Information flow advertising: A guide to optimizing landing pages in the machinery industry!

How can the food machinery industry reduce the verticalization cost of its main products by more than half? How to make the cold landing page of mechanical equipment more targeted? How to make the selling points more prominent on the landing page? This guide to landing page optimization in the machinery industry will provide you with a detailed analysis.

1. Decision analysis of business model in machinery industry

Due to the different users, the machinery industry is divided into two different business models: B2B and B2C. The common goal of these two business models is to promote products. But different users have different needs for products, for example:

1. B2B user behavior intention (group/enterprise decision-making)

Enterprise users need high-priced, complex, and high-tech products.

2. B2C user behavior intention (personal/family decision)

General users want products that are cheap and easy to use.

In summary, the main concerns of users in the machinery industry are: pain points, product value, product selling points, quality, brand strength, product price, activities, and after-sales service. Therefore, we need to design customized marketing pages according to user needs to create industry hot products.

2. Analysis of three major groups in the machinery industry

Analyze three major groups to help the landing page choose the appropriate entry point.

1. Potential group: considering whether to buy the machine

For example, I may not have the need to buy a steamed bun machine in the short term, but if one day I want to open a steamed bun shop, then I will have the need and will want to buy it, so I am a potential customer.

• Focus: Entrepreneurship support, industry prospects, whether pain points can be solved, etc.
• Entry point: free training, data acquisition, solving pain points

2. Target group: those who are motivated to buy the machine

For example, if I want to open a steamed buns shop, I may decide to use a steamed bun machine to produce steamed buns in order to improve efficiency, so there is a need to buy a steamed bun machine.

• Focus: Brand strength, promotions, product quality, cooperation cases, etc.
• Entry point: free training/quotations and other selling points, information acquisition/discounts and other activities, brand guarantee, etc.

3. Targeted groups: those who clearly need to purchase machines

For example, I have been running a steamed bun shop for a long time. Now I need to buy a new steamed bun machine. I start to choose from the brand, quality, and discount.

• Focus: service quality, product functions/quality/features, promotional activities, etc.
• Entry point: free training/quotations and other selling points, information acquisition/discounts and other activities, brand guarantee, etc.

3.4 types of information flow marketing pages

Four types of information flow marketing pages use the golden combination formula to solve the needs of three groups of people.

1. “Pain point” marketing page

Build for user pain points

Header image : the user's first visual point, using copy to explain the pain point problem and pictures to show the pain point scenario;

Middle part: ① Deepen the pain point stimulation and describe the specific troubles; ② The product purpose corresponds to solving the pain points; ③ Arouse the user's desire to buy, guide with test questions in the form of a form, and encourage users to stay.

Tail: Presenting real cases, combined with the previous pain points and product uses, is enough to drive users to buy.

In summary, the golden formula combination of pain point marketing page structure: pain point explanation + specific description + product knowledge + form guidance , helps to build the marketing page framework more quickly and conveniently.

2. “Promotional” Marketing Page

Starting point is mainly based on preferential

Header image: Use discount information + atmosphere to attract audiences and guide them to read down

Middle: Product advantages + actual usage scenarios + audience evaluation, increase product reputation

Bottom: highlight the discount, echo the header image, and enhance the motivation for secondary conversion

Therefore, the golden formula for a "promotional" marketing page is: discount information + product introduction + usage scenarios + audience evaluation + discount collection.

3. “Selling point” marketing page

Build marketing pages around product selling points

Header image: Use copywriting and picture scenes to amplify the product's selling points, functions, advantages and other information, so that users can know the characteristics of this product as quickly as possible;

Middle part: highlight the advantages of its products and expand the added value of the products; then combine filling out the form to get coupons and the cooperation cases at the bottom to attract users to stay and consult

Bottom: cooperation cases and evaluations to enhance credibility and promote conversion;

Its golden formula is: product selling points + product introduction + functional effects + cooperation cases + form guidance.

4. “Brand-based” marketing page

Highlight the quality of the product and the strength of the company

Header image: reflects the strength of the brand, and the overall style should be consistent with the brand style

Middle: Introduce product advantages based on usage scenarios and applicable scope

Bottom: Brand honor, service and partners can further win the favor of users and guide secondary conversions

In summary, the golden formula for a "brand-type" marketing page is: brand strength + product information + partners + qualifications and honors + form guidance.

4. 4 types of search mobile marketing page recommendations

Brand type: Targeting precise groups of people, with core information highlighting the strength of the brand

Selling point type : highlight selling points based on actual user needs and solve audience questions

Promotional type : reasonable matching based on brand keywords and competitive product keywords, prices, and activities

Pain point type : Find suitable products and solutions to solve problems based on the problems and pain points you encounter

If the landing page is well designed, the cost will be reduced immediately! Refer to the above framework to build your landing page, and you will never have to worry about reducing costs!

Related reading:

1. Excellent landing page cases in various industries, conversion rates soared!

2. Information flow advertising landing page planning methodology!

3. Tips for creating advertising landing pages!

4. How to quickly build an advertising landing page?

5. Tips for creating landing pages for advertising!

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch