Moments advertising strategy

This article takes the beauty industry as an example.

There is a popular saying nowadays: Beauty is justice. It is precisely because of people’s strong demand for appearance that the beauty industry has entered an unprecedentedly prosperous period of development. Although the beauty industry is developing rapidly, many beauty salons are currently facing the pain points of difficulty in acquiring customers and high costs, and are in urgent need of new solutions. Moments ads have the advantages of high conversion rate, low customer acquisition cost, and visibility nearby, making them exactly the marketing channel that the beauty industry needs. In-depth research on the advertising strategies in WeChat Moments is of great significance to beauty salons.

Image source: Tencent Advertising official website

1. How to set up advertising in the beauty industry’s WeChat Moments

The user group of the beauty industry is mainly concentrated between the ages of 20 and 35. In addition to girls, men are also beginning to pay more and more attention to the beauty industry. For consumers in the beauty industry, the cost, specific effects, risks, and duration of beauty projects are some of the aspects they are most concerned about.

In view of the characteristics of the user population in the beauty industry, the advertising plan can focus on the following plans:

• In terms of the marketing chain, it can operate through online customer acquisition and offline traffic diversion. Consumers can use their online reservation vouchers to shop in stores, and merchants can provide corresponding thoughtful services based on the user's relevant information. The way to acquire customers can be through form leads, following official accounts and adding WeChat. Through official account guidance and personal WeChat marketing methods to communicate and convert, and then to paying the deposit, confirming the appointment time and paying the balance in the store, the whole process is relatively smooth and the cost is not very high.

Image source: Tencent Advertising official website

2. GuangDianTong link: You can choose to add friends. After setting up a more eye-catching circle of friends plan, users can directly add friends when they click on the details page, which makes it more convenient to enter the one-to-one chat interface. The one-on-one chat mode can also be used for precision marketing. Adding WeChat is a common method for beauty salons because it facilitates subsequent guidance and conversion. By adding WeChat, you can also continuously influence customers through the circle of friends and sending event information. At the same time, the conversion cost of this method is not high, and the cost performance is very good.

3. GuangDianTong link: You can choose to make an appointment by phone, which is a method of influencing customers by having users click on the details page, fill in personal information to make an appointment, and then the merchant contacts the customer to confirm the appointment time. This method has a very wide range of applications and is a model that is more popular among businesses.

4. WeChat link: You can choose to follow a public account. Moments ads can link the public account to the details page, so that users can follow the WeChat public account by clicking on the details page. In the customer service WeChat that pops up on the official account, you can set some automatic replies to guide users to add it. The advantage of this method lies mainly in displaying more business information, allowing customers to have more favorable impressions of the business. If you are doing well with your WeChat public account, you can try this model.

Image source: Tencent Advertising official website

2. Strategies for advertising in the beauty industry’s WeChat Moments

If you want to do a good job of advertising in the circle of friends, you not only need to set up some promotional activities and carry out targeted delivery to precise users, but also need to use more professional marketing design and delivery strategies to make the promotion smoother.

1. Advertising strategy near local stores

For local beauty stores, WeChat’s nearby advertising is undoubtedly the most appropriate. It targets users within 5 kilometers of the store. Simply put, any WeChat user within 5 kilometers of a store can see the store’s advertisements in their Moments. The more common forms of this type of advertising are distributing coupons and obtaining mobile phone numbers. It has low cost, is easy to operate, and can continuously expose and attract traffic, which can well meet the needs of merchants.

When setting up nearby recommendations, it is recommended to use store location, beautiful large pictures, and discount information to attract users to click. After clicking, users can generally see detailed information such as merchant information, usage rules, contact information, discount time, etc. This model can stimulate nearby users very well, and the probability of attracting users is still very high.

2. Summary of common promotional activities in Moments ads

Among the many WeChat Moments ads placed by the beauty industry, the most common one is the display of promotional activities. Common promotional activities include the following:

(1) Emotional marketing: using consumers’ emotions, such as joy, longing, fear of loss, etc., to repeatedly awaken consumers’ desires;

(2) Festival marketing: This is actually a form of marketing that leverages festivals to amplify the effect of an event.

(3) Value-added services: adding additional services to products to attract users;

(4) Gift giving activities: This is more conventional and direct, such as giving gifts in stores;

(5) Full-buy discounts: Many consumers like this method because they can combine purchases to make a purchase;

(6) Vouchers: This method of giving customers an advantage can give them a certain sense of superiority. Discount coupons and experience coupons also belong to this category;

(7) Direct reflection: Directly reflecting preferential information and price discounts is more common.

Image source: Tencent Advertising official website

3. Tips for advertising in the beauty industry’s WeChat Moments

The placement of beauty industry WeChat Moments advertising requires different strategies at different stages:

(1) Initial stage: During the initial launch, appropriate testing can be carried out. Generally, it is better to choose ad spaces with large traffic first. Then, based on your own actual situation, select some ad spaces for multi-party testing. Through testing, we can find out the better direction and optimize and layout the landing page based on the actual results.

(2) Stable stage: Advertising materials can be updated regularly at a certain frequency. If the conversion cost is too high, they can be closed directly. You can refer to the advertising materials of your peers to optimize your own materials.

(3) Expansion stage: There are a variety of targeting modes that can be tested in multiple ways to continuously expand the coverage of the population, and also to find user groups that meet the optimization goals. In terms of data, you can upload more user data to expand the population.

3. Case analysis of advertising in the circle of friends in the beauty industry

It is quite common to place advertisements on WeChat Moments in the beauty industry. Next, we will share some case studies to get some tips on placing advertisements on WeChat Moments.

1. Case 1: A beauty salon’s WeChat Moments advertising promotion

In order to promote its business and attract traffic, a beauty salon adopted the WeChat nearby push method to set up promotional activities. Its promotion is a shoulder massage for 3 times for 9.9 yuan, limited to 88 pieces, and you can also receive a 100 yuan cash coupon when you visit the store. Presenting it in the form of exquisite large pictures can make people who see it more excited. When the user clicks on the large picture, an interface for receiving free benefits will appear. Of course, below the free gift, there will be the contact information of the beauty store and instructions for using the coupon. This method has obvious advantages in attracting users to the store.

Image source: Tencent Advertising official website

Its advantages are mainly reflected in several aspects: first, after the three times of 9.9 yuan benefits are used up, there will be a 100 yuan cash coupon in the store to stimulate users to consume again, which is a very good hook; second, the promotion is exciting, and the limited-time purchase makes users feel a certain sense of urgency and will claim it quickly; third, the overall promotion is very simple and clear at a glance, allowing users to understand it at a glance. Moreover, the discount is very large and the cost-effectiveness is high, so many people will want to consume it.

2. Case 2: A beauty store uses discounts to place WeChat Moments ads

A beauty store attracts customers by distributing benefits. In the picture ad, it is written that the item originally priced at 399 yuan is now only 99 yuan. The discount is not limited but is for a limited time.

This marketing campaign has the following main features: First, it appears in the form of a limited-time special offer to guide users to consume, and the timing can be freely controlled; second, it uses relatively high-end scenes to display the discount, making it easier for users to click to understand. At the same time, let users join the group to improve user stickiness.

Image source: Tencent Advertising official website

Overall, the advertising in Moments should be simple and elegant, and the promotional activities should be presented in a clear and concise manner. In order to make it easier for users to trust, more realistic scenarios can be used to illustrate the point. Of course, visual impact must also be taken into consideration.

Generally speaking, under the Internet model, the beauty industry should pay more attention to online promotion in addition to quality. Moments advertising occupies a relatively important position in Internet marketing. When placing Moments advertising, in addition to paying more attention to the delivery strategy, you must also innovate in concepts and pay more attention to it in order to better attract users and increase sales.

Author: Silk Road Praise

Source: Silk Road Academy