Don't Get Discovered in November: Your BFCM Runway, Month by Month

Yeah, I think – not mistake, but what a lot of brands do is that they focus so much on November and, you know, like our Black Friday strategy and they're putting all their budget towards November, all their focuses for November.

Truly a successful and profitable and efficient November comes from a really strategic September and October.

So I think, you know, what I always say is that if your Black Friday, Cyber Monday is starting in November, it's you're doing it wrong and there's much better roadway to lean into.

I think the golden rule when it comes to BFCM is do not get discovered in November.

If you are being discovered in November, you're doing it wrong.

Be discovered in September and October, using September and October to reach new audiences so that when it comes to November, you have the biggest pool of like the biggest audience that are in that consideration phase.

They've discovered you, they've worked out what your product is, they've envisioned it in their life.

November is the trigger for them to convert and the no brainer that this is like, you know, now or never.

So leaning into that, it really does start from September.

I mean, hey, you can do it earlier if you want to, like we've got some Clients, we were already, you know, working on lead gen or, you know, lead gen's part of our BAU always.

But when it comes to September, if there's one kind of theme for September, I would be saying that that is your testing month.

Okay.

This is where you want to test creative, you know, what's working.

Obviously not sale creative, but just, you know, what are the motivators? What are the different hooks, the different creators, all those different angles, the USPs? What are the different reasons why that you can test from a creative point of view to get people to stop scrolling, notice your brand and get them into your orbit? We're going to do an episode all about this soon, but just know that when it comes to your product or your service, There is no one size fits all.

Why one customer will buy from you won't be the same reason why another buys from you.

And so you want to make sure that your creative talks to all those different reasons.

We call them motivators.

So September is the time to be testing all these different motivators because then that will get you more people noticed, winning more bids, incremental reach.

The words of the day is incremental reach leading into November.

So testing, test, test, test, test, test, testing creative, testing motivators, testing targeting, testing different campaigns in your account.

You know, should I be doing a value campaign, you know, maximize the value of my conversions rather than the volume? Should I be targeting lookalike audiences? Should I be doing advantage audiences? Should I be targeting men? I'm normally targeting, like all these different things.

So just testing different theories that you have and testing in September and then also testing different bidding strategies.

Okay, well, I've got the, you know, automatic bidding or the, you know, maximize value, maximize volume.

What happens if I introduce a cost per result goal? What happens if I introduce a ROAS goal? All these different bidding strategies there as well.

So September is just your month of testing.