Information flow advertising method for medical and beauty industry in 2020! How to put it in?

Information flow advertising method in medical and beauty industry! How to put it in?

Information flow advertising is simply a brand-new form of advertising. Through the big data algorithm of the mobile Internet, machine intelligence analyzes a series of behaviors and interest distributions of users in the platform, accurately matches user interest hotspots with advertisements and actively pushes them to users' mobile phones. This kind of advertisement takes recommendation engine as the core and is embedded in the information, social dynamics or video stream that users browse daily. It is completely consistent with ordinary content in terms of advertising material and advertising copy, highly original, constantly changing through users' refreshing behavior, and more easily accepted by users.

In 2020, the market scale of medical beauty service industry in China will exceed 100 billion, and the current penetration rate is only 1.5%. Private institutions account for 90% of the medical beauty service market and are the dominant force in the market. Consumers' spending power and willingness to spend have risen together. The market scale of medical beauty is growing at a compound annual growth rate of 23%, and the trend of plastic surgery is prevalent. 565,438+0% of consumers are driven by Amy. Micro-plastic surgery quickly entered the market, and the popularity of medical beauty has increased.

This issue brings you the case sharing of the medical beauty and scar removal industry.

1, customer and industry analysis

2. Direction setting of activity planning

3. Data analysis and optimization

4. Customer feedback and interaction

First, customer industry behavior analysis

Main business: non-surgical beauty, mainly to remove scars and acne.

Profit point: scar-removing massage service, combined with beauty scar-removing products.

Product price: each customer is about 1 10,000-10.5 million.

Direct store promotion: the headquarters is fully responsible, and the operation is directly managed by the headquarters.

Franchise stores: have the right to use trademarks, and unify store design and promotion; Self-promotion, self-management, self-financing.

Brand and industry trends: brand words except scar 20 17 Up to now, the average index of brand words retrieval is 98, the lowest is 68, and the highest is 154, with more traffic during the Spring Festival.

Index range: the average index of brand word retrieval is 6 14, with a minimum of 405 and a maximum of 834;

The analysis shows that the spring and summer from April to September is the peak season, which shows that the weather is getting hot in spring and summer, clothes are worn less and less, and consumers' love for beauty begins to appear.

Portrait of crowds

Situation analysis

Advantages: 20-year-old brand, good brand reputation, product effect to win customers; Massage with corresponding beauty and skin care products is convenient, fast, safe and efficient without surgery;

Disadvantages: low brand awareness, relatively little exposure, and few people covered by stores; Compared with hospitals in medical and aesthetic industries, it is smaller in scale, less famous for doctors, and has a long curative effect, which requires continuous treatment for multiple courses to be effective;

Opportunity: The new Internet industry has brought a lot of traffic to customers, with more new customers, higher aesthetic requirements and more consumers. Aesthetic needs such as beauty and skin care have increased, and consumption of beauty services and products has increased;

Challenge: the impact and occupation of the medical and beauty industry in the same industry on the existing market; In the same industry, a large number of advertisements are put in the medical and beauty industry, and the exposure is large, so as to seize the industry market.

Second, the activity strategy and direction setting

Marketing goal: increase exposure and clues;

Structure: distinguish different crowd attributes, different information streaming media and orientation methods;

Activities: Focus on activity planning, with an average of 1-2 activities per month, combining online and offline O2O;

Specification for account construction:

Easy to find: the naming logic of advertising scheme and promotion unit is clear and can be clearly distinguished; Avoid naming duplication; Creativity is named in a fixed format;

Specific naming conventions and examples:

1: promotion plan differentiator: the attribute of differentiator;

2. Promotion unit: distinguish different information streaming media (Bai Shou/Post Bar/Optimization), different orientation methods (interests/keywords) and creative picture matching forms (big picture/three pictures/single picture).

3. Creativity: Distinguish selling points (preferential information, crowd positioning).

4. Customers attach importance to activities, set up activities separately, and reflect the activity plan in the business at the planning level.

Customer Construction-Login Page

Introduce product details, express key business information, and promote users to transform landing pages that meet the needs of the crowd.

Optimization point:

1. Unified font, color and style of the landing page.

2. The content of the pictures on the landing page is strongly related to the text content; Pay attention to industry characteristics (π: blue, business style)

3. You can add corresponding components in the login page according to the content.

4. The transformation component needs to clearly tell the user what you need to fill in and what will happen when you click OK after filling in.

Customer building

Account optimization

1. Use the account diagnosis tool to check the positioning of each unit, locate specific problems, and optimize according to the problems;

2. Check the evaluation of the directional quality and creative quality of each unit. If the evaluation is "medium" or "low", it means that optimization is needed;

3. Creative Optimization Check whether there is any problem with the creativity of each unit, enter the creative problem analysis interface of the unit, find the specific problems of creativity and optimize according to the prompts.

4. Specific problem types of a single idea: standard-driven attraction, picture attraction and creative freshness.

Material optimization-good copy

1. Optimization point: the title, pictures and ideas echo each other; Pictures must be clear; Pictures with strong correlation have better effects; Symmetrical layout makes vision more eye-catching.

2. The style of the big picture is hard and wide, and the style of the three pictures is soft and wide. Pay attention to the different styles of people corresponding to the positioning of this unit; These three drawings should pay attention to coherence, story, frequent material update and better effect.

3. Search for copywriting according to product selling points and user needs; Select a copy with high quality and few collections, click Copy and paste the title.

4. Landing page optimization: Use the optimization center-landing page diagnostic tool to check the quality scores of landing page indicators.

optimize structure

1. Audit the accounts for 3 times+/day, pay attention to the increase and decrease of the transaction volume in real time, and eliminate the abnormal accounts;

2. The data shall be updated twice a week+,and each unit shall be no less than 3 sets. According to the A/B test of materials, eliminate materials with low click-through rate and low conversion rate;

3. Analysis of delivery data: summarize and analyze the delivery data and subsequent transformation data every day, find out the problem points of the account, formulate and implement the optimization plan, and pay attention to the delivery effect in real time;

4. After account adjustment and analysis, the scheme will be implemented;

Activity instance

Activity theme: slogan: "Beautiful city-looking for newborn scars"

Let youth leave no scars and let dawn come quickly; The whole city is looking for new scars and repairing them for free.

Activity content: Looking for 100 people with scars.

Offer: free repair of newborn scars; Enjoy 1-3 to repair old scars for free.

Venue: All branches in the preferential area can participate in this scar removal activity.

Activity promotion: offline store activities and leaflets, online feed and big search exposure guide to the store.

Description of landing page: 2-3 mobile phone pages long, to quickly seize potential customers.

With pictures: comics, bringing customers closer and increasing readability.

Color: red and yellow are the main colors, and slogans are printed to improve the impact.

Logic: Guidance page, in line with consumers' decision-making thinking.

Third, data analysis and optimization.

Promote transformation and increase exposure;

Stimulate users' needs, create a market to win the market, take the initiative to expose, and guide consumers' awareness of beauty and scar removal;

Increase exposure, improve brand awareness and meet customer exposure needs;

Information flow online activities are combined with customer store activities. Online guidance to the store and offline promotion complement each other, and the effects promote and influence each other.

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In addition, although the medical beauty industry is strictly controlled at present, general projects can still be promoted in many ways, such as today's headlines, Tik Tok, and 360 information flow. There are also some platforms that are not strictly controlled, such as interesting headlines, oriental headlines, and hui headlines.