Online operation promotion: 4 steps to target user analysis!

When promoting and operating online , you will often encounter conversion problems. For example, if you spend 1,000 yuan today, the traffic is very large, but there are very few consultations or inquiries. When this happens, you will become particularly anxious. Why have you spent money and received traffic, but there is no conversion?

In this case, we generally rule out whether the page has errors or cannot be opened. We then have to analyze whether it is a landing page and perform target user analysis. But it is too late now. When approaching this project, target user analysis and advantage extraction need to be done in advance.

Step 1: Identify the basic service population

Determine the basic service population based on the product or service, and thus determine the basic age group, income group, cultural level, etc.

When analyzing target customer groups, two conditions must be met:

1. Your target customer group needs to meet two or three basic conditions (e.g. they are all male, young, like the outdoors, love to play with mobile phones, and are high-income people);
2. The number of users must be of a certain scale.

Correct target customer positioning can correctly grasp the user's psychology, making the product or service more precise and more popular. (Generally speaking, low-income people care more about price, while middle- and high-income people focus on service and quality).

Take Pinduoduo as an example. Pinduoduo covers the market through group buying. Their initial positioning is very clear. The group buying and lottery model is aimed at the majority of middle and low-end consumers. At the same time, it can also accumulate a large number of loyal users in a short period of time. When their users encounter product problems or service quality issues, they will not find them directly.

Step 2: Analyze the common needs of target customers

After analyzing the target users’ needs and target customer groups, you need to analyze the common needs of your target customers, which are the pain points that many trainers package over there.

For example, one of my friends is the mother of a one-year-old baby. After weaning, the child often refused to eat. By chance, she started making snack noodles with vegetable juice, and made this product into a local brand through her WeChat circle of mothers. From this example, we can see that she found her product positioning and solved the pain point of children not eating after weaning.

Step 3: Incorporate demand points into marketing plans

Incorporate the target customer needs you analyzed into your marketing plan. At the same time, magnify and list the issues that your target customers are worried about.

Take my mother's micro-business as an example. When she was doing this, she analyzed the problems that mothers were worried about.

1. Food safety issues;
2. Nutritional issues;
3. Shelf life;
4. Are there any children eating?

She posted all these elements on her Moments, addressing the concerns of her target customers.

Step 4: Analyze your competitors

Sort out and break down the highlights of your competitors during promotion and operation. Generally speaking, highlights include: branding, price wars, outstanding products or services, marketing channels, and expected results. This will help you extract your competitive advantages and incorporate them into your marketing plan.

Finally: arrange production and evaluate data effect online

Generally speaking, the results of the data can be seen in about a week. If you find that your conversion rate has not increased after a week, then re-extract the highlights.

Source: Operation Lao Zhu