Holidays are just around the corner and you know what that means - tons of online shopping! Shopping for the holidays is a very exciting and thoughtful process. You search for stuff admired by your loved ones, you go out of your way to purchase their gifts, and the priceless reaction you get from them makes it all worth it. Although holiday shopping sprees are all fun and games, the harsh reality cannot be denied - the expense. Holiday shopping sprees can get quite expensive. Owing to inflation, the prices are escalating every year, forcing you to expand your shopping budget. What once was a joyous experience has now turned into a strenuous expense. Luckily, in the modern age, we have the blessing of e-commerce stores, fulfilling the holiday spirit and adding more to it!
E-commerce stores allow you to get the full-on holiday shopping experience, all from the comforts of your home. The e-commerce business shines during the holiday period, all thanks to Black Friday sales. On the occasion of Black Friday and Cyber Monday sales, e-commerce stores and brands set up exclusive discounts, making the holiday shopping experience extremely affordable! The Black Friday sale provides an awesome opportunity for brands as well to showcase their products and reach new audiences. But like every other event, marketing is the key to a successful Black Friday promotional campaign as well. And what better way to market and promote than having influencers on board? This is what this article is all about!
In this article, we will dive into the strategies you need to optimize a showstopper Black Friday campaign. We’ll also analyze the crucial role that influencers play, making the launch a giant success. So let’s get into it!
How to Optimize Your Influencer Marketing Campaign on Black Friday in 2024
As a brand, influencers are your backbone for marketing. They connect you to new audiences, promote your product, and help your brand reach the masses. Owing to the significance of influencer marketing trends, brands can get these influencers on board to skyrocket their Black Friday campaigns as well. How? Read on to find out!
1. Start Partnering with Creators Months in Advance
If you want your Black Friday promotional campaign to be a success, you need to partner up with your desired influencer way before the holidays. You need to get into the minds of your target audience and the ticket for this entrance is through influencers. The earlier, the better. Timely partnership with the influencer will give you an edge as the earlier they start promoting your Black Friday campaign, the more opportunities you get for turning potential customers into actual customers.
When you get an influencer on board for your campaign, their content requires planning, specifically centered on your brand. If you want to launch your Black Friday campaign, the ideal time period for promotions would be somewhere around Fall, giving you plenty of room for content planning. Below is a list of benefits that you can get from a timely partnership with the influencer:
- Early planning will set the tone of the promotional campaign - adjusting the influencer’s direction with the brand
- Teaser content hinting at your Black Friday discounts will imprint your brand’s image into the audience so they approach you for their holiday shopping
- A timely partnership with the influencer can help you devise a cost-effective plan so there are no sudden budget upsurges during the campaign
- Optimized time management will keep your campaign aligned with the holiday schedule
- Early content promotion for Black Friday can drive traffic to your brand on the day of sale
- The earlier the influencer promotes your campaign, the more the audience gets to know about your brand, hence more sales
The ideal time for launching the Black Friday campaign is in October, right before Halloween sets in. You need at least 2 months of early planning, so make sure to partner up with your influencer by August. To be on the safe side and to avoid all campaign delays, plan your content at least 2 months ahead of the launch.
2. Use Creator Content to Retarget Prospects and Customers
The best way to connect with your target audience is to create content that clicks with them. For instance, if you’re a skincare brand, then you need to partner up with a skincare enthusiast influencer. In this way, while sharing their skincare routines, they can promote your brand as well, hence connecting you with your audience. You need to keep on re-targeting your target market to make the most impressions. Two types of content can help you achieve this - influencer-generated content (IGC) and user-generated content (UGC).
If you want to build up the hype for your Black Friday campaign, you need to start promoting both types of content, IGC and UGC, as soon as Fall hits. The more you promote your content, the more attention you will get from your prospective customers. To make a brand impression on your prospects, keep on sharing and resharing IGC and UGC to grab their attention and turn them into permanent customers.
Listed below are just a few of the many benefits that you can get from this strategy:
- Resharing UGC will develop an authentic image of your brand - sharing user content promotes authenticity
- Resharing IGC and UGC content helps to get higher engagement on your content, the higher the engagement, the greater the brand impressions
- The more your content will appear on the feeds of your target market, the better click-through-rates you will get on your content
- Creator content is highly appealing to customers as it shows real results and a real image of your brand
- Repeatedly sharing this content near Black Friday will build up curiosity and excitement in your target market
3. Tease Your Audience Weeks Before Black Friday
Another strategy that works great for launching your Black Friday campaign is teasing your audience. By teasing your audience, you develop a sense of brand recognition in your target market. It builds up curiosity in the minds of the target audience to know more about the brand. Moreover, Black Friday is a hyped-up shopping week that people anticipate all year round to make their desired purchases. So make use of this opportunity and start creating your brand’s image way before the shopping day so your customers remember you at the time of Black Friday shopping.
Following are a few ways through which you can tease your audience for Black Friday:
- Create short videos promoting your products for Black Friday
- Create posters and ads offering your exclusive discounts and prices
- Get influencers to promote your Black Friday campaign on live videos
- Plan influencer content promoting your brand from a storytelling point of view
- Create engaging content by teasing anticipation in the audience - something big is coming etc.
Word-of-mouth marketing is also a very powerful tool on social media. Once the word about your brand gets out, your target audience will automatically get snowballed. Get a couple of influencers on board to tease the campaign. Conceal the big reveal (the discounts and offers) and build up anticipation.
4. Use a Multi-Channel Strategy to Improve Performance Marketing
For a fantastic and engaging promotional campaign, promoting on just one channel isn't enough. You cannot just stick to Instagram for promotions and expect the magic to happen. A pool of your target audience exists outside the selected social platform as well. To reach this pool and dive right into it, you need to come up with a multi-channel strategy, launching your campaign on every available online channel. This will increase the number of your prospects, and besides, who doesn't like Black Friday discounts? Who knows, maybe a single email can turn into a lifelong loyal customer.
A few tips for launching a multi-channel campaign are mentioned below:
- Make use of all social media platforms, don’t restrict yourself to just one. Whether it is TikTok, Instagram, or even YouTube, launch your Black Friday campaign everywhere
- Avail all sources of electronic media, even go for paid promotions
- Send emails to all potential customers
- Make use of SEO techniques to create an online presence
- Integrate influencers in every channel - get niche-specific influencers on YouTube, FaceBook, TikTok, and Instagram
- Incorporate messages and videos of influencers in the emails as well
5. Focus on Selling This Black Friday 2024
A common problem that many of the customers face is landing on the designated selling page. Most users complain that they see a promotional ad but find it very troubling to separately search for the brand’s landing page to access the product. This results in losing almost 60% of the potential customers. To save from this chaos, directing the audience to the right landing page becomes a priority. For this purpose, the process of seeing the promotion to landing on the central selling page all needs to be streamlined. The supply chain needs to be optimized to direct smooth customer traffic flow.
Black Friday promotion is the holy grail for e-commerce stores and brands to boost their sales. Influencers need to incorporate the brand’s landing page in all their videos and advertisement content to easily direct the customers to the landing page. As most Black Friday sales happen on Amazon and other e-commerce stores, so if your brand has a presence on these platforms, make sure to ask the influencers to incorporate their links in the paid content. All the links, click-throughs, and impressions should collectively land on the same selling page. Below are a few benefits of this approach:
- A centralized selling page helps to keep track of sales and purchases
- A streamlined selling chain also enhances the customer experience
- The optimization of the shopping experience generates healthy word-of-mouth marketing
- Amazon integration helps to direct traffic on the Amazon page so customers can directly make the purchase
6. Track Creator Sales Performance
Hiring an influencer to kickstart your Black Friday campaign is not enough. You need to keep track of all the sales and promotions conducted by the influencer. For this purpose, you need to keep track of all the sales, impressions, and click-throughs that you’re getting from the influencer. Tracking all the sales directed by the influencer can be quite a tedious task. An easy way to manage these sales is by offering a ‘promo code’ to the influencers. The duty of the influencers is to promote this promo code on their socials and to urge the audience to use this promo code for making a purchase. The promo code gives the customers excess to get some discounts on the purchase.
SocialBook offers great assistance in this regard as well - for tracking the sales. SocialBook’s dashboard has some cool features that assist brands in tracking these sales. The ROI analysis feature helps you in sales tracking. It gives you a detailed breakdown of all the sales made via the promo code and all the traffic that lands on the website via the influencer’s promotions. It also has some special features that can help you track the sales in different categories like demographics, location, promotion medium, etc.
7. Leverage the Right Creators for Higher ROI and Lower Customer Acquisition Cost (CAC)
Here’s the thing about influencer marketing - influencers are saturated. There are hundreds of niches and in every niche, you’ll find thousands of influencers. Picking the right one from the sea of influencers for your campaign becomes quite a challenge. The type of influencer you go for entirely depends on the aim of your campaign, whether you’re going for engagement or for reach. All you need to do is to balance the ratio of ROI and customer acquisition cost. For a successful promotional campaign, and for choosing the ideal influencer, the balanced ratio works on the formula of higher ROI on low CAC. This means that you’re getting high engagement by investing less in converting prospects into customers.
If the aim of your campaign is to get engagement and impressions on your brand, then always go for micro-influencers. This is because micro-influencers can help you connect directly with the customers. They have a higher chance of converting your prospects into customers. However, if your goal is to reach new audiences, then macro-influencers will do the job for you. They will bond you with new customers and enlarge your target market.
How SocialBook Can Help You?
SocialBook is the leading platform when it comes to influencer marketing. It offers a massive range of features to optimize your promotional campaign and monitor its performance. From finding the ideal influencer to tracking their sales, SocialBook does it all for you. A few of the key features of SocialBook that can help you in this quest are listed below:
- Helps to track your sales on Amazon, Shopify, etc
- Helps you find the ideal influencer to direct your sales to landing pages
- Gives you an insight into the list of thousands of possible influencers, along with all their data and metrics
- Assists you in streamlining your campaign, just in time for Black Friday sales
- Provides you with detailed campaign management options and tools
Conclusion
Black Friday sales are just around the corner and trust us, you don’t want to miss this opportunity to grow your business! Incorporating influencers into a promotional campaign always results in a win-win situation. There are a couple of strategies that you can adopt to make your Black Friday campaign a success. From early partnership to content teasing to multi-channel campaigns, all the strategies listed above are proven ways to skyrocket your campaign. Moreover, the tools and features available on SocialBook.io can provide you with the best services for bringing your promotional campaign to life.
We hope you found this article helpful! Stay tuned for more influencer-related content!
