Holiday music is playing, stores are stocking their shelves, and children everywhere are making their lists and checking them twice. If you’re a small business, your holiday checklist should include are Black Friday marketing strategies that target consumers where they spend their time, on devices that they use, and in ways that appeal to their needs.
Small businesses can succeed on Black Friday, and over the Thanksgiving season, if they piggyback campaigns on what’s trending for consumer behaviors. Here is a peak into what consumers are doing and how small businesses should respond.
Consumers are: On mobile devices. In 2013, roughly 52 percent of shoppers made holiday purchases via mobile devices. This year, experts estimate that number to go up dramatically.
Businesses should: Optimize for mobile.
Make the mobile experience seamless for consumers. Is it easy to navigate? Is it clear what consumers need to do in order to make a purchase? Does the site promote your Black Friday holiday messages and sales?
Consumers are: Using smartphones with larger and larger screens.
Business should: Use images to their advantage.
With better graphic capabilities, consumers are digesting more videos and graphics—without having to wait for them to load. Now’s the time to create that video you’ve always wanted to produce about your top products or holiday deals. Swap out small call-to-action buttons on your site for larger ones that translate well for larger screens.
Consumers are: Looking for trustworthy reviews. In the past, they sourced only five reviews (2010); last year, they sought out 12 references before buying on Black Friday.
Businesses should: Be proactive about getting positive online reviews.
Consumers are checking out your star ratings and what other customer have to say about your business before buying. If you have positive reviews, highlight them on your site. Ask loyal customers to write reviews. Develop a strategy for procuring positive reviews.
Consumers are: Not as enticed by “free shipping” as they once were. “Free shipping” offers are now white noise to consumers. Everyone’s doing it.
Businesses should: Go above and beyond “free shipping.”
Can you partner with another business to offer consumers a special deal? Can you include a free gift or discount for after the holiday season to increase consumer engagement with your brand?
Consumers are: Avoiding brick and mortar businesses on holidays like Black Friday. They don’t want to deal with the hassle of the crowds and parking. And why should they when online shopping opportunities abound?
Businesses should: Be prepared for online shoppers.
Online shopping is stress-free and consumers often spend more time surfing your site while shopping on Black Friday. Make sure their experience is a positive one. Check the functionality of your ecommerce site. Send emails with specific calls to action so that consumers are motivated to perform the right action: visit your website, buy now, etc.
Get in on the Black Friday and Thanksgiving holiday shopping action. Make sure your business offers a mobile-optimized shopping experience, uses images to increase engagement, showcases reviews to earn consumer trust, offers the right specials, and is ready for the onslaught of online shoppers.