In this article we explain how to improve the local visibility of your establishments to prepare well for Black Friday and generate more sales.
1. Local searches and Black Friday
2. Optimize the local SEO of your establishments
3. Organize your communication strategy
4. Boost your visibility with customer reviews
5. Support your local establishments
Conclusion
Black Friday 2022: How to improve the local visibility of your establishments
1. Local searches and Black Friday
Every year, Black Friday is a very busy period for businesses and buy honduras cell phone number list consumers who are inundated with promotional offers, messages, emails, etc. It is therefore difficult for a local point of sale to stand out. The solution? Focus on your SEO and your online visibility to appear first in local searches! And for good reason:
88% of consumers who perform a local search on their smartphone visit or call a store within a day 2 .
58.6% of Google searches are made by “Black Friday” type queries during the Black Friday period 3
88% of the total volume is for the top 500 most searched keywords during the Black Friday period. 4
These numbers show how critical it is for your network to optimize your local visibility to drive in-store traffic.
Black Friday 2022: How to improve the local visibility of your establishments
2. Optimize the SEO of your establishments
In order to make yourself visible in local searches during Black Friday, it is essential to optimize your local SEO . To do this, you absolutely must highlight your points of sale and at the same time your promotional offers in store.
Step 1 : Update your Google business listings so that they are better referenced by providing as much information as possible
Name
Address
Main and secondary categories
Phone number
Google posts to share your current offers, upcoming events, special days, etc.
The Schedules
To learn more about optimizing Google business listings , check out our article .2nd step: optimize your location pages to improve your SEO and your position in local searches of the type “type of store + location” (e.g.: “florist Rennes”) .
Step 3 : Use Google Posts to draw attention to your offers, in-store events, etc.
Step 4 : Create a Black Friday-specific landing page :
Create the page before creating your promotions so that Google has time to detect it.
Add a link to your landing page from your Google listing to improve your visibility and encourage people to find out more about you.
Choose relevant visuals to highlight your offers in an attractive way.
Black Friday landing page example
Black Friday landing page example
This way you optimize your online visibility and at the same time your position in local searches. By making your offers visible in Internet users' queries, you encourage them to visit your establishments.
Black Friday 2022: How to improve the local visibility of your establishments
3. Organize your communication strategy
In order to make your offers visible among all the others during Black Friday, you must share them at the right time and to the right people in order to engage your local communities and strengthen proximity with your customers. To do this, many levers are at your disposal and contribute to improving your local visibility, but you still need to know how to use them.
Good practices to know about social networks:
Create accounts for each of your points of sale to personalize content based on their location and engage your community with posts, special stories, challenges, etc.
Communicate about special flash offers in stores to inform your local communities.
Example of a social media post
Example of a social media post
Best practices to know about sponsored campaigns:
Use Facebook/Instagram Ads and Google Ads to highlight your current offers, items available in stores, special events, etc.
Maximize the effectiveness and optimize the local visibility of your campaigns through geographic targeting via geolocalized advertising.
You can also use retargeting to target people who have already shown interest in your products or services.
Example of a sponsored campaign
Example of a sponsored campaign
Best practices to know for SMS:
Announce Black Friday in your stores
Communicate about Black Week by informing your customers of the start and end of Black Friday
Inform your customers about your promotions, special offers or events by SMS, etc.
Always personalize your messages based on your customer (name, purchase history, etc.) so that your message has more impact.
Example of a personalized SMS
Example of a personalized SMS
Best practices to know about sending emails are :
Personalize the subject and content of your email according to your target and the context of Black Friday in order to have more impact.
Send your emails a few days in advance so as not to overload your customers on the day Black Friday starts. For example, offer a promo code that they can use on the day itself or give a sneak peek at your offers.
Re-engage your customers with price or promotional selections and highlight your most attractive offers.
Before Black Friday ends, build on the sense of urgency and remind your customers of the latest offers available in store.
Black Friday 2022: How to improve the local visibility of your establishments
4. Boost your local visibility thanks to your customer reviews
Managing and highlighting your customer reviews during Black Friday is essential since they allow you to be better referenced in local searches. Indeed, 17% of the referencing of your Google listings is influenced by your customer reviews 5 . The selection criteria by Google are: the number of reviews, their recency, the response rate and the keywords used.
Customer reviews are also a determining social proof to convince your prospects and customers. And as proof, 87% of French people read customer reviews before making a purchasing decision 6 .
However, do not make the mistake of buying customer reviews so that they are perfect since Google will be wary of only positive comments and the Internet user will do the same. The important thing is to respond to your customer reviews, whether they are positive or negative and above all to respond to them authentically by personalizing your responses.
Black Friday 2022: How to improve the local visibility of your establishments5. Support your local establishments
Since the consistency of your online information also guarantees optimized visibility, it is therefore essential to coordinate your communication campaigns on a local and national scale.
To do this, you need to know some tools like:
The marketing calendar that ensures the consistency of your communication strategy across your entire network for Black Friday.
Communication kits that allow you to control your brand image while customizing locally, especially if you want to share promotions from your different points of sale.
Multi-local publishing that saves you time and increases your efficiency, especially during a busy period like Black Friday.
This way you personalize your speeches at the local level and allow the head office to control its brand image across your various points of sale.
6. Conclusion
You now have the keys in hand to optimize your local visibility for Black Friday and generate in-store traffic by highlighting your different points of sale in online searches. However, it can sometimes be complicated to ensure the consistency of your online information and the coordination of your communication campaigns across your many points of sale. Don't hesitate to equip yourself with a tool to centralize your actions and thus support your establishments in their approach.