CEO of Jiayuan.com: How to operate an app to gain hundreds of millions of high-quality users
| For current Internet startups, when is the right time to build channels on a large scale? If you want to build channels on a large scale in subways, Focus Media, buses, cinemas, etc. First, you need to have a certain user base and obtain a large amount of financing (at least 10 million US dollars, Round B). And when you are trying to increase market share and popularity, the product's indicators must be healthy. If the conversion rate can't keep up, the investment will be in vain. What is the most important thing for every marketer to spend the most time to understand? Marketing people also need to pay attention to the word count. The word count here refers to the actual number, not the number of likes. A lot of likes only means good reviews, not necessarily popularity. In a word, if the marketing people themselves do not approve of the product, then they do not approve of the company's genes. They should leave the company as soon as possible to avoid hurting others and themselves. It is of utmost importance to clarify the positioning of the product and the target group. Every product has its own fixed group of people. The so-called rigid demand refers to solving the needs of this fixed group of people, not a universal demand. The next thing to consider is where are the users? In the early stage, you can promote functions, in the middle stage, you can promote popularity, and in the late stage, you can promote reputation. In the early stage - functions. When a product is just launched, the user base is still relatively small and not well-known. What users care most about is what problem your product solves for them. At this time, you need to promote functions and use the media to show the users' biggest pain points. For example, the Maimai app that has been advertised recently. The whole article tells users what he does, which is to build connections in the workplace. This is a rigid demand. Everyone in the workplace needs connections. This is a rigid demand. Maimai helps you solve this problem. This is early stage marketing, and the focus is on functionality. Mid-term - awareness (the timing must be right) Let's look at Jiayuan.com again. As a 12-year-old company, we already have more than 100 million users, and the penetration rate has reached a certain level. At this time, it would be a bit of a loss to add more features, because advertising costs money. It's just a matter of investment and what is needed at this time is to increase awareness and reputation. So when is the best time? There is no doubt that everyone has experienced it, going home for the Spring Festival and being forced to get married. Normally, everyone seldom watches TV. They stay online. I estimate that it is good if they can watch it 1-2 times a week. But there is only one exception, which is the Spring Festival period. Everyone wants to reunite with their families. Our parents are TV people. At this time, you have to watch TV and chat with your parents more or less. Then you are a part of the TV group. If you run TV commercials at other times, your parents will see them but cannot force you to watch because they are not around. They can only watch through the phone, which is much weaker. It only works during the Spring Festival. People are right next to it and they are watching it on TV. This is the so-called scene superposition effect. In 2014 and today, everyone has seen that dating websites are advertising during the Spring Festival. This is what it means. So are other off-line media useful? There is one thing, but I believe that you are all practitioners and know which media are declining and which are thriving. For radio, paper magazines, newspapers, etc., the audience is gradually decreasing. What is constantly strengthening is Internet media, especially the so-called new media. Later stage - reputation (supporting users) When launching the campaign, everyone actually does one thing, which is to use various methods to push users towards the end. That is, to lead the user to the place where the product can be truly obtained. Generally speaking, these will give users an impression in their minds and let them know what the product is for. Then, the user's normal behavior is to go through various channels to read the introduction of the product and try it out. The channel media are mainly search engines, various navigations, and app stores. In the PC computer era, search engines and navigations were the main ones. In the mobile Internet era, there are various app stores, which are considered a feature. Users at this point already have some impression of your product. They have already come to the Internet. So what do your colleagues in charge of traffic marketing need? It is to deploy channels to carry these users, which is also called support. The marketing failure of Hammer phone lies in that: pig-like teammates will only make it cheaper for competitors! Marketing is generally done by different departments in each company. Of course, the larger the company, the more detailed the division of labor. It would be very bad if these departments don't cooperate well with each other when marketing products. For example, the brand promotion department put out the advertisements or the public relations department contacted major websites and media to publish soft articles, but the traffic operation team did not buy search keywords before the promotion, or did not buy navigation positions, or did not put the product on the App Store and buy promotional positions. That would be terrible. Not only would you be wasting money, but your competitors might also benefit. There is a case, which is not from the Internet, but it can also illustrate the problem. That is the Hammer smartphone, a typical example where external non-Internet media and publicity were released, but the channels that carried it did not keep up. In fact, Hammer’s brand and public relations team are very powerful. The movie Under the Dome that was produced a while ago was greatly assisted by the Hammer team. Their products have coverage and are well-known enough, so users see them and want to buy them. As a result, users found that the Hammer phone was nowhere to be found in any store, whether it was on the Internet or offline in second- and third-tier cities. The stores on the Internet, mainly Taobao, Tmall, and JD.com, were all occupied by major mobile phone manufacturers. In other words, the channels should be as wide as possible so as not to leave any users behind. Of course, there will be a cost control issue, that is, ROI, the return on investment. The boss will not spend money without limit. When it comes to the Internet, there are numbers to base our decisions on. Different traffic channels will be marked with different channel labels, and then it becomes simple. It’s nothing more than looking at the various conversion rates to see if they meet the requirements. In comparison, the coordination between departments in the process from unfamiliar users to recognized users is more troublesome. Because there are no figures to rely on when the upper and lower departments are connected, they can generally only use indicators such as coverage rate and number of people covered for indirect evaluation. This is also where there is often confusion between departments. Which channel can acquire the highest quality users? The quality of various channels varies, and everyone hopes to spend the least money to get the highest quality users. The experience here is that the closer the users are to the entrance, the higher the quality; the further vertical they are, the lower the quality. What is entrance? These are the users I mentioned earlier, such as search, navigation, and app stores. In terms of enterprises, they are Baidu, 360, Tencent, and Sogou. What is a vertical channel? That is, their own users are also purchased, and only users who have a certain understanding of the Internet will use them. Novice users will not use them. For example, various video websites, forums, reading websites, alliances, etc., most of these are search results first and then diverted by novices. It is difficult for them to become your accurate users. The mobile version is similar. Why do channels like offer walls acquire the worst quality users? Users who download your product through the points wall are not interested in your product at all. They just download it to get more points so that they can play games or do other things. They may not even be your target users, so of course the effect is poor. This is what I mentioned at the beginning. If you are doing marketing and you don’t understand where your users are and you just randomly set up channels, your boss will definitely fire you for wasting money. For example, when I first arrived at Jiayuan.com, someone asked me, "Mr. Wu, do we want to pre-install mobile software?" I said you can get out. What products can be pre-installed? Only those products that are universally applicable and will be used by everyone are suitable for pre-installation. They will open the product only after seeing it, and will use it after opening it, and then they can become your users. Jiayuan.com is a very vertical product, only suitable for singles and people who are not averse to dating products. It is not a universal product. It is pre-installed to show off the money. First of all, pre-installation is a very complicated industry, involving four links: mobile phone manufacturers, solution providers, distributors, and stores. Each link has the right to pre-install, and conversely, also has the right to disassemble. When I was at Kongzhong, I dealt with these pre-installation personnel for more than three years and knew the ins and outs of it well. My experience is that if it is not a common application, you should never pre-install it. Of course, if you have sufficient funds and just want to attack channels and beat your competitors, you can give it a try. |
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