Do this before promoting your information flow to double your conversion effect!

If you want to do something well, you must prepare in advance. The same is true for information flow promotion . If you want to achieve ideal promotion effects and make the promotion more directional, it is essential to formulate an account strategy.

The ultimate goal of any strategy is to be effective, but the prerequisite is that it can be implemented on the ground , otherwise it will be a castle in the air and a waste of time. Simply put, formulating an account strategy is to make an executable promotion plan based on the existing situation and the goals to be achieved.

Before formulating a promotion plan, let us first understand the promotion process of information flow.

Information flow promotion process

1. Target Audience

Information flow is delivered based on the population, and finding the audience that suits you is the premise and foundation of all work.

2. Directional method

Targeting is our means of finding our target audience, and reasonable targeting is the most important component of an account.

3. Account structure

A reasonable account structure is the basis for us to optimize our account. A clear, reasonable and hierarchical account structure can facilitate better data analysis.

4. Creative page

People, creativity, and pages are interrelated and must be viewed in conjunction with each other and cannot be analyzed separately.

5. Data Analysis

Formatting and tabulating accounts is the best way to facilitate our analysis, with hierarchical analysis from broad to narrow and from inside to outside.

Promotion plan formulation

1. Project Analysis

To run a project well, we need to make a comprehensive analysis of the project, such as what kind of project it is, how much is the budget, whether it belongs to large, medium or small accounts, what industry it belongs to, and what results the client wants?

For example, I am in the education industry. Through analyzing projects in the education industry, I learned that there are many brands in the industry and the giants are very strong. Direct attack will definitely not work. But my budget is very low, so I may adopt a precise and roundabout strategy: choose words accurately and avoid peak promotion periods for traffic promotion.

2. Old account analysis

When facing an old account, you cannot act casually, nor can you be afraid to act. Instead, you must act strategically and step by step. If you act too casually and adjust the account according to your own experience after getting the account data, your thoughts may become more and more confused and the effect may become worse.

3. Crowd analysis

Information flow is delivered based on the crowd. Any information flow delivery that is not based on the crowd is rogue, so before promotion, we must do a good job of crowd analysis.

Gender, age, region, occupation, interests, income, education, behavioral characteristics, and Internet access devices are the nine elements of population portraits. They collect and analyze the characteristics of the target audience as comprehensively as possible. If you can clearly outline the image of the representative person of your target group in your mind, the rest of the work will become much easier.

4. Channel selection and analysis

The choice of channel is very important, and often the channel determines everything.

Your familiarity with channels means whether you can choose the right channels for the products you promote, and also means whether you can achieve good results from the promotion.

Only by understanding the characteristics of major information flow channels can we select channels suitable for the release of our own products and formulate different advertising methods based on the characteristics of different information flow channels.

We have summarized the characteristics of mainstream information flow channels in recent years and some delivery suggestions for your reference when selecting delivery channels.

3 major directions + 7 major channels will give you a comprehensive interpretation of the information flow channel selection strategy!

5. Page planning

The page is an important factor that directly affects the conversion rate, so what skills do we have in daily information flow operations?

First, in the golden two seconds, your focus image must reflect "project + selling point"; secondly, it needs to stimulate the user's pain points to generate demand, which is what we call "benefits + advantages";

Secondly, it is necessary to meet the needs of the audience, achieve practical use, and optimize the introduction content to gradually induce them; it is not enough to do all of this, but also to demonstrate the brand's qualifications, and "honor + praise" to deepen trust; finally, it is necessary to be direct and violent in the conversion channel, leaving a form and a phone number.

6. Budget analysis

The budget, to a large extent, determines what kind of promotion strategy we adopt.

The system will allocate traffic to the account based on the budget settings. The larger the budget, the more pre-allocated traffic the system will have.

Generally, when we first start launching, we can set the account budget to 10%-20% higher than our acceptable budget to prevent the system traffic allocation from being reduced when the budget is almost exhausted. The planned budget should be set in advance and determined according to the test budget. It must not exceed the account budget to prevent explosion and excessive consumption so that it can be controlled in advance.

The picture below is a strategy template I divided according to the budget, for reference only.

7. Account Structure

If information flow is spending money to buy traffic, then account structure is a tool to effectively control traffic. A refined account structure determines the high and low costs of our account. It includes three basic elements: planning, units, and creativity, and supports multi-creative delivery.

Plan 1, Plan 2, and Plan 3 have different architectures. Combined with historical delivery and data, choose a structure that suits your account and deliver in a long-term and stable manner.

Early account building is crucial to later data analysis, and data analysis is also different for different account structures.

Regarding the establishment of information flow accounts, we have a special article to introduce:

@Optimizer: If you can’t even set up an account, how can you promote information flow?

8. Creativity

The creative dimension is a very important dimension in the information flow dimension. Creativity plays a vital role in the size of traffic, the quality of traffic, whether it can pass the learning period, and whether the conversion is appropriate.

So how can you write something creative that will amaze people? We have compiled "information flow copywriting skills" applicable to the entire industry and would like to share them with everyone.

Useful information: "Information flow copywriting skills" applicable to the entire industry, you deserve it!

The above is the formulation of information flow promotion strategy. In the entire process of information flow promotion, promotion strategy formulation is only the first step. You also need to:

Learn how to create high-click creatives and high-converting landing pages

Understand the delivery strategy of each platform, rather than blindly delivering without purpose

Able to conduct in-depth analysis of data, rely on data to promote work and drive results

Therefore, newbies, don’t work aimlessly anymore. Information flow delivery is also a test of your own abilities.

Author: Houchang College

Source: Houchang College