Yay, you are back!
Ok fellow online store owner, lets
recap…. by now, you should have your offer and your calendar sorted
out. This week we are going to pull everything we have done together and
it’s going to look something like this: Offer + Calendar =
Implementation (AKA the fun part)
But first, let’s start with your online store. Do you need to do any of the following?
Site Audit
- Inventory/ Stocktake (are you up to date?)
- Sale Section (Do you need to remove or update items)
- Landing Pages- Build and Publish
- Bundles- Do you need to create and publish?
- Promo Codes- Do you need to create special BFCM codes?
- Based on your offer and your BFCM plan, you may need to create some artwork/creative.
Don’t feel overwhelmed by this, there are so many easy to use tools that are free you can quickly create eye-catching ads, product images, and email marketing images.
Here’s a list of assets you might be using. Make a note of what you need and check out the exact sizes of each asset in the table below.
Black Friday Marketing Assets
- Home Page Image
- Email Copy
- Email Images
- Abandoned Cart Email (special edition)
- Blog Post (if applicable)
- Product Description Update
- Social Proof (reviews)
- Shipping Information (expect delays)
- Drop A Hint Cards
- Offer Countdown
- Teaser
- Gift Guide
- Inserts
| Asset | Size | Content | Notes |
| IG Post | 1080 x 1080 | Product image/ styled image | Avoid copy on the image |
| IGS | 1080 x1920 | Product Image/ styled image | Avoid copy on the image |
| FB Cover | 820 x 312 | Offer | Use BFCM here |
| FB Ad | 1080 x 1080 | Offer | Avoid copy on image |
| FB Post | 950 x 788 or 1080×1080 | Offer | Avoid copy on image |
| As Per Klaviyo | Offer | ||
| Teaser | See notes | Offer | Depends on platform IG/FB |
| Hint Dropper | 105 x 148 | You can have some fun here | |
| 735 x 1102 | |||
| Website | Size | Content | Notes |
| Home Page | As Per Your Theme | BIG CTA | |
| Landing Page | As Per Theme | Highlight offer, easy to buy products | Match to your marketing campaign creative |
| Blog Post | As Per Your Theme | Value-driven content to support your offers | Click back to products |
| Product Image | As Per Your Theme | Side Sash or banner with offer | (ie 40% off for Black Friday) |
| Offline | |||
| Insert | 4″ x 6” Postcard | Thank You. % off next order. | Get them back in the New Year |
| Tissue Paper | Custom | Branded | Make them remember you! |
Creating Your Black Friday Cyber Monday Marketing Assets
Create a folder in Canva to keep all of your BFCM content in one place. When creating your artwork ask yourself:
- What’s your main message?
- What makes you stand out?
- Is your message clear?
Creating the actual content - Use your brand fonts
- Use simple layout
- Avoid script text
- Keep test on post to a minimum
- What’s your CTA?
- Write captions for each post (in multiples if possible) when creating the content
- Focus on the offer
Tip: Create consistent “sticky” content >>> you need to be remembered so use the same images in ads and then on your landing pages and website
Have a few options (esp if you have multiple products/offers
Scheduling Your Black Friday Marketing
Use later or a scheduling tool to get the images and captions pre loaded
View the content as a “week” so you can see if there are any gapsPost at times YOU KNOW your audience is primed to buy
Send Emails to unopened and abandoned cart
Tip: Don’t forget, the sales opportunities don’t stop after Cyber Monday, remember to send emails AFTER BFCM in the lead up to Christmas and the New Year.
Black Friday Cyber Monday Countdown Checklist For Online Store Owners
| Date | Pre Launch Activity |
| September 10 | Review last years sales and order inventory accordingly |
| October 10 | Finalize your offers |
| October 10 | Book Influencers |
| October 10 | Media Release with offer and Gift Guide details in Dropbox (HARO and Source Bottle) |
| October 25 | Finalise All Copy (website, email, ad and anything else FB IG and social media post) |
| October 30 | Finalise All Images (use Canva to create a “hub” of BFCM content) |
| October 30 | Finalise FB and IG Ads in Ghost Hub. Set Up Google Shopping. |
| 1 November | Create Products and Promo Codes in Shopify. Test. |
| 5 November | Build Landing Page, add images and copy. Add images to HP and “hide” |
| 10 November | Teaser Campaign (email, ads, copy, posts) |
| 12 November > | Stand By! |
So, Online Store Owner, that’s it. That’s how you build a BFCM Strategy without over complicating things or feeling overwhelmed. Small steps and do-able tasks that can mean the difference between having a cracking end to the year or a fizzle out.