Prepping Your Black Friday Marketing Campaign: A Stress-Free Guide

So, you’ve decided to dive into the Black Friday frenzy. Good for you! Before you start dreaming about all those sales rolling in, let’s talk about the not-so-glamorous, but oh-so-important part: preparation.

Remember that time you decided to make a gourmet meal without reading the recipe first, and ended up with a kitchen that looked like a flour bomb went off? Oh, wait. That wasn’t you? It was me? Well, regardless, running a Black Friday campaign without prep work can feel a lot like that – chaotic, stressful, and potentially disastrous.

But there’s no need to worry. This guide will walk you through the essential steps to prep your Black Friday marketing campaign. We’ll cover everything from crafting irresistible lead magnets to setting up your tech without wanting to throw your computer out the window.

Let’s turn that potential chaos into a well-oiled marketing campaign, shall we?

Setting the timeline

Before we dive into the specific elements of your Black Friday marketing campaign, let’s talk timing. Working backwards from Black Friday, here’s your roadmap to success:

6-8 weeks before: The “Getting Your Ducks in a Row” Phase

• Plan your offer structure and pricing strategy
• Review last year’s sales data (if you have it)
• Start brainstorming your marketing assets
  
  (Already past this mark? No worries – you can still create an awesome Black Friday marketing campaign. You’ll just need to be strategic with the time you have left, and diligent in your efforts.)

4-6 weeks before: The “Content Creation” Sprint

• Design your lead magnet (more on that below)
• Write your sales page copy
• Plan your email sequences
• Create your social media templates

3-4 weeks before: The “Tech Setup” Stage

• Choose and set up your payment processor
• Build your sales page
• Test all your systems
• Make any necessary tweaks to your offer

2-3 weeks before: The “Warm-Up” Period

• Launch your lead magnet
• Start dropping hints about your upcoming sale
• Share testimonials and success stories
• Build anticipation with behind-the-scenes content

1 week before: The “Final Countdown”

• Double-check all tech systems
• Schedule your promotional content
• Set up customer service systems
• Prepare your launch day checklist

Each phase of preparing for a Black Friday marketing campaign builds on the previous one. You can definitely rush or combine some of the efforts, but if you’re reading this well in advance of Black Friday, I highly recommend getting a running start so you can clue affiliates in on your sale before other businesses demand their attention.

The Prep Work Begins

Now that you understand the rhythm of your Black Friday prep, let’s dive into the specific things you’ll need to create in order to make it through that timeline you’ve just set for yourself.

1. Lead magnet development

Before you start shouting about your amazing Black Friday offer from the rooftops (or, you know, your Instagram Stories), let’s talk lead magnets. A lead magnet is like the free sample at the grocery store – it gives people a taste of what you offer and leaves them wanting more.

Here are a few benefits of creating a lead magnet:

• Grows your email list with qualified prospects
• Demonstrates your expertise in a tangible way
• Helps segment your audience based on interests
• Creates goodwill before asking for the sale
• Provides valuable data about what your audience wants

Types of lead magnets:

• Checklist or cheat sheet
• Mini e-book or guide
• Free consultation or strategy session
• Video tutorial or webinar
• Quiz or assessment

If you are going to use a lead magnet as part of your Black Friday marketing campaign, choose one that relates to your offer and provides real value to your audience. For example, if you’re a web designer offering click-to-install templates, a quiz may help your audience identify what style site may be best for their business. Here’s another example: a bookkeeper may want to launch a “10 Thing to Do Before Working with a Bookkeeper” checklist so the clients that do book her during the sale are prepped and ready to go.

A few more tips about lead magnets

• Make it easily accessible (no 17-step process to download, please)
• Deliver high-quality content (no skimping just because it’s free)
• Use it to segment your email audience (tailor your Black Friday messages accordingly)

Once you’ve got your lead magnet ready to go, it’s time to think about where you’ll send all that lovely traffic you’re about to generate. That’s where your sales page comes in.

Sales Page Creation

Whether you’re using a fancy sales page or a simple Google Doc (hey, if it works, it works. I launched a $3,000 SEO cohort in a Google Doc to positive results!), there are three key components your sales copy needs. But first, let’s talk about who really needs a well-crafted sales page.

A comprehensive sales page is crucial for businesses selling products or services that require some explanation or have multiple features. It’s especially useful for online course creators, coaches, or anyone offering a premium service.

If you’re selling a straightforward product with a clear value proposition, you might be able to get away with a simpler landing page or even a product page. However, for complex offerings or higher-priced items, a sales page can address objections and guide potential customers through their decision-making process.

Now, let’s break down those three key components I mentioned above.

1. The Agitator:
   • You want to “agitate” your audience’s desires or pain points. What problem does your offer solve? What are they wishing for before they found their way to your sales page?
     • (Example: A copywriter may say something like, “Tired of staring at a blank canvas, wondering where your creativity went?”)
2. The Mindset Shift:
   • Now, it’s time to show how your offer can help. If you lead with a pain point in the beginning, you’re definitely going to want to shift to a desire. Either way, you want your reader to see what’s possible.
     • (Let’s continue our example, with this fake copy sales page: “Imagine having a constant stream of inspiration at your fingertips…”)
3. The Good News:
   • Follow that up with how your offer provides the solution. Now, I obviously think a sales page contains a lot more than these three parts, but if this is something you’re DIYing, this advice will at least get you started.
     • (A follow up example: “With the Creative Kickstart Kit, writer’s block becomes a thing of the past.”)

Remember, your sales page doesn’t need to rival “War and Peace” in length. Keep it concise, focus on benefits, and make it easy for people to say “yes!”

Ready? Now it’s time to focus on getting your offer in front of the right people at the right time. That’s where a solid email strategy comes into play.

Email Strategy

Email marketing isn’t just about sliding into someone’s inbox – it’s about showing up with value when your audience needs you most. And during Black Friday? They need you to cut through the noise and show them exactly why your offer is worth their attention (and investment).

An email strategy is vital for almost every type of business running a Black Friday marketing campaign, but it’s particularly crucial if you have an existing email list or if email is a primary way you communicate with your audience.

For service-based businesses or those with a loyal customer base, emails allow for a more personal touch and can help you tailor your message to different segments of your audience. If you’re an e-commerce business, emails can be a powerful tool for cart abandonment follow-ups and showcasing different products throughout your sale period.

Need help planning your email sequence? You’ll want to include:

• Teaser email (1-2 weeks before): Build anticipation with hints about what’s coming
• Announcement email (Day of or day before): Share all the exciting details of your offer
• Reminder emails (During the sale): Keep your offer top-of-mind with fresh angles and success stories
• Last chance email (Final day): Create urgency without being pushy

Pro tip: Schedule out as much as possible in advance so you can enjoy your mashed potatoes in peace. Your future self will thank you.

There’s something else you’ll want to consider, it’s important to balance promotion with your personal availability. I don’t know about you, but Black Friday is also Thanksgiving in America, and I’m shlepping my kid from grandparents’ house to grandparents’ house, while also setting up my Christmas trees and decorating for the holiday season. (Yes, you read that correctly. I have two Christmas trees.)

Here’s what to consider for time management:

• Decide when you’ll be available to answer questions and block out specific times for email management
• Set up an FAQ section on your sales page or a separate customer service help page to minimize inbox overwhelm
• Consider using an auto-responder for common questions

Now that we’ve got your email strategy sorted, let’s talk about how to promote your offer without feeling like you’re shouting into the void.

Promotion tactics that won’t burn you out

Let’s be honest – the idea of promoting your Black Friday sale everywhere, all the time, can feel exhausting just thinking about it. Shoot, I’m exhausted after just writing this blog post. I haven’t even done any of the work yet for this year’s Black Friday marketing campaign, and I already need a nap.

Well, if you are ready to curl up under a blanket, I’ve got good news for: you don’t have to be everywhere. In fact, you probably shouldn’t be.

The key to effective promotion isn’t being spread thing – it’s being strategic about where you show up. Pick two to three primary channels where your ideal customers actually hang out and focus your energy there. (Yes, you have permission to ignore all the other platforms!)

Choosing Your Promotional Channels

Think about where your audience is most engaged. Is it:

• Instagram Stories or posts
• Your email list
• LinkedIn
• Your podcast
• Facebook groups

Pick the channels where you already have traction or where your ideal customers naturally gather. There’s no point spending hours creating TikTok content if your business-to-business audience is primarily on LinkedIn.

Content Creation Without the Chaos

Now, once you’ve created your Black Friday marketing campaign strategy and chosen your channels for promotion, let’s talk about how to create content efficiently:

Batch create your content

• Set aside dedicated time to create your promotional content in advance
• Write all your social media posts in one sitting
• Design your graphics in batches
• Record multiple video snippets in one session

Repurpose like a pro

• Turn one long-form piece of content (like a blog post) into multiple social posts
• Use the same core message across different platforms, just adjust the format
• Create templates you can easily customize for different promotions

Automate what you can

• Schedule social media posts in advance
• Set up your email sequences
• Use scheduling tools for consistent posting

Remember: Quality over quantity

I’ve said this before, but I’m going to say it again so I can be sure you understood my point:

It’s better to show up consistently in a few places than to spread yourself too thin trying to be everywhere. Your audience would rather see thoughtful, valuable content in one or two places than rushed, generic posts everywhere.

Tech setup: Don’t let it short circuit your sale

Ah, tech setup – the part that makes many creative entrepreneurs want to crawl under their desks and hide. But there’s no need to worry. We’re going to break this down into manageable bits so your bum can stay comfortably planted on your seat and you don’t need to come face-to-face with any dust bunnies living below your workstation.

I’ll be the first person to admit that the tech and systems stuff is often what holds me back from taking action. This time, it doesn’t have to.

Payment processing

First things first – you need a way to take people’s money. (That’s kind of the point, right?)

• If you’re just starting out or running a simple promotion, services like PayPal or Stripe can be your best friends. They’re relatively easy to set up and integrate into most platforms. Just make sure to use them correctly. You’re a business. Your customers aren’t your family or friends.
• For more complex offerings or if you want more control over the checkout process, consider platforms like ThriveCart, SamCart, or even Shopify.

For the most part, I currently use Thrivecart to make this tech part easy for my business. However, I do want to point out that if you’re using a CRM that can process payments, like Dubsado or Honeybook, the payment processing can happen there as well. Since I have so many smooth workflows set up in Dubsado, I would use that tool instead if I discounted something like my strategy sessions or a VIP intensive.

Remember, the goal is to make it as easy as possible for people to give you their money. The more hoops they have to jump through, the more likely they are to abandon ship and buy something similar elsewhere.

Landing page or sales page setup

You’ve crafted your killer sales copy, now where are you going to put it?

• If you use one of the tech tools listed above, like Thrivecart or Dubsado, you’re all set. Both offer functionality to design a good-looking sales page.
• Another strategic place for a sales page would be your own website. You already have the design elements in place, so why not host everything together?
• There are also services, like Leadpages or FG Funnels, that can help you create standalone landing pages with payment processing attached.

I, personally, have an omni-channel approach to my sales pages. I already told you that I use Thrivecart and Dubsado, so of course I have my product pages set up on Thrivecart and services sales pages on Dubsado (as public proposals).

But I also have both landing pages and sales pages set up on my website. I use Elementor as a builder, and Bluchic themes (yes, I’ve combined multiple assets into one) to pretty up my sales pages. It would be a bit much to get into what goes into deciding where I’ll host the sale, but I’ll try to do a separate blog post on that soon.

There’s a reason I bring this up though, and it’s because I want you to know that you don’t have to stress about the design if that’s not your thing. Dama Jue has GORGEOUS templates for Thrivecart that I highly recommend. I think I have three different templates from her, and I use them as a starting point to design my Thrivecart checkout pages. That being said, I should point out that she has entire sales page designs for purchase too!

And if you have WordPress, I 100% recommend BluChic to get a sales page template that you can legit just plug-and-play with after uploading it.

Email marketing to-dos

I’ve already talked about email for a while, so I won’t make this section too long, but setting up your emails and automations is a key part of this process. Your email strategy won’t do much good if you don’t have a way to send those emails.

Popular options include Mailerlite, Kit, and Flodesk. However, you don’t have to make the decision on what platform is best for you alone. Remember Dama, a business friend, I just mentioned above? She has a $9 product called Email Service Matchmaker that will help you make the decision.

Just make sure your chosen platform can handle segmentation and automation. It’s a key element of your Black Friday marketing campaign. That, and you’ll thank yourself later when you can focus your energy on those mashed potatoes we discussed earlier.

Delivery methods

You’ve got your payment processing, sales pages, and email marketing set up. Congrats! But, don’t forget the absolute most important element: Once someone buys, how will they get what they paid for?

• For digital products, consider services that will deliver your product for you. Thrivecart, the tool that I use, has this built into their capabilities (and so do some of the other tech tools mentioned above!)
• If you’re selling a course, platforms like Membervault or Thinkific (or Thrivecart, but I already mentioned it above!) can handle delivery and provide a learning environment right there in the same platform.
• Your email provider may also be able to deliver your product, depending on what it is. For example, your can send a PDF via Kit after the payment clears. (In fact, Kit even has payment options built into the platform)
• For services, like a strategy call as an example, you might need a scheduling tool like TinyCal, Calendly, or Acuity to fulfill the purchasing process.

And, depending on what products or services you sell, you may need to turn on some other functionality. Let’s say you have all your course content as a private podcast using HelloAudio (my favorite tool for private podcasts by far — and trust me, I’ve used a bunch!). You’d have to enable an automation that gave your new students access to the private audio.

Take a moment to think through your set up and determine if there are any additional tools that need to be touched. But even if you forget something now, the next section will help you make sure all the tools in your Black Friday marketing campaign are working correctly…

Testing, testing, 1-2-3

Testing: This is the part many people skip, but it’s crucial to test everything. And then test it again. And again.

And honestly, you might just want to test it one more time. To efficiently test your Black Friday marketing campaign you’ll want to start from the very beginning and work all the way to the end: being a satisfied customer. Here are a few suggestions for you:

• Go through your entire sales process as if you were a customer. Take qualitative notes on improvements that can be made.
• Test everything, and make sure to do it on different devices and browsers.
• While testing, pay extra careful attention to the automations. Are they all firing correctly. Are you getting the content at the right time? Is anything being forgotten?
• Ask a friend (or five) to go through the process and give you feedback. You’d be shocked at how many times a colleague pointed out something that needed fixing on my website or sales page that I didn’t notice after checking it multiple times!

Remember, the goal of all this tech setup is to create a smooth experience for your customers.

And if all of this tech talk is making your head spin? It’s okay to keep things simple. A PayPal button on a basic landing page is better than no sale at all because you got overwhelmed with options. Start where you are, use what you have, and improve as you go.

Making it all come together

Look at you – you’ve got your lead magnets ready, sales page crafted, emails planned, and tech sorted. Feeling a bit overwhelmed? That’s completely normal.

Think of this guide like a menu (way better than my earlier kitchen disaster analogy, right?). You don’t have to order everything on it. Maybe you’ll skip the lead magnet but go all-in on email marketing. Perhaps you’ll keep the tech simple but focus on creating stellar promotional content. Whatever you decide, be easy on yourself and follow through however your comfort level allows.

Here’s what matters most for your Black Friday Marketing campaign:

• Choose strategies that align with your business style
• Focus on what you can execute well
• Give yourself permission to keep things manageable
• Test everything (yes, I’m mentioning it again)
• Plan for rest and offline time

And if something goes wrong? Hey, that’s just part of the adventure. Plus, it’ll make a great story for next year’s Black Friday prep talk. Now, go get your Black Friday prep started. And maybe order a backup coffee maker – you know, just in case.