What can a public account do well in the early stages to accelerate user growth?
First of all, I want to say that the essence of business, in my understanding, is to create scarcity. Therefore, if you have enough market scarcity, users will definitely rush to subscribe to your official account , or rush to buy your courses. This is a very big concept, but I hope everyone can remember this word, scarcity, throughout the learning process. We have to keep asking ourselves: Is your company, your team, your investment, your funds, everything focused on creating scarcity? If not, our project may not develop very well. The premise of scarcity is to use new ways to better meet the needs of existing users. Because basic user needs have not changed much over the years. Let me give you some typical examples. The first example is Didi Taxi . In fact, it fundamentally solves the need for taking a taxi, but users no longer have to stand on the roadside to take a taxi. Another user demand is that users can not only take taxis, but also private cars. The second example is Meituan Takeout . It still solves the problem of eating, but you may have had to go to a restaurant to eat before, but now it can deliver the restaurant's meals to your home. It still satisfies the need for eating, but the whole format has changed. There is a key piece of information in the previous question. The project this student is working on is parent growth training. So please think about a question with me. When we hear these four words for the first time, can we quickly form an understanding and immediately know what she is doing? If not (or people in our project often need to explain to others what you are doing), then it means that your positioning needs to be adjusted. Because it is very likely that this is the kind of sentiment in our hearts as entrepreneurs . When I looked at the introduction page of the "Xuwei University" public account, there was a sentence that said that the whole family can go to college together without leaving home. In fact, if we analyze this demand rationally, it is not a particularly common demand.Positioning of the official accountNext, I will give some examples of very clear needs, such as the positioning of official accounts. For example, there is a public account called "I love ppt". His introduction is that he loves PPT, is good at PPT, and is willing to share everything about PPT with you. This public account was created 3 years ago. At that time, there was not so much information on the Internet. However, as the market develops, our official accounts must become more and more segmented and our positioning more and more vertical. Let’s take the second example, called “Du Xiaoku”, which was created by the Duku Publishing House team. What is its positioning? We make good books and let them accompany children as they grow up, which means that all the books we make at Du Xiaoku are related to children. The third example is “Drucker Institute”. The definition of this public account is very simple, which is to learn and practice Drucker's theories. Drucker is a management scientist we all know, so this public account only spreads and practices Drucker's theories, and is very focused. The last account example comes from one of our students, whose account is called “Very Turkish”. The introduction is also very simple. It starts from 2007 and talks about things in Türkiye every day. You may notice that each of the above examples contains a particularly key word. They derived an early positioning rule for new media , called "Ba Ci", which is also a very critical rule. Let me give you a few more examples. For example, the word he dominates in "Poisonous Tongue Movie" is movie, the word he dominates in "Mustard Stack's View on Education" is education, the word he dominates in "The Frontline of Entrepreneurship" is entrepreneurship, the word " Investors Say" is investors , the word he dominates in "Financial Gossip Girl" is finance, the word he dominates in "Understanding the New Third Board" is the New Third Board, and the word he dominates in "Wine Industry Expert" is wine.Segmentation and sub-segmentationLooking at so many examples above, I would like to emphasize one thing again. What is the core goal of early positioning? To become number one in a category within a niche field, you need to find what you are best at and then become number one in this field. However, the concept of subdivided fields is also a relative one. For example, food is a subdivided concept relative to the entire plant field. Beans are a more subdivided concept compared to grains, and so on, and the concept can be subdivided infinitely. Take the education industry as an example. One is a sub-sector and the other is a further sub-sector. @土肥妈, you can take a look at, for example, early childhood education, English education, vocational education, lunch takeaway, etc. These all belong to sub-sectors. So what can the sub-sectors be divided into? For example, emotional intelligence training for young children, oral English training for tourism, new media training for enterprises, and corporate lunch takeaway. In other words, each category can be further subdivided. We have all gone through this stage in the early stages of a project. At first we thought we could do anything, and then suddenly discovered that we were not doing well. We might suddenly find ourselves in a situation where we felt we didn’t know what to do and nothing we did seemed to succeed. Actually it doesn’t matter. You just need to find an area that you are particularly good at, even if you start from scratch, and achieve one, then expand the category, and achieve ten, and so on. Let’s get back to today’s question and emphasize again the key message of that official account: parent growth training. In my opinion, there are three obvious problems with parent growth training. The first problem is that they do not have very clear and explicit needs. In other words, generally speaking, it seems that parents do not seem to have a strong desire to grow up. It is the children who need to grow, and the parents may grow themselves, but this does not seem to require much training, and there is no obvious training institution. The second problem is that parent growth training does not have clear boundaries. In other words, it does not say what kind of growth the parents are going to receive, but what type of training they are going to receive. Didn't say anything either.Explicit learning rewards and external pressureThe third thing I want to emphasize is training and education. If you want to succeed, you need to find a field where the returns from learning can be very obvious, or in other words, this learning has external pressure, because people don’t like to learn in their bones. So what is explicit learning return? We used to see some certificates in the subway. You can buy a self-taught bachelor's degree for 1,998 yuan. No matter how well you study, as long as you spend 1,998 yuan to buy a self-taught bachelor's degree, this is its explicit learning report. What is external pressure? New Oriental has relied on the TOEFL test to survive until today. For most people who want to study abroad, the TOEFL test is external pressure. He doesn't want to study TOEFL, but he can't go abroad without learning it, so this is also a very good training program. Let's take this issue a step further. What would I do if I were to run this project? First of all, I will make a very clear boundary analysis, for example, is parent growth training for parents, for children, or for the family? If it is for parents, is it for parents at which stage? Parents of children, parents of adults, or elderly parents? If it is for the children, it is for the children's abilities or communication; if it is for the family, it is to avoid certain problems in the family. Therefore, whatever we do, we need to think very deeply. Deep thinking is very, very important. We further differentiate between the three things: for parents, for children, and for family, and then further subdivide them. For example, for parents, are they parents of preschool children, divorced parents, parents of international students, or parents of teenagers addicted to the internet? For the children, to practice emotional intelligence, to master literary and artistic skills, to learn spoken English, or to find a better job, etc. What can we do for our family? For example, it may be family financial management , family vacation travel needs, intergenerational communication, or family cultural inheritance, etc. Therefore, we cannot simply emphasize parent growth training, but need to think clearly about many things behind it. The introduction of Xuwei University’s official account is called “Stay at home and study at university with your whole family.” If we look at the subdivision field from another angle (I’m not saying you have to do this, I just want you to look at the thinking behind it), if it were me, I would write something like this, “Focus on family culture building, share a century-old family every day. This is a very niche and professional field. There may not be so many people who really pay attention to it, but the identity behind each person who pays attention should be very valuable, and they may be from a family with a better reputation. I once chatted with a particularly famous Shanghai entrepreneur in Shanghai, and he talked about how he was educating his own children in this area, and that he also hoped that his family could have its own family culture. So this is at least a very clear point. If we use what we said before, there is already a demand, and we use a better way to meet a demand rather than creating a demand. To sum up the four elements for the rapid development of early-stage projects, these are my personal experiences. The most important issue that WeChat official accounts should solve in the early stage is to spend all the time and energy to figure out one thing: for whom exactly is our project providing what kind of segmented value, or in other words, for whom exactly is it providing what kind of clear value? Before your project is particularly strong, I hope you don’t put too many of your own wishes, emotions and expectations on it, because no one will care about your wishes, what they care about is what they want, and whether there is a better way to satisfy it?Breakthrough strategies for corporate new mediaLet me explain a principle to you. In my opinion, the breakthrough strategy of enterprise new media can be summed up in 12 words:Vertical field + segmented population = professional valueThe teacher we just collaborated with is called Hu Jun. He has a public account called "Bystander Hu Jun", which focuses on ceramic marketing , from entry level to mastery. A public account specializing in ceramics, and a to B type public account, can actually produce multiple articles with more than 100,000 views, which also shows that such value and such breakthrough strategy are correct. You can also open your mobile phone and carefully take a look at the public accounts you often read to see if they all conform to such strategies, vertical fields, segmented populations, and professional values. Mobile application product promotion service: APP promotion service Qinggua Media Advertising This article was compiled and published by @何川由 (APP Top Promotion). Please indicate the author information and source when reprinting! |
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