It’s that time of year again, the time when visions of turkey, stuffing, lineups and maddening crowds are filling the air. Mmm, I almost can’t wait! That’s right, Thanksgiving (US) is almost here and that means that Black Friday and Cyber Monday are right around the corner. Even with the hoards that still seem to plague shopping centre parking lots, it’s still important (now more than ever) to make sure that you give your online shoppers the best experience possible to maximize sales.

Here are 6 ways that you can update your social media to dominate this Black Friday and Cyber Monday.


1. Create a sense of urgency


You’re competing for people’s time and attention. They know what they want and they want it now, so now that you’ve spent your hard earned marketing dollars to bring the traffic to your site, make sure that your message is clear, you’ve created a path for the user and ultimately, you ask them to take action. You do this by creating a sense of urgency.

Most shoppers already have this natural sense of urgency built in but they often need to see those words in front of them to take action. Be sure to craft your social posts with some of the following CTAs to maximize click through rates and ultimately, conversions! A few of them include:

  • Shop Now/ Buy Now
  • Limited Time Only
  • Don’t Wait
  • Today Only
  • Don’t Miss Out
  • Instant Savings
  • Etc.


2. Audit your social accounts


Doing an audit of your social accounts is probably the most important step in maximizing conversions this Black Friday and Cyber Monday. We can get so caught up in our day to day that we often neglect to check in on how our profiles are doing.

Has messaging been switched out for our sales and discounted prices? Are cover and profile photos updated to reflect our big sales event?

Be sure to update your bio to show all the relevant information that customers could need or be looking for when they visit your website.

Change and update links to point to the right landing pages. You don’t want to give visitors a reason to leave in any kind of hurry.


3. Use emotion in your posts

crying woman

People are emotional beings, there’s no secret about that. It’s no different for sales. Buyers often make decisions based on emotions. They buy that jacket because of how they feel wearing it. They love how they look when they catch a glimpse of themselves in the mirror. Maybe they used to own a (insert high ticket item) just like that but misplaced it years ago. This will never change—use it as your “in”.

It’s important to use emotional language that encourages and helps the visitor to make that decision right now. Like, right now!

Here are a few words you should add to your social posts to get them to take that next step:

  • Hope
  • Surprise
  • Affection
  • Inspiration
  • Amazement
  • Pleasure
  • Amusement
  • Delight

Out of context, they may sound cheesy, but play around with them, you may be delighted and pleasantly surprised by how you can inspire and amaze your audience!


4. Schedule your posts ahead of time (like now)


Don’t leave this until the last minute. You’ll have enough to do in the coming days, like prepping turkey, cooking turkey and eating turkey to worry about your social posts or if you’ve added enough emojis.


Scheduling and reviewing your posts ahead of time will ensure that your message is not only clear but remains consistent across all social platforms. If you don’t have a scheduling tool for your business, free tools like Buffer offer a user up to three accounts at no charge. So there, you have no excuse as to why you can’t schedule your posts ahead of time.


Having a social calendar this weekend (and in the future) will be your best friend. Not sure what a social calendar is or why you need one? Add this article to your reading list. Having a calendar (and sticking to it) will remove the pressure of knowing “what to post” and “when to post”. Instead, you can be strategic about what times of day to post based on previous campaigns to make sure your message will reach your target audience.


5. Create a custom hashtag

Just did it hashtag

Do yourself a favour and take 10 minutes to research some relevant hashtags in your industry. You’ll want to make sure that your chosen hashtag is relevant, easy to understand and remember but also unique to your brand. Generic hashtags like #cybermonday and #blackfriday simply won’t cut it. A million other shops have already done the exact same thing hoping that their piece of content will outperform all the rest.


Let’s say you sell wireless charging docks for mobile devices. An obvious hashtag would be, what? #wirelesschargingdock. Good, you’re paying attention. Why not try something like #chargingdockblackfriday or #chargingdocktimsgadgets, where “Tim’s Gadget” is the name of your online shop.


Believe it or not, it can be that simple. Get a little more creative than I did. Because the catch is that you also want people to use it—make it easy for them. #TimsDoesBlackFriday. Just thought of that one. You’re welcome, Tim!


6. Build a dedicated gift guide


Online shopping can be overwhelming, especially on occasions like Black Friday and Cyber Monday. There’s just so much to see and so many decisions to make. Help your customers out by creating a targeted gift guide and highlighting some of the items in the store that have proven to be more popular than others.


This can help in the buying decision by taking some of the guesswork out of the buyer’s mind.


Let’s say you run a clothing store. You might put together a guide with the title being, “The perfect gifts for that Celine Dion fan in your life”. (Not sure why you’d choose her, but Celine has been in the news lately and so she came to mind. I’m sorry, but you catch my drift.)


You can publish the guides on your blog and promote these on social pointing the viewer back to your sales landing page. Hey, if the post does well on its own, throw some money at it by way of a boosted post to reach a larger audience. As always, check your targeting to make sure you’re reaching the people that are actually interested in Celine Dion (or whatever celebrity you want).

Celine Dion

Good Luck!


So that’s it, of course, there are a dozen ways you can use social to boost your Black Friday and Cyber Monday opportunities but make sure you take the time beforehand to run a full audit and check in on yourself. The rest will fall in line but if you forget these crucial early steps, you’re cooked. And that is the last poorly placed Turkey joke. Happy hunting! Okay, that was the last one!


If we missed anything, shoot us a message, we’d love to connect and hear what’s worked for you in previous years!


Happy Thanksgiving everyone!