10 Ways Your Small Biz Can Hop On The Black Friday/Cyber Monday Bandwagon

By Stefanie Neyland, Small Business Content Developer at BizLaunch.com

During the holiday countdown it’s all too easy for business owners to get caught up in the hustle and bustle that this hectic time of year brings, leaving them with less time to concentrate on revving up their holiday marketing engines. But in order to compete with the big brands this season, it’s crucial for SMBs to make just as much noise as their larger counterparts by promoting their products and services through tried-and-tested marketing strategies; and the first opportunity small businesses have to start flexing their marketing muscles is Black Friday and Cyber Monday (November 29th and December 2nd respectively).

While it may seem like the big brands have a magic formula that guarantees customers will buy from them, the truth is that the marketing weapons at their disposal are just the same as ours―you just have to know how (and not be afraid) to use them. Here are ten creative marketing strategies you can use to help bring bargain hunters to your door (or website) this Black Friday and/or Cyber Monday.

1. Create a sense of urgency

The challenge isn’t necessarily getting people to buy from you―it’s getting them to buy from you right now. Today. This second. By creating a sense of urgency around your promotion, you’re helping your customers overcome that natural urge to delay making a buying decision, and instead, encouraging them to purchase from you when they can take advantage of a great limited-time only offer.


2. Make use of email marketing

Take advantage of this cost-efficient and effective medium by sending out compelling and visually attractive emails to your database ahead of your Black Friday or Cyber Monday sale.


3. Segment your audience

Carpet-bombing your entire email database with the same offer isn’t always the most effective way of marketing your product or service. Instead, think strategically about who you’re trying to sell to, what you’re trying to sell, and how you should be selling it―you may find that segmenting your audience may yield a higher success rate.


4. Create printed collateral

Print specially designed marketing materials―think flyers, invitation cards and everything in between―to advertise your sale or promotion, then start distributing them as soon as you can.


5. Leverage social media

The easiest (and not to mention fastest) method of getting word out there about your Black Friday/Cyber Monday sales event is undoubtedly social media. Facebook, Twitter, Pinterest, Google Plus―whatever channels you’re on, get posting and generate awareness amongst your followers.


6. Run a contest or host a giveaway

This is a great way of generating some new interest in your business―and it’ll help drive more traffic to your website, too.


7. Create daily deals

This is a fantastic way of getting customers to re-visit your website and/or social media channels on a regular basis. Keep them coming back every day with an exclusive daily deal or special.


8. Make offers exclusive to specific channels

What’s more enticing than a special offer from your favourite store? An exclusive offer―that’s what.


9. Give back

This time of year is all about giving, and lucky for SMB owners, giving back can also help create positive buzz around your business. Consider donating a small percentage of each purchase to a good cause, and then promote your business’s charitable contributions across all your marketing channels.


10. Offer free shipping

Offering free shipping is a tried-and-tested marketing strategy that not only saves customers money, but also makes them buy more from you.


While it may seem as though Black Friday/Cyber Monday is dominated by the big brands, it’s important to remember that small businesses do have a competitive advantage―their personalized service. Think about what else sets your business part from its larger competitors and capitalize on those strengths.


Remember: your marketing efforts shouldn’t stop after Black Friday and Cyber Monday. Continue your promotional efforts throughout the holiday season, and be sure to keep the following dates in mind when creating your marketing calendar:


By Andrew Patricio

November 13, 2013