APP operation: 2 key operational points for launching new products!
|
For a new product that has just been launched on the market, the core focus of its operation plan is nothing more than product promotion and collecting user feedback. The former is to acquire a larger number of users, while the latter is to take small steps and iterate quickly to make the product better meet user needs. 1. Promotion and customer acquisition Unless the new products launched by Internet companies like BAT , which have their own traffic , can rely on existing products to divert traffic, most companies have to go through the difficult pain of a cold start from scratch when launching new products. Today, we will mainly discuss products that need to be cold started from zero to one. For this type of product, the promotion and customer acquisition can be roughly divided into the following four steps. 1.1 Identify target users based on the product If we want to promote and attract new users , we certainly need to know who our users are so that we can further clarify where our users are. To this end, we first need to know: "What functions does our product use to meet the needs of what users in what scenarios?" Only when we have clearly defined our product positioning can we know who our target users are. Secondly, we need to compare our products with other competing products in the market to find out the differences between our products and other competing products and what our advantages are. So that in the later operation process, you can play to your strengths and avoid your weaknesses, and even use your strengths to attack others' weaknesses. In this process, if we are not involved in the research and development and design of the product itself, then these positioning and differentiation information are likely to be conveyed to us by others. Although this saves us a lot of time to a certain extent, it is still necessary for us to fully experience the product ourselves and sort out the relevant information, so that we can have a clearer understanding of the product positioning and even the strategic direction. After doing all this, our target user group has basically emerged before our eyes. Are they white-collar women, young mothers, students or business people? 1.2 Define core users in a reasonable circle Since we are in the cold start phase, we are looking for core seed users . As the earliest seed users introduced into a product, they are often also the core users most likely to grow with the product. Therefore, the user group should be segmented as much as possible, and as many users as possible should be attracted by the functions of the product itself rather than subsidies and discounts. Here we can draw on the classification logic of key figures in the "Law of Individuals" proposed by Malcolm in his book "The Tipping Point" - insiders, connectors and salesmen to define the core users of the product. Insider: We can understand him as the group of seed users who are willing to contribute content to the product. A typical feature is that they often do not obtain information passively, but actively collect first-hand and second-hand information, and process and compare the collected information to ultimately output content. A typical example is the creators of the content on many UGC products. For example, the authors who publish articles on Jianshu . Contact person: This is a group of seed users who can spread the product and let more people know about our product. Compared to insiders, they may not be good at creating content, but they know a lot of people, and their social circles cover various fields, age groups and even different nationalities. In short, the connectors have a network of relationships far beyond that of ordinary people. Many " KOLs " who are sought to endorse products when they are first launched can be considered a typical type of connector. Salesman: If the role of a connector is to let people know about our products, then the role of a salesman is to persuade others to use our products. This type of user is often willing to share, and has its own unique social charm and strong infectiousness. 1.3 Scenario Substitution to Find Key Users The purpose of classifying core users into circles is to make it easier for us to make use of these core users to help us improve and promote our products in the future. So how do we find these core users? By regressing scenarios and simulating user behavior , we can often help us hit our targets more accurately. Take the IP web drama "Meow Star Can't Be Grabbed" launched by Cheetah Mobile in 2014 as an example. When they were planning the marketing for this new drama, they used the method of returning to the scene to find accurate and high-quality core users. Since it is an idol drama with cats as its IP, they returned to the user scenario and began to think: What kind of people would like to watch content about cats? What behaviors will they have in common? What content will attract them? Through this kind of scenario-based thinking, they finally determined that this group of users would appear at the same time as cat-related content. So they started searching for words like "cats are so cute" and "cats are so adorable" on Baidu to see what content would appear, and then laid out content under the relevant information. Based on this scenario, they also looked for producers and publishers of cat-related content as their key users. Finally, they found 4,586 key cat people and collected 210,000 QQ mailboxes. Through the information fission of these key people, the WeChat public account of "Meow Star Can't Get It" gained more than 10,000 followers in 11 days, and the public account opening rate was 300%. 1.4 Channel promotion to reach potential users The book "Diffusion of Innovation" mentions a point: only 25% of all our users are our core users. If this is used as a reference standard, then only 1% of all users are the key people we need, but this 1% determines 99% of the brand's success. So the key people are the core users among core users. According to this point of view, the key users we found through the above scenarios only account for 4% of the core users. Since the operation staff has limited time and energy, it is obviously not feasible to find all the core users according to the key user method and make one-to-one breakthroughs. So what channels can we use to reach the other 96% of core users? 1.4.1 Target haunts 1) Relationship circle "Killing the familiar" is a major characteristic of the Internet industry. Therefore, the initial wave of users for many products come from existing relationship circles. Investors : As the financial backers of the company, investors have certain interests tied to the company. In addition to contributing money, I think it wouldn't be too much to contribute a little more effort. Generally speaking, investors have considerable networks of relationships. In particular, most investors often have multiple Internet investment projects under their control. We can ask investors to match them up for resource exchanges between related products. Founder/founding team: The founding team has an unshirkable responsibility for product growth and user acquisition. If you ask your boss for help in recruiting a group of his friends, but he chooses to shirk responsibility, then there is no need for you to stay in this company. Colleagues/employees: Many startup teams’ new customer acquisition targets are assigned to internal employees. It’s just like when Sina Weibo was first launched, every employee was required to achieve a certain new user acquisition target every week. If they didn’t achieve it in the first week, they would be criticized, if they didn’t achieve it in the second week, they would be fined, and if they didn’t achieve it in the third week, they would just say bye. Family/Friends: As employees, when we are asked to attract new customers, we can only start with our family and friends. The conversion rate of asking acquaintances for help will definitely be higher than asking someone on the street to download our app. 2) Online In fact, there are so many large community platforms now: such as Douban , Zhihu, Tieba , Guokr , Weibo, WeChat public accounts , etc. As long as we clearly define the attributes of our target user group, it will be relatively easy to reach our user group. For example, if you are a UGC product, your main focus is to produce high-quality Internet-related content. For this type of product, its earliest batch of seed users are definitely the content creators. You can go to Zhihu to find big Vs who answer Internet topics, find well-known related WeChat public accounts, etc., and invite them to join. 3) Offline Offline user gathering places are mainly used for ground promotion . For example, a product targeting business people can choose CBD, and a product targeting college students can be promoted on university campuses . However, given the relatively high cost of ground marketing, it is not recommended for start-up companies to choose this method when acquiring seed users. 1.4.2 Conventional customer acquisition methods When we start to acquire target users, please first ensure that our products are ready and have their own unique selling points to attract users. Because in the process of acquisition, we need to package this selling point in various forms and present it to our target users in order to attract them to enter. If these are ready, then next, let's talk about several ways to acquire users. 1) Invitation This method is more commonly used in UGC content products, such as Zhihu, Sina 's early invitation of big Vs to join, and knowledge sharing platforms such as Zaixing and DaKaShuo. The general operation method is as we said before, to find KOLs or high-quality content producers that match our products through some existing online platforms and invite them to join our products. For some well-known KOLs in the industry, start-up products often do not rely on material rewards to invite them, because start-up companies often have limited funds and it is difficult for them to come up with material chips that are enough to impress the big names. At this time, we often need to meet their spiritual needs. In terms of fame and fortune, for this kind of kol, fame is often more attractive to them than financial benefits. 2) Recruitment This approach is more for the users of our products. If it is a UGC content product, when acquiring seed users, for content consumers, recruitment is more often used rather than invitation. Recruitment can be divided into paid recruitment and unpaid recruitment. Paid recruitment For the so-called paid recruitment, we generally give certain material incentives to the recruits in exchange for their activeness within the product, and we often require the recruits to create multiple vests so that the product can create an atmosphere with a considerable user scale and active users, thereby attracting more users to stay and interact. Free recruitment Free recruitment is more about reaching a large number of potential users through product promotion. Content method: We can promote our products by publishing soft articles on major platforms (Zhihu, Tieba, Douban, etc.). Please note that this is a soft article, not a hard advertisement. We need to write an advertisement that does not look like an advertisement, so as to attract users to click on it without causing users to be disgusted. In the application process of content law, taking advantage of hot news is a good method. Vest method: Use multiple vests to interact with others on major community platforms, QQ groups, and WeChat groups , seemingly unintentionally revealing product-related information to arouse the interest of others. Social method: mobilize your own circle of friends to help forward and spread relevant information about the product. Joint method: conduct joint promotion and resource exchange with other platforms. When choosing a platform, be sure to choose a platform with a relatively high degree of user group matching. For example, the upstream and downstream of the industry in which the product is located, or other demand platforms of the group: for example, although early childhood education products and children's books are not in the upstream and downstream of the industry, their user groups are highly matched. ASO and SEM search optimization methods: If it is a product with an app, you can make good use of the application platform’s recommendation channel and optimize related searches. SEM is a method that is applicable to any product. Although SEO is being criticized due to the rise of intelligent recommendation algorithms on mobile terminals and the fact that SEO is not as effective as SEM, it is still a low-cost approach worth trying. Here I recommend "SEO Practice Code", a very practical book. 2. Feedback and Iteration If Internet products want to retain users for a long time, they must continuously update and iterate their products based on constantly meeting user needs. As the first line of contact with users, operations naturally need to shoulder this responsibility. However, we will not discuss how to determine the authenticity and priority of needs here. Today we will mainly talk about the channels through which user feedback can be collected. 2.1 Community : A powerful tool to approach users In recent years, community operations have become popular and many companies use WeChat groups to gather their users. This is a real-time channel for collecting user feedback as soon as possible, but it also has some drawbacks: first, the time that users stay in the group is uncontrollable, and it is very likely to increase the workload of operators for twenty hours without interruption; second, it can easily turn into a complaining group. What was originally a small bug can be exaggerated by individual users, causing all users in the group to be disappointed with the product. Here I make a few suggestions: 1) Only build groups for core key users. After all, these users understand the product better, are more willing to make suggestions for the product, and are also our most important seed users; 2) We can further circle the users in the group and cultivate KOLs among them to help us manage the community. First, it can reduce the burden on the operation staff, and second, users are always more likely to believe what they say; 3) A certain reward and punishment mechanism to optimize user portraits ; emotional care and giving users personal achievements are often more effective than simple and crude monetary rewards for such users. 4) Invite product managers to join the group and let them listen to the users’ voices themselves. 2.2 Make yourself the core user of the product The easiest way to discover product deficiencies and understand users’ feelings is to use the product every day. Many operations personnel would think that experiencing the product, isn’t this what product managers should do? Why should I operate it? Let me ask you a question here: If you plan an online event, do you need to reach users through products? Do we operators need to experience the entire process of the event? Check whether the page jump is smooth and correct? Read the campaign copy displayed on the product carefully like a user would? See if there is anything that may cause misunderstanding among users? To take a step back, if even we in operations don’t understand that our users don’t like to use our own products, why should we ask users to use them? When I was working in operations at my previous company, my director required us to review our own app and our competitors’ apps at least once a day no matter how busy we were. Check whether competitors are holding any activities, check whether there are any problems with the display and ranking of merchants on our platform, check whether partner merchants are cooperating more closely with competitors, etc. 2.3 In-depth private visits to users One thing everyone needs to be clear about is that operations are not just about planning activities and writing articles. He also has a mission to optimize the product based on user needs and feedback. Our goal is to attract new customers, retain existing customers, promote activation, and reduce churn. For example, we took over a new app and needed to attract new users. Obviously, the channel traffic is quite strong and the app download volume is considerable, but the final registration conversion rate always cannot be increased. What we need to do at this time is not to simply increase channels and strengthen promotion efforts, but to study what circumstances have led to such a low conversion rate. In addition to experiencing the product yourself, if the product has been promoted on a forum or social platform before the new customer acquisition campaign, check to see if there are any users giving feedback or making complaints. Refer to the relevant forums of competing products to see if there are similar situations or whether there are any improvement plans that can be learned from. These are two very "stupid" methods, but they are very effective. "Coming from the masses, we must eventually return to the masses" so that we can become one with the users and understand what they want and cater to their preferences. Tencent’s “10/100/1000” rule: product managers must conduct 10 user surveys, follow 100 user blogs, and collect feedback on 1,000 user experiences every month. The same applies to our operations staff. The above is the author’s discussion of some ideas for operating plans for new products based on promotion, customer acquisition and feedback iteration. The core idea is nothing more than: let more users use our products better, so as to accumulate them and increase our user base. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @糖愫尔(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
<<: Zhongwei SEO Training: What kind of articles will attract Baidu spiders?
>>: Shaoshan SEO training: seven techniques for optimizing long-tail keywords on your website
Recommend
2019 Talent GoGo Breaks into Traffic Dealer "SEO and Application Programming" Free Baidu Netdisk Download
Course content introduction Two modules: "SE...
How can APP retain high-value users?
The user life cycle of each product is a process ...
6 common ways to play with red envelopes to quickly improve the effectiveness of your activities!
Red envelopes are one of the common marketing met...
How to attract new members and convert them into new members in the community?
As community operations are mentioned more and mo...
How to write heartfelt copy? Share two dimensions!
In addition to excellent insight, there are two o...
How to become a CHO with a million-dollar annual salary - Hejun Chief Human Resources Officer (CHO) Phases 3, 4, and 5
The fifth phase of Hejun Chief Human Resources Of...
8 trends in brand IP marketing in 2020
Looking back at 2019, various popular IP content ...
Tips and precautions for placing Tik Tok information flow ads!
As an emerging advertising model, information flo...
This is the most common model of user operation. Come and take a look. It is written in great detail!
As an operator , you must have done this: invite ...
Guide to creating a Tik Tok corporate account!
Entering 2018, "Two Weibo and One Douyin&quo...
Beijing Pension Insurance Query: What factors will affect the user traffic of website SEO?
For website promotion, the design of the website ...
Emotional counseling/Second-tier e-commerce/Travel and travel... Landing page construction guide!
An epidemic has messed up everything, but the col...
Luo Yonghao talks about live streaming sales
At 8 p.m. on April 1, the famous crosstalk perfor...
Yiwei Liu, "Corporate Growth Map: An Operational Guide for Sustainable Corporate Growth"
Liu Yiwei's "Enterprise Growth Map: An O...
A guide to information flow landing page form design!
Advertisers put a lot of effort into acquiring tr...