The author of this article, Sister Xiaoli, has many years of experience in operating Fanstong and has unique insights into the optimization and effectiveness evaluation of Fanstong.
There are too many marketing products in the Internet era, and large Internet companies such as Baidu, Tencent, Alibaba, Sina... each have their own piece of the pie. Whether it is traditional industries launching online marketing offensives or the foundation of the Internet industry, Internet marketing in all walks of life is becoming more and more urgent. If you want to do marketing well, it all comes down to whether the industry and marketing products are suitable together. You have never seen any hotpot restaurant doing search word optimization on Baidu, but you can see them everywhere on Weibo; you have never seen any business card printing and advertising on Sina, but there are quite a few on Baidu. That’s actually the reason!
I'm not a big shot and I can't brag too much. Let’s take this opportunity to talk about the performance channels on social platforms. Since the product that I come into contact with the most is Fanstong, let’s take it as an example and see how to use this product to perform performance marketing. There are three articles in the series. I will release the next two articles through the Gupo platform. Readers are welcome to communicate with me.
Introduction to One Fan Tong What is Fantong? To put it simply, it means advertising in the Weibo information flow. Fanstong has three types of advertising: blog post promotion, application promotion, and account promotion. Regardless of the form, advertising information will be accurately delivered to the target audience based on user attributes and social relationships.
What type of products are suitable for The answer is simple, eat! drink! Play! happy! Anything that you find interesting and fun is suitable! This is determined by the attributes of the Weibo platform, because everyone who uses Weibo opens Weibo not to learn or search for information, but to have fun and relax (except during periods when major news events break out, of course; although this is also Weibo’s strength, it is not the focus of its promotion).
Fensong’s advertisers can be roughly divided into two categories, O2O and Internet. O2O enterprises are very suitable for the Weibo platform and benefit from the Weibo user experience, but due to geographical restrictions, it is difficult to achieve large-scale development. The effectiveness advantage is concentrated on the creativity of copywriting, and there are fewer operational levels.
The Internet can be further divided into e-commerce and APP. In the process of converting off-site traffic to on-site conversion, e-commerce companies must use social marketing to attract large numbers of customers who can afford the ROI and spend money. At present, 9 of the top 10 apps occupying the traffic of FansTong are APPs. It is obvious whether FansTong and APP are suitable to play together.
Three fans promotion form 1. Blog post promotion: This is the core form of advertising for Fanstong and is suitable for all types of businesses. Creative copywriting is the key. The national average interaction rate is around 0.7%-0.9%, and there are also many APP customers who directly reach 1.5%-2.5%. Blog post promotion can best reflect the basic creative skills of operators. (This article will focus on the second part) 2. Application promotion: As the name suggests, only APP can be launched. The delivery of application promotions is prone to instability, and it is common for CPE bids to reach 2 yuan and not be able to be consumed. But the advantage of app promotion is that it is very simple and easy. If the CPE can be controlled at 0.9-1.2 yuan, there can be sufficient delivery volume, and the conversion effect is also good, business owners can basically free up their budget to invest.
3. Account promotion: large quantity and low price, not suitable for APP and e-commerce companies with strict ROI requirements. Personally, I think it is more suitable for O2O and companies with brand promotion needs.
Comparing the interaction costs of Weibo Fans Tong and Tencent Guangdian Tong, it is not difficult to find that the cost of Fans Tong is higher. First, the overall traffic of Fans Tong is limited by the social platform and is not as large as Tencent's entire system. Second, Weibo will also guarantee user experience by controlling advertising prices.
But why are business owners still desperately pouring money into it despite the high costs, often seeking traffic but failing to do so? A very direct reason is the quality of Weibo users. Fanstong brings in all real users, and more than 80% of users on the Weibo platform have received higher education. With the same cost to acquire a user from Weibo, both conversion and retention rates are generally higher than those on other platforms.
That’s all I have to say about products. Now, how do we use Fanstong to do performance marketing? Optimization experience is the second thing I want to talk about. Let me share with you two typical product cases. One is that the characteristics of the target audience are not obvious, and the group is huge. How do we focus on effective users? One type is when the target audience is narrow but high conversion is urgently needed. Due to limited space, interested friends may wish to continue paying attention to "Three Things You Should Know About Performance Marketing on Social Platforms (Part 2)".
