It’s time to start planning your online marketing strategy for the holiday season. We’ve collected tips from KYNETIC, Enventys Partners, and Giuseppe Contartese on the best ways to prepare for Black Five-day and the holidays.
As prices are lowered and advertising is more expensive than usual, Black Friday is a really dangerous day unless leads are collected before and they are effectively utilized during the most important sale day of the year and in the future.
A unique method of collecting leads is early-access campaigns, where your collected newsletter permissions are getting 24-hours early access to your Black Friday deals.
Early access is a strong incentive to subscribe for your audience, who typically won’t miss the opportunity to get your Black Friday deals before everyone else. From the customer’s point of view, Black Friday is all about being fast and getting the best deals. The same applies to businesses where the fastest seller with the best price will take the sale. Therefore, it is a clear advantage being out early, which makes early-access a badass opportunity.
Bonus tip: Be careful starting your early-access campaigns too early, it will cannibalize your sales up to Black Friday.
Kristian Klynge Olesen – Digital Marketing Specialist
With Thanksgiving/Black Friday and Cyber Monday coming very late this year, digital marketers need to be aware that there is going to be less time for buyers to make holiday purchases. Because of this reduced timeframe, marketers will need to be more aggressive by offering bigger deals during Black Fiveday. Consider bundling products, offering additional incentives such as gift wrap or expedited shipping, and going with your biggest offers during this timeframe.
In 2018, over 50% of Cyber Monday sales came from mobile devices. So make sure your emails, landing pages, and website are optimized for mobile. Maximize your email marketing efforts by resending to non-opens and by having all your automated emails updated including abandoned cart emails, which you may want to customize with a special holiday offer and by compressing the cadence between messages.
Lastly, make sure your entire digital process is trackable to conversions so that you can analyze all activity this year and apply what you learn to next year’s campaigns.
Adam Q. Holden-Bache – Director of Email Marketing
Data feed tools make it easier to manage your Google Shopping data feed (and other comparison shopping engines ) by automating a lot of the manual work that goes into updating it.
Craft the perfect product titles for your product feed combining all the data in your possession (such as brand, color, size, gender, material, pieces for the package).
In titles, order the words by relevance and the visualization in the Google Shopping box.
Choose the most granular Google product category.
Use the best images possibilities for your products. For example, one that represents the product in its use.
Giuseppe Contartese – Google Ads & Shopping Specialist
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Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.