Happy New Year! 🎊 As we welcome 2024 and what is sure to be an exciting year ahead, it's time to welcome a new addition to the SelectFew family: our bi-weekly newsletter titled The Growth Gazette.

Before you groan and sigh about ‘yet another newsletter’, here is a solid promise from the SelectFew team:

This newsletter will only go out if it is packed with original, info-packed gold that you can take and apply to help your own business grow.

In our inaugural issue we’re thrilled to share insights from our recent consumer marketing event, "The Last-Minute Maverick: BFCM Success Unveiled," where our Senior Strategist and growth guru Matt Swulinski decoded the secrets to dominating Black Friday and Cyber Monday sales - even at the last minute.

This will be the first of many emails where we share Marketing Strategies, Tactics, and Learnings from our unique perspective as the system-builders and distributed marketing team of hundreds of venture-backed startups and enterprise organizations.

Tune in bi-weekly to learn actionable ways you can grow your business, and forward it to a founder or marketing friend that you’d like to see succeed. And for those of you who have forgotten who in the world we are (we’re not offended, it’s ok), check out SelectFew here.

🌟 Event Recap: Last-Minute BFCM Success: Playbooks Unveiled 

Our masterclass on transforming the crunch time into a golden opportunity, all through the lens of putting together the perfect Thanksgiving meal.

Here is a written summary of everything we covered! If you want to watch the recording of the whole session check it out here!

In this resource we’ll cover:

• Quick wins / playbooks that can be implemented same day & in time for BFCM impact (Can & should be used for all your sales coming up in 2024)

• Conversion tracking must-haves & how to approach zero & first-party data

• Site speed, site optimizations, landing pages, and mobile optimization

• How to maximize Paid Spend during the crazy weeks ahead

• Email & SMS best-practices to maximize conversion rate & engaging your existing list/customers

🥗 The Appetizer - Gathering Ingredients for Success

1. First Party Data - The Fresh Produce of Marketing 🍎

Imagine walking into a farmer's market. Each piece of produce tells a story - where it's from, how it's grown. That's first-party data for your client’s brand. It’s data that their customers give them directly, creating a narrative that's ripe for personalized marketing. With the right approach, you can transform this data into lead-generating powerhouses.

• Engagement is Key: Start conversations on social media, run interactive polls, or quizzes. It’s not just about gathering data; it's about engagement that leads to conversion. Quizzes are a great tool to leverage to guide people to the right product, but also allows us to personalize every touchpoint.

• Value Exchange: Offer a compelling reason for customers to share their information. Whether it’s an insider's look into your BFCM deals or an e-book on holiday shopping hacks, make sure it's irresistible.

• Privacy and Trust: Be transparent about data usage. Reassure your customers their data is in safe hands, like a chef assuring the quality of their ingredients.

Tools you might consider using:

• Elevar for Server-side tracking

• Retention.com for Email Capture outside of pop-ups

• OctaneAI for Quizzes

2. Mobile Optimization - The Chef's Sharp Knife 🔪

Every chef needs a sharp knife, and in the digital world, mobile optimization is your tool of precision. With most traffic pouring in from mobile devices, your mobile site and landing pages must be Michelin-star worthy.

• Speed is a Delicacy: A fast-loading page keeps the user engaged. Aim for under 2 seconds; it’s the difference between a snack and a feast. Every millisecond of improved speed results in more revenue through this remainder of Q4

• Responsive Design: Like a good sauce, your mobile design should blend seamlessly across devices, enhancing the flavor of the user experience.

• Checkout Simplified: Reduce steps to purchase. Offer a guest checkout option, and use auto-fill for return customers. It’s like skipping the line at a gourmet buffet.

Tools you might consider using:

• Nostra.ai for edge caching of the website

• Replo for best in class eComm landing pages

• Mobile first & eCommerce landing pages that educate & sell all in one LP

For each suggested strategy to speed up a Shopify Plus website, here are some best-in-class Shopify solutions or apps, along with advice on specific code edits that can be applied to Liquid theme files:

• Utilize Browser Caching and CDNs: Shopify itself provides a world-class CDN via Cloudflare that ensures quick loading globally. You can check the CDN status on Cloudflare's status page. Shopify also sets browser caching for cacheable resources to one year. This includes image files, PDFs, JavaScript, and CSS files. Another solution is Nostra.ai which has more servers & faster caching time to edge out competition.

• Optimize Images: An app like Crush.pics Image Optimizer can reduce the file size of your store’s images, which speeds up loading time and assists in image SEO by renaming your images and ALT tags to describe the products they represent. The app offers different plans, including a free tier with manual upload and compression, and various paid tiers with automatic compression and additional features.

• Fast and Lightweight Themes: The Shopify Help Center recommends using system fonts and consulting your theme developer for guidance if you're using a free theme from Shopify. For third-party themes, contact the theme developer or hire a Shopify Partner. Themes like Dawn are optimized for performance. Moreover, it's essential to disable theme features you don't use to balance store features and speed.

• Optimize Use of Shopify Apps: If an app is not necessary or slowing down your store, consider disabling features you don't use or removing the app entirely. Some apps can help remove their code by wrapping it in {% comment %} tags. Unused app code should be removed to avoid running code for unused features and make your theme code easier to read.

• Implement AMP: Shop Sheriff AMP Pages is an app that creates mobile-optimized pages (AMP) that are cached and pre-loaded by Google. This can improve speed, help you pass Core Web Vitals, and boost SEO. The app offers a powerful page-builder, integrations for features like reviews, and different pricing plans, including a free option with basic features.

• Refine Your Code: Shopify's Theme Inspector for Chrome can help identify lines of Liquid code slowing down your pages. You should avoid doing complex operations repeatedly within Liquid code to minimize render time. For instance, ordering products in a collection should be done before looping through the products, not during the loop.

• Advanced Page Speed Optimization: Hyperspeed is an app that provides a comprehensive suite of tools for improving your store's speed, including LazyLoad, critical CSS, minification, app caching, JavaScript deferral, and more. Its pricing plans start from $49/month after a 7-day free trial, with features like unlimited image compression and automatic monitoring.

3. The Art of Suspense - Seasoning with Excitement 🧂

Anticipation can be as delightful as the feast itself. Building suspense is akin to marinating your meat; it enhances everything. Your BFCM campaign should make potential customers hungry for more.

• Tease with Sneak Peeks: Reveal just enough to tantalize, like the scent of a baking pie wafting from the kitchen. Use 'Coming Soon' pages, and behind-the-scenes glimpses on social media.

• Countdown Timers: They are the ticking clocks of excitement, reminding visitors that something great is just around the corner.

• Social Proof and Hype: Stir in user-generated content, influencer shoutouts, and customer testimonials to validate the buzz around your upcoming deals.

4. Setting the Table for Success 🍽️

As we wrap up the 'Appetizer', remember, the right start sets the tone for the feast ahead. Gather your first-party data like a basket of fresh ingredients, ensure your mobile experience is as sharp as your chef's best knife, and marinate your campaign in suspense to create that perfect sizzle. You're not just selling a product; you're serving an experience. Stay tuned as we prepare for the 'Main Course', where we'll turn these starters into a full-fledged banquet of sales."

For the final weeks leading up to BFCM, consider implementing the following strategies to create suspense and anticipation for your campaign:

• Retarget with Banners and Pop-ups: Use personalized banners and pop-ups to retarget visitors based on their previous interactions, such as products viewed or abandoned in the cart.

• Utilize Heat Maps: Install heat maps to monitor customer behavior on your website, allowing you to optimize hotspots with festive designs to enhance the holiday shopping mood.

• Foster Customer Relationships: Collect contact information from BFCM shoppers to engage them with newsletters, offers, and personalized recommendations, turning one-time shoppers into lifetime customers through loyalty programs and omnichannel messaging.

• Diverse Shipping Options: Offer a range of shipping options, including free shipping for high-value purchases, expedited shipping, and eco-friendly delivery, providing customers with the flexibility to choose according to their needs.

• Post-Purchase Engagement: Develop a post-purchase strategy that includes timely updates about order status and consider using branded tracking pages as a platform for cross-selling and upselling.

• Exclusivity for Members: Provide early access and exclusive offers to email subscribers and loyalty program members to make them feel valued and special.

• Countdown Timers and Website Optimization: Utilize countdown timers to create a sense of urgency and ensure your website is optimized to handle increased traffic, with clear product descriptions and social proof to encourage purchases.

🍗 The Main Course - Hearty Strategies for a Feast of Conversions

Welcome to the heart of our marketing banquet, where the stakes are high and the rewards are plentiful. Let’s dish out robust strategies that will not only fill your table but ensure your guests are satisfied and ready to return. Let’s plate up some Paid Marketing strategies, sprinkle in Early Bird Sales tactics, and garnish with Email/SMS Marketing wisdom.

1. Paid Marketing - The Entrée of Acquisition 🥩

Paid Marketing is the entrée of our digital feast. It's where you spend wisely but can gain massively. In the sprint of BFCM, every cent and second count.

• Bid Strategies: Treat your bids like a fine wine selection — tailored to the occasion. Use Cost Cap bidding to control your costs without compromising reach.

• Budgets: Allocate your budget like distributing ingredients for a multi-course meal. Put more into winning dishes and adjust as taste — or in this case, data — dictates.

• Creative/Copy Insights: Your ad creatives are your dish presentations. They need to be eye-catching, mouth-watering, and memorable. Customize your messaging, use vibrant visuals, and ensure your value proposition is as clear as the clink of a toast.

Tools you might consider using:

• Motion for Creative reporting

• TripleWhale for mutually exclusive attribution & what is actually driving performance

• Revealbot for scaling heavily during any sale ramp period.

2. Early Bird Sales - Warming Up the Oven ♨️

Early Bird Sales are like preheating your oven. You're getting ready for the big day, and you're enticing your audience with the aroma of what's to come.

• Pre-Sale Buzz: Launch teaser campaigns. Offer a sneak peek of your sales to your VIP customers. It’s like giving them a taste test before the grand meal.

• Competitive Incentives: Know the other players in the kitchen. What are they cooking? How does your menu stand out? Perhaps it's a unique recipe or an exotic ingredient. In marketing terms, it’s your unique selling proposition that sets you apart from the rest.

3. Email/SMS Marketing - Seasoning the Conversation 🌶️

Email and SMS Marketing are the seasoning to our conversation with customers. It's direct, personal, and if done right, incredibly potent.

• Effective Cadence: Like a metronome in a symphony, your message delivery should be timely and rhythmic. Overdo it, and you risk turning off your audience; underdo it, and you may be forgotten.

• Effective Messaging: The tone, the offer, the call-to-action — they all have to resonate with your audience's current mood and needs. Is it a comforting, familiar dish they seek, or are they in the mood for something adventurous and new?

Examples:

• Understanding Your Audience: Develop detailed buyer personas and analyze past email performance to refine your content and offers.

• Clear Goals and Objectives: Set specific, measurable, and realistic goals for your campaign, like revenue targets or customer acquisition numbers.

• Email List Quality: Grow and segment your email list for targeted campaigns and maintain its health by removing unengaged subscribers.

• Personalization: Tailor your content to match the recipient's preferences, past purchases, and behavior for better engagement.

• Compelling Content: Create engaging, concise, and persuasive email copy with clear CTAs, and incorporate visuals and multimedia.

• Visually Appealing Design: Choose the right template and ensure emails are mobile-responsive and visually appealing.

• A/B Testing: Experiment with different elements in your emails to find what resonates best and to enhance open rates and ROI.

• Email Automation: Automate emails based on behavior, like abandoned cart recovery, welcome emails, and review requests.

• Urgency and FOMO: Use limited-time offers, countdown timers, and scarcity to create urgency and encourage quick action.

• Mobile Optimization: Ensure all emails are optimized for mobile users, with mobile-friendly CTAs and responsive design.

4. Savoring the Strategy 😋

As we tie up the 'Main Course', remember that your BFCM success is a combination of well-executed strategies that complement each other. Think of it as a perfectly balanced dish, where each flavor profile, from your ads to your emails, works in harmony to deliver a memorable experience to your customers. Now, let's set our sights on the 'Dessert' where we will learn to sweeten the deal and leave a lasting impression

🥧 Dessert - The Sweet Finish to a Strategic Feast

As we come to the sweet conclusion of our strategic feast, we focus on the elements that will leave a lasting taste — the kind that keeps customers coming back for more. 'Dessert' is about the power of emotion in marketing, the authenticity that cements relationships, and the urgency that drives action.

1. Harnessing the Power of FOMO 😨

FOMO, or the Fear of Missing Out, is the chocolate ganache of marketing — rich, indulgent, and hard to resist. It’s a powerful motivator, especially when time is ticking on exclusive deals.

• Create Urgency: Like a limited-time offer on a specialty dessert, create urgency in your campaigns. Use real-time stock counters, countdown timers, and flash sales.

• Exclusivity: Offer 'members only' deals. It’s the VIP lounge experience in the digital world. People love feeling part of an exclusive club.

• Leverage Social Proof: Showcase how others are enjoying your deals. Like dessert pictures on a menu, this visual proof can entice others to indulge.

2. Authenticity in Organic Social and UGC 🤝

Next, let's talk about authenticity — the wholesome, organic ingredients that make your brand relatable and trustworthy.

• Embrace Imperfections: Show real-world use of your products, not just polished ads. It’s the homemade versus factory-made appeal.

• Humanize Your Brand: Introduce the team, share your brand story, and your BFCM excitement. It’s like sharing the family secret behind that famous pie.

• User-Generated Content: Encourage and share customer reviews, unboxings, and stories. It’s the word-of-mouth recommendation for the digital age.

3. Decision-Making Psychology 🤔

Finally, let's sprinkle in some psychology to help customers make those last-minute decisions.

• Simplify Choices: Too many options can overwhelm. Offer bundles or highlight best-sellers. It’s like recommending the chef’s special when the menu is too vast.

• Reinforce Value: Keep communicating the value and benefits, not just the discount. It’s the difference between cheap and valuable.

• Social Engagement: Engage in real-time on social platforms. Answer questions, offer support, and showcase your community involvement. It’s the personal touch that often seals the deal.

As we conclude our 'Dessert' and thus our marketing banquet, remember the sweetest finish is one that creates a memory, a connection, and a desire for more. Use FOMO to create urgency, authenticity to build trust, and decision-making psychology to guide those final, crucial actions. Let's ensure that this BFCM, your brand is the cherry on top of a profitable season.

🙌 Join Us for More! Missed the event? Don't worry! Join us for our upcoming sessions where we'll dive deeper into each strategy, ensuring our brand stands out this year. Let's make 2024 a year of record-breaking success together!

We hope you liked our first newsletter & our recap of the best strategies that allowed us to beat every single on of our client’s Q4 goals this past year. If you’d like to implement some of these strategies but feel at a loss to either hire, source, or select the team to work with to do so, come chat with us at SelectFew.

Wishing us all a prosperous and exciting year ahead,

P.S.: Your thoughts are invaluable. Reply to this email with any questions or feedback, and let's tailor our approach to perfection! 🚀