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Black Friday 2020: choose the best strategy to succeed on digital

Black Friday

Black Friday 2020 – the main retail event in Brazil – is coming and promises to be even stronger in the digital environment, due to the coronavirus pandemic and social isolation. Faced with this, purchases that would be made in person in normal times have decreased and people have started to opt for online shopping.

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In April alone, there was an increase of 81% in e-commerce sales compared to the same period in 2019, which generated revenues of 9.4 billion reais. These numbers indicate that Black Friday will generate much more revenue in the digital environment, even with the reopening of physical points of sale.

How to prepare for Black Friday 2020?

It is estimated that a large number of companies will adopt Black Friday 2020 in the digital environment and, therefore, it is necessary to be prepared for the intense flow of users.

Have a platform with good performance

Analyze whether your platform supports a large number of simultaneous accesses and, if necessary, upgrade, leaving 100% ready for the date.

Pay special attention to the look of the website and social media

It is important to create a good strategy for publicizing and advertising on social networks to let customers know. In the visual, remember to highlight the promotions and use elements and colors that attract attention.

Attention the competition

Always be aware of competitors' prices, promotions and sales strategy.

Read too: What is AMP technology and how to configure your website to be faster

Black Friday

Pre-collect data

A great idea is to collect data before Black Friday 2020, bringing the customer closer to the brand. Offer benefits or payment facilities for those who are not yet customers, or create an LP to collect emails, for example, so you can gather data to offer exclusive promotions on the day.

Build customer loyalty

Make relationship programs offering benefits and promotions, such as an email with discount coupons, for example.

Take care of service channels

Having channels available to pass on information or answer questions from customers is essential. Therefore, service via email, telephone, social networks or chat on the website needs to receive special attention, especially in the days before Black Friday 2020.

Attention in stocks

With promotions, sales will be higher than usual. Therefore, increase the expectation of stock volume to be able to meet everyone.

Use email marketing

Send promotions and offers emails to your customer base contact list and highlight that Black Friday 2020 is coming.

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Learn how to use organic traffic to drive hits to your website

Saiba como usar o tráfego orgânico para gerar acessos ao seu site

It is estimated that the sites that appear first in search engines receive more clicks than the others, so the lower the site is, the less visits it will receive. All visits that a portal or website receives spontaneously – without investment in ads – are considered organic traffic.

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Through performance tools, such as Google Analytics, it is possible to know the origin of the accesses. These connections can be a source of:

– direct traffic: when people access the website address through the browser bar;

– referral traffic: when the person clicks on a link, existing on another site, which directs to yours;

– social traffic: that happens from the social networks.

Paid media is very efficient for immediate results, but investment in organic traffic reaches a good place in the first search results.

Tips for generating organic traffic

Although there is no practical guide to what works, there are actions that help in the growth of spontaneous hits.

  • meet the audience

One of the advantages of organic traffic is working for potential customers. However, in order to have assertive insights, it is necessary to know the behavior of the public, adjusting the planning to achieve more accurate results.

  • bet on mobile

The use of cell phones and tablets to access the internet has controlled a considerable portion of access sources. Therefore, it is essential to have adequate and fast loading pages for the good experience of the public.

Read too: Video Marketing could be a new way to increase your organic traffic, finds research

  • Be on social networks

Having a business profile on Facebook, Instagram and Twitter – using the appropriate communication strategies for each platform – drives organic growth and establishes a good relationship with the public. This is an important point for brands to remember when choosing a product.

  • Plan based on Google rules

It is necessary to work on behavioral studies and always be up to date with Google's criteria. SEO strategies are allied to adequate organic growth. Therefore, it is worth producing content with a focus on optimization, improving navigation and speed aspects, planning keywords, analyzing the site's information architecture and producing good titles and meta-descriptions.

  • Invest in different platforms and formats

E-mail marketing, social networks and referral links on other portals can improve access growth. Therefore, it is important to know the possibilities, choose the ones that best suit the objectives of the company or brand, carry out good planning and bet on multiplicity.

  • bet on content

Good keyword research, email marketing and improved loading speed are all great optimization measures, but it's the content that builds audience loyalty. Therefore, bet on creativity, adequate language, clear and reliable information and Call To Action (CTA).

  • Data analysis

Making use of analysis tools is essential to monitor results, maintain or adjust actions. Organic traffic has long-term results, but following the indicators from the beginning is decisive for conversion success.