Promotion and Marketing | How to quickly generate a landing page with a high conversion rate?

As traffic dividends disappear and corporate customer acquisition costs become increasingly expensive, high-quality content has become the key to attracting consumer attention.

Against the backdrop of the rapid development of the Internet, people's lifestyles as well as the channels and methods of receiving information have undergone tremendous changes. As traffic dividends gradually disappear, companies' customer acquisition costs are becoming increasingly expensive.

The rise of social media has made it possible for high-quality content to attract the attention of the audience. Therefore, it is very important for brand owners to accurately produce high-quality content that is highly relevant to the audience.

1. How to define content marketing

There are many definitions of content marketing on the market, the most recognized of which is the definition of content marketing by The Content Marketing Institute:

“Content marketing is a strategic marketing approach that focuses on attracting and retaining a clearly targeted audience and ultimately driving profitable user behavior through the creation and distribution of valuable, relevant, and consistent content.”

Content refers to all brand content outputs we know, including pictures, articles, videos, planned events, etc.; marketing mainly refers to the promotion and monetization of social media. The execution logic is to achieve a marketing process of commercial conversion by producing free content that is valuable to target users.

Content marketing includes the following key elements:

Content marketing is applicable to all content carriers, media channels and platforms; content marketing must be transformed into providing users with a valuable service; it must be able to attract and impress users and influence the positive relationship between users and brands; the results of content marketing must be measurable and ultimately profitable.

2. How to do content marketing well

How to convey our products, brand and core values ​​through content. High-quality content is essential in this process. So here are the reference steps for making good content:

1. Identify your goals

Brand goal: reach users, let users see and know.

User goal: Let users see, know, use and purchase the product.

2. Understand your users

Content marketing is not about blindly copying popular posts on the Internet, nor is it about randomly swiping the screen to attract attention, but rather it is about precise reach based on user positioning. To achieve precision marketing, marketers need to have a very good understanding of their product’s target users, user attributes and user needs. It can be analyzed in three steps:

Analyze target users and build user portraits; analyze user pain points, which can be achieved through user surveys or interviews; develop targeted solutions based on the top three user pain points.

3. Determine your content strategy

After analyzing the target users of the product, marketers also need to develop content strategies based on marketing goals. Generally, a marketing activity will have its core marketing purpose, such as: attracting new customers, promoting activation, and promoting order conversions. Develop a content strategy. The strategies for different user stages will be different. The user stage can be divided using the "AARRR" model, and the meanings of its five links are as follows:

1) Get users

It refers to allowing potential users to come into contact with the product for the first time, or it can be more broadly understood as "attracting traffic." There are various ways to do this, such as discovery through search engines, clicking on website ads, and recommendations from friends.

2) Stimulate activity

After acquiring users, the next step is to guide them to complete certain "designated actions" to make them long-term active and loyal users. The “designated action” could be filling out a form, downloading a piece of software, posting a piece of content, uploading a photo, or anything else that enables them to use the product correctly and efficiently.

3) Improve retention

Users come quickly and leave quickly. The product lacks stickiness, resulting in a constant influx of new users on the one hand, and their rapid loss on the other. Usually the cost of retaining an old user is much lower than the cost of acquiring a new user. Therefore, improving user retention is an important means to maintain product value and extend its life cycle.

4) Earn income

Business entities are all profit-seeking, and most entrepreneurs are most concerned about income. Even free products in the Internet age should have their own profit model.

5) Self-propagation

The rise of social networks has facilitated viral transmission based on user relationships, which is a new way to promote products at a low cost. If used properly, it may cause explosive growth.

4. Generate content and distribute it

Generate different content for different user stages:

1) Content aimed at acquiring customers

Common growth patterns in the mutual finance industry are as follows:

Social communication will be introduced in the communication stage, so let’s first introduce the content model of advertising.

For advertising, you can consider launching activities to attract new users, using a certain degree of rewards to entice them, so as to acquire new users. For example, lottery activities such as roulette, scratch cards, and golden eggs can guide users to download by issuing attractive prizes, thereby achieving the goal of acquiring customers.

2) Content aimed at increasing activity

To increase activity, you can use the following content:

Targeted messages – push:

Messages are an important way for products to communicate with users. The delivery of messages must be accurate enough, and targeted messages must be delivered to user groups.

Care is customized for a specific group of people, and this characteristic will be lost if it is delivered to all users. Users will not be interested in messages that are irrelevant to them, and it is easy to lose users. Many products are private one-to-one ports. When marketing is carried out, it must be "you and me" communication. When the user feels that you and he are friends or even relatives communicating alone, it will definitely increase user stickiness, which will increase user activity.

Set up the mini game:

To increase user activity, you might as well set up some interesting mini-games that fit your brand. By playing the games, users can get discounts or coupons as rewards. Then, whenever users want to play the game or need these discounts, they will be attracted to come to you actively.

Set up topics for users to discuss:

UGC is an important way of operating Internet content. UGC (User Generated Content) is user-generated content.

Users display their original content through the Internet platform or provide it to other users. Allowing users to decide the method of the activity, the prizes of the activity, etc. can increase user participation. Because I participated in setting up the event, my enthusiasm for participation and sharing naturally increased greatly.

Long-term daily promotional activities:

When the consumer group of a product has not formed a long-term stable repurchase pattern, a long-term discount promotion can be used to attract users to try it.

For example: if you hold a big promotion every Tuesday, when users find that they can really get benefits, they will become dependent on your platform and will actively look for you every Tuesday.

When users get used to this time node, publishing other activities or pictures and texts around this time will achieve very good results.

Plan attractive non-routine activities:

In addition to ordinary daily activities, some non-daily activities should also be planned to stimulate users and increase their activity.

3) Content aimed at improving retention

Retention can be improved by building a user growth system. For example: check-in system, membership system, task system, activity system, points system, etc.

4) Content aimed at generating income

Order conversion can be promoted through regular or irregular promotional activities, or by distributing coupons of certain value through lotteries. For example, different gift packages can be distributed according to specific user groups, such as new user benefits, old user benefits, first loan rebates, full discounts, subsidy coupons, etc.

5) Content aimed at promoting dissemination

Sharing communication includes spontaneous communication and interest-driven communication. Spontaneous communication relies on high-quality marketing content and the ability to generate real value; interest-driven communication relies on relatively attractive rewards to drive old users to share and attract new users. This type of communication is basically one of the most commonly used means in various marketing activities. The communication effect can be achieved through activities such as invitation gifts, group buying, support, card collection, sharing reward lottery times, etc.

5. Content delivery

For new media marketers, choosing the right platform to deliver content is more effective than following the trend and operating self-media accounts.

In addition to third-party delivery platforms such as advertising platforms, delivery on one's own APP is also very important. Content marketing can be carried out to users through App push, announcement push, behavior triggering, banner delivery, etc.

6. Data Monitoring

Don’t think that everything will be fine after publishing the content. Another important task is to track the data. If it is a marketing campaign in the form of a landing page, you can analyze the page data and activity data together to monitor the operation of the entire campaign.

7. Content iteration and review

After publishing the content, we also need to adjust our content according to changes in target users, that is, iterate the content.

By monitoring the data, we can draw various experience summaries to help with optimization, such as what commonalities exist in content that attracts user attention, what channels have more traffic, and the ROI of the channels.

By doing more iteration and review work, you will naturally be able to compile a set of optimal templates, which will also save a lot of time for subsequent repetitive work.

By controlling content marketing, you can make your brand stand out from the massive amount of information around people in today's highly competitive digital environment, be received by people and generate effective communication, so that your products can be operated healthily and effectively.

Source: ITFINLAB (ID: ITFINLAB)