In a few short years, Black Friday has grown into a global sales phenomenon. Once seen as the opening salvo of the busy Christmas sales period, it has now grown to become the single busiest ecommerce day of the year.
The rewards for well prepared small businesses continue to get bigger every year. And, if you aren’t strategically looking at how your business can take advantage, you’re already missing out. Now is the time to examine how you can turn your endeavour into a lean, mean Black Friday machine. Here are a couple of key ways you can prepare your business for Black Friday.
Think Mobile on Black Friday
According to StatCounter, a firm that monitors global internet usage, mobile traffic now accounts for over 50 per cent of all web traffic. This milestone made its way to Black Friday in 2017. Where, for the first time ever, mobile sales accounted for more than half of all sales on the day. It’s never been more important to provide a mobile experience that’s every bit as robust as your desktop website. Customers should be able to navigate, search and pay for products quickly and easily. Don’t have the money to develop a bespoke mobile site? Many platforms such as WordPress, Shopify and Squarespace allow you to pay for an off the shelf solution that’s customizable to your needs.
Test Your Servers
Amazon’s recent Prime Day server outage showed that even the big boys can suffer from downtime. Black Friday is the busiest time of year in ecommerce, and it’s one you don’t want any outages during. As a starting point, make sure to stress test your servers. If you saw high numbers of visits last year, it’s likely you will exceed those numbers in the coming years. Consider turning off some features of your website to create a pared back experience that will load faster for customers.
Build a Buzz Around Black Friday
Don’t fall into the trap of keeping your deals hush hush until the last minute. Modern customers love browsing previews of deals, so give them what they’re looking for. Previewing your upcoming Black Friday deals won’t cannibalize sales. Instead, it will build a buzz around your business that will lead to increased sales and attention. Produce flyers highlighting the deals and share previews on your social media channels. It’s an excellent opportunity to leverage the buzz around the day into increased exposure for your business.
Create a Content Plan
As a marketer, you’ve never had more tools at your disposal to spread the word. Creating a content plan for your Black Friday promotions should be a multi-channel event, taking advantage of lots of different streams. Do you have a blog? If so, prepare some Black Friday content to put out on social and build your SEO efforts. How is your email marketing game? Email Marketing is more relevant than ever and shows remarkable conversion rates. Make sure you’re sending out your deals via your email list. Consider staging contests, and even enlisting the help of industry relevant influencers to assist with your marketing effort.