Introduction
Black Friday has been the holy grail of sales for retail businesses for years, but service-based industries like home services contractors, real estate agents, and med spas can also cash in on this high-traffic shopping period. With some planning and the right Black Friday marketing strategies, businesses can tap into the consumer mindset to get more bookings, generate leads, and increase brand awareness. In this post, we’ll show you how service businesses can plan and execute a successful Black Friday marketing campaign and answer your key Black Friday marketing questions.
Set Your Black Friday Goals
For service-based businesses, setting goals goes beyond just “making sales.” Are you looking to boost sales volume, book appointments for the next quarter, clear out old inventory if you’re a contractor, or build your client base? A good Black Friday strategy includes setting clear, measurable goals that align with your business’s long-term objectives.
For example, a home services contractor might set a goal to book 50 discounted services like gutter cleaning or HVAC tune-ups during the sale period. A real estate agent might aim to generate 25 leads through Black Friday promotion ideas such as discounted consultation fees or free home market assessments. A med spa could focus on selling 100 pre-paid packages for popular treatments like GLP-1 weight losedications like Semaglutide/Tirzepatide, facials or laser hair removal.
By setting key performance indicators (KPIs) like bookings, leads, or increased online sales, you can measure the success of your Black Friday marketing efforts and adjust for future events.
Best Selling Products or Services
To maximize revenue, focus on the services or products that are already in demand or need more visibility. Consider bundling services for exclusive Black Friday deals or offering free gifts and discount codes to entice customers.
A med spa, for example, might notice that Botox treatments increase during the holidays. Offering a Black Friday promotion for these services could encourage clients to pre-book appointments. Contractors could focus on timely services like home winterization or roof inspections, which are essential during the colder months. Real estate agents might offer Black Friday deals on staging consultations or partner with local service providers for bundle packages (e.g., free cleaning service for anyone who books a home showing).
Knowing your best-selling products or services will allow you to craft offers that appeal to your target audience and drive online shopping and holiday sales.
Create Irresistible Offers
Your offer is the heart of your Black Friday marketing campaign, so it needs to stand out. Simply discounting services may not be enough in a crowded market. Think about how you can add value, such as by offering free shipping, exclusive discounts, or extended Black Friday sales to create a sense of urgency.
For example, a med spa could offer 20% off any service booked on Black Friday with a free gift or treatment upgrade for the first 20 clients. A home services contractor might offer a discounted home inspection plus a free seasonal maintenance check-up if booked by a certain date. A real estate agent could create limited-time offers like waived consultation fees or discounts on home staging services.
Bundling services is another great strategy for Black Friday shopping. A contractor could offer a “Home Winterization Bundle” that includes gutter cleaning, furnace checks, and roof inspections at a special Black Friday rate. These bundle deals can help you increase your average order value while giving customers more perceived value.
When Should You Start Black Friday Marketing?
Ideally, you should start preparing your Black Friday marketing strategy 6-8 weeks in advance. Begin by building anticipation with your existing clients through sneak peeks, Black Friday marketing emails, and countdowns. By early November, ramp up your efforts with SMS marketing, social media posts, and paid ads to promote upcoming deals.
Most Black Friday promotions begin appearing in October, with a big spike in Black Friday ads by mid-November. While you don’t have to run your sale for a whole month, teasing exclusive Black Friday deals early can encourage pre-sales and drive interest leading up to the day itself.
Is Black Friday Good for Service-Based Businesses?
Absolutely! While traditionally associated with retail, Black Friday marketing tactics can be a fantastic way for service-based businesses to attract new clients and increase revenue. The key is to tailor your Black Friday marketing ideas to what your customers need.
For a med spa, it’s a great time to sell pre-paid treatment packages. For a real estate agent, it could mean offering discounted consultations or property evaluations. These Black Friday campaigns help build customer loyalty and ensure repeat purchases in the future.
Even small businesses can benefit by creating exclusive Black Friday deals that stand out in their local market. Using Black Friday marketing tips, you can create visibility, promote scarcity, and offer unique deals that resonate with your audience.
Optimize Your Website for Traffic
A well-optimized website is crucial to converting Black Friday visitors into paying customers. With online stores seeing a surge in traffic, it’s vital to ensure that your website is fast, mobile-friendly, and easy to navigate. If you run an ecommerce store, ensure your site can handle the increased volume and that checkout processes are smooth and secure.
For service-based businesses, simplifying the user experience is essential. Place your online booking system front and center with clear CTAs to guide users through the booking process. Add urgency with countdown timers, flash sales, or limited availability notices to entice visitors to act quickly.
For example, real estate agents can use countdown timers for exclusive deals on consultation offers, reminding clients that these Black Friday promotions are only available for a limited time.
How Long Do You Run Your Black Friday Sale?
Traditional Black Friday sales happen on the Friday after Thanksgiving, but many businesses now extend their sales into the weekend or even the entire Black Friday shopping period leading up to Cyber Monday sales. Your sale’s duration depends on your capacity to handle the extra business and your specific goals.
For example, a home contractor might extend their sale for a week to give homeowners more time to book appointments, while a med spa may choose to run the sale only over the weekend to create urgency. Offering extended Black Friday deals can attract both early planners and last-minute shoppers.
Running your sale for 3-5 days provides flexibility while keeping the excitement of Black Friday weekend alive.
How Do You Attract Customers on Black Friday?
Attracting customers during Black Friday involves offering exclusive Black Friday deals and leveraging the right marketing strategies to get the word out. Go beyond simple discounts to create an enhanced customer experience.
For instance, contractors can offer additional incentives such as a free follow-up visit or seasonal maintenance. A med spa could offer early access to new treatments or limited-time offers for clients who book during the sale. Brick-and-mortar stores could offer special in-store promotions or combine online offers with in-person shopping experiences.
Promoting your Black Friday deals via social media platforms, user-generated content, and Black Friday gift guides can help build momentum. Use early-bird specials and social proof, like testimonials from past clients, to encourage new bookings and Black Friday purchases.
Are Black Friday Sales Profitable for Service-Based Businesses?
Black Friday sales can be incredibly profitable for service-based businesses when done right. The true value often comes from acquiring long-term clients and filling your calendar for the months ahead. A contractor offering discounted seasonal services may not see massive immediate profits but can use Black Friday marketing strategies to upsell and cross-sell additional services, leading to higher revenue.
A med spa can turn first-time visitors into repeat customers through follow-up offers and excellent service. Real estate agents might use discounted consultations to build trust with potential clients, leading to more contracts down the line. These Black Friday marketing efforts can have long-term benefits beyond the immediate shopping frenzy.
How Do You Get Your Business Ready for Black Friday?
Getting ready for Black Friday is more than just planning your offer. It’s about making sure all aspects of your business are prepared for increased traffic, inquiries, and bookings.
Ensure that your customer service team is prepared to handle the surge in questions and requests. If you offer both online and in-person services, make sure your brick-and-mortar store is ready for foot traffic, while your online store can handle ecommerce traffic.
Also, verify that your booking systems, website, and payment methods are working smoothly to avoid any disruptions during the Black Friday season.
Do Small Businesses Do Black Friday?
Yes! Small businesses, including service providers, can participate and thrive during Black Friday. In fact, small businesses have an edge in offering personalized services, exclusive deals, and unique Black Friday promotions that larger companies may not be able to provide.
By focusing on targeted Black Friday campaigns for your ecommerce business, you can build community ties, boost sales, and attract new customers during the busiest shopping season of the year.
Conclusion
Planning a Black Friday sale requires industry-specific strategies and attention to detail. Whether you’re a contractor, real estate agent, or med spa, early planning, targeted marketing, and excellent customer service will yield the best results. Don’t miss out on this major holiday sales event.
If you need help planning and executing a profitable Black Friday marketing strategy, J Browning Studio can help. From designing your offer to setting up automation and optimizing your website, we’ll get your campaign up and running so you can focus on delivering great service. Contact us today!