With Black Friday & Cyber Monday just around the corner, customers far and wide are actively searching for deals right now – especially Consumer Tech products they’ve long been coveting. The good news is that it’s not too late for marketers to catch their audience’s eye through short-term influencer marketing and social media campaigns.
INFLUENCER MARKETING
Partnering with influencers is one way to drive sales for Black Friday and Cyber Monday. With TikTok, Instagram Reels, and YouTube Shorts dominating social media, influencer marketing has grown into a $2.1 billlion industry in 2023, up from $16.4 billion in 2022.
- Brand Awareness
Influencers help build brand awareness by posting about their favourite products from your brand – and they can give you a huge boost by doing so ahead of Black Friday & Cyber Monday.
It can also re-engage inactive customers with new releases. Moreover, influencers can spark conversations about your other items on their platforms instead of simply featuring a single product, potentially increasing the number of items that get to shine under a spotlight.
- Testing
While it makes sense to focus on past strategies that worked, testing new campaigns and channels allows your brand to find opportunities in additional traffic sources and customer segments, helping you keep up in a highly competitive, constantly evolving landscape.
One way to do this is by tapping influencers in industries that are a little further from, but still connected to, your brand. Consider high-engagement social media content creators with versatile content.
- Micro Influencers
Don’t let their smaller follower count fool you. Recent research shows that micro-influencers can generate up to 60% more engagement than popular content creators. You can reap this benefit without the hefty costs of working with celebrities and macro-influencers. Micro-influencers also make up almost half of all influencers, so finding one who fits your niche should be fairly easy and not as time consuming as onboarding the major players.
- Product Reviews
Influencers provide social proof, which helps persuade customers to buy a product. Consider collaborating with influencers through product review videos or posts to provide social proof for your campaigns.
Reviews encourage word-of-mouth marketing and help customers learn about the problems your product can solve from a user’s point of view. By having an influencer review your product, the item and its benefits can easily reach a captured audience who can spread the word to their peers.
If your product has received some negative reviews, you can still turn the situation to your advantage on Black Friday & Cyber Monday by responding to them quickly and with empathy. This demonstrates that your business cares for its customers and your dedication to great service. Influencers can also talk about your dedication, especially if they have something constructive to critique about your product, further encouraging their followers to buy from your brand.
5. Repurpose Influencer Marketing Content
You can maximise your influencer budget spend by repurposing the content influencers have created for you in other channels. For example, Instagram posts or videos can be embedded in email marketing campaigns, product reviews can be repurposed as social media posts, and Reels can be turned into a quick turn-around PPC ad.
Using influencer content for email campaigns can also develop trust with high-intent customers. This type of customer values the opinions and reviews of other users before spending their money, so if an influencer in their niche is featured on your email campaign, high-intent customers are more likely to remember your brand.
Because product reviews pose as social proof, repurposing them as social media posts allows customers who want to learn more about your products to check out reviews without having to visit review sites or search for them online. They can conveniently get what they need from their feeds.
Lastly, Reels-turned-PPC-ads can make your boosted content more engaging, as Reels can be infused with storytelling elements through editing. They’re also a win-win for your brand and influencers since you can both reach new audiences without creating ads from scratch.
SOCIAL MEDIA
- Teasers
Some shoppers enjoy the thrill of the hunt; others prefer to plan ahead and take advantage of early bird sales. You can entice both kinds of shoppers by using social media to tease your sales. Offering ‘mystery deals’ or posting exactly what your promotions will be are both effective strategies.
By leveraging teasers, however short the timeline, brands can build anticipation and drive traffic to their stores on Black Friday as well as connecting with customers in advance to answer any questions they may have about your Black Friday sale.
- Create a sense of urgency
To grab attention and excite customers, write copy that conveys urgency to take action. On a busy feed, a post that stands out and creates a sense of urgency is more likely to convert to a sale rather than a post that doesn’t. By offering a limited-time discount or exclusive access to sale items, customers will feel compelled to take advantage of your Black Friday deals before they disappear.
- Sell directly on social media
The stats don’t lie, social selling works:
- Businesses that are leaders in the social selling space create 45% more sales opportunities than brands with a low social selling index.
- Businesses that prioritize social selling are 51% more likely to reach their sales quotas.
- 78% of businesses that use social selling outsell businesses that don’t use social media
By selling directly on social platforms you can put your products right in front of your target audience making it’s even easier for them to convert.
Audiences across almost every demographic are already engaging in social commerce and you can pretty much guarantee your competitors will be social selling too!
4. Use hashtags to reach new audiences
Black Friday & Cyber Monday also gives you an opportunity to reach new audiences on social media. By using the appropriate hashtags you can connect with people who are interested in Black Friday deals and help them find your products and services #blackfridayshopping #blackfridaydeals
- Activate a social media competition
A social media competition can drive traffic to your website or store, generate leads, and increase brand awareness. Offer a prize that your target audience wants and encourage people to take part in share it with their friends and followers. It works as social proof. Get your followers to tag their friends or repost your content on their story for entries.
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