The numbers don’t lie and Black Friday is a great opportunity for global sales. It is therefore essential to optimize the performance of all eCommerce to avoid losing opportunities in this period.
At Multiplica, we have compiled the 15 essential tactics to get the most out of your eCommerce during seasonal sales periods. They have been grouped into the following strategic axes: Digital Analytics, Automation and Marketing.
In the first part of the article, there are tactics revolving Digital Analytics and Automation.
In this article, we will offer you 5 more tactics in Marketing.
5 Marketing tactics for this Black Friday
1. Optimize your SEO Marketing strategy
Within the Inbound Marketing strategy, SEO will help in creating qualified traffic channels. Furthermore, it contributes to a better positioning of the website, to boost Inbound Marketing efforts and to increase credibility and trust.
According to a survey, 48% of content marketers see their biggest challenge in creating content aimed at driving traffic.
We advise analyzing users’ search intent, researching keywords, and developing a buyer persona and a representative character to direct your efforts to in order to attract more and better leads through an SEO and Inbound Marketing strategy.
To activate a comprehensive lead acquisition strategy, it is always beneficial to supplement this action with a social media strategy focused on social network enrichment and the activation of campaigns to attract users from various digital channels.
2. Segment your database to produce content based on audiences
From YouTube to Instagram, Facebook, Tik Tok, or Linkedin, it is essential that content can be produced and distributed according to your audience. This knowledge is essential for identifying the buyer persona of the brand, and thus adapt the content according to where they are, what they consume and how.
There are hardly any moments of undivided attention left. Not just because of multiple screens and digital stimuli, but also because of human nature itself. It takes just three seconds for the mind to change the subject, in what is known as a train of thought, that moment when an idea, a word, a street sign triggers in the consciousness a succession of concatenated events through which the person’s attention is transported.
In a context where there is so much competition to retain a user’s attention, segmentation becomes more and more relevant. By personalizing and producing content and campaigns aimed at a well-defined audience, communication and the relationship with each customer improves, becomes closer and converts more.
3. Activate social sales, as networks revolutionize eCommerce
Social networks are the storefront and the store. They have become so sophisticated –and will continue to do so– that in countries such as China, they already account for 13% of annual eCommerce sales.
58% of Instagram users are more interested in a brand after seeing it in a story, according to Omnicore. Instagram has 1.5 billion users. Facebook, the grandmother of social networks, 2.05 billion. YouTube, 2.5 million.
Therefore, and returning to the point of knowing the buyer persona, it is not always necessary to resort to the most massive influencer in terms of followers, but to find out who is the referent of the audience you want to reach. Having a large number of followers does not necessarily mean that you will achieve a very high conversion rate.
It is essential to work on comprehensive strategies, which include planning, setting objectives and implementation, as well as the choice of key influencers for the audiences.
4. Dare to carry out Live Shopping campaigns
As we have previously mentioned, Live Shopping is the confluence of eCommerce, social commerce, video content engagement and live streaming interaction.
The consulting firm McKinsey anticipates that by 2026, live shopping will represent between 10 and 20% of total eCommerce sales. In Mexico, some companies that have executed campaigns of this style have already achieved sales of 50 ,000 Mexican pesos (about US$2,500) in one hour. Spain is also showing signs of growth: 78% of consumers have already shown interest in this shopping method, according to Statista.
Live Shopping integrates many factors that until now seemed disjointed: influencers –also streamers or experts–; shoppable video; hyper-personalization of content; and live sales.
Live Shopping appeals to the FoMO (fear of missing out) through discounts, private sales or special sales. In addition, it helps to capture leads and/or generate qualified traffic: more than 70% of sales occur after Live Shopping, thanks to retargeting strategies.
Companies like Adolfo Domínguez trusted Multiplica and achieved great results in their Live Shopping sessions. For example, 19 thousand visits were reached, achieving 188% of new users and an average of 2 thousand unique viewers of the shows.
Another example of how Live Shopping boosted results was experienced by SVR dermocosmetics, which achieved CTRs of up to 70%, CR of up to 30%, in addition to reaching +900 qualified leads.
5. Get the most out of your loyalty actions in seasonal sales
Seasonal campaigns are consumer accelerators that organizations can leverage to drive more sales, upsell and cross sell.
To build brand loyalty, companies have to surprise and give more than the customer expects. Some loyalty strategies that can be used during Black Friday are: deferred discounts for future purchases; value-added services included; deferred value-added services to generate positive touchpoints; and added value with partners.
Loyalty strategies are cost-effective and measurable. If acquiring a new customer costs 5 times more than retaining an existing one, customers who are members of loyalty programs are 5 times more likely to recommend a brand and 7 times more likely to buy a new product, compared to those who do not participate in these initiatives.
In 2021, Spain was one of the countries where consumers showed the highest e-commerce purchase intent for Black Friday. 8 out of 10 Spanish consumers said they were somewhat (or very) likely to use this shopping channel for this year’s event, according to Statista.
In Mexico, where 70% of shoppers prefer to shop online and receive their items at home, 79% of respondents stated their willingness to shop during Black Friday.
Is your eCommerce ready to offer its best performance next Friday, November 25th? If you want to learn more about how we can strengthen and improve your processes for seasonal sales, I invite you to contact me.