How to formulate a product strategy to attract new customers?

As the Internet enters the second half, the price of purchasing traffic is high, and the operating expenses of enterprise projects are scarce and limited. How to attract new customers to products has become a major problem for product operators. This article uses actual cases to analyze how product operators can attract new customers to their products.

【Case】

You are currently the product operator of a TV station, and your company already has one mature news and information product. Recently, the company has developed a new reporting APP, and needs you to develop a strategy to attract new users for this APP. The operating budget is only 10,000 yuan. We hope you can increase the number of users by 50,000 for the APP. Please formulate an action plan?

You can spend 10 minutes to think about it yourself. If you were the operator of this project, what would you do?

In the previous tweet "10 Practical Strategies for Attracting New Product Users" , Kaka shared some commonly used methods in the industry to attract new product users. However, we also know that these practical strategies are not 100% applicable to all products due to the company's actual situation and product form. It is better to teach a man to fish than to give him a fish. This article will use the HMW analysis method to share with you Kaka’s full ideas on formulating product traffic strategies on a daily basis.

1. What is HMW analysis?

Maybe this is the first time you have heard of the professional term HMW. What is HMW? HMW stands for How might we. It is an effective analysis method for dealing with product requirements.

• How : Indicates that we assume the problem is solvable, but we don’t know how to solve it yet.
• Might : It means that the ideas under discussion do not have to be perfect. There are countless solutions to the problem. It is sufficient to point out the general directions and ideas.
• We : Emphasize the importance of teamwork. Problems cannot be solved by the efforts of a single member, but require the strength of the entire team.

2. How to apply HMW analysis to attract product traffic?

In my daily life, I like to use the five methods of decomposing problems in HMW, namely, positivity, transfer, negation, disassembly, and imagination.

• Active : What can we do to allow users to solve the problem themselves?
• Transfer : How to solve the problem for the user by having someone else solve it.
• Negation : How to get users to give up on the idea.
• Deconstruction : Break down a big problem into 2-3 steps.
• Brain hole : Use your wild ideas and make bold assumptions without worrying about whether the plan can be implemented.

Back to the opening case, how can we use the above five methods of decomposing problems to develop a traffic generation plan suitable for the company?

First of all, everyone should carefully review the questions and grasp the core keywords in the questions. The case mentions several important keywords: TV station, mature news and information products, new products, budget, and goals. These keywords reveal other important information - traditional industry, TV advertising, clinging to powerful people, and limited budget (0.2 cents per user). Putting this information together, you may have thought of some solutions. Write them down first.

The second point is to figure out who your target users are. Target users are an important part of subsequent product traffic generation. If you choose the wrong user promotion direction, no matter how good the subsequent plan is, it will still be wrong in the end. Direction is more important than plan!

The following is my overall idea of ​​developing a traffic strategy using the methods of positivity, diversion, negation, disassembly, and imagination.

1. Active approach

As a product operator, what can you do to make users willing to download or open the reporting APP?

We often say, "Money makes the world go round." If you give users benefits, they will definitely be willing to stay with you at the moment, but it is very likely that they will uninstall the app right away. Therefore, in addition to providing benefits to users, it is more important to make users want to use your product from the bottom of their hearts, and your product can indeed solve the users' pain points. This is the key to a product retaining users.

In an era where "everyone is a media person", any information a user casually posts on Weibo or Moments may become a hot news topic. Self-media platforms are the main battlefield for users to expose information. Why do users need to use special reporting software? Does this require product operations to focus on thinking? Think about this clearly, give users a reason to use it, and then develop a drainage hook to address the problem .

2. Transfer Method

APP promotion should never be the responsibility of just one party. It should involve multiple parties to achieve mutual benefit and win-win results. What third parties can a TV station have? For example, TV programs, advertisers, suppliers, actors, and creators are all important resources of the station, and appropriate third parties are invited to participate.

3. Negative method

Users naturally don’t like being forced or oppressed. Sophisticated Internet products can force users to use them, such as WeChat. Because WeChat connects all your networks and coordinates all your affairs, you will feel "unable to move forward" and insecure if you don't use WeChat for a quarter of an hour.

However, there is no reason for users to use the reporting APP. In addition, it is a "traditional" product derived from traditional media, and its audience is not broad. As the project's operations manager, do you have any other plans?

In my opinion, the biggest advantage of this special type of traditional product is that it has administrative intervention power that Internet products do not have. Of course, this is a double-edged sword. It can lead to your success or failure. The key lies in how you use it.

4. Disassembly method

The case mentioned that the operating and promotion costs were only 10,000 yuan, and the target for attracting new users was 50,000 people, which means an average of 0.2 yuan per user. In the current Internet environment, the cost of 0.2 yuan per CPD is basically unattainable. This means that you need to find a free channel that can bring you a large number of new users. Does such a channel exist?

In an enterprise like a television station, such channels exist.

Through the decomposition method, we can easily split the new customer acquisition strategy into two directions: acquiring new customers through free channels and acquiring new customers through paid channels.

5. Brain hole method

The brain-opening method is the simplest. Just use your wild imagination to brainstorm.

For example, how can we get users to use the reporting APP? How can users have so much information to report every day? What can users do when there is no report? What types of reports can be accepted? If users’ reports are always not accepted, will this cause users to become angry and uninstall the app? Based on these possible scenarios, use your product operation creativity.

My idea is that the content of the report will be synchronized to major TV news platforms according to the size of the event, so as to increase the dissemination breadth of the content of the report and thus enhance users' interest in reporting.

But for the vast majority of reported content that is not adopted, can we adopt a method similar to a "secret community" to use users' curiosity to attract users to watch? When promoting, you can use the gimmick of "take a look at those whistleblower secrets you don't know". (Of course, this is just a wild idea. How to control user privacy and whether Hongzhuan's APP can accept such a large scale are all worth exploring.)

Have you learned the five practical deconstruction methods in HMW: positivity, deconstruction, negation, transfer, and brainwave? After reading this article, I recommend that you use these 5 methods to develop a traffic plan for the products you are responsible for. I look forward to your communication and interaction.

Author: Kaka's Product Notes

Source: Kaka's Product Notes