Black Friday is the ultimate way to kick off your winter sales thanks to an audience that’s already prepped and ready to buy.
It would be crazy not to make the most of that opportunity. In 2017, US retailers earned a record $7.9 billion on Black Friday. This was an increase of nearly 18% from the year before!
On top of that, Adobe predicted that Cyber Monday would bring an additional $6.6 billion in internet sales.
With that in mind, the weekend of Black Friday and Cyber Monday are arguably among the key dates for ecommerce businesses around the world.
The Role of Social Commerce in Black Friday
There’s a lot that goes into getting your online shop ready for Black Friday.
Can your web host take the increase in traffic?
Is your check out process robust enough to deal with an influx of payments?
How much will shipping be slowed down due to an increase in orders?
All these questions require a lot of attention and are key to making Black Friday a success.
But none of it will matter if you can’t get that traffic to your online store in the first place.
Social media has had an increased impact on Black Friday over the recent years. Its success is undeniable: a report from 2014 shows an average order value of purchases on Black Friday referred from Facebook as high as $109.
The average order value from Facebook that year was $55, which means it doubled on Black Friday!
The number of conversations about Black Friday on social media increases every year. People want to be in-the-know on the best deals and discounts on the platform they’re already on.
And finally, data from the UK shows social shopping rises by 66% when it comes to Black Friday and Cyber Monday campaigns.
The earlier you start your Black Friday preparations, the better results you’ll see.
The good news is that even a small amount of prep work can get you significant results, and in this guide, we’ll show you how. By the end of it, you’ll have all you need to create a solid social commerce strategy for Black Friday and beyond.
Step 1: Prepare All Potential Customer Touchpoints
A crucial step in setting up a successful Black Friday strategy across your channels is making sure your potential customers never have to spend more than a few seconds to find your best deals, or encounter any roadblocks to buying them..
Here are a few ways you can do that.
Setup a landing page and link to it everywhere
Black Friday can be quite overwhelming for shoppers, which is exactly why many of them will start searching for Black Friday deals and offers weeks or even months before the time to shop comes.
This is why it’s a great idea to allow them to explore your products early, even if you haven’t yet decided on specific discounts. You can make you landing page super simple, or add an option to sign up for offer announcements using an email address
Walmart’s Black Friday landing page is really plain, but enough for people to know offers are coming and to return later:
This kind of landing page will be effective even if Black Friday is a week away—and even more if you have more time than that.
Update social media profile descriptions and call-to-actions
Once you have your landing page, the next best thing is to link to it across your social media profiles. Add it to your bio along with a simple call-to-action (CTA).
For example, if you still haven’t added any Black Friday-specific discounts, you might say something like: ‘Best Black Friday deals on [women’s fashion] are almost here!’
Make sure your CTA makes it obvious that the link is about Black Friday—it will be more effective than a generic discount message.
Pin key posts to the top of your profiles
Start sharing your landing page on your social profiles as early as possible! Play around with video, image, link posts, and GIFs.
Do this once or twice a week during the weeks leading up to the Black Friday weekend. When one of your posts gains traction and attracts engagement, pin it to the top of your Twitter and Facebook profiles so that they’re visible to new visitors and followers.
This will increase the recall of your products and offers for your audience once it’s time to shop.
Step 2: Tease Your Upcoming Deals and Drive Early Traffic
When you get to the final one or two weeks leading up to Black Friday, it’s time to get more specific and start teasing the special opportunities you’ve prepared for your online store.
Keep in mind people are looking for the best deals on products they want, but this doesn’t mean you have to drive yourself into bankruptcy. Even offers like free shipping or limited-edition product variations can work really well.
Schedule at times your audience is active
To make sure you’re working ahead as much as possible, make sure you’re prepared to post at times when they’re active.
The best way to do this and avoid wasting all of your time doing that is by analyzing your audience insights and scheduling ahead.
To look into times when your audience is active on your main social platforms, you’ll want to refer to:
- Facebook Page > Insights > Posts
- FollowerWonk > Analyze (for Twitter)
- Instagram > Insights > Audience > Followers
Install Facebook pixel and create a custom audience
Your Black Friday promotions, including your landing page, as well as product and category pages, will start to see some traffic increase.
One of the best reasons to do this even just a week before Black Friday is the ability to then retarget your website visitors with highly specific ads on Facebook and Instagram.
We’ll cover this as our final step in this guide, but for now, make sure your Facebook pixel is in place. You can see how to set it up in our advanced Facebook targeting guide.
Step 3: Create Meaningful Conversations on Social Media
The first two steps were all about the work during weeks leading up to Black Friday. This and next steps are focused on what you can do to drive sales on Black Friday itself!
Monitor your mentions and comments to answer questions
For an average online store, Black Friday is a time of discounts—on steroids. If you feel like you and your team are stretched quite thin during times of promotions and sales, you know providing great customer care can be quite challenging in those times.
To get ready for an influx of comments, replies, and queries, you can set up dashboards to make monitoring your conversations easy:
- For Facebook, use Business Manager > Inbox, where all your messages and comments will be sorted into categories as they come in
- For Twitter, use TweetDeck and create columns with notifications, mentions, messages, and a search for your brand name
- For Instagram, you can use Business Manager if your account is connected to Facebook, or a desktop app like Flume
Intentionally join conversations
All the strategies so far are bound to bring you reach and traffic, but you don’t have to just sit and wait for it.
Instead, you can use that same TweetDeck dashboard to add specific hashtags or search terms and track tweets that are happening real-time.
For example, you might add a product name along with ‘Black Friday’, or a hashtag that you’ve seen your customers use. Then, when you see someone tweeting about a deal they’re looking for, you can genuinely engage and potentially turn them into a customer.
One of my favorite ways to look for questions specifically is by adding a question mark to my search. Here’s how I did it with Black Friday and iPhone:
Try this tactic with your own products and categories!
Step 4: Turn Conversations Into Sales With Jumper
If you’ve been following, you’ve noticed that by this point, we’ve attracted new visitors to our Black Friday deals, and we’ve started new conversations across our social platforms.
So how do you now make sales from these conversations?
Easy: with jumper.
Here’s the lowdown: jumper gives you the ability to turn social interactions into sales with simple actions like commenting a hashtag.
Sounds too good to be true? You can try it out for yourself by commenting on a post on our demo Facebook account:
When you encourage your followers to comment a specific hashtag to purchase a product, jumper takes them into an automated sequence.
By following these directions, they can order any size, color, and amount of products they want to—all of it without any extra customer work on your part.
So what does it take to make this possible for you?
The answer: As little as five minutes of your time.
Hop over to the jumper signup page to create your free account (your first 10 sales are on us!) and follow simple directions. Your setup steps will include:
- Creating your jumper account: set up your business name and product categories
- Configuring your account essentials: add your logo, support email, payment options, and social media integrations
- Setting up products: add names, images, hashtags, descriptions, attributes, quantities, and more
- Personalizing messages for your automated conversations
- Setting up tax and shipping rates
In this process, you’ll essentially create your product base within jumper. And if your web store is hosted on Shopify or WooCommerce, you can easily connect your products by connecting your jumper account to your store!
Once your jumper account is fully set up, you’re ready to make the most out of all the social media engagement you’ve created by this point.
Your followers can easily shop from you without ever leaving Facebook or Instagram through a quick and frictionless checkout!
Step 5: Retarget Visitors With Easy-to-Shop Ads
Remember Facebook Pixel we mentioned earlier? This is where that will come in handy. The punchline is that you can make ads that specifically drive people to comment a certain hashtag to purchase an item, rather than send them away from Facebook.
This is a step you should practice and set up before Black Friday itself so that you can launch it with a few clicks when the day comes.
The best strategy here is to create custom audiences based on people who visited specific web pages, which is one of the options in custom audience setup.
Here are key steps of setting up your Facebook campaign:
- Select Engagement as your objective, since you’re going for comments
- Under Custom Audiences, select Create New, choose Website Traffic, then select People who visited specific pages and enter a product or a category page
- Click Create Audience
- Proceed with campaign setup and formats as normal
Test this campaign for a few hours and adjust your budget, visuals, or copy as necessary.
Remember to prompt your target audience to comment a hashtag that’s specific to product or category pages they’ve visited. This can massively increase your conversions and result in some happy customers!
You’re Ready to Own Black Friday on Social Media
Your visibility and success with sales on Black Friday depends on you, and that’s good news. It means you have full control over it and can take specific actions to drive success.
Remember that as many as 61% of holiday shoppers begin searching online for their purchases prior to the Thanksgiving weekend, and by following our guide, you can be prepared in time and become the preferred place to shop.
A jumper account will make you unstoppable, so make sure to sign up now and avoid spending another day without a social commerce strategy this Black Friday. Happy selling!