It's time to share our nearly 10 years of experience in the promotion of the fans through with you.
Growth companies selected by the fans through-acquisition time, often confused:
In the end how to optimize, in order to increase drainage, improve the conversion rate?
As a fan of the flow of information through advertising, good or bad effects of advertising content and delivery by the impact of both strategies. Hundreds of fans through case studies and practical operation experience tells us that every good fan of running through the case, is not easy, but repeated testing and adjustment, constantly optimize, find the optimal delivery scheme.
After analyzing 100 fans running through the case, combined with 10 years of experience in delivery, we summarize the general optimization techniques that six fans through serving.
Focus: Content Optimization highest priority
When the fans through a bad effect, optimize where to start? Creative! In fans through, the weight of heavy advertising content must be higher than the flight plan. If the content does not pass, then how to adjust delivery plans are difficult to work. So in the early running, AB must pass a lot of tests to verify the correctness of advertising content.
▌ 1, bold and creative play: 9 Palace grid is not necessarily the best
There are a lot of fans through creative forms, Bowen + form with pictures of fans through is the most common kind, 9 Palace Gyoumri its popularity. In most cases, we will consider a simple graphic +9 grids is the best, but sometimes too much repetition, users will look tired, and not all products are suitable for 9 grids. Think outside the comfort zone, try more likely, there will be a new harvest.
Chime-Long Water Park at the time put in the summer, using the traditional nine palaces Gerber is the text content, but less effective.
Halloween in the second put in bold made other attempts, including pictures + video, text, moving map, but not ideal interactive, interaction rate of only 0.29, 5.04 interaction costs.
Continue to optimize, finally found the most suitable idea: video + blog form, more intuitive, directly to the Halloween atmosphere in the park to the user interaction up to 10.11%, the cost-per-engagement 0.14 yuan.
▌ 2, identify the user pain points: Give the user a usage scenario
In the end what kind of content in order to impress the user, increase drainage? Of talking is taboo advertising, any advertising must be from the user's standpoint, the fans through no exception. Specifically, it is to give the user a usage scenario in the blog post, the more specific the better, the more specific the scene can move people .
"Rain doctor" at the beginning of delivery is chosen to promote the application, the general effect. Reflection think user awareness of health class APP's not perfect, proper guidance, in addition to promote the application text is very limited, it is difficult to rain doctors product characteristics set forth in place, so the form of application and promotion of slightly stiff, not stamp user Pain points.
Content optimized, starting from a specific disease, with the health of self-examination, testing and other forms, causing the user curious about the health crisis prompts, allowing users to download the APP self-examination, testing, download the upgrade conversion rate doubled in the first time.
▌ 3, digging Highlights: The brightest point which, data have the final say
How to dig out the products most appealing to users of the highlights? Subjective judgment only as a reference, in through the fans, all data used to speak.
"Camera 360" began to select a movie and photo highlights two filters Expand running test.
More quickly detect the interaction filter highlights, lower cost. Then lock the filter Aspect, continue to optimize material. 9 Palace grid is adjusted from the original image contrast and two filters.
Go any further optimize the operation flow filters made into gif, accompanied by brief Bowen, the effect is very good. Last interaction rate steady at 5%, the lowest cost 1.12 yuan activation.
▌ 4, landing page optimization: The final step to retain users
Landing page is the successful transformation of the last hurdle , the conversion requires good front-end complement each other and landing page content, keep in mind that each click is hard to come by, the ultimate goal is to convert drainage, drainage is not converted invalid . So do not only focus on the content and the crowd, ignoring the last key factors: the landing page. Do not let users point came in, landing page experience because of bad loss.
Both feel the landing page, you are more likely to refuse Which?
Is a regular user to fill out information, the system is a pre-filled, and in order to prevent user-generated information security concerns, gives tips to enhance user trust. Obviously the second for users to solve the pain points cumbersome fill in the information flow, better retention.
Delivery optimization: the precise order of magnitude VS
Microblogging fans can say through a division of one of the most accurate user information stream ad, put dimensions it can be broken down very fine.
● crowd property division, such as life status, age, gender, geography, interest tags, delivery platform, network type, login frequency, cell phone brands.
● Due to the nature of microblogging, can a large fan, a topic of user participation, an interactive user microblogging were accurate delivery.
● uid according to the user's registered mobile phone number or microblogging individual division, provides packet labels to meet different types of advertisers, ad serving precisely to the individual.
Select the face of the crowd so fine, difficult to choose a problem that in the end still have to be precise order of magnitude? In fact, not so difficult, how much product according to the audience, their own countermeasures.
▌ 1, the mass of: the first WebNibbler vote
On the audience relatively wide range of products, it is not recommended to increase engagement through precise orientation , because the dimensions of refinement will reduce the coverage, the order can not successfully launch expansion costs will not be reduced, after all, is a temporary solution.
The initial launch to test for accurate crowd, the purpose is to repeatedly argued the merits of advertising creative. The latter can be used to vote the way through, select the pre-test results more prominent creative, be served.
A small tip: you can open multiple simultaneous matrix accounts, seize more traffic.
▌ 2, a narrow audience: more directional subdivision
Directional difficult to run the amount? No, hard-working people will do more targeted segments, through a lot of testing and innovative attempt to find a balance between the magnitude and transformation. So narrow audience of the product requires everyone must be patient, willing to endure hardship.
English as a narrow audience surging products, put on done a very fine directional, including the breakdown of each country to study, IELTS related to a variety of fan relations, the refinement of the flight targets, to be continuously optimize ad content, and ultimately interaction rate remained at 2%, the cost of a single interaction 0.84 yuan.
Finally, a little advice: do maintenance and interact with fans
Focus put in at the same time, do not forget to take a moment to maintain what fans.
We put out the contents, will receive feedback from users, there will be private letter, there will be a new focus, there will be comments, these are the fans the most direct dialogue with us, to timely respond, on the one hand can pull near and distance fans, fans increased sense of trust, on the other hand will also help maintain brand image.
1) personal communication
For the attention of new fans, you can set an automatic reply, the first time to establish contacts and fans;
For private letter with the intention of consulting, etc., respond promptly, users now willing to consult, it is already a right hand of potential users, so we should firmly grasp.
2) Comments
Reply to comment interactive appropriate to increase the fans trust and goodwill;
Respond promptly negative comments, control public opinion, although only a small comment, also about brand reputation;
Close Comments discretion, may try, Close Comments allows users to be more focused and to help improve the conversion to a certain extent.
Epilogue
Weibo as one of the leading mobile social advertising platform, the "Content - Fans - user - cash," the gradual improvement of the ecological closed loop, can effectively achieve accurate, high quality, efficient delivery effect. The "fans on" based on massive user of microblogging, the enterprise information widely available to fans and potential fans, which help enterprises obtain the value of the customer has been confirmed. 6 or more fans through optimization routine is common, after get to the essence of the routine, in practice, we have to learn to judge the whole, according to the specific circumstances of products flexible and responsive.
To help you get through faster through-acquisition channel fans, we introduced fans through optimization service with our nearly 10 years of experience to provide you with professional services.
Author: 91 to get
the link: https: //www.jianshu.com/p/2ac4867469ab
Source: Jane book
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