Marketing Techniques for Optimising Black Friday and Cyber Monday Sales

Marketing Techniques for Optimising Black Friday and Cyber Monday Sales

2020 has been a rough year. The world economy has slowed down, millions lost their jobs, and tons of businesses have shut down. But, one sector that has seen immense growth during these turbulent times is eCommerce. There have been record-breaking online sales during the pandemic. Even now, when the lockdown has been lifted in most countries, and life is returning to normal, most customers have found their ease in online shopping. So, what does this mean for big sale days like the Black Friday 2020?

This could be like a golden opportunity for affiliate marketers to make the most of these sale deals to drive traffic. However, to have a competitive edge, you must be prepared. As two of the biggest sales days, Black Friday and Cyber Monday, are approaching – you might want to learn some pro tips to capitalize on the sale season.

In this ultimate guide, we have covered everything you need to know, from the most effective strategies to use the best traffic sources to up your affiliate marketing game. So, without any further ado, let’s dive into it!

First, you need a plan!

You have to come up with a comprehensive marketing strategy, which includes figuring out the traffic sources, deciding a pre-sale advertisement timeline, and determining the target audience. Here’s how to do it:

Offers to Run

Everything sells on Black Friday, from home appliances to digital subscriptions, so don’t get overwhelmed by the options you have. The best way to narrow down your choices is to target a particular consumer segment, gather data, and run offers based on key findings. This is the most targeted way of running a marketing campaign, and the most successful one too! If you are not sure where to begin, ask your seniors – they can give you a lead with last year’s sales pattern.

Traffic Source

Once you have sorted out your offers, it’s time you choose the best traffic sources. Make sure that the online channel you are going with has a simple framework. You don’t want to deal with Terms of Service violation or unnecessary trouble in the middle of these sale extravaganzas.


There are monitoring tools to keep an eye on consumer demographics. Some of the effective ways to do so include gathering data from the google search trends and SEMRush. Also, study the approaches that have proven successful during previous sales seasons.

Pre-Sale Campaigns

You need to excite your consumers for what’s coming for them. Here’s what a successful pre-sale campaign should achieve:

  • It gives you a chance to run a few tests for your actual marketing campaign. Try out different techniques to draw traffic and see what works for your audience.
  • You can also run some prototype offers as clickbait. This is a successful technique to figure out which offer would do best on the big sale day.
  • Build a customer base and run a lucrative promotional campaign. Use emails, push notifications, and SMS to access your prospects.
  • Don’t use a single marketing approach in your offers. The more options you give to consumers, the higher the conversion probability. For example, you can use good old coupons along with flat off to lure more customers.
  • By the end of the pre-sale campaign, you will have important insights to decide your ‘key offer’ and determining the type of consumers who would be interested in your offer.

However, it is always wise to have a backup plan. Make sure you have other offers to run in case your main offer doesn’t do so well.

Designated Sales Landers

Your landing page is the first thing that your consumers see, so make sure it is lucrative enough to grab their attention. However, during the sale season, everyone is looking for discounts and deals to avail. They skim through their feed and click on everything that says “Discount.” So, it is best to create designated landers for sales day and include a “Black Friday” or “Cyber Monday” mark in your designs.

During the pre-sale activity, you can add teasers to give your consumers a sneak peek of the main offer. Make sure to send a compelling subscription request to your prospects via email or push notifications.

The Big Day

If you have done everything by the book, you should have an active consumer base by the end of the pre-sale campaign. If that’s the case, you have unlocked the most crucial milestone. Now, it’s time to execute your main offer! Use every traffic source to notify your consumers about your deals going live. Send them emails, SMS, and push messages and put your offer in the subject.

Launch your marketing campaign, and don’t hesitate to go for high CPC or CPM as bidders will be fighting over every traffic source. Keep your landing page ready for the traffic load. Run a few tests before the big day to make sure that everything is running smoothly.

Create quality content to make your marketing campaign noticeable. Set timers, post teasers, and give small pre-sale discounts to lure more consumers. All these tips come in handy in driving traffic and increasing the conversion rate.

Work for Improving the User Experience

In the end, the consumer is king. If you can sell your offer to the consumer, you are the winner! However, in the digital space, user experience is everything. You can’t physically convince a consumer to buy your product. All you can do is showcase your offer in the best manner possible. Here are a few tips that you can try:

  • Add precise and clear product descriptions to inform consumers about the key features and specs.
  • Inform consumers about return or exchange policies
  • Keep the checkout process short and simple. Long fill-out forms and complex processes kill the user experience.
  • Make sure your page can handle the traffic load and do not crash in the middle of a purchase.


Try these tried and tested techniques to increase your sales:

  • Always recommend products that complement the main purchase.
  • Sort products into ‘hot’ categories. For example, with the holiday season around the corner, adding a “Christmas Special” category will lure consumers into shopping more.
  • Give the free-delivery option after a certain amount of shopping.

The Aftermath

After the sale season is over, pat your back for doing great, unwind, and prepare yourself for the new year. Use all the data to gather relevant insights you can use in the near future. The most important thing to do is retaining the consumer base you have built during the sale season. Lessen the frequency of emails and push notifications, but keep them intrigued with engaging content. Stick to the approaches that worked for you while keeping an eye on the changing consumer trends. To get some bonus conversions, you can extend discounts.

Final Thoughts:

So, that’s it, guys. In this article, we covered marketing techniques for optimizing Black Friday and Cyber Monday Sales. We hope you found these tips helpful. Let us known how you did during the sale season. Also, let us know if you have any questions in the comments section. We always try our best to answer all your queries as soon as possible. Good Luck!