5 Black Friday Marketing Tips for Small Business 

6 October, 2023

7 mins read

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Black Friday, the annual shopping extravaganza that kicks off the holiday season, is just around the corner. While it’s often associated with big retailers, small businesses can also capitalise on this shopping frenzy. In fact, Black Friday can be a game-changer for your small business if you implement the right marketing strategies. 
Here are some Black Friday marketing tips tailored to small businesses: 

5 Things to Do to Get Your Business Black Friday Ready

1. Plan Early

To ensure a successful Black Friday campaign, it’s crucial to begin your preparations with a well-thought-out plan. This plan should serve as your roadmap throughout the entire process. Start by setting clear and specific goals that you want to achieve during the Black Friday season. These objectives could include increasing sales by a certain percentage, attracting a specific number of new customers, or boosting brand awareness. 

Make a list of things that need to be done and ensure you include due dates. This could include things like making signs for in-store, letting your digital marketing provider know of any sales and rostering extra team members on.  

2. Run an Audit on Your Website

Running a manual website audit before Black Friday is key to ensuring a seamless and successful shopping experience for your customers. Optimising website speed guarantees that your site loads quickly, preventing potential customers from leaving due to sluggish loading times. Accurate NAP (Name, Address, Phone number) information fosters trust and helps local customers find your physical store easily. Ensuring updated content keeps your site relevant and credible, which is vital for conversions. Finally, checking functionality identifies and rectifies any glitches or broken links that might deter potential buyers.  

Check these things on your website before Black Friday: 

  • Your NAP. 
  • Up to date content.  
  • Correct functionality. 
  • Speed. 

3. Update Your Opening Hours 

If you’re planning on trading later, or opening additional days, be sure to let your potential customers know. Remember to adjust your opening hours on all your online platforms including Google Business Profile, Localsearch Business Profile, website and social media. 

4. Prepare Your Marketing Materials

Creating visually compelling and persuasive Black Friday marketing materials is crucial. These materials are your key to engaging your audience with enticing deals. This involves designing eye-catching graphics that showcase your promotions, crafting engaging email campaigns for your customer base, creating attention-grabbing social media posts, ensuring consistent messaging across all channels, and strategically scheduling the release of your materials to build anticipation. These detailed steps will ensure that your marketing materials are not only visually appealing but also strategically designed to engage your audience and drive excitement about your Black Friday promotions. If you’re looking for a place to find inspiration for your marketing materials, head over to Canva and check out their templates!  
Coordinate the messaging across all channels and schedule your marketing materials to be released strategically in the lead-up to Black Friday. 

5. Make the most of paid advertising

To make the most out of your paid advertising, such as Google Ads and social advertising, during the Black Friday season, it’s essential to focus on precision and optimisation. Start by meticulously targeting your ads to reach your ideal audience, taking advantage of location, demographics, and interests. Craft ad copy and visuals that are tailored to Black Friday, emphasising the urgency and value of your promotions. Allocate your budget strategically, prioritising high-performing campaigns and keywords.  

Continuously monitor and optimise your ad campaigns by adjusting bidding strategies, refining keywords, and A/B testing ad variations. Leverage retargeting to re-engage potential customers who have shown interest but haven’t converted yet. Lastly, schedule your ads to coincide with peak shopping times, making sure your brand is at the forefront when customers are ready to make their Black Friday purchases. By combining precise targeting with ongoing optimisation, you can get the most out of your paid advertising.  

If you would  like some help refining your paid advertising, contact us and one of our specialists will be in touch. 

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