Practical review: How to effectively place advertisements in WeChat Moments?

Written in front:

Since I am basically a novice in marketing and promotion , and have never been exposed to marketing knowledge before, I don’t have any special hard information to share with you. So I want to share with you a case I participated in, and use it to summarize the marketing techniques of WeChat Moments advertising images. Please correct me if I am wrong.

If you were given a CPA advertising task for online children's English education and were asked to place an advertising image in the user pool Moments of your platform to test the effectiveness of your Moments, what would you do?

This is what I did↓↓↓

first step

I will first analyze the 5w2h table of our platform and self-check the attributes of our platform

1. Objectives and tasks:

Understand the properties of the target delivery platform

2.Who:

91 Education Official Account , with 3 regional accounts in Guangzhou, Zhuhai and Shenzhen, and about 80,000 WeChat friends

3. What:

l User positioning: Pearl River Delta region, K12 education field, children and parents

l Service positioning: professional further education services, advanced education consultation, high-quality learning materials

4.Where：

l Public account

Friends circle

WeChat Group

Mobile website

5. When:

l School admission service: From March to August every year in the Pearl River Delta, the admission policy for kindergarten to primary school and primary school to junior high school is released and the registration period is

l Other services: all year round

6. How much :

Mainly labor costs

7. How:

l 【Admission Policy Service】It is the rigid demand of parents in first-tier cities and can be responsible for the rapid acquisition of new users

l [Learning Materials Score Improvement] is responsible for retaining users who have successfully entered elementary school, middle school and high school

l Establish a WeChat matrix: build a stable user pool through official accounts, WeChat groups, Moments, and WeChat secondary accounts.

l Create the [xx good teacher] WeChat customer service IP image, focusing on providing users with admission policy consulting services, learning material packages, free activities, parent benefits, recommended courses, etc., and guide users to actively add the WeChat customer service number, with a more positive and professional brand image.

In this area, I think what is most helpful in placing advertisements in the circle of friends of the user pool is that we have borrowed the "permission-based marketing" from " email marketing ".

In email marketing, there is a term called permission-based emails. Opt-in email advertising or permission marketing is a form of advertising and marketing in which the recipient of an email agrees in advance to receive sales emails. It is also one of the ways to eliminate the shortcomings of email marketing.

There are five basic steps to implement permission marketing. The proposer, Seth Godin, figuratively compares attracting customers' attention to permission to dating, from strangers to friends, and then to lifelong users.

1. To make potential customers interested and feel that they can obtain certain value or services, so as to deepen their impression and attention, and make them voluntarily join the ranks of permission according to the expectations of marketers ;

2. Once potential customers have paid attention, you should take advantage of their attention, such as providing them with a set of demonstration materials or tutorials to allow consumers to fully understand the company's products or services;

3. Continue to provide incentives to ensure that potential customers remain on the approved list;

4. Provide incentives to customers to gain permission, such as giving members more discounts, or asking members to participate in surveys, providing more personalized services, etc.

5. Over time, marketers can use the permissions they gain to change consumer behavior. Making the first money from a customer does not mean the end of permission marketing. On the contrary, it is only the beginning of turning potential customers into real customers. How to turn customers into loyal customers or even lifelong customers is still an important part of the marketer's work.

When users take the initiative to follow a WeChat public account and add a customer service WeChat account, it can also be considered a form of permission marketing. These are all user-initiated actions because users are interested in the content of this public account and can gain valuable information from the customer service WeChat account and the WeChat community interaction.

Therefore, in the early stage, when we push content to WeChat Moments on Customer Service Day, we will select valuable content that users care about, controversial topics, etc. according to different time periods and important nodes. On the one hand, this meets the needs of users, and on the other hand, it also maintains a good interactive relationship with users at all times.

First serve the initial seed customers well and meet the urgent needs of these users for improving their academic scores. Word of mouth will soon form, thus causing a herd effect.

Step 2

I will analyze the right time, right place and right people for cooperating with online children's English education

1. Time:

In recent years, my country has strengthened the reform of English education. From the latest college entrance examination policy, we can see that oral examinations have been added, and more emphasis has been placed on the practicality of English rather than just exam-oriented education.

2. Geographical advantage:

Under the global trend, English has always been an international language with the largest number of users and the widest range. Especially the languages ​​of major countries that attract global attention, such as the United States and the United Kingdom, are common languages. In addition, English education is now popular all over the world, giving English a unique advantage over other languages.

Internet technology has broken through the constraints of time and space, and online English education courses have become the choice of more and more people.

3. Harmony among people:

The new generation of parents attaches more importance to education, and learning English well will make them more competitive in the global environment.

At the same time, with the rise of my country's economic level, people's living standards have improved, and their consumption capacity has also generally increased relatively.

This means that our platform’s cooperation with English training institutions has the advantage of greater support from the broader environment.

Step 3

Analyzing the checklist thinking of WeChat Moments advertising marketing

When users are browsing their Moments, they only spend 0.5-2 seconds to glance at the ad. In such a short time, how can we "entice" users to click to see the larger image? The selling points (value points) of the advertising images must be on point, unified and clear, and all information must be prioritized.

Related factor 1: Advertising image design

Variable 1: logo

Big brands usually choose to enlarge the size of their logo to highlight the brand’s presence and give users a sense of security. The logo of a small brand company’s advertising image looks formal.

l Variable 2: Main slogan

The main advertising slogan generally requires: explaining what the product is, and the copy should preferably be able to stimulate users' needs or sense of lack and resonate with users. In short, it should attract the attention of the target audience.

Variable 3: Sub-slogan/product description, which is used to assist the main slogan and add some highlights to the product information

l Variable 4: Offer description

The description of the offer makes use of the combination of the human nature switches of [loss aversion] and [benchmarking]. Users will feel a gap in their hearts based on the information. The original price was several hundred yuan VS it is free now, wouldn’t it be a loss if they don’t get it quickly?

l Variable 5: Guide code scanning language

Although the guiding words for scanning the QR code are simple, they are crucial in influencing the user's behavior. Treating the user as a novice means clearly guiding the user's behavior.

l Variable 6: QR code

In image marketing, QR code is the simplest trigger method to reduce user action operations. It only requires two steps: long press - identify the QR code.

l Variable 7: Illustration: No matter what kind of image it is, it should attract the user's attention and make the user associate.

Related factor 2: Delivery strategy

I summarize the relevant variables as:

l Variable 1: Delivery channel :

The same advertising image can be placed on different channels to test the conversion capacity of each channel. For example: We can test which of the three cities of Guangzhou, Zhuhai and Shenzhen has a strong conversion capability and which city has a weak conversion capability? For example, which of the 10 districts in Shenzhen has stronger conversion capabilities? How much difference is there in conversion capacity between different regions? Thus measures can be taken to strengthen and remedy the weaknesses.

l Variable 2: Delivery time

The same ad image, the same channel, and different delivery periods can be used to test the conversion power of the channel in each period, so as to better understand user habits and behaviors and develop better plans.

l Variable 3: Delivery content:

What advertising content are users interested in? What are the keywords ? What is the scene?

Taking online English education as an example, which type of advertising image has a higher conversion rate ?

Star: Star + girl? Star + boy?

Foreign teacher: Male foreign teacher? Female foreign teacher? Foreign teachers + children?

Children: Chinese children? White kids?

Parents: child + mother? Child + father? Child + father + mother?

Scene: On the desk? Computer video? What are you doing?

Style: Realistic scenes? Cartoon style?

Which type of pictures do users prefer? To find out which image has a higher conversion rate, we can try it purposefully: using the same ad image and the same channel, changing 1-2 variables can test user preferences.

Or when we search, experienced big brands of the same kind have already seen through everything↓↓↓↓

At present, through the exploration of these early simple techniques, the visit rate of advertising images in users’ Moments is about 0.25% (this data has been deduplicated and is 1/50 of the daily Moments content data. The visit rate of daily Moments content is generally 12.5%), and the CPA transaction conversion rate is 20%-30%.

(The former data is the number of visitors to the landing page , and the latter data is the number of CPA orders submitted. It is only partial data and is for reference only.)

I will continue to explore new methods in the future, hoping to increase the visit rate of WeChat Moments users~

To sum up

I think the marketing of the circle of friends is best based on "permission marketing", or both parties have a tacit understanding to consent to this valuable circle of friends relationship. Because what we add is not just a potential consumer, but a friend. We have established an emotional connection and trust because of these valuable information or services. With this link, it is difficult for similar competitors to snatch it away, because people trust familiar things more and will have many concerns about trying unfamiliar things.

Therefore, in the early stage, it is important to establish a good emotional connection with users based on the characteristics of your platform and strive to make friends with users. This may also be helpful for the subsequent platform monetization.

By studying more about how benchmark companies in similar industries do things, you have already gained the foundation of this industry. The rest requires specific analysis of specific situations.

The author of this article @胡翻翻 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games