Uncovering the secrets of SEM and information flow advertising in WeChat

Speaking of the four words "add fans on WeChat ", everyone will definitely think of marketing methods such as attracting fans through WeChat business, WeChat group control, and public account forwarding.

In fact, since 2016, a new method of attracting WeChat fans has been actively used in SEM bidding rankings and major information flow advertising platforms.

This article will talk to you about a new type of routine in the name of "adding fans on WeChat".

1. Marketing Form

One soft article + add personal WeChat account + WeChat sales

The new type of "WeChat fans" purchases traffic on various search bidding platforms and information flow advertising platforms, then uses soft articles (leaving personal WeChat accounts in articles to guide people to add WeChat friends), and finally sells products through WeChat to harvest traffic.

2. Suitable products and industries

Most products suitable for this type of marketing promotion are high-profit, high-return products.

Currently, industries that monetize by adding followers on WeChat include high-profit industries such as the cosmetics industry (freckle and acne removal), health care products industry (weight loss, breast enhancement, and sexual enhancement), medical and pharmaceutical industry (various diseases), and the financial industry (stock recommendations).

We all know that it is almost impossible to directly promote these products on major promotion platforms (the qualifications required to promote these products are very high). Therefore, marketers usually purchase relevant users first, then add them to the user’s personal WeChat, and finally complete the conversion on WeChat.

So, how do you implement this routine?

3. Conversion Process and Landing Page Routines

1. Conversion process

Paid traffic generation - soft article landing page (successful case) - guide users to add personal WeChat account (implanted advertising) - become WeChat friends - WeChat marketing (traffic conversion).

2. Landing Page Tricks

The copywriter will plan and write an emotional and soft article, imitating the self-questioning and self-answering mode, and generate a set of marketing landing pages.

Soft articles imitate the styles of Tieba , forums, Zhihu, and various knowledge marketing platforms, and embed a personal sharing or a question-and-answer platform for self-questioning and self-answering. As shown below:

The general meaning is: I tried to get rid of acne but it didn’t work before, and I was very distressed. Later, by chance, I met someone on WeChat. After adding this person on WeChat, there was a drastic change in my life. There will be a group of people following suit, one after another, agreeing with the person who shared his opinion. Say compliments like how awesome this person is.

A WeChat marketing account is embedded in the soft article to bring traffic to precise groups of people. After adding the WeChat account, sales will conduct sales marketing on WeChat.

This type of landing page is generally "interactive", so it appears to be more "credible", and the conversion rate and the cost of acquiring fans will be much higher than other WeChat group messages or public account forwarding transaction rates.

4. Analysis of the advantages and disadvantages of each traffic platform

Currently, the methods of increasing fans and attracting traffic on WeChat can be roughly divided into: search bidding promotion, DSP information flow promotion, WeChat forwarding, etc.

1. Advantages and disadvantages of search bidding promotion

Promotion platform: Baidu, 360, Sogou , Shenma

Advantages: large number of fans, rigid demand from search engines , high traffic accuracy, and high transaction conversion rate. Each platform has a rebate framework to reduce the cost of delivery.

Disadvantages: As the entry threshold and promotion threshold of this industry are low, the competition is becoming increasingly fierce, making the conversion cost higher and higher. All platforms are controlling this type of marketing method. For example, Baidu may ban the "soft article + adding personal WeChat account" promotion method from July.

2. Advantages and disadvantages of DSP information flow advertising

Platforms: Zhihuitui , UC Information Flow, Guangdiantong , iQiyi , Toutiao , 360 Information Flow, Baidu Search Information Flow, Mayu , Qutoutiao, etc.

Advantages: high exposure rate, low fan acquisition cost, more precise audience targeting, and a wide variety of delivery platforms. For example, breast enhancement products can be targeted at women, but search engines cannot do this.

Disadvantages: The transaction conversion rate is not as high as that of search engines, it is difficult to select channels for product placement, and the cost control and number of fans are unstable.

3. Advantages and disadvantages of WeChat forwarding

Platform: forwarding on public accounts, forwarding on WeChat accounts

Advantages: The fan cost is relatively low, and the conversion rate is lower than before with precise targeting. However, although the number of fans is large, the quality of fans may vary and some channels may contain zombie fans.

Disadvantages: In order to gain profits, WeChat forwarding companies’ promotion channels do not hesitate to mix in a lot of zombie fans. For the promotion party, it is difficult to monitor and evaluate.

5. WeChat fan-adding key modules

WeChat marketing is nothing more than doing two things: attracting fans and selling.

Therefore, the WeChat fan-adding model is mainly divided into two parts: one is the front-end traffic, that is, fan attraction, and the other is the back-end conversion, that is, sales. In fact, the core of adding followers on WeChat lies in back-end sales, which is similar to the micro-business model.

For example: I have a personal WeChat account, and the traffic I introduce is from people who want breast augmentation (female). First of all, the first purchase is profit, and secondly, this model is in the form of a treatment, so basically more profit comes from user repurchase. Moreover, the users of this WeChat account are women who want breast augmentation. They can generate profits through secondary and tertiary sales of other women's products.

Our team has also operated projects of this type. The key to the cost of adding fans for such projects lies in the following three key points: channel combination, delivery strategy, and team deployment and optimization.

1. Channel combination:

It is crucial to screen the proportion of each channel based on the required number of fans and the average customer cost. For example, the conversion rate of search channels is high, but the cost of acquiring fans is high, so DSP information flow channels need to be connected to reduce the overall delivery cost. In addition, according to different products, select cost-effective information flow channels. Often, the ROI of these small channels is higher than that of general channels.

The promotion channel is several times more effective.

2. Delivery strategy:

For example, when the demand for adding fans is relatively large, one account often cannot meet it, and we need to launch it on several accounts at the same time. Among each account, which account is used to capture precise bidding traffic and which account is used to run low-priced general traffic, including the screening of promotion time periods, the control of the proportion of high-conversion words and other factors all play a crucial role in the cost of acquiring fans.

3. Team deployment and optimization:

WeChat fan-adding and traffic-generating methods require a professional marketing team, because the competition in this industry is fierce and the budget required is also relatively large. Therefore, a professional team needs front-end copywriting planning, mid-term promotion resource platform selection, budget allocation based on ROI conversion, and post-delivery management to achieve refined delivery and high output.

Finally, I would like to say that this type of WeChat fan-adding is just a new way of micro-business promotion to attract traffic to the entire network. Instead of sharing this marketing method today, I would rather share this marketing thinking with everyone. After all, with the rise of a new marketing method, a group of people will immediately copy it.

For us marketers, marketing thinking is the core competitiveness. While they are still thinking about how to copy, we may have come up with new marketing promotion "routines".

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @艾奇Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map