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Now is the end of the year, and Baidu's resources have been declining. Now we must further optimize the channels and reserve a certain amount of resources so that we can achieve good results after the new year. We have already done big search and information flow, and the only thing left to continue to expand is knowledge marketing. This article will share with you some cases and optimization ideas of knowledge marketing. We had been investing in knowledge marketing on and off before, but later we simply stopped it. I need to expand the volume recently, and when I check the rankings, I often see knowledge marketing ads on PC and mobile devices. I thought that if I optimize this area well, it should still be able to bring in volume. Let’s first look at the promotion funnel diagram of knowledge marketing one week before the adjustment: It can be seen that the above knowledge marketing accounts have the following problems: 1. Low click-through rate There are three factors that affect click-through rate: bidding, matching, and creativity. Knowledge marketing was originally intended to supplement large-scale searches. With low bids and a wide geographical coverage, it is normal that the click-through rate is low. Big search means that after visitors click on the creative idea, they will directly enter the official website, while knowledge marketing has an additional intermediate link, namely the intermediate page. After viewing the middle page, visitors will enter the official website. There are two reasons for the low access rate: the middle page is not attractive and visitors do not want to learn more; and the visitors cannot find the entrance to the official website. 3. Poor conversation rate If a visitor enters the official website and finds that it is not what he wants or the page is not attractive, he will leave. Because there are only two lines of power left, this probability cannot explain the problem. Compared with big search, it is still much lower. There are only 4 conversations and 2 resources per week, and the cost of retaining power is on par with that of Dasou. Once the problem is found, we can start adjusting it. The author also set a goal for himself, at least 1 resource per day, and the cost is controlled at 100. First: Adjust the promotion area The company’s location is the main promotion area, where visitor intention is high and it is easy to get to the store. But the quantity is small and the cost is high. Therefore, refer to the regional heat map and some feedback from customer service on resources to expand the scope and promote areas with high visitor intention. The regional heat map is as follows: Second: Writing the Q&A title I referred to the knowledge recommendations in the background and selected some high-quality questions and answers. These answers are written based on the questions, saving you the pain of racking your brains and still failing to write one. In addition, some highly targeted question and answer titles are added based on the potential needs of visitors. Again: Modification of the middle page The color tones and products in the previous pictures were outdated and not in line with current trends, so they were all redesigned and replaced. The Q&A content was rewritten without mentioning advantages and discounts. When your peers are writing about advantages and benefits, then writing about them is no longer an advantage, so avoid them, make what you have learned and the benefits specific, and write some real content for your visitors to see. After a week of promotion, the effect funnel is as follows: I thought that by accurately targeting the promotion area, the click-through rate and the number of people visiting the website would increase, but the results were not obvious. Part of the reason is that the Q&A titles are very directional and fewer people search for them, so the data has not increased. Another part is at the end of the year, when fewer people are searching. However, the benefit is the increase in the number of conversations and retention, which also shows that the visitor's intention is consistent with the heat map. In the dark red area, WeChat’s survival rate and activity are higher than before. Although the overall volume of knowledge marketing is relatively small, the conversion rate this month reached 7.5:1. Although this is only a statistic within a certain period and there is an element of luck involved, it is still good overall. Look at the data comparison before and after the adjustment: Finally, the adjustment of knowledge marketing is not over. 1. Add promotion areas later The blank areas in the regional heat map still have a huge market, and promotion can be increased after the new year. In addition, some areas within the red zone had poor conversion rates, so they were removed in subsequent adjustments. 2. Increase the number of visitors entering the website Add hyperlinks to the Q&A content, add advanced ideas, add components, and utilize existing product components. Since there is no monitoring mark for the question and answer title, we can click on the source page in the chat tool to see the middle page clicked by the visitor and the question and answer title. Then match it with the Q&A titles that have been consumed in the background, and analyze which words have been clicked but not converted. Knowledge marketing seems simple, but there is still a lot to learn when doing it. For example, the various components and the next work is to continue working hard to increase the quantity. The above is what we would like to share with you this time. Author: Li Kaiping Source: Aichisem |
