Only a few days left for Black Friday and marketers all over the world are rubbing their hands together! Companies are working feverishly to offer better prices and super deals, with the sole aim – of course – of increased sales!
Digital Marketing experts know that Black Friday is a strong crash test for their work, and they prepare campaigns and advertisements that will “win” potential customers.
This particular Friday of the year is an important opportunity for a business to make a lot of profits, but it also hides some pitfalls that can be fatal.
Advertise only the big discounts
It is a fact that a -80% offer is a great “decoy” for an e-shop or a website, however it would be good not to promote only such offers in the period before Black Friday. Many times, these big offers irritate the audience and bring opposite results. A good strategy would be 1+1, where the consumer can buy one product and get another one, for free.
Countless messages without targeting
We said, promote your offers, but don’t “spam” your audience! Too many newsletters and social media ads are bound to tire users and lead to the opposite results. Promote your offers in a targeted way and make sure you choose the right target group. It’s not the quantity but the quality that matters.
Stay only on ads with offers
The great traffic that a company’s campaigns will offer during Black Friday will not last forever! But it can provide important data and information that will be very useful in the future. This data about potential future customers is valuable for the future of a business. Collect their data and use it in new campaigns to continue to increase your profits.
Did you do what you did up until Black Friday and then it was over? Your efforts to increase sales shouldn’t stop on this Friday night. Cyber Monday and Christmas deals follow right after. So, the opportunities for profit are plentiful and it’s a shame to waste them.
We need to always keep in mind that the battle of sales is not judged, and it is not over in a day. It is necessary to have an annual strategy plan so that we know what we want to achieve, by what means and at what cost, so that at the end of the year when we take stock, we know what we have achieved, with what campaigns and over what period. This will give us the tools to know what to improve in the next campaigns we run to achieve our goal which is to increase customers and of course profitability.
* This article was written by Dimitris Kontarakis, Digital Strategist and owner of eSteps and was published in the online edition of the newspaper Εleutheros Typos on Thursday 10/11/2022