How to make Black Friday work hard for your business into the New Year
Black Friday is looming, and for so many small businesses and service businesses I work with, large discounts don’t work. Either the margins on their products are too small, so they’d be making a loss (not ideal), or their service doesn’t lend itself to large discounts.
So instead of trying to compete with the large retailers (where Black Friday was actually born), why not think a bit differently, and make Black Friday a mega opportunity to build your business in the new year and beyond?
I’m talking about list building.
While your audience is in ‘sign up’ mode, why not leverage this to build your email list?
Instead of offering a discount, offer them something extra. A masterclass, a handout, a guide or an audit. You’re likely doing this already, hello discovery calls, or you have a brilliant freebie lurking in your Google Drive.
Valuable resources that will introduce your brand to your ideal customer and give them a taster of the magic of working with you.
Where to start?
If you have your Black Friday lead magnet, you’re halfway there.
Build a new landing page within your email platform, specific to your Black Friday offering.
Make the copy on your landing page super clear about the benefit of the free thing - why should your ideal client part with their details for this? What will it help them with?
Attach a welcome email to the landing page - so that the freebie gets sent automatically when they sign up. If you’re sharing an audit or 1-1 online service, you can also share a link to your calendar booking or info-gathering form.
Not only are you adding interested people to your email list - you know exactly who has signed up from that specific freebie - so you can build upsell comms tailored to their needs, after the BFCM weekend.
Then you share the free thing wherever you’re marketing your business. On your socials, on your website, at in-person events (QR codes are your friend here).
No freebie? No problem.
If you want to share a discount for Black Friday, lets make the most of it.
Can you offer early access to your email subscribers to your BF offer? Tell your existing audiences that you’ll be doing this and invite them to join your newsletter community.
Create a landing page within your email platform and an automated welcome email that sends the discount code to your new subscribers. That way, your code is behind a sign-up wall.
Don’t forget to include a check box at checkout - inviting new customers to join your email community to gain early access to new products, free resources and exclusive content.
However you’re chosing to approach Black Friday - make it work for your business. Try not to get swept up in discount mania that will leave you overworked and resentful when the payout hits your bank account.
If you’re not already harnessing the power of email newsletters, I have an excellent FREE masterclass that you can watch, showing you how to bring newsletters into the mix - you just need to sign up to my email community.
If you’d like bespoke support to build email newsletters into your marketing strategy, I’d love to hear from you.