Let’s talk about effective strategies for attracting new users from 5 aspects

All roads lead to Rome, and all roads in Rome lead to roads. To attract new customers , you need to be able to provide them with more than one channel, and at least one of them must be a successful path.

Attracting new users is a key and difficult task that Internet practitioners cannot avoid. No matter what form the product or service takes, there is no way to avoid the link of attracting new customers.

What’s even more frightening is that no one can be sure that their own channels , methods and approaches for attracting new customers are effective and have a certain reference value, so that peers can quickly develop an effective new customer acquisition strategy for a new product or service.

Furthermore, the flexibility and gap of new customer acquisition operation strategies are very large. Strong large companies and light small companies all have their own styles. Large companies are strong and rich in resources, and usually cast a wide net to gather resources; while small companies have limited funds and shortage of personnel, and usually use precise investment and rapid trial and error.

No matter what strategy you adopt, first of all, you must have omni-channel awareness and a way to adapt to the channels.

Here, we have sorted out a set of reference channels for attracting new customers and some aspects of adaptation (there are many that can be expanded) for operations partners, saving their search time and increasing the depth of their thinking.

Next, I will introduce it to you from five levels: free channels, paid channels, product function design, and brand marketing and promotion .

1. Based on free channels

Free channels start from the new customer acquisition entity and are simply divided into internal owned channels and external free channels .

1. Internal channels

Company website, company employees, company-owned advertising space

2. External free channels

Main categories of channels: self-media platforms , social networking , app stores , community forums, etc.

1) Self-media platforms: WeChat , Weibo, Toutiao , Baijiahao , NetEase , Kuaishou, Douyin , live streaming platforms , Himalaya , Lizhi FM, etc.

2) Social platforms: QQ groups, QQ spaces, WeChat groups , Momo , Maimai, etc.

3) App stores: Apple, mobile app stores (Huawei, Xiaomi, Lenovo, BBK, VIVO, Nut, Meizu, Samsung ), Android Market , Anzhi Market , Wandoujia , etc.

4) Forums : Zhihu, Douban , Tieba, etc.

2. Paid-based channels

Online payment channels and offline payment channels

1. Online

1) Search Engines (Baidu, 360, UC Shenma) SEO / SEM

Methods: Search ranking, etc.

2) Precision delivery on self-media platforms

Methods: content distribution channels, public relations exposure channels, WeChat Moments promotion , Baidu information flow advertising , etc.

3) App Store

Methods: Apple ASO , Android App Store optimization, paid promotion (CPA/CPS)

4) APP is pre-installed by mobile phone manufacturers

Method: Install the app on the phone before it leaves the factory

5) Forum Post Bar

Methods: Community advertising, topic discussion, and online spam

6) Points Wall

Methods: Task points promotion

7) Affiliate advertising , such as Baidu Union , Sogou Union, 360 Union, Google Union, etc.

Methods and approaches: Customization of alliance channels and data-based precise delivery

8) KOL paid promotion

Methods: Weibo influencers , personal self-media

9) Email Marketing

Method: Direct email

10) Friend Directory Marketing

Method: Authorize your contacts to automatically recommend

11) Mobile application advertising

Methods and approaches: resource exchange, traffic mutual guidance, and embedded advertising

12) Video advertising : Youku, iQiyi , Tencent Video , etc.

Methods: Video patch ads, video pause pop-up ads

2. Offline

1) Building advertising (office buildings, residential areas, parking lots, etc.)

2) Advertising in entertainment venues (in movie theaters, before movies start)

3) Advertising in catering places (checkout receipt system, QR code on table top)

4) Supermarket system advertising (checkout receipt coupons, ground pile flag explosion stickers)

5) Transportation hub advertising (bus handrails, bus stop announcements, bus seats, bus body stickers, subway lines, subway stations, subway car stickers, high-speed rail sponsorship numbers, high-speed rail seats, airplanes, etc.)

3. Design based on product functions

In addition to word-of-mouth among users, it is particularly important to spread a product through functional design of the product itself to enable users to share and recommend it instantly and conveniently.

Here we will talk about two types: one-way active functional design and two-way loop recommendation functional design.

1. Functional design of one-way active sharing

1) Randomly trigger sharing at any time, directly call up the sharing channels

2) Authorize to invite social friends and address book

For example: Xiaohongshu invites Weibo friends, invites WeChat friends, invites address book friends

2. Recommended bidirectional circuit functional design

1) After recommending to friends in "My Account", you will get certain incentives (such as points, coupons, cash, etc.)

2) Sharing of the event page

3) Generate images and custom copy recommendations

4) Rebate in the form of distribution or a certain percentage of the transaction amount

Commonly seen on e-commerce platforms, shopping guide platforms or WeChat business distribution systems

4. Based on brand marketing and promotion

There are so many aspects about brands. I am not a professional in this area, so I will simply list some common phenomena I have encountered here. I would also like to ask professional brand people to correct me and give me more suggestions.

1. Brand Ambassador

The spokesperson’s image perception should add positive points to the brand tone perception, and it is best to achieve a convergent and enhanced effect. Moreover, the brand can directly gain high recognition from the spokesperson’s fan group, thereby acquiring a certain number of new users. For example, Honor wanted to become younger and found Wu Yifan, while Xiaomi wanted to become more dynamic and mature and invited Wu Xiubo, Liu Shishi and Liu Haoran to be its spokespersons.

2. Exclusive brand sponsorship and title sponsorship

Sponsorship support for large-scale events and entertainment programs can directly reach the people exposed to the events and the audience watching the programs, allowing the brand to interact with the audience repeatedly and thus better deepen the audience's understanding of the brand. For example, vivo has monopolized a large number of entertainment programs.

3. Brand placement in film and television

Brand placement in film and television can be said to be like heaven and hell. If it is placed appropriately, it can complement the content of the film and television. If the placement fails, users will have a strong aversion to the brand. Generally speaking, only companies with a certain level of brand heritage and popularity will choose to implant their brands into film and television works. According to my observation, most brands are high-frequency fast-moving consumer goods or durable goods, such as some beverage and car brand implants that are often seen. For example: Mengniu Chunzhen Milk was used in TV dramas, Yili was implanted in "Transformers", and Audido was implanted in movies.

4. Brand PR

I simply divide public relations into three types: active public relations, passive public relations, and crisis public relations .

Proactive public relations is of course to actively publicize the brand’s own favorable events or stories through media platforms so that more people can know about them.

Passive public relations is often a work action taken passively after encountering the following situations, such as: when the opponent is ahead of oneself and attributes industry benefits to oneself; when the opponent is ahead of oneself and shifts the blame of industry drawbacks to competitors; in short, it is to seek benefits and avoid harm.

Crisis public relations is more serious. It is usually a public relations action taken to prevent the impact from worsening and to guide positive public opinion after a certain negative impact has already occurred.

5. Brands take advantage of hot spots

Leveraging hot events can not only save resources for promoting communication, but also enable the brand to spread explosively in a short period of time. Only by knowing how to go with the flow and add fuel to the fire can you create high potential for communication. Only when you are in a big wave can you be pushed to the top of it.

6. Brand public welfare

Public welfare, to put it simply, is the embodiment of the value of a company’s social identity.

Although, I have said so much, it can be said that there are inexhaustible channels for attracting new customers. There is no distinction between good and bad. Just find the one that suits your products and services.

To sum up, the best way to attract new customers is the products and services themselves, and the best channel is word of mouth from users.

The author of this article @李晓莹 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 Games