Case | How to effectively expand customer base through children’s photography? How to play the private traffic pool

This article shares with you a case study of advertising in the children’s photography circle of friends, exploring new ideas for expanding traffic channels and reserving private domain user pools!

According to the data of the sixth national census, about 16 million newborns were born each year, and the total child population in the country was 222 million, accounting for 16.6% of the total population. The scale of China's children's consumer market has approached 4.5 trillion yuan, and many businesses are flocking to the "piece of the pie" of the summer economy.

As a well-known children's photography agency jointly created by British, Korean and Chinese teams, Meng Xiaozhu International Baby Photography has ignited the magic of attracting traffic and customers this summer. The birth of cute children in the circle of friends has brought more than 200 order conversions in just one month. The circle of friends channel has attracted fans and expanded the volume, with more than 800 fans in one hour during peak hours. By increasing the jump of mini-programs and increasing customer retention, the brand's private domain traffic reserves have been further improved!

1. Policy expansion + multiple optimizations to break the shackles of customer acquisition traffic

The launch of the third advertisement every day in WeChat Moments has brought more opportunities for merchants to grab traffic. Advertisers have seen the favorable policies and, after multiple tests and optimizations, have opened exposure periods to gain more brand awareness.

Creative display of outer circle of friends

In terms of outer layer style optimization , advertisers have tried single-image large cards, 6-image carousel large cards, 6-image ordinary text and image outer layers, etc. Meng Xiaozhu focuses on professional photography of infants and children aged 0 to 6 years old, with cute culture as the core, integrating warm, cute and natural artistic styles. Combined with the style of each set of customer photos, the outer layer of the advertisement is adjusted accordingly to increase visual vitality.

During the summer vacation, we prepare dozens of sets of materials, monitor daily dynamic data and adjust the material layout to keep users fresh.

In terms of outer copy optimization , price lists, limited-time package discounts, and clothing styling scene specials are used to attract attention. The title of the copy mentions the theme of the event and the price number, making it clear at a glance.

2. Public account fans + mini program jump help build a private domain traffic pool

The inner landing page setting of Moments ads undertakes the arduous mission of acquiring and retaining customers and encouraging repeat purchases. Promotion in WeChat Moments can help advertisers retain online customers, convert them into in-store traffic, and promote final sales.

Advertisers first use the inner layer of the advertisement to jump directly to the public account follow-up interface . After following, they can interact with the backend customer service and browse event information.

At the beginning of August, summer marketing reached its peak again. In order to intercept precious online traffic and accumulate customer resources, the optimization team added mini-program jumps on the basis of the native promotion landing page and set more diversion buttons. After the internal optimization, the fan-attracting rate of the official account increased by 30%, and clicking " View more photos " can quickly load the Meng Xiaozhu mini-program, which is deeply rooted in the user's mobile phone and brings convenience for potential secondary consumption and long-term decision-making.

Add traffic entry app to accumulate users

3. Front-end expansion + community operation to create a closed loop of peak season marketing

In addition to breaking through traffic in terms of inner and outer layer styles, landing page diversion entrances, mini-program jumps, and increased exposure, advertisers are also working hard on user positioning and refined customer base operations .

On the one hand, in the exploration of user portraits, when there is sufficient traffic, accurate age, gender, interest and behavior labels will be added, and marital status will be filtered out. When traffic is tight, the labels will be relaxed and the delivery time period will be increased accordingly. In order to avoid repeated exposure, exclusion marketing is adopted, and users who have followed Meng Xiaozhu’s official account will not receive it repeatedly.

On the other hand, the official WeChat public account has set up manual replies , and there is also a dialogue interface after the mini program jumps. Through one-on-one tracking, introduction and customer retention, the customer conversion rate of front-end traffic is close to 25%, and the conversion target cost is controlled within 100 yuan.

The effective customer consultation accumulated through official accounts and mini-programs can be used to strengthen continuous operations through customer communities to solve the pain points of long user decision-making cycles and easy churn in the photography industry.

Tips for operating the children's photography industry

1. Understand the characteristics of the target customer group. When targeting mothers and babies, use lively styles for outer image selection and inner layout as much as possible, and do not use highly saturated tones as the basic color scheme. Multi-image carousel can regularly update materials to increase exposure and freshness.

2. In order to establish users’ favorable impression of the brand as soon as possible, use a native promotion page as a follow-up before entering the mini program landing page. Gain user attention by showing cute baby pictures, limited-time promotions and other content. Brand history and customer reviews can deepen user trust, increase user retention time in mini programs, and further promote user purchase conversions.

3. Combine exposure expansion with public account community operations, and use mothers’ order sharing to attract new users. Directly jumping to the official account follow-up interface can reduce user jump loss; inserting the mini-program jump into the peak season advertising landing page can awaken old users and divert them to the mini-program, activate repeat purchases, and simultaneously enhance fan stickiness and interaction rate, thereby improving long-term retention.

The above sharing is for advertisers’ reference.

Author: Meng Xiaoju

Source: Weimeng Mengju