0-cost communication strategy: 6 tips to help you create a hit product

When we do growth, we tend to focus on one thing, which is user growth, but this is based on the most core products or the products that we most want users to pay for.

More often than not, what we should pay more attention to but tend not to see is how to grow the products that help you achieve overall user growth .

For example, the most important growth in the education and training industry is the growth of long-term classes, which we call enrollment.

This requires products for recruiting students, that is, " traffic + conversion " products such as short-term classes, lectures, and micro-classes. However, the growth of these products is easily overlooked. Many people simply open a course, write soft articles, and find a channel to launch them.

This is definitely not a good approach, as it will result in slow user growth and excessive waste of traffic.

So how do we solve this problem? The book "Hotspots" provides some ideas, and the author combines his own experience with the content of the book to provide 6 feasible methods.

1. Let users share

The first method is to let users actively spread the product, that is, share. The first prerequisite for sharing is that the product has a sharing gene, that is, it can stimulate users' desire to share.

However, generally speaking, people are reluctant to share, even if the product is very good.

Is that really true? There are two data to prove this: only 1 out of every 31 tweets is retweeted, and the Facebook sharing rate is only 0.5%.

It can be seen that everyone is very stingy, so how can we stimulate users' desire to share? Just have these five characteristics.

(1) Practicality , because people are most willing to spread valuable and thoughtful content to others.

(2) To show off oneself , because 70% of people believe that sharing is to allow others to better understand them and know the things they care about.

(3) Strengthen and cultivate relationships . 80% of people share in order to stay in touch with certain people.

(4) Achieving self-fulfillment , in other words, getting likes and comments from others.

(5) Participating in public topics , that is, gaining a sense of presence by proving that one is concerned about society and current affairs.

These five characteristics actually reflect two needs of users: social interaction and showing off . As long as these two needs are grasped, active dissemination will not be a problem.

As for how to do it, there are three points to consider:

(1) Increase topics for discussion , that is, make the text or subject more topical or interesting, and increase its spread.

(2) Competition mechanism : Add mechanisms such as sharing rankings and set up corresponding reward measures to encourage user dissemination.

(3) Create exclusive rights and stipulate how many people must share in order to obtain certain rights to the product, such as full discounts, bonuses, etc.

Case: Fission, as a popular means of sharing, uses the above three points. For example, the recent audio course of circle outside classmates has set a threshold of "sharing with many people to listen to the course", and highlights the feature of "showing off oneself" in the copy, that is, to let others know that you are working hard to achieve results in the workplace.

2. Build a hardcore community

Communication is not only about making users more willing to share, but also about finding a group of users who are more willing to share. In other words, it is to cultivate core users, and the group formed by them is the hardcore community.

In the hardcore community, every core user will actively spread and introduce your product. This is because they are the core users of your product and trust and love your product.

So, how powerful are these core users?

A report from the United States shows that when a brand is spread through social media , more than 30% of users will increase their purchases of this brand and will play the role of communicators.

How is the communication effect? In an event, brands with more supporters will have 264% more media effect than brands with fewer supporters.

It can be seen that hardcore communities are a very important driving force in the early stages of product growth. So, how do we find these core users and build hardcore communities?

First of all, you must establish enough trust with users . This is the most fundamental and underlying logic. Of course, there can be routines, but you must be more sincere.

Secondly , formulate a user upgrade strategy, which is to classify users into categories , in order: traffic users, ordinary users, moderate users, and core users.

Finally , three operational strategies are used to encourage users to upgrade:

(1) Increase promotional methods and efforts to let traffic users know about your product. If they register or pay, they will become ordinary users.

(2) Encourage ordinary users to increase their frequency of consumption or dissemination through high-quality services, such as adding free welfare content (information, videos, etc.) and allowing ordinary users to forward posters to obtain them.

(3) By building psychological identification with moderate users, that is, sharing common values, such as "learning together", and at the same time giving users some expectations, thereby increasing their identification with the product and brand.

Case: In terms of user operation strategy, the Operation Research Society has always done a good job. It screens users before they enter the community through review and payment, ensuring activity and loyalty.

3. Find opinion leaders

Core users are important, but not enough. We also need the help of people with greater influence to achieve rapid growth.

So what should we do? There is a very effective and efficient way to achieve this - "credit lending".

What is credit lending? Just find some people who make users trust you more than you do, and use their influence to increase users' trust in you.

That is to find a celebrity or big V to stand up and endorse (the cryptocurrency circle is well aware of this routine). There are 4 specific steps for reference :

(1) Make a list of opinion leaders who are relevant to the target users of your product.

(2) Provide value to opinion leaders and build good relationships, such as quoting or forwarding their words during promotion.

(3) Find ways to establish mutually beneficial cooperation with opinion leaders.

(4) Based on the previous step, extend a genuine invitation to opinion leaders and establish in-depth cooperation.

If the above 4 steps can be done well, opinion leaders will basically agree to cooperate and help you stand or promote .

Case: In the blockchain industry, especially in the cryptocurrency circle, it is common for big Vs to support each other. Because of the endorsement of big Vs, related activities or courses become very easy to spread, such as the famous three o'clock blockchain group.

4. Create a super IP

In addition to looking for opinion leaders, you can also create your own IP.

To create an IP, three core elements must be present: authenticity, connection, and label.

The so-called authenticity is to create a long-term personality, that is, to show users a real and approachable person.

The so-called connection means constant interaction with users and providing them with real value.

The so-called label is to let users have a clear understanding of it, and the number of cognitive labels cannot exceed three, cannot be complicated, and they must be constantly strengthened.

Knowing these three elements, you need to build your IP through execution. This process has 7 steps.

(1) Find an area in which you are unique and skilled.

(2) Maintain a consistent personality over the long term.

(3) Strive to become the leader in this field.

(4) Strive to establish connections with other well-known people in the field.

(5) Invest sincerely in users, continuously provide them with value that exceeds their expectations, and pay attention to the observation of traffic users.

(6) Work harder to produce valuable content.

(7) Create emotional stickiness.

If you do the above well, you can basically pass the test, and the rest depends on your talent.

5. Multi-channel publicity

In addition to encouraging users to actively share, there are many other ways to increase product exposure, and the most important one is multi-channel promotion . There are two main ways of promotion: free promotion and paid promotion .

Free promotion means multi-platform distribution. The reason for distribution is very simple, which is to increase exposure, but there is also a deeper reason, which is to increase trust, because third parties are more credible and will increase fans' recognition of you.

There are five steps in the distribution operation: locate the target audience; find attractive topics; find the platform where the audience is located; create specific content for specific channels; and expand new channels.

The more effective distribution channels now include: Tik Tok , Zhihu, Himalaya , Jianshu , Douban , etc. , as well as forums in various sub-industries.

Paid promotion, or advertising, is a relatively low-cost way of communication, and it can also provide analytical results, which is beneficial for further optimization of communication.

As for advertising channels, there are mainly the following: Tencent social advertising, Toutiao information flow , Baidu bidding ranking , Sina Fans Channel , iQiyi and other video websites.

These channels have different billing methods and different audiences, so you must consider carefully when placing ads and not be blind, otherwise it will affect the effect.

6. Use social proof

If you want your product to have a greater impact, you must be good at using social proof, that is, improving your credibility. Here are nine methods.

(1) Promote your product by having it reported by authoritative media or introduced by well-known self-media .

(2) Credit lending: Find celebrities or opinion leaders to stand up for you and endorse you.

(3) Highlight the recommendations of celebrities or opinion leaders and make them appear in all places where they may be seen.

(4) Publicize the authoritative honors obtained by the brand or the excellent resume of the lecturer, etc.

(5) Make every effort to mobilize your own channels and encourage them to forward and comment on your product, especially in the early stages.

(6) Prepare your username and create user comments, especially the first one , which determines the direction of the entire comment area.

(7) Announce the number of users, especially in the welcome message, such as "Welcome, you are number XXXXXX."

(8) Collect positive reviews from the comment section or take screenshots of WeChat group reviews, and display them on the landing page .

(9) Publicize the high-end clients you have served or the well-known companies you have cooperated with, and display them in a prominent location.

Case: Many paid knowledge products like to use social recognition techniques. For example, in the following picture, a course of Lele Classroom has "227,000 group purchases". The real-time scrolling of successful group purchase users and displayed user reviews have created a herd effect, allowing users to place orders quickly.

Conclusion

As someone working in growth, communication is a very important part, even the most important and core part, and must be taken seriously.

The book "Hotspot" basically explains the routine of product promotion very clearly, and the rest depends on how to do it.

Maybe, by following these methods, you can really create your own hit product , what do you think?

Source: Dugushang