What is Black Friday Cyber Monday - BFCM?
Black Friday Cyber Monday (BFCM) is one of the most significant shopping events of the year, held annually on the weekend following the American Thanksgiving holiday. In Australia, BFCM has quickly gained traction, becoming a golden opportunity for ecommerce businesses to boost their sales with irresistible deals. The event typically begins on Black Friday (the last Friday of November) and runs through Cyber Monday, making it a critical four-day period for retailers looking to reach a wider audience and drive revenue before Christmas.
In this guide, we’ll provide you with ten essential tips to make the most of BFCM 2024 and ensure your ecommerce business stands out in Australia’s highly competitive digital landscape.
1. Start Early with a Strategic Plan
BFCM success relies heavily on preparation. Start planning your campaigns at least two months in advance to fine-tune the details. If you still have not developed your strategic plan don't worry, the sooner you start the better!
Review last year’s performance, identify what worked and what didn’t, and set realistic, measurable goals. Map out your offers, promotional channels, and target audiences well ahead of time to avoid last-minute rushes.
How to Measure:
Use KPIs such as sales revenue, click-through rates (CTR), and conversion rates. Tools like Google Analytics and Facebook Ads Manager can help you track the effectiveness of your campaigns.
2. Optimise Your Website for Conversions
Ensure your website is fast, responsive, and capable of handling a significant increase in traffic. A slow or cluttered site can lead to high bounce rates, losing valuable customers.
Key actions:
- Improve site speed by optimising images and scripts.
- Implement clear calls to action (CTAs) on key product pages.
- Ensure a smooth checkout process, possibly with guest checkout and multiple payment options like Afterpay.
How to Measure:
Track your website speed using tools like Google PageSpeed Insights and monitor bounce rates and shopping cart abandonment through Google Analytics.
3. Leverage Email Marketing for Personalised Promotions
Email remains one of the most powerful tools in your marketing arsenal. Build excitement with your audience by sending **early-bird offers** or sneak peeks of upcoming deals.
Segment your list to send **tailored emails** based on customer behaviour and preferences. Consider sending reminder emails during BFCM to drive urgency.
How to Measure:
Monitor open rates, click-through rates, and conversion rates using platforms like Klaviyo or Mailchimp.
4. Implement Retargeting Campaigns
Many shoppers will visit your site in the days leading up to BFCM but may not make a purchase immediately. This is where **retargeting** comes in. Use Google Ads and Meta Ads to remind potential buyers of the products they were considering.
How to Measure:
Keep an eye on the return on ad spend (ROAS) and the cost per conversion of your retargeting ads.
5. Offer Exclusive BFCM Discounts and Bundles
Create a sense of exclusivity by offering limited-time discounts, bundles, or flash sales that customers can only access during BFCM. Consider creating urgency by displaying countdown timers on your product pages.
How to Measure:
Track unit sales per promotion and average order value (AOV) to gauge the effectiveness of your offers.
6. Use Social Media Ads to Expand Your Reach
With the right targeting, social media platforms like **Meta (Facebook and Instagram)** can be incredibly effective at driving BFCM traffic. Craft eye-catching, carousel ads or video ads to showcase your offers. Don’t forget to include strong CTAs and use urgency-driven messaging.
How to Measure:
Use Meta Ads Manager to track CTR, conversion rates, and cost per acquisition (CPA).
7. Engage Influencers for Product Reviews and Recommendations
Influencer marketing can provide a substantial boost to your BFCM efforts, especially when influencers showcase your products with **authentic reviews** or limited-time promotions. Identify influencers who have an audience aligned with your target demographic.
How to Measure:
Measure **engagement rates** and **referral traffic** to see how many visitors and sales are coming from influencer collaborations.
8. Create Limited-Time Offers to Drive Urgency
Encourage immediate purchases by offering **limited-time deals** during BFCM. Flash sales, hourly discounts, or exclusive offers for email subscribers can prompt quick decision-making from customers who fear missing out.
How to Measure:
Monitor sales spikes during flash sale hours and compare conversion rates with non-limited-time offers.
9. Offer Free Shipping and Easy Returns
Many customers expect free shipping during BFCM, and providing it can reduce cart abandonment. Pair this with hassle-free returns to build trust and increase the likelihood of conversions.
How to Measure:
Track the cart abandonment rate before and after implementing free shipping and compare it to other times of the year.
10. Use Post-BFCM Follow-Up Campaigns
The relationship with your customers doesn’t end after BFCM. Continue to engage them with post-sale offers and loyalty programmes. Encourage repeat purchases by sending follow-up emails with complementary product suggestions or promotions for future sales.
How to Measure:
Check repeat purchase rates and customer lifetime value (CLTV) to see how well your follow-up campaigns are performing.
How Monsta Media Moreton Bay Can Help with your Ecommerce Marketing
As a Shopify Partner, Google Partner, and Meta Partner, Monsta Media Moreton Bay has the expertise and tools to elevate your BFCM marketing campaigns. Our team understands the ecommerce landscape and will craft tailored strategies to maximise your ROI. From website optimisation to social media advertising, we can help you build a comprehensive BFCM plan designed to boost your sales.
What Sets Us Apart?
- We offer data-driven solutions, ensuring every decision is backed by real-time insights.
- Our personalised approach means we get to know your brand and create campaigns that reflect your unique voice.
- We understand Australian ecommerce and focus on crafting strategies that resonate with your local audience.
Plus, we’re currently offering a Buy One Get One Free Offer on ad management for new clients. Sign up for a month of digital ad management, and you’ll receive the second month free – valued at over $1,500. This is the perfect opportunity to test the waters during BFCM without breaking the bank.
Ready to Take Your BFCM to the Next Level?
Let Monsta Media Moreton Bay help you navigate this crucial retail period and achieve outstanding results. Contact us today for a free consultation and learn more about how we can support your BFCM campaigns with our exclusive offers.