Black Friday is an eagerly awaited period for many e-tailers. Indeed, for many, this is the period during which they generate their highest sales.
That’s why you need to pull out all the stops to make a success of this important annual event. Among the business levers you can use, we recommend you take an interest in affiliation.
Why ? And how to use affiliation for Black Friday ?
Answer in our article.
Why should you be interested in affiliation for Black Friday?
First and foremost, you need to know that affiliation is a performance marketing solution. Or, as we regularly point out on our blog, a profitable business lever in its own right: since an advertiser only pays its affiliate partner on results, it has little to lose, but much to gain (provided you work intelligently on your programs).
So, during a major event like Black Friday, affiliation can be particularly profitable.
What’s more, affiliation affiliation allows you to communicate differently on your references and capture a new audience. Indeed, by using your business partners to advertise, you can reach new targets with a different tone. This allows you to try out new ways of communicating without distorting your brand identity.
Choosing the right affiliate partners
If you’re already interested in affiliate marketing, you’ll know that there are many different types of types of affiliates.
Here is a non-exhaustive list:
- Content and affinity sites;
- Cashback and coupon code sites;
- Influencers;
- Adtech (retargeting, remarketing, etc.) ;
- shopping guides;
- Email marketing;
- …
The point is to choose your partners carefully to make sure you’re reaching your target audience in the right place with high-quality content.
For Black Friday, you need to give priority to business partners who fit in with your objective of increasing sales. We recommend that you give priority to coupon code and cashback sites, social networks and influencers, and affinity sites. You can also share buying guides to capture the attention of buyers who are still hesitating, and make use of email marketing.
Obviously, the more promotional channels you use, the more you can boost your visibility (and therefore your sales).
Take the time to prepare your site for Black Friday
As a general rule, it is advisable to set up a dedicated landing page for each communication campaign. This is even truer for Black Friday.
First, make sure that your site can handle the load. Indeed, a site that goes down on the big day is a real catastrophe.
You can also be sure of being able to manage inventory and deliveries. Because if you don’t meet your customers’ expectations, it can have a lasting impact on your brand image and their trust in you.
Plus, a few weeks before the big day, start sharing Black Friday-related content on your site. For example, we’ve talked about shopping guides. It can also be a teaser.
In parallel, contact your affiliates and check that they have all the information they need to communicate about your products (product flows, sales arguments, banners, promotions, etc.).
How to prepare your affiliate marketing strategy for Cyber Week
Best practices for defining a winning strategy Download the guide!
Challenge your affiliates and animate your programs for Black Friday
To make a success of your Black Friday thanks to affiliation, once you’ve prepared everything, you’ll need to provide your partners with all the tools they need to communicate effectively about your products.
To motivate them, we advise you to challenge them. In other words, motivate them to put you forward.
For example, you can increase commissions on this day and boost remuneration. It is also possible to set up a sales competitions with prizes for top sellers. In the end, some companies do not hesitate to offer certain affiliates small gifts.
And don’t forget to take the time towith them before and after the big day to discuss any problems encountered during the event.
Observe the results
Affiliate marketing, like all marketing activities, requires constant constant optimization. To achieve this, it is necessary to step back and take stock of the situation.study the results obtained by your campaigns during Black Friday.
You don’t need to do it on the big day (and you probably won’t have the time). But as soon as the pressure is off, take a closer look at your campaigns by focusing on certain KPIs.
The main ones remain the conversion raterate return on investment (ROI) and the cost of customer acquisition (CAC). But you can also watch your click-through rate, the incremental revenue and average shopping basket.
Please note: if you can compare 2 Black Friday periods (last year’s with this year’s), don’t hesitate! This will give you an idea of which actions have been effective and which need to be improved or cancelled.
Get help from an affiliation platform
As you can see : affiliation requires a minimum investment and regular work to be effective. That’s why more and more e-tailers are enlisting the help of a affiliation platform to help you set up and optimize your program.
In the case of Casaneo, we offer you all the tools you need to manage your affiliation campaigns (interface with detailed statistics and dedicated account manager) as well as a sophisticated sophisticated tracking tool to guarantee optimum traceability of operations. Not to mention a affinity network specialized in the fashion and home sectors.
Contact us to find out more and let us support you during Black Friday to make sure you succeed on this important trading day.
