12 tips to attract new users!

Introduction: User operations are actually divided into three parts: attracting new users, activating users, and retaining users. Today the author explains user operations from the perspective of attracting new users, and recommends this book to those who are interested in user operations.

1. Advertising

Elevators, airport terminals, train stations, bus stations, subways, road signs, sponsored events, etc., place ads in places you can think of and pay attention to, so that users can see the product introduction and product download QR code over and over again.

Advantages: It can enhance brand communication.

Disadvantages: The capital cost is relatively high.

Market launch is a one-way process and we usually do not get specific user feedback.

For example, if we put QR codes and video ads on the subway, how many people actually saw our ads? How many of them are our target users? How many of them can be converted? These are all unknowable.

measure:

Correct the overlap between the target market and the real market:

Because marketing is a one-off behavior, under the premise of limited marketing budget, the marketing department needs to constantly revise the overlap between the target market and the real market in order to improve the overall conversion rate, so as to improve the efficiency and cost-effectiveness of our coverage of target users.

For example, if it is a relatively high-end tourism product, then before the emergence of high-speed trains, it would be a more effective approach to place it at the airport rather than at the train station. For example, if a shopping guide product is aimed at white-collar workers in the workplace, it would be a more reasonable choice to place it in an office building rather than in a residential area.

2. Ground promotion

Field promotion is when staff select locations where target users gather to carry out publicity and promotion. This kind of face-to-face communication provides more ways to convince customers and is more efficient.

There are four steps to ground promotion:

1) Analyze target users;

2) Analyze the target users of your product and find out where they like to gather;

3) Determine the promotion time;

Choosing the right time does not necessarily mean that the time when the target users are concentrated is a good time. It also requires that the target users have free time. For example, if your target users are white-collar workers, but you conduct door-to-door marketing early in the morning when white-collar workers are at work, it is obvious that people don’t have the time to listen to your nonsense.

4) Choose a location.

The location needs to be scouted in advance.

If it is summer, it is best to choose a shady place, such as under a tree.

Try to choose places with concentrated flow of people, such as bus stops or subway station exits, and hand out flyers, which people will be willing to accept.

Or it could be the only way home, which is some distance from home. Customers can walk slowly on the way home after get off work and are willing to stop and listen to your introduction.

Consider the environment

The so-called "environment" refers to other influencing factors surrounding the area. For example, if the weather is very hot, you can print the promotional content on small fans and distribute them; if it rains, provide some simple umbrellas for convenience; if school has just started, prepare some stationery bags and give them out. These should be taken into consideration when scouting out the location in advance.

Consider your target user group

In order to more effectively increase the conversion rate of the target population that sees the advertisement, different ways of reaching the target population are also factors that field sales personnel need to consider. If it is a product targeting young and middle-aged people aged 10 to 40, it is more reasonable to provide a download QR code while introducing the product and directly provide the download.

However, if the product is aimed at middle-aged and elderly people or a product for the rural market, field sales staff may be needed to help target users with installation. Just like when Didi Taxi first came out, it was the offline sales staff who helped drivers install the client one by one.

3. Content Marketing

For example, you can establish the company’s own Douyin account, WeChat official account, Zhihu account, Toutiao account, Himalaya account, etc., and continuously output content related to products and user core needs through multiple channels to attract user attention and understand our products.

Such users have been screened and are very accurate, with relatively low costs, high conversion rates, and strong sense of identification. It can realize commercial value in a long-term, continuous and in-depth manner.

4. Event Marketing

For example, Durex’s official Weibo account is an expert in marketing in this area. The core of event marketing is to be able to combine popular events with the characteristics of the product itself, design content that can be spread to join this marketing war, thereby achieving brand exposure and market penetration.

If a hot event has no relevance to your product, try not to force it to fit in, so as to avoid generating negative reviews among users, which would be counterproductive.

5. Channel Promotion

Channel operations within operations do this kind of thing. Based on the target user portrait of the product, they will look for channels where target users gather to discuss cooperative promotion matters.

For example, maternal and infant products can cooperate with some maternal and infant public accounts for promotion; early p2p products can cooperate with some real estate self-media channels for promotion. In fact, there are some kickbacks to be earned from channel operations, especially when there are many channel choices.

In the early days, many p2p companies operated by fleecing their own companies.

When users enter our landing page from other channels, the following points should be noted in the design of the landing page:

1. Show the core value of the product that can attract users (the copy is concise, the charts are clear, and if it can be expressed in pictures, there is no need for words);
2. The shorter the registration process, the better. Every extra step means more loss. You can register with your mobile phone number and SMS verification code. After you get your mobile phone number, you can slowly convert it into marketing;
3. After the user has registered, the QR code is used to guide the user to download the app, enter the website, follow the official account, etc.

6. Mutual promotion

This mode of operation is also very common. You see that many public accounts promote other public accounts, and then the promoted public accounts also promote theirs. This is mutual promotion.

It is best if the target users of the two parties promoting each other overlap and their businesses do not affect each other. For example, if you are in the business of personal reading and he is in the business of parent-child travel, the two can promote each other, and both parties will be happy to do so, after all, it is a win-win situation.

7. New Customer Attraction Activities

Many new user acquisition activities are carried out by giving users some benefits as inducements, and then inducing users to share on WeChat Moments or related WeChat groups, thereby attracting new users. The new users attracted will join the new new user acquisition activities.

Some activities also use pyramid schemes to attract new customers. Level 1 users bring in level 2 users, and level 1 users earn profits. Level 2 users bring in level 3 users, and both level 1 and level 2 users earn profits. However, this can only be done at level 3 at most. If it is done too often, it may be suspected of being a pyramid scheme.

There is also the e-commerce group buying activity developed by Pinxixi, which invites friends to bargain for you, thus achieving the purpose of sales and attracting new customers.

One thing to note here is that it is best not to give direct monetary rewards. For example, for financial products, giving coupons directly is better than giving cash. If you give money directly to attract users, you will attract a lot of people who want to take advantage of you and will leave after a while, and you will not be able to retain users at all.

If he is given a coupon, he will have to invest to use it, and users who are willing to invest are at least target users. The quality of users is more important than the quantity, unless you want to fabricate data and then show it to investors to make some money. But people still need to have some ideals and a bigger picture.

8. Word of mouth

If your product is well made and exceeds user expectations, users will spontaneously spread the word of mouth, and the users attracted will be more accurate.

9. Cooperate with the App Store (Android Market)

The commercialization of the Android market is relatively mature. For example, the various first releases, banners, and corner marks in the app store are actually recommended positions. As long as you pay, they are willing to put you in the front row.

The main means of optimization are the CPD and CPT sold officially. Some keyword optimization can also be done through technical means in the early stage.

Currently, the larger app stores include Apple, OPPO, VIVO, Huawei, Xiaomi, App Store, 360, Baidu, and Alibaba Distribution.

You can distribute it in some app stores first to see the effect, and then gradually expand it if the effect is good.

10. ASO Optimization

The Apple Store is not commercialized yet, and the main optimization methods are keyword optimization and list optimization.

ASO includes keywords, app introduction, title, subtitle, screenshots (videos), icon, comments and other elements, not just keyword optimization.

The better the optimization is, the higher the ranking will be and the more accurate the traffic will be.

11. SEO Optimization

By purchasing keywords or optimizing keywords, your products can be ranked higher when users search for relevant keywords.

Attract more users to learn about your products, and this kind of traffic is accurate traffic.

12. Pre-installation

Pre-installed applications are those that come with the phone when it leaves the factory. In this case, the user is completely unaware of it.

This actually has a very low conversion rate. If the user feels that it is taking up space, they will simply delete it. Some may even start cursing online.

Of course, if you are a national-level app like Taobao or WeChat, he will be very happy and save the trouble of installation. However, when the product develops to this stage, there is no need for pre-installation.

Finally, if you want to increase the number of user registrations, there is a basis. When users register, they can complete the registration process very conveniently anytime and anywhere. There can’t be too many steps, otherwise the conversion loss rate will be very high; at the same time, the core value that can attract users must be displayed, otherwise users will have no motivation to register.

Author: Liu Dada

Source: Product Liu (ID: chanpinliu880)