Black Friday is getting closer and the digital marketing campaign is almost ready, waiting to be put into action.
You can consider this article as a guide to follow when building a Black Friday campaign strategy. Here you’ll find strategies and tactics for your company that sells cloud products to inspire you and help create the most effective plan for your campaign.
Like any other campaign, the goal of our campaign is to attract the attention and interest of businesses, in our case small and mid-sized to convert them into long-term customers.
The digital marketing channels that lie at the basis of our Brack Friday campaign are the company’s website, e-mail, social media & guest blogging.
We believe that this campaign provides the most advantageous results if a team of 5 competent and enthusiastic members is part of it. Their responsibility is to come up with savvy solutions to attain the objectives of our Black Friday campaign. So we need a
- web designer
- social media specialist
- web developer
- digital marketer
Below is the strategy for the Black Friday campaign with examples and the duties that each team member must take care of.
1. WEBSITE LANDING PAGES & POP-UP
First, we start by building two landing pages developed in-house by our web designer and web developer.
We do some A/B testing before the correct version goes live to see which of the landing pages is the most appreciated by the public.
Moreover, we can implement two landing pages that address the two market segments separately: small and medium-sized businesses.
Each landing page will promote cloud-based products differently. These two landing pages will have two innovative designs that answer the needs of our customer segments.
See the next 3 examples of landing pages that could easily convert visitors into buyers:
On the landing page, in the header, the web designer can build a contact form box. Thus, potential customers can leave their contact details to benefit from the offer. The contact form box can contain fields such as e-mail and a call to action (CTA) button – Get the Solution.
Or you can build a pop-up that you can schedule to appear while visitors interact with your site. This pop-up may contain the Black Friday offer with the corresponding discount as in the example below:
It’s a solution-focused approach that incorporates the most important aspects of your landing page that you want to bring in front of your visitors. This way, you can easily convert users into leads or customers through your website.
Don’t forget to write a compelling text in which to clearly present the offer to your users.
So, the web designer can either build the landing page in PhotoShop or use a drag-and-drop builder.
There will be four traffic sources through which the website’s landing pages will gain visibility and conversions:
- Guest blogging
- Social media
- Search engines (organic)
2. E-MAIL MARKETING CAMPAIGN
Our email marketing campaign targets our existing database with small and medium companies. It needs to be very well segmented in order to reach our target market that is most interested in buying our cloud products.
We take into account the characteristics of the two segments. And in order to promote our special Black Friday offer and connect with the recipients at a deeper level, we’ll personalize the two e-mails and add content that’s straightforward and sharable.
The tool we use to create our email marketing campaign for Black Friday is Mailchimp. Or any other tool that can help us develop modern and creative e-mail marketing campaigns and sell our cloud products.
Our customized landing pages will be added to emails in the form of a CTA button. Once potential customers click on the fancy button found in the email, they will reach the relevant landing page. Here they’ll find the offer that genuinely suits their requirements and budget.
3. SOCIAL MEDIA – FACEBOOK & LINKEDIN
The third digital marketing channel through which we make our Black Friday campaign popular is social media – Facebook and LinkedIn.
The social media specialist is in charge of posting daily on Facebook at least 2 posts that address the needs of small businesses when it comes to cloud products.
The posts should lead the audience to the landing page we discussed earlier. They’ll be visible on the company’s Facebook page and shared on groups that approach topics about cloud products.
Design special banners that promote the Black Friday offer for cloud products to post both on LinkedIn and Facebook.
Also, implement a paid Facebook campaign for the best possible outcomes and maximum ROI.
For mid-sized businesses, Linkedin is a better channel compared to Facebook. On this platform, the campaign for Black Friday will be promoted organically through the articles posted on the company’s page and shared on different groups.
The answers social media specialist offers to potential customers questions and comments should trigger engagement on the business website.
4. GUEST BLOGGING
The content writer will be responsible for writing 4 articles each containing at least 1000 words. Articles will target specific keywords related to the cloud products and Black Friday offer.
These keywords will contain specific campaign links on which potential clients click on and get on the landing pages. There they find details about the product’s key features, discount and user-friendly CTA for purchasing.
Two articles will be posted on the company’s website, in the blog section. Inside these articles, CTA will be added a few times to send the potential customer on the landing pages where they can sign up, make a purchase or schedule an appointment.
The other two articles will be posted on partners’ websites, sites with high authority, and relevant for the cloud industry. There will be links in the articles that will take the site’s visitors to the Black Friday landing page of the business website.
One of the articles posted on these niche sites will target small businesses and the other article will target mid-sized businesses.
We’ll use Semrush or Ahrefs to identify webpages with articles that:
- rank well for the organic keywords that this campaign targets;
- target audience reads this content;
- high domain & page authority;
- have quality traffic & backlinks;
- good shares and comments;
- no spam score.
KEY MESSAGE IN THE TITLE/HEADLINE
On all of the four digital marketing channels will be a similar CTA, either in the text or banner: 80% off your purchase if you migrate to X cloud solution by the end of the year.
This type of headline designed in an innovative way by the web designer can determine potential customers to enter their details or click on the title or banner.
All of the team members are responsible to make the key message visible when working on the Black Friday campaign.
Web designer makes sure key message is present and visible on the landing page & banners,
Social media specialist – in posts, messages & banners on social media;
Web developer – on the website;
Digital marketer – on all 4 digital marketing channels.
KPIs & MEASUREMENT
KPIs will be measured through Google Analytics (GA), Google Tag Manager, Search Console, MailChimp, Semrush/Ahrefs.
All of the campaigns must be checked before they start, while they are on and assessed when they end. In case irregularities are observed while these digital campaigns are live, they must be urgently adjusted to achieve campaign performance goals.
The most important KPIs for the landing pages are:
- Unique visitors
- Time spend on the page
- Bounce rate
- Exit rate
- Clicks on the CTA button(s)
- Conversion Rate
- Number of shares on different social media platforms
The most important KPIs for the email campaign are:
- Delivery rate
- Email open rate
- Click to open rate
- Time spend on the landing page
- Unsubscribe rate
- Spam complaint rate
- Conversion rate
The most important KPIs for the social media campaigns:
- engagement: clicks, shares, comments, reactions
- number of page likes
- page views
- action button clicks
KPIs for guest posting:
- number of clicks on the campaign links found in the articles;
- unique visitors that come from that article;
- time spent on the landing page;
- bounce rate from the business website;
- exit rate from the business site;
- number of shares of the articles and on which platforms
All of the team members will be responsible for campaign functionalities and optimization. These campaigns need to be optimized both for desktop and mobile.
Together with the team, the online marketer is implied in all of the campaign tasks, collaborates with the management, proposes and develops ideas, messages and brings synergy to operations.
Through Google Analytics, we can know exactly how many leads – contact forms were completed and how many conversions – purchases our clients made.
The digital channels through which these leads and conversions took place could be considered for future digital campaigns. Past campaign results and website data are essential when building a future campaign strategy focused only on the channels that bring the highest ROI.
If the company is at the beginning and there isn’t data available, it is recommended to try different channels and see what’s working and what’s not.