Black Friday is one of the most exciting annual sales events in the US and other parts of the world. Born from a relatively dark past, the term now represents a great opportunity for consumers who want to get great deals, advertisers who want to boost their sales, and affiliates that want to build large-scale campaigns.

However, 2020 has been full of surprises, which means that this Black Friday will be unlike any other on record. Ecommerce has been in the group of industries that has escaped relatively unscathed and, in some cases, has even experienced a boost in performance.

Below, we’ll take a look at the steps affiliates need to take to develop robust Black Friday campaigns for the 2020 extravaganza.

Black Friday Statistics Before 2020

Despite the fact that the global health crisis has caused supply chain issues in certain industries, the ecommerce vertical is still poised to generate hundreds of millions of dollars over Black Friday weekend, which lasts from Thanksgiving until Cyber Monday.

To put it in perspective, some of the most impactful of 2019 US Black Friday statistics include:

  • An estimated 189.6 million shoppers purchased at least one item on Black Friday, and 93.2 of which did so online
  • The cost of the average Black Friday order was more than $360
  • Ecommerce sites generated more than 11.9 billion US dollars on Black Friday 2019

The most impressive part is that the statistics above are just for the US, but Black Friday has become a global event that’s celebrated in dozens, if not hundreds of countries.

Laying the Foundation for Your Black Friday Campaign

Before going over the steps you need to take when you’re actually developing your campaign, it’s important to lay a strong foundation for your Black Friday creatives. To achieve this, you should:

Identify the Top Offers

While some offers are only available a few days before and after Black Friday, a lot of companies run these offers for a few weeks if not more. To secure the best offers, you should start researching early on and regularly check with your preferred networks as well as direct advertisers.

Work on Your Landing Pages

If possible, improve your landing pages and make sure they’re optimized for conversions. If this is not a possibility, you can always build a pre-lander and filter out traffic. Just review the offer terms to ensure that it allows the use of pre-landers.

Identify the Best Traffic Sources

All media buyers and affiliates that purchase traffic need to identify the sources that provide engaged, high-quality traffic. The only way to do so is to test out the top alternatives you have available, but make sure to track the results and make your decision based on performance.

Build the Leads Funnel Early On

Just because Black Friday is a relatively short event doesn’t mean that you have to wait until it’s on the way to build your sales funnel. You can launch lead generation campaigns designed to attract people who are interested in Black Friday deals, build your funnel early on, and close these prospects with a targeted campaign.

How to Build an Awesome Black Friday Campaign

Now that we’ve covered the basics, let’s take a look at the steps to build a great Black Friday campaign.

To develop engaging ads, remember to:

Keep the Local and Global Outlook in Mind

The global health crisis has shaped all aspects of the business world in 2020 and your Black Friday campaign should be no different. You shouldn’t focus on any specifics in your campaign, but you should keep the local and global outlook at all times to ensure your content is appropriate and well-received. 

Deliver Value Along with Your Marketing Message

Ads have earned a reputation for being annoying, so you should strive to deliver value along with your marketing message and change the way consumers view your creative content. This will give your adverts more credibility, which is critical for closing Black Friday deals.

Create a Sense of Urgency

As part of your ads, you should always include language or features that create a sense of urgency and encourage users to act right away.

Target Mobile Users

A few years ago, mobile users became the leading type of internet traffic and that trend shows no sign of slowing down. Affiliates that specialize in retail, fashion, and other industries that benefit from Black Friday campaigns need to target mobile users to stay competitive.

Track and Optimize Campaigns in Real-Time

Black Friday is one of the few yearly events where affiliates can benefit from clearing their schedule and investing their Black Friday week into optimizing their campaign in real-time.

Learn More About the Best Opportunities for Affiliates Remaining in 2020

Want to find out more? Our team of affiliate marketing experts can help you build the best campaigns, so contact us today and we’ll be glad to help.

Written by Tom Hooker

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