How to acquire customers at low cost? A collection of Internet finance promotion tactics!

Why do different companies have different promotion strategies for the same product?

Why do different companies, the same products, and the same promotion strategies produce different results?

Why does the same company have different promotion and operation strategies for the same product at different stages?

Generally speaking, a complete operation plan will include the following seven elements:

Target users

Promotion goals

Promotion strategy

Promotional carrier (specifically referring to products here, not including content, communities , activities, etc.)

Promotion resources and costs

Data collection

Effect evaluation

This article will focus on the small framework of "promotion and operation objectives - operation strategies - operation carriers (products)" for explanation. If the entire promotion and operation plan is compared to a large truck, then this small frame is like a container placed on the frame. No matter which large truck it is, or even a cargo ship or train, it can be installed, transported and disassembled according to its own situation.

Browse, register, bind card, invest , reinvest, redeem, distribute income, share, invite friends

3. Form a strategy after combination

Register to get free phone bills/cash/vouchers, share and earn more... You can combine multiple strategies, just choose the one that suits you.

Improve retention rate ( retention )

Facilitate transactions

· Earn income

· Dissemination

1. Star products (products with both high sales growth rate and market share)

Product examples: cash management products (Ping An Ying of Ping An Caifu Bao), regular high-yield products (debt transfer, bills)

Promotion goals: attract new customers, promote transactions, and obtain income

Examples of applicable promotion strategies: coupons for transactions, and extra benefits for sharing

2. Problem products (products with high sales growth rate and low market share)

Product example: Gold products (account gold/gold ETF)

Promotion and operation goals: The operation goals of this type of product are highly correlated with the product's own attributes. In simple terms, they can be divided into the following two categories:

1) Phased growth, products with a certain periodicity: improve retention rate and promote transactions

The most typical example is gold products. It requires a high level of professionalism, has a small real trading group, and is greatly affected by crude oil, exchange rates, major international events, etc. The main goal of designing and operating activities for such products is to direct traffic to this APP or other products on the platform, attract users through hot spots, and facilitate transactions on this platform.

2) Products with continuous growth and unknown lifecycle: Acquire users and promote further dissemination

Such products are often newly launched categories on the platform, with low business maturity, unclear regulatory risks, and low investor awareness of the products. For example, Yu'ebao launched by Alibaba Small and Micro Financial in June 2013, bank acceptance bills launched by Jinyinmao in November 2013, stock allocation launched by MiNiu.com in September 2014, and Jiedaibao launched by Renrenxing Technology in June 2015... Some of these products have become mainstream in the market, while others have disappeared.

Such pioneering products often have higher yields when they are launched than other products on the market because there is room for regulatory arbitrage. Under the analytical framework of "yield-liquidity-risk", for the operation of such products, based on the promotion of (high yield + security), liquidity can be appropriately weakened, and the main goal is to acquire users and promote further dissemination .

Examples of applicable operational strategies:

Periodic products: free experience bonus for registration, free coupons for card binding/investment

Products with unknown cycles: free trial bonus for registration, free coupons for card binding/investment, extra income for sharing, cashback/extra income/free coupons for inviting friends

3. Dog products (products with low sales growth rate and market share)

Product example: public offering funds (excluding baby products)

Promotion and operation goals: improve retention rate and continuously import users

This type of product is generally launched for the long-tail users within the platform. When there is a product gap on the platform, users have spare money, or the stock market rises sharply, users tend to invest their money in this type of product.

If you do not have a large number of Internet users like Ant Fortune , or professional fund investors accumulated over many years by Tiantian Fund, it is not recommended to invest too many resources in such products.

Under this premise, the operational goal is mainly to improve retention rate, supplemented by continuous introduction of users.

Examples of applicable operational strategies: giving out red envelopes for participating in activities, giving out shares for investing, and giving out trial bonuses for registration

4. Taurus products (products with low sales growth rate and high market share)

Product example: Existing baby products

Promotion and operation goals: increase activity and retention rate

Examples of applicable operational strategies: birthday coupons, New Year red envelopes, and gift giving

1. Problem product → star product

Evolution direction: From high sales growth rate/low market share to high sales growth rate and high market share

Evolution path: Maintain and increase sales growth rate and further increase market share

In fact, a problematic product is a type of business in a metastable state. Judging from the trend, it will generally undergo a significant shift within three months: either leaping to the left to become a star product, or collapsing downward to become a dog product.

Evolutionary Path: Increase Sales Growth Rate

3) Due to the restrictions of the operational strategies defined above, methods such as reminders of a period of inactivity and reminders of new product launches are not included. In fact, these methods are also very effective.

So, how to set the user life cycle and corresponding operational target indicators?

Different companies have different calibers, so just choose the one that suits your company's characteristics. For example, the activity defined by Pinterest is measured by the overall activation rate, and the calculation formula is: overall activation rate = number of return visitors within seven days / number of registered users; while a company I once worked for calculated the activity as the monthly active number, and the calculation formula is: number of users who visited once or more in a month / number of registered users in that month.

Although the calibers vary greatly, they are all indispensable. In short, any life cycle division without data standards is rogue. In fact, any company of a certain size will establish a complete set of user stratification indicators. There will be several indicators to define and calculate the activity alone, not to mention the multiplication and division between indicators (daily active/weekly active, daily active/monthly active, weekly active/monthly active...).

2. Market Cycles

The macro-economy, financial markets, the industry to which a company belongs, etc. also have corresponding operating cycles, and the corresponding cycle analysis tools are also very abundant. Here, it is recommended to use the Merrill Lynch clock for analysis. It is simple and clear, and very helpful for building an overall cognitive framework.

3) As the material for selecting topics and sharing copy for content operations;

4) Used as a descriptive framework for the overall market environment during project review or annual summary.

Putting aside the Merrill Lynch clock, you can actually choose several representative indicators based on your own experience and set up some simple market trend judgment tools. I usually put the average yield of P2P products, the annual return rate of Yu'ebao, the CSI 300, and the products of this platform together to get a little sense of the market.

At work, what indicators or calculations do you use to judge market trends? Welcome to leave a message and share.

Whether it is product development or operation, moderation is the key. All models are only to ensure the most guaranteed strategy in the worst case scenario, and are not the first choice when designing operation plans. If the goal can be achieved by integrating it into the product itself, don’t make an operation plan; if it can be done with one plan, don’t do multiple plans; if it can be done without spending money or spending less money, spend as little as possible. Don’t forget, what is your original intention in doing operations and developing products?