How to boost your sales on Black Friday?

Any retail owner or executive worth their salt will tell you that Black Friday and the surrounding holiday season is perhaps the most opportune time of the year to boost your sales.

A Drop of History


The biggest sales event of today was in reality back in 1869 a stock market conspiracy. Jay Gould and Jim Fisk worked together and bought as much as they could of the nation’s gold, in order to push the prices sky-high and then sell it for amazing profits. On that Friday in September the conspiracy was revealed, ending up in a collapse of the whole market.

After 1960 in Philadelphia store owners used the term Big Friday as a sales event cause Black Friday had both negative (Stock Market crash) and racist connotations.

Late 1980’s retailers found a way to turn in from something negative to the biggest sales event nationwide.


Planning a Black Friday Campaign

Black Friday is just after Thanksgiving, and it is considered to be the start of the unofficial Christmas sales. Cyber Monday immediately follows the Black Friday weekend. Nowadays, companies attract customers with discounts, gifts, bonuses and offers that are hard to ignore.


Statistics show that the amount of money spent on online shopping during this period has been increasing rapidly every year. In fact, in 2019, Black Friday online sales jumped to a record high, an increase of 19.6% compared to the same period in 2018.

5 Steps to a successful Black Friday Campaign

Step 1: Goals

If this is your first time planning a “Black Friday” event, the first step is to set goals and key performance indicators (KPIs).

Some companies use Black Friday and Cyber ​​Monday to clear old inventory, while others use Black Friday to launch new products or promote holiday-centric product sales.

There are indeed unlimited possibilities here. However, the goals you set will determine the type of campaign you run and the metrics used to track success, so please be as specific as possible.

If this is not your first Black Friday campaign, please check last year’s campaign results first.

Did your 2019 Black Friday campaign succeed? Does it perform as you expect? What metrics or KPIs do you use to measure your success? Are they useful?

Looking back at your previous successes or failures is a great way to identify areas that can be improved, so please don’t skip this step.

As part of the campaign goal, it is also important to determine the target audience for the offer.

Depending on the goals of your campaign, your target audience may be very broad, including users who are not currently following you, or it may be just a small portion of your followers.

Regardless of the size, if you focus on your ideal customers and consider their demographic characteristics (age, gender, and location) and the attitudes and emotions (their interests and pain points) that determine their purchasing decisions, then your campaign will be more effective.

Step 2: Use Smart Discounting

Don’t discount 40% uniformly. That’s lazy.

Segment your customers and offer discounts or offers that will appeal to your specific customer base.

Just because the product is cheap does not mean that your customers will buy it. It must be the product or offer they are interested in. We strongly recommend that you use email marketing automation tools, which will help you segment your customers and create opportunities to accurately send customer quotes based on their interests and past purchase history.


Step 3: Create a sense of urgency

Speaking of “urgency”, try to create a sense of urgency for your amazing Black Friday deal. Start early and make sure your customers know that your ads are only available for a limited time, or until they are sold out.

You will also want to keep customers vigilant. Make them want to shop as soon as your offer is available, rather than a minute later. Let your followers spy on what is about to happen to stay excited.

Use email marketing, blog posts, and of course social media articles. Make it fun-including countdown or slowly revealing the deal through Instagram Stories to get creative.

Step 4: Prepare with Pop-ups

There will always be some shoppers who are not so easily attracted and may return empty-handed. Withdrawal intent technology gives you the opportunity to use pop-up windows to win back their feelings before they walk away.

During Black Friday and Cyber ​​Monday, you will face two main challenges:

  1. First, the customer leaves without buying.
  2. Second, the visitors who visit your website that day usually have short-lived value.

But, fortunately for merchants, pop-up windows can be used to help solve these two problems. By using pop-up windows (triggered when someone leaves your website) to make shoppers continue to checkout, provide them with sweet Black Friday specials, discounts, and even free gifts to make deals

Step 5: Rescue abandoned carts

Black Friday shoppers have a very short attention span and will compare transactions between multiple vendors and price comparison sites.

Just because someone leaves your site does not mean that your chance of attracting them has passed. Redirect via email, Facebook and display ads to give them enough opportunity to end the purchase.

But remember:

This is a one-day transaction, so please use the shortest possible time frame to adjust the retargeting period accordingly.

This may be contrary to your normal best practice of not bombing people, but this is Black Friday! Shoppers expect it to be chaotic and the competition is fierce-only bravery and boldness can win.

Take an abandoned shopping cart AD as an example. Usually you may have to wait a few hours or days to remind the owner of the abandoned shopping cart that they will buy items on Black Friday to reduce it to five minutes to avoid them from going to others local.


Black Friday, Cyber ​​Monday and holiday shopping seasons are extremely important for any store, including e-commerce. This year is untested waters, and no one can be sure what Black Friday will be like.

Preparation will be the key to success, and the willingness and ability to try and try new strategies will also be the key to success. Constantly innovate and find new ways to connect with customers and build brand loyalty.Gain inspiration from the mentioned examples, save your time, and create digital campaigns with AS Digital!

5 recession-proof digital marketing tactics to help you grow during and after covid-19

– Assess which content delivers value now

What kind of content delivers value to the end-user nowadays in your niche? If you dont have any idea make a research in Google Trends to find out which keywords related to your business are having the biggest impact and prepare content for it. This will improve your search terms in SERP’s and consequently generate more traffic to your website. Also, share this content in your social media profiles to help traffic generation. Remember: Traffic generation equals to more sales. 

– A/B test your landing pages and call-to-actions

If you aren’t already doing it you should. Create at least two versions of your landing page and create a split test to identify which one converts better. This way you will know the kind of page structure your audience likes better. 

The same applies to CTA’s inside your main website. For sure some of them convert better than others. Now is time to figure out which ones, so you can improve the others.

– Map content across funnel

You need to have in mind that along the different stages of your sales funnel you need to give to your audience different types of content. For example, the content you give to the audience on the first stage of the sales funnel (when you are acquiring traffic near to an audience that doesn’t know your brand) should be different from the content delivered at the end of the funnel, when the person already bought from you and knows your brand. On the first one, for example, you are giving them a reason to visit your website, and on the last stage, you want those persons to become brand advocates and refer your brand and products to others. 

– Improve lead magnet (example: quizzes)

Lead magnets are a great way to generate more traffic and know deeply your audience, consider to build a quiz on your website or landing page. People love to answer and share them.

– Improve ad retargeting

Are you using Google Tag Manager and Facebook Pixel to remarketing the traffic that didn’t convert in the first stage of the sales funnel? 

The thing is, they are actively searching for your product or a similar one in the market, and on their first attempt, they didn’t convert for some reason (maybe life got in the way, and they simply just got distracted). But you should go after them. It is much cheaper to advertise to this kind of traffic than to try to sell your product to a person that never heard about your brand. 

The rule you need to follow is simple: If they engaged with your brand, sooner or later they will buy from you. Unless they stop hearing from you.

8 steps for a digital marketing strategy that drives sales

The digital revolution has leveled the game when it comes to winning in marketing. It is no longer necessary to have a large marketing budget to increase your sales.

With the right digital marketing strategy and an understanding of all the latest digital marketing tips and tricks, you can reach your audience, drive traffic to your website and optimize conversions, no matter how limited is your budget.

But you cannot expect to succeed in digital marketing without a solid plan. Digital marketing is more than writing a few blog posts and creating random posts on social media platforms. You need to be strategic to prepare your business for success and ensure that your valuable time and resources are not wasted.

Quick conclusions:

  • Being methodical and strategic with your digital marketing efforts will prepare you for success.
  • Don’t try to do to all at once – choose some strategies and channels to focus your efforts.
  • Automation and optimization are essential to get the most out of your time and resources.

1. Define your goals

It is impossible to measure your success without having the right goals in the first place, so set yourself up to set some concrete goals and with limited time.

Each company will have different goals and should have a mix of short, medium and long term goals. For example, one of your short-term goals could be an increase in your Facebook followers to a specific number, while a long-term goal may be to rank in the top position of the search engine for a specific keyword.

Make sure your digital marketing goals are set with the company’s general guidelines. All the companies in the world want to increase sales, but for this to become a reality they need to be aligned with some other strategic goals, such as increasing the lifetime value of each customer (LTV) and creating brand awareness.

2. Know your audience

The next step is to really understand your audience do thorough research – who they are, as well as their wants and needs.

Just as you cannot create a digital marketing strategy without goals, you cannot expect to be successful without having a clear picture for who you are marketing too.

Creating buyer personas for each of your target markets can be a useful exercise to get to know your audience better. In this process, several data sources are used to research your audience (social media and web analysis, CRM and customer surveys) to build a clear image of a typical customer in each of your target markets.

By bringing together everything we know about a specific audience in a single person, we will have a better perception when you are creating marketing content, where our efforts will be focused on a certain profile.

3. Take a look at your assets

To succeed in digital marketing is to build assets. In the real world, your business assets may include office buildings, computer hardware and vehicles. In the digital world, your assets include your website, social media accounts and any type of content you have already created online.

Most companies will already have at least some digital assets unless they are new and didn’t create any until the moment. To get the best results as quickly as possible, you need to get the most out of these assets.

Start cataloguing exactly everything you have. This includes taking a look at your website traffic, your email contacts, social media accounts and followers, and all content assets on your own website and on other websites, including blog posts, infographics, e-books, videos or any other type of digital content.

When you have a complete view of the digital assets you already own, you can make the most of them by redirecting existing content to new content (such as turning a video into a blog post or vice versa) and working to increase traffic to your site and followers on social media networks.

Use what you already have – there is absolutely no need to start from scratch, even if you haven’t had much success with your digital marketing so far.

4. Choose your marketing channels according to your strategy

There are so many digital marketing strategies, and even the biggest companies don’t address them all.

It is best for you to choose some strategies to focus your efforts and as your online presence grows, you can always expand to other areas.

Some examples of digital marketing channels that you may want to choose as part of your overall strategy include:

  • SEO (search engine optimization)
  • Content Marketing
  • SEM (search marketing) and PPC (pay per click)
  • E-mail marketing
  • Social Media Marketing
  • Video Marketing

Likewise, you need to make the most of your resources, choosing only the right channels focus on should be a decision to make, in order to concentrate efforts, increase quality and measure effectively.

Instead of trying to increase your presence on social media in many platforms as possible, choose only a few (for example, Facebook, Instagram and Twitter) and focus your efforts on growing these marketing channels.

5. Establish a Plan for your content

Whatever digital marketing strategies and channels you choose, you will need content.

When creating your buyer personas, you must have already started to build an idea of ​​the kind of content that can help your audience meet their needs and exceed their goals.

When cataloguing your existing digital assets, you may have already identified some content that fits that description. You can now expand and improve this content, as well as fill gaps in the market.

Your content should work in two ways:

Be useful to your customers and audience

Promote your brand and generate conversions and sales

However, you should always prioritize the needs of your customers and audience when it comes to creating content. Sales and conversions will come naturally when you shift your priority to creating real value.

6. Define your promotional strategy

Creating great content is only half of the content marketing equation. To be successful in digital marketing, you will also need to promote that content.

This is where you use the digital marketing strategies and channels chosen in step 4 to drive more traffic to your content assets.

For example, when posting a new blog post, you can post it to your social media channels and include it in the next email in your newsletter. Make sure you’re promoting each content you produce and don’t forget to promote the older content as well.

7. Automate your work

If you think that all this is a lot of work, you are on the right path! However, you can save a lot of time and make the most of your resources by using marketing automation to streamline your workflow.

Marketing automation platforms can remove many repetitive tasks from your task list so that you have more time to focus on building relationships and strategic planning.

For example, you can automate a lot of your social media activities, such as scheduling content by posting it only once on your main channel and then combine this with some piece of software to spread the content all over the other channels. You can also automate your email marketing by creating a sales funnel specifically for it.

Automation allows you to personalize your marketing communications and optimize your messages for the best results

8. Measure and optimization

The final part of your digital marketing strategy is also one of the most important aspects of the process.

It is vital to ensure that you are measuring the success of your campaigns regularly by making adjustments and changes to optimize your results.

Keeping an eye on the interaction of your audience, conversions and traffic numbers will provide valuable information to refine your content strategy. This information will allow you to create more successful content in the future.

If you are ready to receive more traffic on your site with consistently high-quality content, come and see our services. Ask for a free audit and understand what may be missing from your strategy. Get started today – and ensure more traffic and leads for your business.

Explore, Strategy, Transcend

Online Strategy and Black Friday 2020 Results


1.Explore the Market


One of the first steps before you start investing in online advertising should be to study the market. Knowing the best market practices and the strategies of our main competitors, are two essential points to define our internal strategy.

To start investigating whether our product / service is in demand, we have a tool that we can use to measure public interest, Google Trends. Created in 2006, Google Trends is a free service and allows you to monitor the number of searches for a particular keyword or topic over time.

After checking if there is demand, we move on to the stage of creating a detailed market analysis. To do this, we must answer the following questions:

  • Who are our potential customers?
  • What are their buying habits?
  • How big is my market?
  • How much are my possible customers willing to pay for my product?
  • Who are my competitors?
  • What were your challenges and how did you overcome them?

Market analysis is one of the most important parts of a company’s strategy. In fact, it can help reduce risk, because if we understand our customers and the market conditions, we increase the likelihood of creating a viable product or service.

This analysis also helps to clarify ideas about what makes our product/service different from the competition, which can increase our chances of success.

However, don’t fall into the trap of simply saying that your solution is ideal for everyone. Setting a few parameters around your target market will allow for resource optimization.


2. Digital Strategy


After analyzing the market in which we operate, we must start thinking about the strategy to adopt to sell our product/service to our target audience. To do so, it is essential to know our product and identify the competitive advantages that it offers to the final consumer.

There are several crucial points that must be optimized before investing in advertising. Over here we highlight a few:

  • Optimized and Mobile Friendly Website

The website is the center of all marketing efforts and if it is not interesting and easy to understand, no matter how much time we spend developing the strategy, we will not win new customers. If your business dont have the design skills to create it internally, it is preferable to invest in hiring someone to create a modern, attractive and mobile-friendly website, or try to learn some of the existing software on the market that already allows you to create very sophisticated websites without having computer skills, such as Wix or Webflow.


Create a Blog

  • Adding a blog to your site can increase traffic by up to 434%.
  • Approximately 5.8 million new posts are created every day.
  • 77% of Internet users read blogs.
  • The average word count for the best rated blog posts on Google is 1,447 words.
  • The most profitable blog is the Huffington Post, with a monthly income of $14 million.
  • 53.3% of bloggers are between 21 and 35 years old.
  • Seven-minute readings attract more Internet audience attention.

E-mail marketing

  • Email marketing is one of the best ways to get in touch with users who have already shown interest in your business. This marketing channel is super powerful because it is a direct way of communication between your company and current and potential customers.
  • The process begins when we acquire the customer’s email address. From here we have to find out exactly how to do marketing to our list by creating interest and curiosity on them.
  • Consistently, email has proven to be more effective than Facebook, Twitter, Instagram and other social channels.
  • An email is more likely to be read than a social post, and the click-through rates are incredible!
  • An email automation platform like MailChimp that allows you to start for free is always an asset!

Social media

  • To be successful on social media, we need to add value to customer communication. Staying active on social media helps build a brand reputation which mean your audience start trusting in your brand and this will leverage the interest of buying from you.
  • Currently, social media marketing is a well-known digital marketing strategy, but there is a misconception on social media that the whole goal is visibility for your current audience. This is not always true.
  • Arguably social media is a great way to communicate with your current audience, but visibility and communication are not enough to develop a brand or company. We need people to share the products with your friends (and friends of friends and friends of friends of friends)!
  • But how do we get our current followers to share the brand or business with our followers …? Content! Really very good content.

This list of marketing strategies is not comprehensive, but we hope it helped to clarify some of the points where you should start.

These strategies, when executed correctly, really work. And they must continue to work.

The only caveat is that online marketing is constantly changing and evolving. Nobody knows with 100% certainty which strategies will work ten years from now.

All we can do is update ourselves constantly to know what is working in the present and to anticipate what will work in the future.


Transcend through Online Advertising


After analyzing the surrounding market and the best practices in the sector, we will see the results that online advertising can bring to your company!

In this specific case, we present 2 clients in very different phases: the client who has just started and a client with 5 years of experience in the digital world and who wanted to scale their results.



Client 1: Digitalization Client

In the example above, we address the case of a retail customer in the fashion sector, who has 2 physical stores in Portugal and with the World pandemia of covid-19 they felt the need to build a brand new website.

We were asked to draw up a strategic plan that would allow the brand to open this new sale channel and for it to be sustainable in the future.

First, we created an Online Store through the Prestashop Platform, defined a Social Media and Email Marketing strategy and implemented the Sales funnel, choosing Facebook as the advertising distribution channel.

The first campaigns were launched in October in order to strat creating brand reputation on the Portuguese audience and in November (2nd month of campaigns) we started to “attack” online sales. As we can see from the image, we present the results for the month of November that, with a relatively low investment (457€), we managed to obtain a return of 3.5 times (1.614 €) the value of your investment!

Although there is still a lot of work ahead of us, we found that applying the best practices in the market, quick and sustainable results are achieved.

Client 2: Scaling sales

In this 2nd case presented, we were already in the presence of a customer established in the Spanish market and in the digital world, but who had a decrease in sales in recent months.

This client is exclusively dedicated to women’s fashion and who did not find an answer to the decrease in sales when the competition increased her profits on the online channel.

A statistical report of the results was prepared compared to the previous year and we found that the segmentation of the campaigns, such as the ads created, were not suitable for the target audience.

Through the data collected, we adapted the audience segmentation strategy and created new ads for each age group in order for the consumer to identify with the brand. As a result, we can see from the image that the strategy implemented generated an increase of over 60% in revenue compared to the previous year, thus reaching a historical record for the brand in a month in sales!

This result, achieved not only by the increase in sales but also by the improvement in the conversion rate of the website and in the value of the shopping cart.

In short, we found that with a well-implemented strategy, knowledge of the surrounding market, the choice of suitable advertising channels and an automation process that allows us to get the most out of advertising platforms, we can achieve great results!

Is your business still not generating profitability online? Leave your contact here to analyze your case!

We offer a complete audit to your company to identify what can be improved and how to scale your online sales!

Is your website working for you?

Your website is not anymore an online business card, it should generate income for the business. This income should come whether directly through an online shop or indirectly through a lead form integrated on the website for the traffic that comes to it can approach your brand directly.

You can look at your website analytics and see some increasing numbers, but then you don’t see this numbers reflected on your balance sheet or bank account. When you attract visitors to the site, you need to think about why that visitors came, and which are their touch points with your brand. If they remain on the page, where do they click, and lastly why they don’t become a customer.

There are a lot of actions you can take to encourage your traffic to become customers, but first you need to understand the numbers. Only then you can decide what to change on the website, if the design, the layout, or if it misses call-to-actions.

All these steps should be done to optimize your site to convert a higher percentage of visitors into customers.

How can you improve your conversion rate on your website?

This is the “big” question, and that really depends on your current situation, your industry, and the amount of time and money you are willing to invest.

We give you just a few ideas you might want to look at:

Add, or change the color or place where are your call-to-action buttons:

These may be your ‘Buy now’, ‘Sign up’, ‘Request a quote’ or ‘Call us’ buttons. There are a few tools available on the that you can install on your website to track where your visitors click, stop or pay attention, and this information is really helpful when you are  improving your conversion rate. 

Make sure your phone number is seen by the visitors:  

Your phone number cannot be only on the Contact Page, or should be easy to see in each page of the website. Many researches suggest that many people don’t scroll down or spend little time on website footer or contact page, so make sure every visitor sees your phone number.

Clean Design:

Many websites are jam-packed with information all on the same page and it can be very difficult to the traffic to see what they actually want to see and find out the right information easily.  This is where your ‘call-to-actions’ can get lost and blend into the chaos. We know that by creating a “white space” around call-to-actions the percentage of conversion increases. Create a clutter free area of your web page to highlight your ‘buy now’, ‘sign up’ form, or telephone number.


You need to start measuring!

Google Analytics should always be your first tool to check where your website is failing before you begin any optimization test, and is completely free to use. Go to your report under the Behavior’ section on your Analytics account and start figuring out what is really happening in terms of behavior flow, bounce rate, and exits. Once you’ve established the page or pages causing the issues, then you can start testing. It is very important to run tests on different versions of your website to determine which changes are you seeing in your conversion rate.

You can start by making a list of all the elements you’d like to change and try them one at a time. Otherwise, it’s impossible to work out which change had the positive or negative impact on the website and consequently on your conversion rate.

We hope this article give you some ideas and motivation to look at your website analytics and make your website work harder for you.

AS Digital Team

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