Black Week is the most important sales week in the year for online shops.
For many companies, it takes more than just setting prices to succeed — it requires smart marketing strategies tailored to your needs.
As a market manager with a small team and limited resources, you need effective measures that produce results without bursting your capacity.
At INEVO We have helped hundreds of Norwegian online shops in various industries – which skin care and clothingr – and with our experience we know what it takes to succeed during Black Week.
Either it's to optimize paid search, Social Media Advertising or e-mail marketing, our advice can help you get the most out of this important shopping week.
Ready to find out how to achieve your trading targets in Black Week?
Let's take a look at the main marketing tips from our experts.
1. Social media: Create early attention and involvement
For most online stores, social media are the first ones where customers discover the Black Week offers. With increased competition during this period, your content must stand out and truly capture the interest of the target group.
This recommends our social media expert, Niclas Nilsen:
«Focus on creating user generated content (UGC) around your five best Black Week offers. Combine this with strong, paying attention to your videos. Since people will be overwhelmed by ads, highlighting competitive prices can help you stand out and catch attention.»
2. Promotions before Black Week: Create demand early
As Black Week approaches, it is important to build up expectations and demand before the week starts. By launching campaigns in advance, you will ensure that your brand remains in the minds of the customers, so that they are ready to act when Black Week starts.
This you can start already now, as Hannah and I suggest:
Hannah Haraldsen Lindelien:
«Create demand-based campaigns by focusing on ‘soft’ conversions, such as ‘add to shopping basket’, before Black Week starts. By building up the target group preferences in advance, you will get lower costs per customer when you retreat them during the Black Week itself.»
Steven Macdonald
«Please set up a registration form for Black Week discounts in advance. Use exit-intent pop-ups to capture leads, and send the teaser entries 1-2 weeks before Black Week to heat up your list, which increases the likelihood that they buy when the offers are launched.»
Three. Mail and SMS marketing: Direct access to your customers
A good strategy for email and SMS marketing is the key to success during Black Week. These channels give you a direct line to customers who have already shown interest in your brand, making them more likely to buy.
Daniel Theodor Henriksen agrees:
«Build up your e-mail and SMS lists in good time before Black Week, so you have a warm target group ready to receive your offers.»
Emilie Bergquist also recommends using email and SMS as part of your Black Week strategy:
«Encourage people to join you for early access to your Black Week offers. Use lead ads in social media to grow your customer club, and reward those who sign up with exclusive offers or early access.»
4. Google Ads and PPC campaigns: Capture targeted traffic
Too many Norwegian online stores are Google Ads an important source of traffic. By fine-tuning your paid Black Week search strategy, you can effectively exploit demand in the high season and ensure that your offers reach the right target group.
Here's what our Google Ads experts, Priya and Toini recommend:
Priya Shringi
«Optimize your Google Ads campaigns by making seasonal adjustments and adding relevant keywords such as ‘Black Week’ or ‘Black Friday’. Make sure your Black Week products are clearly marked, and that the stock is up to date, so that you can get the most out of traffic.»
«Maximize your PPC campaigns using Google Ads extensions. Use site links, headlines and callouts to highlight important details such as free shipping or exclusive offers, and increase click rate.»
5. AI and automation: Efficiently streamline your campaigns for maximum power
With limited resources, automation using AI can give you a great advantage. When AI analyses results and makes adjustments, you can fine-tune your campaigns for the best possible results, without your team having to keep up with them all the time.
Our AI expert, KP, sees many possibilities for using AI during Black Week:
«Use AI to improve your campaigns by giving you insights and feedback. AI can help you fine-tune target groups, optimise advertising locations and suggest improvements in your message, so that your campaigns run smoothly and give maximum effect.»
6. Web Page Optimization: Convert visitors to customers
Both paid and organic traffic will lead visitors to your website, but if it is not optimized for conversion, all traffic may be lost. Black Week shopping is going fast, so it is important that your page is fast and provides a good user experience.
Even and Nora have shared some good tips on web-optimization:
«Remember, half of the visitors may never see your front page. Make sure your Black Week offers are clearly visible on product and category pages, not just on the front page.»
«Prepare your website for increased traffic. Make sure it is optimized for mobile, load fast and easy to navigate, so that the Black Week customers can act without problems.»
Seven. Write better lyrics: Make customers take fast choices
Once you have been brought to your site, the next challenge is to make them act quickly. Black Week customers expect quick offers, so creating a sense of haste is important to run sales on site.
Our content expert Ellen shares a good tip on convincing text:
Ellen Berg
«Focus on improving the product page action requests (CTA) by using text that creates a sense of time pressure. Replace the default phrases as ‘Get Now’ with something more time-critical, as ‘Safe the offer today!’ This simple adjustment may allow default customers to make a faster decision.»
Eight. Offers and promotions: Keep on customers throughout Black Week
Black Week is a marathon, not a sprint, and it may be challenging to keep customers engaged throughout the week. By offering new campaigns or exclusive packages every day, you can keep your tensions up and get customers to come back.
Sebastian and Velle have some smart tips to keep customers engaged during Black Week:
«If discounts are not your thing, you can consider other campaigns such as ‘Kjøp x, get y’ or exclusive packages. These offers keep customers interested without you having to give up too much of your margins.»
«Make the Black Week offers exciting by introducing new daily campaigns or packages. This creates expectations and gives customers a reason to check into your store every day, which increases the chance of more sales.»
Success with Black Week marketing – collaboration with INEVO
Are you a online store that will increase traffic and sales during Black Week?
At INEVO we specialize in helping companies like yours, with expertise in paid searches, social media and e-mail marketing. Together, we can implement smart Black Week strategies that make you stand out in the tough competition.
Are you a market manager with a small team? We understand the challenges you face – scarce resources, knowledge gaps and pressure to deliver results.
Our team with OMAs are ready to meet these needs and help your company grow.
We're taking 1-2 new customers in 2024 -- let's make sure you're one of them.
Ready to cooperate with INEVO on your Black Week strategy this year?