Episode #48: Ten Tips For Black Friday Ads
Host: Ashley Brock
Release Date: November 27, 2024
In Episode #48 of Marketing Matters with Ashley Brock, Ashley delves deep into optimizing Black Friday and Cyber Monday advertising strategies for small business owners. Drawing from her extensive experience and successful campaigns run for some of the largest companies in the United States, Ashley provides ten actionable tips to maximize ad performance during these high-stakes shopping events. This comprehensive summary captures the essence of her discussions, enriched with notable quotes and timestamps for key insights.
1. Strategize Your Budget Wisely
Timestamp: [04:30]
Ashley emphasizes the importance of budget allocation, advising businesses to spend more strategically during high-intent periods. She contrasts spreading a $5,000 monthly budget evenly ($165/day) versus concentrating $1,000 daily over the critical five-day Black Friday to Cyber Monday window.
“If performance is great when you are starting to get sales and you are making more than you're spending, you need to have an unlimited budget because you're not losing money.” – Ashley Brock
She highlights the significance of monitoring ad performance daily, recommending dedicating time each morning to adjust budgets based on real-time results.
2. Be Prepared to Amplify Spending
Timestamp: [08:15]
Ashley warns against rigid budgeting, encouraging flexibility to capitalize on high-performing ads.
“Be ready to spend more when performance is there.” – Ashley Brock
She shares insights from her mastermind group, noting that virtually all participants plan to make purchases during these sales, reflecting heightened consumer intent.
3. Utilize a Reason to Buy (RTB)
Timestamp: [12:45]
A compelling RTB, such as scarcity and urgency, can significantly drive conversions.
“Humans are more likely to act when there is a reason to buy.” – Ashley Brock
Examples include time-limited offers ("Sale ends Monday") or limited stock notifications ("15 spots left"), effectively prompting immediate action.
4. Consistently Communicate the RTB Across Channels
Timestamp: [16:20]
Ashley advises repeating the RTB across all marketing platforms—Instagram stories, emails, reels, TikTok, and websites—to ensure the message resonates amidst the digital noise.
“Don't get someone to find you and then you're not reminding them.” – Ashley Brock
She underscores that consistent messaging across multiple touchpoints increases the likelihood of consumers remembering and acting on the offer.
5. Analyze Competitor Strategies Without Copying
Timestamp: [20:05]
Understanding competitor tactics is crucial for differentiation.
“Do see what they're doing. Click on the Instagram profiles, go look at their ads... but do not copy.” – Ashley Brock
By analyzing competitors’ ads, businesses can glean valuable insights into effective call-to-actions, messaging styles, and ad formats, allowing them to tailor their unique approaches.
6. Implement Ad Variety for Diverse Audience Preferences
Timestamp: [24:10]
Acknowledging that audiences have varied preferences, Ashley recommends experimenting with different ad types and platforms to cater to these differences.
“Don't get someone to find you and then you're not reminding them.” – Ashley Brock
From data-driven ads to emotional appeals, testimonials, and logical arguments, diversifying ad content ensures broader appeal. Leveraging multiple channels like Google, Instagram, TikTok, and YouTube enhances visibility and engagement.
7. Enhance Your Online Presence Post-Click
Timestamp: [28:35]
Once consumers engage with ads, ensuring a seamless and compelling online experience is vital.
“Make sure when they do find you that it's not looking ratchet up in there.” – Ashley Brock
This involves:
- Organized Instagram highlights
- Optimized website layouts with clear calls-to-action
- Engaging YouTube descriptions
By refining these touchpoints, businesses can effectively “pour gasoline on the fire”, intensifying the interest generated by ads and increasing conversion rates.
8. Diversify Your Ad Campaigns and Channels
Timestamp: [32:50]
Ashley reiterates the importance of diversification in advertising efforts to mitigate risks and maximize reach.
“Multiple channels, multiple ads. I know ad variety was number six and diversity or diversify is number eight.” – Ashley Brock
Employing various ad formats and utilizing different platforms ensures that businesses can reach a wider audience and adapt to shifting consumer behaviors.
9. Leverage Reviews and Third-Party Validation
Timestamp: [36:00]
Credibility is paramount. Ashley advises incorporating customer reviews and testimonials to build trust and encourage purchases.
“A product with five reviews is 270% more likely to be purchased compared to a product with no reviews.” – Ashley Brock
She suggests gathering and prominently displaying at least seven testimonials to enhance the perceived value and reliability of the product or service being offered.
10. Maintain Integrity: Mean What You Say
Timestamp: [40:15]
Authenticity and honesty in advertising are non-negotiable. Ashley cautions against making false claims or misrepresenting offers.
“Mean what you say. If you say it's the best price of the year, don’t say it if it's a lie.” – Ashley Brock
Maintaining credibility ensures long-term customer trust and prevents negative repercussions that can arise from dishonesty. Businesses should honor their promises, such as maintaining advertised prices during the sale period, to uphold their reputation.
Conclusion
Ashley Brock’s tenth episode provides a robust framework for small business owners to elevate their Black Friday and Cyber Monday advertising strategies. By meticulously budgeting, staying flexible, leveraging RTBs, diversifying ad content and channels, enhancing online engagement, and maintaining integrity, businesses can significantly boost their marketing effectiveness during these critical sales periods. Her actionable insights, backed by real-world examples and data-driven advice, make this episode an invaluable resource for entrepreneurs aiming to achieve and surpass their sales goals.
“Don’t get someone to find you and then you're not reminding them. Find, remind, bind, rewind. That is the strategy. That is the method.” – Ashley Brock [26:45]
Ashley wraps up by encouraging listeners to apply these strategies diligently and to stay tuned for future episodes, where she promises to share more insights from industry experts, such as a conversation with fashion influencer Lauren, a retired teacher turned successful influencer.
Note: For detailed strategies and personalized advice, listeners are encouraged to tune into the full episode and engage with Ashley Brock’s resources.