Key Marketing Tools for Black Friday, Cyber Monday, and Small Business Saturday


As a small business owner, the holiday shopping season, particularly Black Friday, Cyber Monday, and Small Business Saturday, presents a golden opportunity for skyrocketing sales and visibility. But with great opportunities come great challenges, especially in the realm of digital marketing. How can you ensure that your business isn’t just participating, but actually standing out during these highly competitive days? How can we take our performance during this time to help guide us towards success in the future. This is a problem that I’ve faced first hand running a flower shop in downtown Las Vegas. Any previous success didn’t guarantee future success, and until we implemented a handful of tools, it all seemed like it was based on luck. In time, we found that the secret lies in early preparation with the right marketing tools.

The Value of Early Implementation of Marketing Tools

There’s a common phrase that an ounce of prevention is worth a pound of cure. Preparing in advance for big sales days isn’t just about stocking up on inventory or jazzing up your website’s homepage. It’s about setting the stage for insightful data collection, understanding customer behaviors, and laying the groundwork for future marketing strategies. Implementing certain tools now will give you a trove of valuable data that can inform your marketing decisions long after the holiday lights have dimmed.

When I’m talking to business owners about this sort of stuff, I’ll often get the response that they don’t need to set this sort of stuff up because they don’t have a mailing list, they don’t run paid ads, they don’t have a marketing person. I get that. But just because you aren’t harnessing the power of Google Analytics, or viewing heatmaps of website visits doesn’t mean that you wont want to in the future. Having these things installed now will allow you to benefit from the data in the future, and to hit the other common objection, IT’S FREE!

So if you just go along with me here and set these tools up, you’ll thank me later. Let’s dive in to the actual tactical information you need to make sure these tools are setup before the next Black Friday, Small Business Saturday, or any other event important to your business.

Essential Analytics and Tracking Tools for Future Marketing: Step by Steps

Setting Up Google Analytics

Even if you are already using something like Shopify for your business, the analytics they provide are quite basic without an advanced (Paid) plan. Google Analytics is your go-to free tool for understanding how visitors interact with your website.

To integrate

Google Analytics:

  1. Sign up for a free Google Analytics account.
  2. Add your website details and get a tracking ID.
  3. Insert this tracking code into the header section of your website – if you’re using platforms like WordPress, Shopify, or Wix, they have designated spots for this code.

Once set up, start by monitoring basic yet crucial metrics such as pageviews, session duration, and bounce rates. These numbers will tell you how engaging your content is and where you might need to make improvements.

Utilizing Heat Mapping Tools like Hotjar

Heat mapping tools like Hotjar show where users click, move, and scroll on your website. This visual tool is invaluable in understanding user behavior.

To set up Hotjar:

  1. Create an account and add your site to Hotjar.
  2. You’ll receive a tracking code to insert into your website’s HTML. This can be easily installed with or without the help of a developer
  3. Once active, Hotjar will start recording user sessions and generating heat maps.

With Hotjar, you can identify which areas of your site are getting the most attention and which are being ignored, allowing you to optimize the layout and content accordingly.

The Importance of an Email Signup Feature

An email signup form is your ticket to building a long-term relationship with your customers. Include a simple, non-intrusive email signup form on your homepage and key landing pages. Tools like Mailchimp or HubSpot offer easy integration for collecting email addresses. These contacts become crucial for your post-holiday marketing campaigns, where you can continue to nurture these leads and convert them into loyal customers.

Preparing for Social Media and Paid Advertising

Understanding and Utilizing Advertising Pixels

Pixels are small pieces of code that track user behavior on your website, enabling you to create targeted ads based on that data.

Incorporating Meta/Facebook/Instagram Pixels

  1. Create a Facebook Business Manager account.
  2. Go to the ‘Pixels’ section under ‘Data Sources’ and create a new pixel.
  3. Add the generated pixel code to your website’s header.

This pixel will help you track conversions from Facebook ads, optimize ads based on collected data, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

Google Ads Pixel Implementation

Google Ads Pixel works similarly to Facebook Pixel but for the Google Ads platform. It helps in creating more effective ads based on the website data it collects.

  1. In your Google Ads account, go to the “Tools & Settings” and select “Audience Manager”.
  2. Create a remarketing tag and add the provided code to your website.

By using these pixels, you can create highly targeted campaigns that speak directly to your audience’s interests and behaviors.


Stepping into the biggest shopping season without the right digital marketing tools is like entering a treasure hunt without a map. By implementing these essential tools, not only do you set yourself up for a successful holiday season, but you also lay a foundation for sustained business growth.

For small business owners who may find this setup process daunting or too time-consuming, remember that there are professional services available to handle this for you. As a provider of such services, I can ensure that your business is not just ready for this holiday season but is also equipped with the insights and tools for continued success in the digital arena. Let’s make this holiday season not just about immediate gains but about long-term growth and understanding of your business’s digital footprint.

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