Black Friday Campaigns: What You Need To Know

How Black Friday can work for B2B

View in browser Marketing Insights How to build a Black Friday campaign that works for your B2B business It's one of the biggest retail events of the year, but Black Friday isn't only an opportunity for big brands like Amazon. Small & B2B businesses can make an impact too. Read on to decide if you should do it and, if you choose to, how to make it a huge success. Read the Blog The "Should I Do It?" Checklist How to decide if Black Friday campaigns are right for you. What is the ultimate goal of your Black Friday campaign? Is it increasing Monthly Recurring Revenue (MRR)? Boosting loyalty and retention? Uptake & awareness? Decide your goal and work out how you can use it to measure your campaign's success. Ask yourself, can we afford to discount? How much of a discount can you afford to offer, without making a dent in your ROI? Keep in mind that advertising costs will be higher than usual – CPCs are higher and there's more people bidding! If you can't discount, what can you offer? In a B2B world, your core offering may not discount well. But what about sideline offerings? Do you have any standalone services (i.e. expert support, strategy sessions, data bundles etc.) that you can offer? Can you target an offer to a certain segment of users, and them only? The "I'm Ready To Do It!" Guide 1. Create deal content that hits the mark  What do your customers find engaging around Black Friday? What are they most receptive to? Get to know them by jumping into the Keyword Tool to find out what kinds of things they search for. In this instance, we've typed in 'Black Friday Software'. As a SAAS business ourselves, this is the kind of thing we think our customers would search to find software like BuzzSumo on Black Friday. With the Keyword Tool, we can see whether our keyword expectations match reality. We can also get a bunch of longer-tail keywords ideas related to our topic in the 'Similar keywords' tab. With 170 searches per month, and a CPC of $2.55 'Black Friday software deals' looks like a great option. 2. Promote your deal to specific customers If you're targeting certain customers then why not find out where they're already seeing mentions of you, and place your deal on that site? This will help you be more selective in your discounts, and keep costs to a minimum. One way of doing this is by monitoring mentions to your brand from articles that would appeal to your customer. We recommend that you start off by using a Brand Alert to prioritize your Unlinked Mentions by Total Engagement. This would enable you to find the most engaging content on websites that have referred to your site, but haven't yet linked to you – a perfect opportunity to politely ask the author for a link and let them know about your Black Friday offer. With any luck, they might just feature your offer. 3. Spy on your competitor's Black Friday content On Black Friday the competition can be fierce, and the stakes are high. It's vital you get your content and your message right. One way you can do this is by examining your B2B competitors' Black Friday deal pages in the Content Analyzer. Just enter their URL, examine the engagement and think about what you can do to overtake them and drive incremental engagement every year. Can you distribute your content more widely on social media? Can you jump on the back of popular and enduring hashtags? Maybe prove the value of your Black Friday cost savings with a case study? For more advice on how to run your Black Friday campaigns, read our blog. Read the Blog BuzzSumo - A Brandwatch company Sovereign House, Church Street, Brighton, BN11UJ, United Kingdom Unsubscribe Here