Discover all the keys for your business to succeed in the next Cyber Monday.
Online events such as Cyber Monday, Hot Sale or Black Friday mean a great opportunity to increase sales for brands with online presence because in just a few days you can get a significant amount of your annual revenue. In this article we will share some keys to execute a successful strategy and tactical concepts linked to digital marketing, measurement, business intelligence and user experience in order to obtain better profitability and best practices in these massive events.
Keys to a successful Cyber Monday
Plan ahead
The key to success linked to the Digital Marketing strategy oriented to this type of massive events is planning. Having the entire event schedule prepared, ideally months in advance, goes a long way in preventing future inconveniences. It is also important to have an analysis of previous editions in order to know what strategies were already implemented in the company and what the competition did in order to have a background for the new edition.
Advertising budget projections
It is always necessary to advertise to increase sales and grow the business, in this case it is more than mandatory to advertise on dates where sales tend to grow a lot because in this way we attract new customers or better reach those we already have.
At this point it is necessary to define the budget, which will depend on each company, but many things can be done with a small budget. If, for example, a brand attacks the Email Marketing base of a recurring public or already buyers or if a good job of retargeting is done and you know how to differentiate what type of product or category each person went to, you can make segmented message campaigns to that public. This saves on CPC costs because the competition in massive events is very tough and, for example, SMEs do not have the most money to face large companies, but if they know how to find their niche and their audience, they can achieve great success in the event.
Campaign optimization
- Create discovery campaigns: One month before, it is recommended to create campaigns to try to drive more people to the categories and products. People who have already seen the product should consider buying it, and do so through different advertisements, with a lot of storytelling so that the brand communicates the benefits to customers and appeals to emotions. Previously it is recommended to do a lot of branding work since there is a great competition in these massive events.
- Create campaigns focused on sales: At this time of year consumers are predisposed to buy, so take advantage of the momentum with conversion-to-sale campaigns and put interaction or lead generation campaigns on hold.
- Use remarketing with discounts: Target users who have visited your website and offer them a discount on products they have been looking at or left abandoned in the cart.
- Know how to recalculate: It is important to know that in terms of advertising campaigns there is no single rule, since during events changes are made on the fly and you have to be prepared to adapt and change the strategy if a competitor, for example, set a trend.
The importance of SEO on Cyber Monday
One of the strongest and most successful strategies in terms of sales, corresponds to SEO as it has a fundamental role to derive traffic.
The recommended best practices are:
- Development of a landing page to optimize your e-business: Have a website prepared at SEO level that can be indexed permanently, that is, throughout the year. You must generate an exclusive landing page for the event that can be driving organic traffic and generate positioning throughout the year so as not to arrive at the event and do everything at the last minute. That page will be your main entrance for those people interested in your offers.
- Concepts for good search engine indexing:
- The url must always be static (do not change to Cyber Monday 2024, Cyber Monday 2023) in order to gain positioning.
- It must have an H1 (main title) that is changeable.
- Contact form for people to leave their data.
- Blureada section of products since during the year we do not know what products we will launch the following year.
- FAQ with frequently asked questions: generate content about what Cyber Monday is, when is the date of the event, what categories are being worked on for SEO positioning.
- Location: This landing has to be throughout the year in the footer but a week or two before the event it has to be placed in the menu so that it is more visible and reaches more people.
- Do KW research throughout the year to be prepared for the event. What we suggest is to make a concatenation of words. It is not convenient to attack what is “Cyber Day” because they have a high cost so look for specific words such as “T-shirts Cyber Offers”. To all products concatenate them with the word Cyber, for example, and see how many searches there are in Google.
The importance of Email Marketing on Cyber Monday
The Email Marketing is essential if you already have a customer base both on the landing page of the event and throughout the year because it is an audience that already knows you, already bought and subscribed and you have to give them a specific benefit. It is very important that the customer feels recognized. For maximum effectiveness, look for a hook subject and customize the message for different types of customers.
This saves adwords budget dedicated to find more new people since you have a large audience base and you only have to attract them with benefits, offering them special discounts for this event so that they come back to buy or cross selling with other products.
How far in advance do you start working on the strategy for events of this type?
As we mentioned before, it is very important to plan the event in advance and to have an active landing page during the whole year, but you must know that this landing page has to respect certain opening and closing times.
- What to do before Cyber Monday?
At this stage, what is done is to acquire data so that the companies can correctly carry out the Email Marketing campaign. Remember that the terms related to “Cyber” are not only searched on the dates of the event, there is a whole expectation about the participants, possible offers, among others. The previous days people who arrive there can leave their email through a simple form so that you can notify them of your offers once they are released.
It is recommended that the official date is published between one week and 10 days before the event, according to the Chamber of Commerce of each country so as not to breach any agreement and upload the landing on the menu approximately two weeks before the event.
- What to do during Cyber Monday?
All actions are carried out in real time, at management level; actions must be programmed on the same night because, given the guidelines in each country, promotions must be active at 00 hs, they cannot be active before that time. There must be an inhouse team controlling the event at 12:00 midnight in case there is any error.
- What to do after Cyber Monday?
In general, the brands are there for the 2 or 3 days of the event and then they extend the whole week, so it is recommended to remove the landing page after that week and move it back to the footer and update everything in relation to SEO: titles, question data, etc. Make sure the content is relevant at all times.
Finally, when Cyber Monday ends, it doesn’t end there. It is very important to conduct customer satisfaction surveys to know the post-sales and the perception they have of the company and report all the achievements, and raise the incidents that could have given better results to be solved next time. It’s time to start thinking about the next event.
