Zhihu promotion strategy for small household appliances!

1. Company Introduction

Client K is a brand that mainly deals in household appliances - JOYFACE, which focuses on the field of intimate clothing and washing appliances. It is an e-commerce company that integrates product design, research and development, implementation and sales, and is committed to creating a more relaxed and enjoyable quality life for users. It has always been popular for its product-centric and user-centric approach and has a high market reputation.

2. Marketing background

With the continuous development of science and technology, the smart home industry has also developed rapidly in recent years. Whether it is young people or single groups, everyone has higher and higher requirements for life. The changes in the population structure have also made the small home appliance industry a very promising track in the past two to three years. However, the phenomenon of uniformity and homogeneity of products on the market is becoming increasingly serious. Creative, differentiated and scenario-based promotion is necessary to increase market share.

This time, client K wants to promote a small washing machine for underwear on Zhihu , hoping to bring new customer growth through the innovative thinking mode of Zhihu content marketing.

In recent years, the content blue ocean has been increasingly prosperous, and customers have also learned that many corporate marketing strategies are leaning towards "content", and that the content strategy has also brought good overall growth to the companies. Customers want to seize this wave of traffic dividends while Zhihu is still in the early stages of commercialization and the bidding level is low. This is also an important step for them to break through the current difficulties in acquiring customers in e-commerce.

3. Delivery Target

The price of the customer's product is over one thousand yuan, and the average order value is also relatively high among similar products. In the past, the promotion effect on many platforms was not very ideal. This time, we were attracted by the matching degree and high consumption capacity of the Zhihu population and wanted to test the effectiveness of the Zhihu platform.

The budget for this Zhi+ campaign is 75,000 yuan, with a campaign cycle of 30 days. The daily consumption in the early stage is about 2,500 yuan, and if the effect is good in the later stage, the daily consumption can be increased to about 5,000 yuan. The client hopes that the ROI can reach 1:1.5, and at the same time test the effect of Zhihu content long-tail traffic.

4. Delivery plan

1. Understand product details

The first step is to understand the detailed information of the product, collect and organize the information, effectively refine the product selling points and determine the direction of content output. At the same time, communicate with customers to understand the existing reputation in the market and even in the Zhihu community, the portrait of potential consumer groups and other information, and finally avoid shortcomings that would be dissed by users when outputting content.

2. Improve account persona building

• The most important thing: profile, profile picture, homepage, one-sentence signature (establishing a connection point with users and providing value)
• Second most important: background image, detailed information, Zhihu achievement column (increase account authenticity and build trust)
• The third most important thing: paid works, badges of honor, image tags, and classification columns (to create professionalism)

If it is an institutional account, it is recommended to use a logo as the avatar, and at the same time, the high value of the company should be displayed in the introduction. Expert accounts or KOCs should reflect professionalism, and personal accounts should increase the authenticity and sense of life of the account. Moreover, the account persona must be established and perfected before the content goes online, because the account persona will also affect the credibility of the content and the final transaction.

(2) The text eliminates doubts

The key to eliminating user doubts lies in real materials and pictures, such as pictures of life scenes, usage scenarios, etc., emphasizing spontaneous usage experience and real evaluation summaries to resolve user doubts, and also improving content readability. Try to make your language style more lively so that it will be more full of life.

E-commerce product plug-in acceptance method = ordinary card → Taobao reminder → add to cart → place order → conversion → ROI.

(1) Production/cost marking, but unable to release volume

• Impact of filtering indicators: If the budget is sufficient, try to increase the price as much as possible.
• Influence of topic population: whether the vertical topic selection has reached a certain number of approvals, and whether the general topic selection population matches.
• Content on-site strategy: whether to continuously optimize content and article titles.

(2) Costs do not meet targets and the investment-to-production ratio is too low

• The cost of plug-in clicks is high: whether the topic matches, whether the article title, plug-in layout and guide are optimized.
• The order conversion rate is too low: the conversion rate of the selected question itself is low, the comment area guidance is not optimized enough, etc.
• Average order value/order value is too low: adjust product selection strategy and change promotional packages.

5. Delivery effect

1. Cautious consumer product conversion requires building trust first

If the promoted product is not a mass consumer product of one or two hundred yuan, but a cautious consumer product with a unit price of several thousand or tens of thousands of yuan, such as laptops, LCD TVs, adult education, financial insurance and other industries, the user's consumption decision cycle will be longer and direct online conversion will be more difficult. It is relatively more suitable to establish trust through high-quality content and then promote consumption decisions.

2. Content Optimization

To improve content quality, the focus is on two aspects: content layout and comment interaction. In terms of typesetting, the content of each section is quantified by splitting, reorganizing and summarizing the content, and extracting the core elements, thereby reducing the difficulty of reading for users. In addition, you must pay attention to the interaction after the content is released. You can prepare for the interaction in advance at the end and then guide positive comments.

3. Zhihu long-tail traffic

Long-tail value is one of the characteristics of Zhihu content, which means that good content accumulated on the platform not only has the power of natural growth, but also can form continuous and accurate new traffic.

The accuracy of Zhihu's traffic and the quality of its customers can be said to be the most valuable on the entire network. A non-timely content can continue to circulate for several months or even years. A high-quality article can even bring you consulting customers two years later. This is also the charm of Zhihu's content marketing.

Author: Tingting

Source: Xingya Technology