The date is November 29. Are your #salesstrategies ready?
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\n\nWe are in November and it's almost time for the second largest sales date of the year. But be careful, if your company hasn't prepared for the battle yet, it's better to abandon the war before it even starts.\n\nMoreover, many competitors are keeping an eye on the strategies in your e-commerce platforms, so actions that anticipate the date can be crucial for consumers in their decision-making. Thus, thinking strategically, structuring your lead base, checking if the stock is ready to meet demand, and planning the logistics and finances of your store is a good start.\n\nTo get ahead for Black Friday, promoting the actions your company intends to take is stimulating for customers to start thinking about which brand to buy from. In light of this, review your leads and send them this information, after all, if they are there, it's because they are interested in your product and your brand. Help them choose you over the competition.\n\nAccording to research by Ebit|Nielsen, a data measurement and analysis company, from 2015 to 2018, 99% of respondents were aware of the date and 70% had already shopped on Black Friday. Another interesting fact is that in 2018, the volume of e-commerce sales on Friday reached R$ 2.6 billion, marking a 23% growth compared to the previous year, with a 13% increase in the volume of orders, meaning over 4 million orders on the day. I believe that with this information, you will want to participate in this volume of orders in 2019 as well!\n\nThinking this way, for the actions to be reliable and the brand image to generate more trust during Black Friday, it is important to define all the offers that will be part of the campaign. This implies offering discounts, products, and real conditions to consumers in a fair manner, delivering not only quality products but also concept, reliability, and authority in your segment.\n\nIf the prices of your e-commerce are not yet the most attractive on the market, analyzing the profit margin and negotiating with suppliers for a small price reduction should be included in your planning. An intelligent strategy with the supplier is to make larger purchases than usual. Reviewing payment terms is also a common practice when thinking about increasing sales volume while reducing product prices.\n\nSee below some options to get ahead of the date and remember to have an intelligent presence online. This way, your brand will appear at the right time and with the correct format of ads. To make this possible, know your target well, conduct research and analyze the audience, create a persona based on what you envision, and segment your ads accordingly. \n\n
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Creating an Action Plan
\nConducting joint actions across multiple channels can work better than just sticking to one, especially if the intention is to test which medium generates the most conversions for your brand. Of course, think about your segment and your persona.\n
Choose the Offers
\nDo you already know which products and the best offers your brand wants to promote? Managing the stock beforehand through inventory is essential when choosing. Besides new launches, there are certainly excess products in stock. Therefore, holding a clearance sale might be worthwhile. \n
Media Planning
\nCreate a budget for your ads. Review your promotions, analyze, and maximize conversions. Define how much the company intends to invest, what the expected ROI is, and in what timeframe. It won't help to invest in mediums that do not convert.\n\nAlso, define which metrics will be analyzed during the promotion. \n
Invest in Influencers
\nIs the brand interested in further segmenting the target audience? Partner with influencers who have authority online. Currently, this is one of the most visible and high-return actions for brands. If your strategy is well planned, it will definitely be worth the investment.\n
Landing Page
\nIf your brand hasn't developed one yet, now is the time! Activate the "call to action" and start publishing the landing page, or conversion page, for Black Friday offers. A well-made landing page can increase the conversion rate by up to 10 times. Get ahead, publish, and don't forget to promote it.\n\nThe #KaizenTip is to review your call to action. Because, if before the goal was to collect leads, now is the right time to call for purchases! \n
Pre-Campaigns
\nEnable an offers campaign, promote your products in advance, and this strategy will ensure that your leads access your brand first. With good prices and attractive payment conditions, and with future customers who already know and trust your brand, the purchase closure can be effectively achieved in no time. \n
Boosting and Social Media
\nIt's Black Friday. Boost your offers on social media like Facebook and Instagram now. Plan the ad schedule – create carousels, live sessions, and stories in stores – and also take the opportunity to create the "save the date" event on your fan page, as many brands take advantage of this by feeding it with information and calls for the date.\n\nOn YouTube, capture your audience in the first 5 seconds. Create videos and ads calling for action as well. Talk about the main products that will be available on the website and in physical stores. Spark customers' curiosity with links and link the channel to Google Ads to create remarketing and view lists. \n\nBut don't forget that, regardless of the channel that the ads are displayed on, most will be viewed on mobile, so use faces, objects, typography, and graphic design for it. Videos with quick cuts make ads perform better and stand out. \n\n#KaizenTip: change the profile and cover photos of your social media. Take the opportunity to insert videos in the cover of your fan page. \n
Email Marketing
\nEmail is still a widely used medium by people. Therefore, create an email anticipating the date and reinforce it by sending it the day before as well. Take advantage of the customer lists that will come from the pre-ads and add them to your mailing list.\n
Customer Time
\nHave a responsive, fast, and attractive e-commerce site, with direct information. Customers don't have time to waste, and if your site takes more than 5 seconds to load, they will likely migrate to the competition. \n
Prepare Physical Stores
\nAccording to research conducted by Google in partnership with the consultancy Provokers, for the first time this year, the forecast is that conversions in physical stores will surpass those in e-commerce. Therefore, prepare your point of sale (POS), create attractive window displays with calls for Black Friday 2019, train your sales team, and have the necessary products available in the store. Attention, do not lose sales due to lack of products!\n\nOkay, Black Friday was a success and your brand achieved the desired sales volume. But the work doesn't stop here. For e-commerce sales, it's time to send the product to the customer. So, did you plan the logistics well? \n\nThese are our suggestions. We hope your brand has success and a great volume of sales. \n\nSee you in 2020!