Plan Ahead: Digital Marketing Strategies for Black Friday 2022

Black Friday isn’t an official U.S. holiday, but it’s still one of the most anticipated events in the country; after all, it’s hard not to get excited when brands are running their most exciting e-commerce marketing bargains.

Naturally, business owners benefit from the occasion too. In fact, Shopify store owners as a whole earned $6.3 billion between Black Friday and Cyber Monday of 2021 alone — a whopping 23% increase from the year prior.

This much-awaited sale season is just around the corner again. If you haven’t prepared your Black Friday marketing 2022 plan, now’s a great time to start planning.

Black Friday Marketing Ideas

In this article, we dive deep into a few strategies and techniques you can use to ramp up your sales this year, including Facebook marketing, Google Ads marketing, and more. Read on and boost your holiday sales!

1. Make a Gift Guide

One of the most powerful online platforms you can use for advertising is your website – after all, you can link all of your e-commerce campaigns to it.  Make it stand out with a curated gift guide for your shoppers. These guides can take the form of blog posts or even special Black Friday landing pages.

Here are a few tips to get you started on this Black Friday strategy:

  • Target different buyer personas: Segment your products into personalized categories that will resonate with your existing and potential clients. For example, you can create a guide For Friends With Green Thumbs or For Tennis Fans sections to capture quality audiences.
  • Work with your team: Apart from sales data, you can ask your associates about products you can add to your gift guide. They can offer valuable insights on potential top-selling products.
  • Highlight bestsellers: If you have a cash cow that appeals to different markets, put those on top of people’s holiday gift lists.

2. Use Google Ads

There are two ways you can use Google Ads marketing to your advantage: Performance Max campaigns and promotion extensions. We’ll cover both below.

Performance Max Campaigns

Performance Max campaigns, also known as PMax campaigns, are adaptable ad types that combine automation and machine learning to achieve particular goals. They tap across various platforms on Google’s network, including YouTube, Gmail, Shopping, display, search, and maps.

Here’s how they work: you choose a marketing objective and conversion goals for the campaign. Note that you can create more than one campaign to achieve your desired return on investment (ROI) rate.

Afterward, PMAx’s automated bidding and targeting technology will invest your budget based on your targets. Advertisers have experienced an average 13% increase in conversions with this feature.

Promotion Extensions

If you’ll be running sales for Black Friday, you can add promotion extensions to your campaigns to highlight them.

This feature lets you include a monetary or percentage discount, giving your ads more impact. You can write ad copy like “Black Friday Sale: 25% Off All Items! Valid Nov 20 – 27.”

3. Offer Exclusive Promos for Loyal Customers

The Pareto principle — also called the 80/20 rule — can be applied to digital marketing by saying that 80% of a company’s profits come from only 20% of its loyal clients.

Your loyal customers make up this small percentage. These people are priceless because they spend more on your products, recommend your brand to others, and leave good online reviews.

For this reason, you should do everything in your power to nurture these relationships.

One of the most convenient and cost-effective ways to show appreciation to loyal customers is to offer them exclusive e-commerce marketing promos for Black Friday. Create an email drip to encourage them to support your sale event. You can do this by offering exclusive discounts and early access to sales.

4. Run Facebook and Instagram Ads

Some business owners don’t realize they don’t need massive budgets to run Facebook marketing efforts and Instagram ads. These platforms offer granular control on targeting and spending, helping you spend your money more effectively on quality prospects.

One of the most effective techniques to boost conversion rates is to apply remarketing techniques — or tapping people who are already familiar with your brand. You can show your ads to those who have interacted with your social pages in the last month or even add your email list to your targets.

According to recent remarketing statistics, 58% of shoppers notice ads for familiar products, and such strategies generate 40% of revenue for advertisers.

Exceed Black Friday Sales Targets This Year

Here’s our favorite Black Friday marketing 2022 tip: use a multi-channel approach for your sales event. Combined with great deals, these ads can help you exceed your sales targets this year.

If you don’t have an expert on your team, we recommend working with a reliable marketing agency like ours at ScaledOn. At ScaledOn, we use smarter marketing to support our clients’ growth. As your competitors sleep, our team will test, iterate, and boost your sales.

Request a free consultation with our specialists now to launch your best Black Friday campaign yet.