The fan conversion rate reaches 40%, promotion tips for wedding photography during the peak season!

Just one week after the Chinese Valentine's Day, as the annual marketing peak season for the wedding photography industry, the Chinese Valentine's Day has triggered user attention, order flow, and consumer frenzy, but it has also caused many troubles for businesses:

√ The local market traffic is tight, the overall cost of the industry is rising, the peak season budget is rising, but the effect varies from person to person;

√ The number of national and local top brands in the wedding dress industry only accounts for 1%, but they occupy a large proportion of resources with a consumption of tens of millions. How can the 99% of local small and medium-sized wedding dress brands find another way?

√ Products are highly similar and homogeneous. How can wedding dress advertisers highlight their characteristics and advantages?

This time I’m going to share with you a peak season advertising strategy for a wedding photography store in Nanning, breaking the myth that scheduled advertising cannot produce results, and using reverse thinking to break through the siege. The customer service efficiency rate reached 40% , the number of people visiting the store increased by 25% during the campaign, and the order cost dropped to 1,000 yuan!

Scheduled advertising "counterattacks" to balance volume expansion and conversion

At the beginning of formulating the launch plan, the optimization team clarified the purpose of the launch: brand marketing , sorting out local user reputation and brand image; new orders , this dimension is more about assessing the conversion of exposure leads, and the customer order cost is expected to be around 1,300 yuan .

Based on this, the optimizer adopted the following four-step promotion strategy:

Step 1: Experience guides accounts to reduce testing costs

The recommended target audience is women aged 20-35 , whose local interests in Nanning are beauty media, clothing, shoes and bags, wedding dresses, beauty products , etc., and whose behaviors are targeted at entertainment gossip, dating, shopping platforms , etc.

The material is mainly high-quality customer photos , and the inner layer stimulates the retention of consultation by filling in the mobile phone number to receive the bridal gift package ;

The advertising style uses a multi-image carousel style with a high click-through rate, and the inner style can be selected to directly fill in the form (to avoid secondary jump user loss), or follow the official account (user retention and conversion).

Step 2: Real-time monitoring and timely adjustment of expansion methods

When the click-through rate and back-end top conversions show a downward trend , optimizers initiate emergency expansion and style optimization .

Nanning Ancient Photography Circle of Friends Advertisement

First, relax gender and keyword restrictions and enable oCPM technology to support volume expansion;

Secondly, the marketing team of Nanning Ancient Photography found that the lead reserve conversion effect of the official account was good, so they set up a way to directly jump to the official account follow-up interface by clicking on the outer layer of the advertisement to improve customer capital conversion;

Finally, exclusion marketing improves customer consultation efficiency (such as excluding senior citizen packages).

Step 3: Break the mold and schedule and bid for additional volume

Seize local accurate traffic through scheduling , and make up for the insufficient traffic at the end of the schedule through bidding .

After multiple scheduling optimizations, the click-through rate of ads and the conversion rate of followers of public accounts increased proportionally, and the back-end conversion achieved that one out of every three followers gained was a customer conversion.

After boldly trying scheduled advertising, the advertising effect fluctuated greatly due to the characteristics of scheduled advertising. But with the help of the optimization team, the overall average cost is within the acceptable range for advertisers and can be said to be the lowest in Nanning. After changing the online form filling to following the official account, the conversion rate increased and the conversion cost decreased.

Step 4: Seize the opportunity and combine front-end and back-end operations to improve customer service efficiency

After multiple scheduled launches, the front-end advertising effect has stabilized at a high level. In order to avoid diverting customers to the official account and becoming " dormant traffic ", optimizers recommend that advertisers enable the 48-hour reply function and secondary reminder notifications . They also recommend forming a WeChat reply team to carry out community operations and management of new users of the official account.

Advertising traffic + back-end manual joint operation

The intervention of manual communication at the back end led to a further increase in customer conversion by 7 percentage points. On average, there is 1 customer for every 2.5 followed users, and the order cost continued to drop to 1,000 yuan , which is nearly 30% lower than the market cost in Nanning during the same period.

In view of the continued increase in advertising effectiveness, this photography store in third- and fourth-tier cities has gradually increased its monthly account consumption, with monthly consumption exceeding 360,000 yuan. It has continued to focus on wedding dress festival peak season marketing, with outstanding results!

Delivery Summary

1. For wedding dress advertising promotion in third- and fourth-tier cities, scheduled advertising can also produce good results. Through scheduling and bidding supplement , Nanning Ancient Photography has better controlled the exposure cost and achieved the purpose of peak season brand promotion.

2. It is recommended to use high-quality customer photos for material testing on the outer layer of wedding dress advertisements, and to make multiple-image carousels (6-grid or 9-grid) of pictures with good effects. At the same time, the copy can also prompt shooting benefits, discounts , etc. to attract clicks.

3. The design of the inner clues in this campaign is also worth learning from. Setting up a form to fill in can avoid user loss due to secondary jumps, while directly jumping to the public account follow-up interface can reserve users for a long time , build the advertiser’s own private domain traffic, and continuously output consumption conversions.

Related reading:

1. How to place wedding photography advertisements on Douyin?

2. Tencent social advertising, tips for collecting customer consultation in the wedding photography industry

3. Creative strategies for placing wedding photography information flow ads!

4. How to promote wedding photography? Mayu platform marketing and promotion strategy!

5.4 steps to solve the advertising problem, analysis of advertising strategies in the wedding photography industry!

6.Case analysis: Wedding photography advertising case in WeChat Moments!

Author: Meng Xiaoju

Source: Weimeng Mengju