How to obtain seed users?

Many Internet products encounter two problems during the promotion process. One is that they do not understand user needs well enough and are unable to meet users’ core needs. The other is that there are not many users and the dissemination power is insufficient. The reason is simple:

① The product does not take into account the user's usage scenario, and the user's access channels are limited, which leads to the inability to acquire target users;

②The product brand promotion is not in place, and not many people are willing to try the product;

Based on the above two reasons, it is particularly important to acquire seed users . If a seed user group is built in the early stage of product promotion and demand is explored through communication with seed users, then the first wave of product promotion can be carried out more smoothly. So, what is a seed user? How to obtain seed users? How to operate seed users? Next, we will answer these questions for you one by one.

1. What is a seed user?

To establish a seed user group, the first thing we need to clarify is what seed users are. If a group is created without clearly defining what a seed user is, the following situation will often occur: for the sake of the number of users, regardless of whether the user is a target user or whether he or she urgently needs the product to solve his or her problem, they will be pulled into the group and lured into the group with various material benefits. On the one hand, such an approach consumes unnecessary resources, and on the other hand, it is easy to deviate from the original intention of the product.

① Waste of resources: Many people in the group are only interested in material benefits and are not willing to actually use the product and give suggestions. Over time, the group operation process consumed manpower and material resources without achieving any results.

②Deviation from the original intention of the product: There are all kinds of users in the group, not a certain segmented group of people. Because different types of users have different focuses, the collected needs are various. If the product meets all of them, the product will often become bloated.

Therefore, seed users need to meet three conditions:

① There is a need: There is an urgent need for a product to solve one’s own problems, and the pain point is strong enough;

② Curious: Willing to try new things, even if the product is not perfect;

③ Willing to share: Willing to provide suggestions for product optimization;

In addition, if seed users hang out in forums and BBSs all year round, or are very interested in the field of the product and can independently generate high-quality content, then they will have more advantages in the dissemination of the product.

2. How to obtain seed users

How to obtain seed users? We need to consider three issues: where are the users, how to promote them, and how to acquire them. Study the possible characteristics of seed users, reach seed users in places where target users often appear and are active, use methods that suit their preferences, and attract them to join with benefits.

The following is the analysis idea:

1) Think about the characteristics of seed users?

To answer this question, you need to think clearly about two questions:

– What is the product positioning: What pain points does the product solve, what needs does it meet, and how is it different from other similar products?

– Which segment of the population will be interested in this product: Among the people with needs, there is a group of people who are particularly eager to solve this need. Try to describe what they are like.

Then think about the characteristics of this group of people: gender, age, region, and education level? What are the unique habits? What is the spending power?

2) Based on the characteristics of seed users, determine where they like to appear?

What websites do they like to visit and what apps do they use (such as relevant forums, competitor communities, WeChat groups, QQ groups, Tieba, Zhihu, Douban groups)? What public accounts and Weibo accounts do you follow? Where do they appear more often offline?

3) Where do seed users often appear and what makes them interested?

What do they mainly do in these frequently appearing places, what do they mainly pay attention to, what do they like, and what kind of articles will impress them?

4) How to attract them?

Reach them by combining the product's features with the places they often visit and the things they are interested in. For example, this type of people love Zhihu and are more concerned about certain types of issues, so you can write some soft articles that suit their preferences under these types of issues.

Tell them the benefits of being a seed user. For example: they can participate in the conception of products and solve their pain points; they can use products in advance. The sooner they use them, the sooner the problems can be solved; they can meet friends with similar interests; there are relevant benefits and activities in the group, etc.

Let users feel lucky to be selected and attract them to join.

5) How to screen out unsuitable people?

Set up certain thresholds for filtering, such as requiring an application for review, requiring you to write a description of your needs, etc.

In addition to the methods mentioned above, there are other ways to obtain seed users, such as: looking among acquaintances, seed users spontaneously spreading recommendations, looking among existing users (in-site promotion, promotion through own media channels, data mining of active users on the platform, etc.).

The number of seed users is more about quality than quantity. Make sure that users are potential target users of the product and really need such a product, rather than early adopters. If you encounter difficulties in finding seed users, it is likely because the problem that the product is trying to solve is not that important and it will be difficult to promote it in the future. At this time, you need to reflect on whether the method of finding seed users is wrong or there is a problem with the product positioning.

3. How to operate seed users

After obtaining the first batch of seed users, it is necessary to determine the operation plan for the seed users. The following issues need to be clarified during the operation process:

1) Goal

How many seed users are needed, how many groups should be established, and how many people should be in each group;

2) Group rules

What to advocate, what benefits and privileges are there, what to prohibit, what penalties are there, what activities will be held, what content will be pushed, etc.;

3) Group management plan

How many staff members are there in the group, what is the division of labor, who is responsible for communication, who is responsible for recording user performance, etc.;

4) Methods for group activity

Treat seed users as development partners, regard them as colleagues, help each other and build friendships. Continuous communication and timely feedback. Cooperation with seed users should run through every stage of product development: show them product prototypes and invite them to participate in testing. Ask them questions about the product in detail. Timely feedback can make them feel accomplished and valued. Give appropriate rewards. For example, give out small prizes to show your gratitude;

5) Methods of dissemination

Before the official release, you must first ask seed users to use it to ensure that everyone is satisfied. Once released, they will recommend the product to the public. Create content that users want to spread. Think about what kind of content will make users feel honored and interesting when forwarding it, and generate a strong desire to forward it;

Author: Love Profit

Source: Aiyingli