How to attract new customers through productization? Use old users to attract new users!

What exactly is product-based new customer acquisition? What should be done? This year, we have been stumbling, iterating repeatedly, trying various things, and inevitably discussing and exchanging ideas with colleagues. A few days ago, a colleague asked me what I thought was the core of product-based new customer acquisition. After talking to her, I needed to sort things out.

1. Product-based new customer acquisition definition and mechanism

The purpose of product-based new customer acquisition is to increase the number of new customers, and the core is user growth . However, the means is productization, which is different from market-based new customer acquisition.

Market-oriented new customer acquisition can be understood as achieving new customer growth through market launch at a certain cost. Similarly, product-oriented new customer acquisition means achieving new customer growth on a continuous and large scale at a certain cost through productization . The cost here is much lower than the cost of attracting new customers through market-based methods.

Product-based new user acquisition can be understood as: through the productization mechanism, guiding users to attract new users to the platform at a cost far lower than market-based new user acquisition, thereby achieving continuous and large-scale growth in users. Product-based new customer acquisition can actually be called " social-based new customer acquisition" in terms of implementation method, because the goal is to leverage users to bring new customers to the platform. In more common terms, it should be " old users bring new users ", allowing old users to help the platform attract new users.

People are in communities, and there are connections between people in the community. WeChat , in particular, connects people with each other. Xiao A is an old user. She has many friends and relatives around her who have similar characteristics and are also our potential users. We hope to use the product mechanism to allow user Xiao A to develop all her friends and relatives around her into users of the platform. In the process of attracting new customers, an important means is " sharing ".

2. Types of new customers and gameplay mechanisms

User growth can be divided into the following types according to the types of new customers.

Different gameplay can be designed for different types of new customers. But the core of the mechanism still lies in the shared link.

Before sharing:

The question to be answered before sharing is: Why does the user want to share?

You need to leverage the motivation of old customers. The first is to recognize the product and sincerely recommend it to their friends. This is word-of-mouth marketing . The product and operation don't have to do anything, and users will spontaneously help you bring in new customers. Although there is an effect, it cannot be sustained or scaled up. Because there are relatively few such users, most users remain at the stage of "I think you are good, but I don't think of recommending you to my friends." Designing products to attract new customers is to leverage the remaining group of people.

Therefore, for many platforms, the motivation to attract old customers is all about profit. When it comes to interests, there are two types of people, with different national conditions, different products, and different user groups, and they are stimulated at different points.

Generally speaking, there are two types of people, one of which is the selfish ones. If you tell him that if he can help me attract a new customer, he will get cash/coupons/free products, he will be very happy and willing to do so. If he is unwilling to do it, you need to reflect on whether your benefit information has been conveyed to him, whether he has gotten the reward information, and whether the prize is attractive enough to stimulate him.

Rewards are cash bonuses

In fact, the stimulation points for old users include: coupons, cash and free goods. Different gameplays can be designed based on different interest points. The rewards given to old users are coupons. What kind of coupons are they? How many denominations and how many pieces? If the reward is cash: How much cash? If the reward is a free product: What kind of product? How much is the value of the goods?

Rewards are coupons

Rewards in the form of physical goods

For e-commerce companies , free products are the biggest incentive, followed by cash, and then coupons. Because coupon users also need to pay costs. The selling price of free products is higher than the cost price, so it is more stimulating for users.

The second group of people are altruists. You tell him that we have a red envelope of 100 yuan here, go and give it to your friend. Airbnb has tried this type of thing and found that the altruistic type is better than the selfish type. However, most of the products in our country are played in a selfish way.

The picture highlights "Friends can get 30 yuan in cash"

Sharing:

The problem to be solved in sharing is, how do users share?

Here are the ways and channels for sharing. Because WeChat is the largest traffic platform, we generally only consider WeChat. WeChat is divided into two channels, one is WeChat friends and the other is Moments .

What is suitable to send between WeChat friends? Generally, it is better to put a link. So generally there are: product purchase link, APP activity link, APP download link, and mini program gameplay link.

Product purchase link

Event Links

Mini Program Link

Mini Program Link

Event Links

APP new user link

Event page link

The copywriting and wording shared can be continuously adjusted.

Another one is the circle of friends.

I always feel that it is important to suit the scenario when doing something on a platform. WeChat’s target scenario for Moments is actually for users to post pictures. The opening for pictures in Moments is very obvious, and sending text and links are relatively secondary.

So for the posts in Moments, I prefer to let users post pictures.

It will be interesting to know what kind of pictures will be more effective when shared on Moments. What kind of pictures do you often see in your circle of friends? The conclusion is that the more original it is, the more it looks like an advertisement, the more offensive it is, and the more original it looks, the more realistic it is when it is sent by a friend himself.

So there are several types:

First, chat screenshots. You can design a poster, put the content of the chat on it, and insert advertisements in the middle.

Second, you can take a screenshot of the Moments and forge a Moments with ads inserted in the middle.

Third, the handwritten poster image, which I just saw on WeChat Moments and haven’t tried yet.

After sharing

After sharing, the question that needs to be solved is: I saw what my friend shared with me, why should I participate?

We need to think about the problems of new users from their perspective. The solution to this problem lies in the above link, that is, what to share and where to share it.

3. Product-based new customer acquisition is the integration of various factors

The above introduces the types of new customers and the core elements of product-based new customer acquisition. In practice, the most important thing is to integrate all the elements.

Different new customer platforms have different costs for attracting new customers, and the design rules of the gameplay may also be a little different, but the essence remains the same. Here are a few examples:

(1) How to attract new fans for a public account ?

The stimulus point for old users is: Why should I invite friends to follow your official account?

The answer is: you will get a cash reward for every new follower you bring to the official account.

Because the key is to have effective fans of the public account, and those who immediately unfollow the public account do not count.

Therefore, we will design a poster with the QR code of the official account and the information parameters of old users, to guide old users to share this poster. When a new user sees this picture, scans the QR code, follows the official account, and does not unfollow it after a certain period of time, the reward earned by the old user will be automatically deposited into the account.

The stimulus point for new users is: Why should I scan the code after seeing the picture?

There are many routines:

The first type is the honest recommendation type. The sales pitch is usually: Dear, I recently found a very good shopping platform and I sincerely recommend it to you. Please scan this QR code to check it out.

The second type is the selfish type. The general line of dialogue is: Dear, my baby is participating in a competition recently and needs your vote. Can you help me scan the QR code? Thank you

The third type is the altruistic type. The general line of speech is: Dear, I want to give you a red envelope, you can receive it by scanning this QR code

The fourth type is the win-win type. The sales pitch is usually: Dear, I am trying to get the 9.9 flash sale qualification to buy down jackets. Please help me. After you help me, you can also get it.

(2) How to attract new payment customers for an APP?

The incentive for old users is that they can get a free product for every new customer they bring in to pay through the APP. Stimulus point for new users: Why should I go to an unfamiliar APP to place an order to purchase a product?

There are also many routines here, and the sales pitch is generally: Dear, I bought a down jacket on this platform for 9.9 yuan, and now I’m short of someone to join me in placing the order. The product is so good and the price is so cheap, do you want to join us?

Generally speaking, when it comes to payment, the core is still to do it through e-commerce transaction scenarios.

4. Product-based new customer acquisition process

Based on the above rules and gameplay mechanisms, we can adopt different gameplay strategies when we get different propositions.

After going online, track the data, analyze the reasons, adjust the optimization strategy, and go online again.

But throughout the whole process, I found that the core lies in how to ensure their demands based on "how to attract old users" and "how to impress new users".

During this year’s experimentation, I discovered that the differences between different ways of playing are not about product flow or interactive visuals, but the core content is the “ grasp of human nature ”.

First, human nature is greedy. Therefore, when we are involved in some gameplay, coupled with the guidance of interests, many people are willing to follow the rules. Interests are like a universal key that can pry open many people you think are impossible.

Second, human nature is selfish. We have found many cases where some people, when accepting invitations from their friends, are afraid that their friends will profit in the process, and would rather suffer a little more loss themselves and be more expensive than let their friends profit. Therefore, when designing the gameplay, we need to protect old users and try to avoid letting new users know why old users made recommendations.

Third, it is human nature to compare and show off. Sometimes, users do not share for profit, but simply to show off, which can also bring us a lot of benefits. This reminds us that when designing product processes, we should magnify the user's joy and achievements, and let users show off if they can. We often see people playing King of Glory and if they get MVP, they will post it on WeChat Moments to show off.

By the end, you will understand that the core of being a product manager is not drawing prototypes and writing requirement documents, but having a deep insight into human nature . There are countless possibilities for real human nature, which is what makes the job of product manager attractive.

I hope everyone’s products and new customers will continue to grow!

The author of this article @仟语仟寻 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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