Tips for acquiring customers through Weibo Fans Advertising!

It’s time to share with you our nearly 10 years of experience in promoting Fantong.

Growing companies often feel confused when choosing to acquire customers through Fanstong:

How can we optimize to increase traffic and improve conversion rate? How to improve conversion rate?

As an information flow advertisement, the effectiveness of Fanstong is affected by both the advertising content and the delivery strategy. The research and practical experience of hundreds of Fanstong cases tell us that every excellent Fanstong delivery case is not achieved overnight, but is achieved through repeated testing and adjustment, continuous optimization, and finding the best delivery plan.

After analyzing 100 FansTong advertising cases and combining 10 years of advertising experience, we summarized these 6 general optimization techniques for FansTong advertising. WeChat followers

1. Focus: Content optimization is the top priority

When a fan message is not effective, where should we start to optimize it? Advertising content! In Fanstong, the weight of advertising content must be higher than the delivery plan. If the content is not up to standard, no matter how you adjust the delivery plan, it will be difficult to be effective. Therefore, in the early stages of advertising, a large number of AB tests must be conducted to verify the correctness of the advertising content.

1. Be creative: the 9-grid layout may not be the best

There are many creative forms of Fantong. The form of blog post + illustration is the most commonly used one in Fantong, among which the 9-grid is particularly popular. In most cases, we think that simple pictures and texts + 9-grid is the best, but sometimes too much repetition will make users bored, and not all products are suitable for the 9-grid. Step out of your comfort zone, try more possibilities, and you will gain new things.

In its first summer campaign, Chimelong Water Park used the traditional nine-grid blog content, but the effect was poor.

In the second Halloween campaign, we made other bold attempts, including pictures + videos and text animations, but the interactions were not ideal, with an interaction rate of only 0.29 and an interaction cost of 5.04. WeChat voting

After further optimization, we finally found the most suitable idea: video + blog post, which can more directly and intuitively bring the Halloween atmosphere of the park to users. The highest interaction rate reached 10.11%, and the cost of a single interaction was 0.14 yuan.

2. Identify user pain points: Give users a usage scenario

What kind of content can impress users and increase traffic? Talking to oneself is a taboo in advertising. Any advertisement must start from the user's standpoint, and Fanstong is no exception. Specifically, it means giving users a usage scenario in the blog post. The more specific the better, and the more specific the scenario, the more touching it will be.

When "Chunyu Doctor" was first launched, it chose application promotion, and the effect was average. After reflection, we believe that users’ understanding of health apps is still incomplete and requires proper guidance. In addition, the promotional text for the app is very limited, and it is difficult to fully explain the product features of Chunyu Doctor. Therefore, the form of app promotion is a bit stiff and fails to hit the user pain points. WeChat to increase reading volume

The optimized content starts from specific symptoms and uses self-examination and testing of health conditions to arouse users' curiosity and provide health crisis reminders, allowing users to download the APP for self-examination and testing as soon as possible, doubling the download conversion rate.

3. Dig deep into product highlights: Which highlight is the brightest? Data will tell you.

How can we find the highlights of a product that will impress users the most? Subjective judgment can only be used as a reference. In Fantong, everything is based on data.

"Camera 360" initially selected two highlights: movie photos and filters for launch testing.

It was quickly discovered that the filter had higher interaction and lower cost. So lock the filter highlights and continue to optimize the material. Adjust from the 9-grid to compare the original image and the filtered image. Brush Umeng data

After further optimization, the filter operation process was made into a gif and accompanied by a short blog post, the effect was very good. The final interaction rate stabilized at 5%, and the lowest activation cost was 1.12 yuan.

▌4. Optimize the landing page: the last step to retain users

The landing page is the last hurdle for a successful conversion . A good conversion requires the cooperation between the front-end content and the landing page. Remember that every click is hard-earned. The ultimate goal of traffic is conversion. Traffic without conversion is invalid. So don’t just focus on content and audience, but ignore the last key factor: the landing page. Don’t let users who click in leave because of a bad landing page experience.

Take a look at these two landing pages. Which one are you more likely to reject?

One is that regular users fill in the information themselves, and the other is that the system pre-fills the information. In order to prevent users from having concerns about information security, warm reminders are given to enhance user trust. Obviously, the second method solves the pain point of the cumbersome process of filling in information for users and is more likely to retain users. Weibo followers

2. Delivery optimization: precision vs. volume

Weibo Fans Channel can be said to be one of the most accurate information flow advertisements in terms of user segmentation, and it can segment the delivery dimensions very finely.

● Classification of population attributes, such as life status, age, gender, region, interest tags, delivery platform, network type, login frequency, mobile phone brand, etc.

● Due to the properties of Weibo, you can conduct precise delivery to the fans of a certain big account, the users participating in a certain topic, and the users interacting with a certain Weibo post.

● Individual users are divided according to their registered mobile phone numbers or Weibo UIDs, and data packages with different labels are provided to meet the needs of different types of advertisers, so that advertising can be delivered precisely to individuals.

Faced with such a detailed selection of people, a difficult problem that is difficult for everyone to decide is whether to choose accuracy or quantity? In fact, it is not that difficult. There are different strategies depending on the size of the product’s audience. Offers Wall

1. Popularity: First precision, then general investment

For products with a relatively broad audience, it is not recommended to increase the interaction rate through precise targeting , because the refinement of dimensions will reduce the coverage, the scale of delivery cannot be smoothly expanded, and the cost cannot be reduced. Ultimately, it is only a temporary solution and not a fundamental solution.

In the initial stage of the campaign, we conduct tests on precise groups of people in order to repeatedly verify the pros and cons of the advertising ideas. In the later stage, you can use a general advertising approach to select advertising ideas that have performed well in early testing and launch them.

A little tip: You can open multiple matrix accounts at the same time to grab more traffic.

2. Narrow audience: more targeted segmentation

Directional difficult running volume? No, diligent people will do more targeted segmentation and find the balance between scale and conversion through a lot of testing and innovative attempts. Therefore, products with a narrow audience require everyone to be patient and willing to endure hardships.

As a product for a narrow audience, Taotao English has made very detailed targeting in its delivery, including segmentation of various study abroad countries, various fan relationships related to IELTS, etc. With detailed delivery targeting and continuous optimization of advertising content, the final interaction rate remained above 2%, and the cost of a single interaction was 0.84 yuan.

3. The last little suggestion: do a good job in fan maintenance and interaction

While focusing on your advertising, don’t forget to spend some time maintaining your fans.

After our content is released, we will definitely receive feedback from users, including private messages, new follows, and comments. These are the most direct conversations between fans and us. We must respond in a timely manner. On the one hand, this can bring us closer to fans and increase their trust. On the other hand, it can also help maintain our brand image.

1) Private Message

For new fans, you can set an automatic reply to connect with them as soon as possible; iOS points wall

Reply promptly to private messages of inquiry from those with intention. Since the user is willing to consult, he or she is already a potential user, so you must hold on to him or her.

2) Comments

Appropriately respond to comments and interactions to increase fans' favorability and trust; ios points wall activation

Respond to negative comments promptly and control public opinion. Even if it is just a small comment, it is related to the brand reputation.

You can try turning off comments as appropriate. Turning off comments can focus users' attention and help improve conversions to a certain extent.

Conclusion

As one of the most important mobile social advertising platforms, Weibo's "content-fans-users-monetization" ecological closed loop is gradually improving, which can effectively achieve accurate, high-quality and efficient delivery effects. Based on the massive user base of Weibo, "Fanstong" widely delivers corporate information to fans and potential fans, helping companies acquire customers.

For Fanstong advertising , please contact Qinggua Media: 18205969981