Product traffic methodology: How to find your precise users?

There are many people who have learned many methods of drainage but still don’t know how to drain traffic.

Just like Xiao Ming, he has read a lot of methods for attracting traffic recently, such as "Video Domination and Traffic Attraction Technology", "Xianyu Posting Items to Attract 100+ Fans a Day", "Interest Tribe Attracts 200+ Male Fans a Day", etc. When he first saw it, he was so excited that he couldn't wait to try it out.

After thinking about it carefully, I found that this operation was very troublesome, and there were too many people operating it, so it ended up being left unresolved. This is a true portrayal of most people. The method is killed in thinking before it is even put into practice.

Is the drainage method not good?

I did a test some time ago and shared the practical methods of Himalaya audio traffic diversion and film and television fission with my friends, which included core thinking, specific steps and wording. More than 200 people got the method, but only 34 succeeded.

After seeing the methods, many people find it difficult to implement them because they don’t believe in them, don’t execute them, and don’t persist. This chicken soup-like explanation seems to make a lot of sense, but it cannot solve our problem. (If chicken soup were useful, there might be no poor people in the world, after all, there are so many success studies).

From a methodological perspective, this situation occurs because when thinking about it, there is a lack of a criterion for choosing the drainage method. This standard generally includes the following three points.

The difficulty of attracting traffic (whether one's own capabilities, resources, etc. are adaptable)

The competitive environment of the method (is it competitive among peers)

Is it suitable for your project? (The focus of this article)

▼Is it suitable for your project?

This depends on who our exact users are. All users who can bring you transactions are collectively referred to as accurate users. What we need to do is to express information accurately to these users.

A client who makes facial masks heard that the traffic from movie and TV fans was relatively fast, so he learned how to set up a movie and TV entrance. In a short period of time, he did add a lot of WeChat accounts , but in the end the conversion rate was pitifully low .

Suppose I am a user. One day I saw your advertisement that said I could get film and television resources for free, so I added you on WeChat. But after looking through your circle of friends , I found that you were a micro-businessman who wanted to do business with me. It is very likely that I will delete WeChat directly after getting the resources, because it is inconsistent with my original intention, let alone spending money to buy your facial mask.

If the user motivation problem is not solved, what is the point of repeated promotion ?

There used to be a slogan that "traffic is king", but it is full of loopholes today. This also explains why some people would sell powder. The only reason to sell fans is that it cannot be monetized, and miscellaneous and chaotic general traffic is difficult to monetize.

Unless you are receiving red envelopes from Alipay or sending coupons from Taobao , which are highly universal low-cognition participation decisions, simple information exposure can bring you conversions . (This is also why WeChat Taoke was so popular in the early days)

▼Solve the motivation problem of targeted users

The key to solving the motivation problem is that instead of letting users focus on your product, it is better to let them focus on themselves first (human beings are selfish animals). By focusing on themselves, they will generate certain needs, and then they will desire to solve them by purchasing products.

For example, there is a man who sells car music USB flash drives. He focuses on posting music videos , all of which are published under the category of Music Storm. The cumulative number of views of all his videos exceeds 10 million, which has brought him many accurate users who are willing to make transactions. (I listened to the music and thought it was good, but I found that the music in my car was not good enough)

For example, when we are walking on the street, we see a cake shop window filled with all kinds of beautiful cakes, which make us salivate. This simple exposure can also bring more visitors. ( I feel greedy when I see the cake, and I want to eat a piece of cake to satisfy my craving)

By the same token,

Use the course "0-5 Years Old Children's Dental Care Skills" to find consumers of maternal and infant products

Use CET-4 and CET-6 and postgraduate entrance examination resources to find college students

Use free products to find users who want to receive coupons (this is special, the focus is on cultivating user usage habits)

▼Where are the precise users gathered?

This is a mind map for drainage.

Why do I provide this? It's like a map for our travel. Without a map, we are trapped in our surroundings and our vision is not that broad.

After solving the map problem, what remains is to understand where the user will be on the map. We can start from two aspects: user psychology and behavior. (If you are not clear, you can make a user portrait )

For example, if you are selling weight loss products and you want to expose product information to users, you must first think about what kind of behavior these users will have. Maybe they will

Follow weight loss/fitness bloggers on Weibo

Follow the public accounts related to weight loss

Search on Baidu for how to lose weight

I will watch a series of weight loss videos

…

Develop a traffic plan based on user behavior and platform rules.

Weibo paid promotion , comment/topic traffic diversion

Find a public account to place an advertisement

Baidu paid advertising, Baidu products such as Baijiahao , Sina blog (high weight, easy to be on the homepage)

Edit weight loss videos and place them on major video platforms

……..

Select 1-2 methods that suit you. If you have money, do paid promotion; if you can edit videos, do video distribution; if you can write soft articles, use Baidu Experience. Don't blindly pursue the latest and most cutting-edge methods. The best method is the one that suits you.

Once you have determined the drainage framework, all that remains is to continuously optimize and expand it and stick to it. Sometimes there are many routes to climb a mountain, and it is possible that the route you choose is not the shortest one, but if you walk on it with determination, it is better than taking a route and then finding out that it is not the shortest one. They say another road is closer, so I go down the mountain and climb that road again, only to find out it is not the closest one. It is better to climb halfway and then come down.

Source: Yu Mumu (mumu666y)