How to promote Black Friday in your retail (2)

If in the first issue the advice directly affected the store itself (window dressing, layout, visibility ...), this time we will put the digital channel to work for us. Omnichannel is a weapon too powerful to be despised foolishly. 

When selling, what matters is the customer - no matter if we talk about eCommerce, pure retail or a combination of both. What counts is to look for our target wherever it is and lead it to our point of sale to get it close the conversion. 

Is it passing by the door? on Google? In your social profiles? It doesn't matter, invite to go in and buy, it is Black Friday. 

One of the most powerful things of Facebook and Instagram advertising platform is its segmentation capacity. Surely you already know that you can target advertising to different audience using variables such as interests, but be careful because it can also be very useful for retail. 

Develop a Facebook Ads campaign for Black Friday closing segmentation locally - hyper-local to be more precise. You can choose to show your ads to those users who are in a specific postal code or streets. 

If you want to promote many times you will  have to pay, it is what it is. With a very similar philosophy to that of Facebook Ads, the search engine par excellence can also be quite interesting. 

Google Ads platform allows us to close the scope of our campaigns locally.  But, in addition to the more standard options, it has one that is particularly successful for local actions. Maybe you did not know, but Google PPC ads are also shown on Google Maps. 

To achieve this, simply create a campaign preparing location extensions and updated Google My Business profile, in addition to using keywords aligned with our location. Thanks to this, those people searching for businesses like ours locally can even get directions for the GPS. navigator. 

One thing leads us to another. Google My Business is a great local promotion tool that is not always used at full capacity. 

Not only it would help us (and much) appear in the map block of the results pages when a generic organic keyword is searched; When customers who know us do a brand search, our tab will appear on the right side. And there, in addition to the photographs, phone and reviews, we can include other content. 

Advertise promotions and even products on your profile events. The interface is very simple to use and allows to include enough relevant data. I would not doubt about it, because it is also free. What else can we ask for? 

Instagram is one of the best social networks when it comes to selling. Not only because the user's willingness to buy is really good, but also because it has its famous stories: the ephemeral content paradigm. 

Millennials and members of Z Generation devour those kinds of immediate pills that are only in effect for a limited time ... Just like your Black Friday promotions. Prepare Stories highlighting products, as well as the period of validity of your particular Black Friday. 

If you want to guarantee the scope of the action, surely the most interesting thing is to promote them using Facebook Ads. 

Gather a few during Black Friday (2, 3 ... as many as you can without turning that into a festival). Prioritize live content, such as video streaming and live blogging, in addition to the well-known Instagram Stories and their Twitter accounts without forgetting about their community. 

Those proximity followers will not hesitate to go to the store to be close to them and, those who do not, will take note without a doubt.