Inbound commerce is nothing more than the application of inbound marketing in e-commerce. This methodology can be the way for your online store to gain a solid customer base and sell more on Black Friday and throughout the year.
There is no doubt that the Black Friday is the most important date in sales for the Brazilian e-commerce. In 2021, the projected revenue is BRL 6,1 billion, the highest in history, according to a survey by Neotrust.
A Black Friday 2020 it had already broken records in sales (BRL 5,1 billion), number of active consumers (4,52 million) and orders (7,6 million), but this year's should be even higher, as we know that consumers like it of buying online and financially prepares to spend on date.
But the high expectations for the Black Friday 2021 is no guarantee that your business will sell well. To hitch a ride in this climate of optimism, you need to prepare yourself to differentiate yourself from your competitors, provide good customer service, have real discounts, and thus earn more.
So, in this article, we're going to show you how to inbound commerce methodology, focused on the growth of virtual stores, is the solution for you to gain a solid customer base and sell more on the date (and throughout the year) with a high return on investment. Check out!
Inbound commerce applied to Black Friday
The inbound commerce methodology will help you from the first steps of the Black Friday planning: in the transformation of website visitors into leads, in the creation of relationships and qualification of contacts to mature them for purchase and in customer retention to generate new sales and make them a promoter of the brand.
We selected some practical Black Friday actions to implement in your e-commerce. Check out!
The strategy is to increase the contact base to perform better ads and optimize email results. Here are some ideas:
- VIP List Campaigns: customer registers and receives exclusive promotions.
- Early promotion campaigns: customer registers and receives access to discounts in advance.
- Black Friday shopping guides: content helps the consumer who will shop on the date.
Making lead ads on the main ad tools is critical to reaching more people. In email marketing, schedule an automation every three days to keep the base informed about Black Friday.
Black Friday extended
Black Friday is not restricted to a single Friday in November. Today, customers expect offers right at the beginning of the month, and your e-commerce must know how to position itself on the duration of the campaign, which can be:
- Pre-Black Friday: promotional period outside the month of November.
- Black November: entire month of promotions on the site.
- Black Week: campaign active only on Black Friday week, from Sunday to Saturday.
- Black Friday: exclusive discounts on Friday.
- Black weekend: Friday and weekend promotions.
Depending on how e-commerce is going to embark on the actions, it is necessary to think about previews for the beginning of November so that there is not a big drop in sales in the first weeks of the month.
The duration of the campaign is directly linked to the budget. Therefore, the longer the shares are in the air, the greater the investment should be.
But, before deciding whether to make an extended Black Friday, it is worth analyzing the financial capacity available for the date. With the budget set, it's time to separate the slices between Google Ads, Facebook Ads, influencers and retargeting. The best way to set the percentages is to understand which media brings the greatest return to the store.
An alert: program the abandoned cart redemption system so that the promotional value is not valid 48 hours after the end of Black Friday.
Limited time promotions
The public responds well to promotional campaigns that have a day and time to end, because a special component comes into play: the sense of urgency.
As limited time offers activate the purchase trigger, as the customer feels this is a great opportunity to place the order. To structure such a campaign, you should focus on advertising before, during, and on the last day, stating that it's the final chance to buy.
Some elements are perfect for this type of promotional action, such as banners, pop-ups, stopwatch and low stock warning. They can be used on the website, on social networks, on the blog and in email marketing and will serve to communicate your offers, whether discount or free shipping.
Discounts in evidence
The visual concept of the campaign needs to value what the customer is looking for on Black Friday: discounts. It's not interesting that the pieces stray from this focus, so prefer others commemorative dates to pass messages with different content.
The ideal is to start structuring the promotional pieces about a month in advance with the internal team or the agency. Here, it's worth noting down all the creative types and how many of each one you need. See a list of what you can use:
- Banners for e-commerce
- Banners for the blog
- feed posts
- Facebook cover
- Stories ads
- Sponsored links
- Google Display
- E-mail marketing
- Images for WhatsApp
Contents to help the customer
Do you really want to get ahead of the competition? So support the customer! Produce useful content that answers the most frequently asked questions about purchases on the date, present your products and explain their benefits.
These materials may seem obvious, but there are few companies that are careful to get close to their customers and help them on the date. Spend time producing posts for social media, blog and also for email marketing.
Anyone who shopped on your website during Black Friday doesn't just have to be a sporadic shopper. With the right inbound commerce actions taken at the right time, he can become a frequent consumer.
For this, e-mail is one of the best communication channels with the customer, whether to collect feedback or strengthen the relationship.
Here are three types of after-sales messages you can program to send after a Black Friday purchase:
thank you email
This type of email should have a close tone of voice. Also, take the opportunity to give tips on the use and conservation of the product, if it makes sense. You can include videos and blog posts to show interest in customer satisfaction.
The feedback email is important to ensure that the consumer is satisfied with the product and the purchase process. It must be shipped a few days after delivery of the order. Ask what you think about the product and the purchase in general: payment methods, delivery time, variety of brands and goods, website navigation, among others.
To run this strategy, you need to have a segmented base, separating who made the first purchase from recurring customers and also by the type of product recently purchased. In this way, it is possible to send e-mails with indications of articles that complement the last order.
An e-commerce that specializes in camping supplies may suggest, for example, kitchen items, tent, sleeping bag, tableware and other accessories, depending on your purchase history.
Don't just communicate by offering products, instead build rapport from informative content. The type of message will depend on the tone of voice of the brand and its persona, but what counts is to create interesting material that will be useful to the recipients. Remember that a business relationship needs to go beyond just suggesting products for the customer to buy.
Did you see how inbound commerce includes all the planning steps for Black Friday in a virtual store? If you want to know how this technique can work in favor of your business, get in touch with Digital Nation, digital agency specializing in e-commerce and inbound marketing.