How to do information flow promotion in investment promotion and franchise advertising

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It also depends on your product type, service area, business model, etc. You can choose to do investment promotion services, and you must do the promotion of investment promotion and lead forms. Can do these thoroughly, you can already get a lot of customers, these are also the mainstream models, covering most of the Internet crowd, don't do it very fiercely at the beginning, easy to hit the foot, the cost of promotion such as app is too high, not suitable for most start-ups, in the model has been verified, there is profit data, in consideration of the promotion of APP or big search, the whole network is rolled out.

In the early stage, it is still necessary to focus on model verification, conversion funnel, channel testing, process optimization, etc., which will bring serious problems when a large number of promotions are not thoroughly understood in the later stage. Investment promotion methods can be teased if necessary.

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Tip 1: Plan multiple promotion points to quickly test the effect.

The way to minimize the risk is to plan a large number of promotion ideas in the early stage and quickly test the effect. Therefore, in the early stage, you can gather different colleagues to carry out brain storming, plan different styles of promotion ideas, make them into promotion materials, and quickly test the effect online, and each group of test ads can see the effect of this group of advertising materials after getting about 10,000 times.

Tip 2: Find the target user and target the target.

There are generally two variables in in-feed advertising, one is the creative, and the other is the target audience.

When testing and promoting an idea mentioned in tip 1, we keep the target audience unchanged, generally targeting a wide range of people. After the promotion idea has been tested, we start to test to find out the people with the highest engagement rate, and we need to make sure that the same set of materials is at this time. We can cut a wide range of people, cut several groups of people that don't overlap, and then do a rapid test.

For example, we can divide users into 4 user groups that will not overlap: male > over 35 years old, female > over 35 years old, male > under 35 years old, and female under 35 years old for delivery testing, and find out 1-2 groups of people with high interaction rates, and then these 2 groups can be delivered in stages to avoid the rapid "outdated" of the material.

When choosing a targeted crowd, there is another trick, which is to screen by combining the different functions of various platforms, for example, fans have "put on the fans of a certain Weibo", and Guangdiantong has different functions such as "put on the fans of a certain type of WeChat".

In in-feed advertising, it is not enough to reduce the cost of CPC to a very low level, because our ultimate goal is to acquire enough effective users at the lowest cost, so we also need to pay attention to CPA and user retention.

While reducing the cost of CPC, we also need to find ways to increase the conversion rate of click ** activation, how to improve it? At this time, we should pay attention to the optimization of the details of the landing page, especially in the connection between the landing page and the promotion materials. For example, the landing page to promote an app is generally the App Store or Android App Store, so we should work on the information that users see at first glance, such as the app title, app screenshots (especially the first 2 photos), and app description (especially the first paragraph).

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Including interest orientation (e.g., sports and fitness, personal care and beauty, medical health, digital home appliances, mother and child, etc.); Population targeting (e.g., age, gender, education, life stage, etc.); Geo-targeting (e.g

core cities in Beijing, Shanghai, Guangzhou, Shenzhen, first-tier cities, second-tier cities, etc.); Scenario orientation (e.g., time period, device and application, network environment, etc.).

In most cases, a well-run material can be put on for a long time, and there is no material extrusion, and the life cycle of the material is very long, and you can go to more materials.

Three phases of the optimization direction:

01 Early stageMaintain infrastructure, maintain account activity and quality;

Bids should not be lower than the average bids to ensure a winning rate;

There should not be too many plans in a single account, concentrate the budget, give priority to the amount, and break through the cold start.

02 VolumeAvoid negative operations such as shutdown and price reduction, which will lead to interruption of model learning;

Pay attention to the fluctuation of CVR and adjust the orientation in time;

Manual expansion is combined with system expansion.

03 ObservationThe targeting conditions need to be relaxed as gradually as possible, and unnecessary targeting restrictions will miss the target conversion group;

It is not recommended to use multiple core targeting in the same plan, and you can test the effect of different targeting in different plans.

The model has been stabilized, and the system model orientation (automatic orientation) can be gradually trusted, reducing the labor cost of orientation.

Clarify who is being appealed to.

It is important to determine who to advertise to. Enterprises must understand what characteristics their target customers have, and how to quickly and accurately convey information to their target customers.

2. Highlight the theme of the advertisement.

It is best to sell in investment advertisements, and you can directly explain the differences and interests of your products in the title, so that the audience can understand what the product is used for at the first time.

3. Have novel ideas.

Only with lethal creative investment advertising, dealers are likely to find you at the first time and be interested in continuing to look down.

1.Positioning should have a strategic height.

Before doing investment advertising, enterprises must first have a clear product positioning and brand positioning, refine the advertising theme, and then create investment advertising. Otherwise, the investment advertisement is bound to be blind.

2.The theme of the advertisement is clear, and the appeal point is concise and direct.

No matter how Kuanlu expresses the theme of the advertisement, it is important to grasp one thing: to convince the target audience of the advertising content, it must not make people immediately think that it is a deception.

The title of the advertisement of the 21st Century Real Estate Investment Advertisement is: "Choose a home, choose an expert", which intuitively conveys the theme of the investment advertisement: I am an expert.

From the point of view of advertising typesetting design, it adopts symmetrical typesetting, the design is simple and refreshing, and the choice of the best is also in line with the brand image, reflecting the professionalism of experts, and it is easy to make the audience have a sense of trust.

3.The title should be simple and clear and accurately convey the point of appeal.

The title of Diou Coffee's investment advertisement is "You choose success", which does not accurately express the appeal point of the investment advertisement: I choose success if I choose anything? Why did I choose success?

I don't know! It feels like an empty phrase. In the age of massive information, this half-concealed method of making reeds cannot quickly disseminate content to the audience.

4.Don't overly complex the layout.

The layout of investment advertisements should be arranged according to the priority of the key points of appeal. You can't be "greedy". Modern life is fast-paced, and most people are disgusted by dense text.

When I got the investment advertisement for Jidibao, I didn't know where to start - there is no priority in appeal.