Tencent advertising strategy for home improvement and building materials industry!

1. Industry Trends

With the rapid economic development, the improvement of people's living standards, the increasing demand for real estate living comfort, and the rapid development of the Internet era, the home improvement and building materials market has been promoted to develop upward, and the scale of the Internet home improvement and building materials market has increased year by year.

2. Classification of home decoration building materials

Home decoration building materials are essential materials for decoration, which can be roughly divided into the following categories

3. Analysis of Industry Consumer Profile

The home improvement and building materials industry has an obvious "she" economy trend, with women having a prominent voice.

In terms of education level and age, those born in the 1970s account for the highest proportion, with most of them having college degree or above. Those born in the 1980s rank second, and people's demand for building materials and decoration is also increasing.

Distribution of business interests of industry consumers:

Insight data shows that industries such as home furnishings, business services, real estate, home appliances, and clothing and luggage have a relatively high level of interest, ranking in the top five.

Industry demands:

As we all know, although the building materials industry is currently experiencing a booming development trend, with the fierce competition among peers, there are undoubtedly marketing pain points. Only by accurately grasping the marketing pain points of their own industry can industry merchants better "prescribe the right medicine" and avoid detours.

The summary is as follows:

① Brand precipitation

Conduct brand promotion from time to time to enhance brand influence;

Enhance consumers' brand familiarity and promote demand conversion;

Build a brand fan base and conduct event remarketing;

②Collect clues

Develop new customer resources, tap into consumer markets to reduce customer acquisition costs and increase marketing profits;

Acquire effective customers and conduct marketing conversion;

③Store anniversary promotion

Cover the audience around the store and enhance user awareness;

Store anniversary promotions accurately reach potential customers;

Attract users to shop in stores and realize the online and offline closed loop;

4. How can home decoration and building materials ride the wave with the help of Tencent Advertising ?

1. Marketing and promotion resource recommendations

Currently, Tencent's advertising space is mainly divided into: WeChat advertising, Guangdiantong (XQ, XS, Youlianghui and other advertising resources, each of which has its own marketing advantages and value. Advertisers can choose the appropriate resource space according to different marketing goals.

1) Focus on customer acquisition and traffic generation - suitable for the entire building materials industry, with quotation/product introduction/activity discounts as the main body, combined with form collection, mini-programs, online consultation and other gameplay methods.

Recommended options: Moments ads, Tencent News, Tencent Video, QQ information flow, bottom ads in public account articles, etc.

2) Accumulation of private domain traffic - suitable for furniture and building materials companies, cultivating loyal customers, long-term customer accumulation, combining attention/mini program/App/external link gameplay

2. Industry launch strategy

Roca reaches target users in a targeted manner

a. Targeting based on crowd attributes (high potential crowd of building materials + married people with houses + married middle-aged people)

Age: 25-55

Marriage: Married

Property status: Car and house

Interests/Behaviors: real estate, building materials, home decoration, travel, luxury cars, primary and secondary education, etc.

b. Select targeting by geographic location

Choose to place the advertising campaign in the business district/property that the advertiser wants to place the campaign, and customize the campaign to reach people within a 1-5 km radius.

c. Orientation according to marketing objectives

Attract new customers——high potential customers of furniture and building materials and exclude converted users

Pulling activity - users who have followed the official account, downloaded the APP or received the card voucher

Targeted DMP crowd management

DMP supports the creation of private groups and the expansion of similar groups, pushing advertisements to the groups most likely to achieve conversions, and improving the ROI of advertisements. This will help advertisers in the building materials industry to efficiently acquire potential user information during advertising and improve actual conversion rates.

Marketing strategy suggestions: (as shown below)

Different marketing methods should be selected for different product types + discount methods + marketing scenarios

Outer copywriting design tips:

1. One question and one answer - specific problem + solution

For example: In Guangzhou, how much does it cost to install such a beautiful floor?

Enter your area and get the answer immediately

2. Price advantage - product advantage + surprise discount + limited time/limited quantity

For example: XX wooden door, one yuan for one thousand, high-end wooden door brand, shocking direct sales, buy two get one free

Outer picture design tips:

Color matching: It is recommended to use warm and bright tones to keep the picture clean and bright.

Composition skills: Top-down structure: clear layers can focus the attention and make the information conveyed more clearly.

Image selection tips: Take real product pictures to enhance user favorability and trust.

Font selection: The text should not exceed 3 lines at most to avoid too much content that will make the main body unclear, and the number of fonts should not exceed 2.

High-quality landing page sharing:

Example 1:

Analysis of design points: The beginning is presented with the product types of tiles, with multiple categories. The form is completed concisely, achieving the goal of collecting customer information while only requiring three items to be filled in.

The overall tone of the landing page is consistent with the outer layer, and the content of the landing page continues the description of the outer layer and provides detailed supplementary explanations, making the product presentation content more story-like.

Example 2:

Example analysis: Obtain registration information filled out by customers through free design forms, and provide free places for discounts. Presenting content products through product pictures and classified designs can reflect differences and be more conducive to reaching customers with segmented professional needs, focusing on product discounts and product advantages.

5. Excellent Case Studies

Case 1

Background:

Through advertising promotion in WeChat Moments, we can enhance the visibility and influence of our own brands, accurately reach and lock in target users, thereby increasing the brand's market penetration and ultimately promoting offline sales conversions.

Optimization effect:

Exposure level: 121W, number of interactions: 15,000, information conversion sales: 202,000

Key points for delivery:

The landing page showcases the group's advantages to users, reaches target users through high-quality lifestyle positioning, and resonates with them. The advertising landing page introduces the group's strengths and advantages, and guides potential users to fill out forms and leave information to experience brand products, thereby better improving advertising conversion rates.

Case 2

Background:

The dealer has opened a new store, but the initial click cost is high. From the perspective of copywriting and image optimization, A/B test data with low cost is used to seek breakthroughs.

Key points for delivery:

Advertisements are placed to accurately analyze the needs and characteristics of potential user groups; use copy + pictures to stimulate user needs, solve pain points, quickly guide target users to stay, and efficiently improve conversions.

Optimization effect:

Details page viewing rate: 3.45%;

Cost of viewing native promotion page: 0.96 yuan;

Information collection cost: 98 yuan/item;

The above is all the practical sharing about today - the marketing strategy of Tencent advertising in the home improvement and building materials industry. As the saying goes: "When two brave men meet in a narrow road, the brave one wins." A thorough understanding of the industry's marketing demands and the industry's marketing strategies in promotion and customer acquisition will definitely help you to be better in your journey of promotion and customer acquisition!

Author: Silk Road Praise

Source: Silk Road Praise