The difference between primary and advanced operations: one trick can achieve twice the result with half the effort
|
I once had the following conversation with a reader: Reader: Brother Liang, why did my activities have no effect? Brother Liang: What kind of activities did you organize and which customers were they targeting? Reader: Well, I organized a photo sharing event. We mainly sell engineering vehicles to the B-end. This conversation is almost a true restoration. At that time, I really wanted to say: As a person who makes money for a company, why are you engaging in a personal user activity of posting photos? ! I think everyone has encountered similar things. There is a serious problem here: I want to do something that is user-oriented, but for this thing itself, have I found the right users? Whether or not you find the right users is just a statement; there is a huge logic behind it. The logic is, have you found the part that users care about most? You can call it the "pain point", "itch point", or something else, but first you have to know how to find it. How to find users ? When you are thirsty, if someone hands you a glass of water, would you feel it is thoughtful? When you are thirsty, if everyone else is giving you cookies or chocolates, but someone is giving you a glass of water, do you feel that this person is different? When you are thirsty, if other people are handing you biscuits and chocolates, and keep praising you for how delicious the biscuits are and how exquisite the chocolates are, would you feel annoyed? But if at this time someone hands you a glass of water without saying anything, would you remember this person? This is "precision". Sometimes, it’s not that you didn’t do well enough, but that someone did better than you, so he got the user, and you might be deducted points in the user’s mind, and sometimes, the user will even refuse your service from then on. Sometimes, we should not deliberately think about how to create gimmicks. What is more important is to know what users need most. Working hard on this point will achieve twice the result with half the effort. The premise of finding users is to be able to accurately understand them. I use the following picture to represent users in different life cycles: For users at different stages, we should consider different points: Potential users: encourage them to understand the product and guide them to complete the first use . Light users: find out their pain points and solve them, and increase their activity and usage frequency from the operation side . Medium users: maintain their usage habits, find out their pain points and solve them as a priority, and increase their activity and usage frequency from the operation side . Heavy users: provide active care, try every means to meet all their reasonable needs and encourage them to pay (if there is a payment mechanism). Paying users : only four words: breadwinners. Lost users: try to win them back, but they have the lowest priority. This may not be obvious enough, so let’s take a customer service center’s strategy for treating users of different levels as an example: Key customers: key personnel of Class AB group units, diamond card customers, and gold card customers, the processing time limit is 8 hours; key customers: key personnel of Class C group units and silver card customers, the processing time limit is 24 hours; ordinary customers: processing time limit is 36 hours Key areas: holiday support, major social activities support and other phased key scenarios, processing time limit 8 hours; key areas: party, government, military, transportation arteries, commercial areas, key universities and other 7X24 hours all-weather key support areas, processing time limit 12 hours; general areas: processing time limit 36 hours It may seem like these strategies are exclusive to call centers, but in fact, they can also be used in operations. In fact, this is a PPT from a telecommunications operator that was picked up from the Internet, so it is obvious that the user pain point in this case is "ensuring smooth communications." For my subscription account , the pain point of readers is whether each content contains valuable information and whether it can help them. What I want to solve is "even if not every article is useful to everyone, at least most of the content is of some use to most people." Understanding user pain points is often a prerequisite for finding the right users. As for the issue of "finding users" itself, many people have talked about it. Including how to find seed users and how to find more users. For example, to find seed users, you can find them in person, by email, or by targeted invitation. You can use any method as long as you can find people who are interested in your product, willing to share and give suggestions. Linkedin's seed users are attracted offline, MySpace's seed users are fans of rock bands, and so on. Zhihu initially invites registrations to accumulate high-quality content and high-quality users, and then opens up to include a large number of users. There are so many ways to find users, but the most important thing is that you must first know who you are looking for? For example, why did Zhihu choose entrepreneurs as seeds in its early days? For example, why does Sina Weibo use celebrities as seeds? There are reasons for this: Entrepreneurs have the most questions, covering a wide range of fields; celebrities are born with followers, so one person can attract the attention of hundreds of thousands or even millions of people. So, what do you do, what kind of users do you need, what do these people care about, and where do they hang out? Only by solving these problems can you find users. How to know if you have found the right one? Just finding it is not a problem, the problem is, how to know if you have found the right one? For a media account, the right criteria are how many people will read what you send out, how many people will agree with your content and like it, and how many people will share it with others. For an e-commerce website, the right criteria are whether these people visit frequently, whether they place orders, whether they will repurchase, and whether they rely on the products and services you provide. For an App, the right criteria are whether it will be downloaded, whether it will be installed after downloading, whether it will be opened after installing, whether it will be registered after opening, whether it will stay, and whether it will be active for a long time? If you organize an event, let alone participate in it, will users come to take a look? These are the criteria for judging. If you find that you have spent a lot of money and effort, but the "users" do nothing after they come, or their behavior does not match your operational expectations, you should stop and think about whether your user group does not match or you have chosen the wrong target. In fact, although some people have said before that the definition of a user is someone who is crazy about you and pays for you, it is obvious that this is not the case. Madness and payment are the distinctions of the user's contribution to you, not the criteria for judging whether the user is right or not. Of course, if you find the right users, they go crazy for you and pay for you, it is actually a matter of time. It is like falling in love. If you find a boyfriend or girlfriend, but you don’t even have a common language and can’t talk to each other properly, then you may have made the wrong choice. It has nothing to do with the degree of falling in love. What if I find the wrong one? Unfortunately, nine times out of ten, life is not as we wish. Therefore, the possibility that we have found the wrong users is actually very high. The activities will target the wrong user group and the products will target the wrong audience. When this happens, please stay calm. Then analyze where the problem is. Either the channel for recruiting users is wrong, or the understanding of needs is simply whimsical. At this time, you need to try more channels to recruit users, and try to judge the introduced traffic more quickly, which users are the ones you really need and which are not. If you find that the target user is already in your pocket, you need to complete the conversion faster, follow his needs, and take corresponding actions. Whether it is content or activities, you should use them to quickly verify whether the acquired users match your expectations. If there is a match, continue to attract users from these right channels using the right methods. If there is no match, repeat the channel screening and drainage actions. Pay attention to details In many of my articles, I have emphasized details. This is the difference between a junior operator and a senior operator. For example. An App decided to mobilize its internal employees to actively create content through bonuses within 3 days of the App's initial launch , in order to create a more enthusiastic community environment for external users. The purpose of this matter itself is to retain new external users and encourage them to be active by creating a community atmosphere. However, if the operator's approach is incorrect, it can easily lead to internal users flooding the app with invalid content in exchange for bonuses. So, details are very important. For operations, as long as one detail is not taken into consideration, a good thing may turn into a bad thing, and a small thing may turn into a big thing. Those who have experienced it know what I am talking about, 233. Having said so much, there is actually only one way to improve the effectiveness of an event: find the right users and let more matching people participate in the event. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @张亮-leo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
<<: CEO of Jiayuan.com: How to operate an app to gain hundreds of millions of high-quality users
>>: Xingping SEO Training: What is spider pool? What is the use of Baidu Spider Pool?
Recommend
Channel promotion for APP user growth!
A successful app always relies on user growth. If...
Ten thousand words of practical knowledge | The secrets of UGC operation are all here
Today, let’s talk about UGC. UGC is not a tool pr...
How to place, operate and optimize Toutiao ads?
The first step in Toutiao advertising: understand...
Reviewing TikTok: How to achieve user growth?
There are many articles about how TikTok reached ...
LinkedIn Global Vice President: The growth process from 0 to 500 million users
I joined LinkedIn in 2011, and since then I have ...
Is Shenzhen under lockdown in 2022? How many days will it be closed? When will the blockade be lifted? Attached the latest news
Recently, my country's local epidemic has spr...
What is the reason why the WeChat mini program failed the review? What should I do if the WeChat Mini Program fails the review?
Q: What is the reason why the WeChat Mini Program...
Practical tips + cases | 3 ways to double event revenue!
Recently I have been thinking about a question: f...
Fan Xiaoshi short video course + e-commerce course, the dry goods content of short videos [video course]
Fan Xiaoshi short video course + e-commerce cours...
Guide to information flow placement in 5 major industries: channel strategies, advertising formats, and creative routines are all included!
Nowadays, mobile programmatic advertising is expe...
1 Gu Ailing = 100+ popular headlines?
The hot topic that marketers are paying attention...
【Yaoyao short video】Natural flow short video tutorial
【Yaoyao Short Video】Introduction to the natural fl...
How much does it cost to customize the Heihe course mini program? What is the price for customizing the Heihe Course mini program?
There are two types of customization of Heihe Cou...
How to attract user traffic and trigger social communication?
Today’s topic is how to ignite social communicati...
Short video operation: VLOG "script" writing guide
“You just need to master the vlog method You can ...