When promoting an APP, is it correct to ask friends to forward it to their Moments?
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I think many people have received messages like the following: "Our product is online. Please help forward this news on WeChat Moments/Weibo. [Please please]" I reject quite a few, not because I don’t want to help, but because most of the products that I request to be forwarded are basically irrelevant to my friends. Most of my friends are entrepreneurs and investors. The former are the source of my jobs, while the latter are potential jobs that cannot be offended. However, most of the products that people ask for help in sharing are aimed at ordinary users, so there is basically no value in sharing these product news. The real focus of online marketing is on positioning the target group, which is common. However, when a new product comes out, you may be too excited and want to spread it as quickly as possible. This is understandable, but it is worth worrying about not letting the excitement get the better of you. 1. Define users Users with different attributes will have different preferences. The so-called "brand" actually belongs to the consumers, and we all play the role of helping consumers build their own brands. A consumer's personal personality and lifestyle shape the overall impression he makes on others. He often visits art exhibitions, likes classical music, likes to wear Uniqlo...all of these make up "what kind of person" he is. Many user portrait theories in books are extremely difficult and unpredictable when applied in practice. The reason is that this is a two-way interactive dynamic model. While you are positioning yourself, consumers are also positioning themselves. While you are using soft articles, public relations and other means to promote your products or services, consumers are also using social media, dressing, and real-life behavior to market themselves. All marketing theories discuss the 1% of changing factors under the assumption that 99% remain unchanged, but in reality 99% are variables and only 1% of the factors are certain. People who write reports always use results to infer causes, and use the results of market research to infer possible consumer patterns. He is 30 years old, has a stable job in Beijing, Shanghai and Guangzhou, is unmarried, and graduated from college, so he may use Apple... This way of inference is as ridiculous as inferring that I will live forever because I observe that a otaku has been alive for the past 30 years. Not all consumer behaviors can be traced. "Randomness" plays a considerable role in human behavior. Not all behaviors have "because, so." In the early stages of a product launch, the only viable approach is to test different groups to understand which type of user best matches the product's corresponding attributes. It is impossible to obtain information on this point by casting a wide net. 2. Manufacturing and Communication What makes me even less interested is that most of the content that gets forwarded are just blunt product announcements or boasting concepts, which don’t inspire me to spread them at all. For example, if you want to sell washing machines, the worst you can offer is " 10 ways to wash sweaters without losing their shape, "How to choose a washing machine that suits you?", spread free, useful and interesting content to the largest number of customers. The key here is imagination. How to make products or services spread for free through the Internet? Stories, events, ideas, etc. will be spread and shared, but your products will not. Therefore, you need to package your products and share them through stories, events, ideas, etc. How can we get consumers to actively share? In fact, just ask yourself what do you usually share? Basically, what you share represents your personal values and the impression you want others to have of you. In simple terms, it is information that can improve your social status and image. For example, if you often share interesting and fun information, it means that you hope to be seen as an optimistic and cheerful person in the eyes of others; if you often share travel information, does it mean that you hope to be seen as a travel expert, sunny, healthy and enthusiastic in the eyes of others? When people share something, they hope that it will be seen by others, improve their self-image, or even gain others' praise and encouragement. So think about whether the packaging you designed is a signal that can enhance the social value of your target users in their eyes? If the answer is yes, then the chances of voluntary sharing will naturally increase a lot. 3. Achieve retention Sharing and dissemination generate traffic to your product, and at this time the product’s contact interface is very important. The word-of-mouth generated by users is their experience and feelings about use. Similarly, they will come back to influence your traffic again, and ultimately make opinion leaders more willing and confident to share relevant information with friends and family. A good product must meet the users' desires and bring them value. If they are willing to spend a lot of time/money on it and return/repurchase regularly, then that is the real value. Therefore, the first step in launching a new product is not to rely on a large number of connections to spread it widely to attract attention, but to capture hundreds or thousands of seed users through your own fan circle and friend circle, and continuously optimize product retention based on their usage and feedback until they are satisfied. Seeing this, I think you should have realized that you should not blindly let your publicity become background noise in the information flow, but you should find the real target customers and use the appropriate marketing rhythm to influence opinion leaders and optimize products. This is what you should really do. |
>>: Want to get the most active and high-quality users? You should know these promotion methods
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