Cut through the noise: Tips for the holiday rush and beyond

Cut Through the Noise: Tips for the Holiday Rush and Beyond The countdown has begun to what is going to be a far from ordinary holiday period for retailers! 44% of shoppers say that Covid-19 has changed the way they shop for good, but have you changed the way that you sell?

Your customers are moving online, are you ready for them?

As shoppers switch from stores to smartphones to get their holiday shopping done earlier than ever, here are our top tips for nailing your digital marketing this holiday sales season.

Real people. Real reviews. Real insight.

Get the right info in their inbox When to do it?

Why should I be doing this?

Throughout November!

With more than 25% of Black Friday sales originating from email marketing, it’s the main driver for sales on the big day. Your customers will have emails flying into their inboxes thick and fast, and there are a few things you should be doing to make sure yours doesn’t head straight to the ‘deleted’ folder.

Sending emails weekly is usually the best approach if you want to keep your customers engaged. You can get away with ramping it up while your promotions are running as long as the emails have a purpose, such as communicating fresh offers or end dates.

Segmenting your customers is key to making sure the right emails are being seen by the right people!

Target your top customers, and reward them with exclusive previews to build excitement

Use Black Friday as an opportunity to re-engage with inactive customers

Create compelling offers that compliment your customers’ buying history

Welcome new customers with special introductory deals

Not sure what to send? Here’s how you can get your customers excited in the run-up to Black Friday: Build awareness with countdown emails throughout November

Target customers with personalised product recommendations

Send previews and teasers to build anticipation

Arrange automated emails for customers who have abandoned their carts

Daily or fresh deals create a great sense of urgency and encourage customers to keep checking your site

Send a ‘last chance’ email before the end of the offer period to push customers to buy now

→ TOP TIP! Don’t make your subject lines an afterthought. Creativity and uniqueness is key to making your emails stand out from the rest.

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Ask the expert: Our top PPC tips Richard Tank - Feefo Head of Digital

When to do it?

Why should I be doing this?

Interest starts building as early as the 5th of October, but you should aim to have things in place from the 11th of November as retail sees a big increase in clickthroughs around the 23rd.

87% of shoppers start their product search online (Salesforce), so PPC ads could be the first thing your customers see!

Here’s what our own Head of Digital recommends when it comes to creating clickable Google Ads.

Consider bumping up your budget by about 30-40% to fund your Black Friday campaigns

Add a countdown to your ad to create some urgency. Simply add a { and select the countdown option!

Change the message in your ads to make them as targeted as possible by using the ‘IF’ functions. Use the device condition to promote to mobile users, and the audience condition to choose the right messages for the right audience

Use in-audience targeting. Target broader search terms and apply a targeted in-audience list to home in on new potential customers

Try callout extensions, which you

can find in the ad extensions tab.

Highlight USPs and offers like

‘Free delivery’, or ‘60% off’

Real people. Real reviews. Real insight.

Remember that you’re talking to a person! Before launching your ad, question whether it’s something you would click on yourself

Here’s one for the future...

Want to easily increase ad revenue and reduce cost-per-click?

Boost your ads as soon as possible to give yourself plenty of time for testing!

Review Enhanced Ads (REA) is a brand-new product that is exclusive to the Feefo platform.

AI technology gives you the tools to create and test compelling ad copy from your Feefo reviews; perfect for boosting consumer confidence and setting yourself apart from the competition. Stand out, be seen and win the click, powered by the voice of your customer.

Why should I be doing it?

79% of people say UGC highly impacts their purchasing decisions (Stackla) and adding review content to your PPC ads can increase click-through rates by as much as 11%.

Here’s how to get started with Review Enhanced Ads:

Ask our friendly sales team about incorporating Review Enhanced Ads in your Feefo package

Your enhanced ads are constantly updated and tested to make sure you’re getting the best results

Once you’re up and running you can add your best review content to your PPC ads, which are then A/B tested against your current ads

Stay in touch with our expert team, who will give you ongoing support, so you get the most from your REA experience

Fire Label uses Review Enhanced Ads to increase revenue by 35%

33%

24%

11%

Increase conversion rates by 33%

Reduce cost-perconversion by 24%

Increase click-through rates by 11%

Real people. Real reviews. Real insight.

“We’re very impressed with the way Feefo works and their forward-thinking approach when it cames to AI and automation - something which has come in very handy with a PPC account as large as ours.

The attention to detail and communication we have received has been fantastic. We have seen a definite increase in performance since Feefo took the account on and our revenue has increased by 35%.”

Sam Turner, Sales Director, Fire Label

Don’t forget your landing page!

When to do it?

There’s no need to re-invent the wheel. Believe it or not, last year’s landing page is more valuable than you think. The learnings you gather each year will help you navigate your way to better results. Adapt the the bits that performed well to suit your new messaging and update the things that failed to engage.

Why should I be doing it?

Landing pages provide a consistent and efficient journey for traffic coming from your ads. They are great for tracking; highlighting the most relevant info and presenting a clear call to action.

Here are some things to keep in mind when building your Black Friday landing page:

Keep it simple - use one clear message and don’t clutter the page!

Make sure it takes a maximum of three seconds to load, any longer and you’re at risk of losing impatient customers

Ensure it’s mobile-friendly

Include a big, unmissable call to action

Do you have any trust signals that will reassure your customers to buy from you?

Maintain consistency! Let your customers know they’ve come through to the right place by using messaging and visuals that reflect your ads

Get in touch with our friendly team to find out more about how Feefo can help you to get ahead sales@feefo.com | 020 3828 7189 | www.feefo.com

Real people. Real reviews. Real insight.