How to accurately classify users and reduce promotion costs?

In marketing promotion , if target users are simply classified according to age, region, income, etc., this is often not the most accurate and effective classification marketing method. It may be possible to classify and manage target users according to their "needs awareness stage" and then solve marketing problems for different types of users in a targeted manner.

When doing marketing promotion or researching user types, many people like to classify users by age, gender, region or consumer psychological characteristics. For example, some people who run gyms like to classify their target users (those who have not paid) into age groups such as young, middle-aged, and elderly when conducting marketing promotions, or they also classify them according to their income levels, etc.

Many people highly recommend this classification method because it is easy to operate. However, such user classification management is not conducive to precise marketing and may also waste a lot of unnecessary marketing and promotion costs.

Because even among user groups of the same age or with similar income, there are still huge differences. For example, female users who are both 20 years old and have the same income have different levels of willingness to apply for a yoga gym membership - some may be considering whether to exercise, while others may be considering which gym to go to.

However, if you use the same marketing method to treat a group of users who you think are in the same category, the marketing will not be accurate and effective, resulting in unnecessary waste of marketing costs. It can be seen that the above classification method for marketing and promotion is not accurate and effective enough.

Is there any better way to categorize it?

Here, Mr. Monster shares a more accurate and effective user classification method - classifying target users according to the cognitive stage of user needs .

The cognitive stage of demand : It means that most users have their own cognitive stage for a certain demand or product. Different cognitive stages will solve different demands.

For example, if a female user finds that her skin has deteriorated, her level of demand awareness is at the stage of "why has my skin deteriorated?" If you start by telling her how good your facial masks are, she will most likely feel disgusted - because her real demand awareness has not yet reached the stage of "which product to use."

Therefore, depending on the different stages of target user demand awareness, the marketing problems that need to be solved are also different. Target users can be divided into five user types:

1. Confused users
2. Problem users
3. Searching users
4. Evaluating users
5. Decision-making users

Next, let’s take a look at what marketing problems should be solved for target users at different cognitive stages to make marketing promotion more accurate and effective.

1. Confused users

The stage of demand recognition for this type of target users is that they don’t know what their problem is. For example, you may find that users often have a poor appetite and don’t know why.

For this type of target users, the specific marketing method you need to use should be to help users explain the causes and solutions of the phenomenon, and then carry out the next step of product promotion to users. Because when users get the cause of their problem, they will think, "Is there any way to solve my problem?"

For example, if a user finds that he has a poor appetite, the marketer should analyze the reasons for this type of user in the advertising copy or other marketing methods - poor appetite may be due to gastrointestinal reasons or some other reasons; then, propose solutions and tell the user what to do if the stomach is not good - for example, see a doctor or take medicine, etc.

The next step is to market and promote your product to this type of user - for example, tell the user why your product can better solve his problem, why your product is the best choice for the user, etc. (display of product selling points).

Therefore, when facing this type of target users, marketers cannot introduce the product right away, but should first solve the cause of the problem and provide corresponding solutions, and then consider introducing the product selling points.

It has been verified that the purchase conversion rate of this type of users is relatively low, because from problem identification to the user's final decision to purchase, there are more than one problem to be solved and more than one competitor of similar products to be encountered in the process.

2. Problem users

The target users in this category are at the stage of demand recognition: they know their problems but are looking for solutions. For example, you already know that many of your physical symptoms are due to obesity and you need to lose weight, but you don’t know how.

The first marketing problem that marketers need to solve for this type of user is to come up with solutions and products . For example, when advertising to users who want to lose weight, tell the user that the best solution for the user to lose weight is to find a fitness trainer; then tell the user what the biggest selling point of your gym is and why the trainers in your gym are very suitable for the user.

Therefore, for problem-oriented users, the marketing problem that needs to be solved is to state the solution and product, rather than telling the user what the cause of the problem is.

3. Searching users

Users who have reached this stage of demand awareness have entered the stage of starting to lock in on products, and the conversion rate for purchasing products is relatively high.

This type of target user is in the stage of demand awareness : they know their problems and answers, but don’t know what product they should use, and are in the process of searching for products . For example, you know that your skin often produces too much oil and you need to use skin care products, but you don’t know what brand of skin care products to use.

For this type of user, the marketing problem that marketers need to solve should be to explain your product and its unique selling points. That is, why does the target user choose this product? For example, for skin care products, well-known brands include Estee Lauder and Chanel. Why do users choose your brand products? For example, your skin care products are very effective for oily skin and are authentic, and are more affordable than other brands of skin care products.

The same is true for the gym example mentioned earlier. Some target users have already solved the problem (for example, they plan to choose a personal trainer at the gym to help them lose weight). At this time, there is no need to emphasize the method. Instead, you should tell the user why your gym is suitable for him - for example, are the personal trainers in your gym the most professional among all the gyms in the area, or are there other selling points?

Therefore , when facing search-type users who know their own problems and answers but do not know what products they should use and are in the process of searching for products, the marketing issues that should be focused on are why your product is most suitable for this type of user and what are the product's unique selling points.

4. Evaluative Users

Users at this stage of demand awareness have already locked on to the product. If grasped well, the conversion rate of purchasing products will be higher than that of the third type of search users.

The demand recognition stage of this type of target users is that they know which brand of products they should buy, but they don’t know whether the brand’s products are trustworthy and are hesitant in evaluating the brand’s products. For example, I know that I should buy a Xiaomi phone, but I don’t know whether it is worth buying, and some of my concerns about the brand have not been resolved. Maybe they are worried about quality service, after-sales maintenance and other concerns and trust issues.

When facing evaluative users, what needs to be resolved is concerns such as brand trust. Marketing methods that can be used, such as trust endorsement (celebrity recommendations, national certification, high sales...) or recognized facts, can dispel users' concerns and encourage them to place orders.

For example, let’s take the gym example above. If a user plans to come to your gym for weight loss and fitness, but is still hesitating - he doesn’t know whether to believe your statement that “the coaches are the most professional in the area”. What if it’s a lie? This is the biggest concern of the target users at this stage, and we need to solve these concerns first, rather than desperately trying to get them to pay.

Therefore, for "evaluation-type" users, the marketing issues that need to be addressed are concerns such as brand trust.

5. Decision-making users

Decision-making users are the type of users closest to purchase conversion and need to be cherished and grasped!

The demand recognition stage of this type of target users is: they know which brand they should buy, and they know they have to buy it now, but they just lack the motivation . For example, I want to buy a Xiaomi 6 mobile phone, but I am not in a hurry, so I am looking for information such as what discounts I can get if I buy it now.

For this type of users, the marketing problem that needs to be solved is to provide users with preferential treatment and incentives . For example, if you buy two now, you can get one free or a half-off discount, and the discount is limited in time or has a sales volume, etc. to encourage users to place an order immediately, thereby preventing the loss of orders or customers (after all, it is not easy to get users to this stage, so you have to grasp it well!).

For example, last time I bought a pair of headphones on Taobao and was ready to submit the order, but I didn’t continue with the order because there was not enough money in my Alipay account . A few days later, I received a text message from the store saying that there was a promotion going on for the next two days and that I could get a 5 yuan discount if I placed an order immediately. I immediately remembered it, opened Taobao and placed an order.

A simple promotion by the store helped to regain the hard-earned orders . It can be seen that when facing a "decision-making user" who is about to buy, the marketing problem that needs to be solved is how to make the user place an order immediately to prevent the loss of the order.

Summarize

In marketing promotion, if target users are simply classified according to age, region, income, etc., this is often not the most accurate and effective classification marketing method. It may be possible to classify and manage target users according to their "needs awareness stage" and then solve marketing problems for different types of users in a targeted manner.

good! Finally, a picture is used to summarize these five user types and the corresponding marketing problems that need to be solved:

illustrate:

1. The user classification method shared in this article is not applicable to all brands and merchants. It needs to be analyzed and used based on the specific situation.

2. Of course, some brands are currently using this method, but the proportion of such use is very small. Especially now with big data marketing, technological advances will make marketing more accurate

The author of this article is @怪兽先森 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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