How to find accurate drainage methods?

There is a cruel fact: the online traffic dividend in 2018 has basically been exhausted, and the difficulty and cost of obtaining traffic are still increasing.

Although there are bonus platforms like TikTok , they are also being consumed quickly like hungry wolves, resulting in a significant shortening of the duration of the bonus. All these indicate that the road ahead will become increasingly difficult.

So if you are still dreaming of simple and crude drainage , perhaps the days ahead will not be easy.

Therefore, correct drainage thinking is crucial, but I found that many people use inappropriate drainage methods. This does not mean that the method itself is bad, but that you are using the wrong method. The most direct consequence is that you still cannot get traffic.

In fact, you only need to master two knowledge points to find the precise and appropriate method of drainage.

User aggregation

User Cognition Node

1. User Aggregation

User aggregation is a user scenario, and you need to be familiar with the attributes of the people gathered on the platform. For example, most people on Tantan are looking for sex, most people on Zhihu are studious and ambitious, most people on Douban are literary and artistic, and most people on Tieba are losers…

Therefore, if you understand the user portraits of each major platform, it will be easy to find the right person and accurately find the traffic source you need.

Most people understand this principle, but still fail to do it well because they rely more on experience and what they hear from others, which lacks accuracy.

For example, it was previously believed that most of Douyin’s users were young people from first- and second-tier cities, but 70% of Douyin’s users actually come from third- and fourth-tier cities.

Whether you have experience or not, to accurately understand the user profile of a platform, you only need to look at the relevant analysis report of the platform. This is much more accurate than groping in the dark on your own.

Of course, there is also a rough way, which is to use the user portrait function of Baidu Index. For example, 95% of Douyu ’s user profiles are male. How can the purchasing power of these people, who spend all day watching live broadcasts instead of working properly, be high? . .

User Cognition Node

What is a user awareness node?

The user cognitive node is the unit of the user's closed-loop cognitive process, which is divided into four stages: perception, cognition, decision-making, and action.

I saw a new BBQ restaurant on my way home (this is perception)

I could smell the tempting aroma from a distance (this is cognition)

I was thinking about picking a day to try it (this is decision making)

Eat meat and drink wine with a few friends in this restaurant (this is action)

But the process from reaching people to customers buying products can be divided into three stages

Cognitive Stage

Decision-making period

Subscription Period

2. Cognitive Period

The cognitive period, as the name suggests, means that users do not understand the product or even the category it belongs to.

The main media at this stage needs to be deployed in social channels , while search channels are used to receive traffic from conversions .

The first thing we need to do is "how to let him know you".

For example, many strange and unique products on Taobao have seen a surge in sales after being made popular by Douyin. (Taobao is both a purchasing channel and a search channel)

After all, we are not vivo or oppo which can set up offline channels, nor can we afford TV advertising like Melatonin (multiple viewings effect).

So "users have to know and recognize you" . During the cognitive stage, the simplest and most feasible method is to find a benchmark.

For example, when men’s socks were first launched, they chose Weibo to find a big V to do reviews:

We hooked up with Dingxiangyuan CTO Feng Dahui , Baihe.com founder Mu Yan, and Kuaishubao CEO Xu Zhiming to do reviews, and that’s how we got the first batch of traffic.

Decision-making period

The decision-making period is a stage for gaining trust.

Often at this stage, the main layout direction is the search channel. (Search channel ≠ search engine )

Unlike the cognitive stage, the layout technique here is to solve the trust problem.

For example, when a German suitcase brand entered the Chinese market, the method it used in the early days was to ask and answer all questions and topics about suitcases on Baidu and Zhihu, and embed its own brand in the answers to obtain the first batch of recognition traffic.

Because users will seek a proof at this stage to assist them in making decisions.

A psychological concept called "Brown's Law" is derived here. It means that if you can unlock the other person's heart and know what he or she cares about most, then his or her wishes will be under your control.

For example, he will search

How about product xxx?

How is xxx effect?

What he searches for and what he asks are what he cares about.

But we don’t know what users will search for. At this time, you also need to use the tool "5118 User Demand Portrait" to target your brand. If your brand is small and has no weight, you can target your competitor's brand and use the demand map to accurately find the traffic gap of your product.

Subscription Period

During this period, users already believe in your brand and intend to buy your products. But before actually making a purchase decision, he may compare you with your competitors and look at your product page based on his consumption habits.

I will not go into detail about the comparison strategy, but a common and effective method is to highlight your strengths and contrast them with your competitors’ weaknesses. This way, in the eyes of users, the gap between you and your competitors will appear to be greater than it actually is.

As for conversion techniques, you can refer to this article: Why can’t you sell the same product?

My words

The focus of this article is on consumer psychology rather than the commonly used product cycle. Therefore, a product will have three cognitive nodes at the same time. Do not think that this is a relatively complementary state.

I have separated them separately for ease of understanding. Their significance is to help you understand the primary and secondary logical relationships of the process.

Master "cognitive aggregation" and "cognitive nodes", and naturally your traffic generation methods will be stable and accurate.

Source: Yu Mumu (mumu666y)