Social media acquisition: How to get old users to help you promote your products?

Human nature is often the driving force behind marketing activities . For example, by satisfying users' desire to talk and their curiosity about the unknown, screen-sweeping interactions can be triggered. As the saying goes, only by grasping the essence can you create surprises. Similarly, to attract new customers , we must also grasp a key point - efficiency. Today we will share some operational methods to improve the efficiency of attracting new customers.

1. Find efficient ways to attract new customers from three dimensions

The common ways to acquire users are: physical promotion (flyers, door-to-door campaigns), advertising (CPACPS), cross-industry cooperation (online and offline promotion), event marketing ( New World ), and social communication ( Little Red Book ). We measure the advantages and disadvantages of each from the three dimensions of cost, speed, and scale .

1. Ground promotion

It is more suitable for the cold start of a new model, and accumulates a certain amount of users through ground promotion for initial experience. The advantage of ground promotion is that it is very fast, does not require a user base, and only requires the reasonable arrangement of ground promotion personnel. The disadvantage is that the scale will not be very large, and the average user acquisition cost is very high, and the retention rate is very low. The general model is that users receive a small gift after downloading, but it is not certain whether the user will actually purchase it and whether they can stay.

2. Advertising

In terms of speed and scale, advertising has the advantage that the more users you "buy" the more you invest, the disadvantage is that the cost is fixed and is getting higher and higher. This method is suitable for periods when the company has sufficient promotion budget and needs explosive growth.

3. Event Marketing

This method is very effective, extremely fast, large-scale, and has extremely low or even close to zero cost, but it requires a certain probability of luck. There is no successful methodology for event marketing, only some basic elements that can increase the probability of an explosion. Even if it explodes, it is not certain whether it has promoted the brand or caused negative effects, so it is particularly uncontrollable.

4. Social Communication

There are many ways of social communication, such as sharing red envelopes, high-quality UGC , group buying, etc. As long as the product has these methods, they will definitely bring new customers, and the cost is basically close to zero. Didi has used this method before, which has extremely low cost, fast speed and large scale.

In summary, if you want to gain a certain scale of users at an extremely low cost and at an extremely fast speed under controllable conditions, currently only social communication can meet this requirement , and the effectiveness depends on whether the efficiency of attracting new users is high enough.

2. How to attract new users through online social networking from the user’s perspective

The process of adding new users usually goes through the following three stages:

1. Contact : circle of friends / self-media , etc.

2. Feelings : The content, pictures and format of the product promotional information stimulate the user's interest in the product, and they begin to want to give it a try.

3. Action : After the intention is generated, action is taken immediately to download and use the product.

Therefore, when attracting new customers through social media, there are usually two ways:

1. Invitation rebate : For every new user you invite to register, you will receive a certain reward from the inviter (old user);

2. Share red envelopes : Share red envelopes/coupons to your circle of friends. Both new and old customers can receive them. This can not only promote daily activity and order volume, but also attract new users.

3. A formula to measure the efficiency of attracting new customers

The former head of MissFresh shared the formula for attracting new customers through online social communication at an event. The efficiency of attracting new customers through social communication = sharing efficiency × 10 × conversion efficiency × sharing frequency > 1 . Let’s take a coffee delivery product as an example and apply the formula to analyze it:

1. Sharing efficiency of invitation rebate = sharing motivation * sharing convenience

How to improve sharing efficiency? First of all, there are two reasons why old users would recommend something to you: either they have money or they are interesting.

"Rich": As long as you attract a new customer who places an order more than 3 times, you can get 0.1+0.2+0.3+0.4=1 cup of coffee. This temptation is quite big for a coffee drinker.

Interesting: Every time someone pays attention/places an order, the cup of growing coffee will be a little fuller and the bubbles will also prompt +0.N cups of coffee. Watching the cup of coffee fill up little by little, you will feel a sense of pleasure in growth.

Secondly, you can send it to friends/friend circles with just one click, which makes sharing convenient, and the push text is also concise yet attractive.

2. The conversion efficiency of coffee lucky bags = the conversion efficiency driven by the content of the communication

Generally, when we share something, whether it is content or coupons, you either click on it to download it and then buy it; or you receive a red envelope and enter the WeChat public account to make the purchase. After users shared the brand's lucky bags on their Moments,

You can see a random benefit you received, such as a cup of coffee, and you can also see "everyone's luck", injecting social genes into the game.

In addition, the product service account has greatly improved the efficiency of attracting new users in the WeChat public platform environment. Compared with the APP, it requires a download page - clicking to download WeChat does not directly jump to the App Store , and you have to manually click the download button in the store. When the network is poor, you don’t want to download it when you see that it is dozens of MB. After downloading and opening it, you are confused when you see the homepage and don’t place an order. It seems that the conversion of service accounts/ mini programs is more efficient than that of APPs.

PS: What if your product does not have a service account/mini program but you still want to increase the conversion rate ? You can learn about Zhuge io’s smart reach so that you won’t miss out on new users.

3. Sharing frequency = the number of times a user shares in his life cycle

The editor has compiled some methods to increase the frequency of sharing, such as:

-Rankings : Get a gift for reaching the top , such as a cup of coffee for attracting the most new users every day;

- Stimulate users in a step-by-step manner: the more friends you share with, the richer the rewards, for example, the Nth user you bring in will receive an extra 0.0N cup of coffee;

-Continuous: Share every day continuously, and you can get a separate gift on the Nth day. If you complete a week, you will receive a [Buy One Get One Free Coupon on Monday];

-Randomness of content: In addition to discounts, each sharing contains a lot of interesting random content, and there is always one that impresses you.

Is social communication efficient in attracting new customers? Let's go back to the formula to measure: sharing rate multiplied by 10, then multiplied by the conversion rate, and then multiplied by the sharing frequency. If the number calculated by the formula is greater than 1, and the front-end subsidy stimulation cost is less than the lifetime value of your users, then as long as there is enough "ammunition" and the operation rhythm is well controlled, user growth will naturally come to fruition.

The author of this article @朱葛君 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games