Traffic pool promotion and marketing, 6 tips to teach you how to acquire customers at low cost!

What I want to talk about are the 6 core ideas about traffic pool marketing .

Marketing is very hard work because the different stages of development of this industry place different demands on practitioners.

For example, when you start a business, you have no users or customers, so you need to think about how to acquire customers and how to attract new customers;

Once you have customers, you need to think about how to manage them and how to get them to buy once and then repurchase multiple times.

After users repurchase, you need to think about how to meet the diversity of your product categories and allow users to continue to generate more new sales from you.

At the same time, how can customers help you bring good reputation and good fission?

Most people are resting on Saturdays, Sundays, winter and summer vacations, and the Spring Festival, but people in the marketing industry have to consider related marketing and promotion plans. In this sense, marketing work basically takes place all year round.

1. Three pain points of traffic

1. Traffic Monetization

Every bit of traffic is hard to come by, but after it comes, if it does not turn into your sales and is not ultimately monetized, it is a loss for entrepreneurs and is equivalent to wasting money.

For example, this year there are some hit and screen-sweeping cases. But how much real sales did it generate? It is very likely that it will be well received but not popular.

Behind every viral work, I am more concerned about the problem that this viral case actually wants to solve, and the conversion it ultimately brings.

So at this time, for our actual marketing, how do we measure its effectiveness? This is a question of timing.

1. Traffic trap

Today's traffic traps are different from those 5 or 10 years ago. The traffic traps 10 years ago might be virus-infected machines (Win2K servers with port 3389 open). Today's traffic traps may all be real traffic, a mix of high-quality traffic and junk traffic.

Why?

Because there is only so much good traffic, when everyone is scrambling for good traffic, there is not enough high-quality traffic. At this time, the advertising platform may give you 50% good traffic and 50% junk traffic.

In this way, your traffic effect may not be that good, which is a trap or cheating problem of traffic authenticity.

The funnel conversion of traffic, from the initial display, clicks, information retention, potential customers, orders to the final transaction process, the flatter and the fewer levels, the better your traffic monetization effect may be.

This is what I often say, what you see is what you get. I can go directly to your order page from the display, which is of course better. There is no such complicated interaction in the middle, or such a complicated funnel.

Of course, for marketers, the sharper the funnel is, the more painful it will be for you, because the sharper it is, the more levels you have and the greater the loss.

1. Continuously obtain traffic at low cost

This is also a painful part, because the traffic in today's Chinese mobile Internet era is basically concentrated in BAT and Toutiao, but there are fewer and fewer high-quality traffic pools. Last year's traffic pool may be Douyin, and this year Douyin's price has also risen. This way, there aren't many external traffic pools to choose from.

Therefore, I think the reduction of concentrated traffic pools at the top will make our traffic costs higher and higher .

A friend who sells bird’s nests talked to me a few days ago. He asked me how his bird’s nests were selling. He said that if I want to use this information flow advertising to get a WeChat friend, the cost is 70 yuan.

That 70 yuan to get a WeChat friend, according to the general traffic funnel, may only have a 10% conversion rate in the end, so it may take 700 yuan to sell a bottle of bird's nest.

Relatively speaking, I think this model has a relatively high customer acquisition cost and cannot be sustained. Of course, this is also a common problem faced by entrepreneurs today: the cost of traffic is high .

2. Traffic pool thinking

The core point I raised in the book "Traffic Pool" is to quickly build a brand and quickly acquire customers. All business entrepreneurs must have a traffic pool mindset.

I think for many start-up companies, traffic pool thinking may be a marketing thinking that integrates product and effect and puts survival first . That is, while you are pursuing a brand, you must also pursue results and conversion of results, that is, to be able to monetize all traffic as much as possible.

Those startups that don’t survive cannot develop or evolve to a higher level.

Sometimes people ask:

What is the difference between traffic thinking and traffic pool thinking?

Traffic thinking is a seller's thinking. I have traffic, and I can convert traffic into sales. It is not something that ordinary people can talk about. Traffic thinking is for the rich and big users of traffic, and only some companies that truly have traffic are worthy of having it.

Traffic pool thinking is actually a buyer's thinking or operational thinking . It hopes that after the brand or corporate party has the traffic, it can continuously obtain low-cost traffic through traffic data and user operations, thereby partially solving your traffic problem.

Therefore, I think the traffic pool thinking may be effective for most of the current startups or traditional companies, including Luckin Coffee. Therefore, we must attach importance to this traffic pool and user operations.

I will talk about 6 specific points below, and I will divide these 6 points into two sections.

3. How to obtain traffic?

1. Traffic Pool and Traffic Source

When it comes to acquiring traffic, I hope everyone can distinguish between "traffic pool" and "traffic source".

Today, some companies are talking about "public domain traffic" and "private domain traffic". "Private domain traffic" refers to their own traffic, which is actually the concept of traffic pool.

You can take a look at this picture. I have simply divided all the marketing actions that can be taken on the market into upper and lower sections.

Why do we call it "traffic pool"? Because users can be retained, digitized, and operated, it is a place where companies can truly own and operate traffic over the long term.

"Traffic sources" are generally based on external data, have high acquisition costs, and cannot be converted into user operations.

For example, WeChat . What I am talking about mainly is the service account + mini program, which generally does not include subscription accounts. It is a typical traffic pool. Perhaps for most companies today, service account + mini program is a standard traffic pool.

Traffic sources are based on some means of external customer acquisition, including the traditional advertising we often talk about, such as large signs, outdoor, elevator advertising, etc. The most commonly used today should be digital advertising such as information flow and search engines.

There is also the social marketing we know, finding big Vs, KOLs, and some big Weibo and WeChat accounts to write articles. As well as BD cooperation, traffic is obtained through external brand cooperation, which is considered as traffic in exchange for traffic.

I think the traffic pool is the foundation, the foundation of a company's marketing, and the traffic source may be an external source of living water . After you build this pond, draw traffic from the outside and then convert it, the effect will be better and the cost of continued operation will become lower and lower.

The traffic pool is your base. After you have the base, you can expand your territory. This is also a reliable action logic.

1. brand

I heard a very sad story a few days ago:

A friend told me: "After reading Traffic Pool and Growth Hacker, our boss eliminated our brand department and transferred our department to the Growth Department, requiring every brand action to bring about significant data conversion."

I think this is very difficult. Because sometimes a brand is something that is hard to see or touch.

In today's era, brands are the most stable traffic pool, but they are not immediately observable, visible, and data-based traffic pools.

Therefore, this place is worthy of investment and development by enterprises, but at the same time it requires more tolerance and understanding, and a certain amount of patience.

Regarding brand perspectives in the traffic pool era, I would like to share a few core perspectives:

First, brand is the flow of people’s hearts.

This sentence was said by Jiang Nanchun, and I think it is very good. It’s like when the two of us want to eat hotpot, there is a hotpot restaurant downstairs, but I am still willing to drive to Haidilao 5 kilometers away. This is the brand, the sense of fluidity brought by the brand, and the acquisition of traffic.

You may not be able to digitize it immediately with your naked eyes, but it is there. So, it depends on how you understand it.

Second, build a famous brand first and then build a brand.

I just mentioned that survival is the first priority. Compared with brands, famous brands are relatively simpler. A famous brand is mainly about popularity. With such a large population base in China, if your brand has a certain popularity, you will immediately gain attention, then a certain amount of traffic, and then sales.

In this way, the company can gain a foothold and take the first step towards survival.

Relatively speaking, building a brand is more difficult and complicated. It may involve more advanced and strategic-level design of the brand, involving the brand’s sentiments, culture, and connotation.

Therefore, we must first solve the problem of cognition, and then solve the subsequent emotions and dreams, and consider whether we can first build a famous brand and then gain a foothold through the famous brand.

How to build a brand quickly? I think there are three basic points that form a very stable structure, namely the brand equilateral triangle.

The first point is positioning:

For example, Trout’s positioning. Although there are many doubts now, it seems that every brand with successful positioning has been created with a lot of money.

But I still believe that positioning is a kind of focus, a kind of persistence, and a mind possession, which can tell users very clearly what you do and who you are .

What I personally prefer is a more powerful positioning. I personally think that there are three types of positioning effects that are very obvious.

① Differentiation and competitive positioning

It clearly tells consumers that "I have what others don't, and I am better than others", which is a competitive technique often used in positioning.

Then at this time you need a stronger benchmark. Even if consumers don’t have any feelings about you, they will have feelings about your benchmark.

For example, for Shenzhou Private Car, “nothing will happen except safety”, and for Guazi Used Car, “there are no middlemen to make a profit from the price difference”.

In this way, it is easy for consumers to form a definition of you.

② USP positioning (self-positioning), mainly functional

USP is unique selling point positioning or vertical scene positioning.

As we all know, "Give Naobaijin as a gift" is actually a vertical scene that creates a gift-giving scene; there is also OPPO's original "Charge for 5 minutes, talk for 2 hours"; and Starshu's "For stomachache, stomach acid, and bloating, use Starshu."

We often call unique selling points positioning marketing, which means the first thing that comes to mind in a certain consumption scenario.

For example, “When you are thirsty or tired, drink Red Bull” is a typical USP positioning, which strengthens its refreshing effect.

③ Product category upgrade positioning

There is a saying that "the old world cannot meet new needs". At this time, you may quickly occupy the category of new demand and become the first in the category.

For example, Internet coffee, like luckin coffee.

Consumers may need to drink a cup of coffee at any time in the office, so we can meet your needs. At this time, I may upgrade to a category upgrade positioning to meet new needs.

The second point is the symbol:

How to build your visual hammer? Create a symbol that can be deeply embedded in the user's heart? This is a trick.

I believe the essence of brand work is to constantly create, uphold and protect symbols.

One of the most complained things some time ago was about Platinum Travel Photography. “Go wherever you want to take photos,” the 15-second ad said this three times. Everyone thinks it is vulgar and tough. But there is no way, the 15-second advertising unit restricts its demand.

In this case, the boss hopes that everyone can remember Platinum Travel Photography, so he can only strengthen this slogan and this symbol. Since it was Li Dan who shouted it out, the symbol became more special, allowing the audience to form a certain memory of it.

In fact, all symbols can be divided into three types: visual, auditory, and olfactory.

Whether you go to a coffee shop or a five-star hotel, you can smell the coffee or perfume as soon as you enter. This is an olfactory symbol.

The auditory symbol is mainly your slogan.

The visual symbol is your logo. Your flat colors and the use of a single color block will have a greater impact on the entire consumer. Your icon auxiliary graphics and some special shapes are also visual symbol assets.

For example, the slogan of the Little Blue Cup, “Who doesn’t love this cup?” is full of challenging tone, creating a psychological conflict with consumers.

The third point is the scene:

The scene is a trigger that pulls the trigger for traffic conversion after positioning.

After the positioning is determined, consumers may still not perceive it concretely, or even lack specific consumer advocacy and action. Then, in a specific scenario, your positioning will become more concrete, more down-to-earth, and more able to improve conversions.

For example, after we have positioned the safety of Shenzhou Private Car, we have created two scenarios targeting safety: one is airport pick-up and drop-off for business people, and the other is to meet the self-protection needs of women working overtime at night. By seizing these two scenarios, you will get the first pot of gold for survival and development.

Next, let’s talk about the brand case of luckin coffee.

It took us more than a year to open more than 2,000 directly-operated stores of Luckin Coffee. According to CNBC, we should be the fastest growing coffee unicorn in the global market.

When we established our brand, everyone might think that we were developing very quickly, but behind the speed there was actually a lot of systematic thinking about the brand and growth. From naming to color to shape to positioning to vertical scenes, it took us about 6-7 months.

For example, use animal graphics to create strong visual difference symbols - deer will give people a stronger sense of communication.

Including the more comfortable and elegant flat small blue cup and the PANTONE royal blue. When we designed it on the first day, we considered the overall flat visual impact, which is more in line with the current users' mobile UI habits and may form a strong memory. This is semiotics.

And we insist on using polka dots. For example, using icon polka dots. Polka dots are not a big technique, but if you add a few more polka dots on a white object or a kraft paper bag, the entire visual effect will be created more comfortable.

In terms of symbols , we used the star symbols of Tang Wei and Zhang Zhen because they fit the business feel of the office.

In terms of scenes , traditional coffee brands emphasize coffee shops, the third space, offline user experience, and in-store experience. But we sell coffee, not a cafe. Of course, we emphasize any moment (infinite scenarios). At any time and in any scenario, I can bring you a cup of coffee.

The first scene we actually created was a working day in an office building. What we are pursuing is the lobby of office buildings, and we may build a cache store of about 30 square meters, because this is the scene we want to occupy first.

Through office buildings, we can lock in five working days from Monday to Friday. During this period, the proportion of daily orders will become higher and higher, because users' fatigue and demand for coffee are getting higher day by day. This scenario can meet users' high-frequency and convenient use. Correspondingly, this convenience may bring higher cost-effectiveness.

Once you have established your own brand triangle, you can start your “up and down”.

"Once on" , it rises to the ultimate strategic level of the brand. For example, Xiaomi's 5% honesty theory, which always pursues high cost performance, has risen to the brand value of an enterprise.

"Instantly" , you reach the brand contact point. Any product or brand has multiple user contact points, and these contact points are continuous empowerment of your brand.

Like luckin coffee, online touchpoints include APP and WeChat account, and offline touchpoints include stores, cups, cup sleeves, bags and store staff.

After users are retained, continue to create interactions at contact points, because only high-frequency interactions can lead to high-frequency sharing. This will be discussed in detail later.

1. Fission: The lowest cost way to acquire customers

Fission is actually a very fatigued concept. The two most popular marketing words in 2018 may be fission and community. But today, fission is still the lowest-cost way to acquire customers.

In this era, everyone has an ID, everyone has a QR code, and everyone has an exclusive link, from which we can see the actual value and real benefits brought by each person.

There are three core characteristics of fission marketing:

① Social relationship chain

Only in the era of WeChat, the gameplay or model based on the fission of social relationship chains may be established. Sometimes it is not just a marketing method, but can even be elevated to a business model, like Pinduoduo, Qutoutiao, and some community e-commerce models.

② Emphasize post-payment rewards

Postpayment is friendly to enterprises. There is no need for prepayment, which greatly reduces enterprise losses.

③ Emphasis on sharing

All fissions are designed based on social relationship chains. So how is the fission relationship chain designed?

The first one is compound interest. That is, it is mutually beneficial, it is good for you and me. Whether it is Didi, Meituan, Ele.me, or today's luckin coffee, they are basically compound interest reciprocal designs.

A lot of the fission that Luckin Coffee is doing now is game fission. You can get a coffee coupon by playing a small game, and the daily sharing volume is very high.

I think game fission is currently the method with the highest compound interest fission sharing rate, and can even reach a sharing rate of more than 50%, because users hope to get a benefit in the process of a light game. Traditional fission may be exhausted now, and the sharing rate may be only around 10%.

The second type is crowdfunding. That is, everyone helps me, which means that I have a task that I need you to help me complete. After you help me complete the task, I can get a benefit that all my friends who help me can enjoy, but they may not be able to enjoy it.

Group buying is a typical form of crowdfunding fission, which in principle can also bring many changes in attracting new customers or sales to the company.

The third type is shared. It means sharing my rights and helping everyone. A typical example is WeChat red envelopes. I give you my money, but if you want to withdraw it, you need to install a WeChat wallet function.

Including the family accounts created by Shenzhou Private Car, many users have large account balances, but they do not take taxis frequently enough. At this time, they can be reminded to invite their family members and bind their family and friends to take his private car together. This is a very popular feature, and the user's usage frequency can be significantly increased after binding.

4. How to operate traffic?

1. AARRR model: retention first

What we generally say is that first, we must acquire new customers, second, increase the frequency, that is, increase the frequency of user consumption, third, increase the retention rate, fourth, obtain revenue, and fifth, spread the virus. It can be understood that it is now a fission-like spread.

Of all these five aspects, I think retention is the most important one right now. Only by retaining users can we increase the frequency, obtain revenue, enter fission, and attract new users through fission.

This is equivalent to the fact that there may be some substantial sequential changes in this model, which is called the shift from "customer thinking" to "user thinking".

Traditional customer thinking is highly dependent on external channels, such as Walmart or an offline mall, or online Tmall or JD.com. The biggest difficulty with this external channel is that it may be difficult for you to have multiple contacts with users and encourage them to make multiple repurchases. To put it bluntly, it is a one-time transaction.

Especially offline, customers come to the shelf, make a purchase, and then leave. And you have no way of knowing who the user is, so it is difficult to digitize the user and you lose the possibility of reaching the customer again. In this case, the traffic cannot be converted into the company's own traffic.

So, in the Internet age, can we turn our previously invisible and intangible customers into users who are visible and can be digitized and profiled? The answer is yes.

Therefore, I believe that the user mindset in the mobile era should first be fans, then users, and then customers .

You don't have to force him to buy when he comes today. He can follow you, download you, or become your free user first. The main thing is to keep him with you. Only after he stays with you will you have the opportunity to convert and encourage this user to repurchase through effective communication and multiple contacts. At the same time, make multi-dimensional data labels and accurate portraits of this user, and then form your own traffic pool.

This is the user thinking in the mobile era. It is very important to make a product in the Internet era.

So how do traditional companies retain customers?

Case 1: Gujia Sofa

In principle, a sofa is not a high-frequency item. After you buy it, there is no need to communicate with you about it, so it is difficult to keep it.

But Gujia Sofa has invented an interesting way to play: washing the sofa. First of all, users must follow Gujia Sofa’s service account, register as a member, and then they may be eligible for sofa washing.

In this way, the sofa washing function has some value to customers because sofas need to be repaired, maintained and cleaned.

In this way, the customer is successfully retained on Gujia Sofa’s WeChat service account. This makes it possible for the customer to repurchase for the second, third, or fourth time.

Case 2: Anxin Internet Insurance

Previously, Anxin Internet Insurance would send a text message to users no matter which channel it sold insurance through, which would say, "Please log in to the Anxin Insurance official website, or follow the Anxin Insurance official account to check your insurance policy."

However, on mobile devices, people are less and less used to opening browsers to log in to official websites. It is better to abandon the official website and directly guide people to follow the official account and check the insurance policy on WeChat. This will be more lightweight and provide a smoother user experience.

For example, right after a user buys insurance, he or she will receive a reminder text message: Please follow Anxin Internet’s official WeChat account immediately to find your personal insurance policy and protect your personal rights and interests.

It’s just such a simple subtraction, and all users are basically gathered on the service account. Today, the number of service account users has increased from tens of thousands to hundreds of thousands, and it can sell more than 1 million insurance premiums each month, which is much greater than the previous revenue of the official account.

Although the number of fans is not large, those who have already bought insurance can purchase it again. They can buy it for their family members or purchase other types of insurance for themselves. At the same time, existing fans can also split.

1. Stock with incremental, high frequency with high frequency

It is easy to understand that existing stock can bring incremental growth. As long as you have seed users, you can bring incremental growth. For example, if you have 1 million users, you can bring in an incremental 100,000. High frequency and high frequency must be distinguished. The use of high frequency does not bring high frequency sharing, but high frequency interaction can.

Next, let me tell you a lesson about fission:

There was a farmer who worked for a landlord, and the landlord said, "I will give you one stone of rice every month." The farmer said, "I have a bold idea. Give me one grain of rice on the first day, two grains on the second day, four grains on the third day, eight grains on the fourth day... and double the amount every day thereafter."

The landlord thought the farmer was stupid for wanting so little, so he agreed. Later, the farmer persisted for 7 days and finally starved to death.

Why are you starving to death? Because he has no inventory. If the farmer already has a bag of rice, the landlord may really go bankrupt after a month.

Therefore, inventory is very important, and it is difficult to fission without inventory . You need a group of seed users before you can have a second fission behavior.

So where does the inventory come from? The inventory may come from your early advertising, it may also come from your first batch of invited users, or promotional activities.

For a business, perhaps the happiest thing is high frequency and low price. Products with high frequency and low price are definitely easier to split and share today; high frequency and high price is also okay, such as fitness. The worst situation is low frequency and low price, which is impossible to do because you can’t even provide the benefits of fission.

Therefore, the first thing you need to solve in your entire product design is the frequency issue . How to increase the frequency? Can you transform some of your products, or even improve their commercial design, to create a traffic-generating hook? In principle, high-frequency, low-priced products are easy to use as traffic generators.

Case 1: China Auto Rental’s time-sharing service

China Auto Rental has a very low frequency of use. Most people may only rent once or twice a year, and one or two times is simply not enough to carry the social traffic of users in the Internet era. So what should we do?

China Auto Rental has launched a time-sharing sharing business, which allows users to rent cars by the hour. Compared with the original daily rental, time-sharing car rental is cheaper.

In this way, if you spend money to rent a car for two hours, there is a possibility of fission behavior after the two hours, because after you share it with new friends, your first hour can be free.

The time-sharing business does not actually bring in much GMV (usually referred to as the website transaction amount, which is an indicator of enterprise transaction on the e-commerce platform), but it can bring 20% ​​of users directly into long-term rentals, which means that it is a truly profitable product by grabbing traffic.

Case 2: Microinsurance uses reports and free insurance to increase the credit limit

First, free insurance is given regularly to attract user participation , and the purchase rate is increased through insurance coverage upgrades or other insurance discounts. It could be using lightweight insurance, such as short-term health insurance, which can be purchased on WeChat for a few hundred dollars.

Secondly, high-frequency interactions can reduce the rate of unfollowing.

First, it will push a monthly insurance report to you every month, making you feel that Weibao is always there to protect you, and thus you will develop a certain brand favorability or emotional dependence on it.

Second, Weishou will push genuine insurance to you based on the scenario. The cost of this genuine insurance is very low, but it may bring high-frequency interactions and more cross-marketing.

Third, open up the Air Travel API to push free insurance in real time, increasing the possibility of cross-marketing and fission.

1. DMP+PBL, user operation and mining

① DMP

Simply put, DMP is a management and application platform for user data labeling. Today, Internet companies, including many traditional companies, can basically label users and refine user portraits. This is definitely a trend.

This platform may not only be used by the marketing department, but also by the operations department, back-end central control, and supply chain management department.

There was a very reasonable saying on the Internet a few days ago: "The more powerful the middle platform is, the more flexible the front end can be." A data management platform can be at the bottom layer or at the middle layer, and it supports the front-end operations and marketing of your entire enterprise.

So what is the marketing value of DMP?

I think there are two core points: first , improve user operation efficiency, whether it is the retention of old users, the repurchase of old users, or the conversion of new users, all of which can improve your user operation efficiency; second , automated precision marketing.

In terms of data, DMP has roughly three modules. The one on the left is its data source. Most of the valuable data is first-party data, that is, the purchasing and consumption behavior of users on the APP or H5, which is the most valuable.

Second-party data refers to advertising data from general media. After entering your data pool in the middle part, we generally standardize the data: data cleaning, data labeling, and data modeling.

There are two types of labeling. One is basic labeling, which is your user's basic behavioral characteristics and identity label. One is the label group. For example, whether a customer is valuable or not can be cross-checked through multiple groups of labels. This is the function of labels.

On the right side is the usage of your DMP, which is divided into two parts: external and internal. External use is the placement of advertisements to obtain traffic. Through data tags and targeted delivery, new users can be acquired accurately and at low cost.

Internally, it is internal operation + exploration. We conduct targeted marketing by providing marketing promotions to each individual, completing operations such as user sedimentation, frequency increase, and awakening. Through intelligent and digital means such as fission and push, we can bring in new users by leveraging old ones to acquire new users at low cost.

Case: A fast-moving consumer goods brand

How does it use DMP? It is divided into three steps: intelligent marketing, precise delivery, and tailor-made solutions for each individual.

In terms of intelligent marketing, marketing activities are automatically triggered periodically, and design projects include issuing coupons, text messages, APP push, WeChat messages, etc.

In terms of targeted delivery, we will accurately expand the target population, improve the conversion rate of new customers, reduce the cost of attracting new customers, increase user activity, and reduce user churn.

Automatically trigger marketing for each individual. From registration to consumption, customers are divided into four levels of user attributes. Marketing plans with different purposes are associated with users at different stages. Personalized marketing plans are implemented based on user behavior tags, with more targeted timing and marketing materials. High-frequency testing is performed to automatically select the best activity plan.

When it comes to the stage of tailor-made services for each individual, you may need to modify the entire interface and design the entire user experience. This is a typical DMP. This is no longer just a marketing issue, it may also be about the entire business model or the entire chain user experience.

WeChat message templates for different people:

For example, template messages. Once you connect your mobile phone number and WeChat account, you can create a one ID to push many commercial services.

Recently, Luckin has an event called "Millionaire". If you can consume seven items per week, you may be able to share a bonus pool of 5 million cash on weekends, and you can get dozens of dollars in each issue.

So in this activity, we need to tailor the services to each user. For example, if you are going to place an order on Monday, you could give out a mysterious 50% off temporary coupon, "only one, valid for 24 hours"; then on Friday or Saturday, the WeChat page template message would remind you that "you have purchased 6 items this week, and you only need one more. Share 5 million cash on Sunday."

This is based on the different status of different people at each stage, and different messages are sent to them according to the time of the user from Monday to Friday to trigger them, so as to greatly improve your user conversion.

What does a substantial increase mean? For example, after we finished the test, we found that when we reached the third week of this activity, the number of four, five or six items was basically empty, the number of users was getting smaller and smaller, and the vast majority of users became secondary differentiation, either more than seven items or less than four items.

Because in this middle segment, my template message is very accurate, and users are willing to receive coupons and consume, thereby completing the conversion.

② PBL（Points Badges Leaderboards）

PBL is a set of theories of gamification thinking that I used to talk about often, including three techniques: points, medals, and rankings, all of which are relatively important. But in practice, you can choose the technique that works best for you.

Points:

I think points are more important for high-frequency apps or high-frequency enterprises. Credit cards and airlines are probably the best at points in China, giving points for swiping cards and exchanging miles for points, in order to increase user usage time and improve stickiness.

medal:

It is actually a collection of points, a visual achievement. Medals are frequently used throughout the Internet industry, such as Shenzhou’s “Celebrity Car” medal prompt, which shows off and shares, which is equivalent to a free advertising exposure, and the Keep sports medal, which increases users’ online time. This is the value of the medal.

Ranking:

Rankings are actually a way to stimulate users to share and stimulate their desire to repurchase. They are particularly suitable for competitive promotions or value-based showing off. One is WeChat Sports, and the other is the “Millionaire Celebrity” that we recently launched.

For the "Millionaires" competition, we have an attraction where the first 5,000 people can directly receive a 200 yuan red packet. In the first week, you only need to buy 18 items, and in the second week it will become 32 items. Because everyone can see their ranking, this game-like competition can make users participate more actively.

V. Conclusion

1. All products must be fissionable

This is something I have mentioned repeatedly. Because in this era, it is both fortunate and unfortunate. Unfortunately, the top traffic is very concentrated and the traffic is becoming more and more expensive. Fortunately, the largest traffic is the free social traffic pool.

Therefore, you must find the sexiest and most social possibility for your product and find its potential for fission.

1. All creativity should be shareable

It is best if the creative idea includes the user’s ID, QR code, and a link that the user can identify. All creativity should not be just for your own enjoyment, but more for sharing with others. Even if it is a little low-brow, even if it is a little original, it doesn’t matter. As long as it can be spread, it is good.

1. All effects must be traced back to their source

Many of your effects need to be digitized and visualized, and you need to use data to operate your entire traffic. Then, even in an era when traffic dividends are scarce, you may still be able to come up with data dividends.

Only after monitoring and seeing your data through DMP, companies will dare to invest and know which ones are reliable and which ones are not, and finally make your traffic strategy more organized.

I have actually been working in marketing for 20 years, from Daniel Wu to Su Daqiang, so today I sincerely hope that all entrepreneurs here will not be troubled by traffic or marketing.

If you have your own traffic pool and manage your users well; if your product is good, has a strong reputation, and is a hit, then your business model will have a higher chance of success.

Source: Noteman