Talk about common things and build emotions──Content marketing close to female users
Sanitary napkins are a must-have personal item for every woman, but have you ever thought about how to build relationships with female users through content marketing?
For many years, manufacturers have used TV advertising and retail channel DM to gain mind share and market share. When you turn on the TV, you can always see advertising campaigns for brands such as Reliable, Haozizai and Sophie, emphasizing the functional characteristics of sanitary napkins (more absorbent, more leak-proof, etc…) to female friends. To a certain extent, it is similar to how computer manufacturers emphasize to men how fast the laptop’s CPU is and how big the memory and hard drive are.
Fight the relationship first, then discuss the deal
In terms of content strategy, compared with the “care and love” or “cute” push marketing adopted by traditional sanitary napkin manufacturers, it is not difficult to understand that Icon, which entered the market late, adopts “friendly” and “homely” pull marketing in their content appeal (opens in a new tab).
In the management of fan pages, in addition to promotion and education on women’s health and hygiene knowledge, Ai Kang (opens in a new tab) (97,000 likes) can operate a Facebook fan page that is similar to or even more than traditional sanitary napkin manufacturers (Hao Zi Zai (opens in a new tab) 94,000, Sophie (opens in a new tab) .com/sofytaiwan/) 81,000, Reliable (opens in a new tab) 64,000, Renia (opens in a new tab) 51,000, Carnation (opens in a new tab) 15,000), relying on expressing themselves more and shortening the distance between them and female users.
Like The CEO cooks for employees (opens in a new tab), Funny campaign for employees (opens in a new tab), Boss should go to Facebook to greet consumers when he returns home (opens in a new tab), the number of likes on these picture posts with low entry barriers far exceeds that of ordinary promotion (opens in a new tab) and knowledge education posts (opens in a new tab). He skillfully looks friendly to consumers without getting too close to be intimidating.
Tip: Be patient and become an opportunity for small and medium-sized enterprises to turn around the situation.
This kind of pull-in marketing content strategy is usually not something traditional marketers who do push-out marketing dare to do. Because this approach requires time and long-term operation, it cannot ferment immediately and will not be quickly reflected in sales figures. Building friendships is not something that happens in a day or two, otherwise we wouldn’t be called old friends.
Large enterprises generally do not adopt pull-in marketing strategies, but instead they become a good opportunity for small and medium-sized enterprises to enter. As long as there is a will, everyone can be a god of cooking (wrong); it should be said that as long as there is sincerity and patience, everyone can be a marketing expert.
★ Source of the first picture: Pixabay (opens in a new tab)
Further reading
- Interesting and good-looking is king──Hand-drawn style content marketing is the rule
- Uncovering rare beauty──Freighters can also be used for content marketing
- Copywriting power is your “cashability”: before turning ChatGPT into a godly teammate, you must first make yourself stronger
Next step
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
