How to quickly attract “new customers” and “new fans”?

Time is money, so relying solely on long-termism to output various contents is a bit too closed-door and not efficient enough. At this time, it is necessary to join various activities to assist operations, achieve the goal of attracting new users, and prepare for later conversion and payment.

01 Common methods to quickly attract new users

There are many ways to quickly attract new users. As long as the user is given something real and can get it in a short period of time , it will be welcomed by users, such as giving away small gifts and real discounts.

1. Group travel

Allow users to participate with great discounts, such as 40% off, half price or even lower, which is suitable for products and services with not too low average order value.

Group activities are limited to one or two days, which effectively encourages users to form groups spontaneously and invite friends to participate.

Flower e-commerce companies like Huadianshijian, Pinduoduo and many others use this method quite frequently, and users also like it very much - provided that it is really much cheaper than buying individually, otherwise many people would rather buy it at the original price than ruin their impression among friends by recruiting other people to buy it.

2. Lucky Draw

The lottery can be a big event or a small event. For general small and medium-sized enterprises, it is not possible to give away mobile phones or computers frequently. In fact, they can hold more post-purchase draws, or hold draws in the comment section of public account tweets regularly, etc. Giving away coupons, small gifts, and phone bills are low-cost for the brand and more affordable for users.

3. Send red envelopes

It is not recommended to receive the golden red envelope directly, although the fission speed will be faster than Dongfeng Express. But this activity does more harm than good:

1. It is easy to be targeted by the wool party;
2. The people attracted are not accurate;
3. Too fast speed may lead to being blocked;
4. Fans came and went quickly, and I cried the next day because of the loss of fans.

Directly distributing cash vouchers is a more appropriate approach, and there are various variations, such as sending them to friends to collect together. Ele.me, Didi, etc. often use this approach.

In addition, it can be used as an auxiliary tool when the relative effects are controllable, such as creating groups for activities and sending red envelopes at designated locations by appointment.

4. Help like

Helping to like is called "cutting a knife" in Pinduoduo. If you want to get a prize for free or almost for free, you can ask your friends to help click. In fact, it is essentially recruiting people, and friends need to register/follow.

If the prize of this type is not something that users really want , or is "urgent need + scarce", the effect is usually worse than other marketing activities in attracting new users.

For example, during the Spring Festival travel rush, let resistance speed up the rush for train tickets, and during the epidemic, let friends help sign up for appointments to grab masks. This has the characteristics of rigid demand + scarcity.

Apart from this, only free prizes with a high unit price can have a relatively good effect. Another method is the random mechanism. After x friends help, you can get a coupon of up to x yuan or a prize worth xxx yuan. The essence is to rely on high-value prizes to attract users to participate.

5. Task fission

You can get certain rewards by inviting friends to follow a public account or personal account, or forwarding materials. The most common way is to get ten or twenty friends to follow the official account first, and then you can receive the prize.

This marketing method is already very mature and does not require independent development. You can spend a few hundred or a thousand dollars to buy a marketing plug-in (such as the Little Red Dot Task Bao) and play with it for a year.

The key to this type of event is to control the prizes and the number of invitees. If you put some thought into the prizes, you can still keep costs under control and effectively attract new fans of relatively high quality.

But there are two points to note:

1. Estimate the number of participants and volume of activities, and do a good job of risk control to prevent the risk of being blocked due to complaints from customer service during the execution process or other unexpected situations;
2. Be careful of the freeloaders, and prepare the parties and words to suspend the activity in advance. Once you find that the activity is out of control (targeted by the freeloaders), you can take relevant countermeasures.

6. Group fission

It can be seen as a variant of task fission, which was also very popular in the past two years. The same tasks need to be completed, but the difficulty is much lower. You just need to ask users to forward the poster and join the group.

This type of activity is suitable for companies that have community needs, and they can also purchase special community plug-ins (such as Jinqunbao). What is more critical is the poster information (copy) and the wording of the entire process for users to join the group.

The advantage of group fission activities is that after the activities are completed, some groups will settle down, but you need to think about how to use these groups after the activities in advance. It is recommended that the group members be stratified .

For example, when setting up the activity path, users who really want to get gifts (trial classes, work materials, etc.) can be stratified into two levels, namely , registration group and welfare group . The welfare group is more targeted at users than the registration group.

For the different natures of group members after stratification, different re-operation methods and means can be adopted in the later stage to maximize the use of traffic resources. Otherwise, if you only focus on the users who come to claim the prizes, it will cause a huge waste of traffic. These groups will often become dead groups or advertising groups in the end. For groups that are judged unlikely to generate valuable activities, it is better to disband them directly. Otherwise, it will make users feel harassed and have a bad experience in the later stages, affecting their impression of the brand.

Generally speaking, the greater the incentive of the new customer acquisition activity , the faster the spread.

Therefore, no matter what kind of marketing activity you carry out, you must pay attention to creating a sense of scarcity and be good at utilizing “ limited time, limited quantity, and limited quota ”. Otherwise, users may have two impressions – either they think the activity itself is not worth participating in, or they think that since the activity has always been there, there is no rush to participate and they can come back to it later – and often there is nothing else.

Therefore, it is recommended that more activities can be carried out, but the duration of each activity should be shortened, rather than extending the duration of the same activity. For example, if the same type of product is buy one get one free, the items given away will be different every week, which will give users a sense of freshness and make them look forward to it, so that they will pay attention consciously or unconsciously, thus improving user stickiness.

02“New Customers” and “New Fans”

When attracting new customers, the target of “new” must be clear. This new does not necessarily mean a “new customer”, it may also be a “new fan” who has not yet paid .

1. Old employees mentor new employees

In addition to the common fission methods, the common actions for attracting new fans include various old-to-new methods - letting old users introduce new users to pay. This is more common in industry products with high average order value, such as online courses, insurance, etc.

2. Event Marketing

Another way to attract a large number of new fans is through various types of screen-sweeping event marketing. These types of activities are more focused on exposure and attracting new fans. They are characterized by strong social topics, stirring up emotions (user pain points), and fast dissemination speed.

It can be planned into a complex, large-scale event, such as the "Four-Hour Escape from Beijing, Shanghai and Guangzhou" event marketing by Xin Shixiang, or it can be made into a low-cost screen-sweeping campaign, such as the multiple Moments poster screen-sweeping campaign planned by NetEase.

This type of marketing event requires high creativity, and you need to consider what follow-up actions to add after attracting user attention to guide conversion, whether it is to guide them to follow the official account, or to guide them to purchase popular products, and if users do not buy, guide them to other actions, etc.

These all require more thinking and speculation in the early stages of event planning. Spending more time on planning will make the subsequent activities go smoothly.

3. Ground promotion

New customers can also be attracted through ground promotion: distributing flyers and giving small gifts to target groups of people to attract attention/download the app. This category requires a certain budget investment, and the expenses include part-time staff and materials (flyers, gifts). As long as a certain scale of investment is made in a short period of time, the goal of quickly attracting new customers can be achieved.

There are so many ways to quickly attract new users. You can choose according to your own goals, user characteristics, budget, and manpower , or even try every method. The key is not the number of people attracted. It is just a starting point: you also need to hold on to the subsequent daily operations , such as the traffic, stickiness, and word of mouth mentioned in the long-termism, in order to make the entire operation business sustainable .

Finally, I would like to add that although the means and methods of attracting new customers are classified as "short-term", this is only relative to the characteristics of a single event. If we extend the timeline and look at the entire operation work, activities are actually long-term. There may be no activities for one or two days, but there must be one activity in a month, and they often appear together with content output.

Author: Guo Lvxia

Source: Operations Home of the Scapegoat