5 classic marketing strategies to attract new users!

The most fundamental core of an enterprise's development:

Whether the user's lifetime value is greater than the user's acquisition cost represents whether the company is worth investing in.

The lifetime value of users is not something that has been achieved yet. For most of the current e-commerce platforms, they are basically in a state of huge subsidies in order to occupy the initial market.

But there is one thing you must understand and explain clearly:

You need to explain clearly to your investors, your employees, your boss, and your partners what your next development plan and future profit model will be, and you will continue to work hard in this direction for some time to come.

The most important thing for an enterprise in the early stages of development and during a period of rapid development is the efficiency of acquiring users.

There are basically five common and effective ways to acquire users:

1. Comprehensive promotion

The best ground-based marketing team in the country should be Alibaba’s China Supply Chain Iron Army. This team was trained and cultivated during Alibaba’s early B2B days. Including the early field sales managers of companies like Meituan, most of them came from Alibaba.

There are various forms of ground promotion: distributing flyers, door-to-door sales, setting up stalls, checking vehicles, offline promotions, offline cooperation with corporate stores, etc.

There is such a street for offline promotion in Wangjing. You only need to go downstairs, take a walk, add a bunch of QR codes to follow, and you can have lunch. By the way, you may also get a bunch of toy dolls, tissues, etc.

2. Advertising

Online Baidu bidding SEO\SEM delivery, Guangdiantong, Bytedance, etc., such as CPA (pay per action), CPS (commission based on actual sales of products), CPC (pay per click) and other delivery models, as well as offline advertising delivery channels in key areas, such as subways, buses, elevators, outdoor advertising screens, Focus Media, etc., all belong to advertising delivery.

3. Cross-industry cooperation

Online mutual promotion + offline mutual promotion, online and offline joint activities. For example, common movie promotions now basically utilize online promotion plus offline press conferences and fan meetings. Before the movie is about to be released, they find some companies to cooperate and promote each other, promote the movie on the packaging and coupons, and put the brand of the cooperating company in the promotion of the movie. At the same time, they use the celebrity effect to allow companies to use celebrity resources to expand their publicity.

4. Event Marketing

For example, Logical Thinking’s New Year’s Eve speech, New World’s four-hour escape from Beijing, Shanghai and Guangzhou, Starbucks’ coffee cups, Durex’s creative advertisements, etc. The cost of an event marketing is actually relatively low, but the communication value is extremely high, and to a certain extent, it is entirely possible to create viral word-of-mouth marketing. But it requires a certain amount of timing and luck.

5. Social Communication

Today's social platforms have grasped the psychological needs of users. All marketing messages, social currencies, interesting, fun and practical content sent by others that you come into contact with belong to social communication. For example, the red envelope coupons from Meituan and Didi, the group buying from Pinduoduo, Taobao’s Double Eleven, Alipay’s New Year card collection, etc.

There are many ways to spread social information, such as sharing red envelopes and coupons, creating high-quality content, and group buying. As long as the product has these marketing methods, it will definitely bring new customer acquisition effects. The effectiveness of the new customer acquisition effect depends on the area of ​​social communication and whether the efficiency is sufficient. The biggest advantage is that the cost of this method is basically zero.

But judging from Pinduoduo, which went overseas and went public in the United States in just a few years, this marketing method is extremely valuable for communication. Companies that are doing well now, such as MissFresh, Meituan, Didi, etc., all conform to this logic: extremely low cost, fast speed, and large scale.

On the whole, if you want to acquire a considerable number of users at a very low cost and at a very fast speed under controllable conditions, only social communication marketing methods have this advantage.

The effectiveness of social communication depends on whether the efficiency of attracting new customers is high enough.

The efficiency of attracting new users through social communication consists of three parts:

1) Sharing efficiency

How many of the existing user base are willing to help you share?

2) Conversion efficiency

After reaching the audience, how many people can be converted into your new users.

3) Sharing frequency

Everyone who is willing to share can help you share several times during the user's life cycle.

Summary of knowledge points on customer acquisition and new customer attraction

The five ways to acquire users are:

1. Comprehensive promotion in various forms, such as distributing flyers, door-to-door sales, setting up stalls, and offline cooperation with enterprises.

2. Advertising, online and offline advertising channels.

3. Cross-industry cooperation , mutual promotion online and offline, and joint creation of activities.

4. Event marketing requires precise grasp of the market and timing, and there is no standardized methodology for success.

5. Social communication: all marketing messages, social offers, interesting, fun and practical content sent by others that you can access on social platforms are social communication.

Author: Coconut Purple

Source: Coconut Purple