In this vast sea of ​​people, where are your target customers?

We know that the first step of operation is positioning, product positioning and crowd positioning. Positioning is equivalent to labeling users, and the combination of these labels can roughly tell us what our target users look like. But then the question arises: Now that we know what our target users look like, how can we find them quickly? This is also a question that confuses many operations partners. We often see people sighing on the Internet: Where are our customers in this vast sea of ​​​​people? Why hasn't the person who bought my stuff appeared yet?

Do you remember the episode on “A Bite of China” about fishing in Chagan Lake in Jilin? When I saw the scene where everyone's efforts helped to fish out the big fish from the lake covered by ice, I immediately felt it was spectacular. In the whole process, there is one person who plays a crucial role - the leader. He is responsible for a very important task in the entire team, which is to find the fishing spots. To put it bluntly, everyone will cast the nets wherever he says there are fish. If the judgment is wrong, all the work of everyone may be in vain.

This brings us to the "fish pond" theory that we are going to share with you today;

1. What is a “fish pond”?

The leader's judgment on where to set up outlets as introduced above is actually similar to finding our own "fish pond" in website operation. In contrast, we need to find the "gathering place" of our target customers and then cast our net there. Or throw in the "bait" we made, only in this way can we catch a lot of fish! To sum up, do the right thing in the right place, with the right people!

2. How to find the “fish pond”?

To sum up in one sentence: think from the fish’s perspective! Translated into our own language, it means you need to know what behavioral habits your target users have?

• 1) Online includes: what types of websites do you like to visit (such as communities, forums), what browsing behaviors do you have (such as consulting questions and answers, QQ group discussions, reading Moments, and browsing Weibo), how do you get answers to unknown questions (such as searching, asking questions)...
• 2) Offline includes: Where do you usually like to shop? What means of transportation do you often take? What activity center do you like to go to? In short, any common place you frequently visit (elevator, nearby restaurant, convenience store, even toilet)...

For example, if we are making health care products for the elderly, how do we find our own "fish pond"? This is where we need to stand from the perspective of the elderly and their children. Here are two ideas for you:

Idea 1: First, we can start from the needs of target users, then match the corresponding behaviors and find the "fish pond":

A. Care about the product itself: price, function, comparison, reputation, who has used it, whether there are any side effects... These questions are usually learned through search, Q&A, QQ groups, etc.

B. Horizontal product comparison: Shop around and compare similar products on the market in terms of quality, reputation, and price. The main methods include search, Q&A, QQ group communication, etc.

C. Obtaining unknown answers: If you are not familiar with the product, for example, whether it has passed the quality certification, whether there are any use cases, etc., you may search online, ask questions, browse the blog space of industry experts, etc.

D. Purpose of purchase: whether it is suitable for gift giving (whether it will lose face), or to honor parents... Most of them are done through search and Q&A;

E. User behavior and hobbies: like to participate in offline community elderly activities, listen to elderly radio, read newspaper news, exercise in the park, play cards with friends in the chess and card room...

Idea 2: Start from the user’s daily behavior, then reversely infer whether the needs are met, and then locate the “fish pond”!

• A. Search: When people want to learn about unknown things, they will have the urge to search, for example, what about health products? Are there any side effects after taking it? Are there other companies selling the same products? Then we can target this user group and increase our exposure in search engines, such as SEO keywords, using high-authority platforms to increase display, etc.
• B. Question and answer: When we are unsure about unfamiliar things, besides searching, the most common method is question and answer. Submit a question and everyone can answer it, brainstorm and get more direct ideas! For example, we can ask the above questions on the question-and-answer website.
• C. Discussion: When there is a problem, users will habitually communicate in the group or discussion group. For example, is it a good idea to give health care products to elders? What gifts do other members in the group give to their elders? What is the effect of taking XX health care product? ...So this is also a good "fish pond" for the sales of health products for the elderly;
• D. Visual: Such as video and print promotion, the purpose is to deepen the user's impression of the product, and in the long run, it can form a brand effect. For example, we can find some video platforms with very large traffic to shoot typical cases of elderly health products into MV advertisements, and then upload them to major video websites. If we have sufficient funds, we can consider cooperating with TV stations and radio stations, or we can print promotional advertisements and post them in places frequented by the elderly to increase exposure , which will not only increase brand exposure, but also relieve user doubts!
• E. Social : There are many online social platforms. The popularity of WeChat business has fully demonstrated the power of social forces. Not only does it have a large user base, but it also spreads quickly! The fan economy can even form a direction. Sometimes a recommendation from an industry leader is better than many other types of advertisements! The offline social circle is even wider. Different target groups have their own social circles. As long as we consider it from their perspective, we will get many such offline "fish ponds", such as senior activity centers and school communities!
• F. Experience: It is divided into online experience and offline experience. Online experience such as e-books, software and other virtual products are very common. Users have experience needs before purchasing. At this time, we find some high-weight software download platforms to submit downloads, trials, etc. Many products can be experienced offline. Health products for the elderly can be promoted through offline activities , and free trials can be conducted in communities.

To sum up, we can summarize the method of locating the target user fish pond into a flow chart, which is shared here for your reference:

Final Thoughts

The positioning of the target user's location and the positioning of the user portrait are equally important. Only when we find the right place will all our investments be meaningful and valuable, and our conversion rate can be better improved. Starting from the basic needs of human nature, we will locate the target users, and then starting from the daily behavior of human nature, we will locate the user's "fish pond"! This is the operational thinking that I want to share with you today, and it is also the greatest value you can gain from He Yang’s website operation notes!