Have you started your BFCM (Black Friday/Cyber Monday) preparations? If not, you might be missing out already.
These are two of the most important days in the eCommerce world.
They represent a ferocious introduction to the holiday season, known to make or break millions of brands.
Note: BFCM 2021 falls on the weekend from 26th to 29th of November.
It’s during this time everyone wonders how to increase sales and get their brand out there in the spotlight.
And this year it’ll be a more daunting task than ever before.
This article will help you prepare for the upcoming season and we’ll provide some examples that helped us make our clients happy.
BFCM 2021: Ecommerce Takes the Throne
Everyone got used to Black Friday and Cyber Monday being the days where you can see dozens of videos of people fighting over a discounted TV.
But last year brought an unexpected change. Almost the entire holiday shopping went online for the first time ever.
The pandemic was a catalyst for something that was already in motion. The convenience of online shopping has been threatening retail stores for years.
And as many predicted, the era of eCommerce finally took over.
If you’re unsure of the above, just glance over Shopify 2020 Black Friday and Cyber Monday data.
Two years ago (2019), their merchants recorded $2.9 billion in online sales. Last year? $5.1 billion!
All these trends will probably remain and continue to grow throughout this holiday season. With just one catch – the stores are opening up as well!
So if you missed putting a face to your customer, you can rejoice.
On the other hand, leading your potential buyers to your shop is now another thing to think about…
But don’t worry. Keep reading and we’ll get you all prepped up.
Preparing For the BFCM Fever
Every year eCommerce sellers have a tougher job on their plate.
The number of online stores is growing which brings additional flux of competition.
As a result, the battle for ad real estate gets fiercer, which drives the price up.
And on top of everything, you have iOS updates that affected literally the entire advertising landscape.
Venturing into BFCM unprepared is like trying to drive in fifth gear with a blindfold. You’re bound to get hurt.
On the flip side, if set up your campaign properly, create captivating ads and optimize everything before the hot season – you’ll record the highest win of the year.
We’ve marked some great places to start your preparation.
1. Tackle the iOS Updates
Have you heard about the ADpocalypse? Yep, that’s how Facebook marketers are calling the post-iOS 14.5 updates era.
If you’ve been living under Uluru (the biggest rock in the world) this year, you should learn more about the infamous privacy update here.
This update can seriously hamper your tracking and marketing efforts so make sure you deal with it properly.
Can you resolve it? Not really at the moment. But you can limit the damage.
2. Set Up BFCM Goals
Setting up your BFCM goals goes much broader than just setting up Facebook Ads: What’s your goal? Do you want to drive traffic to the website? Increase conversion rates? All these things will impact the campaigns you want to create.
Here are some of the many different types of goals for brands to focus on during the BFCM seasons:
Determine your most important KPIs and stay on track when the season becomes hectic.
3. Prepare Discounts
Why do people love BFCM and Q4? Because of the discounts.
This magical word will trigger a shopping frenzy like no other.
However, an everyday discount offer is by no means enough for fired-up consumers — Don’t stick a 10%, 15%, 20% tag off a particular product and think you’ve done enough.
You’ll need to up your discount game.
In 2019, Numerator released intriguing research on average BFCM discounts.
The average Black Friday discount was 43.3%, while Cyber Monday had 40.5%. The highest discounts included housewares, apparel, footwear, and jewelry – 50 to 60% on average.
And yes, you might think that huge discounts aren’t profitable (and of course you’d be right).
But during Black Friday Cyber Monday you don’t focus only on revenue, ROI, and similar metrics.
Instead, you need to focus on customer acquisition.
Remember, this is the time when most people are extremely shopping friendly.
You need to capitalize on this and acquire as many customers as possible. These are users that you’ll retarget and/or upsell with email and remarketing campaigns throughout the year.
And BFCM marketing campaigns are a perfect place to acquire such users.
4. Boost Social Validation
Boosting social validation is one of the most important pieces of the groundwork for a successful BFCM campaign.
If you still haven’t done anything about it, now’s the right time.
Why is social validation important?
If someone recommends you a product, you’re more likely to consider it than if you just see it online.
People trust other people’s judgment. Brands… not so much.
You can sell the best footwear, the best dog accessories, or skincare product. But if you don’t have social validation on your ads it’ll raise eyebrows among your potential customers.
Engagements, user-generated content, reviews, testimonials… It all adds to the customer’s trust.
Remember: It’s not only the quality that sells – it’s the hype around the brand as well. Make sure you use testimonials and reviews in your ads and you’ll most certainly profit.
5. Make Eye-Catching Ad Creatives
Your Facebook ads aren’t worth much if you don’t decorate them with eye-catching visuals. And during BFCM this is more crucial than ever.
Your prospects are inundated with attractive offers, beautiful visuals, and copy from your competitors during Q4 more than any other time of the year.
You’ve got to get your creative juices flowing and make your ad creatives stand out from the bunch.
Once you know your goals, your discounts, and you’ve worked on your social validation, you should have enough materials to create engaging ads (or hire someone to do it for you ).
6. Set Up Your Ads
Now that you’ve laid the foundation, it’s time to focus on the technical part. If you don’t set up your ad properly, you won’t be able to promote your BFCM sale.
Everything from setting up your Facebook Ads Manager, setting pixels, applying segmentation, and preparing audiences to fall into this category.
We won’t spend as much time on this given that you’ve probably got it all set up. But if you haven’t done this before, what are you waiting for?
Head over to Facebook and follow the step-by-step instructions.
Tips and Strategies To Make BFCM 2021 a Success
You think regular Facebook ads are difficult to run? We got some bad news.
The execution of your Black Friday Cyber Monday strategy is an entirely different beast.
We’ve spoken with fellow eCommerce agency experts and they all seem to agree on a few things:
- This years’ holiday shopping will be bigger than ever
- Shopping behavior won’t be as dramatic as in previous years
- BFCM 2021 will cause brands to restrategize
Moreover, last year’s pandemic will cause a tidal shift in the way shoppers prioritize products.
Living essentials, holiday gifts, eco-aware products may thrive.
Also, supporting small and local businesses has become a big deal in recent years.
These are stuff you should implement to go a long way during this Black Friday Cyber Monday.
1. Start Early
How do you plan for Black Friday or Q4? Don’t fool yourself into thinking there’s still time until Q4 gets in full swing.
There are two reasons for this:
1. You got to capture your buyers’ attention early. There’s no use in finding prospects if your expensive ad is just a drop in the ocean; and….
2. CPMs spike massively as you move closer to BFCM, making buying traffic expensive.
The takeaway here is that if you’re late to the advertising party, you’re probably up for a major disappointment.
A lot of marketers tone down their spending prior to BFCM and prepare to go all-in for Q4. What do you think happens? You’ll spend a huge chunk of money on your ads only for them to get lost in the dark.
Instead, start with your top-of-the-funnel campaign as soon as the Q4 starts. Build anticipation for what’s going to happen next and pre-cook your customers so you can later switch to the real deal – remarketing.
Here are some tips:
- Sneak peek at BFCM deals: Announce your Black Friday Cyber Monday campaign with ads that build hype for the real thing.
- Sale start notification: Make a landing page with a countdown until the sale starts. Add a sign-up form that will notify your customers when the sale starts. Easy lead generation and guaranteed sales!
- Regular prospecting campaigns to gather data: You can still run prospecting campaigns even if sales are down (as they are before the holiday season). Facebook can gather insight on website visitors, past purchasers, etc which you can use for remarketing during the sale.
2. Leverage New Platforms and Features
It’s an exciting summer ahead for social advertisers.
Instagram Reels (platform’s answer to TikTok) rolled out Reels Ads. Meaning you can utilize this super new and popular platform for your Black Friday campaigns.
Some brands may think it’s bold to put their campaign’s fortunes into such a recent platform. The data is lacking and the results are still mixed.
But as they say – those who dare, win. And usually, those that capitalize on new trends before everybody else jumps in win the most.
The other platform that should bring great results is, of course, TikTok. A relative newcomer to the ad space took over the entire industry by storm.
Think of creative ways to get your Black Friday offers out to the TikTok public and you may see a surge in sales!
Tip: Partnering with influencers may do wonders for your TikTok ads.
3. Set Up a Facebook Store
Facebook Store provides shoppers with a streamlined customer journey and a fast checkout. Two things that are becoming absolutely crucial in the eCommerce landscape.
If you’re running Facebook ads, a Facebook store allows users to complete their purchases without ever leaving the platform.
This helps fend off distractions eliminate cart abandonment, and make the entire shopping experience as close to real-life as possible.
Not to mention the importance of a fast checkout in the evolving eCommerce space. Facebook even integrated Facebook Pay just to deal with this issue.
If you still haven’t set up a Facebook store yet, here’s a little guide to get you started.
4. Make Sure Your Ads Provide Clarity
This part is closely related to your ad creative and one thing’s for certain: BFCM and Q4 are not the best time to experiment.
If you have tried and true campaigns that convert, don’t try to go too much outside the box. Make your ad creatives clear, eye-catching, and immersive.
According to Global Web Index, 86% of people worldwide would like to hear from brands that are running a particular promotion. So arm yourself with offers, bundles, and/or discounts, and make sure you display them clearly to your audience.
Remember: our attention lasts for three seconds. If it takes you more than that to transmit your brand’s message, your prospect will swim away.
5. Rethink Your Brand Voice
Last year caused most brands to restrategize the way they address their audience.
A 2020 research from Merkle claims that spending will be focused on needs, not wants as shoppers adapt to the consequences of pandemic (both economical and psychological).
Also, connecting on a “deeper level” may prove crucial. Plenty of people have lost someone or something during the pandemic.
Shoppers don’t want brands to act as nothing happened and advertise products/services in a vacuum.
Yes, we’re struggling. Everybody is and that’s okay.
If you can, don’t be afraid to emphasize that in your ads.
Another thing, it’s vital to match the values of the modern consumer.
Ethical manufacturing practices, positive societal or environmental impact, and nurturing long-term relationships will go a long way.
6. Focus On Remarketing
BFCM is when remarketing can see the most success.
You’ve spent so much time capturing leads, nurturing your brand identity, and growing relationships with your customers. Now it’s time to turn all that hard work into results.
With a good remarketing campaign, you’ll appeal to all those users that already had an interest in your product.
So let’s say you start your prospecting early.
You’ll gather a database of engagers, website visitors, leads, past purchasers, etc.
Then when the BFCM is in full swing, you can get your remarketing ads to pick those shoppers up again.
Also, you’ll manage to stick in the back of their mind for whatever product you’re offering.
Tip: The majority of customers are going online but you can still try to replicate their offline behaviors as well.
Use ads such as carousel to showcase as much of your store as you can.
7. Optimize Ads For Mobile
U.S. consumers are now using smartphones more than any other device. Thus, they’re more likely to encounter your awesome ad while scrolling on their mobile.
For that reason, it’s best to optimize your ads for mobile. The same goes for your landing pages as well – the responsive design may look great, but it’s not always convenient for mobile phone users.
8. Salvage Your Abandoned Carts
The majority of marketers think that driving traffic to the website and capturing leads is half the job done.
However, when you understand the full scope of the consumer journey, you’ll know it’s far less than that.
Statista released new research in March 2020 saying that 88% of carts on average were abandoned worldwide.
This means that you need to set up a few remarketing campaigns that will appeal to all those users that left their carts.
Luckily, most social platforms allow you to target cart abandoners with special ads to try and convert them one last time.
Usually, these ads go with special offers, discount codes, free shipping, etc, which can push the prospect for that one final click.
TIP: Create an abandon cart strategy just for BFCM. Set up an email trigger 15 minutes after website visitor abandons their cart. In a hectic holiday season, shoppers are easily distracted and they may forget they ever visited your website!
9. Leverage SMS
SMS marketing is the next big thing and there’s no better time than BFCM to test that.
According to research, an average person spends 3 hours and 15 minutes each day looking at their phone.
And check these two awesome stats from Yotpo:
- SMS open rate is over 90%
- 90% are opened and read within the first 3 minutes
So here’s what you need to do.
First, create engaging content that’s both witty and short. Use it to inform them of your BFCM offer and place a CTA with a link that would take them to your landing page.
But beware. Pushy, aggressive SMS marketing can put customers off as well. So tread lightly when you start setting up your SMS campaign.
10. Get Loyalty Programs Going
As mentioned, cultivating positive relationships is the priority of Gen-Z consumers.
Rewarding loyal customers during BFCM brings a lot of upsides.
Increase customer retention, raise brand awareness, and you might even get some user-generated content.
It’s also natural to communicate your appreciation to your most loyal shoppers.
Here’s some stuff you can implement to prize your most loyal customers:
- Offer special discounts to repeat customers
- Send trial pieces of new products to most loyal buyers in exchange for a feedback
- Offer gifts with purchase
Short Case Study: TGM Ads That Crushed BFCM
The proof’s in the pudding. Don’t think we’d let you go without a few examples!
BFCM Ad Example 1
Bare Performance Nutrition (BPN) had huge goals during last year’s BFCM. The performance supplements were on the way up and a great Q4 would skyrocket their growth.
Why is BPN an interesting example?
There was plenty of testing involved prior to the peak season. We wanted to set up the stage on time by testing creatives, interests, and lookalikes while the CPMs are lower.
The funny part here is that some of that targeting didn’t work initially. But after some time conversions started kicking in.
We concluded that some people needed some time to reconsider before buying – hence why we emphasize remarketing.
We decided to run the ads regardless.
BPN absolutely destroyed the BFCM season – thousands of purchases and 7-figure total revenue with over 10 ROAS.
Best performing ads?
This is one of the ads that we tested during prospecting. The video showcases Nick Bare, the face behind the brand hitting those body goals, saying – this could be you. The copy touches all the most important questions: safety, quality, money-back guarantee, and validation.
The remarketing did remarkably well during BFCM. This is just one of many ads that boosted the conversion rate. It’s one of the explainer ads that we like to talk about. This one in particular focuses on the ingredients and the variety of different tastes.
BFCM Ad Example 2
Last year, Samii Ryan was looking to make a major breakthrough in the apparel niche with her By Samii Ryan brand. We’ve set up prospecting and remarketing campaigns on time, wanting to boost their social validation for future campaigns.
Why is By Samii Ryan an interesting example?
The results Samii Ryan made were great. Our core prospecting campaigns brought a lot of interest while remarketing crushed the conversion.
But what’s important to notice here is how important a good BFCM is for the future of the brand.
The BFCM prospecting we did in October and November did wonders for the December campaign as well. And the growth passed onto the next year.
Now, the results we considered successful in 2019 are ten times less than what Samii Ryan makes on average during Facebook ads!
The huge success of the campaign reflects in static and dynamic remarketing having a combined ROAS of 7.5!
Best Performing Ads
We talked about these types of ads in the article. When on mobile, users can open the collection of ads in a new window where they can browse a variety of products. Considering that retail experience will be much lower this year, these ads are practically a good alternative.
A nice little discount with a promo code always works well with remarketing, especially when you target cart abandonments.
Buckle Up – BFCM’s Gonna Get Wild
Keep in mind that these are just some of the possible tested strategies that should help you increase sales and crush Q4. Of course, we can’t share all our precious tips for success (nothing personal!)
Nevertheless, this should provide a necessary foundation and, hopefully, trigger a creative spark that will help you achieve your Q4 targets.
What else do you do during your BFCM preparation and execution? Do you have some BFCM ad strategies that you’d like to share? Leave a comment below and let us know what you think!
Also, if you want more similar articles, tips, and case studies, feel free to contact us or subscribe below so you never miss a post.