Postpartum care center-Tencent advertising customer acquisition strategy

Industry dynamics overview

The market size has a compound growth rate, concentrated in coastal and high-consumption cities

Market size: The domestic postpartum care center market has a compound annual growth rate of 17%. In 2020, the market size will be nearly 15 billion. The number of postpartum care centers nationwide is 5,000+, and first-tier cities account for 80% of the country's postpartum care centers. The average price is generally 60,000+, and the market potential is huge.

Regional distribution: Shanghai has the largest number of confinement centers, accounting for 15.6%, followed by Beijing, accounting for 13.3%; Tianjin, Chengdu, Chongqing, Hangzhou, Shenzhen, and Guangzhou all have confinement centers accounting for more than 4%; while in Xining, Yinchuan, Changsha, Nanchang, Hohhot and other regions, the development of confinement centers is still relatively slow.

Market characteristics: Maternal and child care and custody users are mainly highly educated and high-income people living in first-tier cities. They have broad interests and pay close attention to various maternal and child information. They prefer to obtain information through authoritative channels such as maternal and child vertical platforms, Weibo, and brand official websites. On Weibo, they mainly follow KOLs such as childcare experts and infant doctors who have a strong driving force for their consumption.

Industry Marketing Status and Demands

Industry Solutions

Exposure stage: Reach users in multiple scenarios with high-quality advertising space

Click link: Various advertising forms to guide users to click

Click link: The outer layer displays more information to attract users to click

Add emoji expressions to the copy to bring users closer and attract clicks; add labels below the copy to allow users to perceive the meaning more directly, thereby increasing the attractiveness and click-through rate of the ad.

Display a countdown on the outer layer of the ad to increase users' sense of urgency and promote conversions; integrate actionable cards and freely match labels, action buttons and other components.

Displaying real conversion data on the outer layer of the ad can enhance users' trust in the ad and thus increase click-through rate.

Conversion stage: multiple links to improve conversion rate

Collect sales leads

Link delivery key points

Effectiveness:

It is necessary to set up deduplication and intelligent verification to reduce invalid customer information

Atmosphere creation:

The landing page is equipped with conversion data display, marquee and other components to create a hot atmosphere and promote conversion

Mean effect:

The cost of leads is 120-300 yuan, and the efficiency of customer information is 40%-50%.

H5 external links

Link delivery key points

Effectiveness:

The landing page can imitate a smart calculator, and screen customers by setting popular questions to improve efficiency.

Confidentiality of Information:

When users need to fill in a lot of information, they need to note that the information is absolutely confidential, which can reduce users' defensive psychology and increase customer acquisition rate.

Mean effect:

The form costs 140 to 350 yuan, and the efficiency rate is more than 45%.

Add WeChat Customer Service

Customer acquisition advantage

After the implementation of the new policy on public accounts, there are greater restrictions on following followers. You can add followers directly on WeChat through the WeChat link to avoid the impact of the policy.

In the later stage of the enterprise micro link, the online sales enterprise micro can be directly placed to shorten the link, reduce the loss of layers, and improve the ROI conversion advantage

The enterprise WeChat link can screen high-intent customers and improve the efficiency of the backend (currently the efficiency of enterprise WeChat is 75%)

Enterprise WeChat customer service can enhance user trust and increase the private domain value of conversion intention. When users successfully add the enterprise WeChat, they actively establish a friendship, and the intention itself is guaranteed. At the same time, these potential users will settle in the brand's private domain environment, and in the future they can further explore conversions through the enterprise WeChat's circle of friends, event stimulation, etc.

Industry placement recommendations - targeting settings

Different wide and narrow directional combinations can improve the overall account exposure quality.

Enhance brand influence through broad targeting (using the basic attributes of the target population to set targeting) to obtain massive traffic and expose the brand over a large area.

Improve advertising accuracy and narrow targeting (automatically expand the seed population function based on the basic attributes of the target population to set the targeting) to improve advertising quality.

Tips for delivery: When using narrow targeting, it is recommended not to check the behavior/interest option to avoid exposure difficulties due to insufficient exposure.

Industry reference cases

Excellent case - double bidding for friends circle attention

Outer material:

The large size and puzzle format fully demonstrate the cleanliness and comfort of the confinement suite from multiple angles, with complete furniture, which attracts users' attention.

Custom label conversion data display:

Highlight the brand reputation and popularity, combine the number of followers, create a hot atmosphere, and guide clicks

Conversion link:

Card ads directly jump to the official account to follow the details, eliminating the need for native promotion pages to avoid losing customers and effectively improve conversion rates.

Directional settings:

Region (Shenzhen) + Age (25-40) Gender (Female) Interest and Behavior Orientation (Keywords Strongly Related to Pregnancy and Childbirth)

Bidding method:

Follow-up-registration dual stage (bid around the average conversion cost in the past 7 days)

Excellent case - Prioritize volume + expand the seed population

Outer material:

The content revolves around postpartum meals, baby care, postpartum yoga, massage and other scenarios. The style is warm and infects users with positive and joyful emotions.

Landing page settings:

a. Graphics and text composite component: Place floor plans of different packages to meet customers' needs of different styles;

b. Floating button: It is always displayed at the bottom of the screen and does not disappear. It is used with words such as "How much does Shenzhen confinement center cost" and "Get a quote in 10 seconds" to always focus on user conversion;

c. Dual components: Increase conversion entry points and match different copywriting to improve page conversion

Directional settings:

Region (Shenzhen) + Age (23-48) + Gender (Female) + Interest and Behavior Orientation (Pregnancy, Fetal Education, Eugenics + Pregnancy and Childbirth Related Keywords)

Delivery mode: Prioritize quantity

Automatic expansion: Enabled. The settings cannot exceed gender, region, or age. The users must be bound to the group with validity period of half a year or order number.