6 ways to achieve rapid user growth for new APPs
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Abstract : Achieving massive growth is not easy. When you study the most successful mobile or web products, you will find their growth patterns. The truth is, there aren’t many ways to get a user base of millions or a high income. Instead, most products grow through one or two primary channels, and… Achieving massive growth is not easy, and when you study the most successful mobile or web products, you’ll notice their growth patterns. The truth is, there aren’t many ways to get a user base of millions or a high income. Instead, most products grow through one or two primary channels that we are all familiar with. Here are the main channels that successful products use to attract users. Think of them as a quick way to success: 1. Channels to attract users 1. Obtained through payment If users bring you revenue, you can increase users directly through advertising. Typically a company will keep the CLV (customer lifetime value) and CAC (customer acquisition cost) ratio at 3:1 to ensure reasonable revenue. 2. Go viral If users love your product, a high Net Promoter Score will bring you a lot of "word of mouth" publicity. If a product can spread quickly by engaging users, the viral transmission cycle can be optimized later through A/B testing. By calculating the "viral factor", we can measure the effectiveness of existing users in attracting new users. It is best if the viral factor of the product is greater than 1. 3. Search Engine Optimization If your product creates a lot of unique content, such as in the form of Q&A, articles, long-form reviews, etc., these thousands of unique pages may bring you a large number of new users who are looking for relevant content through search engines. 4. Sales As a small or medium-sized enterprise or company, you will eventually form a large sales department to handle domestic and overseas business. This is especially true for local businesses, especially when telesales become the only option. Of course, to increase sales, you need to provide your customers with a variety of sales methods. 5. Others It’s rare to have a special partnership with a company like Yahoo or Google that can make or break a startup, but it does happen! These channels work for two main reasons: ● They form a feedback loop. These channels are all capable of creating exponential growth while making money from your users. You can use the profits to acquire more users, thereby increasing your revenue. ● They have a higher saturation ceiling. Part of the reason paid user acquisition works is that people like free products, which makes it possible to monetize those products by including advertising. To figure out if your CLV (customer lifetime value) and CAC (customer acquisition cost) match, you need to buy some users and then check six months later whether they are profitable for you. If you want to know if your product has viral potential, you need to build your app and then see if retention and frequency of use support a strong viral loop. SEO is difficult because once you have the content for a web page, Google will index it and you need to work hard to rank it. This may take months or even years. 2. High risk, high reward Using the above channels usually means high risk and high reward. Every startup needs to make sure they are suitable for these channels before adopting them, and at the same time, they must be able to retain users to ensure cash flow. Paul Graham's article gives us a hint that new companies are equivalent to growth rate: in the business incubation stage (YC), a good growth rate is 5% to 7% per week. If a week can reach If it’s 10%, it means you’ve done very well. If it’s only 1%, then you probably don’t understand what you’re doing. In other words, growth is measured in percentages, so in the early days, when the base is small, any small growth will result in a high percentage. When you’re just starting out, there are a few low-risk, small-scale ways you can gain customers: ● Call on your family and friends to use your product; ● Distribute mail or posters in the local community and make full use of university or alumni directories; ● Write comments in relevant blogs – you often see this on some well-known blogs; ● Send emails to potential users and influential people; ● Interact with potential users on Twitter, Reddit, forums or other online communities; ● Run contests and giveaways, perhaps by partnering with active bloggers or video uploaders; ● Use clever media packaging, such as technology soft articles; ● Others. These methods require active recommendations, but have lower risks and good growth rates. A single contest can bring in a few thousand registered users, which is pretty good considering the small user base. Another benefit of these methods is that they allow you to engage directly with your users. So early on, when you’re working towards product market fit, this can help you figure out whether your product is going to be a hit with the masses. However, none of these approaches will lead to massive growth, and you need to know when it’s time to change strategies. Even if you are featured on the cover of a mainstream media like the New York Times, it will only bring you a few thousand new users at most. Being a bit famous on Google or Apple’s platforms has a similar effect. This is certainly better than nothing, but it is still a long way from rapid growth. To get on rocket track, you need to perfectly utilize one of the four main channels listed above. 3. Barbell Strategy We can use a barbell strategy to balance these approaches to boosting growth rates. The barbell strategy means that investors can allocate their assets to high-risk, high-return investment projects and low-risk, low-return conservative projects. The investment encyclopedia describes it like this: put your eggs in two baskets. One basket holds the safest investments, the other holds leverage and speculation. When choosing growth channels, the key is to balance a range of incremental and high-impact approaches with the top channels that will get you to the top in one fell swoop. 4. Use small-scale growth methods In the early days, by all means, engage your family and friends. Get the attention of those bloggers and do all your content marketing efforts. This will help build an active user base and facilitate the product market adaptation process. Whenever one method reaches its peak effectiveness, use the next market channel to significantly increase new users. At the beginning, you may be able to achieve a high growth rate by cooperating with a well-known blogger to hold a competition; after a period of time, you may need to hire a team dedicated to long-term content marketing. 5. Top channels for reaching success overnight The high-risk, high-reward projects on the other end of the barbell require thoughtful analysis and consideration. If you need your existing user base to generate more unique content for SEO, then you need to create an atmosphere that encourages long-form originality. Also tracks how many users are able to provide quality content for the web page. In order for Google to index your pages, there are a few small tweaks you need to make. After a few months, you’ll realize how much unique content you need to create to be effective for search engines. This can usually be figured out using a spreadsheet. 6. Strike a balance between the two It is important to strike a balance between a short-term approach and a long-term approach. If all you do is market in a small way, eventually those channels will dry up and your product’s growth rate will decline. This is the reason why many products that rely heavily on media publicity to increase their appeal quickly disappear into obscurity. Leverage strategies can help products continually create short-term momentum while pursuing long-term goals - you need this momentum to attract investors, but you also need long-term large-scale growth to truly build your business. |
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