Attracting new users: What is the difference between To B and To C?

The core task of attracting new users is to promote the APP , expose the brand, and increase the number of APP downloads and registrations. There are many mature ways to attract new users, such as app store promotion , traffic operation ( SEO / SEM ), soft article/ community promotion , etc. The operation methods are also quite common, such as: PUSH, pop-up promotion , activity triggering, activity push, etc. However, the increasingly numerous enterprise products, due to their different business nature, their new customer acquisition behaviors are different from the network-based new customer acquisition behaviors described above.

New users of To B products are basically promoted one by one and converted into new users through marketing personnel, and the learning cost of new users is proportional to the education cost of marketing personnel. The basic form of attracting new customers for B2B is one-on-one service, teaching step by step until users become familiar with the usage. Therefore, the role of product and operation will shift to the core goal of making it easier for marketing personnel to educate new users and enabling them to confidently promote their products to new users.

Having said so much, what is the difference between the two? Based on the following figure, we focus on analysis:

To C: Operation-led, product + market support

Problems: The quality of new users is not high/does not match the product

Nowadays, the dividends are gone, and there are fewer and fewer pure network products, so operations are becoming more and more difficult. Giving points, exchanging gifts, and various exchange activities are gradually becoming of little use.

As the backing force of operations, product managers need to consider "attracting" potential users to active users and continuously "awakening" silent users to active users when designing their products. For example, in order to reduce the difficulty of use for new users, we need to shorten the length of the core path and make it as simple as possible for users to find the functions they want to use after entering. For secondary paths related to the main path, such as registration and login, we should set reasonable user thresholds during design, including "when to register, how to register, and in what scenarios to guide users to register", that is, operations should use design techniques in conjunction with product functions.

Of course, the interface design must be "good-looking". What is meant by "good-looking" here varies according to the user groups of the product. For example, if yours is a children's product, then the product interface should be cute and pleasing, but not overly personalized and simple. In addition to functional design, in order to facilitate operations to attract new customers and promote activity through activities at any time, we should also set up sufficient activity entrances.

To B: Market-driven, market + operation-assisted

Problems: Little room for online product manipulation/Communication skills are more important than product guidance

1. Push , push, and push again

This leads to a problem. In the past, we educated users by polishing products or guiding users, but to B products are more about educating marketers .

2. All users are VIP, even V…. v ip

The bargaining chip of the product is to make your targeted users feel "superior" and make them feel that they can do anything by cooperating with you/using your product!

Next, we use the evaluation system as a case to illustrate this point. Before we analyze, let’s review several evaluation methods. Reviews are generally divided into three levels: good, medium, and bad . Users have different evaluation attitudes for different evaluation levels, which can be roughly divided into three types: text evaluation, label evaluation, and star rating:

• Text evaluation: Its advantage is that users can express themselves freely; however, the cost of text input is high and it is not easy to control margins and quality.
• Tag evaluation: Its advantages are simplicity and practicality; its disadvantages are that it cannot accurately express what users want.
• Star rating: Its advantages are simple and direct, and easy to operate; its disadvantages are a single method and inconsistent standards (the evaluation system is to provide us with decision-making information, but the term "five stars" has different standards in different people's minds. For example, compared with a 4.5-star merchant, there is not much difference for buyers, and it is not easy to make a decision.)

The essence of the evaluation system is to guide users to use the platform correctly. So, for service products, the information displayed on the platform is to enable both parties who obtain the information to quickly reach a transaction. "Buyers and sellers" are always the basis for the existence of a business model . How can we increase the exposure of VIP users' products in the same occasion and increase the chances of them being chosen by buyers? This is the first thing a product manager needs to consider when attracting new users. Therefore, simply having a few five-stars, a few VIP labels, or a few "gold medal merchants" is not enough to make buyers choose their trading partners and increase the success rate of transactions. On the contrary, the more accurate "order volume" (which can of course be exaggerated appropriately based on operational strategies) is the most important basis for buyers and sellers to choose transactions on the platform.
Evaluation is only part of the core process system. The real decision-making power should be the matching degree of product content and the smoothness of the transaction. Only by grasping the core demands and providing sufficiently valuable references can your B-side users truly feel a sense of "superiority".

3. There are two types of functions: basic and value-added. The value-added function is the magic weapon to add bricks and tiles to the work of "attracting new customers".

Grasp the mentality of To B users, tap into their characteristics of being "not short of money" and willing to "spend money", and use more customized functions to encourage users to become the core users of your product. For this conclusion, please refer to the article "Case Analysis of Traditional Enterprise Internetization : Home Improvement Industry" to learn in detail how product managers can design customized products for To B users.

Xiao Q summarizes

The most core difference between To B and To C in product design is the different service objects of product managers. To C product managers mainly need to serve the Internet user group, who are more proactive and exploratory, and are more willing to explore new things and find a sense of accomplishment. Therefore, it is easy to happen that after going through great efforts to attract a group of users, the “product” disappears while they are using it, not to mention conversion and monetization. However, To B product managers need to serve people in more traditional corporate roles, most of whom have more resources and are basically groups or organizations. They have a stronger willingness to continue using the product and paying, and are easier to convert into core users.