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Hi! I’m Lucy.
Chardonnay and vintage finds lover, founder of the handmade jewelry brand bel monili *and* your new guide to making your handmade business WORK online.
I don’t want to alarm you, but…it’s OCTOBER. 😱 Where has the year gone?! Well, I can’t answer that question, but I can tell you my mind is completely fixated on the upcoming holiday season. I want this to be your best year yet, so let’s focus on Black Friday marketing.
This is where the rubber meets the road, my friend. We have been talking for MONTHS now about getting prepared, and this is what you have been preparing for.
When I say Black Friday marketing, I’m really talking about that whole weekend after Thanksgiving. It’s the biggest shopping weekend of the year. If you want to increase your sales, you cannot ignore it!
Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
If you don’t have those things, don’t stress too much. I’ve linked to other posts here with tips and guides to help you along in each of those areas.
But what you REALLY need to be focusing on now is MARKETING. We’ve talked about email marketing for the Thanksgiving weekend already, so today we’re diving into your overall Black Friday marketing strategy.
Shopping will start the week of Thanksgiving, with MANY people getting online to start to buy on Thanksgiving day, continuing into Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday.
So now that you’re organized and stocked up (or thinking about it), you need a plan for how you are going to get traffic to your website.
Hopefully by now you have started to nurture your audiences (social media, email list, etc). This means:
Now, you want to start increasing the FREQUENCY with which you are doing these things. That means more posts, more emails, more comments, and more value.
Your content message should be both on-brand and seasonally appropriate. Make sure you are paying attention to what others in your niche are posting/saying/doing. Take note of what is working for them and what isn’t.
Make sure you are thoughtfully and intentionally mixing your products, website links, and email signup invitations with your other engaging content. Don’t expect people to go out of their way to search for your website. You have to constantly remind them to go there and shop!
If you don’t think you have the bandwidth to be showing up every day on your social media channels, PLEASE take the time to schedule your posts ahead of time.
This is NOT the time to leave your audience high and dry: you absolutely must have your voice out there if you want to be found.
If you don’t have the funds to pay for a scheduling tool like Later, you can try Facebook’s free Creator Studio. It allows you to schedule posts for both Instagram and Facebook.
After running bel monili (my handmade jewelry business) for 10 years, I launched Bloom in 2019 to create a community where handmade business owners could learn, grow, and support each other in this wild venture of small business ownership. Welcome to Bloom!