Don’t Forget About Your Website
Cyber Monday heavily relies on your website being search engine optimized and mobile-friendly, so this should be a top priority. Location and contact information should be easily accessible on your website. Set up and track activity on your landing pages so that when the weekend is over, you will understand what worked and did not work for next year.
Make Your Marketing Stand Out
There are millions of business throughout the country. Chances are there are other businesses in your industry participating in Black Friday and Cyber Monday. Marketing will help differentiate your offerings and attract more business.
Get Engaged on Social Media
All relevant social media channels (Instagram, Facebook, Twitter, etc.) should be used to push promotional content and for research. Search for popular and relevant hashtags that are garnering the most attention. Engage with customers and listen to their feedback/opinions. This will help you determine what they really want for the holidays.
Consider Email Marketing
Send out timely emails to your database before and during the weekend. This is a great opportunity to provide promo codes. Be sure to create unique promo codes so you can track the impact of your outreach. If you have a brick and mortar establishment then printed materials, such as signs and posters, can also help promotion.
Prepare Your Shipping and Processing
Ready your processing and shipping providers for the upsurge in sales. Many customers shopping this weekend will be purchasing holiday gifts and will want to make sure they receive everything they ordered in enough time for the holidays. Customers may second guess or cancel purchases (asking for refunds) over excessive shipping and processing times.
Be Proactive About Customer Service
Customer service goes along way on Black Friday (and beyond!), as customers will be in a hurry to get everything on their lists. If possible, come up with a strategy to help customers avoid long lines, tough parking, and other deterrents to make their buying experience more pleasant. These little conveniences can help turn new customers into returning customers.
It is best to not experiment on Black Friday and Cyber Monday. Push what you already know sells well. This can help you determine costs before the weekend begins. Most importantly, expect the unexpected. Increased costs should be viewed just as much as potential earnings. Lastly, have fun! Make the experiences memorable and you may earn lifetime customers.
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