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顧客奪心術 II – 傳播法

一個精彩的故事能為你吸引顧客的注意力,那麼你會如何把故事推送至顧客面前呢?選擇適合的平台?找個發佈的黃金時段?如果說有個更有效的方法,你會採用嗎?

系列發佈法

系列發佈法 (sequential messaging) 是一種把訊息分開發佈的宣傳方法。例如電影就時常利用預告片先引起觀眾的興趣,其後再用促銷廣告推銷門票。這種方法究竟有沒有用呢?Facebook Marketing Science 團隊就測試過「依序說故事」和「引導及提醒」兩種系列發佈方法,發現系列發佈法能顯著提升品牌認知度及轉換率。

選擇一︰依序說故事

依序說故事 (funnel-based storytelling) 是指利用故事內容帶領顧客一步一步走進銷售漏斗(purchase funnel),最適用於追求實際成果的你。你可先利用溫情短片介紹品牌,讓顧客認識品牌背後的故事。跟著,你可發佈簡單的產品介紹,讓顧客了解你能為他們帶來什麼價值。最後,你再利用促銷廣告提高銷售量。在 Facebook 的測試中,一本時裝雜誌就成功利用這方法提升了49%的轉換率。

選擇二︰引導及提醒

與依序說故事循序漸進的方法不同,引導及提醒法 (priming-and-reminding) 會先用具爆炸力的短片打響頭炮,讓顧客對品牌及產品有所認知,再不時以簡單的廣告提醒顧客,以加強顧客對品牌的印象。這方法對建立品牌形象相當有效。在 Facebook 的測試中,一間燕麥公司就利用這方法成功令顧客對品牌的印象整體提升,對品牌信息認知度更加深了3.3%。

當然,這些方法是否配合你的宣傳策略,要試過才知道。下次製作內容時,不妨嘗試一下?

若想知道更多關於 digital marketing 的資訊,歡迎與我們聯絡。 16 more words

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Facebook Marketing with Animation 2017

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Get ready for Facebook 2017: The Silent revolution.

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