The date is November 29th. Are your #salesstrategies ready?
It's November, and the second biggest sales day of the year is just around the corner. But be careful: if your company hasn't prepared for battle yet, it's best to abandon the war before it even begins.
Additionally, there are several leisure, many competitors are keeping an eye on the strategies in their e-commerce platforms, so actions that anticipate the date can be crucial for consumers when making decisions. Therefore, thinking strategically, structuring your lead database, checking whether your inventory is ready to meet demand, and planning your store's logistics and finances are a good start.
To get ahead of Black Friday, publicizing your company's planned actions encourages customers to start considering which brand to buy. Therefore, review your leads and send them this information. After all, they're there because they're interested in your product and brand. Help them choose you over the competition.
According to Ebit|Nielsen, a data measurement and analysis company, from 2015 to 2018, 99% of respondents know the date and 70% already bought on Black FridayAnother interesting fact is that in 2018, e-commerce sales volume on Fridays reached R$2,6 billion, a 23% increase over the previous year, and with a 13% increase in order volume, or over 4 million orders on the day. I believe that with this information, you'll want to participate in this volume of orders in 2019 too!
Thinking like this, for 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 in the campaign. This implies offer discounts, real products and conditions to consumers in a loyal manner, delivering not only quality products, but also concept, reliability and authority in its segment.
If your e-commerce prices aren't yet the most attractive on the market, analyzing your profit margin and negotiating a small price reduction with suppliers should be part of your planning. A smart strategy with suppliers is to purchase larger quantities than usual. Revisiting payment terms is also a common practice when trying to increase sales volume by reducing product prices.
Below are some options to get ahead of the date, and remember to have a smart online presence. This way, your brand will appear at the right time and with the right ad format. To achieve this, know your target audience well, conduct research and analyze them, create a persona based on your expectations, and segment your ads accordingly.
Creating an action plan
Developing collaborative initiatives across multiple channels can be more effective than sticking to just one, especially if you want to test the medium that generates the most conversions for your brand. Of course, consider your segment and your target audience.
Choose the offers
Do you already know which products and best offers Do you want to promote your brand? Manage your stock in advance through inventory it is fundamental when choosing. Besides new releases, there are certainly surplus products in stock. So, checking out sales can be worthwhile.
Media Planning
Create 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 how long it will take. There's no point in investing in media that doesn't convert.
Also define which metrics will be analyzed during the promotion.
Invest in Influencers
Is the brand interested in further segmenting its target audience? Partner with Influencers that have authority on the network. Currently, it's one of the most visible and profitable actions for brands. If your strategy is well-planned, it will be absolutely worth the investment.
Landing Page
If your brand hasn't developed one yet, now's the time! Activate the call to action and start publishing. landing page, or conversion page, of black friday offers. A well-designed landing page can increase your conversion rate by up to 10 times. Plan ahead, publish, and don't forget to promote it.
The #KaizenTip is to review your call to action. If your goal was to collect leads before, now is the perfect time to encourage them to make a purchase!
Pre-campaigns
Launch a promotional campaign and promote your products in advance, and this strategy will encourage your leads to access your brand first. With good prices and attractive payment terms, and with future customers who already know and trust your brand, you can close the sale quickly.
Boosting and social networks
It's Black Friday. Boost your offers on Facebook and Instagram now. Plan your ad schedule – create carousels, live streams, and in-store stories – and also take the opportunity to create a "save the date" event on your fan page, as many brands take advantage of this, feeding with information and calls for the date.
On YouTube, grab your audience in the first 5 seconds. Create videos and ads with calls to action, too. Discuss the main products that will be available on the website and in physical stores. Pique customer curiosity with links and link your channel to Google Ads to create remarketing lists and drive views.
But remember that, regardless of the channel your ads are displayed on, most will be viewed on mobile devices, so use faces, objects, typography, and graphics specifically for them. Videos with quick cuts make ads perform better and stand out.
#KaizenTip: Change your social media profile and cover photos. Take the opportunity to add videos to your fan page cover.
E-mail marketing
Email is still a widely used medium. Therefore, create emails ahead of time and reinforce them by sending them the day before. Take advantage of the customer lists that will result from advance announcements and add them to your mailing list.
Customer Time
Have a responsive, fast, and attractive e-commerce site with straightforward information. Customers don't have time to waste, and if your site takes more than 5 seconds to load, they'll likely switch to your competitors.
Prepare physical stores
According to research conducted by Google in partnership with the consulting firm Provokers, for the first time this year, conversions in physical stores are expected to surpass e-commerce. Therefore, prepare your POS (point of sale), create attractive displays with stickers featuring Black Friday 2019 callouts, train your sales team, and have the necessary products available in-store. Don't lose sales due to a lack of products!
Okay, so Black Friday was a success, and your brand achieved the desired sales volume. But the work doesn't stop there. For e-commerce sales, it's time to ship the product to the customer. So, have you planned your logistics well?
These are our suggestions. We hope your brand succeeds and generates significant sales.
Until 2020!
