Black Friday and Cyber Monday (BFCM) are two of the most significant shopping events of the year. People aren’t just looking for great deals; they're also seeking valuable content that helps them make informed purchase decisions. This is the bread and butter of organic content, and now is the time to strengthen those pieces of your marketing. With a strategic approach, you can boost your sales while providing value to your audience.
Understand your audience
Before you begin creating content, it's so important to understand your target audience. Otherwise, you’re moving ahead with zero strategic direction. What a waste of time! Always start with the customer. Conduct research to identify their preferences, pain points, and interests. Consider using tools like Google Analytics, social media insights, and customer surveys to gather data.
Knowing your audience will help you create content that resonates with them. Are they price-conscious shoppers looking for discounts, or are they more interested in the quality and features of your products? Tailoring your content to their specific needs will increase its effectiveness.
Create engaging blog posts
Blogging is the best. I love it. (If Google brought you here, you’re reading this post on my blog!) To start, brainstorm topics that are relevant to your products and audience. Here are some ideas:
Gift guides: Create gift guides based on different themes or recipient types (e.g., "Tech Gifts for Gamers" or "Luxury Gifts for Her").
Product spotlights: Highlight individual products, showcasing their unique features, benefits, and use cases.
How-to guides: Write step-by-step guides related to your products, helping customers make the most of their purchases.
Customer reviews: Share customer testimonials and reviews to build trust and credibility.
When creating blog posts, be sure to optimize them for search engines by incorporating relevant keywords and providing valuable information. This will increase your blog's visibility in search results and attract more organic traffic.
In this photo, I'm working on social content and web copy at the same time! 😂
Develop compelling social media content
Have you heard the saying fail to plan, plan to fail? It’s an extreme one, but it can be pretty accurate. Plan a social media content calendar well before BFCM to ensure a consistent presence on your channels. Because I like you so much, here are some ideas for social media content:
Teasers and countdowns: Create anticipation by posting teaser images or videos counting down to the BFCM sale.
User-generated content: Encourage customers to share their experiences with your products and feature their content on your social media.
Behind-the-scenes: Show the human side of your brand by sharing behind-the-scenes glimpses of your team preparing for BFCM.
Interactive polls and quizzes: Engage your audience with interactive content, such as polls and quizzes related to your products.
Remember to use relevant keywords and hashtags (if appropriate on that platform) and engage with your audience through comments and direct messages. Social media is an excellent place for building a sense of community around your brand and strengthening relationships with customers who may buy from you (for the first time, or repeatedly).
Optimize your website
Your website is the hub for all BFCM activities, so optimizing it for organic content is crucial.
Here's how:
Landing pages: Create dedicated landing pages for BFCM deals and promotions. These pages should be easy to navigate and provide all the information customers need.
SEO optimization: Ensure your website's product pages are optimized for SEO. Use descriptive product titles, high-quality images, and detailed product descriptions.
Content updates: Regularly update your website's blog with fresh, relevant content. This attracts organic traffic and demonstrates your expertise in your niche.
Use email marketing to promote Black Friday
Email marketing is a highly effective way to promote BFCM deals and engage with your audience. Craft compelling email campaigns that include informative and engaging content.
Consider these email types:
Pre-sale announcements: Send emails announcing your upcoming BFCM sale and highlighting some featured products.
Gift guides: Share curated gift guides with product recommendations tailored to different customer segments.
Customer stories: Showcase success stories or case studies that demonstrate the value of your products.
Segment your email list to ensure you send relevant content to each group of subscribers. Hot tip: personalization can significantly boost open and click-through rates.
Leverage influencer marketing
Influencer marketing is a powerful way to reach a broader audience with your organic content. You might consider partnering with influencers who align with your brand and products. They can create authentic content, including reviews and unboxing videos, to promote your BFCM deals.
Remember that transparency is essential in influencer partnerships. Disclose sponsored content and ensure that the influencers genuinely appreciate your products. There needs to be alignment on values from both parties, or it's going to be a giant miss.
Preparing for BFCM with organic content is a strategic approach that can yield benefits for your brand far beyond the holiday shopping season. Remember that organic content isn't just about promoting your products; it's about providing value to your audience and building lasting customer relationships. By focusing on quality and relevance, you'll boost your BFCM sales and set the stage for continued success throughout the year.
Need help to boost your organic content? Let's talk!