All things are difficult at the beginning. How do website operators find “seed users”?

After you have identified your target users in website operations , the next step is to find a group of " seed users " of your own. The first thing that comes to mind when thinking of seeds is that they can bear fruit. In fact, this is also the significance of "seed users" to website operations.

A new product that no one knows about wants to be used by thousands or even millions of people right from the start. Only the rich can do that. The wisest way is to find your own "seed users". The more accurate you find them and the better you maintain them, the faster they can help us expand the market and cover more target groups. This is called a point-to-surface approach (this is also how Xiaomi promoted its mobile phones in the beginning). All things are difficult at the beginning. In order to help more new website operators find ideas, He Yang will talk to you about the search for "seed users" in website operations.

In fact, it is very simple. There are two most common ways to find "seed users" of products:

1. Find someone familiar (exert your personal charm)

If your personal charm is strong enough and your product is targeted at a popular group of people, you can start with your friends (if you know a few celebrities or something, just smile). Based on trust, many people will prefer recommendations from people they know, so many people who do micro-business start from their circle of friends.

However, we often make a misunderstanding when we start with our friends. We just want our friends to buy our products. In fact, this idea is short-sighted!

Think about it this way: How big is the circle of friends? How many people can there be? How big is the consumption potential? So, if you post advertisements on WeChat Moments just to get them to buy something, you are making a big mistake.

Remember: the ultimate goal of promoting in Moments is not to get them to buy things directly (of course, it would be best if they can buy), but to get them to help us forward and share. According to the "250" rule, if every friend who sees it can help you promote it, your target user base will grow exponentially.

Therefore, when you organize promotional copy , the starting point is not to stimulate transaction conversion, but to stimulate forwarding and sharing, so that more people can know you. If users are very interested and want to learn more or get more benefits, we can set a threshold at this time!

For example, He Yang had seen an App promotion method before, but he didn’t remember the details clearly, but the general idea was to use WeChat Moments for promotion. As long as you successfully register on the micro-official website, you can download the App after it goes online (the ultimate goal), and then log in to your own user center to receive a cash red envelope. What’s even more interesting is that users who have successfully registered have an exclusive promotion link and QR code, which can be shared on Moments. As long as someone successfully registers through your sharing, you can also get cash back (to stimulate dissemination).

2. Actively search for target fish ponds

In addition to leveraging acquaintances in the circle of friends, we can also take the initiative to find the first batch of "seed users" of the product ourselves. But the question is, how do we find them? There are many ways, here are some ideas:

1. Forum

After positioning your product audience, you should have a clear understanding of the audience who will use your product. At this time, we can find some large forums related to your product, or a relevant section on the forum;

The best way to find relevant forums is to use search engines and advanced search commands (such as "intitle:keyword inurl:bbs", etc.), so that we can quickly locate highly relevant forums;

After entering the forum, all you have to do is register an account, complete your information, sign in every day, post and reply more often, build a good relationship with the moderator, and give some red envelopes (although it's vulgar, it works, haha). If you want to recommend it at the top, it may cost a little money. You can try any method that can increase exposure .

2. Tieba

The population base and activity of Tieba are quite high, but you must find a Tieba with high relevance. Generally, you can create a Tieba by yourself, or promote (recommend) in other Tieba. If there is a Tieba owner, you can contact the Tieba owner to see if you can spend some money to make a top recommendation. If there is no Tieba owner, you can often go to the top posts and reply to them (you can also use some top post software) to create some popularity. This may require special personnel to operate;

3. QQ Group

We can quickly locate our target QQ group through keywords related to products and target groups. After joining, we need to stay active, show up every day, help others solve problems (it doesn’t matter if you have a big or small account), and often reveal what you do during the chat;

The most direct way is to build a good relationship with the group owner (you can figure out how to build a good relationship yourself). You should know that a recommendation from the group owner may be more effective than your efforts for a long time. Even if he does not recommend it, you will not be kicked out of the group if you occasionally post two advertisements as long as they are truly beneficial to users.

4. SNS community

This type of platform has a high user activity rate and covers a wide range of users, so we can easily locate our target user group. For example, Douban has many groups. We can join some highly relevant groups and participate in discussions. We can also post some knowledge-sharing articles and repost them to the groups. We can update and maintain them regularly to maintain a certain exposure. If we persist and the volume is large enough, the effect is still good.

5. Soft articles

If you have good writing skills, you can write some soft articles and then pay to put them on highly relevant platforms (such as Soft Article Street). If it is a knowledge article, you can directly submit it to some platforms. This is also a good method. He Yang’s own official account accumulated the first batch of "seed users" in this way, and they are all spontaneous behaviors of users, so the loyalty is relatively high.

6. Business cooperation

Find some cooperative promotions, such as public account recommendations, hard advertising, etc. The premise is to identify your target user group. When looking for resource cooperation, look for platforms with higher relevance. For example, if the target group likes to travel, find some large self-media accounts related to travel and recommend them in text and picture messages.

7. Activities

This form is preferred by many businesses. The advantage of the activity is that it can quickly catch the user's attention, is highly interactive and has good dissemination!

However, when we first start to attract “seed users”, we need to position our campaign copy well and think about what kind of needs it is solving. Whether the new product allows more users to know you, or allows users to use your product directly, or why users use your product, is what you should consider when planning the copy.

In addition, after the activity process is designed, you should repeatedly consider the following points:

• Can it attract the user's attention? ——Highlight the theme in the shortest time
• Can it make users want to learn more? What needs of users are met?
• How to interact with users? ——How to participate
• What is your ultimate goal? What do you want users to do?
• Can it cause users to spontaneously forward and share? ——The virus spreads and more people know

There are many ways to attract the first batch of "seed users", which will not be described here one by one. After formulating the method of attracting "seed users", we also need to formulate a detailed implementation plan to ensure its implementation. As a website operator, you need to consider the following points:

1. Choose one or two promotion methods as the focus, and the others can be used as auxiliary promotions; choose the most appropriate promotion method instead of the most comprehensive one;
2. Develop detailed execution numbers, such as how many articles to post every day, in which sections to post, and which articles to pin to the top, etc.
3. Who will do it? It still needs to be implemented on the personnel, reasonable staffing allocation should be made according to the number, and a strict assessment mechanism should be established;
4. You will take the lead in the direction of the materials: by analyzing user needs, determine what kind of content will be published every day. If it is an event promotion, what is the direction of the copywriting? What forms of interaction are used with users (such as following WeChat, joining QQ groups, registering on the website, downloading and using)? wait
5. Data tracking: This is also very important. Through data analysis, we can observe the growth of new customers after each acquisition and which channel has the most new customers, so as to adjust the optimization plan in time. If it is WeChat promotion , we need to monitor the forwarding and sharing volume. If it is a hard advertising campaign, we need to monitor the number of clicks. If it is a soft article, we need to roughly measure the number of readers. If it is an article from a forum or BBS, we need to observe the interaction data, etc.

Conclusion

Through the above method, I believe you can quickly find the first batch of "seed users", but this is not the end, it is just the beginning. Your next job, which is even more important, is how to maintain this group of hard-earned "seed users", establish interactive relationships with them, and let them actively help you promote, ultimately from point to surface, this is your ultimate goal.

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This article was compiled and published by @何杨由(APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!