The last couple months of the year are crucial for many consumer-focused companies. People are in the mood to buy during the holiday season, and there is a lot of competition for their attention.
In order to build up engagement, you need to create content that helps ease consumers into your sales funnel. Deals should be offered to people in the know — through subscriber lists and social media groups — but you should avoid encouraging people to wait to buy. Small micro sales can help, as they get people to check in regularly.
To help you narrow down the many options, we asked 15 entrepreneurs from YEC for their best advice on how to promote your fast-approaching Cyber Monday sale to increase its reach and success.
1. Expand Your Top Funnel Ad Buys
There’s still time to juice the opportunities you have in order to capture more volume during the holiday sales. Widen your top funnel with ad campaigns that target reach or brand recognition goals instead of actual conversions. The more people you can pixel for retargeting later this year, the better. This should be followed up with a strong retargeting campaign as your sales go live.
2. Collect Email Addresses
Start collecting email addresses by A/B testing different email capture forms on your website. Segment your email lists to send the most relevant offers to your customers based on how they interacted with your website and which sign-up form they submitted their information through.
3. Use Pay-Per-Click Ads, Then Retarget
Launching an early pay-per-click ad group is a great way to get people aware of your promotions in the week leading up to Black Friday and Cyber Monday. All throughout Thanksgiving weekend, launch a retargeting campaign for people who have clicked on your ads during the early stages of their research. This will keep your brand top of mind once a purchasing decision is finally made.
4. Have Chatbots Provide Offers
Chatbots share personalized messages with each person who contacts the company with a question. Before they leave, and after having their questions answered, the chatbot has time to search through purchase history and match the person up with one of many promotions you have developed, and then share that deal with a special link.
5. Create Helpful Content
Creating content may take effort, but if it answers your target customer’s questions and moves them down the buying funnel, there are few things more effective. Other methods may involve more push, but content helps you pull your prospects and customers in to learn more about your offerings.
6. Don’t Get Too Specific
Promote the sale, but don’t offer specifics. That way you will minimize sales decreases in the time leading up to Cyber Monday. People wait to stockpile their usual items on sales, but if they don’t know they will be on sale, it will maximize non-deal sales for better overall margin. Ambiguous terms like “Biggest sale ever!” can be used to pique interest without killing normal sales.
7. Provide Early-Bird Specials
Promote your Cyber Monday deals through a social media campaign and offer a promo code they can use on Cyber Monday for larger discounts. This not only allows you to display your Cyber Monday deals, but also encourages customers to visit your site and take advantage of the promo code the day the deals become live. Start off with larger discounts and slowly decrease them as you approach Cyber Monday.
8. Create Story Videos
Create videos that start highlighting what you have planned for the holidays. Make little stories around each product highlight to get people feeling warm and fuzzy about the upcoming holiday season. Include helpful hints for your audience as they start their shopping. Early shopping promotions can be included to start ramping up sales early on.
9. Tap Into Amazon Deals
If you’re selling on Amazon — and if you’re not, you should be — take advantage of features such as Lightning Deals. While you have to provide a substantial discount, the volume you could generate during Cyber Monday or for the holidays is incredible, not to mention the additional exposure that comes along with it. Entire product lines can be popularized in this fashion.
10. Offer Free Shipping
How many times have you wanted to buy a product but decided not to because of its shipping cost? Too many, I’ll bet. People love it when things are free. Free shipping is the cherry on top of your Cyber Monday discount sale sundae. Whether you use social media, your blog or ads to market your products, make sure that your customers know you can deliver your products free of charge.
11. Hold Mini Sales Until the Big Day
Drum up excitement for the big sale with tiny daily sales that get unlocked every day until Cyber Monday. One great way to make this interesting is by bringing back every item that was on sale throughout the last few weeks so that anyone who missed the sale they wanted has one more chance!
12. Use Instagram’s Poll
Instagram Stories are becoming a popular platform for marketers — and with good reason! Instagram recently launched a tool called Poll that allows users to ask their audience interactive questions. This is a great way to let your audience pick what they want and get them excited. Using data to choose the perfect promotion will increase engagement and give you a great holiday season.
– Suneera Madhani, Fattmerchant
13. Get Strong Returns Through Facebook Canvas
Our ROI from Facebook Canvas ads has been over 50 times in some recent cases. Those ads are so visual and interactive that they really engage the users and drive them to act. For a Cyber Monday deal, use a Facebook Canvas ad to drive to a landing page with a wait list for the deal. Give a small incentive to the first set number of consumers on the list.
14. Advertise Subscriber-Only Discounts
In the weeks before Cyber Monday, advertise subscriber-only discounts via social media, your blog and email. Only shoppers subscribed to your mailing list get the discounts. Encourage customers to share the discounts with their network. It’s a great way to generate advanced interest and build an email list of shoppers you can target with specific promotions.
15. Partner With Niche Influencers
Influencers are a great way expand your reach and connect with consumers, but many people make the mistake of trying to find influencers with a wide reach rather than a deep one. Focus on influencers in a relevant niche and prioritize high-quality content. Build them into your Cyber Monday plan and share your promotions and sales with them, which they’ll share with their audience.
How to Make the Most Out of Cyber Monday and the Holidays
Now that you’ve read through some of the most actionable tips for ways to not only make more sales and generate Revenue during Cyber Monday but to also increase brand exposure for your service and products. it’s time for you to actually Implement some of these methods into your business.
In short, it doesn’t matter what you are selling on Cyber Monday, as long as you were selling something and giving your audience something to take advantage of. Everyone is going to have their credit card in hand and ready to buy like crazy.
This is simply the best opportunity for you to make additional money and generate sales like never before.
If you enjoyed this expert roundup, also be sure to check out our previous ones on the best ways to create buzz around your brand and twelve working methods to increase homepage traffic.