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    Black Friday – Are you prepared?

    Verve Team Callum Richardson Digital Marketing Manager Written By Callum Richardson - Digital Marketing Manager at Verve
    Black Friday Header Image Black Friday Header Image

    Black Friday is just three weeks away, and we can still help you to make the most of this crucial E-commerce period. Sure, this is a busy period where almost every company will have a litany of offers and promotions, but there is a reason for this.


    Why Black Friday isn’t just a gimmick.

    Digital marketing is a powerhouse because of data. Google Ads in particular is an intent-based marketing channel, meaning you can advertise to people who want to buy, when they want to buy. Furthermore, you only pay when they are genuinely interested in what you have to offer. To put it simply, Black Friday is a festival of buying intent that can give a major boost to your ads campaigns. Potential customers know this is the time when they can shop online and get deals, so they have already taken the first, most important steps towards conversion. By working with Verve ahead of the period, we can help you to plan your digital marketing so that these steps lead directly to your website and the revenue results you want to achieve.


    Google Ads Support:

    All of your competitors are on Google too, and this comparison site makes the competition stark. With Black Friday there is always a temptation to not take part, because it is overdone. Unfortunately, the more companies participating, the more important it becomes that you have offers and that you promote these on ads. For example, if a customer is shopping for a specific guitar and their google search returns seven companies, six of whom are clearly on sale, then they are highly unlikely to engage with the company who did not do Black Friday. A Black Friday sale can win you these new customers, who in time will become your repeat purchasers.

    We have a plethora of experience in optimising Google Ads accounts for Black Friday. Whether this is changing the copy within campaigns, adjusting budgets or creating entirely new campaigns, we have the tools and experience to help you turn Black Friday into a success.



    This is a key channel for Black Friday, as you can communicate with your existing customers at a very low cost. Your customers will have far more buying intent than usual over Black Friday, so pushing your brand and products in-front of their faces is crucial. We can help you to plan and build email marketing campaigns which push specific discounts. Segmenting emails can be a great way to keep messaging relevant and avoid too many unsubscribes as it means you will not appear as spam.

    The second crucial part of Black Friday for email is in your lead capture. Thanks to the increased buying intent and your ads, you have the potential to find a lot of new customers and get them onto your website. Not every customer will convert into revenue, but giving them a reason to subscribe to your email database means you have them as a lead, and will generate sales off the back of your Black Friday campaign in the medium to long term.


    Meta Ads:

    Paid Social Media is fundamentally audience-based, which sets it apart from the intent based targeting of Google Ads. However, during Black Friday, there will be far more buying intent within your audiences. We find that meta ads are quintessential if you want to build awareness of a sale. You can target lookalikes of your customers, or even website visitors, and communicate with this audience at a relatively low cost. We have all been followed around social media by adverts; this is because they work.


    Social Media:

    Social Media is all about brand awareness, but we have a tried and tested trick that you can use to make a real difference to your business over Black Friday. It will boost your followers, massively increase engagement and get your key sales messaging front and centre, without any need for ad spend. If you want to find out how, email info@verve-design.co.uk


    In Conclusion:

    Black Friday is popular but I would argue that the idea it is ‘overdone’ is paradoxical. If you do it well, you will beat your competition to customers and see a boosted period of traffic and revenue. Most companies compete during this sale period because there is something worth competing for; buying intent.

    If you want potential customers who are in the buying mindset to find your company this Black Friday, then get in touch. There is still time for us to help, just email us on info@verve-design.co.uk