Methodology for 10x user growth!

Recently, hot words have frequently appeared in the industry, such as private domain traffic, KOC, etc. When a phenomenon evolves into a "trend", it will always attract a lot of interpretations. Some of them discuss the phenomenon itself, while others reinterpret the same phenomenon with a different concept. When faced with new phenomena, we must not only grasp the essence behind them, but also find systematic response strategies.

A few days ago, there was an article titled "KOL is dead, KOC is in", which aroused discussion among many colleagues.

Recalling the previous articles saying that new retail is dead, channels are dead, e-commerce is dead, positioning is dead, group buying is dead, etc., what we are doing is neither the funeral industry nor the assembly line operation of putting old wine in new bottles.

In fact, if we expand our vision a little bit and look at this kind of concept hype from a larger business category, a longer time period, and a wider business scale, we can't help but sigh that the so-called community group buying, private domain traffic, and KOC are not new strategies, but actually techniques.

But as long as it is a technique, it has its scope of application. Of course, there is no such thing as "this technique is awesome, that technique is OUT" - every "technique" and even "methodology" has its limitations. It is only applicable in a certain time period, a certain business type, a certain stage of business scale, and a certain business rhythm range.

I have no intention of discussing these article views. This article just wants to talk about:

• What is the essence behind these new concepts?
• What is the relationship between these “ user growth techniques”?
• How to deduce new “user growth techniques”?

01. What is the essence behind these new concepts?

The essence of community e-commerce is actually to move offline community transaction relationships online.

When we were young, we all went through the stage where the owner of the convenience store at the entrance of the community was very familiar with every brother, sister, uncle and aunt in the community. Community e-commerce actually moves such relationships online.

The reason for this change is, in my opinion, because:

1. Improvement of supply efficiency

The substantial iteration of the supply chain has greatly improved supply efficiency. The efficiency of pure online shopping no longer has a particularly obvious advantage. On the contrary, the proportion of logistics costs for a single order is relatively high.

JD.com's self-built logistics and distributed warehousing have driven the speed of the entire supply chain. The subsequent takeaway business and Luckin Coffee's ability to deliver coffee in a short time all rely on the digitization of transportation routes and the express delivery network with a distributed network structure - just like the online network, the delivery process of data packets and the delivery process of express packages are beginning to have similarities.

This has greatly fostered users' laziness: from being too lazy to go out for meals or shopping, to being too lazy to go downstairs, to being too lazy to go out.

At the same time, the further optimization of transportation tools has enabled the damage rate of goods during transportation to continue to decline, so the actual logistics costs are also decreasing.

In summary, the reduction in logistics costs comes from three aspects:

• One shipping fee for multiple orders;
• The rate of cargo damage during transportation has been significantly reduced;
• Due to the optimization of transportation routes, transportation time is shortened, saving time costs.

Moreover, as the production farms at the source of the supply chain, more and more young people are involved in the management. They are adapted to transactions and communication through mobile phones and the Internet. The convenience of various tools allows them to manage more channel distribution downstream at the same time. This allows community leaders to communicate directly with sources of goods with price advantages, coordinate logistics, and complete transactions.

Commodity trading has finally begun to compete in the supply chain sourcing link. The supply chain is the most important determinant, and the product determines the long-term value that can be provided.

2. Trust cost is related to distance

The world seems to be flat, so high-speed rail can run from south to north in one day, so more people have bases across the country; but it seems that as long as the Chinese people's sense of "roots" remains, the cost of trust is closely related to distance.

During the Ming Dynasty, when people from Guangdong went to sea to trade, in order to cooperate smoothly and complete transactions in the vast sea, they had to build a better foundation of trust. In order to build a better foundation of trust, one must introduce oneself; after introducing oneself, it becomes easier to reach cooperation and transactions with fellow villagers, which has gradually affected the clan consciousness in the Chaoshan area of ​​Guangdong.

Similarly, this subconscious mind is actually deeply rooted in the subconscious of each of us. We all live in the same community, the same office building, and work in the same software park, so it is inevitable that there is a bit more trust in each other. Therefore, sales within community groups are naturally easier to gain everyone’s trust, not to mention that communication in the community is more direct and feedback is more timely, which can help build a building of trust more quickly.

3. Being lazy means more direct and personalized service

We are spoiled and gradually become lazy, even too lazy to choose products by ourselves, too lazy to search and read reviews to evaluate the quality of fruits. We just wish that if we have any questions, we can just open our mouths and someone will reply and give us the answers directly (so AI speakers, your service capabilities still have a long way to go).

However, completing e-commerce transactions in a community has this convenience: the seller is closer to you, and it is easier to complete direct and fast communication; so every question has an answer, every request has a response, and the service is more direct and personalized.

Private domain traffic and KOC can be discussed together, because private domain traffic is always associated with KOL.

The so-called private domain traffic refers to user traffic that can be called upon, contacted, understood thoroughly, connected when needed, converted, and communicated directly.

A few days ago, I saw a public account interpreting "private domain traffic" as "traffic that belongs to you", and "public domain traffic" as "traffic that belongs to everyone" - I hope that the product operators of Huoyan Jingjing have the ability to identify big scams.

We must clearly realize that no traffic belongs to you, and no users are loyal; brands need to be loyal to users, but users have no reason to be loyal to brands.

When faced with several brands of similar products, in most cases, even if we have a preferred brand, our mentality in choosing consumption is still open - we will choose whoever performs well, and if it performs poorly, we will immediately switch to another brand.

In fact, whether it is KOC or KOL, the only difference is the energy of influence and the fees paid. If we change it to top KOL, mid-level KOL, and tail KOL, I think it will be easier to understand.

Is there a clear dividing line between the two? No.

For a small brand, a KOL with 1 million fans is a top KOL; and for a large brand, a KOL with 1 million fans can be a top KOL - so every brand has its own division of top KOL, mid-level KOL, and tail KOL.

There is no clear dividing line between private domain traffic and public domain traffic, the only difference is the closeness of the connection with the user.

In fact, private domain traffic already existed in the embryonic stage of insurance brokerage.

20 years ago, my mother was her friend’s private domain traffic, and she configured a lot of insurance for the whole family that now seems useless;

15 years ago, private domain traffic refers to users who left their email addresses and mobile phone numbers.

Seven years ago, private domain traffic referred to users who downloaded the APP and could be pushed information through the APP push channel.

Now, private domain traffic mostly comes from users who have added WeChat, joined social groups, and followed public accounts.

The essence of the change is that the way users are accustomed to receiving and communicating information has changed. The fundamental way to operate private domain traffic has not changed, which is to understand their needs, constantly meet or even exceed their needs with new content and new services, constantly obtain their feedback, and constantly respond to their feedback to achieve a closer relationship.

4. Are there likely to be new changes in the future?

As long as the way users receive information changes, the platform that operates users will definitely change.

The official entry of the IOT era after the full launch of 5G has enabled home products and electronic products with screens to replace existing communication methods.

Once the imaging technology of VR glasses matures, it may also replace some ways of obtaining information.

I wonder if word makers will create a new word called KOT: Key opinion thing at some point. Perhaps because people spend a lot of time alone with their cars and are not easily disturbed by the outside world, cars are most likely to become the Key opinion thing.

Of course, none of the above YYs are important. What is important is: the media will change, the means of communication will change, and the effective channels for obtaining information will change. These are all things that will definitely happen, but they are not the essential proposition of user growth.

Pay attention to the changes brought about by technological application innovation, but pay more attention to the things that remain unchanged.

What remains unchanged is: no matter how users obtain information, media are always needed to deliver information to users and communicate with users; brands need to continuously strengthen media stickiness with users, continuously increase the number of media between them and users, and continuously strengthen the exposure of information on these media; and strengthening exposure of information does not only mean more frequency of exposure, but more importantly, the intensity of exposure . Such "intensity" means that once exposed, it leaves a deep impression on users, which may be extreme beauty and coolness, or extreme fun and unexpectedness.

Of course, I would rather replace the word "medium" above with "touchpoint".

Touchpoints are the points of contact between brands and users.

A piece of clothing with a brand concept and brand logo is a touchpoint, a brand account that has added the user’s WeChat is a touchpoint, a song related to the brand is a touchpoint, and a symbol related to the brand is also a touchpoint.

Of course, the content presented to users in the official account, the content presented to users on traditional communication channels, even employees carrying branded backpacks and taking the subway, employees wearing work uniforms walking through the streets, and cars with branded logos, these are all touchpoints.

A touchpoint is the point where a brand has the opportunity to convey information to a user and come into contact with the user.

Compared with private domain traffic and public domain traffic:

• Private domain traffic has a more definite and detailed user portrait, and the user portrait of public domain traffic also exists, but is relatively vague.

• Private domain traffic has a stronger trust in you - because in private domain traffic, you interact with users more frequently, build more touchpoints, transmit richer information, have a better foundation of trust, and users are more likely to be willing to tolerate small mistakes. Users of private domain traffic may continue to pay, not just for the goods, but are also more willing to continue to accept your new ideas, while users of public domain traffic are more concerned about your performance.
• However, due to such closeness and connectivity, the number of users covered by private domain traffic is limited after all, and operational resources will never be infinite. Therefore, the closer the traffic, the more operational resources should be invested, and the looser the traffic, the fewer operational resources should be invested. This seems to be a seemingly correct principle.

But different resources always bring different returns. Public domain traffic can cover more users, and users in private domain traffic will not definitely not flow out.

Which type of user pool should be invested more resources to increase operational efforts at this stage? This is highly correlated with the scale of the business, the frequency of product consumption, the rigidity of demand, and the development stage of the business.

Taking the above picture as an example, different product types and business types determine whether the conversion gap between public domain traffic and private domain traffic can reach such a large gap.

The long-term value that public domain traffic can bring to users may be worth investing heavy resources in the introduction and operation of public domain traffic at the current stage of the business.

If you always think that private domain traffic is more advanced and you only need to operate users in the private domain traffic model, it only means that your business volume is still too small and you have too few resources available to operate users.

A kiwi farm has only a two-month sales period a year, but has a huge production volume. Should it prioritize the construction of a private traffic pool, convert users into private traffic, and continue selling in the private traffic pool? Or expand channel resources and quickly build a sales network?

When Luckin Coffee started out, it had sufficient funds. As stores opened quickly, the store brand exposure naturally brought in new traffic. At this time, should it focus resources on building private domain traffic, or on expanding channel resources through public domain traffic? But at this stage, where should we focus our energy? (Note: For Luckin Coffee, the APP carries more of its private traffic, while WeChat has become the battlefield for it to expand its public traffic. Therefore, the definition of private traffic has nothing to do with tools, but is related to the stickiness between the brand and users.)

Should a wedding planning company build private domain traffic or expand public domain traffic to obtain more channel resources? Should floral companies build private domain traffic or expand public domain traffic to obtain more channel resources?

Therefore, there is no distinction between good and bad in the world. It is just a choice based on specific circumstances. The choice of sales source is closely related to the business stage, current business goals, the frequency of consumption, and the rigidity of consumption.

The essence of private domain traffic is actually those user groups that have higher stickiness with you, that you know better and that know you better, that can be called upon and operated. It seems to be different from public domain traffic, but in fact there is no such clear dividing line between it and public domain traffic. It's just a difference in degree.

02. What is the relationship between these “user growth techniques”?

Community e-commerce ≈ group leader channel.

Group leader channel: It is a WeChat business channel with community area attributes, and also a private domain traffic with community area attributes.

Private domain traffic: Strictly speaking, it belongs to the own channel, but it is not completely equal to the own channel, because the own channel is free of charge, but the mobilization of some core users in the private domain traffic pool may require certain costs. Whether the traffic coverage and sales conversion capabilities are strong depends on the number of basic users maintained on a daily basis, as well as the matching degree between the personality maintained in front of the user group and the recommended products.

Whether it is KOL or KOC, whether or not they can bring goods is related to the role setting, and also to the frequency and quantity of the goods promoted on a daily basis.

KOL, KOC, and community group buying are essentially a type of channel. Here is a brief explanation:

In the picture above, there is a channel module with strong communication ability but weak conversion ability. Some students may ask, in the current era of brand and effect integration, do we still need channel resources that only have exposure but no sales conversion? need! !

Whether or not to use such a channel depends on three factors: resource capabilities, business scale, and the overall strategic structural layout of the channel.

We have mentioned before that the number of touch points and the information conveyed by the touch points will affect users' judgment of the brand. In the matter of brand and effect integration, we are actually increasing exposure.

Although no direct conversion was achieved through the exposure channel, since such exposure was a strong touchpoint for users, the product’s sales conversion through another channel was greatly improved.

The exposure itself is a reminder to the user, reminding him to complete the conversion more quickly through channels that are convenient for conversion.

We may have had similar experiences:

• Originally, the rules of Double 11 were too complicated, so I didn’t plan to buy anything. But I saw Double 11 advertisements at subway stations and on bus signs, so I paid attention to the Double 11 activities and bought some things.
• I had no intention of eating, but when I saw a friend post a barbecue picture on WeChat Moments in the middle of the night, I immediately opened the food delivery app and ordered a barbecue.

After discussing the differences between these channels, let’s talk about these popular “user growth techniques” on the market. In essence, they are not talking about growth techniques, but a source of users, which can be divided into the following types:

• We-media channels: KOL and KOC are both we-media channels. Among the we-media channel types, they can also be specifically divided into public account we-media and short video we-media
• Community channels: Community e-commerce belongs to community channels, representing a user source with strong regional attributes. Behind the regional attributes is the fact that logistics costs can be integrated into one, which also gives rise to group buying attributes. For example, various types of BBS, including Tieba, Douban, Xiaohongshu, Zhihu, etc., are also very typical online community channels. As a channel operator, posting some soft articles is also a very common means of attracting users.
• Community channels: Similar to group owners and micro-businesses, they are the specific connectors of community channels. The connectors of the promotion model publish promotional information in the community and on WeChat Moments - this is also the well-known hot word "private domain traffic", but here, the channel chosen by the company is other people's "private domain traffic".
• Distribution channels: cooperative channels with sales capabilities. Some public account media platforms have sales capabilities and can distribute products. Some group buying platforms, product recommendation platforms, and Taobao stores with sales capabilities can all be distribution channels.
• Cross-industry cooperation channels: mainly for exchanging users with platforms of corresponding scale, or exchanging resources for users, to gain user growth. This kind of gameplay is very common. For example, when there was still fierce competition in the bicycle industry, you could often see cross-border collaborations such as getting discounts on meals on a certain platform by riding a Mobike, and getting free movies by riding an ofo to a certain place.
• Own channels: the company’s own WeChat public accounts, Weibo tweet channels, own community promotion, own account Moments promotion, APP push channels, SMS and email reach channels, own short video platform accounts, etc. This is also the company’s own traffic pool, among which the channels with relatively high user stickiness are called "private domain traffic." For Luckin Coffee, private domain traffic must include APP users, but for many consumer products like Perfect Diary, private domain traffic refers more to public account fans and community members.
• Old user channel: fission, users bring users to play. The essence of fission is users bringing users, but there is a lot of room for improvement in the specific rules for users bringing users and the incentive details for users bringing users.

Large companies will also reserve some more powerful channels:

• Distribution platform channels: large e-commerce platforms such as Xiaomi Youpin, NetEase Yanxuan, and Yunji.
• Brand exposure channels: There are many media types to choose from. In addition to online platforms such as public accounts, APP startup ads and Xiaohongshu’s influencer ads are all brand exposure channels that can be selected in online channels. Of course, there are many offline brand exposure channels to choose from.

Of course, the core of the widely circulated "user growth technique" mentioned above does not come from choosing what method to influence users or what type of user source to choose, but in the process of influencing users, what content, what detailed design, and what process flow path are used to impress users and form real growth.

How can we utilize these different types of channels to achieve real “user growth” at different stages of our business?

When talking about user growth, we have to talk about the important factors affecting the three stages of user growth:

1. When product-driven, rely on the influence of trust

How to build trust?

In addition to ensuring that the product itself does not fail, how can we build stronger trust in the channel?

The first step is to build a foundation of trust. At this time, we need to use private traffic pool more.

The building of user trust in the private traffic pool is better built, making it easier to complete the first step in using the product. At the same time, by cooperating with conversion-oriented KOLs, we can also leverage the potential of KOLs to persuade users and convince them to trust the product.

Trust can also come from endorsement from cross-industry cooperation channels. Find channels with relatively high trust potential, build cooperation, and obtain endorsement.

Secondly, it is to reduce the cost of user selection. There are two common paths:

The first is to create scenarios for using the product.

In the program "Partnership with China", the founder of an oven product introduced the product. This oven not only has the functions we commonly see, but can also be used for cooking and making dishes. It can be said that it can replace the functions of most kitchens.

So the judges asked the founder how he could sell this product. The founder provided a lot of data, but failed to convince the judges.

Later, a judge said, "It looks like a single woman's kitchen." In fact, this creates a scenario for using the product. When we present the scenario for using the product to users, they can make consumption decisions quickly.

The second is to accept that users have a trial period.

There are many specific ways to design a user experience period, and the experience period design methods for C-end business are more mature and diverse.

You can get a 7-day audiobook card that you can give to your friends; NetEase Kaola's Black Card and video platforms like iQiyi also have super low price experiences for a quarter of membership; cosmetics have sample designs, and movies have trailer designs - all of this is to reduce the cost of user choice.

Of course, the e-commerce field now has a universal seven-day no-reason return and exchange policy, which has greatly reduced the cost of user choice, and these measures are essentially providing user experience in different ways.

When reducing the cost of user selection, there is another very important point, but it is not the path, but the details in the execution process: the storyline and path design that persuades users.

• Content design that allows users to concisely understand the core benefits of the product;
• The copywriting design allows users to quickly empathize with the benefits they can get after purchasing;
• Beautiful pictures;

These are all very specific details in designing to improve conversion rates, and such designs may not have standard answers or templates that can be applied.

A well-known online education platform will repeatedly make multiple versions of poster descriptions when launching product posters and course posters to test the optimal solution for conversion rate. The conversion rate here is a surface data indicator, which reflects whether it can quickly convince users to make a choice.

In the product-driven stage, the details of the product experience are of course the most important thing. The polishing of details is inseparable from the different scenarios in which users use the product - the specific usage paths in different scenarios, and the design of the Aha moments in the paths that will make users excited and like it.

The experience is layered and hierarchical, and can be built systematically.

There are two dimensions: experience at different levels and experience at different process links.

Experience is layered. For example: the core idea of ​​this article is the most core experience, the scheduling and design of this article are the second core experience, and opening this article and whether there are corresponding solutions and exits after the article is the third level of experience.

The experience is also designed with links and processes. Readers may read this article in different scenarios, such as when reading, scanning the QR code in the article, forwarding the picture poster in the article after reading the article, or forwarding the article. After forwarding, they may receive comments from their friends. These are all experiences based on this article, and are the experience links that the author can focus on planning.

Only by sorting out the layered experience can we focus more energy and resources on the more core experience level. Only by sorting out the layered and process-based experience can we deliver a more complete and systematic experience.

For an experience to be a good one, it must exceed user expectations.

Experience = sense of surprise * coverage scale * iteration speed

Experience is closely related to the sense of surprise, the scale that surprise can cover, and the speed at which surprise can be iterated.

To achieve a sense of surprise, it requires the support of marketing thinking; to be able to cover an objective scale, it requires the support of product strategy.

In fact, the experience is non-real-time. After users experience the service, it may take a long time for them to form an evaluation of the experience. On the one hand, users need to make comparisons before they can form an evaluation. On the other hand, users cannot feel the value of the experience immediately. Instead, it takes some time for them to discover that the service update has brought better results, thus forming an evaluation of the experience.

Therefore, to create a better experience, it is necessary to track users’ feelings and evaluations of the experience over a period of time. We cannot form conclusions about experience delivery based solely on users’ current evaluations.

2. When driven by digital marketing, it relies on a large number of channel operation capabilities

The ability to quickly expand sales is the ability to operate channels, and the ability to operate channels is composed of: channel expansion, channel operation, channel content planning, and channel process follow-up.

However, in order to be able to target the expansion, operation, content planning, and process follow-up of channels, we must be able to understand what the effects of the channels are, why, and how to view them.

In my opinion, channels have three core values:

• Exposure level ≧ Building awareness

First of all, the channel must have broad value in building consumer awareness. To be able to build consumer awareness, it needs to have a certain level of exposure.

What is exposure level? It is the traffic data that can be covered.

Therefore, if we want to operate the channel better, we need to know the exposure level of the channel, how many users it can cover and influence, how much traffic it can obtain, what kind of traffic it can obtain, and how to establish cooperation with this channel.

• Acquire accurate users ≧ Complete conversion

More importantly: after exposure, the channel can help us accelerate the conversion and get sales results. When the channel has a strong persuasiveness to consumers and when the content delivered on the channel has a strong persuasiveness, the channel can play a conversion effect.

Therefore, if we want to operate the channel better, we need to know the customer acquisition scale of the channel: how many users can be influenced to form conversions, and what types of users can be influenced. In order to achieve better sales results on this channel, how should the required content details be designed? What style of products is suitable for this channel? How should this channel be priced? And what results can different products achieve through this channel?

• Trust endorsement ≧ brand potential blessing

Why are micro-businesses always willing to post in their circle of friends that CCTV’s advertisements have reported on our products, and that the products have been mentioned in the News Broadcast? In fact, CCTV’s advertisements and certain news broadcasts are channels that can enhance brand potential.

Of course, CCTV is a channel with extremely high potential energy. There are also some channels that have certain brand potential energy, but they can be much cheaper, such as elevator advertisements in high-end office buildings, or brands mentioned by Zhihu celebrities when answering questions.

Therefore, if we want to operate the channels better, we need to know whether the channels have the effect of brand endorsement.

What kind of user groups can the channel endorse? At this point of endorsement, what is the intensity and efficiency of users’ reception of information? In order to better enhance brand potential, how should the required content details be designed? What style of products is suitable for this channel? How should this channel be priced?

3. Drive brand through premium and loyalty

When driven by the brand, we rely on channels to expose basic information, rely on top KOLs to enhance brand content and tone, and rely on mid- and low-end KOLs (also known as KOCs) to complete interactions between brands and supplement the brand's tone.

The brand itself is an asset. The brand itself is building a user traffic pool. As long as the brand is willing and uses the right methods, it can easily convert users in the traffic pool into a private traffic pool.

Private domain traffic pool is a technique, and brand is the long-term value.

What’s interesting is that the logic from product-driven, to digital marketing channel-driven, and then to brand-driven is actually the opposite of the way traditional businesses operate. In the past, it was brand-driven, then channel marketing-driven, and then product-driven.

Those who are over 30 must remember that the way BBK became popular all over the world was that it first won the CCTV advertisement. After watching the CCTV advertisement, people found that the sales channels also had BBK products. So they tried it out and found it was good, so BBK became famous all over the world.

The change behind this is actually because today's users increasingly trust their own judgment rather than the platform's choice or celebrity endorsements. The younger generation of consumers, in particular, care less and less about brand endorsements, and truly only choose products that suit them rather than branded products.

Only on the basis of recognizing the value of the product can the dazzling touch points built by the marketing channels begin to play their value and convince more users.

Users have become smarter, personalized flexible production capabilities cover more production lines, everyone is paying more attention to the value of the product itself, and the products on the market are more beautiful, more diverse, and the scenarios are more segmented.

Future growth is not just a competition of technology; product experience is the ultimate winner.

03. How to deduce a new “user growth technique”

There are always new "user growth techniques". Ultimately, it is the way and habits of users in accessing information, and their state when accessing information, which influence whether users are willing to try the product and become users of the product.

Therefore, when designing based on the product, it is particularly important to consider the scenarios in which users use and want to use the product, the points of contact between the product and the user, and the content that needs to be presented to the user at the points of contact.

1. Scenario

The scenario, after all, is the circumstances under which users will use the product; and this situation includes four elements: time, space, people, and events.

Creating a scene opens the door for users to enter the product.

Of course, such a scenario is not something that is created out of thin air, but users may have such needs (explicit needs + potential needs, potential needs include needs that users do not know they have, and needs that users do not have now but will have in the future).

Through in-depth exploration of user usage scenarios, the four elements of time, space, people, and events become obvious. Then, through product functions and channel reach, these four elements are matched to induce users to amplify their needs.

When a user (character) encounters something interesting (event) during their travels (space) (time), photos cannot capture the current atmosphere and mood well, and videos are needed to record them.

When a new mother (character) is taking care of her child (character) at home alone (space, time), and the child suddenly masters a certain action or says some very interesting sentences (event), she really wants to make a video to record and share it.

The cooking master (person) who is good at handicrafts always shares the cooking process verbally, but still feels unsatisfied and incomplete, so he wants to record the cooking process (event) with a video. So he chooses a weekend (time), cleans the kitchen (space), cooks a meal, and records it with a video.

With such typical scenarios, short video platforms can design and polish different product details and promotion details based on food categories, maternal and child categories, and travel categories.

From the product details, it is important to present the atmosphere when users record their travels, so the BGM or soundtrack is very important. Parent-child videos, on the contrary, need to record the child’s clear voice, and the mother should also be able to conveniently add subtitles to more clearly present the child’s condition. Cooking videos need to be able to be recorded for a long time, but be able to be quickly edited into a short video to speed up the expression of the cooking steps and results. The details of the product experience required for these scenarios are different.

In terms of promotion details, in order to entice these users to enter the scene more quickly and generate the desire to use the product, the content level can continuously strengthen the value of these typical scenes, such as "one person on the road, but many people in the scenery", "recording videos in the same place and then meeting", etc. The choice of channels can also be combined with the media that users may come into contact with when traveling, when users are alone at home taking care of children, or when users are cooking. Promotion can be carried out through channels such as Mafengwo, travel translators, parent-child public accounts, and recipe platforms.

In fact, all good content, whether it is text, video, music, or taste, can create scenes - it is precisely because of such scenes that it is particularly easy for us to enter into the article and music and empathize with them.

And those dazzling new terms (KOC, community e-commerce, etc.) are actually new scenarios for users.

Users are gradually shifting more of their communication and interaction time from phone calls, text messages, and offline to WeChat. Users are also gradually shifting more payment behaviors from offline and Taobao to WeChat. The transaction scenarios in WeChat are becoming more and more mature, which is why there are concepts of social e-commerce and private domain traffic based on the WeChat ecosystem.

Users have gradually shifted their main source of information from search, Weibo, big Vs, experts, and certain professional platforms to short videos and public accounts of some particularly charismatic individual marketers (also known as KOLs) who are like the sisters next door. This is how the term IP marketing and internet influencers selling products came into being.

Based on the community as a communication platform, we found that users have the motivation to share products in the community, also have the desire to obtain consumption strategies in the community, and have the need to buy products together in the community.

Then, based on these scenarios, we can create a set of logical methods for operating "private domain traffic":

From the perspective of scenarios, we are more likely to find the platform to communicate with users before others, and we are also more likely to find the way to communicate with users before others.

2. Contact

The contact points with the user, that is, the media that transmits information between the user, the frequency of occurrence and the content that appears, also greatly affects the user's decision-making.

Maybe we accidentally saw the guy who gave Luckin coffee downstairs of the company, so we decided to click Luckin coffee after going upstairs. The moment we saw the guy who saw Luckin coffee was the contact point between us and Luckin coffee.

Maybe when we were browsing the Moments, we saw a friend forwarding an article, and we were not interested in it, but when we found that many friends were forwarding the same article, we might have to click on it. These reposted articles that we kept seeing are the touch points between the article again and again.

The accumulation of contacts and the communication of information on the contacts affect our decisions about use and consumption.

Some contacts are valid, while others are invalid.

For valid contacts, the user will stay here and receive information; for invalid contacts, the user will pass quickly without stopping.

From this perspective, elevator advertisements must be a more effective contact point than highway-side advertisements - because in the elevator, users will stay and it is easier to receive the information conveyed by the billboard.

Previously, netizens gave ofo advice, that ofo can add APP open-screen advertisements, and the refund page can also be used for advertisements, but whether users will accept information and whether they will stay to judge whether they will judge; if ofo really opens advertising, we should not place open-screen advertisements - because open-screen advertisements are relatively invalid contact points, and on the refund page, users will wait and pay attention to how many names they have to queue up, and will accept information, so it is a more effective contact point.

Similarly, in the community, users will actively accept information, and when browsing the official account, users will also actively accept information. The choice of following the official account is itself a "active signal". They want to convey the willingness to accept information, and users also actively want to understand information when browsing their circle of friends.

It is precisely because users are actively obtaining information in communities, public accounts, and friends circles, so communities, public accounts, and friends circles are very effective touchpoints for users. This is why many people are focused on polishing the three-piece WeChat set to operate private domain traffic in order to achieve more effective influence on users.

There are many contact points that users are willing to actively accept information, and there are many scenarios where there are demands.

From the perspective of the scene and from the perspective of the contacts, what are the space, time, events, and characters corresponding to the user's needs? What are the contacts that effectively convey information in such space, time, events and character relationships? This is a more essential thinking.

The scenes and contacts will also change. The new APP will bring new scenes and contacts, the new content will bring new scenes and contacts, and the new technology will bring new scenes and contacts.

By following these new scenarios and new touchpoints, we can find new "user growth techniques".

But such user growth techniques are actually not complete enough, because we have found a scenario with opportunities and a contact point with opportunities. But above this contact point, how should we polish the details of the content presented to users?

3. Above the contact points: incentive rules, experience design, product rules

Don’t be afraid of the lack of details, just be afraid of the lack of frame.

I have communicated with many operating friends before. They have planned many once popular activities, but it is difficult to replicate the successful experience of the activities. The reason is that the previous popular activities rely on their creativity, intuition and good luck, but there is a lack of a relatively systematic framework to create the content on the touchpoint. Because the lack of such a framework may make them consider less details, and the ultimate successful activity experience is difficult to replicate.

Good project results must come from thorough and detailed project execution.

Above the touchpoint, the key points that need to be delivered to users are: incentive rules, experiences and specific product rules.

With both three, you can deliver a good content on the contacts without dragging your back.

Although there are many people doing private domain traffic, which seems simple, not everyone can operate private domain traffic well. If we focus on the problem, the gap is actually in these three aspects.

In private domain traffic, are there any sufficient incentives for users? Is there any experience that exceeds expectations? Is there any corresponding product strategy?

A certain training platform is a platform that is very good at operating private domain traffic.

At the beginning, they promised to deliver quality marketing operations courses, but each lesson was made into a marketing case by this team.

The course promotion before the course starts will be comprehensively used to link up various brand resources. Before, I even booked the subway station and posted marketing quotations from more than 50 marketers in the subway station. I also invited high-value models from various brands to walk the show on the subway site. This action at that time was actively included and reported by many news media.

After the course begins, it is not only the classroom scene that is extremely ritualistic:

There are simple classroom ceremonies and processes, exquisite photography photos, unexpected souvenirs, and seats specially reserved for long-term students (also known as private domain traffic).

At the same time, with the development of this platform, the founder has been focusing on inviting teachers from first-tier cities, traders from the real body of the case to give lectures, constantly connecting the course students to promote market cooperation among students, and users who join this circle have indeed gained far beyond expectations.

Such delivery results also make the users in this circle closer together - because not only have more contacts between the course platform and the users, but more intense, the strengthening of the contacts between users also makes this circle a closer circle.

In addition to experience, the design of incentive rules and product rules is equally important; however, incentive rules may not come from the incentives of money, they can be incentives brought by richer interpersonal relationships, and they can be incentives brought by achieving more projects.

Many brands are good at comprehensively using incentive rules and product rules. Pinduoduo and Taojiji are typical representatives: countless incentive points have been laid on the path of purchasing, recommending, sharing, and buying groups, and these incentive points are closely related to the depth of product use. In short, you will know after experiencing them.

Product strategies usually need to be designed based on user growth logic. On top of the touchpoints, users can feel the value of long-term companionship with this platform.

The training brands mentioned in the previous article are examples, which provide new products for core users, and packaging these core users become spokespersons of the brand. This is not only an incentive rule, but also a product strategy, and of course it is also a great amplification of user experience.

From the details of the incentive rules, what kind of core users should be designed to have corresponding content packaging;

From the perspective of the detailed setting of product strategy, what level of interaction between users and brands need to reach, and what depth to experience and understand in order to experience this spokesperson product;

In terms of experience details, how to amplify the feelings of the interviewed spokesperson and how to use content packaging to make the brand spokesperson benefit themselves is above this content touchpoint and requires specific design details.

The incentive rules are products that constantly stimulate users' inner desires, and product strategies are products that constantly guide users to experience more in-depth.

Think clearly about the scene, find the right contacts, and then improve the planning experience, motivation and product rules on the contacts. I believe that it can continuously help you find new "user growth techniques".

The essence of user growth technology is scenes, touch points, user experience + incentive rules + product strategy.

Among them, the growth hacker model attracts new things, retains, is active, monetizes, and forwards based on the construction of a specific operational framework in essence.

Among them, traffic, conversion rate, and average customer price are objective data reflecting operational growth, just like we use various numbers in the blood routine to reflect our physical health.

And in this, the root of everything is: the long-term value of the product.

Author: Zheng Dagan Training Enterprise Training

Source: Zhengda Care Training Enterprise Training