28 Oct 2021 By By Alice Davies
It’s the most wonderful time of the year - Cyber Monday. eCommerce retailers can revel in the increase in online sales that will be happening in Christmas 2021 - and throughout the rest of the year. In fact, in the UK alone, we’re set to spend £10bn more this year than in 2020. Although these figures are pretty crazy, you still need a robust promotion strategy for Cyber Monday to ensure you’re capturing new customers, over your competitors.
It’s in the name really - Cyber Monday is one of the biggest and busiest online shopping days of the year. But how exactly do you successfully promote your deals, without getting lost in all the online noise?
With the COVID-19 pandemic pushing more and more shoppers online, Christmas 2021 is set to be no different. This means more brands have moved to online platforms and more consumers are shopping online, becoming more and more savvy to discounts and deals - and the best place to find them.
This year, Cyber Monday falls on November 29, so let’s get the ball rolling with some of the best ways to promote your deals.
If you’re driving traffic to your site via online advertising, then a bespoke Cyber Monday landing page is a must. Consumers are overwhelmed by the amount of offers and deals happening online that day, so provide them with the easiest way to view all your discounts - on one single landing page.
This could be split into categories or products, or by discount level. Having a unique landing page for this means you know exactly where you’re driving all your traffic through to - and it’s something that can be utilised in ad campaigns, as well as for next Cyber Monday too.
You can use your landing page to promote products you want to shift or new releases, with exclusive discounts. Limiting the need for a consumer to navigate through the rest of your site, trying to find the best deals, means they’re far more likely to convert then and there, instead of going elsewhere to look.
Create a sense of urgency on that landing page, but also make it incredibly easy for users to find what they need - as well as entice them into new products and offers too.
As we mentioned previously, you can direct ad traffic straight through to your dedicated landing page. It’s so important to utilise paid campaigns during Cyber Monday, as you can’t expect consumers to know what you’re offering and assume you have any discounts available.
Depending on your industry, look at utilising the likes of Facebook, Instagram, and Google Ads. These channels allow you to create targeted campaigns, reaching your audience where they’re searching. Your ads can be promoted to your current followers and previous customers, as well as reaching new people.
Think about remarketing too. Cyber Monday deals are rife - and people aren’t just going to be looking at your website to find them. Once they’ve visited your site, keep prompting them to buy and remind them of your great deals. Make your ads creative and unique, so consumers won’t feel like they’re being bombarded, but will simply be naturally enticed back in.
Your previous customers, and your email database i.e. people who are already aware of you, should be your main source of sales over the Christmas period. They’re already aware of your brand and the quality of your products, so are more likely to buy compared to someone simply on the lookout for a great deal.
Keep them updated about your Cyber Monday offers over email, as well as offering them exclusive deals. That way you’re keeping previous customers engaged and prompting them to buy through you, as opposed to your competitors.
Regularly send emails about your upcoming deals, but keep it creative and engaging, so that you’re not just relying on being over-promotional and sales-y.
If you have some redundant stock that needs shifting, and if you can soak up the margins, think about offering free gifts with orders over a certain amount, or product bundles. This makes the customer think they’re getting more bang for their buck, and means they have more gift options for their friends and family.
Bundling products means you’re providing your customers with new things to try - which means if they like it, they’re likely to continue buying in the future. This gives you the opportunity to generate more interest and sales in products that the customer might not have thought about purchasing.
Cyber Monday has a lot of potential for busy eCommerce businesses - you just need a robust marketing plan in place to ensure you don’t miss out on customers and traffic.
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