Five Ways Little Guys Can Level the Field on Cyber Monday
The big brands are out in full force for the holidays. Target, for instance, started running holiday ads six weeks before Thanksgiving – and more brands have since followed suit. It’s all coming to a head for Cyber Monday, the e-commerce extravaganza that produced a whopping $1.25 billion in sales last year, according to ComScore.
Don’t be intimidated, though: there are plenty of tricks for competing with the big brands. Here are five.
Trick #1: Do a gift guide
An Offers.com survey found that 52% of online shoppers will spend more than one hour researching the best price for each holiday purchase they make. To help shoppers with their research, create a gift guide that outlines your products, services and special offers (and includes a few online reviews). Send the guide to your email list and social media followers this week.
Trick #2: Focus on the early birds
Early morning is the prime time for Cyber Monday shoppers. According to PriceGrabber, 33% of consumers say they plan to shop on Cyber Monday from 5am – 9am, and 29% say they’ll shop from 9am-12pm. To make a splash with early risers, create a deal like a 50% discount that ends at 9am – and start tweeting it early.
Trick #3: Offer a customer-only promotion or deal
Everyone is looking for a deal on Cyber Monday, so try a promotion that sets your business apart. One way to stand out is to focus on your existing customers, as most campaigns are out to attract and convert new prospects. Offer a ‘Secret Sale’ just for current customers or fans on Facebook to rise above the noise and show customers you care.
Trick #4: Offer free shipping
Free shipping is the bare minimum these days. What will really set you apart is offering free express shipping across the course of the day. If you decide to do it, remember to publish a news release about your special offer and amplify it on social media throughout Cyber Monday.
Trick #5: Focus on Facebook over Twitter
According to IBM, Facebook (0.8% of all etailers’ traffic) was better for driving Cyber Monday Web traffic last year than Twitter (just 0.02% of all traffic). One of the best ways to drive traffic (and sales) on Facebook is custom apps. A Vocus Deal Share app, for instance, can help your promotion go viral by unlocking a group discount after it reaches a certain number of Likes.
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