Black Friday is undoubtedly the biggest shopping day of the year. In 2019 alone, 93.2 million consumers bought items in bulk during the Black Friday season. Now while most people assume Black Friday is geared mainly towards B2C businesses and their consumers, this is simply not true.
Retailers run out of stock extremely quickly during the Black Friday season and so, they look towards B2B companies and wholesalers to fill this gap. This gives you, the B2B business, the opportunity to tweak pricing and take advantage of high demand. It also helps that Black Friday is not just one day anymore. It often takes over the whole season post-Halloween.
So use this time to effectively promote your B2B business. Do your research, figure out what items sell out the quickest, and keep them in bulk for B2C companies.
In this article, we’ve compiled a number of tried-and-tested strategies for you to market your B2B business on this Black Friday. With these tips, you’ll be able to make the most of Black Friday this year.
1. Start your campaign early
It’s important to remember that B2B sales are never “impulse buys”, which means you have to start your Black Friday marketing well in advance to drive revenue. This gives your clients a chance to review your product or service, and then make an informed decision about whether or not they want to do business with you.
One way to build momentum for your Black Friday sales is to push out exclusive content such as articles, ebooks and whitepapers a couple of weeks before Black Friday starts. Once interested parties respond to you, you can get to know your clients and offer them deals and promotions on your products.
Send out your exclusive content via email. The best way to collect email addresses is to advertise on social media.
2. Run targeted ads on Facebook
Targeted ads allow you to show your products to the people most likely to buy them. This makes these ads incredibly effective and important for your business.
Run Black Friday promotions as ads on Facebook. If you’re looking for high quality graphics to run as ads, go through PosterMyWall’s Black Friday flyers, pick one that suits your needs, and customize it in minutes.
A good tip to stand out from the competition is to highlight a unique aspect of your sale or promotion. Everyone lowers their prices for Black Friday, so instead, draw some focus on the quality of your products, your delivery rate or your customer service. Most importantly, your Black Friday ads should have an option to sign up for newsletters so you can market directly to interested parties.
Getting started with targeted ads on Facebook is easy. Simply choose your ad type, add in specific details about your audience when prompted, then create your ad and post it. Flixel, a B2B company that creates apps for businesses, achieved a revenue growth of 99% after using a mix of targeted ads and direct marketing to sell their services during Black Friday.
You can even use video to create an engaging and dynamic ad that will attract a ton of attention online.
3. Solidify existing business partnerships
In order to secure the trust of your clients, you need to remind them that you’re available and cognizant of their needs before Black Friday. It’s important to do this so that if stocks run out during Black Friday, the business is able to look towards you to help restock their shelves.
Send out strategic emails and reach out via phone call to all the businesses that have worked with you in the past. Provide them with a point of contact and give them a small pitch in which you communicate the fact that they can reach out to you to meet any emergency needs during the Black Friday rush.
This kind of personal involvement will help you secure business with your clients, and ensure that your business is at the front of their minds when they’re planning to restock. As their profits go up during Black Friday, yours will too.
If you’re a B2B business that sells softwares, you can use Black Friday as an opportunity to remind your business partners to upgrade theirs. Offer your services and special offers, and let them know why it’s so important that they do this – to keep their operations running smoothly during Black Friday. After all, the last thing any business would want is their internal systems crashing when they need them the most.
4. Tap into new markets
Black Friday may be primarily about B2C businesses selling their products to consumers, however, it can also be an opportunity for B2B businesses to grow. Use Black Friday to tap into new markets. Of course, for this strategy, you will have to do some research well in advance – particularly, ways to break into the market, B2C businesses you can partner with, and what gaps need to be filled.
Once you do that, reach out to B2C businesses in your new market, introduce yourself, and offer your services or products. The reason Black Friday is a good time to do this is because retailers have a greater chance of selling their stock around this time, so they’ll be more open to partnering with someone new. After all, profits are almost always guaranteed for them at this time.
If you’re a B2B software company, pitch to new businesses and try to get them to run their operations with your software. Let them know the importance of streamlining their businesses before the Black Friday rush.
Black Friday is always a busy time of the year for buyers and sellers. As a B2B company, you have a unique opportunity to solidify your business with B2C companies, especially since most companies are more open to experimenting with new options when they know that their profits are secure. So make the most out of Black Friday this year, and use this opportunity to grow your business.
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