While brick-and-mortar retailers are planning sales to attract droves of shoppers on Black Friday, any business that sells products or services online should be thinking ahead to Cyber Monday. Cyber Monday, which takes place the week after Thanksgiving, has become the largest online shopping day of the year. Last year shoppers spent an estimated $3 billion on Monday, November 30th, setting a new record for the holiday.
Cyber Monday means lots of potential customers for your business, but there are also plenty of competitors trying to win the same customers over with their holiday deals. To convince customers to shop with you, you’ll need more than just a standard discount—you’ll need to get creative with your digital marketing. Here are five out-of-the-box Cyber Monday marketing ideas to help you get started.
Offer More Than Just Free Shipping
Sure, free shipping is a nice incentive, but it’s an incentive that everyone and their mother offers around the holidays. Most customers have come to expect free shipping on their Cyber Monday purchases, and all those marketing emails promising free deliveries aren’t going to make them bat an eye.
To make your business stand out, try offering something unique—like a bonus gift that customers can only get from your online store. For example, you might tell customers that if they spend $x, they can get a pre-selected gift or choose a gift from several options. Make sure you’re offering a gift that will appeal to a wide swath of your target audience; for instance, if you sell at-home beer-brewing supplies, you might offer a free bottle opener with every purchase of $40 or more.
Create Special Interest Gift Guides
Picking out gifts for friends and family can be challenging, so make it easier on your customers by creating a series of gift guides aimed at different segments of your target audience. Let’s say you run an online store that sells pop culture-inspired apparel and novelty items. You might create guides like “Gifts for the Classic Sci-Fi Fan” or “Gifts for the Netflix Binge-Watcher.” Perform keyword research to come up with copy that will drive organic traffic to these guides (for example, there may not be much search volume around “Gifts for the Netflix Binge-Watcher,” but there will likely be more search volume around relevant phrases like “gifts under $25”).
Once you’ve finalized your copy and images, run the gift guides on your blog and promote them on social media leading up to Cyber Monday. You could also send specific gift guides to email subscribers using lists segmented by demographic.
Ask Customers to Shop for a Cause
In 2012, a coalition of more than 1400 charities launched Giving Tuesday as a follow-up to Black Friday and Cyber Monday. On this day, consumers are encouraged to get involved in volunteer projects or donate to charities as a way to give back during the holiday season. As an online retailer, consider kicking off your charitable giving early by tying it in with your Cyber Monday sales. Choose a charity you care about and let shoppers know–through promotional emails, a slider on your website, a notification at the top of a user’s shopping cart, etc.– that you’ll be donating a percentage of your Cyber Monday profits to that charity.
The skin care and beauty company L’Occitane is a good example of a business that did this successfully last year. They ran a promotion from Black Friday through Christmas, telling shoppers that for every gift set purchased, their company would donate $10 to Dress for Success, a nonprofit that provides professional attire and career development resources to women in need. This kind of charitable act makes shoppers feel positive about their purchases and helps build goodwill towards your brand.
A lot of holiday sales copy sounds the same (e.g. “One Day Only Doorbuster Deals,” “Only 8 Hours Left on Our Sale”), so try standing out by taking a humorous approach to your Cyber Monday email marketing and social media promotions. Rather than just telling customers to visit your site for great deals, you might frame your discounts in the context of a Holiday Shopping Survival Guide or email subscribers a list of the reasons why this is going to be the year they don’t procrastinate on their gift buying.
For inspiration, take a look at Dollar Shave Club’s “The Perfect Gift for Any Guy with a Face” graphic, which they used on social media last year.
The graphic is bold, simple, and looks a lot different than holiday sales promotions that just show product images or the words “50% Off” in a huge font.
At a time when people face an onslaught of promotional messages, humor provides a nice change of pace and can make your brand more memorable.
Surprise Customers with an Extended Sale
Who says that Cyber Monday deals can only be available on Cyber Monday? As the day winds down, send out an email to subscribers letting them know that you’ve extended your sale for x amount of time. This email will serve as a reminder for people who may not have shopped with you yet while also creating a sense of urgency—essentially, you’re giving shoppers a second chance to save but setting a deadline for your deals.
Shoppers will have plenty of choices this holiday season, and you need to give them a reason to choose you. By exceeding customer expectations and offering unique incentives, your business can cut through the noise and get increased visibility this Black Friday and Cyber Monday.
Need help planning creative holiday marketing campaigns this year? Get in touch with our team of digital marketing experts– we can take an in-depth look at your brand and your competitors to come up with a strategy that drives sales.
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