Get these six points right, attracting seed users won’t be a problem (Part 1)

Probably, the first and most important operational goal of any startup company after figuring out its product positioning is how to attract the first batch of seed target users ! Today, I would like to share my superficial understanding and cognition on how a startup product with no resources, no channels , no money, and no parents can actually attract its first batch of seed users in the early stages of operation.

Article Outline

• 1. Depend on fate
• 2. Know how to leverage
• 3. Activities
• 4. Learn to disguise yourself
• 5. Event Marketing
• 6. Details determine success or failure

The discussion mainly focuses on the above six aspects and provides specific operation methods . Exchanges and discussions are welcome.

1. Depend on fate

There is no need to say much about this. If your product positioning is clear and your operation team has sufficient understanding of the industry, then some similar people will definitely find you. Even if you haven't made any big moves yet, they will follow you closely and never leave you. Of course, it all depends on fate, which means that there are still people who are destined to be together but not destined to be together. There is no specific implementation plan for this, it all depends on fate. There are no shortcuts.

1. Learn to leverage

In this era of information explosion, no matter what you do, standing between your current situation and your goal, learning to leverage is the fastest and most effective way to reach your destination. So how can we leverage our strengths to achieve twice the result with half the effort? The author briefly describes it from the following three points:

2. Drain traffic through large platforms

Faced with the massive traffic of large platforms, how could I, a weak small operator, not tremble? ! Directing traffic through large platforms is also a relatively short and fast way of operation. The input-output ratio is average. It is not the most amazing, but it is definitely necessary. Here are a few relatively safe examples to illustrate how to do it:

1. Leverage video websites: For example, on large platforms with a lot of UGC content, such as Bilibili or YouTube , choose sections related to your own products, and produce or move video content related to product operations . Regular and quantitative delivery to ensure quality and quantity.

2. Leverage the Q&A community: first think of a few questions that are related to the product but not directly related, and write a few answers carefully. Register two accounts to ask and answer your own questions, and remember to change them regularly.

Similarly, it can be problems within the industry, product-related problems, or even problems in other areas that the target users like (this requires a very high degree of grasp of user portraits and knowing the personality and habits of this group of people, otherwise it will be useless). It should be noted that the content needs to be output regularly to ensure quality and quantity.

3. Leverage products of the same nature but not competing products: For example, the content of a women's clothing store often appears in the product content of a cosmetics store, and a two-dimensional music website has long been active in a two-dimensional forum. The PR of a certain fountain pen manufacturer has been active in a well-known ink user exchange group for a long time.

There are two most important relationships to pay attention to when taking advantage of this: one is to guide users reasonably when they have needs that are in line with your own products; the other is to pay attention to the method and depth of intervention, maintain daily relationships with friendly products, and do not cause them trouble or disgust. After all, it's their territory, you know.

The above three points are just three of the more common and simpler daily ways of leveraging power. What needs to be remembered is that when choosing a platform, that is, a leveraging point, you need to comprehensively examine the degree of fit between the platform and the target users of your product. Presumably, no one would go to the two-dimensional forum to implant real estate advertisements. Therefore, the three examples I gave only provide a train of thought rather than a summary of experience. They still need to be analyzed in combination with the specific problems of the product.

In addition, you can embed soft advertisements into the content from time to time, and remember to make them softer and softer! If it is a hard advertisement, please make it interesting. In fact, many times, users know that you are advertising, but they hope that your advertising is more interesting. At this time, don’t treat users as fools and hide the truth. The more you try to hide the fact that you are not advertising, the more people will reject you when they find out.

Because you have subconsciously conveyed to them the idea that "If I'm not advertising, you can accept it!" In fact, you are advertising, so users will definitely not accept it. Rebellious. Oh yes, by the way, let me say something irrelevant: I am a small product operator of a two-dimensional music platform - Yuanyintang, and welcome to communicate with me. (laugh)

Another great advantage of choosing to produce content for your own products on a large platform is that it is very beneficial for the SEO optimization of your own products. No matter what index it is (Baidu, 360, Shenma), it will be much better than doing it yourself behind closed doors. The more backlinks there are, the higher the popularity is, the more conducive it is to SEO optimization, and the more it achieves the central purpose of our topic: traffic generation.

Backlinks are simply a breath of fresh air in the traffic generation world. They help us build a bridge for traffic generation. If the methods are correct, half of the work will be done.

3. Leverage the power of KOLs (here we are referring to KOLs who are highly relevant to your products)

(1) The influence of KOLs cannot be underestimated.

I don’t need to elaborate on this point. The existence of KOLs is simply the savior of new products and new platforms. Fees must be negotiated, and it is best to discuss the rights and obligations of both parties with the goal of achieving obvious results and building a good relationship rather than simply engaging in commercial cooperation. When necessary, talk about ideals and feelings, add some business cooperation fees with sincerity, and then the deal is done. He needs to live up to his fans and launch the product at the same time.

(2) The KOL circle is full of KOLs!

During the cooperation process, it would be best if there is a KOL willing to introduce friends. If not, you should also pay special attention to digging for it yourself and try to understand the music circle yourself. You can mention it occasionally during the chat. Please explore the tricks yourself. You can get through it if you put in some effort.

(3) Don’t be shy to fully utilize the value of KOLs!

When you find any available resources related to this person, be sure to bring them up. You don't have to be too purposeful. It's okay to talk about feelings occasionally. If it's a purely commercial KOL, then just stick to the facts and don't whine. It also depends on the specific person. There is a lot of freedom in the operation, and the results may be different with different people.

No matter how you talk, remember one thing: don't be shy about making requests, and stick to the facts and discuss your needs.

(4) The last method is one that does not require cooperation.

As long as you can find the coordinates of the KOL, register a few more accounts, go to the platform where he interacts with his fans and pretend to be his fan to make an implicit introduction, or directly express that your own products are very good. Of course, the more you simulate the suggestions of real users, the easier it is for others to accept them.

Basically, when a user sees the same word more than 3-5 times in a fixed area, he will have the illusion that many people are discussing this issue. Learn to take advantage of this illusion.

4. Find partners to work together

This is also the top priority of leveraging power, which usually leads to a win-win situation. It is also rare to make a good friend in the same industry.

(1) Jointly planning and co-hosting events

As mentioned in the second point, you can cooperate with products in different fields of the same industry, but in related fields. Leverage products of the same nature but not competing products. In this place, pure cooperation is not limited to products that are highly relevant to oneself. Any company that is at a similar stage or has achieved some success will do.

Before cooperating, you must think clearly about what you want, what you can give, why you want it, and why others expect you to give it. That is the weight of cooperation. Only by knowing ourselves and knowing our opponents can we find a breakthrough and realize the possibility of cooperation with the greatest benefits.

(2) Add friendly links appropriately

With more and more Internet companies emerging, products with social functions or that value "circles" often work hard on "friend links". Of course, big companies definitely don’t need it, but if small products have good friendly links, they can still have a certain effect in attracting traffic. There are also more and more so-called large-traffic platforms that spend money on friend links for recommendations. The interest chains and pros and cons involved need to be weighed by each operator.

(3) Promote each other and spread influence

I remember that in the early days of Yuanyintang, I got to know a group of official Weibo editors who were also outside the 18th tier through my personal charm. We would occasionally forward messages to each other. As long as the product concepts were similar, even if they were in two different directions, it was completely fine. This could be done in daily operations. You didn't need to spend special time on it, just be a little more attentive.

3. Activities

This is one of the most important ways to attract traffic. Many issues must be considered in every step from event planning to promotion and execution, not only the purpose of the event, but also the brand image, execution capabilities, etc. But in the final analysis, we all hope to have more new registrations, more active users, and higher retention rates . To successfully plan and hold an event, it is often necessary to know how to plan an event well. I will write an article later to introduce this in detail.

It can be roughly divided into the following three forms:

1. Do it all by yourself. To put it simply, the key point is that execution must keep up with planning.
2. Host it yourself and find someone to co-organize/sponsor it. I mentioned this before. You must have the right bargaining chips and try your best in the negotiations. Achieving a win-win situation is the best.
3. Sponsor others. Same points as above.

Let’s stop here for today, there are too many words and my attention span is limited. Points 4, 5 and 6 will be discussed in the next article. Thanks for watching, welcome to communicate.

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