Black Friday is a HUGE opportunity for sellers and retailers, particularly if you are a physical store, but that doesn’t mean that it won’t get you a flood of traffic filled with potential buyers, and hopefully, if you do this right, return customers.
This time of the year is your chance to rope in some new prospects who want nothing more than to whip out their credit cards while justifying their spending on the holiday season. Get you some of that!
I’m gonna go over a few points that will help you get ready to market to your customers in a way that they will look forward to seeing what you have to offer, and buying more of it while they're at it.
Pay attention, don’t be afraid to implement some cool new ideas, and let’s get you crushing it with sales from Black Friday all the way through Cyber Monday!
1.) Don’t slack on utilizing social media.
There are a ton of different ways to use social media when reaching out to your customers and getting them to click through to your products and storefronts. There are so many outlets in which you can push your best items to your best customers; Facebook, Instagram, Pinterest, Youtube, Twitter, LinkedIn, etc.
If you’re not using everything you have available, you’re leaving a lot of potential sales on the table. Diversifying your ad platforms allows you to open up the floodgates and reach a whole new group within your niche... on EVERY SINGLE PLATFORM. I cannot stress enough how important utilizing every angle is when trying to attract new customers.
2.) Make it a party for your customers.
Don’t give me that look. Who doesn’t like a good party?! It’s the holidays, so what better way to get people to buy stuff than to give them free stuff or discounts? I know I know, you have your product pricing all worked out, nice and neat on a spreadsheet and you “can’t afford to offer any money off”.
Well let me tell you a little secret that’s been passed down from generation to generation, marketer to marketer: when you go to the store and the holiday pricing is marked down 50% from it’s original price, do you ever wonder how the “original price” was decided in the first place?
The special holiday pricing was the price they always planned to sell it at; either they marked it up for a while and ate a bit of profit to sweeten the deal around the holidays, or the original price IS the holiday price.
The beauty of running your own online store is that YOU and you alone decide what your products are worth, and what you want people to pay for them—make them an offer they can’t refuse.
3.) Team up with others in your niche.
I’m well aware that everyone is your enemy and it’s a very take-no-prisoners industry, but that doesn’t always have to be the case. The friends of my enemy is my friend... or something like that. I’m confident that’s not how that goes.
My point is that we are in the game of growing our businesses and making money, and the best way to do both of those is to acquire new customers and keep them happy.
One super easy and effective way that I’ve learned to do this is to leverage those in my niche with a massive following and not much of their own products to sell. There’s a reason Instagram influencers and Facebook pages create these huge followings based around their personal brand and not physical products.
They get paid to do exactly what I’m about to tell you to do. They look forward to people like you and I getting a hold of them and asking if they want to make some holiday money. How do you do this? Exactly like this:
- Search a hashtag on Instagram in your niche.
- Find a post with a lot of engagement.
- Message the page owner of that post.
- Tell them you would like to pay them to promote a product.
- Shake hands, kiss, hug, whatever the terms you decide on are.
Then make each other money with your kickass products and their huge following.
4.) Bundle and link products to each other.
It is so much easier, and cheaper to get someone to buy more of something than it is to get someone to buy it initially. Upsells and cross-sells have been the deciding factor for successful business since the cowboys in the wild west hawked their cough serum made from dirt and sunflower seeds.
Offering products that are similar or work together with another that you’re promoting will increase your revenue while satisfying your customers’ lust for more things. It also gives you the ability to more thoroughly test other products you may want to run ads to at a later date—win-win-win...win-win situation.
An example of this would be linking a Mom shirt to a Dad shirt, or a Mom Shirt with a Mom Hat. There are multiple ways to do this, so just think of the kinds of things you might want to buy when purchasing your original product and test until you lock in the perfect match. Your data doesn’t lie.
5.) Reward your fans and previous customers.
This is a no-brainer, but I’m going to add it anyways because it’s that important. At this point, you’ve probably accumulated a few fans or followers of your own on some of your social media accounts.
These people have liked or followed your page for a reason; they like your content or inventory enough to want to be updated on anything new that you have to offer, content or otherwise. Now brand loyalty is a very important and very flattering thing that should never ever be overlooked. These kind souls have taken time out of their busy lives to show you their admiration for you and deserve something special for that.
Make a special offer specifically for your followers, and let them know that! Tell them that they are the reason for this special promotion and that you appreciate them making the effort to be a part of your growing company’s community.
Reciprocation is an extremely powerful thing when harnessed, and there is no better time to ask for a favor in return than when buying is already on their brain. Just make it natural and leave it up to them. Remember that people love buying, but they hate being sold to.
6.) Free Shipping is always cool.
We’ve already established the importance of going the extra mile when offering discounts and special pricing, but we can’t leave out the most effective angle of online ordering ever—free shipping.
Amazon has a membership that people pay for monthly just so they can get free shipping. There are endless marketing campaigns that have benefited and still benefit from the words "free shipping"; people can’t resist something that’s free.
Buy one get one free, free shipping, etc... There is a reason that these angles have been the staples of selling since the beginning of selling. It’s because they work like a motha flippin’ charm.
Nobody wants to pay for things, but since they have to in order to receive their order you want to take as much of the focus away from what they're spending as you can, and divert it toward what they’re not spending.
"Get this today only, and receive free shipping on your entire order!" Now doesn’t that sound like a sweet deal?
7.) Use your freakin’ email lists.
The number of online marketers who let their sales tactics die after the front end sale is staggering. I mean...do you not like money? There’s a reason we ask for the customer’s email when they purchase something, and it’s not so we can ask them how their day is going—although that would be super cool of you.
Up to this point, you’ve worked all year to get as many sales as possible, so now it’s time to call up some old friends you haven’t heard from in a while. No, not that weird kid from your 8th grade gym class; unless he’s recently bought something from you that is.
A good friend of mine makes over $300,000 a month from his online sales. Can you guess how much of that comes from sending offers to his email lists?... Go ahead and guess, I’ll give you a minute...
30 percent... 30 percent of that comes exclusively from sending offers to his previous buyers. That’s a lot of money to just leave laying around because you don’t utilize all of your assets. Do this, and do it now.
8.) Take full advantage of the holidays
Holy crap do people go crazy for the holidays. I can’t tell you how excited everyone was for Halloween. There was nothing but makeup tutorials online and in my feed, costume photos, people updating their statuses with what horror movie they were watching. It was insane how incredibly engulfed in Halloween everyone was.
Then the day after Halloween, it happened...BOOM! On November 1st, I went to Walgreens down the street from my house and Christmas music was playing, candy was on sale, and the shelves were being stocked with candy cane patterned stuffed animals and Santa Claus decor.
In one freaking day, my entire Facebook feed went from Ghosts to Angels; from Satan to Santa, and from pumpkins to candy canes. People crave new holidays even before the current one is over. They eat up anything and everything related to their next chance of dressing up, meeting with friends and family, and sharing gifts and memories with one another.
Why am I telling you this? It’s because the most successful ad campaigns I have ever ran have had an emotional impact of my audience. The product was awesome, sure, but the angle in which I presented it was what sealed the deal. You have the biggest assistant of the year to help you push you products to your customers, and his name is Saint Nick; everyone is so emotionally attached to what he represents that’s it’s crazy.
Harness you inner Santa Claus and tell your customers that this is the only time these things will be available, and the only time these prices and promotions will ever see the light of day. They need these things in order to fully enjoy the holidays, and their family and friends deserve to have these items in their life because they love them so much and want them to have the best holiday ever! Get creative and use the holiday force, Luke.
Why are you still here reading this when you have things to sell?
You get what I’m saying here. This isn’t just one time of the year where people like to buy things; this is the one time of the year where they feel obligated to buy things, and have endless reasons to justify doing it.
So make them feel good about it. Make them feel accomplished by doing business with you. Then tell them what else they need to go along with that kickass Reindeer shirt they just bought from you. ;) Happy Holidays.