Our WPP buddies at Salmon Digital predict that this year will be the first year that UK consumers spend £1bn online on Black Friday (which is on 27th November this year).
At FusePump, we work with ecommerce retailers to help them get their products in front of more consumers, whether that is through affiliate networks, Google Shopping, product-led ads for their digital agencies or comparison shopping engines. In other words, any channels that consumers use to discover, compare, and purchase products online.
A strong presence across these channels will undoubtedly land you a greater slice of that potential billion-pound pie, so it’s worth considering how you can automate your product-led marketing and stand out against competitors this festive season. Here are some top tips…
- Post accurate listings to avoid disappointment. We’re not just talking customer disappointment… although if they see an item has changed price or gone out of stock when they land on your site, they aren’t going to be best pleased. Certain marketing platforms (like Google Shopping) will remove listings or even blacklist you if you send information that isn’t up-to-date.
- Make smart use of Custom Labels. Avoid wasting your CPC budget by using Custom Labels in your paid advertising. Many of our clients are using ‘low stock’ as a label to categorise products that are perhaps not worth bidding on in case they go out of stock, for example.
- Put special offers front and centre. Again, Google Shopping lets you do this, with Google Promotions Feeds. You can attach special deals to particular products, to make them more alluring to customers, and stand out against similar products from competitors. (Free and/or fast delivery is a massive one during the festive season, so if you are offering that, put it on EVERYTHING!)
- Think about Google Local. At a time of year where are trying to get a lot of shopping done quickly, providing (accurate) local stock information could be critical. Consider using Google Local feeds to help online shoppers check whether they can pop in-store and buy that nosehair trimmer now, and you could be turning a potential customer into a definite sale.