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November 19, 2014

10 Advertising Strategies for Cyber Monday

Cyber Monday set online sales records in 2013, and some sources say the increasing popularity of online shopping will eventually overshadow the traditional Black Friday. The blend of convenience and savings is a perfect storm for modern shoppers, and smart entrepreneurs are using this momentum to reach out to customers who would not be able to physically visit their businesses.

Here are ten of the best strategies for advertising your business’s Cyber Monday Sales in the next few weeks.

1. Mobile App-Install Ads
Traditional Internet ads have never been very effective. The click-through rate on banner ads is a depressingly low 0.1 percent. They have become so ubiquitous; most people don’t even notice them. One thing people do pay a lot of attention to, however, is their Smartphone. According to Fox Business, Cyber Monday sales grew by almost 21 percent last year, and mobile sales made up 17 percent of the total. Apple iAd also gives you the option to find and advertise specifically to your target demographics. It’s a smart option for reaching the right audience in a technology-dependent world.

2. Mobile Friendly
In that same vein, it’s important to make sure that your website is compatible with Smartphones and tablets. E-Marketer predicts that there will be 1.75 billion people with Smartphones by the end of 2014. Many of them will do their online shopping from those devices. If your hosting platform isn’t mobile-friendly, consider switching to one with a mobile commerce shopping cart, like Shopify.

3. Utilize Social Media
Social media advertising is another way to put your Cyber Monday ads in a place you know they will be noticed. Money spent on social media advertising is predicted to grow exponentially in the coming years, and Business Insider reports that it is already up 40 percent in 2014. Consumers spend the bulk of their online time on Facebook, Instagram, Twitter, and other social media markets. Also, don’t neglect sites like LinkedIn. You can create a company page and join groups to reach people specifically interested in your products. It’s only good sense to place your ads in high-traffic areas.

4. E-mail Marketing
Use the e-mail list you have already cultivated during the past year. These are people who are past customers, so you know they have an interest in your product. If they have made a purchase with you in the past, they already know how great your products or services are—you just need to give them an enticing reason to come back. Cyber Monday sales are the perfect way to attract repeat customers.

5. Monitor Your Competitors

Visit your competitors’ websites or sign up for their e-mail lists to see what Cyber Monday sales they are running. You can use this information to give yourself a strategic advantage. Sweeten the pot for your customers enough to give yourself an edge in price, shipping, etc. for anyone comparison shopping.

6. Run Time-Specific Flash Sales

Take a tip from big box retailers and release a new special every hour. The sense of urgency this creates is a big reason why customers enjoy the Cyber Monday and Black Friday shopping. Snagging a deal that is only available for an hour makes customers feel they have accomplished something difficult. It also pushes them to make their purchase immediately, before it is gone, rather than to think about it longer and potentially not buy the desired item at all.

7. Offer Daily Deals
Think about using a high-traffic daily deal site like Groupon or Living Social. You can advertise your best Cyber Monday specials this way, and also limit the amount of customers who can purchase the deal if you like. It can also generate interest in your business or website. When customers view the coupon, they might click through to your site to see what other products or deals you offer.

8. Link Online and Physical Sales
If you have a brick-and-mortar location, you instantly have a great opportunity to link with online sales. When a customer makes a purchase in your store on Black Friday, give her a coupon code to use on Cyber Monday. This is a consumer who likes your product. The coupon code will be a reward for her loyalty and an incentive to come back for more. You can make the code apply to a specific product or for anything you sell.

9. Think Ahead for Next Year
When a customer makes a purchase online on Cyber Monday, make sure he has the option to sign up for your email list. This way, you are even more prepared for next year and you can keep them up to date on your business all year long.

10. Free Shipping
Free shipping is a major draw to online shoppers. Shipping costs are not a variable for brick-and-mortar stores, so waiving that fee might be the push they need to forgo the crowds and do their shopping online.


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