Effective techniques to increase followers through Baidu promotion! Replicable practical cases!

In the cold winter of the Internet, many friends have been asking themselves repeatedly, what other projects can be done or what revenue can be generated? Today, I will talk about one of the hottest projects in 2019, Internet insurance, or more precisely, Internet insurance brokerage .

A friend asked me how I judge it. Roughly speaking, as long as there is a new gameplay and the daily advertising investment exceeds hundreds of thousands or even millions in a short period of time, I personally think that this is a standardized product, the target population is universal, and the marketing is replicable.

In the above market context, the author takes the promotion of insurance public accounts through Baidu channels as an example to share how to promote and how to cooperate with operations to achieve the desired results. After reading the article, you can also draw inferences from it to other industries.

1. Purpose of spending money

Through targeted keyword screening of users who are interested in purchasing insurance, the transaction conversion can be facilitated through chat on official accounts, WeChat groups and other chat tools.

Baidu bidding and fan marketing path process▼

From the figure, we can see that the path has 5 nodes. Compared with the form, this path is quite complicated, and many people generally doubt whether this method is effective. Here, the author clearly tells you that it is effective.

Let’s first take a look at the real-time advertising cases to see how other people’s materials and pages attract users.

Step 1 : Baidu keyword advertising

Step 2 WeChat official account article soft text page

Step 3 Scan the QR code or search to join the group, follow the official account, etc.

Step 4: Sales follow up with users and operations feedback on performance

At this point, some people may ask, is it really that simple? It seems not difficult at all?

In fact, it is not that simple, but it is not difficult at all, just put old wine in new bottles.

But even so, when I started to invest in insurance, I was completely confused and couldn't get the project done. After deep thinking at night under pressure, I finally found the reason: I didn't understand the industry .

Later, I spent some time to catch up on some insurance knowledge and collected some research reports. I had a general understanding of the industry and my performance improved.

I think there are three reasons why insurance brokerage can be successful:

1. In recent years, user demand has actually been very strong, but ordinary people really cannot understand insurance in just one sentence. In addition, traditional insurance companies still mainly rely on insurance agents for sales, and the online model is a cold shopping mall, so this potential demand has been blocked.

2. Insurance products are highly homogeneous, and the products sold through various channels are similar. Or you cannot imagine that insurance companies launch new products just like changing socks.

3. In essence, the sales of insurance have become a competition for channel traffic. If you have worked in the Internet, you will have a great advantage.

At this time, let’s review the purpose of spending money. It is to tell users that if you have any doubts in your heart, you can come to us, instead of shouting at them to buy, buy, buy! ! !

2. Understand the industry

Why do we say that what we need to do is to solve doubts? This is determined by the business attributes.

Anyone who has run an advertiser knows that if you directly target people who have an immediate desire to buy, won’t the conversion rate be higher?

But in fact, this is the paradox that insurance cannot avoid.

You know, what kind of people would take the initiative to buy insurance?

It is usually caused by external stimuli, such as reading a piece of news, or something major happening to someone familiar around you, and then the idea of ​​buying such things will arise based on one's own situation. Just like people who fly frequently will buy aviation accident insurance, but do insurance companies like it? The probability of accidents happening to these people is relatively high, and the cost of acquiring customers is also high, so they really can’t make any money.

Therefore, insurance companies like those people who buy insurance passively, those who are insured without knowing it, and those who are scared by alarmist remarks. Just buy it, spend money to buy peace of mind!

In this case, it is necessary to trigger and educate users through soft articles, and it is best to create intersections in the capacity of a neutral third party.

The identity of the third party is actually an insurance intermediary, including: insurance agents, insurance brokers, and insurance appraisers.

Insurance agents and insurance brokerage companies mainly help insurance companies sell products, but insurance brokers are stronger than insurance agents and can design products for customers and negotiate with insurance companies.

The main difference between the two is that insurance brokers can provide products from multiple insurance companies, while insurance agents can only represent products from one insurance company.

Below, the author has sorted out the comparison of sales models of various insurance companies:

Three insurance sales models▼

These three different models determine the large differences in the number of customers acquired, the cost of acquiring customers, and the recommended insurance products, among which the community model has obvious advantages .

First , the community has many marketing methods, and can answer questions and solve doubts for a wide range of people in an infinite number of segments;

Second, marketing forms differentiated competition with traditional insurance companies, with large customer acquisition and low cost, and traffic dividends;

Third, the form of combination insurance increases the average customer price, which means there is a certain profit margin and the front-end customer acquisition cost requirements are more flexible.

So is it appropriate for insurance brokerage companies to do this? After all, they represent the interests of users.

It is true that everything is good, but not everyone can do it. The difficulty lies in how to acquire customers, and to acquire customers on a large scale, the company's sales capabilities must be strong (I have heard that it is quite difficult to recruit insurance sales talents). The industry policies will not be discussed here.

3. Target audience

Before determining the target group, the author will first help those who don’t understand insurance to understand the classification of insurance products. The ones highlighted in red are what we should pay attention to.

Insurance product breakdown table ▼

From the above picture, the types of commercial insurance include: accident insurance, health insurance, life insurance, pension insurance, home property insurance, etc. Among them, the main ones needed by ordinary people are accident insurance, critical illness insurance, medical insurance, life insurance, and car insurance.

Because property insurance is relatively special, some insurance policies are compulsory, the target audience is small and conversion is difficult, so most insurance companies focus on personal insurance. If we look at the average order value, some life insurance products only cost a few hundred yuan at the beginning, such as accident insurance, which is no longer the focus of attention.

Therefore, the core products mainly recommended by insurance brokerage companies are critical illness insurance (the premium can be paid in one lump sum), and are also combined with life insurance, medical insurance, and accident insurance.

Personalized home insurance plan▼

Now the target group can be determined:

1. Intercept users who need critical illness insurance and directly recommend plans;

2. For passive users who are unclear about their needs, it is necessary to repeatedly test neutral article guidance.

At this point, some friends may say, you have said so much before, can't you just directly ask your boss or leader what users you want?

Of course you have to ask your boss, and you also have to talk to sales. More importantly, you have to study the industry yourself. With an understanding of the industry, the execution process will be down-to-earth, and other people who cooperate with you in the work will have an anchor and will not deviate from the direction.

4. Content Production

The first step in the execution phase requires the editor to write the soft article . The title of the soft article should be proposed by the person in charge of the placement himself, and the editor can freely express the details of the soft article.

The overall vocabulary pattern of soft articles is: being cheated, big cheat, cheat goods, in short, there are many cheats; trap, warning, misunderstanding, routine, good or not, worth it, how about it, don't pay attention, don't buy it easily, don't buy blindly, don't follow the trend, think twice, and want. . .

The rules of the content structure of soft articles: first, one or two lines of introduction (Oh, insurance is so difficult to understand, there are so many pitfalls), then the expert comes out to make the point (I am an expert, listen to me talk about these aspects), then detailed content is output (for comparative analysis, try to include tables), and finally there must be a paragraph of content that connects the previous and the next, so as to facilitate the interruption of the content to guide users to the WeChat account.

Soft article page corresponding to the search term▼

5. Build a platform

Judging from the current situation of each company, no matter whether it is a WeChat account or joining a group, it will eventually be directed to the WeChat service account .

Why is it a service account?

WeChat stipulates that subscription accounts cannot call QR codes with parameters, so subscription accounts cannot generate QR codes.

There are almost 7 steps to build the whole process:

1. Open a cloud server

2. Register a domain name (some have passed)

3. Apply for filing (some have passed)

4. Create a node background code to verify the token

5. Deploy code on the server, link article library, CRM, etc.

6. Open the official account and configure the server

7. Test functions, attention, conversation

I don't quite understand the detailed technology, so I'll just go over it briefly.

6. Page creation

Currently, most of the page styles of community insurance are imitating official accounts . This page style can be used on both PC and mobile devices. There is no problem and you can copy it.

Standardized pages for soft articles▼

The main difference between PC and mobile pages lies in the conversion page (the page after clicking to read the original text). In addition, the PC side can directly display the QR code on the page and conversion.

However, it is inconvenient for mobile users to scan QR codes, so players have different forms of conversion pages.

Case 1 directly highlights the QR code, and Case 2 also enhances the QR code but gives the user a hint.

Case 3 gives users two clear choices and introduces the addition steps. Case 4 optimizes the UI based on 3 and highlights the copy button.

Important Tips:

1. When designing pages, separate PC pages and mobile pages, and do not share a set of pages.

2. For mobile page conversion design, you can directly use Case 4. If you want to innovate, you can optimize on this basis.

3. For the delivery link format given by the technology, please use a format ending with html, such as xxxxxxx.com/index101.html?id=32424&ss=baidu, and do not nest when developing the page, just use pure html code. The purpose of doing this is to help with SEO rankings. It would be even better if the page could be generated as a physical static page. Especially when encountering database problems, it can be posted normally to avoid real money loss.

7. Data tracking

To track the following detailed data, users must scan the QR code with parameters .

Many mobile users will choose to copy and then follow the public account by searching. There is no tracking data in this process and one can only rely on estimation or infer a value through the copying behavior.

A capable technical team can develop the channel statistics backend by themselves. If time is tight, they can of course use a third party, such as the channel 2D generation function of Weihaobang.

8. Delivery strategy

1. Primary stage

The objective difficulty is that it is difficult to track data on the mobile terminal, and only an overall account can be calculated. Therefore, in the initial stage, it is still necessary to focus on the PC terminal first. After accumulating data on the PC, the materials can be synchronized to the mobile terminal.

2. Stable stage

During the stable phase, the budgets for PC and mobile remain consistent. In addition to critical illness keywords, PC also maintains diversification of other traffic.

On the mobile side, focus on product words and serious illness words. Only after the results are stable can you expand other traffic.

3. Expansion stage

To enter the expansion stage, the average daily consumption must reach at least 50,000. In fact, Baidu's PC traffic cannot support the expansion needs, so time and energy should be transferred to the mobile side. It is said that after the scale is increased, the mobile budget can account for almost 90%.

9. Promotion and Implementation

1. Keyword selection, differentiation from traditional insurance

Traditional insurance blocks words such as scam, deception, and trap, but these words are the key words when placed on public accounts.

2. Creative writing, in the form of questions or self-questioning and self-answering

3. Region of distribution

Judging from historical delivery data, most of the target users come from economically developed regions. Initial delivery can control first- and second-tier cities and provincial capitals, and once the delivery enters a stable period, national delivery will be directly launched.

4. Delivery time

During weekdays, the peak demand for PC launches is between 10 a.m. and 4 p.m., and demand drops significantly on weekends.

Mobile traffic is more dispersed, but the traffic peak usually starts after lunch.

10. Optimization issues

1. What should I do if there is no traffic after the material is launched?

Answer: It is recommended to use Baidu client to set up all accounts at once, upload them together for review, and start delivery together.

2. After going online, the cost of attention is very high.

A: Check the search term report to see if the search term is relevant to the corresponding landing page. If it is not the most appropriate, replace it with other pages for testing.

3. Is it necessary to increase bids to increase traffic?

Answer: If you use the bidding method, you usually do it when you have no other choice. It is recommended to bid between 2 yuan and 4 yuan. Choose an overall bid and don’t adjust the price in the early stage. Just focus on optimizing conversion data.

Finally, what I want to say is that there will be countless problems and various emergencies in optimization, especially the cooperation between teams. I have a principle that whoever spends money is responsible, and the results must belong to the entire team.

Author: Jin Hongjun SEM