Don’t Leave Money on the Table this BFCM
It’s common knowledge that BFCM are the biggest sales events of the year.
And while most brands put the majority of thier focus on two assets: ads and emails I’m advising you expand your thinking.
Why?
Because, in my humble opinion just focusing on ads and emails is a surefire way to NOT get all the money possible this sales season.
Especially if you identify as green, organic, ec0-friendly, holistic or sustainable.
You KNOW your customers expect more than just slashing prices and sending out a bunch of emails.
They expect to feel like more than a number.
So, if you’re planning on staying around longer than the BFCM season, you need to continue building relationships, creating value and being transparent.
And to do that, you have to go beyond the basics and leverage all your content channels.
Let’s break down why an all-around content strategy is crucial for BFCM success and how you can maximize every touchpoint with your eco-conscious audience.
1. Social Media = Real-Time Connection & Storytelling
Storytelling is everything!
Your customers are deeply invested in your values, your process, and your impact - and social media is the perfect place to communicate that and drive sales.
Heres how you can implement this into your strategy:
Show Your Sustainable Practices: Use Instagram Stories to give a behind-the-scenes look at how your products are made. Highlight eco-friendly materials, sustainable packaging, or how you’re reducing your carbon footprint.
Engage with Your Community: Ask your followers to share how they incorporate your products into their wellness or eco-friendly lifestyle. Feature user-generated content (UGC) to build trust and show real-life examples.
Run a Cause-Driven Campaign: Tie your BFCM campaign to a cause. For example, donate a portion of sales to environmental efforts or plant a tree for every purchase made during the event. Let your audience feel like their purchase is making a difference.
2. educate and inspire with blogs
As a green brand you have the unique advantage of educating your customers about wellness, mindful living, and eco-friendly practices. Blogs are your chance to do this while subtly leading people toward your products.
Here’s how:
Create Product Guides: Instead of focusing on hard selling, write about how your products support a sustainable or holistic lifestyle. For example, a guide on "Sustainable Wardrobe Staples" or "How to Build a Low-Waste Skincare Routine."
Focus on Values: Write a blog post about your brand’s mission and values that resonate deeply with conscious consumers. For example: “The Importance of Organic Ingredients” or “How We Reduce Our Carbon Footprint.”
3. Landing Pages That Tell a Story
Your landing pages aren’t just about pushing a sale. They should tell your brand’s story, reinforce your values, and build a deeper connection with your customers.
When crafting your landing pages be sure to do the following:
Include Clear Messaging About Impact: Communicate not just what the discount is, but also the impact of the purchase. Let them know how buying from you is better for them and the planet.
Use Visuals to Show Your Practices: Instead of generic product shots, include images that showcase your eco-friendly packaging, production processes, or even testimonials from real customers who love your sustainable approach.
Incorporate Cause-Related Call to Actions: For example, “Shop consciously – For every $50 you spend, we’ll plant a tree.”
See how eco.house a zero waste shop states the benefits of shopping with them:
Dribble.com
4. Remind Them of the Impact with retargeting
Not every customer will purchase the first time they see a BFCM offer, but for holistic and sustainable brands, retargeting isn’t just about giving a discount – it’s about reminding them of your values and the positive impact of their purchase.
Think:
Personalized Email Follow-Ups: If a customer leaves something in their cart, remind them of how their purchase contributes to eco-friendly practices or supports a good cause. "Forgot something? Don't miss out on our zero-waste bundle and help reduce plastic waste."
Impact-Driven Retargeting Ads: Show them the product they viewed along with a message about the positive effect their purchase will have. For example, “Complete your purchase and help us plant 1,000 trees this BFCM!”
5. Videos & UGC That Build Authenticity and Trust
Conscious consumers trust brands that are authentic, transparent, and walk the talk. Videos and user-generated content (UGC) allow you to showcase real stories of impact and product use in a meaningful way.
Here’s how:
Create Testimonial Videos: Let your customers share how your products have helped them live more mindfully or sustainably. These real stories build authenticity and trust.
Film Behind-the-Scenes Videos: Show the care and transparency behind how your products are made. For holistic brands, this might be how your ingredients are harvested. For sustainable brands, it could be how you source your materials or reduce waste.
BFCM isn’t just about driving sales – it’s about telling your story, building trust, and connecting with conscious consumers who care about the same things you do. While emails and ads are important, they’re only part of the equation. By utilizing social media, blogs, landing pages, and authentic content, you can maximize your impact, sales, and customer loyalty.
Need examples on how to do this?
Click below and download the Don’t Leave Money on the Table This BFCM Idea Guide.
