How does a good operator find your target users?
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Taking the growth of Internet products as an example, there are only three issues that operations need to consider: 1. What kind of people to find; 2. Where to find them? 3. How to find it. Before thinking about these three questions, you need to do the following preparation: 1. Find the mainstream culture of your target users. If the target users are those born after 1990, this group is so large that it is difficult to find a universal mainstream culture in a broad sense. The entire group is made up of uneven subcultures and niche cultures, such as literary, funny, two-dimensional, and so on. too much? Too messy? It doesn’t matter, let’s sort out each culture and put it aside first. 2. Choose channels for each culture. For example, literary people can go to Douban, funny people can go to Mop, and the two-dimensional world may be concentrated on Station A and Station B. (Finding channels is a job that tests operational acumen) 3. Distinguish between the "essence" and "appearance" of the product. "Essence" may be the team's mission, the team's understanding of the whole thing, or the product's positioning. And "appearance" is a word that even a fool can understand and immediately creates associations in the brain. The essence of Momo is a stranger dating application based on location. Appearance: dating, local date Weibo Essence: a media platform that can be consumed quickly in the mobile era. Appearance - chasing stars, watching you tell me about mobile phone safety? I don't understand. (Essence) If you give me a score, I will understand. (Appearance) The preparations are done, okay, let's get started. 1.Who are you looking for? Find target users for the product at certain stages. Many people believe that selecting target users should be the top priority for the entire team or project. In fact, the people we are looking for here should be considered as target users for certain stages in a certain sense. For Internet products, the early growth strategy can divide the target users of the entire product into several user groups, and select a relatively easy group to conduct growth experiments through multiple filters. Put the user groups with higher acquisition costs at the back of the queue, and formulate corresponding product iteration plans to meet more stage target user groups. When considering this issue, we can simply calculate the cost of acquiring users based on the target users' relative mainstream culture and their corresponding channels, and choose a user group with a lower acquisition cost. Attack, it’s him! 2.Where to find it? This question is much simpler. Now that we have figured out who we want to find, all we need to do is to be more proactive and choose channels where our target users gather. 3.How to find it? This is the step where most operations fail. I think the key reason is that they fail to distinguish between "essence" and "appearance" and treat all target users as smart as themselves. In a broad sense, an image is a sentence or a word that can be conveyed to the user. But it is best not to tell users this "appearance" directly. It is completely different when Momo officially tells you that it can make appointments and when your friend tells you that it can make appointments. So remember that "appearance" is not equal to your slogan. It is just a way to help users understand the product function and help users spread the word by themselves. What operations need to do is to simulate a scenario that helps users understand this "appearance". This is what distinguishes primary operations from advanced operations in terms of "technique". In the early days of Momo, many operators went to sports communities where losers gathered to post spam messages and dig holes to recount their experiences of using magic tools to make appointments. At the same time, they looked for third-tier models to register to ensure that losers could see live beauties when they came online. Before long, this "phenomenon" spread like wildfire throughout the entire loser circle. Although the method is very low, it is indeed useful.
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