Under the heavy pressure of KPI, how should operations promote products?

It is difficult to build a product from 0 to 1, and so is operation ! Carrying the heavy pressure of KPI, in order to successfully promote the product, achieve user growth, publicize the product and build the brand, the operations department racked their brains and used all kinds of tricks, the only thing missing was setting up a stall in front of the company to sell their products and brag about it. In fact, there are always more solutions than problems. To achieve successful promotion, you must choose the appropriate approach based on the product's business and positioning to achieve twice the result with half the effort. In this issue of Tiantianwen, I will share some methods for finding seed users and promoting. All operation friends, please pay attention~

Question 1: How to find accurate seed users? @Everyone Help—Liu Chao

Selected replies @小莉子

Consider these questions:

1. Which segment of the population will be most interested in this product?

Among all the people who have needs, there must be a group of people who have a particularly strong need. We need to find them out from this group of people and try to describe them with some words, clearly defining and describing what they are like.

2. What are the characteristics of this group of people?

What are the characteristics of this group of people in terms of gender, age, region, education level, etc., and what unique habits do they have? What is the spending power?

3. Where do they like to appear?

What apps would they like to use? What kind of public accounts and Weibo do you follow? In what offline occasions does it appear more frequently? Users are not created, they have always existed, they are just active in other people's places.

4. What kind of things are they interested in?

What do you like? What do you hate? What kind of values? What kind of article can impress him? What are some words that only this group of people can understand?

5. What methods can be used to attract them?

How to combine the core features of the product with their preferences, and what can they get as the first users.

6. How can we screen out unsuitable people?

In order to prevent inappropriate users from entering and ruining the atmosphere, you can screen out the users who are most in need through methods such as invitation codes, application review requirements, and payment requirements.

Once you have the answer, you will know what to do.

Selected replies @咻咻

Number of users (number of customers) = traffic * conversion rate

Whether it is an Internet product that wants to increase the number of users or a physical business that wants to increase the number of consumers, there are only two ways in the end:

1. Increase traffic: let more people see you and know your existence;
2. Improve conversion rate: Make those who see you and know you willing to download your products or spend money to buy your products and services.

When buying traffic, you should target your target users. The more targeted the better. It’s best to further segment your target users, as the student group is still too large.
Then place advertisements or other forms of promotion

How to promote a new website at low cost? @imnn

Selected replies @龙潇

I would like to recommend to you 14 promotion methods that I have collected:

I personally believe that there is no free lunch. If you want to promote a website, you must invest. Even if there is no huge monetary expenditure, there will be a huge manpower expenditure.

1. QQ group website promotion method. Use dozens of QQ accounts, have each QQ account join dozens of groups, and post the website once a day. On average, 50 QQ accounts * each QQ account joins 50 groups * 50 people in each group = 75,000 people watching. If you have more QQ accounts, join more groups, join larger groups, and have more people in each group, the promotional effect will be better. Even if we exclude QQ users who are not online, the effect cannot be underestimated.

2. Soft article website promotion method. Write articles or quote good articles, and cleverly add your own website address.

3. Forum website promotion method. Register dozens or hundreds of forums, register dozens of accounts in each forum, and set the signature as your own website. Publish popular content and push up your own posts. Be careful about changing your username and posting controversial titles and content. A good title is the key to the success of forum promotion.

4. QQ and MSN nickname website promotion method. Change the nickname to the URL.

5. Email list website promotion method. It means sending e-magazines to netizens regularly or irregularly.

6. Unsolicited email website promotion method. Use professional bulk email tools to collect email addresses in bulk online and then send them in bulk. Many websites nowadays require email addresses as user names. Therefore, collecting email addresses is much more convenient than before. Moreover, these email addresses are active email addresses that netizens frequently use, rather than invalid email addresses, so the effect is good. The email title should be "standardized" so that netizens don't mistake it for spam.

7. Website ranking voting website promotion method. Joining the website rankings launched by other websites, or ranking other sites, can effectively increase the website's display rate.

8. Website promotion method by adding watermarks to pictures. Preventing other websites from citing images is not only unfriendly and ineffective, but also blocks search engine inclusion. From a certain perspective, other websites are also special netizens of their own website. If you put a watermark on the website, such as putting the website address, and actively let other sites quote the pictures to increase the exposure of the website, then the publicity effect will be very good. Watermarking methods include image watermarking, video watermarking, webpage watermarking…

9. Website promotion method by exchanging friendly links. This is the most original website promotion website.

10. Free one-way link website promotion method. Free links to other websites can not only enrich the information on your own website, but also make your own web page results appear when netizens search for other sites.

11. Question and answer website promotion method. Answer other people's questions on some knowledge-based and insight-based websites. Or ask and answer your own questions.

12. Encyclopedia website promotion method. Go to the online encyclopedia to add content.

13. Internet cafe promotion website promotion method. If you have connections, you can set the homepage of the Internet cafe's computers to your own website.

14. Perform a small ritual. Underestimate your own website and take the initiative to post on other forums, for example, post: Hello webmaster, my website hopes to exchange links with yours, is that possible? Ask the other party to give you a link, this will not be considered an advertising post, and the other party will not delete your post. This leaves an external link.

What promotion method should be chosen for the initial cold launch of B-end products? @Xiaofanya is me

Selected replies @墨武

Due to the user characteristics of B-end products, user promotion is bound to be very different from that of C-end products:

If we only look at the initial cold start, the B-side targets the so-called major merchants, platforms or organizations. These groups have two common characteristics when choosing a carrier platform:

1. The popularity and traffic of the existing carrier itself;
2. The future development and future trends of this carrier platform include first-mover advantages.

I won’t talk about the first point as it deviates from the topic; from the second point of view, as a carrier platform, you need to give these B-end users the so-called future and development (that is, paint a pie in the sky). But simply drawing a pie in the sky cannot help attract traffic. Therefore, some packaging (of a high quality) needs to be done in the early stages.

1. Fill in your own introduction entries on all platforms where information can be searched (Baidu, 360, Sogou, Zhihu, etc.);
2. At the same time, launch offline promotion plans (salons, investment promotion meetings, various forms of meetings);
3. Establish your own official website and present all links and dynamic information on the official website;
4. Ask a PR company to create a positive image for the platform.

These actions are aimed at improving the packaging image as a platform's competitiveness. In the process of B-side user promotion, the most convenient way for them to understand is to indirectly learn about the details of your platform through major information platforms. If there is no high-end presentation format and a good information reprint framework. Otherwise, B-side users will be very confused.

After establishing these public images, when promoting B-side users, the first thing to do is to give people a high-end, positive image that is not perfunctory.

As for how to reach B-side users, I suggest using the most traditional offline form (such as invitation-based salons, small investment promotion meetings, etc.). These can enable the B-side to have a more intuitive understanding of the platform's image and advantages.