How to formulate information flow promotion strategy?

Information flow advertising is the new darling of the marketing industry and is highly sought after. Many people have begun to try information flow advertising. Are the results of the promotion as hot as its performance? I am afraid there will be joys and sorrows, gains and losses.

Some people say that information flow is nothing but clickbait. No matter how good your creative writing is or how many clicks you get, has it achieved your desired purpose? Today, I will discuss with you the correct way to promote information flow .

1. Clarify the purpose

What is your purpose for information flow promotion? What kind of people are suitable for information flow promotion? There are only three types:

1. Brand exposure

Whether you want to promote an event or build momentum for your brand, information flow is a good choice. For example, you may want to hold a car show or a brand anniversary celebration.

2. Trigger purchasing behavior

For more people, the purpose of advertising is to achieve conversions and transactions, and information flow promotion is no exception. My goal is to stimulate the visitor's desire to buy and guide him to make a purchase.

3. Follow the trend

I have never worked in information flow, but I see that my peers are all doing it, so I cannot give up the market and opportunities to others. So I followed the crowd and wanted to give it a try.

Different purposes require different response strategies. Only by determining the purpose can you know which platform is suitable for you, what you should do, and how to formulate the strategy.

2. Choose the right orientation method

The key to information flow delivery is the targeted approach. Only by choosing the right targeting method can you correctly define the direction and scope of the target audience.

Let’s first look at the mainstream targeting methods of information flow advertising:

Basic orientation: age, gender, education, etc.

Interest targeting: user interests, interest keywords, forum topics, etc.

Environmental orientation: operating system, network environment, region, location, etc.

APP behavior targeting: access, installation, activation, etc.

Keyword targeting: search behavior, browsing behavior, etc.

Different purposes require different targeting methods. Choosing the right targeting method is equivalent to finding the right person.

If what you want to do is brand promotion, then you can choose basic targeting and interest targeting according to your brand tone and target population portrait; if you are a financial management product, the purpose of promotion is to stimulate visitors' purchasing behavior, you need to consider it comprehensively based on basic targeting and APP behavior targeting.

3. Writing the copy

Determining the direction and finding the right people are only half of the success. The last step is to write the copy, which we can understand as having a conversation. If your purpose is brand promotion, you need to tell users: Who are you? What’s the difference? Why?

Copywriting is like a composition with a given topic. The prerequisite for getting a high score is to cater to the audience's preferences. In fact, through the first two steps, you already have a rough user portrait in your mind: who he is, male or female, what characteristics he has, and what needs he has. Once you have identified the target audience, it will be much easier to consider how to write the copy.

For example: home improvement industry

The main target group is first-time homebuyers who have mortgage loans. The copywriting can focus on high cost-effectiveness to reduce their financial pressure.

Case: My friend spent 80,000 yuan to decorate his house but it looks like it costs 180,000 yuan. How did he do it?

For example: Franchise industry

The target group is unemployed people aged 35-45 or working away from home who want to improve their economic conditions. The copywriting should focus on benefits to stimulate their needs.

Case: A couple born in the 1970s joined this dumpling shop and made a monthly profit of 150,000 yuan, which paid back in two months!

IV. Case Analysis

Have you ever had the feeling that after reading a lot of useful information, you still don’t know how to do it? Don’t be impatient, let’s use a wedding photography case to simply and systematically summarize the strategy formulation of information flow promotion.

Directional method

Basic Orientation:

25-30, male, local interests: cars, decoration

25-30, Female, Local Interests: Travel, Beauty

Creative Writing

Male: He used the money of a domestic mobile phone to take photos of European and American wedding photos!

Women: Want to leave an eternal testimony for love? The most romantic wedding photos need to be taken like this!

Page Design

Men: Attract with high cost-effectiveness and discounts, and directly submit leads to receive coupons.

Women: Attract them with beautiful samples and guide them to add our customer service WeChat account to get more shooting styles.

Conversion Guidance

Male: The coupon is valid for one year, so don’t be afraid to take the photo, just get it first.

Women: Want to take more beautiful photos? You need to prepare 2 months in advance. Add the instructor’s WeChat to get more samples and shooting tips.

In short, information flow advertising is a system like bidding promotion, which requires the coordination of purpose, targeting method, copywriting, and page conversion to achieve marketing goals. Dear readers, are you ready?