Black Friday is one of the busiest times of year for digital marketing, with nearly every company working hard to increase visibility and sales.

While the marketing channels are similar for everyone (Google Ads, YouTube Ads, Meta (Facebook/Instagram) Ads, and E-Mail Newsletters), the strategies used can vary. A newly created digital marketing news site, Keyofroi, has put together a short but useful list for business owners to help them manage their digital marketing efforts in the weeks leading up to Black Friday.

Optimizing Marketing Channels for Black Friday

It goes without saying that advertising materials should be optimized for Black Friday. This is especially true for visual content, which can be themed around the Black Friday event. For Google Search Ads, companies can apply "Promotion Assets" to highlight their Black Friday deals. Beyond regular campaigns, businesses with larger budgets or non-niche products can target broader keywords like "Black Friday deals."

Deciding Whether to Join the Black Friday Craze

While Black Friday may seem like a great opportunity for increased sales, it’s important to note that marketing costs can rise significantly due to increased competition and demand. For brands with smaller marketing budgets or lower profit margins, it might be wise to consider whether participating in Black Friday promotions makes sense. While costs may go up, businesses should also consider the potential for larger shopping carts and higher sales conversions. Black Friday isn't all doom and gloom, but it's important to calculate whether the sales will make up for the higher costs.

Preparing to Maximize Opportunities on Online Marketplaces

While social media and search ads are important, a significant number of shoppers go directly to their preferred marketplaces to make purchases. Additionally, as Black Friday approaches, reaching out to these platforms for collaboration or promotional opportunities could be beneficial.

Bracing for the Surge in Demand

As sales surge during Black Friday, keeping the customer experience smooth is critical. Businesses should check their stock levels, website uptime, and shipping processes to make sure everything runs smoothly. One of the main concerns for customers is delivery times, so updating shipping expectations and allowing more flexibility in campaign timelines can help ensure a better shopping experience.

Disclaimer: This guide does not recommend any specific actions, as digital marketing performance depends on various factors and can differ for each business and company.

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