Brand promotion: How to find truly valuable users?

Whether we are doing marketing or business, we all know how important our users are to us. Many people even call users "your bread and butter" because they are the main source of your business.

Therefore, it is very important to find truly valuable users.

So, what kind of users are valuable?

When faced with this problem, many people believe that users who have needs and financial capabilities are the truly valuable users. For example, if an Apple phone sells for 6,000 yuan, users who want to buy an Apple phone and can afford this price are valuable users.

In fact, the users who buy Apple phones are not all those who bring value to the “rich” users. There are also some users who have no money but can bring in rich users, who are equally valuable for product marketing.

Therefore, only by analyzing the different user values ​​and carrying out reasonable management can we maximize the value of each user.

According to the value of users, users can be divided into three types for management

1. Financial value of the user: This type of user can directly bring you sales or other benefits.

2. User resource value: This user can recommend more target users around you.

3. The energy value of the user: The user may not have money or resources, but has the energy to be active and participate on your platform, and can even spend his own time to help you with word-of-mouth promotion.

Let me tell you in detail below.

1. Financial value of users

To run a business or a brand, you need to make a profit by selling products. Whether the product is a virtual service or a real physical object, someone needs to consume your product. If there are users willing to spend money, this can directly bring you sales revenue.

This is also the user type that many of us are familiar with - the target users with financial capabilities. The value of this type of user to the enterprise mainly lies in the user's financial ability.

For example, when a user goes to a store to eat a meal and gives you money, this is the most direct financial value that the user brings to your store.

For example, although many things on many game platforms are free to play, there are some users with relatively strong financial capabilities who will pay for some paid equipment or other services, bringing income and profits to the platform.

(This is also why, when a game becomes popular, there will definitely be platforms that will play with you or help you quickly upgrade as long as you spend money.)

When facing users with financial capabilities, the focus is on managing the core needs of such users. For example, providing more convenient and efficient services to enable such users to meet their special needs.

(For example, many airlines have launched platinum/gold cards to meet the needs of business people who want more efficient and convenient services)

2. User resource value

Many people who do user management think that the user has no value if they find that the user has no financial ability. In fact, users have not only financial value, but also resource value.

The resource value of users here refers to the relevant user resources that users can bring to you. For example, although user A does not have the financial ability to consume your product, his friends and colleagues do have the financial ability and may have this demand.

For example, when we were increasing the number of membership users for a restaurant, some users did not have the ability to apply for membership but were able to recommend their friends to apply for membership.

Therefore, do not simply ignore the users who have already been attracted, but instead discover the different value of these users.

You may ask, why would users be willing to recommend their friends to me?

This requires us to design a referral incentive mechanism based on the characteristics of this type of users.

For example, the simplest one is that a user recommends another user and gets a certain amount of reward. This is the most common referral reward mechanism on online platforms.

However, for offline stores, this method of giving a user a certain amount of money or a discount when the user recommends another user to you may not be very effective. Sometimes you will find that if you don’t pay, users may actively recommend your store’s products or other products to their friends, but if you pay them, they are less willing to recommend their friends to you.

why is that?

Because for offline physical stores, users recommend their friends and colleagues who are familiar to them. Such users will face a psychological concern - "My friends and colleagues think that I recommended them to this store for money, I feel embarrassed."

Therefore, when facing this type of user, a different referral mechanism needs to be adopted. For example, by recommending a friend, both of you can get a reward and so on (the specific situation needs to be adjusted according to the characteristics of different users and offline brands).

3. User energy value

The energy here refers to the user's mental and physical investment.

As the saying goes, "Those who have money contribute money, and those who have strength contribute strength." A similar idea applies to the management of user value - even if users have no money or resources, they have the value of time and physical energy!

For example, a gaming platform cannot lack more than users who have a lot of time and energy. Because these users can bring popularity and engagement to the platform. The participation of these users can attract many people with financial capabilities to participate.

So these users provide the platform with advertising value and other related value.

Many businesses allow users to forward a circle of friends or complete a task to get x yuan off or something. In essence, this is also taking advantage of the user's energy value in the world (users invest time to do this thing).

Summarize

For the users we have worked hard to attract or direct through various means, we cannot just look at whether they have financial value. We also need to explore and analyze their other values ​​- including their value in terms of resources and energy.

In order to identify these user types, we need to do in-depth user analysis based on user portraits.

After all, it costs money to attract traffic, and we must cherish our hard-earned users!

Source: Mr. Monster