A: "What's wrong? Is the Xi'an tour project stuck? I saw you staring at the audience analysis chart for half an hour."
B: "The client wants to promote a 'three days and two nights' package, but overseas users are diverse. How can we accurately acquire customers?"
A: "Simple! Label the user personas first! Look:
If you are interested in history, write "Terracotta Warriors + Archaeological Explanation";
Young people, you have to recommend "Dancing in the Tang Dynasty City that Never Sleeps + Travel Photography in Hanfu";
Family tourists should highlight the 'Parent-Child Interaction at the Panda Base'.
B: "How do we shoot the material? Clients always ask for something high-end!"
A: "The first two seconds must be eye-catching - for example, the moment when a foreigner wearing Hanfu is handed a flower by a tumbler girl, with the subtitle 'visa-free entry, in seconds into the heyday of the Tang Dynasty'. The middle part must break down the scenes: the first day is the shock of the Terracotta Warriors, the second day is cycling on the city wall + eating skewers in Muslim Street, and the third day is Qinling to see pandas. All the user pain points are buried: '24-hour airport pick-up and drop-off', 'bilingual tour guide throughout the trip', 'high-end accommodation', and the ending must have a hook.
B: “People always abandon orders on my landing page. Is it because the design is too complicated?”
A: “The first screen of the website should show the price + countdown, such as ‘Original price 899, early bird 799, 12 places left’.
The trust zone has videos of positive reviews from overseas tourists; the conversion zone has 'one-click WhatsApp consultation', and the web page must load quickly - users don't have the patience to wait."
B: "How do we allocate the advertising budget? The client wants to invest all in Europe and America, but the data in Southeast Asia seems to be better?"
A: “Do it in stages! In the first week of testing, use 30% of the budget to run A/B tests to screen out high-click creatives.
In the second week, 50% of the budget will be allocated to Southeast Asia, with the main focus on promoting Chinese service packages;
During the fourth week of the sprint, use remarketing to attract customers who have viewed the ad but did not place an order, and offer exclusive discounts.
B: "Is there anything I should pay attention to?"
A: “Facebook’s algorithm eats new content, so we have to rotate the material pool by 30% every week.”
B: "Anything else?"
A: “The visa exemption policy is linked to the official website of the Chinese Immigration Bureau, and the price must include taxes and fees.
Customer service must also keep up. Advertisements can be set up for quick replies, and the response rate within 15 minutes must exceed 90%.
Conversion is a chain of events, and advertising is only the first link.”
