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

Wedding photography is a key industry for Tencent's social advertising this year. While it is attracting much attention, competition in the industry is also becoming increasingly fierce. As industry leaders began to compete with each other over “quantity” and “cost”, they also discovered that there was an important measurement indicator that affected the quality of advertising, that is, customer consultation efficiency. It is a key factor in judging the quality of advertising. So, how can the wedding photography industry improve customer consultation efficiency today?

Customer consultation efficiency is the ratio of effective customer consultation to registration volume that is tracked and screened, which involves two levels: the operational level of front-end advertising customer consultation registration, and the sales level of back-end customer consultation tracking. Therefore, the improvement of customer consultation efficiency is inseparable from the optimization of operations and sales conversion.

As the saying goes, mastering the method is half the battle, so what is the method to improve the efficiency of customer consultation? First of all, there needs to be clear effective standards for customer consultation. With standards, there will be a foundation and direction for improvement. Secondly, find the related influencing factors and break them down one by one. Based on the experience of operation side delivery, we divide the specific methods into 5 key points:

1. Determine the criteria for determining the effective population

2. Improve the accuracy of the target audience

3. Use a reasonable display style

4. Choose a high-efficiency activity type

5. Use techniques to improve order conversion rate

The first step to improve effective customer consultation: determine the criteria for determining effective groups of people

The criterion for judging whether customer consultation is effective is whether the customer has a clear intention to shoot. We generally divide effective customer consultation and invalid customer consultation into four types according to the following customer consultation judgment process, as shown in the figure below.

After determining the classification criteria for customer consultation, we can prescribe the right remedy based on the factors that affect effective customer consultation.

The second step to improve effective customer consultation: improve the accuracy of the target audience

Potential target users are labeled with many labels. If you want to accurately tap into such users, targeting functions are essential. Including background targeting settings, audience expansion tools, etc. But how can we deliver products to potential customers more accurately?

First, we need to analyze the converted target population through data. Since the wedding photography industry is subject to great time constraints, it is best to select converted or tracked people in the past six months or three months for analysis.

Then, use the DMP system (population tag management system) to conduct tag analysis on the target population. A large amount of data shows that the target users of the wedding photography industry are mostly the new generation who love music, like taking photos and are highly receptive to new things.

Next, we use crowd management functions to lock in target users with higher willingness, such as keywords, LBS, looklike, etc. to mine accurate users from Tencent products and reduce the inefficiency of customer consultation.

Finally, the analysis results and the mined population will be studied and expanded, and then connected and launched.

The third step to improve effective customer consultation: use more content display styles to capture potential users

If an ad only exposes users but fails to attract attention and generate interaction, then it is invalid exposure. The quality of creative materials is often the key step in obtaining effective customer consultation.

Different advertising display styles have a great impact on customer consultation efficiency. According to the results of previous advertising tests, video ads are more vivid than image ads, can attract more user attention, and convey more information. The more product content the material shows, the clearer the user's understanding of the product, which can increase the probability of conversion.

As shown in the example below, compared with image materials, video ads (immersive video streams) highlight the shooting services and shooting effects, allowing users to more realistically experience the brand's strength and service content, so the customer consultation efficiency will be relatively higher. The interactive ads not only imitate GIF effects and create interesting and attractive materials, but also display different customer content, making users more likely to click.

Finally, although graphic and text ads use a puzzle format, they display less content. It is recommended that single graphic and text ads be designed as 4-5 grids to display more product features.

Comparison of customer consultation efficiency of different types of advertising display forms (Note: obtained through statistical analysis of Tencent's market data,

Step 4 to improve effective customer service: Choose highly efficient activity types

After displaying the outer material and guiding the click, what appears in front of the user is the landing page; the landing page is a specific way for users to deeply understand the product. There are three types of activities commonly used in the wedding photography industry: activities, quotations and lotteries.

1. Promotional landing page

Most of them are package discount prices, which are usually promotional activities for users who intend to take wedding photos, and the people who match the price are screened out based on the content. Therefore, the efficiency of this type of customer consultation is generally higher.

2. Quote landing page

This type of landing page is often set up based on the user's price pain points and curiosity, and often attracts users whose shooting needs are not particularly clear, but the potential for exploration and scale is large.

3. Lucky draw landing page

This is a form of activity that combines the user's self-interest psychology. This will lead to the registration of many non-intent users and greatly reduce the efficiency of customer consultation. However, precisely because of the self-interest effect, the psychological threshold for filling out the form for this type of activity will be lower than other forms.

Comparison of customer consultation efficiency of different activity types (Note: obtained through statistical analysis of Tencent's market data, for reference only)

Based on these three different types of activities, advertisers need to choose different types of activities to deliver according to different quality and quantity requirements. It is recommended to deliver multiple types simultaneously, statistically compare order costs, and then formulate corresponding activity plans. In addition, the landing page production tool of Tencent social advertising has deduplication and SMS verification code functions, which can effectively reduce invalid customer inquiries, repeated customer inquiries, unreachable customer inquiries and other invalid customer inquiries.

Step 5 to improve effective customer consultation: Use skills to increase order conversion rate

After acquiring high-intent users, we need to convert them and guide them to purchase. Since different customers have different sales methods and characteristics, here we mainly introduce some key points and tips that affect the effective customer consultation rate.

Factors influencing the sales level include: timeliness, tracking frequency, conversion language, and communication tools (telephone, WeChat, QQ).

Different sales staff receive customer inquiries from different channels. Due to different processing methods, the efficiency will vary greatly. The tracking method also affects the departure and retention of customer inquiries. Therefore, here are some suggestions to improve the efficiency at the sales level:

1. It is recommended to assign different sales personnel according to the characteristics of different channels so that sales personnel can match the platform;

2. Regularly train sales staff, combining hot current events to improve communication skills with customers;

3. We recommend that you follow up within 1-2 hours after the customer fills out the form, and update the customer's consultation intention every 2-3 hours;

4. Follow-up words can use discounts, customer videos, brands, etc. to test the user's needs multiple times;

5. Understand the user's status and use communication tools (QQ, WeChat, official website) to help users have a more comprehensive understanding of our products.

Reasonable use of effective resources in promotion will help enterprises gain greater benefits and promote healthy development of enterprises. Following the five steps introduced above to plan promotion will surely help advertisers improve customer service efficiency.