There’s something that’s been working really well for us this Black Friday at StoryLearning and I thought I’d tell you about it.
If you’re running your sale through the weekend and into Cyber Money, you still have time to implement this.
In short:
Personalised offers to unique customer segments.
So, all this year you’ve heard me talk about the need to become far more personalised in your marketing, and we’re seeing this directly in Black Friday response this year.
I’ve always thought of Black Friday as primarily a “customer creation mechanism” — i.e. getting people to buy for the first time.
However, compared to previous years, a huge % of our sales are coming from offers that we’ve designed to speak directly to existing customers.
Specifically, we’re creating unique campaigns for existing customers and using language that speaks to them directly.
Example:
“You’ve already bought Spanish Level 1 from us, so here’s an offer to get Level 2 for an even bigger discount!”
“You’re a member of my accelerator, so here’s an extra 50% off my GPT pack.”
This is working because, from the customer perspective, it:
- Acknowledges that they are already learning with you
- Gives them a deal that others don’t get
Here are some ways we’re doing this:
- Email – send to customer email segments
- Student communities – posts offers where people are talking
- Retargeting ads – show Meta ads to custom audience of existing students
- Banners inside course areas.
This last one is interesting…
Teachable (the LMS we use) has introduced a feature to put banners site-wide, which gives you the ability to advertise directly to students who are logging in and learning with you.
The point is:
Go to wherever you students are active and put a custom offer in front of them.
But that’s not all.
See, because our offers have historically been focused on non-customers, we have sent people to our long-form sales pages on Black Friday.
However, your existing students already know what you do, and probably don’t they don’t need to read a sales page.
Indeed, sending them to a sales page is probably adding unnecessary friction.
What we’ve started to do is send people to an “add to cart” page, where students can take a literal shopping cart around your virtual store and just chuck in everything they want…
This is encouraging a lot of bulk buying, and removing literally ALL friction from the process.
Anyway, I hope that’s useful.
A lot of our sales are coming this way, so if you’ve got the capacity to try this out before cart closes this year, give it a shot!
Namaste,
Olly
