2023 Want to do a good job in brand marketing business? You must start from planting grass!

Today, Content Grass planting Already a brand Marketing An indispensable part, from cognition to consumption precipitation, the influence of talent on users cannot be underestimated. Users trust and follow the steps of the experts. High quality content can speed up users' consumption decisions.

In the competitive stock market of consumer brands, content grass planting has become an important measure to open up new volume. How can 2023 brand owners further insight into the opportunities of content grass planting, master the deterministic growth method, and plan for the business throughout the year?

1、 Population assets, the ultimate goal of grass planting

The content created by the talent has the wisdom of planting grass, and then further enlarges the effective crowd behind it through content streaming. The growth of the effective crowd drives the crowd to break the circle, opens the crowd reservoir, ultimately helps the brand harvest, and realizes the effective growth of GMV.

For brand owners, if they cannot effectively break the circle of people, they will fall back if they do not advance against the current. However, once they break through the bottleneck of people, GMV will be multiplied several times.

Take Tipping Tone as an example. By 2023, the e-commerce ecosystem with content as the core has become mature, which is enough to bring certainty to brand growth. In this ecological environment, brand owners will also have a new opportunity to build a good "billboard" to make more users interested and consume.

The breakthrough that the brand faces is: how to make users interested and interact, that is, to become an A3 crowd *.

The 5A brand equity group is defined as A1 (the understanding group), A2 (the attracting group), A3 (the grass planting group), A4 (the buying group) and A5 (the repurchasing group) according to the relationship between consumers and the brand side.

▲ The ultimate goal of dithering grass comes from growth on the road

In the era of extensive grass planting in the past, cold start of live broadcast, investment and selling of explosives and other ways are feasible. Only in 2023, grass planting behavior has evolved.

As more and more brands begin to attach importance to planting grass, consumers face more and more choices. The decision-making thinking of consumers has also changed. They not only want to see, but also ask: Do I need it? Is it cost-effective? Is it fun?

And he will also ask whether it is a brand, whether it is easier to use than my previous one, whether it is worth repeatedly buying, long-term trust and other questions.

In fact, last year many leading brands were constantly verifying the contribution value of Daren Grass Planting to crowd assets and the contribution value of crowd asset growth to GMV growth. If the brand owner does not target the A3 crowd to plant grass, and wants to start with violence as before, the growth probability will be very low.

In 2023, many brand goals may be unified, and the ultimate goal of content grass planting is crowd equity.

2、 Scientifically select the number to make the content grass highly match the crowd's assets

What type of talent can make mutual achievements with the brand, and what type of talent can break through the crowd bottleneck? Make the group assets of brand owners more stable? How to select the number is the first step to do a good job of planting grass.

Brand owners often need to analyze the communication power, commercial power, fan power and growth power of the account through the two dimensions of content grass planting power and crowd matching when selecting the number. And through the interaction rate, completion rate, review rate, the proportion of the eight major groups, increase points and other data dimensions of the account to assist in selecting numbers, we can evaluate the value of the talent grass planting with goods.

In Cicada Circle, brand owners can quickly select talent, and brand owners can quickly locate the target talent package among tens of thousands of people through talent classification, goods classification, goods information, talent information and other dimensions.

▲ Cicada circle reaching the talent pool

After determining the scope of talent candidates, you can further filter through the basic data of their accounts, such as average likes, average fan like ratio, number of fans, recent sales, etc. Brand owners can precisely narrow the scope of partners and improve the screening efficiency.

Cicada circle talent pool quantifies multiple dimensions through big data, and brands select and target talent Data analysis There are a large number of data dimensions that need to be broken down, such as fan portraits and data stability of talent, which are the basic guarantee of communication.

3、 Content tracking enables content to leverage traffic

The number selection is only to select the talents with good fundamentals, and another important key factor affecting the success of grass planting is: content.

Today, the brand is no longer a traditional advertising agency, but a brand in the process of social media and talent creation. The challenge for brand owners is: how to make the content monitorable, measurable, analyzable and optimized?

In the current content grass planting environment, brand owners are often faced with hundreds or even more cooperation talents and multiple platforms. How to simultaneously monitor the content that constitutes such a complex structure, and how to make each platform and each partner focus their efforts in a cycle to break the surface, it is particularly important to do a good job of content monitoring.

▲ Cicada circle – content management

The content management of Cicada Circle can help brand owners to detect the content data released by their partners on platforms such as Tipping Tone and Little Red Book at the same time, and automatically count multiple data, including the number of plays, likes, forwards, and comments, so as to help brand owners easily and efficiently monitor cooperation data and effects.

It also supports monitoring functions such as user-defined content tags and alerts on popular articles, helps media to manage cooperation content efficiently, finds popular articles in time and heats them up, so that grass planting content can achieve greater results.

▲ Cicada circle content monitoring

By planting grass on content, users' minds are buried and more effective people are reached. Based on the content amplification investment strategy, the group asset scale of similar effective people is enlarged and the growth efficiency of the brand is promoted.

4、 Data recheck, each review will bring new progress

For brand owners, a complete content grass planting link involves huge data. How to determine whether grass planting is effective, and the linkage between grass planting and harvesting can quantify the relationship between population asset growth and GMV growth?

Whether it's the brand's crowd assets, number selection strategy, or content data tracking, it needs a lot of data to support. The problem faced by brand owners is: how can we more efficiently count the data in the long process from number selection to mowing, so as to provide strong support for improving the effect of grass planting?

At the cicada circle data overview, brand owners can quickly understand the overall data of content planting, the number of content releases, cumulative play, cumulative likes, cumulative comments, etc., and can learn the overall trend of 3/7/30 days through time filtering.

▲ Cicada circle - data overview

The integration and visualization of cooperation data makes the cooperation effect measurable by linking small stores and attributing sales. At the same time, the analysis of the precipitated data can assist brand owners to further analyze and guide the adjustment of future content planting strategies, help the brand more accurately position its cooperators, and even expand new user groups to open new incremental space.

▲ Cicada circle details of talent

In addition, the re check of the brand owner's internal data cannot be ignored. Media performance statistics, content/talent/goods/media rankings are also crucial.

▲ Cicada circle content ranking

Brand owners need to complete the measurement of business operation through data and review, paving the way for scientific marketing, so as to continuously optimize the closed-loop from grass planting to harvesting.

5、 Summary

Review of recent years marketing management Environment, all kinds of KOLs on all platforms, "content grass" has become the only choice for brand owners, and with the growing marketing scale of talent, the playing method is becoming more and more mature. The talent content enables consumers to plant grass with their minds. The brand owner can heat and amplify the content to connect the ties, and the brand owner can harvest efficiently through the shop broadcast, reach broadcast and other scenes.

As for brands, those who first master various advertising tools, those who first master the O-5A crowd, and those who thoroughly understand the logic and practice of the integration of planting and collecting will be able to seize the increment in the stock market and stand out.

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