Last Minute Tips for the BF Period

Is it worth it? I am not sure either.

Author

Levent Askan
November 20, 2022

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Black Friday is approaching. Most of the companies started to make their preparations last month. But I am assuming there might be last-minute guys around, so I just wanted to share my experience related to Black Friday.

Before reading my tips, please consider the stats that I mentioned below. Sometimes, I question whether BF campaign preparations are still worth it or not.

99.5% of products... were cheaper or the same price as their Black Friday price at other times of the year.

And an article on Sky News also proves this.

I couldn't find an article related to this, but according to my experience, subscribers that purchased a plan/product during the BF period are less likely to be loyal customers. Because of the FOMO effect, they bought during campaign periods.

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Online Marketing

  • During campaign periods, retargeting ads are critical to increasing the campaign's promotion. But most companies launch CPC campaigns in BF, leading to a significant increase in CPC. So, if you want to launch a campaign during this period, focus on segmented audiences.

  • For e-commerce companies, it might be "add to basket" page viewers. For software companies, it might be "pricing page viewers" or "demo registrants." I suggest not spending your budget on the "website visitors' retargeting campaign first. This should be low-prioritized.

  • If you plan to launch a Google Ads "text campaign" again, focus on prioritizing segmented keywords. Please do not focus on low-intent keywords for this period, as it might be so expensive for you at the end of the day. And using Google's countdown feature might work, especially in the BF period.

  • Don't forget to create an email campaign for your existing audience. The critical part for software companies is excluding subscribers from the campaign.

Online Sales

  • For most sales teams, q4 is the best quarter because of the campaign period. So, before BF, software companies should start reaching out to potential deals to see how the land lies. And be aware that you will not be the only one launching a BF campaign. They will also check your competitors, so first come may, first served.

  • I recommend sending personalized emails to potential deals during campaign periods. You can call them or reach them out through WhatsApp as well. Sending a bulk email to 100 potential subscribers is not recommended. It would be best if you start a conversation.

  • There should be a correlation between customer support and sales teams during the campaign periods if you mainly use the chat feature on your website. It will be better for sales teams to share the potential subscribers with the support team, and support team members can ping them when they are online.

Business Development

  • During the BF period, try having a place on your close software companies' newsletters, especially if your audience is similar. You can use the affiliate model to give them a commission, or cross-promotion might work here.

  • Some listicles, Facebook groups and subreddits show the discount ratios of software companies such as this one. You can take place on directory pages as UserGuiding is published.

  • I recommend thinking twice about launching a campaign for monthly plans for software companies. Discounted monthly plans increase the churn rate. Applying a discount rate to only yearly plans will be better in most cases.

Photo of the Week:

This is me after I completed the Ironman Race in Turkey / 1.9K 🏊‍♀️ - 90K 🚴‍♂️ - 21K 🏃‍♂️It was a tough one for me, but at the end of the day, it's totally worth it.I completed the circuit in 6 hours 30 minutes and hadn't experienced it before.Ping me if you want to get details about the preparation process. :)

Upcoming Issue:

  • Starting from the next issue, I will mostly share my tips related to software / SaaS companies.

  • I really like sharing online gifts during the Christmas period. So be ready for surprises in the next issue.