User operation and promotion of full network marketing

In the past, when companies were doing product marketing and promotion, they did not consider users as a factor. If they did, users only played the role of paying money in the entire product promotion process. Once users paid, many companies wanted them to stay wherever they wanted.

Nowadays, users’ sense of ownership has begun to awaken. If companies still use the old ideas to promote their products, they will naturally go in the opposite direction and their performance will decline. Looking at those old brands that have disappeared, most of them collapsed because they could not keep up with the times.

User operation is becoming more and more important nowadays, and all the newly emerging Internet celebrity brands are very good at user operation.

Nowadays, the role of users in the development of enterprises, in addition to paying money to support the enterprises, has also expanded to include two modules: content output and publicity and promotion. These two items are more valuable at a time when the cost of acquiring customers is getting higher and higher. The popularity of the concept of private domain traffic is evident from this.

If you capture the users, you capture the profits, of course the premise is that the product is up to standard. No matter how good your user operations are, they will be useless if you encounter a crappy product. When the product is approved but there is not much budget for promotion, user operation and promotion is definitely the life-saving straw for the company, which is cheap and effective.

This article explains the value and importance of user operation and promotion from the two new values ​​added by users: content output and publicity and promotion.

Content Output

The biggest worry when doing operations and promotion in a company is not the inability to keep up with the hot topics, but the lack of product materials. Large companies have design departments, and their product materials can basically meet daily promotion needs. Small companies only have one design department or even no design department, so their product promotion will be restricted.

A good cook cannot cook without rice. Without materials, marketing promotion personnel can only express their sorrow to the media.

In addition, mobile devices have made traffic increasingly dispersed. In the past, if you could get a large media TV, you could sit back and count the money. Now, to promote a product, you have to cover at least 100+ media, and this is still a small number. If you encounter a strong team, you can cover thousands of media. And covering these media naturally requires content output.

When I was operating mobile games, I discovered a shortcut to content output, namely user output of content. In order to promote the game, we registered accounts in more than 20 forums and posted game guides, ranging from elementary to advanced gameplay, and more than 30 FAQs, each with 500 to 1,000 words. If we had written them ourselves, it would have been time-consuming and laborious and would not have helped much in terms of performance output.
Later, I launched a strategy collection activity, offering in-game gold coins (virtual, zero cost) as rewards. I collected all the strategies in a week, and after a little organization, they were ready for public use.

This case gave me a lot of inspiration. Later, when promoting e-commerce products, I also used this idea and mailed samples to Xiaohongshu and Weibo users for free, in return I received a series of carefully edited product pictures.

If we take photos ourselves, we can only take two or three sets of photos a day at most, and they may not look good. When I go to collect materials, I can receive twenty or thirty sets a day, all with different styles and each one is perfect.

Someone may ask, how can you be sure that the users you find can take good-looking photos? Here is the trick. Just look for users who have posted beautiful photos. In other words, we choose users who are first-class photographers. Although it takes some time to find these users, receiving all kinds of beautiful pictures makes us know that our previous efforts are worthwhile.

Once we receive these materials and obtain their consent, we can do whatever we want. We publish our products on various platforms where there is exposure, with hundreds to thousands of exposures on each platform and dozens of materials every day. After a few months, our products will be everywhere in the world. The influence of our products is growing day by day, and the external traffic-generating effect is also very significant. This is the value brought by user-output content.

When requesting images from users, we will also talk about the product and hear the voices of real users. They will give us their suggestions, opinions, and even new promotional methods.

Some interesting copywriting and selling points are thought of by users. What have we paid for it? A product that is sincere to users and offers free experience. From an emotional point of view, it is priceless; from a cost point of view, it is extremely cost-effective.

Promotion

Every company wishes that users all over the world would help them promote their products, but deep down they do not regard users as friends, but only as tools, so users naturally do not care about them.

The company had no choice but to spend money on promotion, but the cost of promotion was high and the company could not afford it, so it suspended the promotion. Without promotion, revenue could not be generated and the product could not be produced. The company was struggling on the brink of life and death.

Treating users as friends not only allows you to gain a vast amount of material, but also gain countless promoters. Take the simplest method: group buying activities as an example. When I was running online courses, I had tens of thousands of paying users and a dozen user groups. I answered users’ questions in the groups every day, and user maintenance was pretty good.

A set of 998 courses was launched about two weeks ago. At that time, the company happened to be facing financing pressure and needed to increase sales. What should it do? Let users help promote it.

We planned a group buying activity, where one person brings two people together, and each person only needs to pay 698 to purchase the course. Old users know the value of this course, which is equivalent to courses on the market costing three to four thousand yuan. Nowadays, inviting two people can save 300 yuan, which is still very cost-effective.

Please note that this is an invitation to purchase, not as simple as an invitation to register. As a result, many users mobilized people around them to buy the products, and some people were dragged into paying for no apparent reason.

After the event, course sales increased threefold over the same period, and sales revenue more than doubled. What is even more commendable is that we have gained a lot of new users. It should be noted that the reason why old users will actively help us attract new members is because they have great trust in the platform.

The community’s daily user maintenance and experience sharing have already allowed us to play together with users. When there are special events, users will participate without hesitation.

Every user is a potential distributor. There are a few users who will recommend anything for money, but most users recommend products they approve of to their friends. In the past there was a term called Amway, now it is called planting grass.

The company and users become one, and users share the joy of experiencing the product in their circle of friends, are seen by their friends, and influence the people around them, thus attracting waves of new users to the company.

Moreover, the feelings of users actively posting on Moments and paying for passive promotion are completely different. When we watch live streaming sales, we can find that when the anchor recommends products that he is not familiar with for money, he has no emotions and cannot arouse people's desire to buy.

When a host really likes a product and recommends it, it is difficult to act out that kind of genuine emotion. Users who are infected by emotions have only three words in their mind: buy, buy, buy. Just maintain the users well and let the users do the product promotion.

at last

Playing with users and treating user operation and promotion as a major module of company development is an inevitable choice for the development and growth of modern enterprises.

A newly emerging cosmetics brand has accumulated hundreds of thousands of users in its private domain. Once a new product is released and promoted, the sharing of these users alone is enough to sweep the screen. If other companies want to spend money to achieve the same effect, it is impossible to do so without tens of millions of dollars.

User operation and promotion is a long-term plan for the survival and development of an enterprise. Remember, you must do it!

Author: Tiger Talks Operations

Source: Tiger Talk Operations