourage customers to shop small.<\/p>\n
You can also create an email to remind customers of any upcoming shipping deadlines to make sure their gifts make it in time for the holidays.<\/p>\n
3 – Holiday Giveaway<\/h3>\n
Giveaways are a fun way to reward your most loyal customers while also generating sales during the holidays. Rather than offering a discount, create a holiday giveaway and promote it to your email list.<\/p>\n
4 – Gift Certificate<\/h3>\n
Send a special offer on gift certificates to loyal customers and encourage them to share it with a friend. Special offers are a great way to generate revenue toward the end of the year, and introduce your business to new customers who will come back and shop with you in 2016.<\/p>\n
5 – Holiday Party Ideas<\/h3>\n
Show customers how you can make their lives easier during the holiday season. Send gift ideas to help them plan for their holiday giving and parties and look for opportunities to highlight how your products or services can fit into their holiday plans.<\/p>\n
\nGive gift ideas<\/strong><\/span><\/h3>\n<\/blockquote>\n![\"Give](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Give-Gift-Ideas1.png\")
<\/a><\/p>\n6\u00a0–\u00a0Email Your Customers With Curated Gift Collections<\/h3>\n
Grouping products by theme is always a useful marketing tactic, and this is especially so\u00a0during the holiday season. People are primed to seek and respond to seasonal messaging – so that Christmas gift collection will grab your customers attention.<\/p>\n
You\u2019ll add value by giving customers a helping hand by providing gift ideas and grouping them by theme, or by price range, making finding the perfect gift easier.<\/p>\n
Remember the Google research trend – gift guides and “best of the best” langue.<\/p>\n
7\u00a0– Create A Sense Of Urgency<\/h3>\n
Time limited offers and deals are a great way to incentivise customers, and email is the ideal way to deliver this kind of promotion. The 3 for 2 range has become a familiar sight on the websites of big retailers but isn\u2019t viable for many. Instead, you might want to try running a similar promotion for a much shorter period of time.\u00a0You could offer free shipping over selected dates, or free gift wrapping on orders made during a specified period.<\/p>\n
8\u00a0– Highlight Last Delivery Days<\/h3>\n
Keeping your customers informed of last delivery days can discourage people from leaving it to the last minute, and it also helps you to manage expectations. These reminders also contribute\u00a0to creating a sense of urgency, as discussed above.<\/p>\n
9\u00a0– Target The Big Shopping Days<\/h3>\n
Don\u2019t forget key seasonal shopping dates, and launch promotions targeted around these dates. Do remember, however, to publicize offers to your email subscribers well in advance, to help drive demand on the day.<\/p>\n
10\u00a0– Send A\u00a0Christmas Day & New Year Greeting<\/h3>\n
Sending an email thanking your customers for their business\u00a0and\u00a0wishing them well, is a great way of fostering positive sentiment, and serves the dual purpose of keeping your brand top of mind.
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>B-to-B Email Marketing Ideas<\/span><\/h2>\nThink Black Friday marketing is just for B-to-C sellers? Think again.<\/p>\n
Even if you\u2019re not a business that sells products or services to consumers, you can still use the holidays to connect with clients and generate new opportunities for your business. We list a few Black Friday marketing ideas for your B2B business.<\/p>\n
1 – Client Appreciation<\/h3>\n
No matter what time of year it is, clients always like to feel appreciated. There are a number of ways you can use email to show your gratitude.<\/p>\n
\nBe sentimental<\/strong><\/span><\/h3>\n<\/blockquote>\n![\"No](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Be-Sentimental.png\")
<\/a>2 – Event<\/h3>\nCelebrate the season with current and potential clients by hosting a holiday event. If you already have an event planned, you can schedule a series of invitation and reminder emails to help drive registration or show your support for the community by sponsoring local events.<\/p>\n
3 – Education<\/h3>\n
December isn\u2019t all about the holidays. Many of your clients will be planning for the New Year and will be looking for advice.<\/p>\n
Think about how you can share your expertise this holiday season. A free eBook, webinar, or training video can make a great gift to your loyal customers.<\/p>\n
4 – Holiday Discount<\/h3>\n
You don\u2019t have to be a business that sells gifts to offer a holiday discount. A special holiday promotion can help you end the year on a high note and reach your 2015 goals. It can also set you up for success if you\u2019re heading into a slower season for your business.<\/p>\n
\nBe creative. Provide a WOW experience.<\/strong><\/span><\/h3>\n<\/blockquote>\n![\"Be](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Provide-A-WOW-Experience.png\")
<\/a><\/p>\n5 – Preview Email<\/h3>\n
Give clients sneak peeks at what you have planned for 2016. Are you introducing new products? Have you grown your staff or expanded your services? Send out an email recapping 2015 and let people know what you have planned for the New Year.
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n<\/span>Black Friday Marketing Ideas Nonprofits Will Love<\/span><\/h2>\n![\"December](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Donate-Now-December-Appeal.png\")
<\/a><\/p>\nDecember is a critical month for nonprofits, especially those who rely on end-of-year giving<\/a> to reach their fundraising goals. Whether you\u2019re in the middle of your December fundraising planning or just want to connect with supporters before the end of the year, email can help.<\/p>\nNonprofits can benefit from these five Black Friday marketing ideas:<\/p>\n
1 – Fundraising Reminder<\/h3>\n
Chances are, your end of year fundraising is already underway. Maybe you participated in #GivingTuesday<\/a> and are already on pace to reach your fundraising goals.<\/p>\nBuild on that success by sending a fundraising email to encourage more people to get involved. Update people on your fundraising goals and give them different options to get involved.<\/p>\n
2 – Thank You Message<\/h3>\n
Don\u2019t miss the chance to say, thank you, to all the people who have contributed to your success in 2015. Send a thank you message to everyone on your email list, or create a personalized thank you message for all the different groups of people that you work with.<\/p>\n
Do you have a list of recurring donors or volunteers who are always there when you need them? Are there businesses or other partners who have shown their support? The personal touch of a thank you email can make people feel appreciated and remind them of how important their support “really” is.<\/p>\n
\nSay thanks<\/strong><\/span><\/h3>\n<\/blockquote>\n![\"Take](\"https:\/\/dlvrit.com\/blog\/wp-content\/uploads\/Say-Thanks.png\")
<\/a><\/p>\n3 – Contest<\/h3>\n
It\u2019s not too late to engage supporters in a new way this holiday season. Last year, the\u00a0Baltimore Humane Society<\/a> ran a holiday photo contest, asking donors to post a selfie with their pets on social media after making a donation.<\/p>\nContests like this are an excellent way to bring your email marketing and social media together and generate valuable word of mouth for your organization.<\/p>\n
Take this example from the Sonoma Valley Education Foundation’s<\/a> Giving Tuesday post raffling off a wine tour and coffee vouchers for your donation:<\/p>\n
- \n
- When’s the Best Time to Start Your Black Friday Marketing Promotion?<\/a><\/strong> Hint (think again): New\u00a0research shows that marketers are engaging customers at the wrong time<\/strong> with their Black Friday marketing ideas<\/em><\/li>\n<\/ul>\n
- \n
- Most Important Black Friday Marketing Trend<\/a><\/strong><\/li>\n<\/ul>\n
- \n
- Email: What is the best day to email Black Friday specials?<\/a><\/strong><\/li>\n<\/ul>\n
\u2192B2C Email Marketing Ideas<\/a><\/p>\n
\u2192B2B Email Marketing Ideas<\/a><\/p>\n
- \n
- Black Friday Marketing Ideas, Tips, and Trends for:\n
- \n
- Nonprofits<\/a><\/li>\n
- Social Media<\/a><\/li>\n
- Twitter<\/a><\/li>\n
- Facebook<\/a><\/li>\n
- Facebook Mobile<\/a><\/li>\n
- Pinterest<\/a><\/li>\n
- Google\u00a0(YouTube, SEO, frictionless shopping)<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
<\/a><\/p>\n
<\/span>Holiday Shopping Projections<\/strong><\/span><\/h2>\n
According to projections by shopping advice site\u00a0BestBlackFriday.com<\/a>, online sales are expected to rise 13.3 percent year over year to a record $3.1 billion on Nov. 25, in contrast\u00a0with a nearly 10 percent decline in Black Friday in-store sales. Additionally, NPD group shows similar data.<\/p>\n
<\/p>\nIn light of this, a solid online Black Friday marketing plan is a must. However, it’s not that simple.<\/p>\n
In reality, as shoppers look for the perfect gift this season, there’s no one perfect way to reach them.<\/p>\n
While planning your Black Friday marketing plan, ask yourself:<\/p>\n
\n\n\n\n- \n
- What days result in the greatest engagement?<\/li>\n
- Is email marketing more effective than Facebook?<\/li>\n
- What days are best for posting on social media\u00a0or deploying an email promotion?<\/li>\n<\/ul>\n
<\/p>\n
<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/h1>\n
<\/span>When’s the Best Time to Start Your Black Friday Marketing Promotion?<\/span><\/h2>\n
As you work through your Black Friday marketing ideas, an important question to ask is yourself \u00a0is “when will shoppers shop<\/em>?” The research shown in the image below, from ICSC, points to Black Friday as the most popular day for shopping. Likely, this is no huge surprise. On the other hand, some research shows shoppers are starting as early as October!<\/p>\n
<\/p>\nOctober might seem like it’s too early. However, for starters, earlier shopping correlates with bigger spending<\/strong>. In fact, twenty-seven percent of heavy spenders (those planning to spend $750 or more) have already started shopping; this drops to 24 percent among midlevel spenders ($300-$749) and 17 percent among low spenders (<$300).<\/p>\n
<\/p>\nHowever, new research shows that marketers are engaging customers at the wrong time with their Black Friday marketing ideas. <\/strong><\/p>\n
So, when is the right time? We’ll go into greater detail below.
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n
<\/span>Most Important Black Friday Marketing Trend<\/span><\/h2>\n
Surprisingly, in-store mobile usage is up<\/strong>. You will see throughout this guide, research points to the NEED for a great mobile experience <\/strong><\/span>– mobile and shopping go hand in hand (pun intended). Notably, the trend<\/a> shows higher mobile usage than in previous years.<\/p>\n
- \n
- $1 TRILLION<\/strong>\u00a0\u2013 28% of all retail sales were influenced by shopping-related mobile searches.<\/li>\n
- 3% of those who shopped online used smartphones or tablets<\/li>\n<\/ul>\n
The top 5 reasons shoppers will grab their\u00a0mobile device when shopping<\/p>\n
- \n
- Compare prices<\/li>\n
- Find a discount or coupon<\/li>\n
- Check inventory availability<\/li>\n
- View ratings<\/li>\n
- Take pictures of items<\/li>\n<\/ol>\n
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n
<\/span>Importance of Facebook Mobile<\/span><\/h2>\n
Facebook mobile<\/a> will play a big part in holiday sales. As a matter of fact,\u00a0mobile shoppers<\/a> and millennials are more likely than the average demographic to use Facebook & Instagram for gift buying research and inspiration.<\/p>\n
Every day millions of people use Facebook to engage with businesses \u2013 look up an address, a menu, customer reviews, comment on a post, send a message or to check in, etc.<\/p>\n
By the same token, according to Venture Beat, over 50% of those people are checking\u00a0these pages only<\/em> from their mobile device<\/strong>. As a result, users are not only interacting with businesses on Facebook mobile but, they\u2019re also discovering new business pages.<\/p>\n
A\u00a0survey<\/a> conducted by market research firms Sterling Research and SmithGeiger found that:<\/p>\n
Two-thirds of smartphone users said that a mobile-friendly site made them more likely to buy a company\u2019s product or service. Half of respondents went on to say that even if they like a business, they\u2019ll use its site less often if it doesn\u2019t work well on their smartphone.<\/p><\/blockquote>\n
<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n
<\/span>3 Black Friday Marketing Tips for\u00a0Facebook Mobile<\/span><\/h2>\n
In the light of these massive mobile trends, make\u00a0sure your Facebook mobile site is \u201cup to snuff\u201d by reading the full excerpt from\u00a0Facebook Mobile: 1.5 Billion Reasons It\u2019s Important to Getting it Right<\/a>.<\/p>\n
First: Understand how your page looks on a mobile device.<\/strong><\/h3>\n
- \n
- Look at how your Facebook Page is rendered on a mobile device<\/li>\n<\/ul>\n
Second: Make sure your customers can find your Facebook mobile site through mobile searches.<\/strong><\/h3>\n
Make sure your Facebook Business Page is ready by always keeping it complete and up-to-date<\/a>. Mobile Facebook users can search by<\/p>\n
- \n
- Business name<\/li>\n
- Category<\/li>\n
- Based on their location<\/li>\n<\/ul>\n
Third: Encourage check-ins. They matter!<\/h3>\n
\u2714Encourage customers to check-in on Facebook at your business location because recommendations from mobile user\u2019s friends will also appear first. Having check-in’s serves as an excellent tool for word-of-mouth recommendations.<\/p>\n
\u2714Facebook already promotes mobile users who recommend your page, but it doesn\u2019t hurt to nudge customers a little more by asking for recommendations through signage or a promotional incentive.
\n<\/a><\/p>\n<\/span>\u2014\u2660 \u2663 \u2665 \u2666\u2014<\/strong><\/span><\/span><\/h1>\n
<\/span>3 Shopping Trends You Can’t Ignore from Google<\/span><\/h2>\n
According to Google research<\/a>, when they start their shopping journey, 7 in 10 shoppers are undecided on what to gift. As a marketer, this is an opportunity to help buyers make a quick decision.<\/p>\n
With that said, Google uncovered three trends they are seeing that help shoppers make decisive decisions when finding the perfect gift.<\/p>\n
1.) YouTube Gift Guides<\/h3>\n
On YouTube, gift guides are a popular and growing trend during the holidays.\u00a0An astonishing 70% of these videos are watched on Mobile. In other words, make sure whatever your Black Friday marketing idea is, it needs to be mobile friendly!<\/p>\n
Videos “really” do guide gift buying. For example, in the consumer electronics category, 68% of smartphone shoppers turn to YouTube for ideas about what to buy.<\/strong><\/p>\n
<\/p>\n2.) “The Best” SEO\u00a0Tactic<\/h3>\n
Obviously,\u00a0you need to have a solid SEO strategy<\/a>\u00a0to compete online. Additionally, there\u00a0are an overwhelming number of choices for consumers.\u00a0Deciding what to buy can leave shoppers stressed<\/a>, unhappy<\/a>\u00a0and paralyzed<\/a>.<\/p>\n
To narrow down the options, shoppers look for the “best” gifts. In the top retail categories, searches on Google related to “best” products have grown by more than 50% in the last year.<\/p>\n
Action item:<\/strong><\/em> Create a list (shopping guides, etc.) use, ‘best’ in your SEO title. For example “5 Best Gifts She’ll Love and Appreciate”<\/p>\n
<\/p>\nAnd now more than ever, shoppers are relying on product reviews in these “which one’s best” moments<\/a>. Reading reviews is\u00a0one of the top three actions shoppers took while shopping on mobile<\/strong>, up significantly from the previous two years.<\/div>\n3.)\u00a0Frictionless Shopping<\/h3>\n
I was a little surprised to learn that shoppers will buy on their smartphones while physically looking at the product in the aisle or on a shelf in a store.<\/div>\n\n
43%\u00a0of mobile shoppers in consumer electronics have purchased products on their phones while looking at those products in the store.<\/div>\n<\/blockquote>\nThis purchase flexibility points to convenience and offers multiple ways of buying\u00a0\u2014what marketers call “frictionless shopping<\/a>.” With this in mind, make it as easy as possible to buy something no matter where someone is<\/strong>. According to Google, nearly 7 in 10 people say it’s important that a retailer offers multiple ways purchase a product, such as buying online or picking up in-store.<\/div>\n<\/div>\nAnd when they do buy online, shoppers look for free shipping<\/strong>; it was the promotion that shoppers most used last holiday season, more than coupons or discounts.<\/div>\n<\/a><\/p>\n
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<\/span>Black Friday Marketing Trends – Email<\/span><\/h2>\n
One of the more popular Black Friday marketing tactics is email. But according to research from Yesmail<\/a>,\u00a0you may be doing it wrong.<\/p>\n
The\u00a0Yesmail\u00a0research shows that one of the worst days to email shoppers during Thanksgiving week is on Black Friday itself<\/strong>, yet the greatest number of Black Friday messages (over a third) were sent day-of.<\/p>\n
Here’s a snapshot of the email engagement data from Yesmail’s proprietary Market Intelligence tool<\/a> comparing 2013 and 2014 Black Friday campaigns:<\/p>\n
<\/a><\/p>\nSo, what is the best day to email Black Friday specials?<\/h3>\n
In the light of the research, customers open Black Friday-themed emails early in the week and become less interested in them as the day approaches.<\/p>\n
\u2192Send Black Friday “Teaser Emails” on Sunday, Monday and Tuesday<\/strong><\/span><\/p>\n
\u2192Follow-up with great Black Friday “deals” on Black Friday<\/p>\n
<\/a><\/p>\n
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<\/span>24 Black Friday Marketing Ideas for\u00a0Email Promotions<\/strong><\/span><\/h2>\n
1 – Holiday Sale<\/h3>\n
Choose a day (or days) to offer exclusive discounts to customers during the holiday season. You can include a coupon in any email you send out for customers to redeem in-store or online.\u00a0 You can also offer daily or weekly specials and promote them to your email list.<\/p>\n
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Offer something valuable<\/strong><\/span><\/h3>\n<\/blockquote>\n
<\/a><\/p>\n2 – Free Shipping<\/h3>\n
If you sell products online or let customers place orders over the phone, consider offering a special holiday discount on shipping to encourage customers to shop small.<\/p>\n
You can also create an email to remind customers of any upcoming shipping deadlines to make sure their gifts make it in time for the holidays.<\/p>\n
3 – Holiday Giveaway<\/h3>\n
Giveaways are a fun way to reward your most loyal customers while also generating sales during the holidays. Rather than offering a discount, create a holiday giveaway and promote it to your email list.<\/p>\n
4 – Gift Certificate<\/h3>\n
Send a special offer on gift certificates to loyal customers and encourage them to share it with a friend. Special offers are a great way to generate revenue toward the end of the year, and introduce your business to new customers who will come back and shop with you in 2016.<\/p>\n
5 – Holiday Party Ideas<\/h3>\n
Show customers how you can make their lives easier during the holiday season. Send gift ideas to help them plan for their holiday giving and parties and look for opportunities to highlight how your products or services can fit into their holiday plans.<\/p>\n
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Give gift ideas<\/strong><\/span><\/h3>\n<\/blockquote>\n
<\/a><\/p>\n6\u00a0–\u00a0Email Your Customers With Curated Gift Collections<\/h3>\n
Grouping products by theme is always a useful marketing tactic, and this is especially so\u00a0during the holiday season. People are primed to seek and respond to seasonal messaging – so that Christmas gift collection will grab your customers attention.<\/p>\n
You\u2019ll add value by giving customers a helping hand by providing gift ideas and grouping them by theme, or by price range, making finding the perfect gift easier.<\/p>\n
Remember the Google research trend – gift guides and “best of the best” langue.<\/p>\n
7\u00a0– Create A Sense Of Urgency<\/h3>\n
Time limited offers and deals are a great way to incentivise customers, and email is the ideal way to deliver this kind of promotion. The 3 for 2 range has become a familiar sight on the websites of big retailers but isn\u2019t viable for many. Instead, you might want to try running a similar promotion for a much shorter period of time.\u00a0You could offer free shipping over selected dates, or free gift wrapping on orders made during a specified period.<\/p>\n
8\u00a0– Highlight Last Delivery Days<\/h3>\n
Keeping your customers informed of last delivery days can discourage people from leaving it to the last minute, and it also helps you to manage expectations. These reminders also contribute\u00a0to creating a sense of urgency, as discussed above.<\/p>\n
9\u00a0– Target The Big Shopping Days<\/h3>\n
Don\u2019t forget key seasonal shopping dates, and launch promotions targeted around these dates. Do remember, however, to publicize offers to your email subscribers well in advance, to help drive demand on the day.<\/p>\n
10\u00a0– Send A\u00a0Christmas Day & New Year Greeting<\/h3>\n
Sending an email thanking your customers for their business\u00a0and\u00a0wishing them well, is a great way of fostering positive sentiment, and serves the dual purpose of keeping your brand top of mind.
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<\/span>B-to-B Email Marketing Ideas<\/span><\/h2>\n
Think Black Friday marketing is just for B-to-C sellers? Think again.<\/p>\n
Even if you\u2019re not a business that sells products or services to consumers, you can still use the holidays to connect with clients and generate new opportunities for your business. We list a few Black Friday marketing ideas for your B2B business.<\/p>\n
1 – Client Appreciation<\/h3>\n
No matter what time of year it is, clients always like to feel appreciated. There are a number of ways you can use email to show your gratitude.<\/p>\n
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Be sentimental<\/strong><\/span><\/h3>\n<\/blockquote>\n
<\/a>2 – Event<\/h3>\nCelebrate the season with current and potential clients by hosting a holiday event. If you already have an event planned, you can schedule a series of invitation and reminder emails to help drive registration or show your support for the community by sponsoring local events.<\/p>\n
3 – Education<\/h3>\n
December isn\u2019t all about the holidays. Many of your clients will be planning for the New Year and will be looking for advice.<\/p>\n
Think about how you can share your expertise this holiday season. A free eBook, webinar, or training video can make a great gift to your loyal customers.<\/p>\n
4 – Holiday Discount<\/h3>\n
You don\u2019t have to be a business that sells gifts to offer a holiday discount. A special holiday promotion can help you end the year on a high note and reach your 2015 goals. It can also set you up for success if you\u2019re heading into a slower season for your business.<\/p>\n
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Be creative. Provide a WOW experience.<\/strong><\/span><\/h3>\n<\/blockquote>\n
<\/a><\/p>\n5 – Preview Email<\/h3>\n
Give clients sneak peeks at what you have planned for 2016. Are you introducing new products? Have you grown your staff or expanded your services? Send out an email recapping 2015 and let people know what you have planned for the New Year.
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<\/span>Black Friday Marketing Ideas Nonprofits Will Love<\/span><\/h2>\n
<\/a><\/p>\nDecember is a critical month for nonprofits, especially those who rely on end-of-year giving<\/a> to reach their fundraising goals. Whether you\u2019re in the middle of your December fundraising planning or just want to connect with supporters before the end of the year, email can help.<\/p>\n
Nonprofits can benefit from these five Black Friday marketing ideas:<\/p>\n
1 – Fundraising Reminder<\/h3>\n
Chances are, your end of year fundraising is already underway. Maybe you participated in #GivingTuesday<\/a> and are already on pace to reach your fundraising goals.<\/p>\n
Build on that success by sending a fundraising email to encourage more people to get involved. Update people on your fundraising goals and give them different options to get involved.<\/p>\n
2 – Thank You Message<\/h3>\n
Don\u2019t miss the chance to say, thank you, to all the people who have contributed to your success in 2015. Send a thank you message to everyone on your email list, or create a personalized thank you message for all the different groups of people that you work with.<\/p>\n
Do you have a list of recurring donors or volunteers who are always there when you need them? Are there businesses or other partners who have shown their support? The personal touch of a thank you email can make people feel appreciated and remind them of how important their support “really” is.<\/p>\n
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Say thanks<\/strong><\/span><\/h3>\n<\/blockquote>\n
<\/a><\/p>\n3 – Contest<\/h3>\n
It\u2019s not too late to engage supporters in a new way this holiday season. Last year, the\u00a0Baltimore Humane Society<\/a> ran a holiday photo contest, asking donors to post a selfie with their pets on social media after making a donation.<\/p>\n
Contests like this are an excellent way to bring your email marketing and social media together and generate valuable word of mouth for your organization.<\/p>\n
Take this example from the Sonoma Valley Education Foundation’s<\/a> Giving Tuesday post raffling off a wine tour and coffee vouchers for your donation:<\/p>\n
- Look at how your Facebook Page is rendered on a mobile device<\/li>\n<\/ul>\n
- 3% of those who shopped online used smartphones or tablets<\/li>\n<\/ul>\n
- $1 TRILLION<\/strong>\u00a0\u2013 28% of all retail sales were influenced by shopping-related mobile searches.<\/li>\n
- Social Media<\/a><\/li>\n
- Nonprofits<\/a><\/li>\n
- Black Friday Marketing Ideas, Tips, and Trends for:\n
- Email: What is the best day to email Black Friday specials?<\/a><\/strong><\/li>\n<\/ul>\n
- Most Important Black Friday Marketing Trend<\/a><\/strong><\/li>\n<\/ul>\n