The ultimate Black Friday local marketing guide

Natalya Stecko
October 24, 2023

7 min read

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The ultimate Black Friday local marketing guide
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Are you ready for the year's biggest shopping events? Black Friday and Cyber Monday present fantastic business opportunities, but the competition can be fierce. To thrive in this competitive landscape, it's crucial to fine-tune your online presence and ensure your in-store strategy is on point.

But don't forget, Cyber Monday is just as important as Black Friday. It's a buying frenzy that you don't want to miss out on.

In this ultimate guide, we'll take you through the steps to conquer your Black Friday marketing strategy during these crucial shopping days. From optimizing your online presence to getting your brick-and-mortar stores ready for action, we've got all the essential tips you need.

Let's dive in and make this Black Friday and Cyber Monday your most successful yet.

Understanding Black Friday & Cyber Monday trends

Originally starting in the 1950s, Black Friday earned its name from the need for police intervention to manage the massive influx of shoppers. In contrast, Cyber Monday emerged in 2005 as online deal-seekers drove its evolution. What once began as smaller US holidays have now blossomed into a global commerce phenomenon, marking essential dates on every marketer's calendar.

Over time, these days have witnessed shifting trends, mirroring the ever-changing consumer behavior and shopping habits.

Here are some key statistics around Black Friday & Cyber Monday:

What are the stages of Black Friday?

Understanding the stages of both Black Friday and Cyber Monday is essential for businesses and marketers.

In this section, we'll walk you through the key stages of these shopping events, equipping you with the knowledge to make the most out of these incredible opportunities:

The build-up

Google Search Trends reveals that Black Friday research begins weeks ahead of the big day in November. Over the past five years, searches have consistently surged in September and October.

Users generally search for attractive deals and promotions rather than specific brands or products during this early stage. Awareness of this trend is crucial as it strategically prepares businesses for the upcoming frenzy.

Google Search Trends data for “Black Friday” in the US over the past 5 years

To achieve the best results during Black Friday, businesses and marketers must understand the significance of early planning. Merely throwing out a discount code on the day won't cut it anymore.

Preparing well before the build-up stage is crucial to boosting performance. By strategically laying the groundwork and crafting a well-thought-out marketing plan, you significantly increase your likelihood of success.

The craze

As we analyze the data from the previous graph, a clear trend emerges: search volumes steadily rise as the date draws nearer. This surge indicates that consumers focus more on exploring specific products and brands as we approach the peak.

Staying present and updated is essential to maximize your chances of success during this critical stage. Be ready to capture the attention of those actively seeking products like yours.

Keeping a close eye on this increasing interest will give you a competitive edge in seizing opportunities.

Google’s example of the stages of Black Friday

The last call

As the Black Friday excitement winds down, savvy shoppers continue to search for deals for approximately two weeks after the event. This is where you can leverage the power of Cyber Monday, which takes place on the Monday following Black Friday, and extend some of your Black Friday deals. By doing so, you'll cater to those who might have missed out earlier or are still hunting for bargains.

Keep in mind that Cyber Monday follows a similar pattern with its own build-up, craze, and last-call phases, which also coincide with the aftermath of Black Friday.

As a smart marketer or business owner, embracing and strategizing for these three stages is crucial to ensure you maximize your impact on Cyber Monday. By seamlessly integrating your Black Friday momentum into Cyber Monday, you'll have a winning formula for capturing the attention of eager shoppers throughout this exciting shopping period.

Why is your Google Business Profile important for Black Friday?

A Google Business Profile is hugely important for Black Friday and Cyber Monday for several reasons:

Local visibility

During these shopping events, customers actively search for local deals and promotions. A well-optimized Google Business Profile ensures your business appears prominently in local search results, increasing your visibility to potential customers nearby.

Online presence

A strong online presence becomes crucial as more consumers shop online during Black Friday and Cyber Monday. A Google Business Profile serves as your virtual storefront, providing essential information about your business, promotions, and offerings to online shoppers.

Quick access to information

Shoppers often seek immediate information such as store hours, contact details, and the availability of deals. A well-maintained Google Business Profile provides quick access to this information, making it convenient for customers to plan their shopping.

Analytics and insights

Google My Business provides valuable insights into how customers find and interact with your profile. This data helps you gauge the effectiveness of your Black Friday and Cyber Monday marketing efforts, allowing you to make data-driven decisions.

Checklist for local businesses this Black Friday

You've grasped the significance of participating and preparing for the Black Friday marketing frenzy. Now, it's time to equip your local business with the essential checklist for a successful Black Friday:

1. Be prepared for each stage

Preparing for Black Friday is essential to maximize your success during the Black Friday and Cyber Monday shopping period. Understanding and planning for each stage of these events will give you a significant edge in making the most of this critical period.

2. Keep on top of trends

In the fast-paced world of Black Friday and Cyber Monday, staying on top of the latest trends is crucial for success. Knowing about the latest shopping environment is essential; from irresistible discount codes like "BLACKFRIDAY" to generous 50% off deals — you’ve got to stay present.

Keep a finger on the pulse of consumer behavior, too, as early searches for Black Friday deals might signal a shift in buying patterns. By staying informed and adapting to the evolving trends, you'll position your business to make the most of Black Friday.

3. Set holiday and special hours

Don't miss out on potential customers due to outdated information. Whether extending your hours or offering limited-time deals, set the right impression by updating your holiday and special hours. Clarity is key in the crowded market of Black Friday shoppers, and your profile needs to shine with the latest details.

4.  Utilise the Google Business Profile Product Editor

The Google Business Profile Product Editor is your secret weapon for Black Friday. With this tool, you can showcase your products, boost engagement, and skyrocket your sales.

Customers who visit your Business Profile will be greeted with a display of your top products in the dedicated products tab. This is your chance to spotlight those irresistible deals you want to push during the sales season.

Ensure your products are eye-catching to make the most of the product features. High-quality photos and compelling descriptions are a must. Remember, the competition is fierce, so your products need to stand out in the crowd. Consider going the extra mile by adding your discounts or deals directly to the product images, creating an even more enticing visual using tools like Canva.

You can also supercharge your product listings by adding a powerful call-to-action (CTA) to your catalog. Whether a persuasive "Buy now" or a "Get offer," this extra touch will nudge potential customers towards making that purchase.

5. Monitor your Q&A section

Stay attentive to your Google Business Profile's Q&A section during every phase of Black Friday. Customers might have inquiries about products, your business, or discounts. A proactive approach is to prepopulate the Q&A with common questions before the Black Friday rush. This not only eases users' experience but also streamlines their decision-making process.

6. Keep track of your reviews

One crucial aspect of optimizing your Google Business Profile is actively managing your reviews. Keep a vigilant eye on both positive and negative feedback. Responding to all reviews is a must, showcasing your business's active engagement and dedication to customer satisfaction.

Not only does this foster a positive brand image, but it also acts as a local ranking factor, boosting your profile's visibility in local searches.

7. Don’t forget about keyword research

Keyword research is your compass to success for Black Friday. By discovering what people are searching for, you can rank high and attract eager shoppers to your website and Google Business profile.

Focus on trending Black Friday deal terms and product or service-specific keywords related to your business. Striking this balance ensures maximum reach throughout the holiday season.

8. Create Google posts

Google Posts are a powerful tool to share announcements, offers, and event details in local search results and Google Maps. For Black Friday, consider creating a schedule of engaging posts to build anticipation before the rush, showcase deals and products during the event, and sustain interest afterward.

By consistently engaging your audience and customizing your approach, your business will stand out amidst the Black Friday buzz, driving increased sales and brand loyalty.

9. Make sure your website is ready

Optimising your Google Business Profile is a crucial step, but let's not forget the importance of preparing your website too. When you direct users to your site for Black Friday deals and promotions, you must ensure a seamless experience. It's essential to have a mobile-friendly website that can handle the influx of traffic and offers smooth user journeys for all visitors.

Consider creating dedicated landing pages for your Black Friday offers to provide focused and enticing experiences for potential customers. These landing pages will enhance engagement and conversions, whether it's product pages, service pages, or just an invitation to explore.

Remember, a user-friendly website complements your well-optimized Google Business Profile, enhancing your chances of driving more local traffic and sales this Black Friday.

Closing thoughts

Getting your Google Business Profile and website ready for Black Friday might seem daunting, but fear not – the rewards are well worth the effort. By ensuring your profile is up-to-date, you significantly increase the likelihood of helping customers find precisely what they need amidst the hustle and bustle of the year's biggest sales event. Don't let this opportunity slip away; you'll stand out and thrive with the right preparations.

Make the most of your Google Business Profile this Black Friday and beyond with the support of Mirador. Streamline the process and optimize your profile effortlessly, ensuring you capitalise on every opportunity to boost your business. You can book a demo here today.