9 cases and 12 specific methods for obtaining seed users (Part 2)
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Today I would like to briefly share with you our ideas. I won’t go into details about the concept of seed users , you can refer to yesterday’s article. Through extensive market research and data analysis , as well as in-depth analysis of the brand's own strengths and weaknesses, we have developed a complete new media strategy, built a basic self-media matrix, and completed basic brand building on the Internet. These are basic work. After data analysis, we classified Jiangyi's potential users into: the first category is players in the gemstone industry; the second category is fans of Mr. Qiu, such as designers, art lovers, and collectors; the third category is literary young women aged 30-45 and the middle class; the fourth category is Buddhists. We decided to start with the first group of people. First, we made a precise portrait of this group of people, such as age, gender, distribution area, hobbies, characteristics, etc. Secondly, by analyzing the pain points, it was found that this group of people has a great demand for the authenticity identification, value assessment, and circle communication of Hetian jade. Next, we list the places where these people may appear, such as forums, Weibo, Tieba, QQ groups, WeChat groups , QQ spaces, industry public accounts , offline jade shops, and jade industry cluster centers. Then, we think about how to hook up with them and how to attract their attention. Here are a few tips: 1. Register a fake account on the relevant platform forum to answer their questions and confusions, and direct traffic to the official account. Break it down into daily quantification, including how many posts to reply to, what content to reply with, and write good scripts. 2. In the above places, publish a large number of marketing soft articles and exquisite videos about Jiangyi Hetian Jade, Qiu Qijing, Hetian Jade Industry Analysis, and Hetian Dongshan Mining, and divert traffic to the official account. 3. Invite big Vs and self-media people who can help JIANGYI to experience JIANGYI products, especially influential experts in the jade industry, to meet and discuss offline, and ask them to give suggestions on the products and write related articles. 4. Media hype. Jiang Jiangyi’s brand endorsement and story attracted media attention. Last month, Li Yapeng, Wang Gang and Qiu Qijing attended Jiangyi’s offline press conference. We did some packaging and hype. 5. In response to user pain points, the official account initiated free identification and exchange activities for Hetian jade online, offline promotion in offline jade industry clusters, and Hetian jade identification activities. 6. Keep it confidential for now. At the same time, for the new products that will be launched in mid-to-late December, we will soon implement a series of marketing plans, combined with charity events, to trigger snowball-like marketing on the same day. The above is just a small part of our actual work. We adopt different strategies for different user groups, but the ideas are the same, focusing on: 1. Who is the user? 2. User characteristics - what; 3. Where are the users? 4. How to attract users——how. Combining with Xiaomi's case of finding seed users, what we do is highly consistent and effective. Taking WeChat official accounts as an example, Xiaohan summarized the following 12 commonly used methods for finding seed users, which are more suitable for low-cost and low-budget enterprises. Method 1: CEO’s participation is both a show and a skill For new media operations , acquiring seed users is actually a physical job that requires strong execution. In many startups, CEOs roll up their sleeves and get to work. What do they do? Chat with seed users and make friends! Users have no obligation to help us, but the CEO can impress them with entrepreneurial sincerity and passion, and express gratitude for their experience and participation with actual benefits and sincerity. This is the so-called transformation of Internet thinking. The relationship between product developers and users is changing. Our relationship is equal, friendly and free. We create a relaxed and pleasant atmosphere and convey the values and attitudes of the brand and products. The process of cultivating seed users also requires our patience, but if it is done well, it will be a cause for great joy. Method 2: Keep the benefits within the family and maximize the integration of internal resources This method is suitable for companies with abundant internal resources, as shown in the figure. Xiaohan once worked for a leading enterprise with 300,000 employees. The group has multiple WeChat public account matrices. When launching a new account, the first thing they do is to look at the WeChat public account matrix and focus on promoting this one to attract traffic. In addition, the group has apps, official websites, external emails, express delivery notes, business cards, etc. These external exposure platforms all have advertising space reserved for this WeChat public account to ensure maximum traffic and exposure. The most important thing is that the group made use of the circle of friends of 300,000 employees. By forwarding an article in a unified manner, the number of fans increased rapidly. Without paying, the group quickly acquired initial users, and then accumulated seed users through content operations . Therefore, when engaging in new media in an enterprise, the first thing to do is to integrate resources. You need to consider what resources within the company can be integrated and used for your own benefit. Method 3: One sentence is worth ten thousand sentences, make good use of KOL (opinion leaders) It was often said in the past that if you want to run your own media, you must learn to control it, and the key is to leverage your power. One word from an opinion leader is indeed worth ten thousand words from an ordinary person. If you want to get to the top, you must learn to rely on others. As mentioned in yesterday’s article, Zhihu and Gupo’s Things all relied on the power of big Vs. If you have the support of investors , don’t miss this excellent resource and save a lot of advertising fees! Qiuye IP Knowledge Group is the most united community I have ever come into contact with. If they want to promote someone, it is very fast. They themselves have opinion leaders in various fields. Instead of relying on opinion leaders, it is better to learn how to mix in circles first. Xiaohan knows a boy born in the 1990s who once sponsored Guijiaoqi to shoot a day-long video, spending RMB 100,000, and then crowdfunded raincoats. Guijiaoqi helped him promote the video and gained 1.5 million paying seed users. If you don’t have enough budget, there are shortcuts to getting traffic from opinion leaders. For example, go to their official account to reply to messages and insist on going there every day. If each article has 10,000 views, then almost 10,000 people will see your name. If the content is written carefully and noticed by big Vs, it may be written into the article. You can make yourself familiar to the public first, so that the subsequent promotion will not be abrupt. If you want to attract the attention of a big V, you have to make friends with him. I know an author who persisted in replying on a big V’s public account for a year and attracted a large number of fans. Who are opinion leaders? As shown in the picture, it seems that Xiaohan is also very small. Of course. If you want others to push you, you must first practice your internal skills well. Method 4: Practice your internal skills and spread high-quality content Writing high-quality content is important, but spreading the content is even more important. It’s cruel to say that the life of an article on WeChat only lasts 24 hours. If you can write a hit article, you must spend enough energy to maximize the dissemination of the content and produce benefits. When submitting an article, please remember to leave the QR code of your public account. When answering questions on Zhihu, you can also leave your ID. However, when posting articles on Jianshu, you cannot include advertisements and the review is very strict. When disseminating content, you can consider using a serialized format. For example, there is a public account called "Peers Circle". Its early way of attracting fans was unique: writing serialized novels. Huang Xinmiao, the founder of "Peer Circle", is not a professional writer and does not have literary talent, but based on his previous understanding of the psychology of pregnant women, he began to write obstetrics and gynecology novels. You know, curiosity about unfinished things makes all human beings itch. No matter whether you are serializing a novel or a joke, as long as the content is good enough, I believe there will always be people who will follow the show to the end. Later, the same-age circle was segmented according to user tags and a large number of WeChat matrices were created. Taking into account the psychological needs of pregnant women at different stages, the content was extremely detailed. After Yu Minhong invested in it, it became even more powerful. In the final analysis, it was because of the good content. However, when creating content, one thing you need to pay attention to is that depth, verticality, professionalism, and entertainment basically depend on the content, and the requirements for people are very high. At present, society is in a stage of explosive growth of the pan-entertainment industry. People pay less and less attention to boring things, and the general public is not interested in things that are too professional, so entertainment is needed. Method 5: Go to where targeted users gather and solve their confusion For example, forums, BBS, Q&A platforms, and WeChat groups, go to these places to answer their questions, publish valuable content, quantify it every day, and use standard rhetoric. Although it is simple, direct, and a bit crude, it is effective. I have a client who sells customized clothes through pictures. They gained 70,000 users in three months by using only one trick: hiring an army of college students to go to Taobao communities and Baidu Tieba every day to answer questions about clothing matching and customization, and directly direct traffic to the app and official account to place orders. The cost of each traffic was 0.30 cents. It can be said that Xiaohan’s first batch of seed users came from WeChat groups and Zhihu. In the absence of paid promotion , this is the lowest-cost, most convenient and effective way. The previous article also wrote about the promotion of WeChat groups. There are some things to pay attention to, such as finding a group that matches the content, greeting the group owner, sending red envelopes, finding someone to help, and making a few comments yourself. There are too many advertising groups now, so less is more, and quality is more important than quantity. Method 6: Small favors, benefits are value Let's talk about Xiaomi again. For example, the first batch of registered users can get small gifts, coupons, special privileges and preferential policies. For example, if they grab a reservation code, they can buy a mobile phone at a low price. This kind of reciprocal psychology will never go out of date. The book "Influence" also wrote: When people accept gifts, they feel obligated to give back. On the one hand, users who have gained benefits will actively register, and on the other hand, they will have a positive view of the company itself and will be more cooperative in completing various interactive activities. The routine is based on interests. I once planned an event for a public account that does education investment. By following the public account, you will receive the latest investment research report on the education industry. This attracted precise fans. Then I focused on these fans to carry out fission activities, where people forwarded the account to get red envelopes and invited others to give out big gifts. Method 7: Beautiful women’s temptation Back to human nature, content related to beauties is a rigid demand. Momo, which was skirting the law in the early days, relied on this to find its initial users. After entering a certain stage and reaching a certain level of users, it began to whitewash itself and correct people's perception of the brand by operating the brand. You may not know the famous WeChat, but when WeChat first launched official accounts, there were countless official accounts with colorful content, which attracted a large number of users to subscribe. In short, using primitive sexual drive for marketing has gray areas, but it is effective. Method 8: Continuous value sharing, salon lectures and training One of our clients is engaged in parent-child training. Their philosophy is very interesting and they have their own system. To obtain seed users, they only did one thing, which was to first organize the customers into a WeChat group and arrange a teacher lecture at a fixed time every week. Users can be pulled in, but the review is very strict. They must be the children's parents and cannot post advertisements. The company's official account, if it is in a professional field, is very suitable for this method, which is low-cost and fast. Their courses are systematic, covering one point each time in a serialized format, answering questions at a fixed time each week, directing traffic to offline stores, and converting them into paid training courses. Method 9: Spend money to save time – Advertising Spend money to buy time, save money to spend time. Being rich and willful is undoubtedly a shortcut. If your company’s WeChat account has some promotion budget in the early stage, you can try the following promotion methods to display your WeChat account to potential users on a larger scale and seek their active attention. (1) GuangDianTong (2) Publish in Moments (3) Forwarding red envelopes, posting to large accounts, etc. I won’t say much about advertising channels. Just look at the pictures. They are worth collecting. They basically cover all the free and paid channels that can be used. Method 10: Army positional warfare, offline promotion I once ran a public food account. How did I quickly get 10,000 followers? It only took a week. We found several offline pancake stalls with large traffic to hold the event. Customers who bought pancakes could scan the QR code and get an egg for free. This was a few years ago, and the cost of acquiring users was very low. There are many offline methods, such as distributing flyers, paying attention to instant discounts, instant delivery, WeChat photo printer, etc. Method 11: Interesting online activities Our common activities include: 1) Cute Baby Contest 2) Character collection 3) When doing group buying activities, you need to plan according to the characteristics of the product. It is not recommended to use activities such as drawing lots, sending red envelopes, and voting. These activities are too homogeneous and the users are not accurate. The truly accurate ones are activities that are in line with the product functions and the WeChat account functions themselves. Method 12: Viral H5 Spread Design some H5s that fit your WeChat account positioning and forward them. If the company has the technology, it will develop it. If it does not have the technology, it will outsource it to a third-party company and write an article about the spread of the virus later. In short, there are many ways to increase fans and find seed users. We need to follow a principle: give users what they want and what they like. Give them what they want, and you will naturally get what you want! Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @唐晓涵 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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