Grab the last drop of customer acquisition bonus, these 7 methods can help you

In early March of this year, Wang Xing mentioned in a speech released within Meituan that the pre-installation fees and e-market fees in 2017 would increase by 30% compared to 2016. The reasons are:

First, the growth in the number of mobile phones has stagnated;

Second, consumers are constantly uninstalling apps;

Third, promotion costs increased by 30%. The entire mobile Internet will be extremely tragic in 2017, and many unimaginable companies will die.

As the Internet enters the second half of its development, marketing channels and marketing costs have undergone tremendous changes. If the original methods of acquiring new users are still not changed, there are only two possibilities:

First, you spend the same amount of money as before, but you can no longer acquire as many new users. Without new customers, you cannot convert more revenue.

Second, you spent several times the original amount of money to acquire the same number of new users, but because you did not control your budget well, your income and expenditure were out of balance, and you put yourself in financial trouble.

The methods that can help us solve the customer acquisition dilemma are:

• Find more effective customer acquisition channels
• Improve customer acquisition efficiency of existing channels

Growth hacking can help you in both aspects. This article summarizes 7 data-driven customer acquisition methods. If you have not tried these methods before, I hope they can help you open up new ideas and become new customer acquisition channels. If you are already trying them, I have previously published "6 Quick Steps to Growth Hacking". Be sure to check if there are any omissions in your current workflow by referring to this article. If so, make adjustments and strive to use the power of data to improve customer acquisition efficiency.

Acquiring new users through content is nothing new. The most typical example is actually each product/brand’s own WeChat official account . Most products will maintain their own official account , whether they appear to be doing brand communication, user interaction, or publishing their latest updates, etc. You will find that many companies create an official account just for the sake of having an official account (many times it is just a small project that managers come up with on a whim, "If others have it, I must have it too"), and do not add value to the product itself.

Since the content is difficult to create, or the WeChat public account boom has passed, then let’s not do it well. However, for many small-scale products, creating good content will become your cheapest and most effective channel for acquiring customers. It is not recommended to give up so early.

If you agree that the content needs to be produced, then the next step is to help you produce the content well. Here we will not discuss too much about "how to organize content", but provide the following five suggestions around the core indicator of "acquiring new users":

In general, there is a core concept in acquiring customers through content, which is that you need to provide value to users and continuously increase the value of your products, services, and content, and users will come to you uninvited.

Another way to acquire new users is through existing social platforms, by letting people know about your product through interaction on social platforms. I have received similar messages on my Weibo, Douban, and WeChat accounts, including those promoting apps, data services, and offline activities .

I don’t know if they have done any data tracking for this type of promotion. I just want to remind those colleagues who hope to acquire new users through social platforms to avoid these minefields:

1. Don’t follow someone and then stop following them after a while. Whether you are intentionally trying to attract the other party's attention or you are not able to take action in time due to strategy adjustment or personal negligence, this behavior will only reduce the other party's favorability towards you, but will not help you acquire a new user;
2. Don't let your behavior bother the other person. Put yourself in their shoes. If you received a meaningless private message containing an advertisement, would you delete it directly? Think about what kind of private messages you would be interested in, and adjust your strategy in that direction;
3. Don't buy powder. The industry chain of buying fans is already very mature. Maybe in the early stage you can get some seemingly good data, or even help you get a good valuation. However, in the long run, this is of no use to your business model .

Many people may not realize that competitions are actually a great way to acquire customers. If you want to acquire new users by organizing a competition, you need to pay attention to the following points:

LOPA stands for leverage other people's audience, which refers to users who leverage other platforms. In fact, this point has already been reflected in the above strategies (with the help of content platforms, social platforms, etc.), but I still want to take this concept out separately, hoping to trigger new thinking and customer acquisition plans.

Advertising should be the most basic method of acquiring customers. The emphasis here is on data-driven. The following methods can help you improve the efficiency of acquiring new users through advertising while reducing the corresponding costs:

If you don’t want to spend money on advertising, there is another way to get advertising space, which is to exchange traffic . On the premise that both parties reach an agreement, while the other party promotes your products, you also need to promote the other party's products. This is a great way to acquire traffic. If the product tones of both parties match and the users overlap to a high degree, it is definitely a win-win deal.

There are many ways to achieve exchange of traffic. To put it simply, you can promote each other on Weibo, become each other's strategic partners, promote each other's advertising space, exchange physical prizes, etc.; to be more complicated, you can cooperate to develop new products or services and promote them to the market, and expand each other's influence through in-depth cooperation.

The last method is telephone sales. This approach is not suitable for all types of businesses, and it is indeed inconsistent with the way the Internet has developed based on economies of scale. However, refined operations are bound to involve the maintenance of core users, and calling users to achieve sales goals is the most direct means. Research shows that allowing users to interact with brands and services in the real world (not just online) can bring them closer and increase their trust in the brand. Especially when many startup teams are in a state of no resources and no accumulation, telephone sales may become a breakthrough for cold start .

Again, telesales isn’t suitable for all business types, but at the same time, don’t rule it out.

It must be reiterated at the end that even seemingly simple methods require you to follow the workflow of " define action indicators - track and analyze indicators - use existing advantages to find solutions - start testing - test - retry" to ensure the scientific nature of the process and the rigor of the data, otherwise you will not be able to obtain the most authentic user feedback and customer acquisition effects.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @莔莔有神 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map