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Written by Rebecca Hirsch, with Input from Andrew Hutchinson and Darren Griffin. 

The two biggest shopping days of the year are fast approaching. With the challenges of 2020 on their minds, every brand will want great results from the sales as we look forward to the holiday season.

If you haven’t mapped out your campaigns yet, this is the guide for you. Now is the time to make sure everything is in place for Black Friday and Cyber Monday.

Website

Your website should be mobile-friendly. Many consumers shop and browse on their phones, and in 2020 it’s expected that they’ll be trying to avoid physical shopping. Make sure your website is optimized for mobile use.

Influencer Collaborations

There are hundreds of thousands of influencers on Instagram who would be happy to collaborate with your brand. Make sure they are part of your industry- a skincare brand shouldn’t partner with a travel influencer, for example. Consider micro-influencer with ten thousand followers or less as well.

Ad Budget

Plenty of people discover new products through advertisements. While not all of your budget should go there, you should consider driving revenue through ads. Think about reach first and relevancy second. Try to make sure your engagement is balanced with the amount of money you’re spending- if you get your ads in front of a million people but only a few thousand clicks, maybe it’s time to scale back.

Brand Campaign

Your brand should be recognizable in your campaigns. Use specific colors that relate to your brand, and make sure your logo is in all of your visuals. Additionally, the tone and language you use in your campaign should be the same as what you use in your regular releases. You don’t want the audience you already have to think you’re changing and begin to distrust you, after all.

Schedule Your Content

Different time zones have different peak social media hours. Many social media sites have ways to schedule content ahead of time, so do your research and figure out what the best time is for your content. Try to schedule your Black Friday/Cyber Monday content at least a week in advance.

With those five tips, your business will be able to have a great Black Friday and an excellent Cyber Monday. Strategic planning is the best way to have successful campaigns that will expand your brand and grow your audience. 

Headquartered in New York City, Bao Communications is a full-service bilingual PR Agency specializing in social media, media relations, content creation, and influencer marketing. We serve local, national, and global clients in the United States and China.

 

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