The fierce competition for consumer attention during Black Friday can be intimidating for small entrepreneurs looking to stand out among large retailers and massive advertising campaigns. However, with a well-elaborated strategy, it is possible for small businesses to also carve out their space in the digital world and stand out amid the competition
To help with this mission Philippe Capouillez, CEO of Sioux Digital 1:1, share five practical tips, effective and accessible digital marketing aimed at small entrepreneurs who want to shine during this high demand period
Tip 1: Invest in low-cost retargeting
Use accessible tools, like Google Ads and Facebook Ads, to create retargeting campaigns aimed at recent visitors to your site or those who abandoned their cart. These campaigns can be set up with a reduced budget and help to "re-engage" customers who have already shown interest, increasing conversion chances with controlled investment
Retargeting is a digital marketing strategy aimed at reconnecting and impacting users who have already interacted with your website, app or social networks, but did not complete a desired action, how to make a purchase. The idea is to remind these potential customers about your brand and encourage them to return and complete the action. Retargeting is especially useful for small entrepreneurs during Black Friday, because it helps convert visitors who have already shown interest, but that, for some reason, they have not yet made the purchase decision
Tip 2: Create simple and efficient landing pages
Even with few resources, you can create specific landing pages for your Black Friday offers using accessible platforms, or even free, like Wix, WordPress or even Linktree. Make sure the page is clear and straightforward, focusing on discounts and clearly visible call-to-action buttons. This offers a fast and efficient shopping experience, what is essential to win customers during Black Friday
Tip 3: Automate your Email Marketing with free or low-cost tools
Tools like Mailchimp and MailerLite offer free or low-cost plans for small businesses. Set up simple automations to send emails reminding customers of the offers, abandoned carts and exclusive opportunities. Customize these emails, even with few details, shows attention and can increase engagement rates
Tip 4: Invest in paid ads on social media with local targeting
If your target audience is more local or regional, focus on paid advertising campaigns on Facebook and Instagram with geographic targeting. With a limited budget, you can reach potential customers nearby, highlighting promotions and creating a connection with the local community. Short and creative videos are great for generating engagement and capturing attention
Tip 5: Use organic and interactive content to create anticipation
You can create countdown content and sneak peeks organically, at no cost, on social media. Use resources like Stories and Reels on Instagram to share short videos of the products or answer questions about the offers. Encourage your followers to interact with polls and question stickers, creating a sense of exclusivity and urgency with your promotions
Bonus tip: invest in Influencer Marketing with micro influencers
Small entrepreneurs can benefit from influencer marketing during Black Friday by investing in partnerships with micro-influencers, that have between 1.000 and 100.000 followers and tend to be more financially accessible. Micro Influencers have a closer connection with their audience, what results in greater engagement and credibility in recommendations. Thus, even with a limited budget, you can reach an audience interested in your product or service. But be careful: choose your micro-influencers wisely and research the reputation of each one before associating your brand with the digital content creator
