From 0 to 20 billion in just 3 years, all his marketing tricks are here!

"April 23" World Book Day has not yet arrived, but the marketing war among e-commerce platforms has already begun: Dangdang, JD.com , Amazon and other book e-commerce platforms have long been sharpening their knives, with a dazzling array of discounts and coupons, just waiting to "make something big"; even knowledge payment platforms such as Himalaya are not idle, and have been "creating festivals" and busy grabbing the minds of users.

Behind the fierce commercial war, the undercurrent is always the battle for traffic . From the traditional Internet era to the mobile Internet era, traffic has always been a hurdle that companies cannot overcome. However, since 2016, the amount of natural traffic that companies can obtain online has become less and less, and more and more expensive. The manifestation is: the product is good, but it is difficult to attract fans; you are very happy, but the conversion rate is very low; high-quality traffic is difficult to buy, and traffic traps are everywhere.

Now, both entrepreneurs and operators seem to have reached a consensus: it is difficult to achieve effective conversion relying on a single traffic source. Companies need a combination of measures to build their own traffic pool in order to achieve a breakthrough in marketing.

The so-called traffic pool refers to the "quick success and quick profit" traffic layout and marketing conversion. The quick success here refers to building awareness, penetrating the market, obtaining traffic, and quickly establishing a brand ; the quick profit refers to quickly converting the traffic into sales while bringing actual results. The book "Traffic Pool" has a detailed explanation and case analysis on how to build one's own traffic pool and achieve a marketing breakthrough. Here we only take a glimpse of the three pillars of the traffic pool theory - traffic acquisition, marketing conversion and traffic re-mining, to understand the new marketing methods in the mobile Internet era.

Fission marketing is the lowest cost way to acquire customers

What is fission?

The "Tao Te Ching" says "Tao begets one, one begets two, two begets three, and three begets all things", which refers to the fission process of the growth of all things. This is also the meaning of fission marketing. From an operational perspective, fission marketing also conforms to the AARRR model and is the last link in it - self-propagation. Through social sharing (rewards, benefits, interesting content, etc.), communication individuals help companies to attract new users so as to achieve the growth goal of bringing in multiple new users from one old user.

Compared with traditional marketing, fission marketing is different in two ways.

First, emphasize sharing. That is, new users must be brought in through the sharing behavior of old users. This way, the cost is the lowest and the customer base is the widest.

Second, post-payment rewards. The original advertising costs for attracting new customers in advance can be decomposed into the reward fees for recommendations from old users and the reward fees for new user registrations, that is: advertising cost = reward for attracting new users from old users + reward for new user registrations. These rewards are basically paid in a post-payment model, and users can only receive rewards after registering or completing actions, thereby reducing the advertising risks of enterprises.

The nature of fission

The ways to play App fission mainly include six forms: new customer rewards, fission red envelopes, IP fission, stored value fission, individual welfare fission, and group purchase fission. Among these, the most effective one is still the reward for attracting new customers.

Rewards for attracting new users refer to a reward policy that companies give to both parties when old users bring in new users. This is generally a standard fission method of the App. The activity mechanism is very simple: invite a friend, and after the friend registers and takes the first ride, some benefits will be given to the old user. This will stimulate the participation of old users, encourage them to spontaneously find new users for the brand, accelerate the overall growth of the number of users, and also enable the corporate brand to gain long-term exposure in the circle of friends .

Although this profit-driven approach is not very creative and is purely a means of attracting new customers based on technological fission, it can bring lasting and effective conversion effects to the company.

Ele.me App fission red envelope interface

In addition to App fission, the effect of WeChat fission cannot be underestimated . Enterprises can utilize the technical welfare transformation of WeChat pictures and texts, and the technical welfare transformation of H5, so that users can receive certain welfare incentives every time they share WeChat pictures and texts or H5, such as vouchers or even direct cash red envelopes, so that users can be driven by benefits, actively share and even invite friends to share, so that everyone around them can get benefits.

At the same time, we can design this welfare rule into a compound interest model, that is, after the user shares the picture, text or H5 with friends, and the friend shares it with his friends (that is, after the second sharing), you will also get additional secondary benefits. The more active friends you share with, the more secondary benefits you will get, so that users will become your part-time promoters (but pay attention to the distribution level, above the second level will be defined as pyramid schemes and will be blocked by the WeChat platform).

NetEase, which excels in operations, is the best at WeChat fission. From the micro-courses at the beginning of the year to the recently popular "Personal User Manual" and "Sleeping Position Competition", each one has attracted a lot of attention.

NetEase has always been a master of fission operations

Good marketing is about conversions, avoid the wallpaper effect of advertising

Many companies tend to fall into the trap of "empty talk" when doing advertising - the advertising is good, but there are not many conversions.

The best way to increase advertising conversion is to make the advertising public relations-oriented, topical, and even involve the public. Many advertisements are launched silently from the time they are launched to the time they are withdrawn, and they fail to form a deep memory in the minds of users. There is a large proportion of this type of advertisements. I call them "wallpaper-type advertisements". Although they are right next to you, you ignore them just like you ignore wallpaper.

What should I do then?

One idea, of course, is to make your advertising creative more outstanding and unique. Both the pictures and texts should be more eye-catching and unique, and it would be even better if they can inspire users to take photos or discuss. There are still many such advertisements. For example, the group of niche advertisements on Mafengwo are quite interesting and fun.

Simple and effective Mafengwo advertising

Creating topics is obviously the secret of marketing. Half a year after its establishment, UCAR tried to shake a tree with an ant, creating an event marketing case that shocked the whole country and was extremely controversial - Beat U.

They invited many popular stars to criticize Uber, which was the most popular company at the time. They directly questioned the safety of its private car model and pointed out that the "in-car social interaction" it delivered was harmful to users.

"Account fraud" during the day and "apologize" at night. In just one day, the ranking of Shenzhou Special Car in the app store rose from more than 30th in the travel category to 8th, and from 150th to 61st in the overall list. The monthly downloads increased three times month-on-month.

Netizens speculated that "Strange Shu Li" was also a pre-buried stalk in Shenzhou

Facts have proved that Shenzhou's risky strategy was a great success. No matter how later generations judge this event marketing , the user conversion rate is the best answer.

Use cross-border marketing to dig up more traffic

BD cross-border marketing has become a common strategy in brand cooperation. The collaboration between brands is like falling in love, which can not only bring new perspectives to companies and consumers, but also enable both parties to obtain the effect benefits of "1+1>2".

The benefits of cross-border cooperation are obvious.

First, it can enrich the brand connotation.

On the one hand, cross-border brand cooperation reflects the openness of the brand itself, and on the other hand, it also diversifies marketing methods. When two brands with the same tone form an alliance or a CP, it can increase the freshness and richness between the brands and their audiences.

Second, low-cost traffic acquisition.

With the end of the Internet’s demographic dividend, traffic resources on social platforms began to dry up. Companies are discovering less and less new traffic through their own brands, and the consumption potential of brand audiences has been almost captured. It is becoming increasingly difficult to increase sales volume by relying on word of mouth, "fans" and repeat customers. Therefore, joining forces with brands of the same size and allowing the "fans" of both sides to cross-flow traffic is also a quick way for companies to obtain traffic at a low cost.

Third, achieve a win-win situation in brand communication and sales.

Obviously, the ultimate goal of cross-border marketing is to achieve sales. Only when both brands are exposed and the number of orders is promoted, will cross-border brand cooperation and corporate BD operations have practical significance.

In the process of acquiring and operating traffic pools, if an enterprise wants to reduce marketing costs, obtain free traffic, and improve conversion efficiency through BD, it needs a complete BD strategy to fight a "coordinated battle."

The co-branded design in the fashion circle is a classic cross-border marketing. Su pr eme is an expert at this. It is no surprise that fans of both brands are excited about a luxury brand embracing street culture.

Some crossover items are priced as high as $10,000 on eBay

During the period of ground advertising, the Flight Manager App launched a famous event marketing campaign " Escape from Beijing, Shanghai and Guangzhou " in collaboration with the public account " New World ". Within 24 hours, young people from all over the country are called upon to go to the airport to get a free, temporary ticket and travel freely.

"Escape from Beijing, Shanghai and Guangzhou" brand joint event

Building your own traffic pool tests a marketer ’s real skills and meticulous work. Yang Fei, the originator of this methodology, once led UCAR to achieve an efficient rise from 0 to 20 billion in just three years. When Yang Fei was running Luckin Coffee in 2017, he tried and succeeded many times - he found Tang Wei and Zhang Zhen, who have artistic temperament, as spokespeople to target the white-collar group; he put in targeted advertising and WeChat information flow advertising to get intensive exposure; he used fission to attract new customers and the reward model of "you drink one cup and I get one cup for you" to increase the repurchase rate; he used the "little blue cup" as a creative symbol to engage in a "blue-green battle" with Starbucks ...

From positioning theory to growth hacking , and then to traffic pools, no matter how the form of marketing changes, the essence of marketing has always been to achieve the integration of brand and effect - there is brand and reputation, sales and conversion. A hot product has its own destiny and fortune, but it depends more on the wisdom and courage of the marketer behind it.

This article was compiled and published by @流量池(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games