How to do a good job of information flow advertisement in financial stock industry

Before you do this, you should know what you want to achieve. The same is true of information flow. You must know what promotion purpose you want to achieve through information flow.

Exposure; expose

Information flow is a good choice whether it is to cooperate with event promotion, brand promotion or increase exposure.

For example, if you want to hold an auto show in Beijing, you can only pay attention to the auto show through bidding, and you want to participate in the people in the station. Information flow advertisements can expose news on a large scale through geographical and crowd interest orientation.

pay attention to

Interest orientation is the core of information flow. We can use different interests to target different groups of people and attract the attention of potential customers by placing information flow advertisements.

Such as a skin care brand. The target group is female white-collar workers aged 20-35, who like shopping and fashion and pay attention to beauty consultation. The target location is first-and second-tier cities.

How big is this crowd? How many people can buy products through the introduction of 1 page? But they love beauty and care about skin care. They are all my potential customers. I can let them pay attention to a beauty blogger or WeChat official account about beauty maintenance through information flow, and stimulate their consumption by constantly updating the content later.

change

Relatively speaking, information flow is good at the first two promotion purposes, but now more people do information flow mostly for transformation. Because some information flow platforms have behavior-oriented functions (such as search and purchase behavior), they can get some relatively accurate traffic, so as long as the right method is used, direct conversion is not necessarily out of reach.

Audience classification

Once the promotion purpose is determined, it is necessary to start analyzing the audience. Generally speaking, a product will have more than one audience.

Take bidding training as an example. Our target groups include on-the-job bidders, business owners and Xiao Bai who wants to switch to bidding. Their age, hobbies and online habits are different, and their concerns are naturally different. Therefore, it is necessary to carefully distinguish different audiences in order to identify the pain points of the target audience.

For example, the decoration industry.

Women: They pay more attention to the decoration style, and colorful pictures are more attractive to them.

M: Pay more attention to cost performance, decoration details and practicality.

Old people: work hard to save worry and effort. Pay more attention to decoration quality and company strength.

Only by classifying people can we have a better insight into the core needs of different people and conduct targeted creative writing and page guidance for different people. This is also the reason why we can't write creativity even if we know the skills of writing creativity.

The following four questions need to be considered when subdividing people:

1. What orientation method can different people use to lock more accurately?

2. What gimmicks and ways do different people use to resonate more?

3. Different people have different psychological expectations. What kind of page do we use for conversion?

4. What kind of transformation gimmicks can different people accept and submit clues directly? Or guide attention?

Therefore, segmenting people is the core link of information flow promotion, and the remaining links can be better implemented by crowd classification.

Case: wedding photography industry

Population classification is mainly divided into male and female.

Directional mode

Male basic orientation: 25-30, male, local, interest orientation: automobile, decoration.

Female basic orientation: 25-38, female, local, interest orientation: tourism, beauty.

Creative writing

M: Are you getting married? Buy a house and a car, Alexander? Let's see how to save money by taking a wedding dress!

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

Page orientation

M: Attracted by high cost performance and preferential treatment, he directly submitted clues to receive coupons.

Female: Attract with beautiful samples, guide to add customer service micro-signals, and get more shooting styles.

vary one's tactics

Boy: The coupon is valid for 1 year, whether you are afraid to shoot it or not. (the way girls can also use it)

Girl: Want to be more beautiful? You need to prepare 2 months in advance, add the tutor WeChat, and get more samples and shooting cheats.

Information flow promotion is a system, which needs the cooperation of purpose, orientation, creativity, page and transformation to achieve better marketing purposes. Don't just hold back the idea of high click-through rate. Do you know how to play information flow promotion now?