How to better promote information flow? You know these five steps.

Information mobile advertising, also known as Feeds advertising, is to insert promotional information into the friends' trends browsed by users and make accurate recommendations according to users' preferences and social group attributes. The exhibition is mainly realized by words, pictures and links, and usually paid by clicking CPC(costperclick) mode or CPM (cost per 1000 exhibition) mode. Many customers ask me how to better promote information flow and how to choose the right promotion platform. Today, I mainly introduce how to better promote information flow. Step 1: Define the publishing purpose and evaluate the publishing target. Clear goals make our launch plan clearer. General release purpose: 1. Expose the brand; Second, promote transformation; Information flow promotion, familiar with products, product selling point analysis and user demand analysis, matching with product selling point and user demand; What is the selling point of the product? The selling point is the consumer's own point of view. In a narrow sense, selling points refer to their own characteristics, but characteristics may not be found in consumers' consciousness. If you can take the initiative to make consumers scream at your products suddenly, then shaping the selling point will be successful. Such a great lethality touched people instantly. Visitors are more likely to be attracted by things related to them, because people are selfish, not pretending. What your customer sees-it must have something to do with him, nothing to do with what he sees, and something to do with it. Therefore, we must be clear about our product selling points and customer characteristics, and information flow promotion runs through the advertising process; However, we need to remember that after analyzing the selling points of products, we must avoid listing a large number of product functions and preferential information directly in advertisements from the perspective of creativity-driven and resource-driven; You must have heard the saying that people don't need faster horses, what they want is faster. Consumers' needs are often just their "desired results/goals", not specific ways and means. Consumers only care about their own interests, not products or brands related to their own interests. Combine the selling point of products with the needs of users, and transform the seller's point of view into the user's point of view; Information flow promotion and marketing guru Goldman said: "The secret of marketing lies in nothing else, but in selling" benefits "instead of" products ",and this benefit is the interests of consumers. Then, in fact, the products we sell, more accurately, are in line with consumers' "point of purchase" advertisements. From the perspective of creativity-driven and resource-driven, we directly list a large number of product features and preferential information, and then release these contents, and finally only ourselves are moved. Much like many boys chasing girls at school, they did a lot of things that moved them to chase the goddess. Finally, the goddess was indifferent. As soon as you list the selling points that touch you, users will touch themselves, and information flow promotion will click to buy, but the actual users are just like the goddess, indifferent. I just touched myself. Step 3: Choose the appropriate media. At present, there are many media channels for information flow advertising, such as today's headlines, Tencent Broadcom, and some other information websites, such as Little Information, Netease News and Sohu News. In fact, every media has its own attributes. For example, today's headlines are biased towards entertainment, users may be younger than Netease and Sohu, and there are more low-and middle-income groups. Compared with other platforms, Baidu information flow has a particularly natural advantage, that is, it has more accurate search behavior data delivery. Tencent's Broadcom has stronger social skills and more sticky users. Generally speaking, all kinds of media promoted by information flow have their own attributes. When we choose media delivery, we should consider what kind of media our products are more suitable for and choose the right platform. If the platform is not selected properly, the effect of your optimization will be greatly reduced in the future. Clarify the crowd attributes of each platform, and then find out the target crowd by combining its own product positioning, and analyze the needs, behavior habits and possible platforms of the target crowd ... This is also a crowd positioning problem that should be considered at the same time on the information flow platform. The core principle is to proceed from the needs of users. The crowd characteristics of each information flow platform are as follows: the collected data, which comes from customer service, is not completely credible, but can be used as a general reference direction. Information flow promotion Sina Fuyi: Typical characteristics of Sina users: maturity, high education, high income and high position. Sina has four users, namely company managers, private owners/individual operators and professionals. Among Sina users, men account for 56.6%, which is even higher among Sina users. 86.8% of the respondents are between the ages of 20 and 40, mostly spending, with an average age of 29. Education level-Sina users generally have a high education level, and 83.2% users have college education or above. Information flow promotes phoenix and phoenix hair: the typical characteristics of phoenix users: "more knowledge and more money", mostly male users; Phoenix PC users: male, highly educated, high-level users with high income and corporate government; Phoenix App users: young, relatively female, with high academic qualifications. Although personal income is not high, family income is high and student groups account for a relatively large proportion; EuroWap users: slightly mature, male. The consumption characteristics of Phoenix. Com: In finance, insurance, automobile, real estate, digital consumption, etc. Phoenix's users have a high consumption ratio. Com ranks in the forefront. Today's headlines: typical headline user characteristics: young groups; 18-30 years old people account for more than 80% of today's top articles, and young people become the main force of reading, while young people become the main audience of scientific and technological articles. Information flow promotion platform: You can find a suitable platform according to your own usage habits and product characteristics. Step 4: Control the budget according to the budget and spend every penny on the cutting edge. The budget directly affects the selection of the number of launch platforms and the account setting under each launch platform. For example, an application development company, the promotion goal is to transform (obtain customer information) and budget 600 yuan. How should I allocate it at this time? To transform, it requires accuracy. Among many information flow advertisements, Baidu information flow advertisement can be said to have the highest accuracy, so it is suggested to choose Baidu first. The budget of 1000 is not much, and the click price of information flow promotion information flow is generally between a few cents and a few pieces, so other information flow platforms are not considered for the time being. So how many plans should be built in Baidu, where is Baidu's information exile, Baidu's home page is mobile phone, and Baidu's browser is post bar. Whether to build a separate plan or only choose secondary construction, how much budget should be allocated for each plan should be considered. If the budget is 10000, it must be another investment strategy. Step 5: Develop a delivery strategy. Like search advertising, information flow advertising is an initiative to push and find information. Users' demand for browsing information flow platforms is not clear, and information flow advertisers mainly want to stimulate demand. "Information flow advertisement" is very different from the previous "search advertisement". You can't use the thinking of "search advertising" to do "information flow promotion advertising", otherwise the effect is really terrible, and it is difficult to obtain lower conversion costs. Therefore, what kind of strategy should we adopt when advertising information flows? At the end of the advertisement, we always hope to achieve the best effect with the least money, but people will naturally reject those advertisements that have nothing to do with demand. So in order to achieve this effect, we must put the advertisement on the most suitable person, so our information flow advertising strategy is to use different directions, the same ideas and different titles to target the most suitable person for the advertisement. Information flow promotion traffic advertisements are delivered to users on the information flow platform. First of all, analyze this scene. This kind of scene is usually when users are not sure what to do or what products to buy, and they accidentally see our advertisements. Generally speaking, our advertisers can be divided into three categories: first, potential customers; I have never seen our brand or product advertisement before, and it is the first time to see it. I have no clear demand and no intention to buy. Second, the industry target population; Usually paying attention to the information and advertisements in this industry has certain types of needs and pain points, and it is necessary to find solutions and buy products. Third, brand loyalty groups. Someone who has a certain understanding of enterprise platforms and products. Accordingly, the characteristics and concerns of three different groups of people we meet in the promotion of advertising information flow are also different, so we must suit the remedy to the case and make different advertising ideas for different groups of people. When reading the information flow, users only pay attention to the information they agree with and are interested in, which is actually a psychological "pregnant woman effect". The innovation of advertising industry needs people who study their own products. Wechat Broadcom can roughly understand the crowd attributes of its products from industry reports, household surveys and portraits of its own user groups.