Get these six points, attracting seed users will not be a problem

After everyone has experienced the first three tips on how to attract seed users (click to view), let’s talk about how to use the next three points.

Article Outline:

1. Depend on fate

2. Know how to leverage

3. Activities

4. Learn to disguise yourself

5. Event Marketing

6. Details determine success or failure

The first three points are described in the article "If you can handle these six points, attracting seed users will not be a problem (Part 1)", which you can check for yourself. So, let's start directly from point 4.

4. Learn to disguise yourself and attract target users

1. No matter what you look like, you must understand what your users look like.

There are a lot of useful posts online that describe user portraits and operational experiences before the product is even released. But the bottom line is: you need to have extremely high insight into this industry. I know that I am not such a far-sighted newbie yet, so I can only spend time to understand my users first, and then work on specific operational methods.

For example, the product I participated in operating: Yuanyintang - a two-dimensional music platform. At the beginning of the product operation , we read a lot of research reports, analyzed the explicit and implicit characteristics of the two-dimensional people, and started to hang out on Bilibili every day, competing with elementary and middle school students (here we just refer to their age) in QQ groups to show off their IQ. Gradually, we figured out the rules of the game in this circle, and also knew where they usually get information, how to communicate, how to expand their circle, and how to entertain themselves. This will be of great help to our subsequent event planning and operational strategy.

2. It is important to note that understanding and being familiar does not mean defining or labeling any group of people.

When formulating operational strategies, avoid defining and labeling. This is of course the simplest and most effective way. But the definitions and labels you put on others will also limit your decision-making. Being overly concerned with labels may be detrimental to the control of small details during actual operations.

For example, if the two-dimensional population is defined as young people aged 18-25 who like to visit Bilibili, follow anime, are game fans, and like cosplay, then my operating strategy will be carried out based on these definitions. Maybe I will make an effort at game exhibitions, coser exchange exhibitions, animation copyright companies, etc. However, the users who really have the purchasing power are probably the older anime fans, the ones who started with Dragon Ball, Naruto, and One Piece, and also play the Famicom. Then the definition here would be too precise, resulting in the overall user base being younger during the early stages of accumulation, and the spending power being insufficient to support the company's profitability requirements. Of course, this is all a story for later.

3. When planning an event, do the opposite.

When doing activities, I strongly recommend defining and labeling them. This will positively contribute to the purpose of an event. In short: don’t be too specific in your strategy and don’t be too vague in your tactics.

A lot of space is devoted to introducing how to truly understand the user group, because this is the most error-prone part of the fourth point in practice. Then after understanding them, all you have to do is "disguise" yourself as them. Recommend, introduce and operate this product from an insider's perspective. Thereby attracting some like-minded people. This group of people are often very loyal and more likely to accept your products.

5. Try event marketing

Event marketing is probably an operational direction that everyone wants to try, but many people dare not try. There are also specialized advertising planning companies in the market to do this. Often, success or failure depends on the degree to which public opinion is guided. At this time, the KOLs accumulated previously can play a significant role.

Not everyone has the copywriting of Durex , and the design of Weilong and Coconut Juice. So how do we grasp event marketing in our daily product operations?

First of all, I think it is necessary to have someone who has a strong sense of the Internet. What's the meaning? That is to say, he can know what netizens like and what everyone is paying attention to, so as to produce some high-quality guiding copywriting or event planning, which serves as a fulcrum for subsequent promotion and dissemination. Of course, this is definitely a collaborative thing. He alone is not enough. But his keen sense of the Internet world is the foundation of our event marketing.

Secondly, when planning and promoting, you must be clear about all possible ways of "hype", whether to cooperate with an experienced advertising company or with KOLs you already have connections with, whether to do public publicity or indirect and euphemistic promotion, and what to do if malicious attacks from competitors' water armies or ignorant keyboard warriors appear in the middle. All of these possible situations need to be taken into consideration.

The last and most crucial point: control the direction of public opinion. How to do it specifically depends on the specific situation.

6. Details determine success or failure

The last point is that in the early stages of accumulating seed users, we need to know why they come and what we should do after they come. The latter needs to have a direction, which is the importance of our previous strategic formulation. Why do we say that details determine success or failure? Before any measure is completely successful, you must have a plan B. Don't think that this is a waste of time. You don't need to do it in great detail, but you must think about what to do if things don't develop as expected.

The above six points are some immature suggestions I, a novice operator, give on attracting seed users.

As the saying goes: A PM who can’t plan is not a good operator. There are many methods, but there is only one purpose: how to make more people like you, accept you, and fall in love with you. This is the same as a person in society. If you put yourself in their shoes, it must be the same when it comes to seeking attention in the product industry. Finally, I wish everyone can go to Nasdaq to ring the bell, and welcome to communicate.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @余小味 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map