4 ways to operate B-side products!

New operators who have just entered the industry are always troubled or even a little scared about B-side product operations . This article will analyze how to operate B-side products well from four aspects. Let’s take a look!

For those who are new to operations, they often get scared when talking about B-side product operations. Why is that?

There are three reasons for this analysis:

First, it is difficult to distinguish between the target customers and target users of B-side operations . Who are the actual users of the product? Who actually pays for the product? Who should the operational work objectives revolve around?

Second, the content of product operation implementation is general and fails to grasp the actual pain points of target users. For example, the solution is large and empty, without segmenting user groups!

Third, data analysis is too simple and cannot truly guide operational decisions. For example, without understanding the user's behavioral path, a simple analysis of one or two dimensions of data indicators is used to dictate the next decision, deceiving oneself in order to cater to the indicators that managers want! It turns out that no matter how much I review it, it’s useless!

The so-called B-end operation is different from the C-end operation. The target users are relatively scattered, and only more practical scenarios can inspire users. In addition, the effect of B-end operation is not easy to show, so it is more difficult. In fact, everything has its own rules. It depends on whether you are willing to take the time to explore the mysteries! This article summarizes a four-character motto to share with everyone, which is the "stabilizing force"!

must

The so-called "positioning" refers to product positioning. It sounds a bit abstract, but it is the basic foundation of operation work. Product positioning determines the product value proposition. Why do I say that?

Only by accurately positioning the product and producing a differentiated product value proposition can you acquire an accurate user group. In addition, the product's naming, slogan, logo, mascot, and peripheral extensions are all based on accurate product positioning!

So, how can we accurately position our products? This leads to the core issue of B-side product operations: target user group portrait!

First of all, we need to understand who the real users of the product are? What we are talking about here is users. Please note that they are different from customers. Customers can be seen as an industry or a company, while users are the real users of the product and can solve their pain points. At this time, some people may wonder, can users still be considered users if they do not have the power to make purchasing decisions?

The answer to this question is undoubtedly: it must count! Products must be value-driven, rather than taking shortcuts by relying on sales to lobby management decision makers. Even so, without being value-driven, customers will not be able to renew their subscriptions for long!

After clarifying the user groups, as an operator, we must also explore the application scenarios of each link of the user like a product manager, and dig out their pain points. Please note that it is digging. Sometimes users may not think it is a pain point due to work inertia. This requires us to bring product value with a sense of scenario, improve user habits, and enhance user work efficiency and information level!

On the other hand, the product does not have any solutions to the users’ real pain points, so they need to be fed back to the product and after conducting demand research and analysis, a decision should be made on whether to initiate the development project! Therefore, the job profile of operations came out naturally: that is, to explore user pain points, to use scenario-based solutions to fully expose product value to users, and to collect users' real needs and feed them back to the product, thus becoming the most solid bridge for communication between user needs and product value.

The product positioning is clear, the value proposition is clear, and the target users are known, so how can we attract users in an all-round way?

2. Sea

“Sea” means massive, which means using massive product value information to reach users in all directions. So how can we reach users in all directions? First, we need to segment the user groups and industries. Different industries have different businesses and application scenarios, so we need to specifically sort out the operation toolkits, such as industry white papers, industry solutions, industry year-end reviews, business learning material packages, etc. In addition, for the segmented user groups, we need to output benchmark customer cases with specific appeal and promotional materials (brochures, promotional videos, picture albums, operation manuals, etc.).

Now that comprehensive promotional content is ready, how do we reach users? This requires analyzing user behavior paths and prescribing the right medicine.

For example, the user’s product acquisition path is: browse – register – try – pay – renew (recommended). At this time, we need to perform operational actions at each node and know which channel the user browses through, is it the website? Promotional video? Brochure? Case? Or something else? You need to communicate with users, make analysis and judgment, and then focus on effective channels!

During the registration stage, carry out content marketing fission activities. You can get a full set of learning materials by registering. During the trial stage, do a good job of product value delivery and training. During the payment stage, implement an invitation mechanism and carry out activity fission. Renewal and recommendation should be done through word-of-mouth marketing.

In general, it is necessary to make good operational strategies wherever there are user behavior paths!

So, how do we judge whether a strategy is good or bad? Then let’s look at the third word of the mantra!

3. God

"Shen" means being able to make brilliant plans. How can one achieve brilliant plans? That depends on data analysis!

Communicate with the product, do a good job of data collection, conduct data analysis of operational strategies every week, and make multi-dimensional comparisons, such as by individual users, decision makers, industries, etc., to find the real underlying logic buried deep inside and guide operational decisions!

4. Needle

The so-called "needle" refers to growth. The fundamental purpose of operation is growth. Based on data analysis, we must conduct a quick review, summarize the rules, maximize the effective operation strategies, improve or decisively abandon ineffective strategies, and repeat this cycle over and over again until a closed operation loop is formed!

Author: Lv Yugang

Source: Lv Yugang

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