How to prepare your business for Black Friday/Cyber Monday Miguel Pujols September 1, 2023

How to prepare your business for Black Friday/Cyber Monday

The holiday shopping season is a critical period for any brand, and the peak of this season is Black Friday and Cyber Monday. In today’s fiercely competitive digital landscape, it’s vital to start preparing now for the 2023 holiday season. Early preparation allows you to conduct market research, tailor your strategies, test your campaigns, and iterate based on performance data, ensuring you’re fully primed to seize the enormous opportunities that BFCM offers. In this comprehensive guide, we will delve into the myriad of digital marketing channels that brands must leverage to make the most of this shopping bonanza. Prepare for a deep dive, as we explore the tactical strategies to maximize your ROI this BFCM.

Content Strategy

SEO Optimization

Before you can sell, you need to be seen. SEO, or Search Engine Optimization, is the practice of enhancing a website’s visibility and ranking on search engine results pages. For brands, SEO is crucial as it increases organic online visibility, drives targeted traffic, and boosts brand credibility, ultimately leading to improved online presence, customer engagement, and business growth. The BFCM rush starts with search—mostly on Google. Understanding consumer behavior starts with knowing what they are searching for. Utilize keyword research tools to discover high-volume, relevant terms for the BFCM period. Consider both short-tail and long-tail keywords that potential customers might use in their quest for deals. Also, as a significant portion of BFCM shopping happens on mobile devices, your site must be mobile-friendly. This means fast loading times, easy navigation, and a responsive design that adapts to various screen sizes.


Develop a content calendar leading up to BFCM, covering topics that solve consumer problems or offer value. This is not just about products but about building a relationship with your audience. The sooner the better, too! Like all good things, gift guides and blogs take time to build up organic search rankings.

Email Marketing


Your customer base is not one-size-fits-all. Divide it based on previous purchase history, geography, or behavior. Craft targeted messages to each segment for higher open and conversion rates. Segment your email list to deliver personalized offers that make your subscribers feel like you’ve been reading their minds.

Trigger Emails

Utilize behavioral triggers like cart abandonment to send timely and persuasive emails that guide the customer toward completing a purchase. 

One-Time Sends

You can send holiday promo email campaigns to your customers to get them excited about the deals to come. These targeted emails offer exclusivity and urgency, resulting in impactful communication. From seasonal deals to warm greetings, harness the potential of one-time sends to enhance your holiday promotions with precision and purpose.

Social Media

Influencer Collaborations

Partnering with influencers can give you access to a much broader audience. Choose influencers who align with your brand’s ethos and can authentically engage their followers. It’s important to begin outreach as soon as possible so you’re not competing with other brands for Influencer shout outs this holiday season. 

Live Shopping on TikTok

In an era where e-commerce and social media are converging, TikTok’s Live Shopping feature has emerged as a game-changing platform for real-time consumer engagement. This feature allows brands to host live product demos, Q&A sessions, and exclusive reveals, transforming passive scrolling into active shopping. It’s a digital storefront that brings the intimacy and immediacy of in-person retail to the online world. As younger demographics continue to dictate purchasing trends, harnessing the power of TikTok’s Live Shopping can provide an authentic, interactive experience that translates into increased brand loyalty and sales. In the high-stakes landscape of Black Friday/Cyber Monday, integrating TikTok Live Shopping into your multi-channel strategy can give you a crucial edge in capturing the attention and wallets of a tech-savvy, impulse-driven audience.

Paid Social Advertising

Prepare a budget for paid promotions. Start by retargeting your existing customers and then expand to look-alike audiences.

Google Ads

Keyword Planning

Competitive bidding on Google Ads can be expensive. Instead of only aiming for high-competition keywords, consider long-tail keywords that might yield better ROI.

Ad Extensions

Use ad extensions to provide additional links, contact info, or promotions. They expand your ad’s footprint and provide more options for the customer to engage with your brand.

Affiliate Marketing

Commission Structure

A successful affiliate program is not just about attracting high traffic; it’s about attracting the right traffic. Work closely with affiliates who align with your brand ethos and customer demographic. The commission structure should be designed to incentivize not just clicks but conversions. Offering higher commissions for higher-value products can also steer your affiliates towards promoting them more aggressively, which can be especially beneficial for those big BFCM clear-out sales!


Audience Segmentation

One size doesn’t fit all in retargeting strategies. Segment your retargeting audience based on specific behaviors or interactions with your brand. You could create a segment for visitors who viewed specific product pages but didn’t make a purchase, and another for those who added items to their cart but abandoned it. This enables you to serve highly personalized ads that address the unique hesitations or interests of each group, increasing the likelihood of conversion.

Ad Creatives

Since these consumers are already familiar with your brand, focus on creatives that remind them what makes your brand unique or worthwhile. Tailor your ad creatives to match the segments you’ve created. Make them shine with special holiday messaging. Cart abandoners might receive an ad featuring a special discount, while product-page viewers could see user testimonials or product usage demos.

Conversion Rate Optimization (CRO)

Landing Pages

Design specialized BFCM landing pages focused on particular products or deals. This narrows down the choices for visitors, making them more likely to convert.

A/B Testing

Experiment with different elements like CTA buttons, images, or headlines to identify what resonates most with your audience.

Analytics and Monitoring

Real-Time Monitoring

Use real-time data to make adjustments to your strategies. If one channel is underperforming, you might reallocate resources to one that’s thriving.

Post-Event Analysis

After the dust settles, evaluate your KPIs to understand what worked and what didn’t. This is essential for preparing for the next BFCM.

Black Friday and Cyber Monday are not just about slashing prices and hoping for the best. They require a well-thought-out, multi-channel digital marketing strategy. From SEO to affiliate marketing and beyond, each channel offers a unique opportunity to connect with customers and maximize sales. By understanding and applying the strategies discussed above, you’re well on your way to making this BFCM a monumental success for your brand.

As always, the team at Giant Propeller is here to help you navigate these complexities and propel your brand to new heights. Happy selling!