Tips for optimizing advertising accounts in the franchise industry!

Due to its own industry attributes, the target audience for investment and franchising is people with certain specific needs. The creative advertising of the industry cannot capture the attention of the investment population, and cannot effectively attract customers to retain their funds and guide them to join. In addition, there is a serious phenomenon of material homogeneity and the promotional style is relatively single.

In response to some industry pain points, today we have specially prepared some tea break tips for you. Are you looking forward to it?

1. Industry commonality: you have it, I have it, we all have it

• Service advantages: Display unique service content and close-ups of details, and use video rendering to trigger users' associations with specific scenarios;
• Price advantage: mainly in the form of low prices and promotional activities, highlighting the price advantage of products, and high profits to stimulate investors' desire to join in consumption;
• Product advantages: By comparing with products in the same industry, we can highlight our unique advantages, win the favor of customers and bring in sustainable profits.

2. Industry differences and advertising attributes

The investment and franchising industry is quite different, and the key points and emphases of advertising are also different. Grasping the key points of advertising is equivalent to grabbing the customer's attention, and it will be difficult for him (her) to run away.

The following takes the restaurant chain franchise and clothing product franchise industries as examples to analyze their respective investment attributes:

☞ Restaurant chain franchise: highlight methods/skills, operating conditions (staff, store configuration) and support for opening stores, for example: source franchise, low franchise fee, comprehensive support, free training;

☞Clothing product franchising: the focus is on product categories, brand reputation, distribution channels, market prospects, etc., for example: brand patents, integrated production and sales, and source franchising.

Here is an example to illustrate this perfectly:

3. Industry demands-pain points

The common pain points in the promotion process of the franchise industry can be roughly divided into the following categories: display volume issues, click-through rate issues, ROI effect issues, and labor cost issues.

4. Appeal Analysis-Causes

In daily advertising, when industry bosses encounter unsatisfactory promotion results, most of them will follow the inertia of thinking to optimize their accounts, increase daily budgets, change creative ideas, replace materials, etc. We are eager to increase CPC and CTR while controlling the cost of leads, but after a one-stop haircut and blow-drying service, we sometimes find that there is not much improvement, and the CPC and CTR feel very unfair.

Next, we analyze from three dimensions: target audience orientation, creativity, and landing page to see if it hits the mark.

1. Crowd targeting

Before promoting the franchise industry, the first thing to determine is the financial sponsor, that is, the target audience.

If you want to attract people who want to do XXX to join you, you must do everything possible to target this group of people. Only by accurately finding the target audience you want to reach can you achieve twice the result with half the effort.

Most people fail because their target audience is vague or too broad. After working for a while, they find that they have spent a lot of time, money and energy but still have not obtained the desired return on investment.

2. Creativity

Once you have a target audience, you need to have good ideas to present to them, explore customer needs, and use the effective golden 3 seconds to highlight creative highlights. Only when creativity is related to the concerns and investment psychology of investors can they be turned into conversion targets.

Without analyzing the customer's psychology and behavioral intentions, and without knowing what the customer needs and wants, even the best ideas will be meaningless.

3. Landing Page

You have the target audience and good ideas, but if you don’t have a high-quality landing page, all your previous efforts will be in vain, and you can imagine the despair in your heart.

When a customer comes to your landing page, he wants to know the cost of joining, but after looking around you don’t have it; he wants to know about the support for implementation, but after looking around you don’t have it; he wants to know about the product advantages, but after looking around you don’t have it. Customers will feel that they can’t afford to stay with you for too long!

5. Optimization strategy - the right medicine for the right disease

Franchisees want to use Baidu information flow to let more target customers see their advertisements, so as to obtain a large amount of customer information. During the account establishment process, they must match them according to the attributes of the industry. Next, let us take the nationally popular XX duck neck as an example.

1. Account establishment

• Planning level: At the planning level, the population is segmented into: freelancers, self-employed people, office workers, and bosses investing in new projects;

• Unit level: Segment the attributes of the crowd, and divide the intent words and interest orientation accordingly according to the attributes of the crowd;

•Creative level: Creativity is targeted, targeting the attributes of the corresponding unit population. Different creatives are written with the concerns of different groups of people in mind;

2. Creativity

• Creativity first attracts the attention of people who want to start a business or join a franchise. The main concerns of this group of people are: return on investment, investment cost, investment payback period and other information;

• At the beginning of the creative process, draw out the target customers’ concerns, and then introduce the brand and product;

• Solve user pain points, attract the attention of target groups, and induce netizens to resonate;

•Use digital displays to create a sense of urgency.

3. Landing Page

There is no need to elaborate on the importance of landing pages. As the finale of effective conversion of investment groups, landing pages show what customers want to see and know in a targeted manner. The investors got the information feedback they wanted, and we ushered in the bright sunshine of industry franchising.

Landing page information may include: product advantages, native graphics, simple and beautiful forms, support level, investment return cycle, return rate and investment cost, etc. Make a selection based on actual needs.

The above is the optimization analysis and strategy for the investment and franchising industry shared with you. By using some techniques and methods to find out the causes and prescribe the right remedy, you can see the results as quickly as possible.

The above sharing.

Related reading:

1.Market trends and placement techniques for franchise advertising!

2. How can financial loans acquire customers through Tencent social advertising?

Author: FeedStyle

Source: FeedStyle