Industry insider explores "pivotal" Black Friday opportunities for SMEs

Every year, Black Friday kicks off a “pivotal” time of year for many small businesses, ranging from independent retailers to fully digital companies.

However, the issue many businesses face is getting a foot in the door of consumer attention. Thus, in order to reap the potential benefits of the event, businesses must adapt and shift focus in particular ways. Peggy de Lange, VP International Expansion at online marketplace, Fiverr explains how to achieve the desired results.

Peggy said: “The Black Friday/ Cyber Monday weekend marks the beginning of the festive season for many consumers in commerce but for a business, the time leading up to this weekend is arguably just as important. Businesses need to ensure that they have the right resources in place to make the season a success.

“This starts with having the right team. To remain competitive, having a digital presence is essential in today’s landscape so specialist skills such as SEO optimization and digital design should make up your team portfolio. As a small business, resources can be scarce but digital marketplaces like Fiverr give you access to expert freelance talent; filling any skill gaps.

“Other things to consider are starting your advertising as early as possible, the sooner people buy into your brand the better chance you have of converting them. During particularly competitive periods like Black Friday weekend, you want to ensure that your brand is front of mind: when, where and how you market is essential to this.

“Social media is king. Whole businesses are built on social platforms and taking the time to get this right could be make or break. Consider whether it’s tailored to your audience and effectively represents your brand.

“Social profiles such as Instagram are good forums to inform customers of new products and promotions and keep them engaged with your brand. A general rule of thumb is that the more social media platforms you are on, the more reach you will get - but remember, quality over quantity is imperative to break through the noise.”

With this guidance, SMEs stand a better chance to capitalise on the opportunity Black Friday presents.

Embracing digitisation and social media gives SMEs a chance to catch eyes and draw in untapped revenue streams in a way that was previously not possible, and allows them to stand out from the likes of Amazon, Primark, and other companies who hold dominion over the world of mainstream retail.

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