Two major ideas for attracting new users

When a product is just released and no one is clear about or believes in its value, it is necessary to demonstrate proactively and deliver the value to users through real operations. There is a rumor in the industry that a certain taxi-hailing software hired people to hail taxis installed with their software, so that taxi drivers can truly feel the benefits and convenience brought to them by the software. In addition, the taxi industry is very vertical, and word of mouth has spread. Not all users are willing to be the first to try something new, so operators have to try it first to show them. Especially when users are accustomed to a behavior pattern and you want to change it to a new pattern, immersive demonstration can achieve twice the result with half the effort.

Although this method seems low-end, it is now increasingly found that in certain fields this method is very cost-effective in attracting new customers. Everyone must have seen house buying flyers on the subway and travel flyers at subway exits. There are also catering flyers that are most common among white-collar workers. Especially catering flyers target the most accurate users. The takeaway war is simply a war of transferring orders. On the road that white-collar workers must take, you can see several companies handing out flyers. The core of the order transfer method is to give profits, because everyone is resistant to flyers in their hearts. This is such a hard advertisement, they can't wait to hand it to you, it's a naked rape of users. Only by exceeding expected profits can the flyers avoid being thrown into the trash.

Some of you may have encountered a situation where a friend suddenly comes to you one day and asks you to help him download an app and register it, and the company tasks him to download a certain number of apps within a day. Sometimes you receive inexplicable messages in WeChat groups , asking everyone to forward the company's information to their friends. The company's starting point is to bring free new users to the company in this way. Of course, as employees we also have unshirkable responsibilities. But there are two points to note:

Optional participation

The first thing to consider when promoting something is to be able to hit the target users. Personal connections are one's own private property. If they are used too much or abused, their value will be affected. There are many people in a company, but not all friends are target users. For example, if the product is not needed by the general public, but is in a certain vertical field, it is meaningless for some employees' personal connections or friend circles to not have target users to forward it. Selective participation is more appropriate and can also reflect the humanity of the company.

Control frequency

When the water is full, it will overflow. Everything will turn into the opposite when it reaches the extreme. A company asked everyone to get a certain number of people to download the app for the first time and the effect was good, so they asked everyone to get a certain number of people to download the app the second time. Imagine that people who can help you do something for free usually have a good relationship with you, but this kind of relationship is relatively limited, and you can only do limited things within a limited relationship. It is not appropriate to forward company materials on your Moments too frequently. When everyone in the company forwards them together, you will find that your Moments are dominated by them. For startups without strong backers, the resources brought by operations staff are critical, and these resources should be cherished and used well.

This is common in relationship-based social products. When WeChat first came out, its user base was not very large. It developed rapidly with the help of QQ's powerful import assistant. This is also what the industry always says that BAT has done, and other institutions basically have no chance. With strong user import, they can naturally overtake others. With the rise of WeChat, MiTalk can only die quietly on the beach.

This method may sound rather rogue, but many products have grown up in this way. In the early days, Sogou Input Method also attracted a lot of users by bundling and installing pirated software. Now, most of them do not need to rely on external pirate forces, but basically use their own products to carry out bundling and pulling. The benefit is that it can bring a large number of users to the product, but it will also cause dissatisfaction among some users, which is an act of "rape". It is often jokingly called the 'XXX family bucket' by netizens. It is necessary to balance user experience and user volume, and can be determined based on specific actual conditions. Bundled installation will also lead to a decrease in overall retention data within the cycle, but the product should be used with caution during periods when retention is important.

Burning money

Spending money does not mean that people with a lot of money are stupid enough to give money away for fun. It is a very effective and fast way to drive user growth. If you observe, you will find that most of the products that spend money are high-frequency, rigid-demand, and highly homogenized products, such as group buying, taxi-hailing software, and red envelope wars for payment products.

What you pay for is the user's first time and usage habits. In addition, there is serious homogeneity among products, so products will be preconceived. Once users are accustomed to a certain product, the cost of changing it will be very high. In this situation, whoever can get the user's first impression and get used to it the fastest will occupy the commanding heights. According to human nature, there is nothing faster than giving money. The premise of burning money lies in the product positioning and industry trend judgment. Not all products are suitable for burning money.

Of course, there is also the option of directly giving the brand exposure and driving product growth through traffic entrances. If your product does not have a strong supporter, new media explosion is a good choice, but this is highly random and only one out of ten events may be successful. Be prepared for the possibility that the product may be in a period of slow development for a long time. But in the race between the tortoise and the hare, it is possible that whoever laughs last will win.

It is impossible for a product to have a large-scale growth in users during its mature stage. The focus of these stages is to attract new users to the project. For example, with so many users, should I create a membership system? Creating a membership system will face the problem of growing and getting users to join quickly, and users can be encouraged to use the project through means such as a 1 yuan experience. Just like when taxi-hailing software reaches maturity, there will be ride-sharing, private cars, etc. Mature products are more about providing users for new projects.

If a product enters a recession, it will be more important to help its sibling products attract new customers. Attracting new customers no longer makes sense for the product.

Users in the potential period do not know much about the product or have not used the product before, so they need to make the first attempt to familiarize themselves with the product. This can be done through incentives such as 1 yuan or 9.9 yuan for free shipping, or through targeted invitations to experience the product, or by finding some community cooperation to allow users to establish the first connection with the product.

Once users have become our active users, we can use them to attract new users for us. Common methods are invitation and sharing. We can use invitation incentives and rewards to encourage old users to attract new users.

A popular way of operating educational communities is that if you want to attend a very attractive course, you will be given an invitation code as an active user. As long as three people scan the code, you will be eligible to attend the course. The currently popular shared bicycles have also integrated sharing and invitations into the product usage process.

A good strategy is to embed it into the usage of the product, and then add material benefits, such as sharing to increase the chance of a lucky draw, or sharing + receiving a certain number of likes to get a prize, which can achieve better results.

Awakening silent users is also a way to attract new users. If a user is silent, he or she is likely to leave, and if he or she leaves, it is equivalent to the user no longer existing. When the user becomes silent, a recall order should be issued to bring the user back. Clearly define how long it takes for a user to be considered silent if he or she does not perform a certain action, and then conduct targeted recall and new user acquisition through activities or strategies.

User acquisition will run through the life cycle of products and users, and operations need to formulate corresponding strategies for acquiring new users based on the characteristics of products and users at different stages.