Dec 4, 2023

How to keep momentum post-BFCM.

Black Friday and Cyber Monday (BFCM) have become synonymous with massive sales and discounts. These annual events generate significant revenue for businesses and provide an excellent opportunity to attract new customers. However, once the shopping frenzy subsides, many businesses struggle to maintain momentum post-BFCM.

In this article, we deep dive into how to sustain customer interest, optimize your website, utilize analytics and prepare for the next BFCM.

Why Keeping Up Momentum Post-BFCM is Important

Before we delve into the strategies, let’s first understand why post-BFCM momentum is crucial for business success. BFCM, which stands for Black Friday and Cyber Monday, typically contributes a substantial portion of annual sales, making it a pivotal moment for most companies. 

On Shopify alone in 2023, merchants reached a record of $9.3 billion in sales (up 24% from last year) with 61 million consumers globally purchasing from brands powered by Shopify.

However, simply relying on BFCM alone is not sustainable in the long run. Maintaining momentum after BFCM ensures a steady flow of customers and sales throughout the year.

Now, let’s explore the role of BFCM in annual sales in more detail. For many businesses, BFCM represents a significant portion of their annual sales. The combination of Black Friday, a day known for in-store shopping madness, and Cyber Monday, a day dedicated to online deals, creates a shopping frenzy that consumers eagerly participate in. Therefore, the success or failure during this period can impact the overall financial performance of a company.

However, relying solely on the revenue generated during BFCM can be risky. Businesses need to think beyond this short-term boost and focus on maintaining momentum throughout the year. 

Why Maintaining Momentum Matters

Keeping the momentum after BFCM is essential because it helps businesses build long-term relationships with customers. While BFCM may attract new customers, it’s the post-BFCM period that allows businesses to nurture these relationships and turn one-time buyers into loyal, repeat customers.

By providing exceptional customer service, personalized experiences, and ongoing communication, businesses can establish trust and encourage repeat purchases. Satisfied customers are more likely to become brand advocates, spreading positive word-of-mouth and attracting new customers through referrals.

An ongoing relationship with customers beyond BFCM can lead to sustained growth and increased profitability for your business. 

By maintaining momentum, businesses can create a loyal customer base that continues to generate revenue throughout the year, reducing the reliance on BFCM as the sole revenue driver.

Strategies for Sustaining Customer Interest

Now that we understand the significance of post-BFCM momentum, let’s explore strategies to sustain customer interest throughout the year.

Leveraging Social Media Engagement

Social media platforms provide an excellent opportunity to engage with your customers beyond BFCM. Regularly posting relevant content, sharing customer testimonials, running interactive contests, and responding promptly to customer inquiries can help you maintain an active and engaged social media presence. This consistent engagement keeps your brand top of mind and encourages ongoing customer interaction.

Email Marketing Campaigns

In addition to social media engagement, implementing email marketing campaigns can also help sustain customer interest. Email marketing remains a powerful tool for maintaining customer interest. Sending personalized emails, exclusive offers, and relevant updates can help you stay connected with your audience.

One effective strategy for email marketing is segmenting your email list. By dividing your audience into smaller groups based on their preferences, demographics, or purchase history, you can tailor your content to specific customer segments. This allows you to deliver highly targeted messages that resonate with your audience and keep them engaged throughout the year.

Furthermore, personalization is key in email marketing. Addressing your customers by their first name and tailoring the content to their interests and preferences can make them feel valued and increase the likelihood of them engaging with your emails. Including exclusive offers or discounts can also incentivize customers to continue their engagement with your brand.

Optimizing Your Website for Continued Traffic

In addition to sustaining customer interest, it’s essential to optimize your website to ensure continued traffic and conversions beyond BFCM.

When it comes to running a successful online business, one of the key factors that can make or break your success is the amount of traffic your website receives. After all, without a steady flow of visitors, it’s nearly impossible to generate sales and grow your business. That’s why it’s crucial to implement strategies that will not only attract visitors but also keep them coming back for more.

SEO Practices for Post-BFCM

Search Engine Optimization (SEO) is crucial for maintaining a steady flow of organic traffic to your website. By implementing effective SEO practices, you can improve your website’s visibility in search engine results pages and attract more targeted visitors.

One of the first steps in optimizing your website for search engines is to conduct thorough keyword research. 

By identifying the keywords and phrases that your target audience is using to search for products or services like yours, you can strategically incorporate them into your website’s content, meta tags, and URLs. This will help search engines understand the relevance of your website to specific search queries, ultimately improving your search engine rankings.

However, SEO is not a one-time effort. To ensure continued traffic, it’s important to regularly update your website with fresh, relevant content. By consistently providing valuable information to your audience, you not only establish yourself as an authority in your industry but also give search engines a reason to keep crawling and indexing your website.

Additionally, building high-quality backlinks is another effective SEO strategy. When other reputable websites link back to your site, it signals to search engines that your website is trustworthy and valuable. This can boost your search engine rankings and drive continuous traffic to your website.

User Experience and Conversion Rates

Ensuring a seamless and user-friendly experience on your website is vital for sustaining customer interest and maximizing conversions. After all, even if you manage to attract a significant amount of traffic, it won’t be of much use if visitors leave your site frustrated and unsatisfied.

One aspect of user experience that can greatly impact your website’s performance is its loading speed. Slow-loading websites not only frustrate visitors but also have a negative impact on search engine rankings. To optimize your website’s loading speed, consider compressing images, minifying CSS and JavaScript files, and utilizing caching techniques.

Another crucial factor in providing a positive user experience is navigation. Visitors should be able to easily find what they’re looking for on your website without having to spend too much time and effort. Implement clear and intuitive navigation menus, and organize your content in a logical and user-friendly manner.

Optimizing for Mobile

With the increasing use of mobile devices, it’s also essential to ensure that your website is mobile responsive. A mobile-friendly website adapts to different screen sizes and provides a seamless experience for users on smartphones and tablets. This not only improves user experience but also boosts your search engine rankings, as search engines prioritize mobile-friendly websites in their results.

Lastly, optimizing your website for conversions is crucial for turning visitors into paying customers. Implement clear and compelling call-to-action buttons throughout your website to guide visitors towards desired actions, such as making a purchase or signing up for a newsletter. Additionally, streamline the checkout process to provide a smooth and hassle-free experience for your customers, reducing the likelihood of cart abandonment.

By implementing these strategies and continuously optimizing your website, you can ensure continued traffic and conversions beyond the busy BFCM period. Remember, the key is to provide a valuable and seamless experience for your visitors, keeping them engaged and coming back for more.

Utilizing Analytics to Drive Future Success

To maintain momentum post-BFCM, it’s essential to leverage analytics and data-driven insights to inform your strategic decisions.

Interpreting Post-BFCM Data

Analyze post-BFCM data to gain valuable insights into customer behavior, purchasing patterns, and website performance. Identify trends, understand customer preferences, and adjust your marketing strategies accordingly. Use data visualization tools to present the information in a clear and actionable format.

Making Data-Driven Decisions

Based on the insights gained from post-BFCM data, make informed decisions to optimize your marketing campaigns, improve customer targeting, and enhance the overall customer experience. By relying on data rather than guesswork, you can allocate resources effectively and drive future success.

Planning Ahead for BFCM Success

Develop a comprehensive BFCM plan in advance to ensure a smooth and successful event. Set clear goals, create a marketing calendar, and allocate resources accordingly. Identify promotional strategies, inventory management tactics, and customer engagement activities to create a seamless experience for your customers. By planning ahead, you can maximize your sales potential and maintain the momentum generated during BFCM.

Keeping momentum post-BFCM is crucial for sustained business success. By implementing strategies to sustain customer interest, optimizing your website for continued traffic, utilizing analytics to drive future success, and preparing for the next BFCM, you can ensure long-term growth and profitability. 

With careful planning and consistent effort, you can keep momentum post-BFCM and create a lasting impact on your business and engage customers throughout the year.

AMP up your eCommerce business.

Neeta is the Content & Community lead at AMP. She has over 8 years experience in eCommerce marketing having previously worked for TradeGecko.

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