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We all know that Black Friday & Cyber Monday are great for business, but while big brands has made an art of holiday-season marketing tricks, many smaller businesses are left behind.
We’ve talked to a couple of experts to compile a list of tip, techniques and ideas you can use to make sure you get a piece of the cake too this year, and make this holiday season the most profitable you’ve ever seen. Here’s what they came up with:
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Chris Knollmeyer, Online Marketing Expert for Carolina Rustica says:
For PPC ads this holiday season, companies should focus on mobile and local ads to help drive business. As many people go out and forget one last thing, they’re more often turning to their phones to find that one last thing they need while they’re already out rather than going home to look it up, only to go back out again.
Couple that with free advertising from American Express on Facebook for Small Business Saturday and merchants can expect a boost in holiday sales.
Cari Shane, Principal at sasseagency.com says you should Standout by NOT sending out flurries of e-mail blasts on the same day as all the other on-line shops.
“Yes, Monday is Cyber Monday, however it is our belief at sasse agency, a firm that specializes in PR and marketing within the social media matrix, that differentiation sells”. For example, we have a client with a web-based business whose signature product is a tourquoise handbag.
“We have created for them, “Tourquoise Tuesday,” a post-Cyber Monday event with sales incentives that will enable them to capture e-mail addresses as well as sell product.”
Justin Palmer from palmerwebmarketing.com, has some powerful tips that would surely help you end 2011 with blast.
“If you doing something really noteworthy, you may want to highlight it on CyberMonday.com, a deal site run by Shop.org. Many prominent brands feature promotion there all year round, not just Cyber Monday.”
He goes on to explaing why you should recommends creating Product Bundles, and more importantly why you should give store credit, not Discounts and more powerful tips in his “10 Cyber Monday Marketing Ideas” article.
The Holiday Marketing Checklist You Can’t Afford to Miss
Justin Palmer keeps providing information you can’t afford to miss with his
The Ultimate Holiday Checklist for E-Commerce. Your business is not prepared for the holidays without it.
Know your audience
“My best advice for advertising and marketing during the holidays is to know your audience, what stresses them during that holiday”, says Tiffany Silverberg, one of the best Marketing Writers out there.
“Speak directly to that concern in your promises. So if your clients need a hostess gift their mother in law won’t scoff at, mention off the bat how well-received your items are by such people. If they stay awake at night worrying about getting their gifts out in time, elaborate on your free wrapping and shipping options. When they see your ad, answering their gut concerns, they will be happy to pay you to relieve their stress”.
AdWords Tip: Accommodate Holiday Volumes
Important tip from Cara Thielvoldt, Marketing Manager at couponcodes.com: “You must remember ad costs during holiday seasons (specifically Cyber Monday) go up at least 25%. Not only do you need to pay attention to the total budget but you also you need to make sure your CPCs are increased by at least 25% to ensure you are in ideal positions for the height of the season/sales”.
“Most people increase CPCs during the holiday and this should ensure you are in ideal positions when the sales start. You can also automate this, by setting up an automated rule to increase your keyword bids by 25% as soon as the sales start, and then have the bids set to lower again to normal levels once the sale is over”.
Keep your Ad Copy Relevant
Another great AdWords/PPC tip from Cara Thielvoldt: “Check that Your Ad Copy is Up to Date using Google Adwords Automated Rules. You can make sure you have up to date ad copy by using Google Adwords automated rules. If you are unfamiliar with automated rules you can find out all about them here“.
Be prepared – Schedule Ahead!
Cara Thielvoldt keeps hitting us with parctical AdWords tips: “You can upload ad copy with the upcoming holiday deals and schedule them unpause them as soon as the sale is expected to start. You can also automate pausing them once the sale is over”.
Update: Twitter #Boost
When tweeting about your special black Friday sales, use the hashtag #bfAds. It will cause your tweet to appear in the #bfads stream and get you more exposure. Use Twitter Adder to have it automatically repeat your tweets for you, so they appear for more people.
Update: Black Friday Seminar
Ryan Diess just announced his Black Friday Bootcamp. His elevator pitch? “How to get a real $10k/month Online Business between now and January 1, 2012“. It’s a free webinar, and I expect Ryan to then do a quick sales pitch, but from my experience the free info you will get is worth it in any case. Sign up here.
And look out for our extensive Twitter guide which is coming soon to help you sell like never before on this amazing platform. Sign up for updates to be notified!
Update: Don’t Miss this!
Facebook Ads prodigy Brain Moran is having a Black Friday Sale of his 5-Minute Fan Page product, which is honestly the best product of it’s kind. Also, we’ve decided to join in and give you a little thanksgiving bonus of our own if you buy anything from Brian.
Examples & Case Studies: What Are Other Businesses Doing?
Make sure you sign up for updates, because we’re going to update with more awesome tips, including actual case studies, live examples, and more!
Keep our blog open this holiday to get easy to execute tips that will make your PayPal account overflow!