(1) low-cost drainage

The low-cost drainage adopted by many advertisers is determined by the consumer psychology of users. Trying and trying new things is the herd mentality of users. If you have a maternal and child website, you can get a maternal and child product through 9.9 to let users pay attention to maternal and child products.

(2) keyword optimization and promotion

Combined with the characteristics of maternal and child products, we choose the best keywords to optimize, and then fill in real and valuable content to attract users' clicks, such as the growth of parenting, baby complementary food, products of all ages and so on. So as to realize the transformation of products.

There are many channels suitable for online promotion of maternal and infant stores:

First, the mother network.

Mom. Com is a mother-infant platform, which has gathered hundreds of millions of users, most of whom are huge consumption platforms composed of Ma Bao. This website is a large-scale social platform integrating parenting consultation, maternal and child product introduction, information sharing, community communication, online consultation and maternal and child shopping. Moreover, due to the powerful function of Mama.com, the number of users keeps rising, and most of them are young people with high spending power. Therefore, Mama.com has become one of the good channels for mother-to-child promotion.

Second, little red book.

We all know that the target users of Xiaohongshu are mainly young women, concentrated in first-and second-tier cities, and their consumption level is medium and high. Most buyers of maternal and child products are young women aged 22 to 35, so Little Red Book is a good promotion channel for maternal and child products. The common promotion methods of Xiaohongshu are keyword optimization, advertising, KOL notes, amateur notes and so on. As for the specific way to choose, it depends on the characteristics of its own products and the promotion cost of the brand.

Third, WeChat group/circle of friends

Wechat is also a good channel to promote maternal and child products. You can post product-related information in the circle of friends and some Ma Bao WeChat groups, especially Ma Baoqun, whose members are accurate users of maternal and child products. As long as your product is good and your promotion is good, the quantity is considerable.

With the opening of the second and third child policies, the maternal and child market will definitely bring a wave of dividends in the short term. Moreover, the maternal and child industry in China is a huge market with a very high growth rate. In order to seize more market share, we must lay out in advance and do a good job in marketing promotion. For the maternal and infant industry, the new parents born in 1980s and 1990s have become consumers' helpers, but the shopping styles and habits of this group have changed greatly. They not only pursue the convenience of shopping, but also demand quality and service. Therefore, in order to occupy a place in the fierce competition in the maternal and child market, in addition to their own products to be competitive, brand marketing and promotion should also be in place, and the choice of channels is also very important. What channels are suitable for mother-to-child promotion?

In fact, Zhihu is a very good promotion channel:

1, Zhihu platform has a high weight and natural trust, and Zhihu platform has a strict auditing mechanism, which requires that advertisements should not be faked, and users' interests should not be harmed, so as to create a positive consumption atmosphere. That is, in such a strict operating platform, it is conducive to improving the visibility of the maternal and child industry and the recognition of users. On the platform of Zhihu, as long as the product is hard enough and the content is high enough, even passerby powder is easy to grow grass!

2. The content has a long life cycle, which can continuously reduce the customer acquisition cost. The average life cycle of high-quality content in Zhihu is close to 2 years, which is beyond the reach of many platform content and even advertisements. The life cycle of the content in the official WeChat account is only 2-3 weeks, and the information flow advertisement is less than 1 month. In the long run, the customer acquisition effect will definitely lag behind the Zhihu platform.

For the maternal and child industry, Zhihu has a high content information density, which can provide more dimensional and deeper product/service information, and is also suitable for such high-priced services as Confucius Center. Moreover, Zhihu's content can be searched and shared, and it is easy to be circled, which is helpful to harvest high-quality traffic inside and outside the station at the same time.

Second, how does Zhihu do a good job in the marketing promotion of the maternal and child industry?

1, do a good job in content marketing-dig deep into user needs. Zhihu is mainly engaged in content marketing. Therefore, the output quality of the content will affect the final promotion effect of the maternal and child industry. So we should think from the user's point of view and understand what users care about. For example, for newborn milk powder products, it is necessary to dig deep into what ingredients milk powder mothers are most concerned about, and whether they contain DHA and nucleotides. And promote diapers. It is necessary to consider whether it can make the baby comfortable and whether it will cause red buttocks. After all, the experience of Ma Bao and the baby is the most important. Therefore, when doing content marketing, we need to highlight these contents.

2. Plant grass with content-form a closed-loop sales. Now maternal and child products are distributed in various channels, including official flagship stores opened by online e-commerce platforms, counters set up by offline maternal and child stores and hypermarkets, plus social e-commerce and parent-child platforms. It is easy for users to compare products, thus losing users. Therefore, the marketing promotion of the maternal and child industry in Zhihu has a layout. First, the content is planted with grass, so that users can know and pay attention to maternal and child brands first. Then, the promotion of maternal and child products is not only easy for users to accept, but also can improve the conversion rate.

3. Use knowledge+promotion to shorten the consumption path. The maternal and child industry apps and forums are common platforms for users to consume, but the consumption flow of the maternal and child industry is very scattered. Therefore, Zhihu can use knowledge+promotion to promote the marketing of maternal and child industry, and implant its own maternal and child product information in high-quality maternal and child content to guide users.