It’s that time of year again. The air is buzzing with Black Friday deals, and your inbox is probably overflowing with promotions from every online store imaginable. In this chaos of mega-retailers and e-commerce giants, how can your local business stand out and attract those eager holiday shoppers?
A recent survey found that 68.8% of shoppers plan to shop at local businesses on Black Friday and Cyber Monday this year. How can you pull some of that foot traffic your way?
The answer? Strategic, localized paid media campaigns.
As a marketing agency that’s helped countless local businesses thrive, we know that Black Friday is more than about online sales. It’s about bringing customers through your doors, creating a vibrant in-store experience, and building lasting relationships within your community.
In this article, we’ll show you how to use paid media to drive online sales and also entice customers to visit your physical store and experience the magic of shopping locally.
Targeting Your Local Audience
Forget about casting a wide net and hoping for the best. With paid media, you can laser-focus your efforts on the customers who matter most: those in your neighborhood.
Keep it Location Specific
Think of your ideal customer. They’re probably searching for “Black Friday deals near Surulere” or “branding and marketing services in Lagos” Here’s how to make sure your ads are the ones they see:
Geofencing
Geofencing allows you to target customers within a specific radius, ensuring your ads are seen by people most likely to visit your physical location.
For example, a coffee shop could use geofencing to target people within a 1-mile radius of their store with an ad for a Black Friday “buy one get one free” offer on lattes.
Location-Based Keywords
When using platforms like Google Ads, incorporate location-based keywords in your campaigns.
For example, if you own a toy store in Lagos, use keywords like “best toy store in Lagos” or “Black Friday toy deals Ikeja”. You can even target specific neighborhoods within your city, like “Black Friday toy deals Ikeja”
Target the Demographics and Interests
While location is key, you can refine your targeting by layering demographics and interests. Think about who your ideal local customer is.
Are you targeting families with young children? Then your ads might feature images of kids playing with toys and highlight family-friendly events or promotions, like a “Black Friday Family Fun Day” with face painting and balloon animals.
What if you are trying to reach eco-conscious consumers? Emphasize your commitment to sustainability and showcase eco-friendly products or services, such as offering a discount on reusable shopping bags or donating a portion of your Black Friday sales to a local environmental charity.
If you want to cater to a specific age group or demographic, tailor your messaging and visuals accordingly. For example, a vintage clothing store might target millennials and Gen Z with ads featuring retro fashion trends and nostalgic references.
Bridging the Gap Between Online and Offline Sales
Paid media isn’t just about driving online sales. It can also be a powerful tool to encourage customers to visit your brick-and-mortar store and experience the unique charm of shopping locally.
“Visit Us” Campaigns
Create ads specifically designed to drive foot traffic. Highlight in-store exclusives, special events, or limited-time offers available only at your physical location.
Use phrases like “Come see us this Black Friday!” or “Experience the magic in store.” For example, a bookstore could offer a “Black Friday Book Signing” with a local author or a “Midnight Madness Sale” with exclusive discounts for those who shop after midnight.
Online-to-Offline Promotions
Use online ads to promote in-store events or offer online coupons that can be redeemed in person. This creates a seamless connection between your online and offline presence and encourages customers to engage with your brand on multiple levels.
A restaurant could offer a “Black Friday Flash Sale” on their website with a limited number of gift cards at a discounted price, redeemable for dine-in or takeout.
Conclusion
Black Friday is a massive opportunity for local businesses to connect with their community, attract new customers, and boost sales. By strategically leveraging paid media, you can cut through the noise of the holiday season and reach those eager shoppers right in your neighborhood.
Remember to think local, choose the right platforms, and craft compelling ads to bridge the gap between online and offline sales
Ready to conquer Black Friday in your neighborhood? Don’t let this opportunity pass you by! Start planning your paid media campaigns today and get ready to welcome a flood of local customers.
Need a helping hand? Edens Digital is your top marketing expert in Lagos. We can help you craft winning campaigns, target the right audience, and maximize your Black Friday ROI.
Contact us for a free consultation and let’s make this your most successful Black Friday yet!
