Brand marketing seeding methodology!

Many times, the content that brands put on Xiaohongshu or Douyin has hundreds of thousands or even millions of exposures or views, but the search index and conversion rate on Taobao and Tmall are only a few.

If you have a similar situation, I suggest you read this article. Because it can quickly help you master the scientific methodology of producing high-conversion content, thereby effectively improving the efficiency of seeding and ROI.

This is a set of thinking methodologies , so it can be copied and used universally regardless of whether it is for different content carriers such as Xiaohongshu, Douyin, WeChat, Taobao Mobile, Zhihu, etc., or for different content forms such as pictures and texts, public account push, short videos, live broadcasts, etc.

Count in seconds and complete 4 steps

In an era of information flooding and scarce attention, content has entered a battlefield where seconds are counted. Therefore, brands must produce efficient content based on the frequency of users' information browsing in seconds. This principle must be followed regardless of whether it is graphic, text or video content. Always remember that users are not interested in reading your long articles, or even doing reading comprehension.

Next, we will use the content counted in seconds to complete the four steps that allow users to finally place an order, which are:

STEP 1. Eye-catching

STEP 2. Stimulate demand

STEP 3. Gain trust

STEP4. Guide the order

Most of the content that can achieve efficient conversion, except for those brands/products that have no worries about sales, must complete these 4 steps in the content, and they must be completed in seconds.

If we assume that users spend an average of 30 seconds browsing a piece of content (which is already quite long) , then the content and time periods should roughly follow the arrangement shown in the following figure:

Ok, the above paragraph is about the level of awareness and cognition. If you want the content to be efficiently converted, the first thing to do when producing content is to let the content output team establish such awareness.

Next, let’s talk about how to write the corresponding content modules in the four steps and what are the efficient and systematic methods?

STEP 1. Eye-catching

For graphic and text content, it is mainly reflected in the title; for short video content, it is mainly reflected in the introduction of the first 3 seconds.

Therefore, you must do your best in the title or the first 3 seconds of content to make users stop and pay attention to you from the vast crowd.

How to do it specifically? Here are several very practical templates, which are also the most commonly used eye-catching methods for explosive content.

Template 1. Practical sharing style

When users browse the content on these social platforms, in addition to having fun, they also tend to have a mindset of learning something. So what you need to do is to package the first 3 seconds of content that users see from a practical perspective, such as sharing some life experiences and a collection of industry knowledge. These are not only popular with users, but are also the types of content that the platform algorithm will give more weight to.

In fact, every type of product can use this angle to write titles or the first 3 seconds of short videos. for example:

In the home appliances category, you can say: How to choose a refrigerator? 10 pitfalls you might fall into

Beauty and skin care can be said to be: I spent a year summarizing the skin whitening guide.doc

Snacks: 3 must-have snacks for staying home and having fun

…

Template 2. News Breaking

You can refer to the news headlines pushed to your phone by major news apps, and treat the title or the first 3 seconds of the product seeding content as a news editorial. The so-called "news editorial" mainly includes 3 elements:

– News protagonist (who?)

– Time/place adverbials (what time/where?)

– Breaking news words (What happened?)

Let's take a random example. For example, a low-alcohol wine product with a good appearance can be said to be:

"I was drinking with my bestie at home last night. After getting tipsy, she told me some gossip that shocked my whole world..."

Template 3. Plot-based

Although Shuangwen is silly, many people are still willing to read it. Therefore, especially on short video platforms like Douyin and Kuaishou, there are many Shuangzhu-type content, and the viewing and interaction are far better than other types of short videos.

The common beginnings of a cool novel or drama are nothing more than: first create a villain plot, or the protagonist suffers unfair treatment, and immediately bring you into the first-person perspective. Then, through a series of seemingly melodramatic plots, shocking reversals occur, making you feel very satisfied after watching it.

For example: "A man was forced to break up because of hair loss, and the ending was really happy"

Template 4. "Traffic-grabbing" style

This can be by keeping up with current hot topics, or by using the platform's big data to filter out the more popular categories, keywords, popular UGC activities, etc. on the platform, and try to focus on these aspects. Doing this not only catches the user's attention, but also catches the platform's algorithm's attention.

STEP 2. Stimulate demand

What we often call "planting grass" actually means stimulating users' demand for products through content.

The fact is, a lot of so-called grass-planting content is just using fancy words to list the selling points of products and using exquisite pictures to show the appearance of products. The effectiveness of this kind of content in stimulating user demand is very low and is no different from advertising.

So, how can we better stimulate users' desire to buy products through content?

I have summarized a tried and tested "Golden Triangle" formula:

“Demand stimulation = pain point cutting + scenario introduction + product demonstration”

– Pain point approach

This is the first step to stimulate demand/purchasing desire. Start by looking at the unmet pain points that users may currently have, rather than just boasting about yourself right from the start.

Don’t worry about not being able to find users’ pain points, or even think that your users are so advanced that they have no pain points. You have to believe one thing: users’ needs will never be met, so pain points will always be there. It’s just that some people’s pain points are at the bottom of Maslow’s hierarchy of needs, while others are at a higher level.

Therefore, when thinking about which pain point to start with, you might as well open this Maslow's needs diagram and understand the user's needs layer by layer.

– Scene introduction

The key is to bring users into concrete scenarios to let them imagine how your product can bring them a better life experience. Use situational language that speaks human language to translate product features and selling points that users may not understand.

For example, for the same clothes dryer, users can be brought into different scenarios based on the pain points of different users.

It could be a scenario like this:

The rainy season is coming. The clothes hung on the balcony are never dry and have a smell. Especially during the epidemic, we are always worried about bacteria on the clothes. But with our dryer, we can not only free up the balcony, but also wear the same clothes that have been dried in the sun every day, because the sterilization rate of our dryer is as high as 99.99%.

It could also be a scenario like this:

Many users, especially those who have children who have to wear school uniforms every day, will easily have their children without clean school uniforms to wear the next day if the weather is bad and there is no sun for consecutive days. This is also true for ourselves. For example, sometimes we have to attend a particularly important occasion, but because the dress has not been worn for too long, we need to wash it again, but we are afraid that it will not dry in a short time. With this dryer, all these problems can be solved. Basically, the clothes can be dried in 5-10 minutes, allowing you to quickly wear clothes that look like they were dried in the sun.

– Product Demonstration

Words are not enough, so you also need to demonstrate the real experience of using the product in the content. Let users actually see that the scenario you described above is actually achievable, and let them feel the powerful performance of the product.

Therefore, this is why in many live broadcast rooms, the conversion rate of hosts trying out/wearing/using/wearing products is much higher than those who do not do so. The same is true for pictures/short videos. Pictures of product usage in real-life scenarios of users have a higher conversion rate than those with just beautiful pictures and fancy words.

STEP 3. Gain trust

Even if your product impresses users and creates demand for it through the above content. But he still had half the journey to go before he could place his order.

One of the biggest reasons is that users still lack trust in your products.

He may worry that he has bought a fake product, that the product may not be as good as expected in actual use, and so on.

Therefore, we must proactively dispel users’ various concerns in our content.

How to do it specifically? Here are some common and effective practices:

– Authoritative certificate

On the one hand, you can use celebrities, celebrities, talents, experts and other influential people to endorse your products. It would be best if there were some footage of them actually using your product. On the other hand, you can also display various certification certificates, industry awards, etc.

– Customer Testimonials

Provide testimonials for your product from other real users’ perspectives. It can be based on the overall number of users: how many consumers have used it, and how many are in the top sales in the industry; it can also be displayed by looking for individual user reviews.

– After-sales guarantee

The last barrier is to tell users what after-sales services can protect their legitimate rights and interests if they are really dissatisfied. For example, 7 days of no-reason return and exchange, ten times compensation for fake products, etc.

STEP4. Guide the order

Here comes the final crucial step. A large number of users are lost at this step because they actually have to pay. Therefore, they must have more or less inner struggles:

etc! Do I really want to buy it? Why buy now? Why not wait until the next big sale to buy it...

However, many people simply put some existing promotional information into the content of this step. This is not very efficient in guiding users to place orders immediately.

Because they lack the legitimacy to pay this money and the urgency to place an order immediately.

Therefore, we still need to continuously strengthen these two points in this step. The specific approach is to tell them two points:

– You’re really getting a bargain if you buy this now

Not only should we tell us that our prices are very cost-effective, but we should also set an anchor point in their minds to make them feel how cost-effective it is. For example, we can offer discounts that are even greater than those on Double 11, so that they feel that they are not only not spending money, but also saving money and improving their quality of life. Why not?

– It’s a pity to miss such a rare opportunity

Furthermore, you need to tell them that this is a one-of-a-kind offer in terms of both price and product availability, and if they miss this opportunity, it may be difficult to get it again next time. So, take advantage of this opportunity!

at last

Finally, I want to say one thing: content with high transaction conversion rate is not written in one draft, but is the result of continuous racing testing, optimization and adjustment. This is determined by the current algorithm-driven traffic distribution logic.

Therefore, it is recommended to produce more content in a systematic manner according to the above 4 steps at the beginning, and then put it into the platform for horse racing testing. Finally, for the content that performs well in the test, its effectiveness can be further amplified through paid delivery.