Speaker 1: Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the gile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors Neil Patel and Eric Sui.

Eric Sui : Welcome to another episode of Marketing School. I'm Eric Sui.

Neil Patel: And I'm Neil Patel.

Eric Sui : And today we're going to talk about how to make the most of Black Friday traffic surges. So, you know, you have Black Friday kicking off. You're getting a lot of traffic from it. There's a lot of people buying stuff. So how do you make the most of it? I mean, first and foremost this is simple to do. I'm assuming you have the Facebook pixels, Google pixels on your website. You're re-targeting the people that hit these pages but do not buy, right? This is simple.
You have to have this ideally for any kind of ... let's assume you're doing e-commerce, you have people you're targeting, people that abandon, right? But maybe you might offer them another deal that's sweeter, right? Let's say they try to get a Black Friday deal but they abandon. Well, you're going to tailor your messaging towards them. Get them to come back. Get them to buy. That's low hanging fruit that's easy for you to get more sales.

Neil Patel: Yeah, and you're sales don't have to stop with Black Friday. There's also Cyber Monday, right? So Black Friday's on a Friday, Cyber Monday's the next day, and you can end up generating income from that Monday as well. So it doesn't just have to stop right there. So make sure you have more offers in addition to just Black Friday.

Eric Sui : Yeah and also, I mean, one thing you can add in building on Neil's idea of Cyber Monday as well. You can create mystery campaigns. So what does that mean? You can talk to people, tailoring ... so you can say, "Hey, so I noticed that you visited for Black Friday," but afterwards you can create a mystery campaign like a Scratch It, for example, or have mystery discounts, or maybe even run contests using a tool like Vyper.io. That's V-Y-P-E-R.io. A lot of different ideas. You want to build some suspense up, get them riled up for Cyber Monday. You're not done with Black Friday. All the advertising tips, tactics, strategies that you use all the time, I think people tend to get a little too riled up and they start to forget about the basics. Go back to the basics and think about how you can be creative with this stuff.

Neil Patel: Your conversions will go through the roof during Black Friday and all the times around it. But what you'll find is your profit margins are also going to go down. You're steeply discounting your products and services to make the sales. One advantage you have to take is, upon checkout do up sales and down sales. It's a great way to increase your average or value size and increase your profit margins. Without doing that, sure yeah, your revenue's going to be through the roof but your profit won't look as healthy. So ensure that your company is healthy, you have to be doing up sales and down sales.

Eric Sui : Yeah, and don't forget. I mean, you can also ... the power of in-person. I mean, Neil and I just did a live event yesterday in Los Angeles. I mean, the power of in-person goes without saying. So, if you can run some kind of campaign asking people, you know, before Black Friday or after Black Friday when you're making the most of the traffic, get them to come into the store and offer them a special discount there, and you're going to be able to perhaps get them to spend even more money. Neil, anything else?

Neil Patel: Yeah, the last thing for me is, when people purchase, they're purchasing certain types of products. So if you're just selling, let's say ... belts. That's fine. You now know that, hey, everyone that comes to your site is looking for belts. But you could have kids' belts, men's belts, women's belts, different type of colored belts, leather belts, cloth belts, et cetera. You name it, the possibilities are endless. What a lot of people don't do is segment. And this is even more important if you have a more broad e-commerce like an Amazon.com, where you're selling products around everything. The reason you want to segment is, when people purchase from you from Black Friday, cause you're going to get a ton of sales coming in, you want to make sure that you keep pitching people on other products and services that they can buy from you throughout the next twelve months. And the best way to do that is segment.
So, if people are coming to you and they're buying DVDs only from your website then, when you email market them and you're offering them more products to buy, make sure they're DVDs and they're DVDs related to the ones they're buying. So, if they only bought comedy DVDs, then when you do an email marketing over the next twelve months, you should be selling them more comedy related DVDs.

Eric Sui : Great. And that's it for today. But before we go, we have a 90-day free trial of Crazy Egg, which is a heat mapping tool that will help you grow your business. Also, if you want to win a 1-year annual subscription of Crazy Egg, you can also go here. So go to singlegrain.com/give away and you can get that 90-day trial. And we will see you tomorrow.

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