The framework for building information flow marketing pages in the financial industry!

As people's living standards improve, current income can no longer meet their consumption needs. The financial lending industry has ushered in unprecedented growth. The new middle-class young generation has huge consumption potential, which has brought strong market demand to the industry.

1. Analysis of financial audience

1. Audience Basic Attributes

Through big data analysis, we can understand the basic attributes of the borrowers. The borrowers are between 25 and 29 years old , accounting for 52.71% . Most of them are young people who prefer credit consumption, and most of them are men .

Judging from the audience's occupational distribution, the audience is mainly high-paid white-collar workers with stable jobs, and most of them are distributed in economically developed provinces. After determining the attributes of the population, the next step is to analyze the population and determine their needs.

2. Demand Analysis

Different audiences have different demands for products, so choosing the right entry point and focus is crucial.

Common groups of people in the financial industry can be divided into three categories:

The first category: people who are potentially without loan conditions. This type of users usually use loans to improve their quality of life and are classified as small loans;

The second category: medium-sized consumers who use housing provident funds or insurance policies to obtain loans, and use loans to buy houses and cars, etc.;

The third category: people who have cars and other assets and have good loan conditions, and use them for high-value turnover such as investment and capital chain;

2. Financial industry information flow marketing page

Based on the target audience's borrowing purposes, we found the users' sensitive points as well as quick loan approval, low threshold, interest rate, and installment period, and summarized 3 types of marketing pages for the corresponding groups of people.

1. Small amount loan type

For people without loan conditions

① The title image copy needs to highlight that there is no threshold , that is, the maximum loan amount;

② Then use test questions to guide behavior and evaluate the user's loan amount;

③ Finally, display the test results through a pop-up window , which can enhance the user's trust and encourage the audience to actively stay on the phone;

Let's substitute the characters for analysis:

For example, a white-collar worker who has just worked for a year wants to travel abroad during the May Day holiday. However, since he does not have much savings and has never applied for a credit card, he does not have enough money for the travel. At this time, when he sees that he can get a loan without checking his credit report or looking at his debts, this meets my loan conditions. Then he was attracted by the quick and convenient loan process on the form, which guided me to take the initiative to test the loan amount to see whether it met the loan requirements and complete the call.

By visualizing the above user psychology and behavior, we have summarized the golden formula: clarify the loan limit + guide testing + add pop-up window evaluation

2. Credit loan type

It targets the middle-sized consumer group , and focuses on the advantages of simple and clear loan process and low threshold conditions ;

Golden formula: clear loan limit + guided testing plus process advantages

3. Mortgage loan type

For high-value mortgage loans, it is necessary to clarify the mortgage loan business . The audience can use the test questions to understand whether their collateral can be used as a mortgage loan, so that the marketing page can interact with the user;

Golden formula: clear business + business type description + form guidance + reception process + institution reputation

Based on the data analysis obtained from multiple tests, we have given suggestions and comments on the corresponding groups of people for the marketing page, which can be used as a reference for making marketing pages.

3. Financial industry search marketing page

The search page recommends guiding the decision-making path and focusing on key points.

Two types of search marketing pages are recommended:

1. Credit loan type

It is recommended to accurately target the audience and solve the borrowing needs of the audience based on intent words and interest words, combined with search history words.

2. Mortgage loan type

It is recommended to select corresponding business segments according to the needs of different target groups, demonstrate the loan process and advantages to attract the audience, apply quickly online, and solve the audience's borrowing needs.

How about it, have you learned these tricks?

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch