How to implement fan-adding promotion in the tourism industry? Here are 8 suggestions for you

There are many industries in the market that are engaged in promotion and fan growth, some of which are engaged in search and some of which are engaged in information flow. Among these industries, tourism is a relatively common industry for adding fans. How should the tourism fan search be placed? What details should we pay attention to during the delivery process? The editor would like to share his personal experience and communicate with you. For reference only, any deficiencies are welcome to be corrected.

1. Account establishment and regional blocking

Account building for travel search promotion is more complicated than that for other industries, because the routes will be affected by many factors, such as weather, policies, the situation of the scenic spot, etc. Therefore, account building is a very critical link.

Building a clear account structure is very beneficial for later optimization. Since tourism is nationwide, there is no such thing as investing in only a certain region. Of course, if you don’t mind the trouble, you can still run by region. In addition to blocking the areas of the invested routes, I usually block first- and second-tier cities, because the tourism industry has serious bad spots, and bad spots cause a lot of waste. Moreover, in first- and second-tier cities, there are many account opening merchants and advertising fans.

Additional information about blocking the regions you applied for: For example, if I applied for Guilin, I would block Guangxi because local people seldom choose the routes recommended by our customer service, and most of them would go there by themselves. Moreover, if I recommended Guilin and did not block Guangxi, 50% of the consumption that day would be in Guangxi. So you can shield this area.

2. Avoid being too marketing-oriented

The tourism industry is now mostly based on the fan-adding model, and the current market competition is also very fierce. In the competitive market, with tens of thousands of travel agencies across the country, how can we get customers to add our customer service staff on WeChat?

This depends on several aspects. The first is the display of your account, the second is creativity, and the third is very important - the landing page. I won’t say much about display, which is the first link in the funnel model. Display is mainly related to bidding and matching. Let’s focus on creativity and landing pages.

Be creative , use as many pictures as possible, and use advanced styles and flash shots. This can increase clicks. It is recommended that the creative title should not be too long and can be composed of short words and sentences. Then add punctuation before and after the wildcard and break the sentences properly so that the title or description does not look like one long sentence.

The landing page must be a combination of text and pictures, or have a dynamic picture or a short video. If your page is full of text, customers will not have the patience to read it; the second point is that there should not be too much micro-information on the page. If your page displays too many customer service names and WeChat accounts, it will give customers a bad impression and appear too marketing-oriented.

A good way is to use both pictures and text, put some pictures of beautiful women with local attractions, and then insert the customer service name and phone number in the middle. Try to use attractive pictures of local attractions and people and scenery, which are pleasing to the eye and give people a heart-pounding feeling. Then when you see the customer service phone number, you can add it for consultation.

3. Page review

Those who work in the tourism industry know that Baidu's information flow review is relatively strict, so in general, when a review is required, a dedicated review page will be placed. Once the review is passed, the fan-adding page we usually need will be replaced. In general, the review will not be too strict. Many novices do not know how to pass the review, so you can refer to this.

In terms of information flow bidding , each new idea will cost 0.5-0.8 yuan more than the old one. For pictures, large pictures are more expensive, small pictures and sets of pictures are cheaper, and the conversion rate of three pictures is slightly higher.

4. Clear distinction between off-season and peak season

The difference between the peak and off-peak seasons in the tourism industry is particularly clear. During the peak season, hundreds of people can be added a day, and the cost is quite considerable. During the off-season, only dozens of people can be added a day, and the cost is still quite high. In response to this large difference, different strategies can be used to properly allocate channels during peak seasons and optimize costs. In the off-season, we should optimize channels, work hard to increase sales, be flexible and not stick to one approach. You can also do some soft articles or self-media marketing during the off-season . It can also have a certain effect.

5. Add powder time

Regarding the time to add powder, generally the quality between 1-5 am is not as good as other times, so if you can add powder, it is not recommended to choose to add it in the early morning. According to customer service, the transaction rate of powder added between 8 am and 10 pm will be better. Of course, it also has something to do with the company and the line. The time can be adjusted according to actual conditions.

6. OCPC and industry fixed investment

Based on practical experience, the effect of fixed investment and powder addition in the industry is very good . As for the website, it is recommended to expand it once every half a month and then review the keywords frequently. The price bid can be slightly lower than the keyword bid. The effect of Ocpc is also very good. If this product is used properly, the quantity can be greatly improved and the cost can be controlled. When doing ocpc for tourism fans, you must do a good job of tracking conversions. Usually, tracking conversions is done by choosing code monitoring. There is a lot of content about ocpc fan increase. Due to limited space, I will summarize the experience of the launch later.

7. Powder adding system

For the powder adding industry, the powder adding system is also very important. Whether it is a system developed by the company itself or a purchased system, as long as you do a good job of monitoring, you can control the effectiveness of the account.

There are many systems on the market for adding fans and promoting sales, and their functions can basically monitor the adding behavior. This monitoring is very useful for us to do a good job in keyword conversion. We add a tracking code to each keyword of the account, and then use vlookup to search and make a keyword fan table (conversion table) based on the added data of the fan-adding system. In this way, we can adjust the price of the keywords reasonably. The practice of keyword conversion table is the same as that of other industries, except that consultation becomes addition.

8. Channel differences and account opening precautions

Personally, I think Baidu is unstable, but it has the largest volume and is convenient for account adjustment. 360 has a large search volume, but many advertisements and poor matching. When it is good, the effect is very good, but when it is bad, the effect is ugly. Sogou’s quantity is not large, but the quality is better. The quantity of Shenma is small and the cost is relatively high. Most of the time, it mainly depends on the competitiveness of the channel line. If you want to expand the volume, you can optimize two Baidu accounts separately, one account to promote keywords + industry fixed investment, using CPC. Another user can use ocpc to complement each other.

In addition, when opening an account, if you are opening a non-corporate account, try to find some old accounts in the industry. Currently, the opening of non-corporate accounts is not very stable, so newbies should pay attention.

At present, the quality of tourism fan-adding and large-scale search is relatively good. The above may just be some methodologies, but as long as these details are truly applied, I believe the account effect will not be too bad.

During promotion, we must not only be familiar with the route environment, but also analyze the consumption psychology of tourists, so that the quality of fans brought by the adjusted words will be better. As far as Baidu big search is concerned, keywords + industry fixed investment + ocpc is a good combination. Friends who are interested can also try it.

author: leaf

Source: Aichisem