Your purpose is to sell goods? Or brand building? Different purposes require different coping strategies.
If you advertise to sell goods, then you need to know which platform your target audience is mainly concentrated on and how to advertise to them.
If you are advertising as a brand, then you need to know whether your brand tonality matches the information flow advertising platform you want to launch.
If you advertise just to test the market and see if the demand for products really exists, then you need to plan the testing direction first, what to test first and then what to test, and don't expect to test all the problems at once.
If you advertise just to follow the trend, that is, "my peers are investing and I can't give up the market", then you need to know why your peers want this advertisement, how to invest, and how effective the corresponding investment methods are.
2. Who are your target customers?
Your product/service can't satisfy everyone, so you should have a clear customer direction before advertising. Different target customers will have different advertising strategies. For example, you will vote for:
Customers or potential buyers who have already purchased?
Is it an individual or a group?
Is it a specific group of people or the general public?
Is it a loyal brand customer or a customer willing to try new things?
If he is a brand customer, is he a heavy user or a light user?
Are you currently using products/services from competitive brands?
3. Do customers really need your products/services?
Many companies will think, this problem, no one wants me to produce? So let's talk about what is "demand"?
The so-called "demand": people's desire to buy a particular commodity.
For example, many people want an Apple X, but only a few people can afford it-that is, you have to find out not only how many people want it, but also how many people are willing to buy it and can afford it.
Based on the above explanation, please think about whether customers really need your products/services.
4. What is the current situation of other competitive products within the scope of customers' power?
The purpose of this question is to know the competitive position of advertising products/services.
For example, you are an interior decoration company. At present, the offline marketing mode of this kind of industry is basically distributing leaflets in the community, and the online marketing mode is basically SEM (search engine marketing). How do you make customers choose you with different advertisements?
5. Where are the customers who need your products/services?
If your customers are only in a specific city, then don't waste advertising fees nationwide;
If your customers need to have a certain purchasing power, then don't waste your budget on users who don't have purchasing power;
If most of your customers are on female-dominated apps, don't waste money on male-dominated apps;
If most of your customers use the APP to browse information at work in the morning, don't put it at other times.
6. What kind of copywriting ideas can be accepted by customers?
If advertisements want to attract people's attention, they must attract their own interest. To sum up, it is one center and two originality.
7. How much are you willing to spend to acquire customers?
Please try to set a reasonable and rational cost bottom line.
Your target group is not necessarily your target group, and your selling point is not necessarily the selling point that customers will buy;
If possible, please count the cost of trial and error. Most advertisements require a long period of trial and error, and the cost involved is not small.
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