How to maximise your brand’s online exposure for Black Friday 2018

22 November 2018

This Black Friday is set to be the biggest yet, with Amazon already offering huge discounts off top technology products including the Kindle, Echo and Fire TV Stick. With high street retailers across the length and breadth of the UK following suit and with consumer-driven sales at the forefront of everyone’s mind this week, the possibilities are endless; but we’ve managed to narrow it down to these five top tips on how to maximise your brand’s exposure this Black Friday.

Make the most of your Google Ads campaigns

Google Ads is currently using a unit specifically promoting Black Friday sales offers in an isolated ad card. This enables brands to put their sales message front and centre ahead of standard search advertising listings.

Behind the scenes, Google has also introduced a trend overview, enabling advertisers to see at a glance how they are performing comparative to last year’s Black Friday event. This will provide advertisers with valuable insight, as the competitive landscape of advertising through Google often throws up significant seasonal trends that can inform future strategy.

Post updates on your Google My Business page

As Rand Fishkin highlighted during his keynote at this year’s Brighton SEO, Google is making every effort to keep traffic on the search platform. With this in mind, your Google My Business page should act as your second homepage and it will often be the first touchpoint for consumers who are Googling your brand.

The good news is that Google My Business is now offering a number of ways for you to engage with customers and potential customers. Post promotional activity and news updates surrounding your Black Friday offerings and ensure to add links encouraging click-through to specific landing pages on your website that support this sales message.

Ensure your website is engaging

It’s important to ensure that your website is geared up for the Black Friday weekend with strong communications promoting your sales. From banners to visual links and striking artwork, your website needs to pop. Produce blog articles and visual content designed to fuel desire and drive engagement and make sure that your messaging is consistent throughout your site.

Remember, if you are a luxury brand promoting luxury goods, your sales message needs to remain the same even during these flash sales. Likewise, if you are offering a budget product, make sure that you position yourself as such even for this short period of time.

Advertise across Facebook and Instagram

You may already be actively promoting your Black Friday and Cyber Monday campaigns on social media, but have you put plans in place to advertise? Facebook’s ad platform has sparked controversy this week by temporarily going down ahead of Black Friday weekend (check out what CNBC had to say about this here), but with one of the biggest shopping days of the year just around the corner, we anticipate that companies will flock towards the social media platform to advertise their sales message and your brand needs to be at the heart of this bidding war. Advertising on Facebook and Instagram will drive brand awareness this weekend, but it can also increase website traffic and, ultimately, conversions.

What comes after Black Friday?

Cyber Monday! Don’t just restrict yourself to a one-day sale. Maximise the opportunity by spreading your sales across a weekend of events culminating in a show-stopping Cyber Monday deal. Four days of sales equals four times the chance of getting your nose in front as brands face a race against time to increase and maximise online brand exposure.

These innovative tactics are tried and tested and are guaranteed to set you on the right track this Black Friday weekend, but if you’re keen to find out more, take a look at Wagada’s Marketing Strategy and Planning services and stay ahead of the curve in the build-up to Christmas.