Creating a Black Friday Frenzy in Your Store

A D VA N C E D S T R AT E G I E S A N D T I P S F O R T R A F F I C A N D S A L E S

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About Me

• Content creator at Shopify

• Entrepreneur

Corey Ferreira

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What I’m talking about…What to expect this Black Friday

Traffic strategiesAdvertising tips

Snapchat

Black Friday emails

Get customers to promote your sale

Getting salesCreating a frenzy

Bonus tips and strategies

Questions & answers

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B L A C K F R I D AY O V E RV I E W

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Black Friday stats you should know

• TechRadar projects this Black Friday to be the biggest day of spending on the internet — ever

• Last year was the most active Black Friday on social media ever according to Wall Street Journal

• 1.4 million Tweets about Black Friday in the 7 days leading up to Black Friday

• Not just in the U.S. - last year Black Friday was trending in Germany, France, Ireland, Italy, New Zealand, Singapore, and Thailand according to Spredfast

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T R A F F I C S T R AT E G I E S

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Facebook ads

• Try unique targeting options: sales, deals, Black Friday, purchase behaviours, online shopping

• Stack these options with the targeting options you usually use or might use

• Make sure your ads are approved in advance

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Google Ads• Target unique search keywords: Black

Friday deals, “niche” Black Friday

• Make sure your ads are approved in advance

• Test Google Shopping ads as well

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Snapchat

• $5 per 20,000 square feet of coverage

• No URL, email or phone number — get creative

• Use a unique hashtag to your store/brand

• Place your geofilter on a mall or shopping center where your target customers might be

• Submit at least 3-4 days before BFCM sales to adjust if they’re rejected

G E O F I LT E R S

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Black Friday emails4 awesome Black Friday emails

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Black Friday emails

• Subject: Black Friday - 40% off everything!

• Clearly announces the sale, focused call to action.

• Keep it simple.

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Black Friday emails

• Subject: Black Friday + Giving Tanks

• Using Black Friday to increase average order value

• Your promotion doesn’t need to be a sale

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Black Friday emails

• Subject: Sweats + Shorts = THE SCHWORTS

• Inject your personality and humour into your promotions and emails

• Consider focusing on promoting one product on Black Friday

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Black Friday emails

• Subject: Woosters Almost Sold Out! Black Friday Prices + Free Shipping For A Few More Hours!

• Use scarcity in your emails

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Gift guides/shopping guides

• Find gift guides in your niche and reach out to bloggers and ask them to update theirs or create a new one

• Create your own!

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Customer referrals

• Get customers to promote your Black Friday sale for you

• Email/receipt after purchase with incentivized share call-to-action

• Recommended apps: Receiptful

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G E T T I N G S A L E S

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The power of scarcity• Create a sense of urgency in your

promotions and on your product pages

• Quantity based scarcity

• Time based scarcity

• The language you use helps with this: “limited time” “ends soon” “hurry”

• App recommendations: FOMO, Hurrify, Bold Product Discount

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Cross-sell and upsell

• Take advantage of the extra traffic: increase the average order value on your store

• Upsell customers on more of what they’re already buying

• Cross-sell a related product or accessory

• Recommended apps: Boost Sales

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Create a unique collection/landing page• Create a unique, temporary collection of

all your products that will be going on sale (even if it’s all of them)

• Your unique collection can be your Black Friday landing page

• Create a unique landing page just for Black Friday

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Theme your website• Change the graphics and creative on

your website and your social media accounts to a Black Friday “theme”

• Homepage hero/slider, logo, profile picture, cover photos

• Builds anticipation

• Gives customers a reason to shop

• CreativeMarket.com for templates

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Try an “extended day” sale• Give your customers a “Cyber Tuesday”

or “Black Friday part 2”

• Give people a reason to shop

• Maintain the momentum from Black Friday

• Allow people who missed out to get a second chance to shop

• Announce the extended sale the day of

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B O N U S T I P S

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Spy on the competition• Find a competitor in your niche that’s

around your size

• Google Alerts

• Usertesting

• Visual Ping

• Subscribe to their email list

• Follow them on social media

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Do something weird/different• Do something different/weird during

Black Friday madness to stand out

• Pitch your story to press

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Think mobile first

• What percentage of your traffic is mobile right now? Have you checked?

• When making design choices/decisions, look at your store in terms of mobile first

via activemobi.com

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Offer free shipping

• Test free shipping during Black Friday, even if it means needing to set an order minimum to do it

• Can increase conversions, test!

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Offer easy and hassle-free returns

• Can increase conversions, test!

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Track everything• Google Analytics

• UTM parameters in your links

• Heat map (Lucky Orange)

• Record sessions (Lucky Orange)

• Social media activity, bit.ly links

• Email reports

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Start now

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T H A N K S !