Get the most out of these 3 types of users and solve your promotion problems!

The categories of operations include data operation , user operation , event operation , new media operation , and some miscellaneous categories. Among them, user operation not only requires us to understand the methods and strategies to maintain users, but more importantly, we must have our own understanding of users, know how to coordinate the relationship between different types of users, and what kind of stimulation to use to achieve our goals.

I divide users into three types: tryers, evangelists, and adopters . This article will explain how to deal with these three types of users and solve the problem of difficult promotion by analyzing the attributes and interrelationships of these three types of users.

This article explains from the following aspects:

1. Definition of three types of users

2. The value of three types of users

3. Product Promotion Strategy

4. Matters Needing Attention in Promotion

1. Definition of three types of users

Experimenters: Users who like to try new things. This type of user is always at the forefront of trends. Some new and interesting things are often discovered by this type of user first. When the public goes to play, this type of user will either sneer: Humph, I have played it a long time ago; or become evangelists and tell everyone how to play it. For example, the earliest batch of users who played knowledge quizzes were experimenters.

Disseminators: Users who like to share new things. This type of user is often positive, optimistic, and very active in life. Happy to share fun and interesting things. There are two types of communicators: active communicator and passive communicator, which is sharing for the sake of benefit. For example, users who recommend knowledge quizzes to their friends and family in order to get resurrection cards belong to the second category.

Recipient: The end user of the product. This type of user will only enter the market when they see many people using a product. I classify this type of user as the latecomer type. Unless they see many people using it, they will not easily try it. For example, the "leeks" in the stock market, when they see many people entering the market, they decide to make some money, but they never expect to be deeply trapped.

2. The value of three types of users

The value of experimentation

Those who try make life better. Since trial users account for a small proportion of the entire user base, trial users also play the role of testers after new products are launched on the market. If the product passes the test, it can be launched on the market for more users to use. If the product fails the test, it will either be re-launched or the project will be aborted. Because of the existence of people who have tried the products, the products we see in our daily lives are basically verified and recognized by people, so some bad experiences are avoided.

When Google Glass was released in 2014, the price was close to 10,000 RMB. As it was a new product, few people would buy it and use it, except for those who tried it in real life. Their enthusiasm for new things was greater than that of ordinary people. They spent a high price to buy Google Glass and found various problems during use, such as dizziness, inflexible operation, and safety hazards. Although Google optimized several versions, it was limited by technical bottlenecks and the problems reported by users were never solved. Finally, it had to close the project.

For developers, trial users are a form of free labor. Of course, from the perspective of trial users, they get the opportunity to experience the product before their users , and developers get valuable opinions from these users. During the beta test of a game , such as the mobile version of PUBG, a limited number of users are allowed to participate in the beta test. These users are carefully selected. First, they are heavy game players. Secondly, they are willing to participate and will report bugs in the product. Based on the feedback and suggestions from the trial players, the developers will continuously optimize the product and eventually polish it into a product that can be put on the market. The trial players’ mission is then over.

Before I was making a cleaning tool , I gathered a group of mobile phone users in the forum . They were very knowledgeable about mobile phone software and were enthusiastic about new products. We made a DEMO and posted it to the group. Although the functions were simple and the experience was not very good, these people still gave us a lot of valuable feedback. In return, we would let them use our latest version first before it was put on the shelves, which was called the internal priority version. I also applied this gameplay to the knowledge planet in the "Tiger Talks about Operations" public account , and optimized the operation of the planet through feedback from those who tried it.

The value of a communicator

Communicators can make good products known to others quickly. Communicators are born to share good things. When they have an extraordinarily delicious meal or discover some favorable promotion, they will actively spread the news to their friends. Disseminators account for a larger proportion of users than trialists, and some disseminators themselves are also trialists. Because of the existence of disseminators, most users can save themselves the trouble of screening products. So when we see users all over the street wearing clothes of the same brand, we don’t need to be too surprised.

Gourmets are typical communicators. They walk the streets looking for delicious food and have tens of thousands or even hundreds of thousands of fans. When gourmets discover an inconspicuous shop that makes mouth-watering food, they post their reviews online, and many users will come to the shop. I've seen someone recommend a certain milk tea shop before, and I went there specifically to buy a cup. The taste, well, you know.

For developers, if they capture the disseminators, they capture the users. What makes communicators spread the word actively must be that the product itself is of high quality and has touched the communicators. If it doesn’t touch them, how can the communicators be encouraged to spread the word? Give money! What if they won’t spread the word even if you pay them? Then give more money! So when we see big Vs on Weibo pushing advertisements, they are basically driven by profit. For example, if they push an advertisement for facial masks, do you think this big V has used it himself?

The value of the recipient

The recipients are the users that the product really wants to acquire. The proportion of recipients to all users is estimated to be over 90%. The revenue contributed by the previous trial users and disseminators combined to the company is estimated to be less than a fraction. The recipients are the users who truly support the company.

Taking games as an example, the product is optimized through the suggestions of those who have tried it; more users are made aware of it through the dissemination of communicators; these users are the recipients, who download and use the fully functional product and pay for it. When the company makes a profit, it will start researching and developing the next product, and the cycle will repeat over and over again.

The relationship between the three types of users

According to the timeline of exposure to the product, trial users are the first to get involved, followed by disseminators, and finally recipients. The same user plays different roles in different industries. For example, a gaming expert is a tryer in the gaming field, but may play the role of a recipient in other fields. Just like what I mentioned above, when I went to buy milk tea, I played the role of a recipient, although I was a tryer in the gaming industry.

3. Product Promotion Strategy

I have worked in different companies and promoted many products. I found that many companies have no idea about the promotion strategy and have no method. Not only do they waste a lot of promotion fees, but also precious time. The product promotion strategy is very simple: products with a score of 90 or above + appropriate channels + introduction and maintenance of target users . If you do these three things well, product promotion will be no problem.

The above three parts correspond to the three types of users mentioned above. Creating a product with a score of more than 90 requires tryers, suitable channels require communicators, and the introduction and maintenance of target users refers to recipients.

Create products with a score of more than 90

Product is king, and this becomes increasingly true as consumption upgrades. Decades ago, people consumed things based on their functionality, such as bread, which was just enough to fill their stomachs. Today’s bread must not only taste good, but also have added value and satisfy spiritual needs. If we have to give a score, edible bread would get 60 points, edible and delicious bread would get 80 points, and edible, delicious and meaningful bread would get 90 points. As a consumer, which one would you choose?

Don’t rush into the market unless the product scores above 90 points. Otherwise, the higher you push it, the worse it will fail, like Mission X. To create a 90-point product, you need to be patient and get along well with those who try it. Being a sponsor of Xiaomi's 100 dreams is such a process. When we operate in the product testing phase, we need to collect feedback from those who try it in a timely manner and optimize the product. Some companies have lost connection with users, which is extremely fatal. Users can’t find developers, and developers can’t collect user suggestions. Unless you are Steve Jobs , you should first improve the user feedback mechanism.

The right channel

Is everything fine as long as we have a good product? No. This is an era where even good wine needs to be hidden if it is not well known. I have seen many examples of excellent products failing without making any money. When you have a product that scores 90 points, it becomes very important to find the right channel, that is, the communicator. To put it simply, it means spending the limited promotion budget to bring the greatest value.

There is a term for communicators now called KOL . If you want to promote a game, you can look for game experts and well-known review media, like the recently popular Travel Frog. The sharing of big Vs also played a role in promoting the game, and this is really free promotion. No matter we are making APP, facial mask or shoes, we just need to find the corresponding KOL, negotiate the price, provide high- conversion copywriting , select the promotion time according to the promotion rhythm, and that’s it.

Once the disseminators are found and the content is promoted, whether it can become a national event depends on the level of operation. In order to take advantage of the situation, some companies created some unscrupulous marketing content, such as sharing girlfriends, and ended up being invited to have tea. It is not recommended to use them. I prefer the annual bills of NetEase Cloud Music , Alipay , or even Zha Zha Hui.

Introduction and maintenance of target users

After the product becomes popular, with the influx of a large number of users, it is also time for the product to sit back and count its money. At this stage, if it is a physical product, ensure the supply of the product, such as delivery and product quality, except for hunger marketing. If it is a virtual product, the stability of the server must be ensured. We have a product that we are not willing to promote widely because we are afraid that our servers will not be able to handle the influx of too many users. When this stage begins, the promotion of a product is basically over, and the recipients can subsequently live a happy life relying on their consumption. If you continue to develop new products, you can just go through the above process again.

4. Matters Needing Attention in Promotion

Deal with negative feedback promptly

Any product, no matter how perfect it is, will have negative feedback, including real poor user experience and malicious slander from competitors. When promoting, operators should pay attention to the feedback from recipients. Trials and dissemination can basically speak in accordance with the company's requirements. After the recipients enter and find that it is not as good as described, there will be negative feedback, such as bad reviews . There was an internet celebrity store that attracted a lot of traffic through hype. However, the product quality could not keep up and negative reviews flooded in. It went out of business within a few days.

Finding the right user point can achieve twice the result with half the effort

A lot of the content that communicators disseminate is given by the company. If the content is bland and unremarkable, promoting it is like throwing a stone into a lake, which fails to cause any ripples. If the content can touch people's hearts, the conversion rate of the recipients will be greatly improved. The H5 app created by Youdao Dictionary previously went viral and attracted many people who had no need to learn foreign languages ​​to download it, which also touched people's hearts.

There are many things to pay attention to in promotion, such as grasping the promotion rhythm, selecting target users, solving emergencies, data analysis , etc. Operations need to treat them with a meticulous attitude. If one link is not done well, it may affect the entire market.

In summary:

Through the analysis of three types of users, the content of product promotion is explained. If you can master these three types of users and combine products with users, you can easily create hot products. Have you learned it?

The author of this article @老虎 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century