How to define a Lookalike audience for Black Friday?

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Black Friday has been the event not to be missed for a few years now! For businesses, it is an opportunity to increase their sales and visibility. The most important thing for any business is to focus on good communication and activate the right levers! And why not target prospects similar to your customers for a better conversion rate? This solution is made available to you by Wellpack thanks to Black Friday lookalike targeting.

For Black Friday, bet on a Lookalike audience
Why optimize your targeting for Black Friday?
As we know, Black Friday is an unmissable event of the year. For businesses it is the time to increase their turnover. For consumers, it is the opportunity to make good deals.
According to Oberlo 's infographic, 56 million online transactions were made in France in 24 hours on this occasion. According to the same study, 62% of French people buy every year on Black Friday.
Before discussing the term Lookalike, we remind you that it is essential to have a good data marketing strategy. For all operations, remember to work on your targeting and segmentation based on the latest information you have! We invite you to consult our existing article on data marketing for more information.
Your targeting can be done on professional, social, family or demographic characteristics. Good targeting also includes your customers' interests as well as their purchasing intentions and preferences. Coupled with the impact of Black Friday, this will allow you to increase your sales and your conversion rate.
Now imagine if you only target prospects with a profile identical to your current customers? Good news, this targeting is achievable thanks to Lookalike  Black Friday .

Lookalike, what exactly is it?
This expression comes from English and refers to a strong website development service resemblance between two or more elements. In IT, this can be the similarity between two files, which seem totally identical. In marketing, a lookalike audience refers to targeting prospects similar to current customers. This is possible thanks to the information collected on your customers such as their interests, socio-demographic or cultural characteristics. Then with the intervention of AI, an audit of prospects with characteristics common to your customers will be generated.



The goal of this targeting is to reach the “twin” profiles of your current customers.
Effective targeting for SMS, email, display or telemarketing campaigns . The lookalike will allow you to optimize the quality of your contacts during your acquisition campaigns.
As we have seen, Black Friday is an opportunity to get people talking about you, and on a large scale. Lookalike is the guarantee that you will be addressing your customers' twin prospects. Combining the two for the duration of a campaign means putting all the chances on your side!
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Setting up good communication for Black Friday
Black Friday is the perfect opportunity to acquire new customers! This is the time to increase your sales as well as your acquisition of new customers.
The correct implementation of lookalike targeting
First, it is important to enrich the customer database to have the most information about them. Once your customer database is enriched and cleaned, think about segmenting it.
Targeting can be done according to their interests, preferences, intentions, socio-demographic and professional characteristics.
This segmentation will allow you to create typical profiles and identify the most relevant customers for your business.
Once the profile of the ideal customer is determined, it will be time to move on to a lookalike strategy .
It will then be possible to compare your customers to a prospect base to bring out the “twin” contacts. Targeting people similar to your customers will allow you to have better commercial results.
After having defined the right targeting, all that remains is to use the right media to ensure your communication.
Why optimize your targeting for Black Friday?
What better way to generate visibility and increase your sales than to opt for 360° communication? After defining your lookalike audience, here's how to optimize your campaign.
SMS Marketing
Popular and appreciated by companies and customers, SMS is an essential communication tool. Today, the majority of French people have a mobile phone, and an SMS is generally read within the first few minutes. It therefore becomes difficult in these conditions to miss your target.
This landing page can highlight an offer or the products you want to boost. In order to make this event a success, the landing page can be fully customized and distributed quickly using SMS support.
For theFor example, for Black Friday you can create an enriched SMS campaign and create a landing page for the occasion.
Nothing could be simpler to set up with our Wellpack sales advisors!
mobile site for black friday
Social networks
For an occasion like Black Friday, it is wise to adapt your social networks and their content. Platforms like Facebook and Instagram are good communication media for this.
For example, you can create posts to highlight your future promotions and create engagement. It is also possible to publish content on the theme and in the colors of Black Friday. Adapted communication will allow you to differentiate yourself and create an expectation on the part of the consumer.
Emailing
Email is certainly the most used and appreciated lever for companies. Black Friday can be an opportunity to develop a well-orchestrated email campaign.