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Black Friday: why B2B businesses are catching the buzz

25th November 2016 Siobhan Morris

Today is the day retailers and consumers have been waiting for! The day prices drop and people are enticed to hit the high street and shop online for whatever jaw-dropping bargains they can find. Today is Black Friday!

What is Black Friday? (just in case you’ve been living under a rock this week)

An American import, Black Friday is the name given to the Friday following Thanksgiving, a day that naturally developed into the biggest spending day for US shoppers.

Marketers and retailers were quick to capitalise on the trend, branding the day “Black Friday” and offering exciting sales and “limited time only” offers to encourage shoppers to part with more cash. It’s much like the traditional Boxing Day sale trend here in the UK, which is now somewhat eclipsed by the consumer-driven Friday frenzy created by our American cousins.

Even though we don’t celebrate Thanksgiving, we started to take notice in 2013 when major retailers began offering Black Friday deals here in the UK. On the other side of the weekend there’s also Cyber Monday to look forward to when retailers tend to drop their online prices even further.

How B2B businesses can get in on the action?

It’s true that Black Friday and Cyber Monday are dominated by B2C companies, but they also present a number of opportunities for B2B businesses. Getting involved doesn’t necessarily mean having to offer knock down prices – simply getting in on the conversation will help build brand awareness.

Today and on Cyber Monday, people are more likely to be checking and opening their emails in search of a bargain, which means they are likely to be more receptive to email marketing campaigns.

It’s a prime time to be emailing your customers and prospects. However, if you’re not offering a “deal” in the monetary sense of the word, make sure you offer information that is of value to them. For example, in the weeks and days running up to Black Friday and Cyber Monday you could target your B2C contacts offering advice on how they can prepare for these events – try to relate this to the products and services you offer.

Take advantage of the higher email open rate by directing readers to your website or to a dedicated landing page offering more information, tips and perhaps a white paper tailored to their particular industry. A personalised approach will help strengthen your relationships with current clients and build credibility with your prospects.

Jumping on the bandwagon: do your research first

If you haven’t already considered getting in on the action this year, it is never too early to start planning for 2017.

It is certainly worth monitoring what other B2B companies and your competitors are doing right now, opening all your emails (especially the sales ones) and looking at what‘s drawing attention on social media. Learn about what works and use your findings to develop a well thought-out strategy, not simply another “me too”, for next year.

It’s a prime time to be emailing your customers and prospects. However, if you’re not offering a “deal” in the monetary sense of the word, make sure you offer information that is of value to them. For example, in the weeks and days running up to Black Friday and Cyber Monday you could target your B2C contacts offering advice on how they can prepare for these events – try to relate this to the products and services you offer.

For advice on building an effective email campaign, please get in touch.
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