According to relevant data, the number of newborn babies in China reached14.65 million in 20 19. Driven by the comprehensive two-child policy, it is estimated that the number of pregnant mothers will reach15.3 million in 2020, and the maternal and child market in China will reach 240 billion yuan. It can be seen that the maternal and child market in China has a good development prospect, but the competition is also fierce. Therefore, if a maternal and infant brand wants to break through in such a fierce market environment, it must have its own unique competitive advantages in addition to its own products, and its marketing and promotion work must also be done in place. I made a detailed analysis of the promotion plan of maternal and child products activities in four steps. Let's have a look! Step one: build a brand. Official website maternal and infant brand wants to be bigger and stronger, and brand official website is essential. In the Internet era, brand official website is not only a sales channel, but also an effective way for new brands to show themselves to users, and an official channel for users to understand brands. On the one hand, consumers can find our brand official website and enhance the exposure of new brands by searching brand words through search engines; On the other hand, maternal and child products have a distinctive and complete official website, which is a big bonus for potential users of new brand milk powder and can enhance users' trust in new brand milk powder. Therefore, the first step in the brand promotion of maternal and child products is to establish brand official website and do a good job in the construction of official website. Step 2: As we all know in baidu promotion, 44.7 1% netizens often use search engines, and 65,438+07.2% users use search engines once a day, that is, 69.4% users use search engines every day, so netizens are very dependent on search engines. At present, Baidu is the leading search engine in China, and most users are still used to using Baidu to obtain relevant information. So do promotion, don't miss baidu promotion. 1. Creating Baidu Encyclopedia If it is a new maternal and child brand, there is generally no information about the new brand on the Internet at the initial stage of promotion, so it is necessary to establish a brand encyclopedia. Establish an encyclopedia about maternal and infant brands. If users search, users can learn more about brands and products from Encyclopedia. At the same time, if you do brand marketing later, you can also attract more potential users. 2. Baidu bidding Baidu bidding is a pay-per-click promotion method. You can open a bidding account to promote your products. For example, if you search for related keywords in Baidu, a bidding position will be displayed in Baidu. This ranking depends on your bid. The promotion cost of this method is relatively high, and it is generally not recommended for some small and medium-sized brands to do it. Baidu knows that promoting question-and-answer marketing is a kind of word-of-mouth publicity. It positively evaluates products through self-questioning and self-answering, so as to gain greater exposure and improve conversion rate. Baidu's question-and-answer platform is called Baidu Know, including active answering and self-questioning. These two forms can be used as a way for maternal and child brands to do word-of-mouth publicity. Moreover, Baidu knows that it is a question-and-answer platform under Baidu, and it is easier for Baidu to know the content published on the homepage, which is also conducive to improving the brand's exposure and popularity. 4, post bar promotion Generally speaking, most of the posts posted in Baidu Post Bar are advertising posts. In fact, our purpose is to advertise. But advertisements that are too direct can be easily deleted. Therefore, only soft advertisements can be released! Abbreviation: "soft text"; For example, hot news, common sense of life, humorous jokes and so on. , quietly implant your own advertisement, and achieve an advertising effect while enjoying it by netizens! For maternal and infant brands, it is recommended to post in some post bars that Ma Bao often goes to, such as maternal and infant, parenting and postpartum slimming, which is conducive to accurate marketing. 5. Baijiahao Promotion Baijiahao is Baidu's self-media publishing platform. Maternal and child products are promoted on Baijiahao, mainly through the release of marketing soft articles. However, Baijiahao strictly controls the marketing content in the article, and many people who don't know the rules are easy to be deleted or even sealed when publishing marketing soft articles. So I suggest that you can find a special soft writing team to write and publish. Step 3: Zhihu Marketing 1, keyword search ranking Anyone who knows something about online marketing knows that the traffic brought by brands or products in the front position when searching for keywords is amazing, and Zhihu is no exception. On the platform of Zhihu, you can also optimize the published soft articles or accounts of maternal and child brand promotion, and let them search for keywords on the big search of Zhihu, and the information of brands or products will come out at the forefront. 2, question and answer optimization, answering thousands of questions in Zhihu, if there is no purpose to answer questions, in fact, it is of little significance to brands or enterprises, and it will not bring a lot of traffic, so at this time, for some targeted questions, you can optimize the question and answer, in fact, returning to the top position of the question will bring a lot of accurate traffic and increase brand exposure. 3. Soft Text Marketing Publishing soft text of maternal and infant brands on Zhihu is also an effective marketing method for maternal and infant products. When publishing marketing soft articles on Zhihu, we should pay attention to one thing, that is, the advertising content in the article must be just right. Too much advertising content can not cause the platform to delete articles or even titles, but it can not be without advertising content, so that the marketing effect can not be achieved. For people who have no marketing experience in Zhihu, this degree is difficult to grasp, but it is a very simple thing for professionals. Therefore, some maternal and infant brands want to do a good job in Zhihu marketing. In fact, they can find a professional team to write soft articles on brand marketing, which is not only professional, but also saves time. 4. Organization number operation For some maternal and child enterprises, good organization number operation can bring many benefits to enterprises or brands. If you are not very experienced in the operation of the organization number on Zhihu, it is suggested that some professional service companies can operate it for you. The fourth step: the promotion of little red books has a large flow, and the vast majority of users are women. More than 60% of the consumer groups of maternal and child products are women, so for the maternal and child industry, Little Red Book is a good brand promotion channel. The common promotion methods of Xiaohongshu are keyword ranking optimization, brand number entry, KOL notes and amateur notes. Among these methods, keyword ranking optimization is not easy to do at present because the ranking is not stable. Xingtian Meiya suggested that we can start with brand number entry, KOL notes and amateur notes, and it is best to combine them. Entering the brand number is relatively simple, so I won't say much here. KOL notes and amateur notes are actually not much different in content, and the difference is mainly reflected in the release account. KOL's account has many fans and large traffic; Amateur accounts have fewer fans, but many fans, so you can post more notes, which is beneficial to your career. When our company promotes the maternal and infant brand Little Red Book, we usually take over the writing of notes, the shooting of pictures, the release of notes, and the release accounts are generally recruited and screened by Xingtian Maternal and Infant Brand Research Group, all of which are personal high-quality accounts, all of which are Bao Ma. The above are some views of Xingtian Maternal and Infant Brand Research Group on the promotion scheme of maternal and infant products. Many details cannot be detailed in this article. Please leave a message or a private message in the comment area if you have any questions. Welcome to give us suggestions! (Li)