Tencent Advertising's guide to attracting customers!

1. Industry Background Preview

1. Development trend of home improvement building materials industry

In recent years, the home improvement industry has developed rapidly in China, and the economic growth of this industry is closely related to the real estate industry. Due to restrictions on new home purchases, the home improvement industry has also shifted its marketing focus to second-hand and existing homes. With the development of the economy and people's awareness of beauty, the real estate industry's purchase restriction policy has not only failed to hit the home improvement industry, but has increased the innovation of various companies and formed a complete industrial chain. The consumer market has undergone structural changes. The epidemic broke out rapidly around the world in 2020. Against this backdrop, the furniture industry in various countries has experienced supply chain disruptions. Chinese companies did not panic because of this. During the period when the government was stabilizing the epidemic, my country relied on its complete home furnishing industry chain system to fill the supply gap of international home furnishings, which provided a development platform for my country's home furnishing industry's export trade. According to statistics, in 2020, the total export volume of the industry was 403.86 billion yuan, an increase of 11.8% compared with before the epidemic. The economy is gradually recovering in 2021, and the Chinese home furnishing market is also growing steadily.

(II) Promotion purpose of home decoration and building materials industry

With the development of the economy and changes in people's aesthetic tastes, people have new life concepts and consumption patterns. Regarding the demand for home improvement building materials, people have gradually shifted from offline purchases to online shopping as the main method and offline consumption as the supplementary method. In addition, people have higher requirements for the quality and innovation of home decoration. As a result, more and more companies are involved in the home improvement industry, and new products are emerging in an endless stream. So, how to stand out when product quality and innovation capabilities are similar is the most important issue that the home improvement industry needs to consider today.

Online promotion is the best marketing method to solve this problem. Companies not only need to have good products, but also need to increase their efforts in promotion. Only through active marketing can they continuously develop new customers and retain old customers. Now is the era of big data, and traditional offline marketing alone can no longer meet the needs of enterprises. Irregular brand promotion can increase brand awareness and promote demand conversion.

2. Tencent Moments advertising traffic acquisition link

WeChat Moments advertising is a type of Internet advertising that is pushed to targeted groups through official advertising space under Tencent. Through high-quality user traffic, Moments advertising provides advertisers with a platform for precise marketing delivery.

1. Promotion links and marketing strategies

Moments advertising can realize form collection, mini-program authorization, public account fan conversion, adding corporate WeChat, etc.

Form collection is still the mainstream customer acquisition link in the home furnishing industry, with 84% of home improvement advertisers placing form-based consultation ads.

(II) Account operation ideas

The final effect of advertising is also closely related to account operation. We can divide advertising operation into four stages:

Preparation period (setting promotion goals, sorting out conversion paths, and creating activity content)

Online stage (targeted resource selection)

Optimization period (systematic optimization ideas, conventional optimization ideas, materials and targeted efficiency optimization of groups)

Expansion period (stable expansion after optimizing costs)

3. How to design layout for material production

Advertisements must be short but highlight the key points of the product. We can create materials from the following aspects:

• Understand user concerns (e.g. budget, style)
• Understand the industry rules (e.g. free design, discounts, free services, Q&A + solutions)
• Create hype (sense of urgency: limited time/limited quantity, scarcity)

1. Creativity - outer layer picture design skills

Color matching: It is recommended to use warm and bright tones.

Keep the picture clean and bright.

Composition skills: top-down structure; clear layers; better focus

Line of sight makes the message conveyed more clearly.

Image selection tips: Use real product images to enhance user

attraction, favor and trust.

Font selection: The text should not exceed 3 lines, and avoid

Too much content makes the subject unclear.

No more than 2 fonts.

Outer layer high-quality graphic display

2. Creativity-Landing Page Design Skills

Highlight preferential information: Use free design to obtain registration information from customers, limit the number of places, offer free places, create a sense of scarcity, and express in a concise form.

Smart use of tools: One-touch dialing function, directly connect to phone communication needs, and navigation address to quickly locate the business location.

Advantages of column presentation: The column is divided into three parts, each with its own specific function. In addition to serving as a link between the previous and the next part of the advertisement, it can also highlight the product selling points and advantages. The classification design reflects the product differences and is more conducive to reaching customers with different needs.

Take over the outer layer copy: The overall color of the landing page should be the same as the outer layer. The content of the landing page needs to link to the outer layer activity copy description for detailed explanation and supplement, so that the product content is more attractive, the product style is highly relevant, and the customer's page stay time is increased.

3. Summary of marketing conversion links in home improvement and building materials industry

Merchants can use WeChat Moments ads to collect customer information through different links to conduct marketing conversions. The specific conversion method is shown in the figure:

3. Industry Case Analysis

Delivery

Background of the campaign: Kaimoshi is a well-known brand in smart locks. It uses the celebrity effect (Liu Tao) to increase consumers’ trust, and the promotion goal is brand exposure.

Optimization effect: the click-through rate of detail pages is 5.15%, the advertising exposure level is over 3 million, and the average stay time on the native page is 45.12 seconds.

Key points for the launch: Reasonable operation and weighting of the spokesperson's image, the copywriting in the form of a big promotion, combined with obvious attraction to consumers to click, and the landing page with limited time and quantity to drive consumers to convert.

IV. Conclusion

In today's big data era, for a good brand, it is far from enough to just produce high-quality products. Companies should combine online marketing to expand their brand influence. Tencent has provided a mature promotion link for the home improvement and building materials industry. In the future, Tencent will continue to learn modeling and use a variety of products and a professional operation team to provide more professional support for the transformation and growth of merchants in the home improvement industry.

Author: Silk Road Praise

Source: Silk Road Academy