Pressing The Advantage: BFCM Marketing Strategies for Small Businesses  

Black Friday, Cyber Monday and the days in between (BFCM) are the most anticipated shopping days of the year, and for good reason. Retailers offer incredible discounts on all sorts of products, and consumers flock to stores and websites to take advantage of the deals. 

It’s no wonder that Black Friday and Cyber Monday (BFCM) is a significant sales event for small businesses, including those offering WordPress products such as themes, plugins, and services.  But, have you ever thought about the perfect marketing strategies for your products during BFCM?

If not, then this article is for you to know the tricks to ring the loudest bell with your products. Because we have outlined our article with the best-ever marketing strategies with different phases during BFCM. So, without further ado, let’s dig deeper.

Do Black Friday And Cyber Monday(BFCM) Really Make Sense for Small Businesses?

Black Friday and Cyber Monday (BFCM) can make sense for WordPress products like plugins and themes, but their effectiveness can vary depending on the specific product, target audience, and marketing strategies. Let’s explore the potential benefits of participating in BFCM sales for WordPress products and the statistics that support this.

Increased sales

Statistically, BFCM is known for driving high sales volumes. According to Adobe Analytics, in 2020, online sales on Black Friday and Cyber Monday combined reached $19.7 billion in the United States, marking a 21.6% YoY increase.

Higher conversion rates

BFCM generally witnesses higher conversion rates as consumers are actively seeking deals. Conversion rates tend to be significantly higher during this period compared to other times of the year.

Improved customer acquisition

Many businesses use BFCM as an opportunity to acquire new customers. Offering discounts or special promotions can attract first-time buyers who might become long-term customers.

Marketing and promotion

BFCM provides a valuable occasion to invest in marketing and promotion. Statistics show that 77% of shoppers planned to shop on Black Friday in 2020, according to the National Retail Federation (NRF). WordPress product creators can leverage this large pool of potential customers.

WordPress plugin and theme sales

For WordPress product developers, BFCM can be particularly beneficial. In 2020, WordPress users collectively downloaded over 204 million WordPress plugins and themes from the WordPress.org repository, indicating a substantial user base.

However, it’s essential to consider the type of WordPress product you offer and your target audience. For example:

• Premium WordPress themes and plugins: These products can benefit from BFCM as users often seek discounts on premium features.
• Hosting services: BFCM can be an ideal time to offer discounted hosting services, attracting website owners looking for cost-effective solutions.
• WordPress support and services: Businesses offering WordPress maintenance and support services can also participate in BFCM, capitalizing on the demand for service deals.

BFCM Marketing Strategies for Small Businesses:  Pre-Planning Phase

During the pre-planning phase of Black Friday and Cyber Monday (BFCM) marketing strategies for small businesses, you need to lay the groundwork for a successful campaign. Here are some key steps to consider. 

i. Determine what products or services you want to promote

Before you start any marketing campaign, it’s important to have a clear understanding of what products or services you want to promote. This means carefully selecting which specific WordPress themes, plugins, or services you want to highlight and offer discounts on during the BFCM sales event. 

It’s essential to choose products or services that are likely to resonate with your target audience and provide value to them, ultimately driving higher sales and engagement during this promotional period.                

ii. Set specific revenue and sales targets  

Setting specific revenue and sales targets is a crucial strategy in the Pre-Planning Phase for marketing small businesses during the Black Friday and Cyber Monday (BFCM) sales event. This involves defining clear, measurable goals for how much revenue and how many sales you aim to achieve during BFCM.

By establishing these targets, you can create a focused and actionable plan that includes pricing strategies, marketing campaigns, and product offerings to help you reach your desired results. These targets serve as a guide to measure the success of your BFCM marketing efforts and ensure you are on track to meet your business objectives.

iii. Analyze your competitors’ BFCM strategies

Analyzing your competitors’ BFCM (Black Friday Cyber Monday) strategies means studying what your competitors have done in previous BFCM events to better prepare your own marketing strategy for small businesses. This will ultimately help you to stay ahead of the curve in your field.

iv. Identify gaps or opportunities in the market

Identifying gaps or opportunities in the market is a crucial aspect. This involves conducting thorough market research to pinpoint areas where there is unmet demand or underserved customer needs. By identifying these gaps or opportunities, businesses can tailor their products and promotions to better meet these specific needs, thereby increasing the chances of success during the BFCM sales season. This proactive approach can help businesses differentiate themselves and maximize their competitiveness in the WordPress product market.

v. Segment your audience

Categorize your target audience based on factors like interests, location, and previous interactions with your products. By doing this, you can tailor your marketing efforts to each segment, delivering more personalized and targeted promotions, content, and offers.

Literally, this approach helps maximize the effectiveness of your BFCM marketing campaigns and ensures that you’re reaching the right customers with the right messages, ultimately driving better results and sales during this high-traffic shopping period.

vi. Budget allocation 

Budget allocation means setting aside money for things like advertising, discounts, content creation, email marketing, website improvements, shipping, software tools, customer support, and a contingency fund. This ensures that you have the financial resources ready to execute a successful BFCM campaign.

v. BFCM content planning 

During the pre-planning phase, this strategy involves creating a comprehensive content calendar and strategy to ensure that your marketing efforts are well-prepared and executed effectively during the BFCM sales period. This content may include blog posts, social media updates, email newsletters, product descriptions, landing pages, and other promotional materials.

The goal is to engage your audience, inform them about your WordPress products, and entice them to make purchases during this peak shopping season. Effective content planning in advance can help maximize the impact of your BFCM marketing efforts and drive higher sales and conversions.

vi. Implement a transparent return policy

This means clearly outlining your product return and refund process for customers. By doing so, you build trust and confidence among your customers, making them more likely to purchase your products during BFCM and beyond. A transparent return policy demonstrates your commitment to customer satisfaction and sets a positive tone for your brand.

According to a survey, 67% of online shoppers review a return policy before making a purchase and 92% of shoppers say they will buy again if the returns process is easy. While 79% of consumers expect free return shipping.

BFCM Marketing Strategies for Small Businesses: Promotional Phase

During the promotional phase of your Black Friday and Cyber Monday (BFCM) marketing strategies for WordPress products, the focus is on actively promoting your deals and engaging with your audience. Here are key strategies for this phase. 

1. Discounts and offers 

This strategy involves providing customers with special discounts, deals, and promotional offers to incentivize them to make purchases. By offering reduced prices, buy-one-get-one deals, or other enticing promotions, WordPress product sellers can attract more customers, boost sales, and create a sense of urgency, driving potential buyers to take advantage of these limited-time offers.

This approach is a fundamental component of the BFCM marketing playbook for Small Businesses, helping businesses maximize their revenue during this shopping holiday. 

2. Landing page and website optimization

Landing page and website optimization refers to making improvements to your website and its specific pages to attract more visitors and convert them into customers. This includes making your site load faster, ensuring it looks and works well on mobile devices, providing a smooth and user-friendly experience, creating persuasive content, using effective calls to action, conducting tests to find what works best, optimizing for search engines, preparing for increased website traffic, and ensuring the security of your website. These optimizations aim to make your small businesses more appealing and accessible to potential customers during the BFCM sale.

3. Email marketing

Email marketing is a powerful weapon for Black Friday and Cyber Monday (BFCM) marketing strategy for WordPress product promotions. During the promotional phase, businesses can use email campaigns to reach their audience and inform them about special BFCM deals, discounts, and offers. This direct communication channel helps create anticipation and excitement, encouraging potential customers to visit your website and make purchases.

Moreover, email marketing allows you to showcase your products, highlight their unique features, and emphasize the value of your BFCM deals, making it an effective tool for driving sales during this important shopping period.

4. Social media marketing 

Social media marketing is a key strategy for promoting products during the Black Friday and Cyber Monday (BFCM) sales period. It involves using popular social media platforms like Facebook, Instagram, Twitter, and LinkedIn to create and share content that highlights your products’ special deals and discounts.

By leveraging the wide reach of social media, you can engage with your audience, build anticipation, and drive traffic to your website, ultimately boosting sales during the BFCM.

5. Content marketing 

Content marketing involves creating and sharing valuable, informative, and engaging content related to your products. By publishing articles, blog posts, videos, and other content, you can attract and engage your target audience, build trust, and ultimately drive sales during the BFCM promotional phase.

6. Partner collaborations

It refers to forming strategic partnerships with other businesses or WordPress influencers to boost your product’s visibility and reach. This collaboration can involve joint promotions, co-hosted webinars, or cross-promotion of each other’s products or services. By working together with partners, you can expand your customer base and leverage each other’s audiences to maximize sales and exposure during the BFCM period.

7. Influencer marketing

Influencer marketing means collaborating with influential individuals in your niche who have a substantial following on social media or other online platforms. These influencers can help promote your WordPress products by sharing their positive experiences or reviews, reaching a wider audience, and driving potential customers to your website or store. This approach can be highly effective in increasing product visibility and driving sales during the BFCM promotional phase.

BFCM Marketing Strategies for Small Businesses: Technical Preparation

Technical preparation is crucial for a successful Black Friday and Cyber Monday (BFCM) marketing campaign for your products. Here are key steps to ensure your website and technical infrastructure are ready. 

i. Ensure website scalability

Make sure that your website can handle a significant increase in traffic and user activity during the BFCM period without slowing down or crashing. This technical preparation may include optimizing your server, implementing caching, and using content delivery networks (CDNs) to ensure a smooth and responsive user experience, which is essential for maximizing sales and customer satisfaction during this high-traffic season.

ii. Mobile optimization

Mobile optimization is a crucial strategy for Black Friday and Cyber Monday (BFCM) marketing of products. It involves preparing your website or products to perform well on mobile devices, ensuring they load quickly, have a responsive design, and provide a seamless user experience on smartphones and tablets. This is essential because many shoppers use mobile devices to browse and make purchases during the BFCM sales period, so optimizing for mobile can boost your sales and customer satisfaction.

iii. User experience 

Ensure that your website and products are designed and optimized to provide a smooth, efficient, and enjoyable experience for users during the busy BFCM shopping season. It encompasses factors like fast-loading web pages, responsive design, user-friendly navigation, and secure payment processing, all aimed at enhancing the overall satisfaction of your customers. A positive user experience can lead to higher conversions and increased sales during the BFCM period.

iv. Security measures

Security measures are a crucial component of Black Friday/Cyber Monday (BFCM) marketing strategies for small businesses, focusing on the technical preparation aspect. This involves taking steps to protect your products and websites from potential security threats and vulnerabilities during the busy BFCM sales period.

These measures can include implementing security plugins, regularly updating your WordPress core, themes, and plugins, ensuring strong passwords, enabling two-factor authentication, and conducting security audits. By prioritizing security, you can safeguard your online assets and provide a safe shopping experience for your customers during the BFCM rush.

BFCM Marketing Strategies for Small Businesses: Launch and Execution

The launch and execution phase of your Black Friday and Cyber Monday (BFCM) marketing strategies for small businesses is where all your planning comes to fruition. Here’s what you should focus on during this phase.

Early promotions

Early promotions involve promoting your products, such as themes, plugins, or services, to potential customers before the official BFCM event begins. By doing so, you create excitement and anticipation, encouraging customers to make purchases ahead of time. This strategy helps you stand out in the competitive BFCM market and can lead to increased sales and customer loyalty.

Monitor and adjust

Regularly tracking the performance of your marketing campaigns, such as website traffic, sales, and conversion rates is an important thing to do to get the most out of BFCM. By closely monitoring these metrics, you can identify what’s working and what’s not. Then, you can make necessary adjustments to optimize your strategy for better results. This flexibility allows you to adapt to changing trends and customer behavior during the BFCM period, ultimately improving the effectiveness of your marketing efforts.

Customer support

Providing responsive and helpful assistance to customers before, during, and after their purchase works like magic. Truly, this strategy helps build trust, improve user experiences, and encourage repeat business during the BFCM sales period. Effective customer support can include timely responses to inquiries, clear product information, and assistance with technical issues, ultimately leading to increased sales and customer satisfaction.

BFCM Marketing Strategies for Small Businesses: Post-BFCM Follow-Up

The post-Black Friday and Cyber Monday (BFCM) follow-up is a critical part of your marketing strategy for small businesses. Here’s what you should do in this phase.

Email marketing follow-up

Sending targeted emails to customers after the BFCM sales event can bring an excellent result. These follow-up emails aim to maintain engagement, offer post-sale support, and encourage repeat business. They can include order confirmations, product recommendations, special offers, or simply expressing gratitude for their purchase. Moreover, this post-BFCM follow-up helps strengthen customer relationships and maximize the value of your BFCM sales.

Data analysis

Data analysis refers to analyzing the data and metrics generated during the Black Friday and Cyber Monday sales events. By examining this data, businesses can gain valuable insights into customer behavior, sales performance, and other key indicators. This analysis helps in assessing the effectiveness of marketing efforts and can guide future strategies for improving product sales and customer engagement.

Inventory and sales clearance 

Inventory and sales clearance is an important BFCM (Black Friday and Cyber Monday) marketing strategy for small businesses that focuses on selling off excess inventory or clearing out products that didn’t sell during the BFCM sale. This strategy involves offering discounts or promotions to entice customers to purchase these remaining items, helping to maximize post-BFCM revenue and make room for new inventory.

BFCM Marketing Strategies for Small Businesses: Long-Term Strategy

For a long-term Black Friday and Cyber Monday (BFCM) marketing strategy for WordPress products, you’ll want to consider ongoing efforts beyond the immediate sales event. Here are some key components.

i. Use the data and insights gained from BFCM

This strategy involves collecting and analyzing data from the Black Friday and Cyber Monday (BFCM) sales period to make informed decisions and improvements for the future. By studying customer behavior, sales trends, and other key metrics during BFCM, businesses can develop strategies that extend beyond the holiday season, ensuring sustained growth and success.

ii. Start planning for next year’s BFCM immediately

This long-term approach involves early planning, such as product development, marketing campaigns, and sales strategies, to maximize success during the BFCM period. By starting early, businesses can optimize their WordPress product offerings and promotional efforts to achieve better results in the upcoming BFCM season.

iii. Rescue abandoned carts

Rescuing abandoned carts is a powerful marketing strategy for WordPress product sellers during Black Friday and Cyber Monday (BFCM). This long-term strategy involves reaching out to customers who have added items to their online shopping carts but left the website without completing the purchase.

The goal is to re-engage these potential customers through email reminders, incentives, or personalized offers, encouraging them to return and finalize their purchases. It can significantly boost sales and conversion rates, making it an essential tactic for long-term success in WordPress product marketing.

See You Again

BFCM marketing strategies for small businesses can yield remarkable results when approached with a balanced blend of tradition and innovation. The power of WordPress’s versatility can be harnessed to create compelling content, captivating websites, and data-driven insights. But it’s equally important to remember that BFCM is not solely about sales; it’s an opportunity to build and strengthen relationships with your audience.

Prioritizing excellent customer service, ethical business practices, and embracing emerging technologies for enhanced user experiences will set your products apart. By integrating tradition and innovation and placing the customer at the heart of your strategy, you’re not only poised for a successful BFCM season but also for sustainable long-term growth in the ever-evolving digital landscape.