New media operations: promotion and new customer acquisition

The four core goals of operations: attracting new customers, promoting activation, retention, and conversion (orders). When it comes to attracting new customers, it’s more about specific tactical issues. How to fight, fight beautifully. There aren't many rules, it all depends on your thinking. Of course, there is a central point, which is the user.

Nowadays, the content and user groups of public accounts in different industries are different, but the intensity of competition is the same. If you slack off or stagnate for a moment, you will be left far behind by competing accounts. So no matter what stage your official account is currently in, you can never stop attracting new users. Only by constantly acquiring new users can you survive in the competition. When it comes to "attracting new customers" and "promotion", I believe many people feel both familiar and unfamiliar. What is familiar is that we become the target of "new user acquisition" on other people's public accounts every now and then every month. What is unfamiliar is that when it comes to ourselves, we feel that "new user acquisition and promotion" are far away from us: we don’t know how to plan new user acquisition activities. Then let’s first learn the ideas and necessary strategies for attracting new customers.

“User Attraction” Idea

Starting from the bottom-level needs of users

We all know that the most popular product we pay the most attention to during the Spring Festival Gala every year is the WeChat red envelope. Therefore, red envelopes are undoubtedly the basic need of everyone during the Spring Festival. The red envelope product developed by WeChat based on this demand can easily achieve infinite fission and attract new users, and has been widely disseminated during the Spring Festival. So this proves that if you have the right idea, you can get twice the result with half the effort. So when you are working on a "new user acquisition" plan, you might as well try to start from the user's underlying needs and explore some of the deepest weaknesses of human nature. You don't need many weaknesses, just one is enough, but you must repeatedly confirm whether it is absolutely accurate and absolutely meets the user's underlying needs, and then use it as a connecting point throughout the activity. As long as you do these things well, you can provide some continuous driving force for "new user acquisition."

Key points for attracting new users through new media

1. Conform to user personality

"Attracting new users" is inseparable from the most critical step - user sharing

Currently, many public accounts spend a lot of time looking for materials and researching how to promote them. However, the final content cannot immerse users in the content, and they cannot find which content is actually related to them. In addition, many operations will adopt a "free giveaway" activity after the company gets some budget. Then, after making posters one after another, there are still very few new users. It should be clear that many companies currently use social networks as a channel to attract new users. If you cannot have a deep insight into people's psychological demands in the social environment, it will be difficult for you to gain a foothold in social networking. Sometimes, changing the wording and improving the starting point of your thinking will produce much better results.

The first point: interesting. Whether it is the formatting or the content of the tweet, it becomes interesting, which can attract users' attention more easily and create a sense of freshness and expectation. Once the sense of freshness is created, it is very easy to cause forwarding and sharing.

The second point: help users express their ideas. Not everyone has very rigorous logic and can express their true ideas rationally and clearly. If you can help your users describe their own status and express their inner thoughts, then these users will find some resonance in your content, and forwarding is inevitable. The third point: dry goods, high-quality dry goods content, must be summarized regularly. This type of content has its own dissemination attributes, which can not only enhance your own professionalism, but also users who forward it on micro-blogs can create a perfect "professional" personality. Therefore, if you use these three points to improve your starting point, the results will definitely be visible.

2. User acquisition strategy

If you want to continue to "attract new users", you cannot do without the ideas of content operation I mentioned above. However, if you want to achieve the goal of attracting new users as quickly as possible in a short period of time, you will inevitably need event planning and technical tools. The main purpose of technical tools is to realize the statistics of superior-subordinate relationships, which helps to operate the statistical fission level and make the promotion more efficient. At the same time, it can also make the activities more interesting and achieve twice the result with half the effort. Before we start, let's first count what types of activities there are.

First, online

It mainly uses WeChat, Weibo, forums, self-media, video live streaming websites and other platforms as carriers, and has derived various forms of activities. For example, activities on WeChat include but are not limited to: online sharing, commenting and liking on public accounts, grabbing red envelopes, fortune telling, big roulette, prize forwarding/question and answer/survey, voting rankings, micro-bargaining, micro-group buying, WeChat check-in, fun tests, micro-assistance, one-yuan shopping, micro-flash sales, etc. The more common activities on Tieba forums include: building floors, voting and ranking, auctions, photo sharing, competitions, sign-ins, live broadcasts, socializing with friends, and Tieba charity. Weibo activities include: retweet lottery, fan voting, Weibo sofa grabbing, video/slogan/article/creative solicitation, topic activities, etc.

Secondly, offline

The main ones include: training, salons, ground promotion, live broadcasts, free trials, holiday marketing, promotions, charity, anniversary celebrations, press conferences, sponsorships, theme activities, parties, exhibitions, etc. You should choose the type of activity that best suits your official account based on actual conditions (funds, resources, personnel, timing, time, positioning, etc.) in order to achieve good results.

After introducing our online and offline activities, I will tell you 3 key points + 4 strategies.

3. User acquisition methods

1. Old customers bring in new customers; that is, through invitations or recommendations from old users, old users are encouraged to share the product. As long as the old users succeed in attracting new customers, they can get some corresponding rewards. This is a relatively easy-to-use method.

2. Word-of-mouth growth; this is the best way, but the product must be very attractive, and the more users there are, the better word-of-mouth marketing must be. With the help of word-of-mouth effect, more new users will be attracted, and the effect of attracting new users brought about by word-of-mouth communication may be explosive growth.

3. Attract new users through activities. Of course, activities are also a common way to attract new users. For activities within the product, you should also formulate some rules to promote user forwarding. Only in this way can you not only increase the exposure of the activities and improve the rate of attracting new users, but also make the users within the product more active. However, when doing this, you must pay attention to that the users gained through the activities must be retained. Otherwise, when the atmosphere of your activities disappears, users may also be lost.

4. Push; The explanation for Push is message push. Of course, we also need to segment users and provide targeted push according to time and message content. In terms of content, we must also guide users to open the APP. The message push within the APP must focus on user experience and be accurate.

4. Key points for attracting new customers

First of all; product positioning

First of all, we need to understand the needs of our current users and potential users and conduct surveys on this basis. This will allow our products to establish a certain value foundation in the minds of users and allow the products to stand out when users make decisions. The role of product positioning is to enable our products to have a definite position among other products.

Secondly; Get real-time information of users

Well, since we are trying to attract new customers, what we have to do is to know the information of the target group, so we must first understand a series of relevant data such as users' hobbies, consumption habits, etc., so as to build a clear user portrait, so that we can provide targeted activity voice and the effect of attracting new customers will be better.

Finally; Channel

In order to attract new customers, we also need to find good channels, because not every channel will be effective, so we must fully understand the characteristics of the channel to get the best results.

New Media Promotion

After introducing the new media’s “user acquisition” ideas and necessary strategies, let’s briefly talk about how to do new media promotion?

01. Clear positioning

Positioning clearly states who I am? What is my core product? What is the core selling point? Based on some targeted user groups, determine the content groups and content tags to plan targeted dissemination content.

02. Clarify the channels

Clarify the channel platform. The most important thing for new media is the channel, so no matter what you lack, you must have the channel.

03. Clarify the content

Determine the output content:

1. When choosing media, you can use text, video, or audio. It should be emphasized that video as a communication medium has unique effects on many industries (such as VR), and can achieve explosive effects if used properly.
2. The tone is professional geeky, literary and fresh, rigorous, meticulous...and it should be adapted to local conditions according to the specific communication scenario.
3. Establish the main means of content production: original creation, reprinting, adaptation, and translation. In the initial stage, content must be original. Translation is also a kind of originality. Search engines cannot recognize the meaning of texts in different languages. Adaptation is also a common method when manpower is limited. It is not recommended to simply reprint in the early stage of an account.

Author: Spider

Source public account: Spider