This Black Friday Cyber Monday, you’ll be competing against 4.2 million eCommerce companies just in North America. That means ad costs will surge and your traditional marketing tactics will become white noise.
So how are you supposed to get your customers’ attention without spending a fortune this holiday season? You need to build your contact list and you need to start building it now.
Where and when to contact your customers
Before you start building your contact list, you need to know how you plan to communicate with your new and existing customers. If you want to use email, you’ll only need to collect email address. But, it’s more likely you’re planning to send direct messages through text and mobile push notifications. This means you’ll need to plan to collect a phone number and even encourage app downloads. Having multiple channels of communication makes it much harder for your brand’s message to be lost in the chaos.
From social media posts to in-app messages, every single touchpoint counts. In-app messages are messages delivered to your users while they are directly active in your mobile app. So your marketing strategy should have a healthy mix of different communication channels that help you reach more customers.
How to build your list for Black Friday and Cyber Monday
Promoting your BFCM deals should start well before November. You should start teasing your discounts in advance to drum up curiosity and excitement.
BFCM messaging is usually divided into three parts: before, during, and after the weekend. The pre-BFCM stage is about building up your brand, creating urgency, and encouraging consumer loyalty. Early offers, sneak peeks, and incentive programs generally accomplish this.
During BFCM, it’s about promoting your ongoing offers and ensuring a smooth brand experience with multi-tier deals. Once the weekend is over, you can maintain customer relationships by extending exclusive offers and sending personalized communications.
In other words, it’s likely your whole BFCM strategy will rely heavily on the contact list you should start growing in September. That’s right, it’s already time to get started.
Encourage existing customers to opt-in
This may sound difficult, but it can be easily solved. Put yourself in your ideal customer’s shoes and ask yourself, what would make you opt-in to receive notifications from other brands?
First and foremost, use strong CTAs wherever you can. This starts with the default opt-in form on your checkout page to strategically placed CTA’s throughout your site. For example, if a customer views a product that’s out of stock, add a pop-up form to ‘notify me when it’s back in stock’, provided they give you their contact details.
You need to offer something to get something in return. Some common incentives are free shipping, an extra 10% off, or a coupon. But it can also be something tailored to your brand. An interesting way to encourage sign-ups would be to engage your visitors through interactive forms. Like a wheel of fortune that offers a prize for signing up. This is a kind of win-win strategy where your visitor spends less (but spends nonetheless), and your database expands.
Create a targeted landing page
After attracting a customer to your brand, if you send them to your homepage, they might get lost or even frustrated. Customers value straightforward experiences and immediate solutions. You might want to consider sending them to a targeted landing page instead. Landing pages can drive higher conversions because they focus on a particular product or action.
Create a network effect with referral programs
Referral programs are one of the most powerful tools for building your contact list. They’re based on customer interactions and word-of-mouth, which is always a strong indicator of brand trust. And when you have customers vouching for your brand, it becomes easier to attract new leads and turn them into sales.
Why app installs are crucial
One way of getting a direct source of contact list for your brand is getting customers on your app. Customers who take the extra step of downloading your mobile app are already aware of and invested in your brand. They are more likely to respond to your campaigns because your communication can be hyper-personalized with mobile apps. Mobile apps also open up more messaging channels like push notifications and in-app messaging.
To learn more ways to use personalized messaging to build a loyal following, check out our article on in-app community building here.
Let the experts guide you through this BFCM
Expert insights are needed to maximize sales this Black Friday and Cyber Monday. Plobal Apps has partnered with some of the biggest names in eCommerce to create the Black Friday Cyber Monday mobile commerce guide o help you make the most out of this holiday season.