Practical guide to attracting new customers with Tencent advertising!

1. Advantages of Tencent Trading Site

1. Expanding e-commerce circles and social media penetration into transactions improves WeChat's commercialization capabilities

2. Rich links, better transaction environment, better decision-making environment, better users, higher customer orders, and meet differentiated customization

3. Balance long-term benefits, and accumulate brand data assets with “0” cost of own traffic

Different circulation links can be formulated according to customer product requirements (the following is a display of basic link types)

Pain points of Tencent advertising

1. How to attract new customers through Tencent advertising? Which link works best?

2. For users who have been successfully introduced to place orders, are there other ways to guide them to repurchase?

Today, the editor analyzes the promotion of new customers and secondary purchases, hoping to be helpful to readers.

Analyze the link of promoting new customers, select products through direct purchase conversion method of mini program , and test the effects of different product selections for different customer orders

Continuously optimize material pictures and copywriting to increase click-through rate

Feedback of mini program order data, high-value conversion groups help the model optimize and reduce costs

2. Add a corporate WeChat shopping guide link to the official account

Case sharing丨Discounted samples for local maternal and infant customers guide new customers to add shopping guides and divert them to the brand community private domain

Advertisement: Moments multi-material advertisement, +19.9 new customer sample hook product

Add shopping guide: The landing page button guides users to click and add the brand enterprise WeChat shopping guide

Shopping guide

Templates and automatic replies to guide new customers to place orders. Push QR codes to guide additions.

2. Public account followers conversion and private domain operation links

1. Overall shaping of the brand manager’s personality, enhancing the authenticity of the story, and promoting attention by building social connections.

The outer layer uses a native six-image ad that only highlights two points:

People (making friends) and tea details (texture)

The inner landing page unfolds with the personal story of "the beautiful manager Ah Zhu", and has persuasive pictures and texts to support the story , reflecting the selling point of tea.

At the end of the article and in the text, screenshots and images of the live broadcast are used to strengthen the social attributes, add the interest point of "making friends over tea", and reduce user disgust.

Use the floating button at the bottom to guide the public account to add fans , and reduce the crude display of follow buttons in the text, which affects the viewing experience.

2. Start with an educational approach, emphasize the quality of the goods and their low price, and use a strong tone to stimulate attention.

The card ad with a fake puzzle on the outside comes with three tags (discount information) and the most recently followed user.

The copywriting of the inner page landing page (including public account tweets) has always adopted a strong educational tone to arouse users' emotions . Generally, emphasis is placed on identifying good tea and understanding prices. At the same time, we also add photos of beautiful tea artists / tea farmers to encourage people to follow us.

Optimization suggestions:

The content of the personal account QR code is redundant, not advanced, and the core information is not highlighted. Suggested simplification, or based on

Design different QR codes for individual fans for discounts, making friends, and identifying tea , and stimulate users with different selling points.

3. Secondary repurchase guidance

Improve the conversion rate of the back-end link and make private domain traffic more valuable

Diagram of private domain traffic in WeChat ecosystem

Repurchase recall - use mini program to subscribe to messages once to remind users to stock up

Recall configuration ①-User reminder in the upper right corner of the mini program

Before purchasing, guide users to save my mini program, and users can find the mini program by scrolling down the WeChat chat homepage.

Recall configuration ②-Send SMS after the user fills in the mobile phone number

When placing an order, the user fills in the mobile phone number or authorizes the default WeChat address on the order. The user is notified of the change in rights and interests through SMS to guide repurchase

Recall capability③-one-time subscription message user authorization

After purchase, authorize basic order status change notifications such as "order delivery reminder", "order completion reminder", "service evaluation reminder", etc. Users will receive subscription reminders in "service notifications" in WeChat chat feeds

Recall capability④-One-time subscription message user authorization

After purchase, you will be asked whether to subscribe to repurchase notifications. If you authorize "repurchase notifications", the user will receive a subscription reminder in the "Service Notifications" in the WeChat chat feeds.

Recall capability⑤-One-time subscription message user authorization

After purchase, you will be asked whether to subscribe to the next event. If yes, you need to authorize "Event Start Reminder". Users will receive a subscription reminder in "Service Notification" in WeChat chat feeds.

Recall capability⑥-P0-DM single applet code

After purchase, the DM of the package delivered will be printed with the mini program QR code to remind you to recall the purchase interest points, and prompt "Add to my mini program and open it to purchase at any time"

Recall capability ⑦-Mini program customer service interface

When a user consults customer service but ultimately does not purchase, as long as the number of messages N received by customer service in replying to the user's last inquiry is less than 5, the customer service can reply with additional benefits related to the product inquired within 48 hours to hook the user back. The number of responses that can be made is 5-N. The user will receive a message in the "Mini Program Customer Service" information flow feeds. Within 48 hours, the user will receive a reminder of the recall benefits in the "Mini Program Customer Service Message" in the WeChat chat feeds.

Repurchase recall-Basic configuration of public account Introduction to public account: highlight brand positioning

Rational configuration of the public account menu bar

Repurchase recall-Official account content operation

Points to note when operating the content of public account articles:

The content of the article selection needs to be prepared in advance. It is recommended to focus on grass-planting and popular science articles to promote coverage and increase fan user stickiness. Appropriately embed the mini program landing path in the middle and bottom of the article, and check the running smoothness and whether there are any faults in the jump authorization, improve the user browsing experience and provide a path to realize conversion and order placement.

The official account can classify the new fans by labeling and noting the length of time they follow, which will help to distinguish the secondary operations later and make good use of the follow-up cycle table in the figure above to push information on a regular basis.