How to maximize the effect and benefits of promotion?

Maximize the acquisition of target users

Acquisition → Activation → Retention

Online promotion is more sales-oriented, that is, attracting new customers ; if we cannot bring in new customers, there is no effective promotion; how can we efficiently and cost-effectively bring people to our website, complete the steps of visiting, registering, consulting, etc., and keep them on our website to complete the set marketing goals? This is exactly what we need to study and think about.

1. Acquire users - learn to reasonably build a matrix promotion channel

Paid promotion channels generally include: search, alliance, information flow , app store and other advertising types. Different advertising forms can complement each other.

Paid channel promotion means that we spend real money to buy users, so how can we achieve efficient delivery? According to the KPI, it is divided into each channel, that is, the delivery channel and delivery strategy (how many people do I want to attract? What is the delivery budget in which channels? What materials should be delivered?); the process is managed through data indicators such as CAC cost and ROI. Eliminate the inferior and retain the superior, and make the promotion channels diversified and dynamic.

2. Activate users - Make visitors become your users in a comfortable way

Life is hard enough, why set pits on the road from visitors to users? ——People in the melon-eating market.

When we spend a high cost to bring people in, but they leave without staying, registering or consulting. The people in the market must be extremely panicked and uneasy. What can be done to reduce user churn and prevent users from coming and leaving quickly? What we need to do is: "Satisfy users, satisfy users, and satisfy users again, and drive them to become users in a comfortable way."

1. Relevance:

The promotional materials are consistent with the LP, and the users are attracted by selling fake products under the guise of selling genuine products, but the results given are completely unrelated. Users are also very frustrated, and their inner monologue is: Are you kidding me?

2. Simple process:

Remember that every additional step in the registration process increases the difficulty of registration.

Do nicknames really matter?

3. Maximize the display of interest points:

Target customers in different industries have different concerns. We can use third-party research reports (iResearch, Analysys, TalkingData, etc.) to understand our customers' concerns.

P2P users’ concerns: popularity first, rating second, and income third

Creative display:

LP: Core elements protrude

4. Conform to user vision and habits

In the stock market, red goes up and green goes down. Compare the following two Internet financial websites, which one will attract you more? (No comparison, no harm!)

3. Retention — Solving User Needs

How to retain users? The most basic and core thing is to understand user needs and update and improve your own products.

1. Meet basic user needs

① Tell users that the products they want are here. For example, users of e-commerce websites hope to buy products that are: "authentic", "fast logistics", "lowest price on the Internet", and "rich in products" ( JD.com : fast, good, and economical).

② Help them find the products they want quickly. Using the website or app, they can find the products they need through search or category navigation.

③ Reasonably recommend related product websites and recommend related high-quality products based on user purchasing behavior or browsing behavior.

2. Build a communication platform

Where there are people, there are rivers and lakes, and where there are rivers and lakes, there are disputes. When we purchase products or services, we may encounter various problems. Companies need to recommend a communication platform, such as 400 telephones, QQ groups, WeChat groups , and forums, where both parties can communicate and solve problems in a timely manner.

For example, in a certain P2P forum, investors will raise various questions, such as "Why does the upgrade take so long?", "Why does the rate of return drop?", "Funds standing guard?", "Hook problems" and so on. If the company's operations staff promptly resolve issues raised by users, investors will feel more at ease with their investments. If chronic problems are not resolved, users will leave.

3. Appropriate remarketing

The principle of awakening users - do not bore users and give them the right to choose.

SMS: sent to users in conjunction with festivals, promotions, or special days.

EDM: Send relevant information based on user concerns, such as price reduction product reminders and monthly statement emails.

Push: Push customized information based on different user tags to wake users up to use the APP.

1. Benefits - Using data to measure channel value

The biggest advantage of online advertising is that it is measurable; Peter Drucker once said, "If you can't measure it, you can't manage it." We break it down through the formula and refine it to each variable.

Return on investment (ROI) = revenue / cost = conversion rate * average order value / cpc

By labeling promotion channels in dimensions such as conversion rate, average order value, and cost per click, we can gain a deeper understanding of channel characteristics, which will help us effectively control the volume and maximize the effect of each channel.

2. Recommendation - Mobilize old users to develop new users

In an era where everyone is a media, users not only bring us transaction volume but are also promoters of the company.

Judging from JD.com’s Baidu search index, the number of searches decreased during the Spring Festival, but rebounded after the Spring Festival. On the one hand, the Spring Festival holiday is a period of large population movement and a period of large-scale information exchange. This period of time is also the best time for word-of-mouth communication.

How to motivate old users to invite new users? ——Rely on user word of mouth and let users invite their own friends.

1. Product driven: solving needs, smooth use, and high quality.

2. Incentive mechanism: Invite friends to receive cashback or red envelopes, and the invited newcomers will also receive corresponding rewards; create an invitation ranking list to increase competitiveness.

When launching a product into the market, we need to always pay attention to the impact of every detail on the AA AR R stage. Any small change will have an impact on improving the effect.

The author of this article is @Chuangyoutang Marketing Creativity and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform