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5 best Black Friday marketing campaigns you can use

Nothing gets the marketing cogs turning like Black Friday, and it’s never too late to put a Black Friday marketing campaign together.

Black Friday is one of the most awaited events of the year. It presents an excellent opportunity for customers to shop for their favourite products at discounts rates and for businesses to increase sales and make more revenue. To fully benefit from Black Friday sales, it helps to plan, prepare, and market ahead of time. But even if you’re last-minute this year, you can still get involved with some of the best Black Friday marketing campaigns at your disposal.

Table of contents: 5 best Black Friday marketing campaigns to use

  1. Email marketing
  2. Social media
  3. FOMO and scarcity
  4. Influencers
  5. Referral programs

5 best Black Friday marketing campaigns for every marketing channel

Black Friday can work across a range of marketing channels to bring in a diverse audience.

Here are some tips for each:

1. Get personal with email marketing

Image of a Gmail window - 5 best Black Friday marketing campaigns - Copify blog

Email marketing is one of the highest converting channels for Black Friday promotions. So as the sale season commences, begin your plan by collecting shopper email addresses and email blasting your current and potential customers.

You can also create an early access email list for your VIPs. This will help create a sense of urgency to take advantage of Black Friday discounts before they are made public.

To make your email marketing campaign more effective, try the following:

Use a captivating subject line

Your subject line is a vital part to your campaign’s success. Seeing as this is the first thing customers read, you want to choose your words very carefully. Keep it as short as possible and make your offering known at the beginning. Tools like Subject Line and Send Check It can help you create compelling subject lines for your email marketing campaigns.

Segment customers

Create separate email campaigns for your current and potential customers. Your existing customers need a loyalty program strategy, while your potential customers need a persuasion strategy.

Read more about lead-generation for email marketing.

Use a countdown timer

Adding a timer to your emails doesn’t just create a visual impact, it also creates a sense of urgency, prompting customers to follow through with your call to action.

Personalise your emails

Your emails go direct to your customer’s inbox, but it’s easy to get lost in the melee. Personalise the subject line with their name or one of their most frequently bought purchases with an exclusive offer. Black Friday shouldn’t just be about enticing people to buy things they don’t need; you could use it as a way to bolster customer loyalty by rewarding them with money off their favourites.

2. Leverage the power of social media

You will be doing your business a disservice if you ignore social media marketing during Black Friday. That said, creating a social media marketing campaign for Black Friday can be challenging since everything is in real-time.

Here are a few tips on how to get the most of your SMM campaign this Black Friday:

Find the right time to post

For maximum results, schedule your social media posts when there is a peak in online activity. Look for the audience section in your Facebook and Instagram insights to find the hours when your followers are most active.

Use dedicated hashtags

Hashtags are very important for your social media campaign. Research to find appropriate hashtags other than the obvious ones used during Black Friday.

Utilise user-generated content

UGC provides social proof that your business is trustworthy therefore increasing credibility. It also helps put your brand’s promises into perspective, so share reviews and any content created by customers using or reviewing your products.

3. Generate scarcity with FOMO marketing

Image of someone holding an alarm clock - 5 best Black Friday marketing campaigns - Copify blog

FOMO is an acronym for Fear of Missing Out. FOMO marketing uses language that appeals to a customer’s desire to utilise every opportunity before it slips through their fingers. The psychology behind FOMO marketing works perfectly because human beings are risk averse creatures. Customers would rather make an impulse purchase than regret not buying later on.

So, how can you implement FOMO marketing this Black Friday?

Set a strict time limit

Nothing incentivises customers to make a purchase like a ticking clock. Offer special discounts for a limited amount of time and watch as customers rush to meet the deadline. However, ensure that you abide by your time limit and avoid delaying the expiration for this to be effective.

Expose stock levels

Exposing your stock levels creates a sense of scarcity which drives the message of urgency. When leveraging product scarcity, try offering discounts and flexible payment methods to further convince shoppers to convert.

4. Collaborate with influencers

Influencers, and especially micro-influencers, generate greater engagement than celebrity ambassadors. Running an influencer marketing campaign in the lead up to and during Black Friday can help improve your business’s visibility and increase sales.

Here are ways you can collaborate with influencers during the Black Friday sale:

Ask for product reviews

According to research, 68% of consumers are more likely to purchase from a business with positive reviews. Couple that together with the marketing prowess of an influencer, and you have a recipe for success. Before the Black Friday sales begin, consider working with influencers for some promotional posts. Ask them to create content explaining why they love your products also mentioning promotions that customers should expect.

Pull influencer-sourced gift lists

With so many products on discount, it can be difficult for customers to focus on what they are looking for. Collaborating with influencers to create product bundles for Black Friday can make shopping easier, therefore increasing sales.

Create tutorials

Solution-based content is very effective in improving conversion as it offers value and helps customers solve a problem. During this year’s Black Friday, contract influencers to create tutorials that tie into your promotion. Video content is best because it can be published on different platforms.

5. Initiate a referral program

Image of two women sharing phones - 5 best Black Friday marketing campaigns - Copify blog

You can tell customers how perfect your products and services are, but these sentiments are more meaningful coming from another customer. Customers heavily rely on other people’s opinions when buying, and that is why referrals and recommendations are the most trusted form of advertising. If you want to improve conversions and increase sales this Black Friday, consider running a referral program.

Here are a few tips on how to create a successful referral program:

Make customers an irresistible offer

There are different ways to create an appealing reward system while remaining profitable. Ensure that you research the best incentives for your audience so that you don’t waste time making a reward system that won’t magnetise your customers.

Indicate the reward’s expiration date

Creating a sense of urgency is crucial when running a referral program. Avoid extending the program past the deadline, as this could hurt your brand’s reputation and profit margins.

Promote your program

Like all other marketing campaigns, you need to promote your referral program to get the best results. Share it on your social media platforms and encourage your followers to share it with their followers.

✏️ If you’re just starting out in business, read our beginner’s guide to marketing your ecommerce store.


Header image: CardMapr

Embedded images: Stephen Phillips – Hostreviews.co.uk, Lukas Blazek, Jason Goodman

Alison Fordy

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