You know you should be making the most of the opportunity of Black Friday / Cyber Monday but you’re not quite sure how exactly to get going on your Facebook/Instagram Advertising strategy.
Remember, ecommerce success always boils down to this simple equation:
Visitors x Conversion Rate x Average Order Value
= the Big Bucks!
Visitors: You know that ad costs at 1 of the most critical times of the year are going to hit the roof, so the key is to get great traffic in the three weeks leading up to Black Friday Cyber Monday i.e. 1st week November
Conversion rate: At first, conversion rates won’t look good but have faith … the sales will come!
Average order value: Offer customers the best you possibly can and/or bundle your products up so they present REAL value to your customers
Pin and Save this Article to Pinterest!
Visitors
Getting people to your website in the three weeks before Black Friday is absolutely crucial.
If you get them interested in your product early, visitors will come back as they’re already switched on when you launch your sale.
Tthe consumer is switched on - they’re not going to buy your product in November knowing most brands launch Black Friday sales at the end of the month. So a word of warning - when you buy the underpriced ad space for the three weeks leading up to your sale in November expect your Return on Ad Spend (ROAS) to look bad at first…..
During the first weeks of November, send your potential customers to gift guides or catagoues, videos showcasing the benefits and beauty of your products so they can preview what you have to offer.
The key here is to get them excited!
Stay top of their mind by retargeting them …. and I promise they WILL come back and buy!
Average Order Value
Offer nothing less than 20% off… come on you know you’ve already offered 10% off here and there all year or maybe 15% off if you sign up to the enewsletter or join as a new customer …. so now’s the time to offer something BIG!
Next to think hard about average order value.
You could choose 1 and/or 2 approaches here:
Bundled products - build bundles to drive Average Order Value.
What kind of bundles make sense to the customer? Ie If I’m buying some earrings for £20 could I get a headband too for £30 (It’s usually £40 for both)Tiered discounts
Pin and Save this Article to Pinterest!
Spend SPEND SPEND on retargeting
Target first time customers and returning customers - and tailor the offer so it’s appropriate to them.
For example, a campaign to your email list with a caption reading ‘You’ve supported us as a loyal customer all year - now’s our time to treat you with 30% off’
Scheduling
Start driving heavily product-focused ads to a landing page with your special bundle offer on the Monday before Black Friday in order to start capitalizing on purchase behaviour before the weekend starts and the CPMs (cost per 1000 impressions) shoot up!