How large online stores do it to stand out on Black Friday 2024

If you thought about the best strategy to stand out with a online store in terms of billing y profitability you would most likely consider investing in Google Ads, Meta Ads and adjust the prices from the store as the only thing necessary. However, the rules of the game They are not the same as 10 years ago. It is not enough to make some changes in the store and activate campaigns in paid media on the day of the offers.

Precisely, this is the topic that will be addressed in this article: how from Why Ads Media has been achieved, and continues to be achieved, in a personalized way, with various online stores that bill more than €100,000 monthlyto stand out even more in Black Friday.

The main value offered by consultant marketing digital is he Know-How 360º which allows us to propose a adapted strategy to the real needs of each ecommerce.

Design of strategies for medium and large online stores to face Black Friday 2024 with high turnover volumes:

1. Definition of pricing strategies, objectives and calculation of profitability

You can’t face a Black Friday without first having set up a media plan with an adjustment of investments according to the planned billing objectives. Furthermore, this billing cannot be expected without first having analyzed prices, tiered discounts y fixed costs to calculate the ROSE necessary depending on the margins and achieve peak billing, and thus achieve the business objectives.

2. Design of the 360º digital strategy

Once the objectives have been defined and the investments and expected returns have been planned at the business level, we proceed to design how these objectives will be achieved. At this stage, through planning tools and with a plan of previous datathe global strategy from the beginning to the end. They are selected priority channels and the actions onsite y offsite to execute. Tools are used such as Miro, Funnelytics o Mind Master to design all actions, from advertising platforms to priority sales, email marketing, SEOetc.

3. Ecommerce optimization at SEO and UX level

Not only do they help to execute optimizations so that the prices they look a 15% smaller but aspects of usability y prioritizationlike banners, categorizations y designs to facilitate traffic conversion. In addition, strategies are activated SEO/UX in the main parts of the website, with the aim of improving the internal linking and the organic positioning of URLs with specific transactional terms for this time of year.

Example: If you have an ecommerce Vans sneakers and demand is detected in “zapatillas vans black friday”, several are activated landing pages with months or years of work, and are linked organically on the web to bring traffic and improve positioning on Google.

4. Activation of First Party Data through Marketing Automation

Thanks to the database of like-minded users built on the brand’s history, it is possible to activate personalized messages from offers and generate urgency. This is done through CRMthrough Push messages, SMS y emailsto directly impact clients and potential customers.

Some strategies email marketing are aimed at generating Leads of a CPL minor, implementing it months before the Black Friday through “Priority Sale”, nourished with exclusive access and discounts for those users.

5. Activation of agile and high-impact Paid Media structures

With the canales already selected for Black Friday and after an analysis of opportunities, the key structures to generate hot traffic that translates into more billing. For this, it relies on datadesign creativities y videoand equipment Paid Media advanced.

Example: And funnel activated in 2023 that generated more than 100.000€ billing with a 25% margincombining priority sales y marketing automation.

6. Data collection and activation of high-value audiences

Thanks to a correct analytical implementation on the website and tools of marketing automation appropriate, traffic entry and exit points are analyzed with conversion to adjust budgets daily. With tools like Connectif, Clavio, Salesforceamong others, are generated high value segmentations which are then reactivated on advertising platforms.

In short, scaling a ecommerce A couple of changes to the website and a few campaigns will not help you achieve success. The design of a long-term plan with 360º strategies and connected is what really makes the difference.