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Using Black Friday and Cyber Monday Marketing Strategies to Win All Year

Frank Jackson, 03/07/2018,

I remember enjoying a slice of pumpkin pie around Thanksgiving and wondering, “Why is this seasonal? Why don’t I eat this all year round?”

I asked around and that’s apparently a common question regarding the deliciousness that is pumpkin pie.

But pie is not the only good thing that deserves to be more than just a seasonal affair. We’re going to take that same logic and apply it to the world of ecommerce marketing. Why can’t a great thing like the tactics you use to capitalize on Black Friday and Cyber Monday apply all year round?

Customer Retention: The Post-Holiday Priority

According to BigCommerce, companies can acquire up to 59% more customers during the holiday season. That’s great and all, but what if you want to actually hold on to some of those customers?

Many retailers and eCommerce stores provide holiday promotions and special coupon codes for the season. But you can kick-start that sort of effort no matter what time of year it is. Here are a few strategies to make your site more sticky:

Integrate retargeting into your marketing tools

One study suggested that some 88% of online customers have abandoned shopping carts without making a purchase. Retargeting these nearly-converted leads is a great way to ensure that you keep your marketing moving forward while capitalizing on the success of the holiday season.

Convert leads into newsletter signups

Over the holidays, you undoubtedly acquired many new leads and customers, so reach out and give them the option to sign up to your newsletter. Continue to send out interesting content and great deals throughout the year. Send out personalized emails and nurtue a . The holidays typically serve as a platform to better know your customers, but there’s no reason you have to keep this a strictly seasonal practice.

Continue to create urgency

A visible timer on your site in which you count down until the current offer ends, helps create a new brand of urgency. Marketers often forget that one reason the holiday season is so rich in sales is that it has its own built-in timer: after the holidays, that timer is up.

Always Be Optimizing

Surely, before last year’s holiday season you ran through a checklist of SEO and site optimization techniques to make sure you were fully prepared to convert visitors. That should be a recurring process you continue to tweak and evaluate throughout the year.

Whether it’s changing the color of your CTA buttons, or enhancing your product pages with images and text optimized for the Google crawlers, now is the perfect time to test some new techniques that will draw in more traffic. Check out one of our recent webinars presented by ecommerce expert, Todd Barrs, on ways you can optimize your store for conversions and repeat sales:

Promote Your Shop Like It’s Thanksgiving Again

Pumpkin pie might be a holiday flavor, but that doesn’t mean it tastes any less delicious in the middle of, say, March. Your own marketing can be the same: with the right planning and tactics in place, you can enjoy holiday-level sales throughout the year.

Black Friday and Cyber Monday are also not the only ecommerce holidays you can plan campaigns around. Give yourself 101 ways to generate revenue in 2018 by downloading our complete list of ecommerce holidays and special days. Each occasion is your chance to engage with your audience and increase sales.

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