Marketing Strategies You Can Implement This Black Friday

Black Friday is just around the corner, 24th November 2023 to be exact! And for businesses, it’s a golden opportunity to boost sales and engage with customers. To make the most of this bustling shopping day, it’s crucial to have a well-thought-out marketing strategy in place.

So, if you are leaving it a little late to get your marketing sorted or would like expert tips from an expert digital marketing agency to expand on your current strategy, we have put together our top three effective marketing strategies you can implement this Black Friday to help maximise your business’s success.

1. Email Marketing – Optimising Your Mailing List

One of the most powerful tools in your marketing arsenal is your email list, as email marketing is a versatile and highly effective tool for engaging with your audience. When used properly, it can drive sales and strengthen the relationship between your brand and your customers.

Before you do any extra email marketing for Black Friday, however, you should start by ensuring your email list is clean and up-to-date. Remove any inactive or invalid email addresses to improve deliverability and engagement rates.

Here are the rest of our top tips to optimise your email marketing for Black Friday:

  • Segment Your List

Segmenting your email list is like offering a personalised shopping experience. Grouping subscribers based on their preferences, purchase history, or demographics allows you to tailor your messaging. For example, if you have a segment of loyal customers, you might want to offer them exclusive early access to your Black Friday deals as a token of appreciation.

This a popular marketing strategy for a reason, customers are far more likely to purchase if they know they are getting a special deal, just for them.

  • Share Teasers and Discounts

Generate excitement by sending out teaser emails in the lead-up to Black Friday. Provide a sneak peek of the deals your customers can expect. Building anticipation is a powerful way to engage your audience leading up to Black Friday. Offering exclusive discounts or early access can encourage anticipation, improve conversions, and drive traffic to your site.

  • Create Compelling Subject Lines

The subject line is the first thing your subscribers see, so it needs to grab their attention. Incorporate urgency (“Limited Time Offer!”) and a clear value proposition (“Up to 50% Off!”) to entice them to open the email. Experiment with A/B testing to find out what resonates best with your audience. Just as a caveat to the above, email providers are currently cracking down on spam emails, so be careful of the language you use to avoid your email going straight into junk!

2. Social Media & Paid Ads – Advertise Black Friday Product Deals

Social media platforms are hotspots for customer engagement! Using them alongside paid advertising can significantly impact your Black Friday success. Here’s how to effectively use social media for Black Friday promotions:

  • Plan a Content Calendar

Consistency is key in social media marketing as a consistent presence on social media is crucial for building and sustaining a strong online presence.

Create a content calendar that outlines the type of content you’ll be posting in the lead-up to Black Friday. This could include product highlights, customer testimonials, behind-the-scenes glimpses, and countdowns to the big day.

Behind-the-scenes glimpses are particularly important for engagement purposes, as you give your audience a unique and personal perspective, which can strengthen their connection to your brand.

Additionally, incorporating countdown posts in the days leading up to Black Friday builds anticipation and excitement. This consistent, diverse, and fun content approach not only keeps your audience engaged but also provides valuable touchpoints for them to interact with your brand, ultimately driving higher levels of awareness and interest in your Black Friday offerings.

  • Consider Using Paid Ads

Paid advertising amplifies your reach and allows you to target specific demographics on platforms such as Facebook, Instagram, X (Formerly Twitter), and TikTok.

You do need to set clear objectives for your ad campaigns, whether it’s driving website visits, increasing conversions, or building brand awareness.

Allocate your budget strategically, focusing on platforms where your target audience is most active and targeting specific demographics based on their interests, behaviour, and location to maximise reach and impact.

  • Encourage User-Generated Content

Not only is user-generated content set to be a huge marketing trend during 2024, but encouraging your customers to actively participate in sharing their excitement about your Black Friday deals is a brilliant way to amplify your brand’s reach and impact.

When your customers or users share their experiences, whether through social media posts, reviews, or photos showcasing your products in action, it serves as powerful social proof. Prospective customers are more likely to trust the recommendations and experiences of other purchasers.

It can also create a community around your brand. This sense of belonging can lead to long-term brand loyalty and advocacy, as customers become enthusiastic advocates for your products and services. So, as Black Friday approaches, consider running a user-generated content campaign with incentives or contests to further engage your audience and motivate them to share their excitement. This not only benefits your Black Friday campaign but also lays the groundwork for more engagement around your brand beyond this date.

3. Website – Consider Adding a Banner or Pop-Up with Deals

We may be a little biased being a web agency as well as a marketing one, but your website is truly the digital face of your business. Ensuring it’s optimised for Black Friday can make a significant difference in converting visitors into customers and really shouldn’t be ignored! So, here’s our advice on how to make your website Black Friday-ready:

  • Add a Prominent Banner

Your website should clearly communicate and showcase that you’re offering special deals for Black Friday. Place a visually appealing banner at the top of your homepage with bold text and attractive imagery.

It needs to be easily noticeable and include a call-to-action (CTA). Ensure the (CTA) button leads directly to the product pages or a dedicated Black Friday section if you want to add that to your site.

  • Implement Pop-Ups

Strategically timed and designed pop-ups can capture your visitors’ attention. Offer something enticing, like a discount or exclusive access to a limited-time offer, in exchange for their email addresses. This not only helps grow your email list but also provides you with a direct channel to communicate with potential customers for future marketing efforts.

  • Optimise for Mobile

We cannot stress this point enough, please make sure your website is optimised for mobile!

With the rise of mobile shopping, it is absolutely crucial that your website is mobile-friendly. Most people are likely to shop Black Friday deals on their mobile, so ensure that all elements, including banners and pop-ups, are responsive and display well on smaller screens. A seamless mobile experience can significantly impact conversion rates.


Black Friday presents a fantastic opportunity for businesses to boost sales and engage with their audience. By implementing these marketing strategies, you’ll be well on your way to a successful Black Friday campaign.

Remember to track the performance of each of these strategies using analytics tools. This data will provide valuable insights into what worked best for your audience, which you can use to continually refine your approach for future events.

Also, preparation is key, so start planning your Black Friday marketing campaign today! If you need assistance or expert guidance, feel free to reach out to Click Through Digital – we’re here to help you make this Black Friday a memorable one for your business.

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