Your Complete 2024 BFCM Playbook

Happy Sunday Moementum family!

On my way back from a very productive trip in New York today, enjoyued the smelly streets, great wether and Q4 planning session with the team.

As we enter the last week of July and Q3 comes to an end its time to start thinking about Q4 and especially BFCM.

Todays topic is exactly that.

Let me walk you through our Organic BFCM Playbook, and of course, our BFCM Paid Ads Playbook

This is a high-level look into what a 8-figure BFCM strategy looks like.

Enjoy the sauce.

The BFCM Organic Playbook

Step 1: Competitor Analysis & Market Research

The first step in our BFCM Organic Playbook is diving deep into the market landscape.

For this, we’ll be researching our competitors and examining their landing pages, organic videos, and paid ads that they’re currently running + ran last year 😉 

Based on what we find, we can swipe winning angles and ideas and convert those into our own creatives and our own winning strategies for our brands.

Keep in mind - it’s also key to condense all your testing going into Q4 and lean toward your winners.

Actionable Steps:

1. Identify Key Competitors: List your top 5 competitors.

2. Analyze Their Strategies: Use tools like SimilarWeb or Ahrefs to see where their traffic is coming from.

3. Review Landing Pages: Study landing pages using tools like Pagedeck. Look for design elements, copy strategies, and call-to-action placements.

Step 2: Creative Brief

Building on our competitor analysis, we’re going to create a comprehensive creative brief.

To do this, we’ll be using an app called Foreplay to save every single ad our competitors are currently running as well as the ads they ran last year around this same time.

With our brief, we now have creative inspiration for the team, and we can convert winning angles and ideas into our creatives.

Actionable Steps:

1. Save Ads: Use Foreplay to collect all the ads your competitors have run.

2. Reflect on top-performing ads from the previous year.

3. Analyze Winning Angles: Identify which ads had the most engagement and conversions.

4. Creative Inspiration: Translate these winning angles into ideas you can send to your creators.

Step 3: Prepare For Launch

With our creative brief ready, we move into the preparation phase.

At this point, our creators have everything they need to start batching content well in advance of BFCM.

Actionable Steps:

1. Brief Creators: Ensure your team has all the necessary information and resources.

2. Batch Content: Create and schedule all BFCM content ahead of time to avoid last-minute rushes.

3. Content Calendar: Use tools like Asana or Trello to manage your content calendar.

The BFCM Paid Ads Playbook

The Paid Ads Playbook is designed to work hand-in-hand with our organic playbook.

While the organic playbook is focused on building a strong foundation through competitor analysis, creative development, and content preparation…

Our paid ads strategy amplifies this by reaching a wider audience and converting leads into conversions.

Step 1: Start Warming Up Audiences NOW

When it comes to your paid ads strategy, you need to start warming up your audiences as soon as possible.

Here’s why:

Most other brands will be focusing on running conversion campaigns.

Instead, we’re going to be focusing on warming up our audiences.

Right now across all platforms, I’m launching video campaigns optimized for views and engagement, NOT conversions.

Why?

That helps us acquire more impressions for less spend.

Actionable Steps:

1. Identify Your Target Audience: Use tools like Facebook Audience Insights or Google Analytics to define your target demographics and interests.

2. Create Engaging Video Content: Brief your creators based on what you find in the BFCM Organic Playbook, and have them make videos about your products.

3. Set Up Video Campaigns: Launch video ad campaigns on platforms like Instagram and TikTok. Choose the objective to optimize for video views or post engagement.

4. Utilize Lookalike Audiences: Create lookalike audiences based on your existing customer data to reach new people who would also be interested in your products.

5. Monitor and Adjust: Track the performance of your video campaigns and metrics like view duration, engagement rate, and reach to make adjustments as necessary.

Step 2: Turn Viewers Into Leads

After optimizing for views and engagement, the next step is running conversion campaigns to turn these warmed-up audiences into paying customers.

For this, we create an email flow welcoming leads to our brand, and offering more value.

Additionally, we want to make sure all of our landing pages that we’re driving traffic to are optimized for conversions.

Actionable Steps:

1. Design Conversion-Optimized Landing Pages: Create dedicated landing pages for your products and make sure these pages are optimized for conversions with clear calls-to-action and designs for both mobile and desktop.

2. Write And Film Ads: Write ad copy and film visuals that highlight the benefits of your products and the urgency of your BFCM offers.

3. Set Up Conversion Campaigns: Launch conversion-focused ad campaigns on platforms like Instagram and TikTok. Use your custom audiences to target users who have previously engaged with your brand.

4. Implement A/B Testing: Test different ad creatives, copy, and landing page variations to identify what works best (all of this should be batched well in advance).

5. Track and Optimize: Monitor the performance of your conversion campaigns using metrics such as click-through rates, conversion rates, and return on ad spend (ROAS). Adjust your strategies based on the data for better results.

Step 3: Retargeting Campaigns

With our warmed-up leads, we’re going to shift to retargeting campaigns as we approach Black Friday.

This is CRUCIAL.

A majority of our customers and the sales that come through will NOT be from people who have never heard about us…

Almost all Black Friday sales that come through are from people who have been thinking about buying from you earlier in the year but haven’t yet.

At this point, our leads are the warmest they can be, and with a solid BFCM discount, we’re offering them plenty of incentive to become our customers and enter our ecosystem.

Actionable Steps:

1. Implement Tracking Pixels: Set up Facebook Pixel and Google Analytics on your website to capture visitor data and create custom audiences based on what they do.

2. Develop High-Converting Retargeting Ads: Create ads that offer conversion incentives like BFCM discounts and limited-time offers.

3. Optimize and Scale: Monitor your retargeting campaigns, and focus on metrics like ROAS and conversion rates. Continue to adjust your budget and creatives to maximize results.

That’s The Playbook!

That’s a lot for today I know.

Hopefully you enjoy it.

Remember…

The key is to start early, stay consistent, and always provide value to your audience and customers.

If you found this helpful, make sure you save this email for future reference.

And lastly… Good luck!

Let’s crush BFCM 2024 together 💪

And of course, keep the Moementum building!

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