Black Friday is an important date in the calendars for both shoppers and marketers alike.

Whilst typically linked to large discounts and offers, it also offers an opportunity to attract new customers beyond one-time transactions. Once the excitement dies down, the real work starts by turning those one-time buyers into loyal, repeat customers.

So, how can your business build loyalty and keep customers coming back after the Black Friday buzz is over?

Offer Exclusive Content or Features

Consider offering exclusive access to gated-content, extended trials or premium services rather than direct discounts on your products or services. This provides immediate value while setting the stage for long-term engagement.

• This could include an extended trial period, exclusive strategy sessions or audits to customers who engage with your content.

Personalise your approach

Rather than offering a blanket discount, personalise your outreach to prospective and existing customers based on their needs or past interactions with your brand. Personalised content can create a deeper connection and increase the chances of retaining these customer’s long term.

• Show customers you understand their needs with tailored emails offering product features or services that are specifically aligned to them, such as a free consultation tailored to their industry.

Provide Value Through Educational Content

Black Friday doesn’t have to revolve around discounts, it can be an opportunity to offer valuable educational content that enhances customer experience and positions you as a thought leader.

• Host a webinar, masterclass, or offer an educational resource like an eBook or guide that provides practical insights related to your industry or product.
• Create valuable resources such as webinars, in-depth tutorials, or blog content to showcase the value of your services.

Focus on Community Engagement

Engaging and connecting with your customers is crucial for building loyalty. Black Friday doesn’t have to be solely about promotions; it can also be about creating a sense of community around your brand. When customers or clients feel like they are part of a community, they’re more likely to stay engaged with your brand over time.

• Try encouraging customers to participate in a challenge (it could be as simple as a poll on LinkedIn!) or share their experiences with your brand, perhaps offering small rewards for engagement, like a free sample, consultation or a limited-time service upgrade.
• Don’t forget to highlight the people behind your brand. With the rise of user-generated content, employee-generated content is also becoming increasingly popular. Consumers today want to connect with brands on a deeper level, and showcasing your team can humanise your business.

Ready to turn your Black Friday campaign into a long-term loyalty scheme?

Contact us today to explore how we can help you craft a strategy that nurtures lasting customer relationships.