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Black Friday 2024: Early Planning Secrets for Maximum Profits
Episode 9 • 22nd August 2024 • Growing a Deeply Rooted Business • Jessica Walther & Rachel Lopez | Rooted Business
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Believe it or not, it's time to start thinking about Black Friday 2024. In this episde, we're diving into why August isn't too early to plan and how you can set yourself up for a record-breaking sales season. From mapping out your calendar to targeting the right audience, we're covering all the essentials to make sure your Black Friday campaign isn't just good—it's epic. Don't get lost in the holiday chaos—start planning now and crush your sales goals this Black Friday!”

Timestamp:

00:18 Why plan for Black Friday in August?

02:17 How to create a targeted Black Friday plan

05:46 Top of funnel growth strategies

08:49 Validating your messaging

11:52 Using systems to improve conversions

14:04 Challenges and obstacles during Black Friday

Resources:


Connect With Us:

Jess Website

Rachel's Website

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Work with Us 1:1

Rachel's Services

Jess's Services

__________

Learn with Us

Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>


Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>

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Transcripts

Speaker:

jess_1_08-02-2024_130737: Hello,

and welcome to another episode of

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the Deeply Rooted Business Podcast.

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I'm Jess, your resident Ops Expert.

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And I'm here with Rachel,

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our Marketing.

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mastermind.

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I like mastermind because

it's like Swiftie vibes.

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But yeah, today we're gonna

be talking about Black Friday.

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Yes, in August, we're going to

be talking about Black Friday.

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And how to plan for it and how to plan

for a strong back half of the year.

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And if you're thinking, is it a little

too early to talk about Black Friday?

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No, it is not.

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If you didn't know already, I am, have

a retail background and in retail, we

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started really planning for Black Friday,

like, the day after Black Friday the

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next year, but like really in the stores,

making sure that we're doing all the

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preparations, hiring, getting everything

ramped up and ready to go in August.

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So it is not too early.

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If this is a campaign that you

want to pursue, which I think we

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had a whole other episode about

like, should you do Black Friday?

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We'll link it below.

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But this is really going to be for

like, you've decided you're going to

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go for it and going to do Black Friday.

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So.

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Rachel, what are we talking about today?

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Why don't you kick us off?

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rachel_1_08-02-2024_130737: Yeah, so

I think so many people think the same

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way as like it's too early and they

start actually planning in that like

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late September, October timeframe.

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And that is not enough time.

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Like Jess and I have talked so much

about how we prefer a good 60 plus

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days to build up into a ramp for a new

launch and Black Friday creates so much

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more chaos within because you have.

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Competition, you are literally shouting

into the void because you are working

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against all of the major retail businesses

and big box stores and all of that.

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So really making sure you have proper

runway to make sure that you're

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planning, preparing, doing everything

you can so that your Black Friday

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campaign is an actual success is key.

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So we're going to be

kind of going through.

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The layers of where

you should be starting.

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What are some of the things

you could be doing right now?

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And then maybe not so much

detailed into an actual black

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Friday plan, but what components.

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take place in the ramp up time period.

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And we just did a whole

episode on launch ramp up.

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Black Friday is a little bit different,

but yeah, so the very first one,

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we are going to be talking about

how to create a targeted plan.

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I think this is something that So

many people just kind of like wing

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and I've seen countless people

say, Oh, I think I'm just going

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to put a discount on this product.

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And that's their black

Friday campaign everything.

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And that's just not how

you should be planning it.

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Sometimes that's successful, right?

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If you want a really low key

one and just kind of like.

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Throw something out there that might work.

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However, in this case, if you really

want to hit a revenue milestone, really

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understanding who you want to convert this

Black Friday is key so that we can really

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reverse engineer that process right now.

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jess_1_08-02-2024_130737: Yeah, so

I think it's great to just always

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start with a calendar and kind of

working backwards from Black Friday.

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I actually think once September

hits, you can just go ahead and plan

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the rest of your year because who's

really working in December anyway?

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Like, I know for me, like, we're

wrapping up tasks and most of my

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clients are out of pocket for, like,

the last two weeks of the year.

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So I think right now is a good time.

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And like we usually talk about

quarterly planning, just go ahead.

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And cause all of that, like kind of

mushles together in the back year, plan

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out your calendar, starting with black

Friday, work your way backwards at the

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different milestones that you're going

to have to hit and make sure that you're

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aligning your content with the people.

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who you're trying to attract.

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rachel_1_08-02-2024_130737: Yeah.

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And especially with how competitive just

a basic attention span like is for your

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ideal client during the Black Friday and

like that really crazy holiday promotional

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period, understanding what is so unique

about you and what your unique value

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prop is and start Focusing on that right

now so that when it comes time, you're

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not having to convince all of your ideal

clients and all of the people that are

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trying to like, you seeing your messaging

around black Friday, why you, you're just

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trying to capture that, the tension at

that point, you want them to understand

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why you now, so that come that time,

that decision's a lot easier to make.

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jess_1_08-02-2024_130737: Yeah.

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And I think another point of like knowing

who, because Rachel has in our notes,

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who in big capital letters, you want to

attract is so important because it's going

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to inform other aspects of your planning

as well, such as like, When are you going

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to like, want to detonate your sale?

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When are you going to want to end it?

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When you start sending the emails and

everything, because if your target

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customer is a busy mom or someone that

may be out of pocket, like the week of

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Black Friday, it may be more beneficial.

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Like I know we see Black Friday

sales, like in retail starting now

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in like October, it may be beneficial

to start kind of like rolling that

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stuff out a week before, before people

start getting too distracted by.

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the other events they have

going on in their life.

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rachel_1_08-02-2024_130737:

Yeah, there's no rules.

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Like, Black Friday does not have to

exist the day after Thanksgiving.

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People have kind of like taken

that and made the whole month

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a giant promotional period.

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So if you feel like in your mind

you're telling yourself like, oh I need

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to launch the day after, you don't.

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you can literally figure

it out and find the time.

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Like, in our launch ramp up episode

we really talked about, and maybe

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I'm making this up, but we talked

about making sure your ideal client

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is aligned with your launch timeline.

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If you're launching in September and

you have a bunch of people who are like

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getting their kids back in school, like,

is that really the most ideal timeline?

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So throw those rules out, give

yourself permission to launch whenever

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you want in the month of November.

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jess_1_08-02-2024_130737: All right,

so moving on to the next topic and it

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is top of funnel growth, which is all

about learning how to call in people

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who are at the top of your funnel

and begin to build trust with them.

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And I can say I have worked behind

the scenes and probably, I don't

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know, like 60 different launches now.

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And top of funnel growth is always

the number one opportunity I see.

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Okay.

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rachel_1_08-02-2024_130737: Yeah,

it's one of the biggest things that

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I think so many people miss out on.

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They think, oh, I have my email list.

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I have my social following already.

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And they think that they're good with

that, but it's always important to

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be like growing that top tier of your

funnel so that your other steps of

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your funnel can be Even more optimized

and you can be pushing people in.

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Jess and I always talk about how

launches are truly just number games.

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If you know how many people you can

convert because you understand your

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benchmarks and your KPIs and all of that,

reverse engineering that by pushing a

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bigger top of funnel is absolutely key.

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So how do you do that?

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You take your actual primary

channel, whether that's Tik TOK,

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YouTube, Instagram, Pinterest,

whatever that looks like.

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And you really start to like build out

that content strategy now to get as many

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new eyeballs on your content as possible.

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And then layering back to who you're

targeting, you want to make sure your

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top of funnel is calling in specifically

those people who are going to buy in.

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Three months, two months or

whatever, that's why everything

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is really so connected.

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And if you're super intentional about

it, you can create kind of this layered

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ripple effect that if you're putting in

the work right now, you said, I want, The

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people who are going to buy this course

or this strategy or join this program.

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I want only those types of new people.

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I want their eyeballs on my content

and to build trust with them because

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so many people that are going

to be new in your space aren't

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going to buy like immediately.

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So you build that trust in the

downtime in the off season of

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black Friday and then come that

decision to like make that purchase.

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Then they take advantage of it.

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Yeah,

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jess_1_08-02-2024_130737: really

helped support this, especially with

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Instagram is, and we talked about,

did we talk about this tool in our

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last, I don't but is many chat.

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So I'm sure you've seen the people

you know, come at this word to be able

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to get this, and it's an automation

that activates, your nurture funnel.

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And it can be really helpful, especially

when you're trying to bring in a large

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amount of new leads into your list.

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I would say just use caution with it

and make sure that you're kind of mixing

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it up and making sure that not every

single post on Instagram has like a word

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called action and that you're encouraging

organic, real engagement as well.

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Because I have seen Instagram

kind of get mad when it's just

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like, Mini chat CPAs all the time.

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rachel_1_08-02-2024_130737: definitely.

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So then moving into the next stage.

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So we've created a targeted plan.

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We know who we're talking to.

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We're focused on bringing in new

eyeballs into our top of funnel.

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That next layer of it is really

validating your messaging.

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you're not waiting until that sales

email goes out that you're thinking,

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Oh, I'm going to try something new.

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I'm going to try this.

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I'm going to try that.

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You want to take advantage of AB testing,

playing with the experiment of it all

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with the email marketing and everything

through Like AB testing and all of that.

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So taking this idea versus this idea,

taking emotional messaging versus

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analytical messaging and really getting

a level of confidence come launch

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time, come like your promotional

season that you could say, Oh yeah.

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This audience responds to this

types of topics and I can lead with

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this knowing it's going to do well.

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jess_1_08-02-2024_130737: Yeah.

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So I think I've been

experimenting with this myself.

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It's like, oh, what is more like creates

more movement for my audience, like

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money or stress and like figuring out

which one is a core motivational driver.

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And I think I'm really actually leaning

on like you would think everybody

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wants the money, but it's really like

my people are already making money.

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They just wanna like have their life back

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rachel_1_08-02-2024_130737: Yeah, exactly.

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and.

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it's like, I think it's so funny

because so many times people market

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like themselves and you have so many

different people in your audience that

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don't behave like you as a business owner.

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And so it's really important to get

literal data behind These assumptions

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and that you're not just saying

like, Oh, well, I, would like more

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money or I would like less stress

and leaning with that because.

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That's literally just an assumption

that you're putting out there.

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So, A B testing, 100 percent recommend it.

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It doesn't have to just be an email.

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You could do one day if you're in

Instagram, one day you talk only

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very analytical on your stories.

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The next day you talk very emotional

and both days have called actions.

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You see what drives the most result,

what gets the most Views and all of that.

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But yeah, so test subject lines,

test pop ups, test on your website,

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like very various different things.

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you can test everything.

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So that's definitely step one.

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The next thing that I kind of like as

your email marketing person have to

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tell you is that this is now the time.

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To do that list cleanup and

get super, super clear on who

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you're talking to in your list.

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So one of the things that I always

recommend is dropping some type of

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a resource email and tagging people

that click on very specific resources

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and being very intentional about it.

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You're not saying Oh, all three of these

resources are for ideal client a, you're

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saying this person who is not ready to

buy the course, this is their resource.

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This person who is ready to buy

the course, this is their resource.

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And you're making clear distinguishers

between the two so that when you

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come down to like, look at who's

clicking and who's engaging, you can

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clearly see that you have X amount

of people who are ready to buy the

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course that just needs to be sold to.

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So get clear on who's on your

list right now so that come that

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time, you're ready to sell them.

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jess_1_08-02-2024_130737: Moving

into our final thing is my favorite.

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Use systems.

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Not only to improve your conversions

and client experience, but also

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help you get out of the weeds.

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Like, Black Friday is a

holiday for most of us.

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We're going to be wanting to

enjoy time with our family.

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And it is possible.

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I have Launched plenty of campaigns

that were on autopilot come Black

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Friday as they should be like, I think

all launches should be preplanned and

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everything loaded and ready to go.

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And all the automation is

ready to spark off because.

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One, I think sometimes there's so much

like emotional, like heaviness around

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launches, that if you don't have things

preplanned, like you might, and we do like

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experience like dips and stuff is like,

you might get cold feet towards the end.

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You don't want to have to be in

launch energy and trying to come up

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with messaging or scheduling emails.

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You want to have all of that like

plugged and played and ready to go.

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But there's also some advanced

automations that we can do and put

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in that kind of help enhance that

client experience so that they feel

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taken care of even though we might not

be physically like at our computer.

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So Rachel, why don't you talk about those?

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rachel_1_08-02-2024_130737: Yeah.

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Some of the things from an email

marketing side of things, like really

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making sure you have your abandoned

cart set up, that you have, your post

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purchase journey set up so that you're

not worried about onboarding anyone or

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making sure that, the client experience

customer service side is like buttoned

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up, get all of those components.

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Nailed down now so that come that

time, you already know, and you're

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working through all of that stuff.

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If you have a bigger program that maybe

you're just leading everybody to an

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application, making sure you have those

application automation set up, whether

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it's, Google form connects through

Zapier to then your email platform

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or Dubsado versus this, whatever

that looks like having and embracing.

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The technology to get you out of

the weeds is so important right now.

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like how Jess is saying, like, where

you get so consumed by some of these

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launch components and you're like

taking yourself out of the moment where

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it's your holiday with your family

and you're worried about onboarding

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and doing all of this crazy stuff.

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Like it's so unnecessary.

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jess_1_08-02-2024_130737: Yeah.

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All right.

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So those are our four kind of things that

you can do to start preparing now, but

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also we just want to like put a disclaimer

that things are probably going to be a

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little bit challenging and there are going

to be some obstacles, but no matter how

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far you get ahead of Black Friday, because

it just is such a big promotional weekend.

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And number one, you're competing

against every big business there

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is out there, which we talk about

this in the episode we did, like,

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should you have a Black Friday offer?

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It's like fully understanding the

amount of energy and work that you're

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going to have to bring to be able to

compete with all of these big brands

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and kind of having like a gut chalk

with yourself, looking at your numbers.

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And is it really worth the effort, the

energy that you're going to put in based

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on like, How big you think you could

grow your list from now until then.

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rachel_1_08-02-2024_130737: Yeah.

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So some of those like obstacles, no matter

how hard you try, no matter how much you

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plan is literally going to be competition.

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Like Jess just said, you are

fighting against retailers who have

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millions of dollars in budgets and

ad spend that are working to talk

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to the same exact people that you're

having or that you're speaking to.

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So competition as we know during

major promotional things, lower reach

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and engagement is going to happen.

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Platforms that monetize are always

going to prioritize paid ads over

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organic Traffic always like that's

a hundred percent statement.

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So when you're getting frustrated because

you make a post, are you doing this?

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You're doing that on anything

that is algorithm based.

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You literally.

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are fighting against people who are

pumping money into it, which then

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brings me to my next one, which is

if you're doing paid ads, paid ads

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may not convert because you're again,

fighting with all the other paid

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ads and trying to get into like, you

know, that algorithm and all of that.

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So these are things that

are outside of our control.

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What we can do now is like we said,

Really understand who you're talking

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to build that trust with that audience.

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Show them why you, and then get all of

your ducks in a row so that if something

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does happen and your posts aren't

reaching and your emails are doing

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most of the work and you're, you know,

need your systems to set everything

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else up, that could be your 100%.

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And you're not sitting there frantically

trying to create 10 more posts to be

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You know, fill a gap of something like

you just kind of like get it to the

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point where you can set it, have it

on autopilot and enjoy your holidays

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because as business owners, that's part

of the most important thing for us here.

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jess_1_08-02-2024_130737: If you

are planning to pursue Black Friday

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after listening to this episode

and then also our episode is like,

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is it a smart business decision

for you to pursue Black Friday?

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You need to start planning now.

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I think Rachel, you're booked

at like, you're not taking any

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more clients for Black Friday.

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I could probably take one or two on.

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So if you would like some extra

support with Black Friday, and I

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could probably maybe convince Rachel

to like, help me a little bit as we

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like, like the tag team launches now.

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But if you're looking for extra support

around your launch, one of the things that

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I do offer is seasonal launch management.

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So definitely reach out to me on

Instagram, or you can email me.

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And.

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Let's tune in for next week where we

are talking about, we had two different

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things, which I think we were going

to try to stay on the launch train.

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So are we talking about how to plan

your launch calendar or business

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habits things we learned in corporate

that made us better business owners?

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rachel_1_08-02-2024_130737:

Those are both such good topics.

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Let's stay on the launch train

because we're doing that'll be

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three back to back launches.

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It'll be like a little

mini series for you guys.

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And then we'll kind of jump into like

easier listening as you transition

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back to school with, I guess, schools

already going back into session.

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But as you might need a break

mentally from all this lunch talk.

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Okay.

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jess_1_08-02-2024_130737: I feel

like it's needed because everyone

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I know is like either going into

a launch or planning the launch.

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So we'll do launch calendar next week.

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Make sure you tune in again.

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If you found any of our

conversations helpful or

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interesting, make sure that you.

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Leave us a review.

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I don't think you have,

we have any reviews yet.

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So if you leave it, if you're the first

person to leave us a review I'll give

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you a free strategy session, maybe

even my, notion dashboard for free,

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rachel_1_08-02-2024_130737: I'll

throw something in there, too.

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If you're our second person to leave

us a review, I will give you the

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Align Leads formula so you can learn

how to grow your list with Aligned

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Leads and prime it for conversion.

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So, how about that?

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jess_1_08-02-2024_130737: So

you can either get a dashboard

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or an align leads formula.

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And then make sure that you follow.

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Us on Instagram and social media.

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We're going to be posting

a lot more on there.

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And as always, we'd love

to hear from you guys.

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If there's anything you'd like for us to

cover, you can DM us and until next week

345

:

rachel_1_08-02-2024_130737:

We're rooting for

346

:

jess_1_08-02-2024_130737:

we're waiting for you.

347

:

Ooh, that was good.

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