Must read! Case study of adding fans in the industry. It is not a problem to attract 10,000 fans a day~

A student who has just switched to information flow recently is asking questions, such as:

“How should I market this product?”

“What are the things to pay attention to when placing information streams?”

"If I want to increase my followers, what advertising formats are better?"

…

Any of the above questions could be used to write an article.

So, today I would like to take this opportunity to share with you a case of information flow delivery , taking the " e-commerce industry" as an example.

1. Background

Industry background: In recent years, the Chinese market has ushered in a wave of consumption upgrades: people have begun to prefer consuming higher quality and more aesthetically pleasing products, pursuing a more refined and efficient life experience. Among them, as consumer goods that can most affect people's life experience, retailers focusing on design and high quality products in the home and personal products market have begun to emerge like mushrooms after a rain, and competition in the home products market has become increasingly fierce.

Product introduction: From the perspective of consumption upgrading, we provide users with "novel", "fresh" and "new quality" household products

Marketing status: With content marketing as the main line, by publishing original articles on WeChat official accounts , such as life tips, etc., to attract fans, and by creating a series of vivid product usage scenarios to promote products, so as to stimulate customers to generate purchasing demand

The client's current needs: Attract high-quality traffic to the official account through paid advertising

2. Positioning target users

Through communication, we understand that what customers want is accurate traffic, which can quickly form conversions in the later stage.

To this end, the first thing we do is to determine the target audience of the product being launched.

The essence of information flow is "advertising finds users", so in the early stage of delivery, the population can basically be divided into four categories:

▲ Potential group: have demand but no intention to buy

▲ Target group: those who have recent purchase intention

▲ Intended group: have strong purchasing intention and have collected relevant product information

▲ Core group: those who have purchase intention and have learned about and viewed the brand

Different types of people have different delivery channels , advertising formats, advertising materials, and traffic carrying capacity.

Since this client’s products are household items with low average order value, high usage frequency and easy conversion, we set the target group for this campaign as potential group .

By analyzing customer data and related reports, we divide potential groups into three categories:

1. Housewife

They are in charge of the family's expenses, have a high purchase frequency, a large overall sales volume, and their spending power is more than three times that of married men.

2. Married men

They have a certain purchasing power and show a certain interest in men's products and home furnishings.

3. Women who love beauty

Interested in wearables, skin care and other products.

3. Precise and targeted delivery

The client’s goal is to attract fans to the official account and save them for later conversions. The users attracted must have the habit of reading official accounts.

Therefore, in terms of delivery method, we mainly choose to deliver advertisements at the bottom of the official account and in the text where reading is the main scenario.

Similar to the picture below.

In terms of targeting, since potential users are selected, the targeting is relatively broad and is mainly set as follows:

▲ Age range: 23-45 years old

▲ Hobbies include home, pregnancy and childcare, beauty, etc.

▲ The public account is for home decoration, maternal and child care, fashion and other types

4. Write creative ideas around pain points

After determining the form of advertising and targeting methods, the next step is to design advertising materials that cater to the needs of different user groups based on their pain points and prevent invalid clicks.

This is what we do when designing advertising materials.

1. Collecting User Information

If you want to write about pain points that hit people's hearts, you must first understand what users think. Therefore, we consulted relevant customer service, checked the backend messages and replies of the official account, and checked relevant websites and forums to find out the points that current users are more concerned about.

Then summarize and list.

2. Summarize the product selling points

Product selling point = product features + value provided to users

Therefore, what users focus on is our selling point. Based on the information collected in the first step, summarize the selling points of the product.

3. Screening selling points

There may be multiple points that users care about, so we will filter the selling points based on the current market situation.

For example, if the product quality is good and many competitors are talking about this selling point, we will abandon it.

Taking housewives as an example, let’s see how it is done in detail.

Through information collection, we learned that this group cares a lot about the cleanliness of their homes. The value that the product can provide is "becoming tidy in 1S" and so on. Therefore, the advertisement uses the messiness of the home and the need for organization as the entry point, uses a one-sentence copy to create a product usage scenario, provides specific storage solutions, and combines with relevant product usage diagrams to achieve precise conversion.

5. Seamless flow transfer

After attracting traffic, you also need a page to carry it, otherwise it will just be a waste of money.

The main way to reach customers is through the official account. Therefore, we made the following changes to the basic functions of the official account:

The automatic reply for new users is changed from a welcome message to a product recommendation, and a purchase link is added to facilitate users to directly enter the mall to purchase, shortening the conversion chain.

At the same time, the content of the tweets was adjusted to product introductions that were highly compatible with housewives to promote continuous conversions.

And by displaying popular products in the mall that match the advertising copy and giving out red envelopes when the purchase reaches a certain amount, users are further attracted to buy.

In addition, it is reflected in the content of the article, which I will not go into detail here.

The above is the basic conception of the "e-commerce industry".

In fact, the official account is a very good channel for delivery. It can be used as a drainage channel, a carrier channel, an accumulation channel, and even more as a conversion channel.

Of course, the most important thing is that it’s cheap! It only requires the labor cost of an operation .

In short, the official account is definitely an indispensable channel. I suggest that everyone can try it if they have the energy!

Source: Houchang College