Without bragging, I will teach you how to promote millions of users at zero cost [Part 2]

Benefits of scenario-based positioning

Even the research department doesn’t know which direction to go, and your operations colleagues don’t know how to make this thing better.

So how do we get a more detailed framework to do this? First you need to build a product usage scenario. Of course,

This product may have three, four or even five usage scenarios. In fact, it’s all OK.

However, behind each scenario, there must be a corresponding set of logic, rather than simply describing what kind of people your users are. This is extremely important. I must say it three times.

Especially for Internet products nowadays, many times, you can just focus on one scenario, but as long as your marketing positioning is clear, the product will be on the fast track.

Market Focus on Three Elements

Back to the market focus, what is good about this thing, I summarized it myself:

First: There must be users and demand.

Second: There is indeed such a scene. One is the scenario and the other is the user. One has people and the other has needs.

Third: When they consume and make decisions, they can influence each other.

This is why when I was promoting Matchbox, I took the campus as the most core point and made sure to use ground-based marketing to influence them. Why?

This is because the campus is a relatively closed physical environment. Students' usage and consumption habits are easily influenced by others.

When they are preparing to play something, they refer to each other very much.

And in line with the previous picture, when your market penetration rate reaches a critical point in a market, its natural growth is no longer entirely driven by you, and users will promote each other.

Leverage Effect

Then the next part is the leverage effect , which is what I just said. The marketing cost is not completely equal to the marketing expenses of the marketing department . Let’s recall the previous picture. When the market share reaches the inflection point, your marginal cost will begin to gradually decline.

Many times when we are doing something, we want to achieve big results with small efforts. So how do we achieve big results with small efforts? In fact, it is to reach the turning point in the market as soon as possible, and let the users influence and drive the rest. The user is always the best amplifier.

In addition, it is necessary to conduct early research on KOLs in the target market. Conquering KOL is always the first step in marketing. Why do I say that if I influence a key group, the effect will be very good if they share it?

Because they are larger communication nodes compared to ordinary people and can influence more ordinary users. Therefore, all our operational behaviors should revolve around this theme: how to find KOLs as early as possible, how to influence KOLs, and how to reach the market turning point as soon as possible?

It's not like I organize some fun activities, follow public opinion, catch some hot spots, rely on festival themes, or invest in some channels. That's not how operations work.

Then the responsibility of operations and marketing is more to inspire and mobilize users , and spread information to the most accurate and earliest seed users, or the core target group of this marketing.

Before the critical point, we are just spreading our information, and after the critical point, our users are helping us promote it.

I think this is an extremely important idea for the Internet, and it is the most important link in the path to success for Internet products.

By the way, this thing had a special name in the early years, which was the so-called viral marketing, and that’s what Facebook does.

1. Opinion reference effect

In addition, I think there are two effects that can be utilized, one is the opinion reference effect . This is easy to understand, it’s word of mouth.

When a user is making a decision, he will listen to other people's opinions and search, which is how we can make good use of word-of-mouth communication.

2. Display Effect

When you use a product, for example, I am playing a game, and the person next to me sees me and asks, what are you playing? This is another effect. If you grasp these two points, you can achieve twice the result with half the effort.

FaceU is a very good example. One of the key points it grasps is that it makes itself very pure, just a fun entertainment software. I am not optimistic about its social attributes at all, but it does a very good job in the filter part.

I have seen countless little girls taking selfies and then suddenly saying, "There's something very interesting recently, let's take a picture of it." I think it captures that. Online, people will post these pictures on Weibo and WeChat Moments, which also serves to showcase their reputation.

Using leverage (example)

1. Break expectations and provide novel experiences

First you have to break expectations and provide a novel experience. From a traditional perspective, if your courier knocks on your door and he is just an ordinary middle-aged man, what are your expectations? What do you expect from couriers?

Usually they are middle-aged people, but if a beautiful woman comes, it will be different. If a handsome guy with eight-pack abs comes, and he is a foreigner, it will be really different.

Like when we were doing exercise before, all the people doing fitness were using muscles, muscles everywhere, and I almost dizzy looking at all that meat. I used a little fat man myself, an animated little fat man, you haven't seen it, it's very strange.

It is strange that there are such products in the fitness category, but this exceeds the user's psychological expectations.

Another product like Kaikou is Kaikou, which is a product that I like very much. It is a product that allows everyone to debate and discuss a topic together. But what did everyone think of when they first thought of this thing?

It may be in a format similar to Tieba, but it is more displayed in a graphical form, or the decibel level is used to show your voice and how many people agree with your point of view. Using such intuitive things is different from the original expectation.

2. Create a knowledge gap

The second is to create a knowledge gap. In fact, to put it bluntly, it is to give users a reason to show off their superiority. I know this thing, that’s awesome. If you don’t know it, haha, are you stupid?

Like Xiaomi in the beginning, I think part of it was due to this. Of course, Xiaomi has too many methods. I attribute one of them to this group of Xiaomi enthusiasts. They will go out and tell people that this thing is cost-effective, have you seen a domestic mobile phone?

I can set up this thing however I want, flash it however I want, and make it any better.

Create a knowledge gap. I think the product "Zaixing" is very special. There will be a lot of people saying, "I made a date with a great girl and a great expert through this app today. He told me something very cool and I must try it."

It means that your product is cool enough and it can drag users to a position, a commanding height, where they can radiate their influence to people around them, and their desire to share will be extremely strong. I guess there are quite a few people sharing this on WeChat Moments, right?

3. Use low-frequency topics to post high-frequency topics

The third is to use low-frequency topics to post high-frequency topics, or use low-calorie topics to post high-calorie topics. What's the meaning? Here I would like to cite the example of a young boy selling powder, Zhang Tianyi. Zhang Tianyi is someone I admire very much.

I think part of his success lies in the fact that opening a restaurant or running the catering business is actually not much to talk about, but he posted topics like college students' entrepreneurship. In fact, everyone who opens a restaurant is starting a business, right? We are all running small businesses, right?

But when it comes to Internet entrepreneurship, people will jump out of his small topics and turn to look at his differences in those big topics. This will also satisfy the previously mentioned point of breaking expectations.

4. Blindly following and following the crowd

The fourth is blind obedience. When you put together the previous points, you will find that everything is under your control. Let me give you two examples. One is that you are walking on the road and you see someone looking up. Will you look up?

I guess he has cervical discomfort. But if there is a group of people lifting in front of you, you will definitely take a step back first and then look up.

In fact, many Internet users today, including ourselves, are like this most of the time. When you see something being flooded in your circle of friends, you will go and see it even if you don’t want to.

Does something like AlphaGo really affect the lives of many people? No, but talking about this, talking about machine learning and deep algorithms, it’s so awesome, and when the whole screen is talking about this, you have to talk about it.

So coming back to my case, what did I do?

Just like when I’m working on a new wave of marketing plans, it’ll be up next week. When I entered the campus, I not only did door-to-door sales and roadshows, but I also found a lot of classmates to share what I saw with them. They would share the dirty marketing stuff they saw.

Once his circle of friends is scanned like this, he has no choice but to come in. Therefore, for us, in our campus promotion, in addition to the conversion funnel at each step, we also pay special attention to the dissemination ratio of our promotional copy.

We will even take the initiative to run this event so that our users will be actively or passively bombarded with our copy.

The value of communities and KOLs

After talking about the above things, let’s bring up this: the value of communities and KOLs.

I strongly recommend that when you are preheating an early product, you must find ways to contact KOLs in your industry or those who can guide other people's consumption decisions, and find ways to get them to pay for it, or even invite them to use the product before it goes online. You must try every possible way to do this.

And let me share this with everyone, don’t be afraid that he will ignore you. It’s normal if he ignores you. If he pays attention to you, you will gain something.

How to find these people? Mobilize all the resources around you, everything you can think of.

Because in today's society, the six degrees of connection may only be reduced to three degrees, so it's very easy. Don't care whether you can find him or whether you will fail. Don't care about these things.

Nowadays, Internet entrepreneurship is no longer a purely intellectual-intensive industry. Sometimes it is a resource-intensive industry. You can control a lot of things in your hands, you have a great relationship with it, and it is exclusive on your platform. Your chances of success will be much greater than before.

I firmly believe that people in the market can help each other. I have many big brothers who have guided me along the way, and I would consult them when I encounter many undecided issues.

The fourth point I want to make is that when I don’t understand something or can’t find some people, I will post on WeChat Moments to find people who may be able to help me.

Of course, if I can help him even if he doesn’t ask, I will help him. This is the most basic function of working in the workplace.

Tips

1. Keep users and focus on retention

Many of the things I just said are actually very much about attracting new customers, but in my opinion, defense is more important than offense . My own Lianlian product attracted a huge number of users at once, but to be honest, they all left in the end. In my opinion, for early products, the earliest, seed-level products, attracting new customers is more important than retaining them.

But when it reaches the so-called angel level or is slightly more mature, retention becomes more important than attracting new customers. How to make them more comfortable? How to use operational means to mobilize them to participate in activities?

How to evaluate some key attributes or give them some benefits, add some new functions, and mobilize them may be far more important than attracting new customers.

And if we serve them well, they can become important nodes of self-propagation. Although I talked a lot about attracting new customers today, I personally think that defense is more important than offense.

2. Team Management

In addition, if you are a team head or the founder of a company. In fact, I think we should not focus all our attention on the specific execution of this matter, or develop many new ideas there every day.

Instead, I suggest that no matter what, you should spend some time on expanding or updating your team. This does not mean that I must recruit people, but many times, it is very important to share with everyone, organize everyone to participate in such activities, organize internal training, improve management efficiency, etc.

This includes spending a lot of time on recruitment. A team head can completely avoid using HR resources, but instead build a stronger team through the power of colleagues or offline.

Because I suffered a lot from this, I hired a few colleagues who had just graduated, and their personalities might not be suitable, but I was reluctant to fire them.

In the end, I found that I was doing everything and I didn't have the time to take the company to a higher level. So this is also some advice for everyone.

3. Tool selection

The third point is the choice of tools. I think that if you want to do your work well, you must first sharpen your tools.

There are many tools now, including tools for operators. Everyone must be good at using them. For example, when monitoring apps, even if you don’t like to use them, you must develop a habit of using them as much as possible.

4. Sharing and communication

The last point is that I would like to call on all my colleagues in operations to learn from each other and organize more activities, sharing sessions, and offline gatherings.

Then make use of each other's strength, because now in Internet entrepreneurship, it is not just one company fighting each other. Everyone is pulling a group of people here and a group of people there to fight each other. It's all group fights, it's all like this.