How to use channels to achieve user growth?

There are many entrepreneurs around me. Most of the bosses who started between 2015 and 2017 have made profits, and their turnover in recent years has been around 3 to 5 million. Then from 2018 to 2019, free channels became increasingly difficult to use, and in 2020, people began to spend money to buy traffic. People who have been engaged in operations for a few years should also be able to find that a fission activity can involve tens of thousands of participants.

This is because with the development of the Internet, the number of users has basically reached its ceiling, so it is even more difficult for companies to obtain traffic.

At this time, everyone needs to understand each channel and see which channel is suitable for their own products.

For now, we divide traffic into two types: paid and free.

1. Free traffic

Many people know about the public account matrix, which is generally a routine of large companies. Small and medium-sized enterprises need to implement a full-network marketing matrix.

• Video platforms: Tencent, iQiyi, Sohu, Youku, Xigua, and Bilibili;
• Audio platforms: Himalaya, Qingting;
• Article platforms: Baijiahao, Jianshu, Penguin, Toutiao, Dayu, Yidianhao, NetEase…;

Depending on the product attributes, there are also forums where content can be posted;

To master free channels, content + persistence are the key. Free channels and traffic will not produce immediate results, and it takes a certain period of time to maintain an account. Then you need to continuously update the content;

Step 1: Find keywords

No matter what keywords you are looking for for what products, 5118 can dig out the long and short search tail words, and the webmaster home can also see the related areas with the highest search volume.

Step 2: Collect popular content

Both Leguohao and Weixiaobao can find vertical explosive content on Baidu, official accounts, Toutiao accounts, etc. Refer to other people’s content to create pseudo-original content. It is recommended to do this in the early stages of account development. The later content should be as original as possible.

I would like to recommend another software to operators [Youzhuan Assistant]. It is not available on my Mac now, so I will not show it to you. I used the paid version before, which can be divided into audio and video content platforms and log in to more than 50 accounts. Videos and articles can be synchronized to multiple platforms with one click, and the software comes with a built-in popular article center.

Step 3: How to generate audio and video

In order to save costs, small companies may not have dedicated audio and video positions as all-round operators. You can make our content into courseware, export the video and do the dubbing yourself. Then convert the video content into audio;

If you want to make videos with certification, it will take a lot of time. If you have sufficient staff, you can consider it.

Collect content – ​​courseware – dubbing – convert audio;

You can use iFLYTEK PDF as a tool to export audio;

Step 4: Publish

Most people will never tell you the practical stuff of publishing. Everyone knows that each channel has different user attributes and recommendation mechanisms. This article talks about how to attract traffic;

Xigua Video can add advertisements at will, and the opening screen subtitles can add QQ group numbers and WeChat QR codes. Accounts may also be blocked, but the traffic is huge. In October this year, Xigua was strictly controlled and every video surveillance was very strict, and basically no form of diversion could be added. You can insert comment xx in the video to receive gift packs/coupons/information, etc.

Set keywords in the automatic reply and the contact information will pop up. There is no need to reply to private messages in large numbers; in addition, you can also add the method of obtaining the information in the video in the comments.

You can add traffic-generating methods at will in Bilibili . In addition, Bilibili updates in the form of collections. It is better to brush the barrage by yourself. If a collection becomes popular, it will be updated for a while. After the traffic becomes stable, the collection can be completed to provide another wave of traffic.

For Youku, iQiyi, and Tencent Video, just update them in a standard way.

In Himalaya and Qingting FM , it is possible to insert a lead audio into the audio. In addition, the introduction of each audio can be put into the communication group number or WeChat account for lead generation;

As a self-media person, you should have updated Baijia and Jianshu. Baijia is mainly for consultation, because the review is very strict, and it is becoming increasingly difficult to become an author account with Baijia. If it is invalid, it is recommended to buy an account. A more accurate account may cost several hundred and may be a little more expensive. Jianshu currently prohibits advertising, but the author's profile can include a method of attracting traffic;

For Yidian account, I usually sync the content of Toutiao account directly;

The method of Toutiao account is the same as Xigua Video . Insert a private message reply xxx at the end of the text, and then set the private message keywords as the drainage method; the same is true for Wukong Q&A;

Step 5: Persistence

There are many people around me who run their own public accounts or short videos, but very few of them actually do it; some people enthusiastically discuss account positioning and content output with me, but when I ask them again after a while, I find that they have stopped updating. Only persistent output can achieve results.

2. Paid Traffic

I would like to share some preparations before attracting new members to the channel. First of all, the preparatory work for paid traffic includes the following steps: product analysis - user analysis - material preparation - experience channel - launch;

Select channels with better ROI based on data and then expand the delivery:

1. User analysis

If you don’t know how to do user analysis, look at the users who have made orders from your company before and find out the patterns and summarize them;

2. Material preparation

The materials released by Zhi+ and Toutiao are very different because the two platforms have their own different user groups. If you put the SEM landing page on Zhihu, the effect will be very poor because the size is wrong and the user groups are different.

What should I do if I have no previous experience in advertising on a new channel? Read their product manuals more often. Don’t just look for one person to serve you. Find several people to see who can give you the best advice, and then choose who to pay. (ps: In fact, sometimes third-party channel dealers offer greater discounts)

3. Experience process

There is a pitfall here, that is, many third-party DSP platforms do not refund after recharge, so how can you experience it? Ask the account manager who is connected to you to give you the competitor's advertisements so that you can experience the competitor's advertisements. From clicking – browsing the landing page – leaving contact information – waiting for competitors to contact you, so that you can also obtain their sales pitch.

4. Confirm the channel

For example, if we have selected a channel for placement, even if you are an employee of a large company, you can test it with a small amount; making choices for your boss or superior is not to teach you how to be cunning, but to avoid losses to the company caused by your own mistakes. For example, if the minimum placement amount of a channel is 10,000, then test it with a small amount first, and don't use one method, multiple methods;

How many clicks can you get with this 10,000 yuan? Calculate whether it is effective and the subsequent conversion, calculate the ROI, and report it to the boss;

More complete channels will have a backend where data can be clearly seen. Operators can analyze the data and monitor and make adjustments at any time. What if you are collaborating with a public account, and the owner of the account is not a business and is not willing to provide you with too much data?

Let me share with you a table of statistics I put out before:

I originally wanted to share with you the methods of each delivery channel, but then I thought that since the businesses are different, the differences may be quite large. The delivery channel that I used before may not be suitable for everyone. In addition, the channel’s account manager will definitely give a more detailed introduction than I can.

There are many new channels now, which are generally in the form of DSP so there will be no major problems. In addition, there are some fixed advertising spaces that are based on recharge, and I once fell into this trap. A college student's app approached us for cooperation. The price for valid phone numbers was 15 yuan per phone, with a minimum of 30,000 yuan. Later, I kept trying to understand the situation, but did not recharge. In the end, the minimum transaction price was 5,000 yuan. For 500 phone numbers, the cost per phone was 10 yuan.

However, the effect of this channel is very poor, which is equivalent to the platform automatically delivering for users. But if we go by the price the account manager told us, it would be a waste of 30,000 yuan. However, after several rounds of bargaining, although it was only 5,000 yuan, it did not make the boss uncomfortable, and as an operator, I also gained experience in another channel.

Author: Ah Wo E

Source: Ahwo