3 Ways to Strengthen Your Marketing This Black Friday

Despite feeling like the longest year ever 2020 is nearing a close. We have once again made it to the holiday season, and with it craziest week of the year for every brand on the planet. That’s right, Black Friday and Cyber Monday are here. This is one of the most exciting and magical times for consumers, but unfortunately can be one of the most frustrating and stressful for marketers. That’s where we come in. This week we’re going to discuss 3 ways you can maintain your cool while strengthening your marketing during the busiest time of the year.

1: Don’t Abandon the Full-Funnel Strategy

The first thing to realize about Black Friday / Cyber Monday is that while they are the periods where the most sales of the year will typically occur, they are not unique in their marketing needs. The best strategy for marketers is to view these holidays as nothing more than an overly caffeinated version of the marketing strategy that you subscribe to all year long. the seasons may change, but the focus of our marketing efforts are not; We’re still segmenting our ads into Awareness, Consideration and Action just like we always do. It just all happens at an incredibly accelerated pace then at any other time. If you can find some peacefulness in that thought, you’re already ahead of the game.

2 : Take Control of Your Marketing Language

The great thing about having access to the FieldTest platform this week is that, despite all the madness of the season, you remain in full control. The fact that we give you the power to directly message your audience (and adjust that message when needed), can be leveraged to great effect in your favor, especially these next few weeks.

The great thing about FieldTest content ads is that you can use that opportunity to talk directly to your holiday shopping audience- both new and existing customers- and keep them up to do date as the long weekend moves forward.

From there, there are endless opportunities to creatively engage your middle and lower funnel customers. Here are a few upper funnel examples that can help bring more people into your retargeting pool:

3: Promote Your Sales!

Black Friday is one of the holidays most associated with sales and savings of the year. Hardly confined just to this month, these sales typically continue in some form all the way up until Christmas. Don’t let your brand be the only one on the block not having a sale at this crucial time! Even if your margins are razor thin a discount as low as 10% or even fre shipping can help push your customers over the line into conversion. Once you have this set up it’s time to promote it with some FieldTest content ads.

Have a specific product that seems to be the big hit of the season? Don’t be shy with it, use your FieldTest content ads to tell your customers!

Is your sale going over better than expected, leaving your most popular item temporarily sold out, awaiting restock? Don’t miss out on potential sales, take that message directly to your retargeting strategy.

Even during the tail end of the season you can find ways to get the correct message out there. Let your customers know when shipping windows are closing. If your business offers gift certificates that can be delivered electronically, plug that into an ad the week before Christmas for any last minute shoppers. And don’t forget to reward all those gift givers that have the holiday shopping rush in their rearview mirror by letting them know it’s totally ok to get themselves an early gift as a nice little self-care thank you.

Take control of the Holiday Season!

The holiday season is upon us and now is the time to act if you want to take full advantage of the huge potential of the moment. By using the FieldTest platform to build high performing digital ads targeted directly to your intenders you give yourself an unmatched opportunity for sales and brand growth that won’t come again for another year. These strategies are the very same ones that you are most likely already practicing all year long, so you are ready and prepared for this! Go forth and have a great Q4 with FieldTest as your co-pilot.

Get in touch to find out how we can help you have the best holiday season ever with high performing digital ads built on the FieldTest Platform