How can we find the precise users of our products, deliver advertisements to them, and achieve a higher conversion rate? Let Sister Xiaomi tell you! This is a long article, you can skip the previous part and go directly to the method. Last year, China's mobile Internet users exceeded PC Internet users for the first time, marking the arrival of the mobile Internet era. Faced with such changes, most people feel anxious and afraid. I also deeply feel the impact of mobile Internet on my life because I spend most of my time every day looking at my phone. This change has become a trend, and we should embrace the Internet and learn how to use it. During a sharing session at the Founder’s Club, I met Mr. Guo. As is my habit, I gossiped about him a little and then got down to business. He has a background in information science and has a strong ability to analyze information and see the essence through phenomena. He mainly does investment and will invest when he comes across a good project. He has his own consulting company and is also a consultant for several listed companies. I really like listening to him speak. He has unique viewpoints and sharp language, yet he is sincere and humorous. The several points he shared in that issue were about how we can find our precise user group in the mobile Internet era? How to make more people know you and trust you? How to bypass Baidu and get a large amount of sticky traffic at a very low cost? I think the secret to success on the Internet is to be able to obtain large amounts of sticky, low-cost traffic. I recently watched the Entrepreneurship Clinic column on Youmi.com, and there was an issue about Yishang.com. (This website may no longer exist) In the first two years of its business, Yishang.com did not invest in Baidu and had a monthly income of over 100,000 yuan. After its business was doing well, it was targeted by Baidu. However, because it did not invest in advertising, its keywords were bought by competitors and it suffered heavy losses, making its business difficult. Being unable to get around Baidu is a pain in the hearts of all Internet entrepreneurs, but if you can't get around them, you can't succeed. During the market research process, the CEO of a company said: Baidu is like smoking opium. You know it will cost a lot of money and a lot of it will go to waste, but you will feel uneasy if you don’t invest. You can only spend money to buy peace of mind.To some extent, in the entire ocean of the Internet, Alibaba and Baidu are actually traffic dealers. They have created their own positioning on the entire Internet. Baidu is search and Alibaba is online shopping. Alibaba and Baidu have actually placed a large number of advertisements on the Internet, using various influences to attract people in need to their platforms. We all know that the main income of Taobao and Baidu comes from traffic. The cost of purchasing traffic from these platforms is extremely expensive, and once you rely on the traffic of these platforms, it is like drinking poison to quench thirst and you will be forever kidnapped by the platforms. Not to mention the need to recruit a team that is very proficient in the platform's operating rules, and is also subject to the costs of talent training and attrition. Therefore, it is necessary to establish traffic channels that you can control and take control of the destiny of your own brand. So how can we bypass Baidu and Alibaba and get large amounts of sticky, low-cost traffic? The following method is based on a premise, just as Mr. Guo said, you must have a good product. I think any marketing method is just a matter of method and approach, and good products are king. First of all, there is nothing wrong with your product. It’s just that the problem occurs in the marketing process of making potential users know about it and gain trust in it. The sentence just now should be said like this: The secret to success on the Internet is to have good products and be able to obtain large amounts of sticky, low-cost traffic. The following content is organized by combining what Teacher Guo said with my own understanding.1. Two key words in Internet marketing: knowing and trusting Your biggest anxiety on the Internet may be how to make people know me and how to make people trust me. Therefore, there are two very important keywords in Internet marketing: know and trust.These two things determine the entire cost of the Internet. We do SEO, promotion, and keywords on Baidu in the hope that people will know about it; we do through trains and hard advertising on Taobao in the hope that people will know about it. We made the page description very nice and put the various certificates we obtained on our website, hoping to gain people's trust. All these actions are intended to let as many people as possible know about it, so that those who know it will believe it more. This is a core point. Therefore, when we do marketing and the Internet, we must focus on these two points. When we are doing marketing, we always consider one question: where does our cost go? Just spend money to buy traffic on this platform. So how can we obtain first-hand traffic at a very low cost? In other words, how do you find people who match your products and then place the ads in specific places.2. How to find your precise user group?1. User portrait I have asked some business owners or marketing managers, do you have a portrait of your users? Can you describe your users accurately? They answered female, 25 to 30 years old, without giving me more accurate information. User portraits are about what kind of people your users are and what characteristics they have. For example, her occupation, zodiac sign, hobbies and interests, and income distribution area are the big framework. Going into more detail, we can find out what brand of cosmetics she usually consumes and how much she consumes; what websites and channels she usually visits; who her favorite stars are; what color clothes she likes to wear; and what brands of clothes, cosmetics, shoes and bags she buys. A lot of information points will present a very clear picture of a person. You can set up a lot of information collection points, then conduct your user questionnaire, and finally classify the users. When we roughly know what kind of people our users are, this is a type of people.Examples: I have a student who makes computer stands. The bracket is not fixed, the angle can be adjusted. Actual situation: Although the annual sales volume was over 10 million, he said he did not make any money because all the money was spent on the through train and he could not raise the price. Because anyone who searches for this bracket will compare and find the store with the best price-performance ratio to buy it from. His current confusion is that this product is good but cannot be sold at a high price, and it still requires a lot of money to advertise. So I gave him an idea that we should first create a user profile for our product. A simple user analysis portrait: Who uses this bracket? I said: I don’t need this bracket, what should I use it for? Only people who work in front of the computer for a long time need to adjust the angle. He said: Designer. I said: Look at the designers who may search for this thing on Taobao. First, they are working part-time workers. They understand this thing and they have to consider the cost-effectiveness. The second reason is that it is difficult to find a group of designers. In addition to designers, there is another type of people who also use these things and focus on futures trading. You know, futures traders need to watch the market. They not only look at the Chinese market, they also look at the New York market. The working hours are very long, 16 or 17 hours. Sometimes these people have several screens in front of them to watch various indexes, etc. They are your best customers. First, you spend a very long time in front of the computer, and second, you have money. So after we draw the user portrait, where can we find such people?2. User Group When we fish in the sea, fishing boats don't just cast their nets when they see the sea. There is a cost for each cast of the net, so you will lose money. He must find a school of fish that is full of this kind of fish. One net may catch 100,000 fish of one species. Otherwise, there will be fish and shrimps, a mess. This amount of stuff is not enough for you to sort out. The money you make from selling them is not as much as the labor cost, right? When we advertise, we must find our user base.Where is this group? We have QQ groups, WeChat groups, WeChat Moments, etc. Let's think about it in more depth. Sina.com is a super large group. A channel in Sina.com is also a group. For example, celebrity gossip is a channel, and this group is for people who like celebrity gossip. If we divide it more deeply, every post in the channel is also a group. For example, I would never get involved in Faye Wong’s divorce. What does it have to do with me? But there are those who support and those who curse. Anyway, the people who are interested in this topic are either fans of Faye Wong or fans of Faye Wong’s mortal enemies. "Tiny Times" is such a bad movie, but the box office is so high. These people are fans of Guo Jingming. Millions of people went to see the movie regardless of what it was like. So sometimes you have to know how to bring these people together. After we had the group, we considered how to put advertisements in the group. I will use QQ group to describe it. This group is an outdoor activity group. The people in it must be those who like this activity. If some advertisements for outdoor products, outdoor club activities, or related products are placed in it, then its forwarding rate must be very high. For example, if you are selling maternal and infant products, there are many such mothers’ groups where mothers who have given birth get together to discuss how to raise children. There are also some parenting forums, such as Babytree and MamaBang, which have many topics and each topic has many discussions on related content. The customers are very precise. I have a student who is in the health care product business. Where is the group for health care products? Although those old ladies who dance square dance do not usually go online, they are on QQ. They have a special group for square dance. Everyone exchanges songs and moves and sends a video to watch. In fact, they are basically in a linked state and everyone is in the group. Forget about those who don’t go online, they are not what we want to talk about.3. How to obtain first-hand traffic? I found a problem. What will happen when we place an advertisement for the first time? Kicked out. Generally, advertising is prohibited in high-quality groups. If you post an advertisement, you will be kicked out immediately. It is estimated that there is only one chance to show it, and before anyone can see it, it will be drowned out by the screen. So how do we find the group for our product and place ads in it? And we need to consider how to do it in a long-term and sustainable manner to influence these high-quality users. If you can do this, you will find that you have actually left the platforms of Alibaba and Baidu, and you have found first-hand traffic on the Internet. Traffic has a cost, but this cost must be the lowest. Then we realize the concept of the group.1. Three types of people in the group: group owner, experts, and active members There will be three types of people in this group, the group owner. He founded this group. He opened this mountain and planted these trees. The group owner is the most powerful boss. expert. There must be groups with various topics. There is a type of person who is an expert. He is a very important knowledge contributor in the group. Without him, the group will not be lively. It is also possible that the group owner is the expert. Generally, experts will create a group. Sometimes, if the expert’s level is not good enough, they will invite more powerful people to come in and be experts. Activist. Active elements are those who jump around, are familiar with everyone and are very active. They are neither experts nor group leaders, and because they have few resources of their own, they just want to get people together.You can see that any group has this characteristic. Those without this characteristic are called dead groups. There is no use advertising among a group of dead people. This group recommends that everyone think about this: if I want to place an advertisement for my product, or if I want to get traffic from this group, is it best to find the group owner? It’s okay if the group leader doesn’t want to find an expert, because if the expert puts up the advertisement, the group leader won’t have any big objection, because it’s embarrassing, and this is an important value of his. The next best thing is to find active elements, but these three types of people can guarantee one thing, that is, the advertisement can be placed, while other advertisements cannot. The easiest people to find in a group are actually active people. The characteristics of these people are that they like to express themselves, are very active, have high emotional intelligence, and are popular.2. How to place advertisements in the group? Then a big problem arises: how can I put advertisements on your site and still take away your traffic? This is a big problem and a difficult issue. We need to design a technique to add up all the users in this group. Do you think it’s okay for me to just go into the group and add them one by one? This is a stupid idea, but many people do it. After you add him, you find that it is useless and he is very repulsive to you. If you put up a little advertisement, he will delete you immediately because the relationship between you is a very weak. Second, your cost is very high. The total cost is very expensive. If you don’t believe me, try adding it up. The key is to get people who have this need to add you. But how does he add you?Method 1: For example, if you want to promote your early childhood education courses, you can find some group owners or active members of the 0-6 year old mothers communication group. These people are also very averse to advertising and are not willing to forward obvious advertisements.So it is necessary to design articles about parenting knowledge well. Just put a QR code of a parenting expert at the end of the article. People who are interested in parenting will add you actively, saving time on identification and screening, and communication will be smoother if the other party adds you actively. All friends who actively add you are basically accurate users, and the conversion rate of directly sending advertising information at this time will be very high. This can be done through WeChat grouping. Please ask the group owner or active members to help forward these parenting knowledge contents. They will be rewarded according to the number of article readings, for example, exchanging the number of readings for some maternal and child products. Generally, group owners are happy to cash in on their surplus value. At the same time, articles with a certain degree of professionalism and without obvious advertising traces will add points to the group and increase the activity of group users. This is a win-win situation.Method 2:You can also participate in many offline activities, such as picture book reading and parent-child activities. When you attend such an event, add all the participants using WeChat. Many people have WeChat Moments, which is different from QQ groups and cannot be searched. You need an invitation. If you have a good relationship with them, everyone will be willing to pull you into the group. Make an agreement with a friend who is very active in the group and ask her to help you post articles. You only need to reward her according to the number of article views.Other methods: You can also select active people from among those who purchase your products, and ask them to write down their experiences and attach pictures. Women love to share, and if they can earn gifts while sharing, they will be even more motivated. In addition, you can also acquire other people's existing users. For example, if you are providing early childhood education courses, you can cooperate with baby swimming institutions. They already have a certain number of fans, and your users have a high degree of overlap. In addition, some famous parenting experts invited her to give lectures and help share some parenting articles, and paid her according to the number of views. The accuracy of her fans is very high, the conversion rate is high, and the marketing cost is very low.Examples: Continuing with the above case, I didn’t need to teach him at this time, he immediately understood the futures groups and stock groups on the Internet. He said: How can I find it if I don’t trade stocks or futures? I couldn't say a word when I went in. I told him that there are three types of people in this group: group leaders, experts, and activists. Which one do you think you can be? Because he is active, I considered being active. He shared a little experience with me. He added a lot of WeChat groups of people who trade futures, and then sent out red envelopes crazily in these groups. You see, people in the futures groups must be rich, very rich people. If you treat them to a meal and spend 10,000 or 20,000 yuan, they will not take you seriously, so you can't compete with these people for wealth. I said: You must show yourself in areas that they are not familiar with but that you are good at. The rich have just started using WeChat and find sending red envelopes very interesting. Do you think these people are short of this little money? In some of our groups, we gave out 1 yuan or 1 cent, and people were very happy to grab them. People always feel superior when they have more than you. If you grabbed five dollars in this group and I grabbed 15 dollars, I would have a strong sense of superiority and I would have a good impression of you. This student sends out red envelopes in every group. Each red envelope contains more than a thousand yuan. Many people grab red envelopes. Everyone thinks that this group has a lot of red envelopes and has a special favor for them. Everyone adds him. This guy adds people crazily. He creates several WeChat accounts and adds a bunch of people. At this time, he puts the advertisement of his display on it. How high is the conversion rate? More than 50%. Buy one for each additional person, how scary.Summary: From what I heard from him, I realized that you must have a good product, which is a prerequisite. Then create a portrait of your user group. The more specific the better. Find the precise user group and fish in the school of fish instead of in the sea. Regarding product advertising, we cannot directly place hard ads. We need to write good, high-quality copy, attach advertisements below the copy, find group owners and other active people, and let them share the articles for a fee. This is a win-win situation. Also, Mr. Guo is not optimistic about Wechat business at this stage. Although he talked about many marketing methods, he thinks it is better to go to Taobao for real transactions, which is more reliable. I was deeply shocked by what Mr. Guo said. In the era of mobile Internet, everything we do is to let others know you, trust you, and then choose you. It would be best to bypass Baidu and Alibaba, so that you can get large amounts of highly sticky traffic at a very low cost.
