10 new customer acquisition methods you must know in the early stages of product promotion!

Many Internet products rely on a single breakthrough in the early stages, attracting users through a certain product function or service to form user stickiness, and then gradually adding more product functions and services to meet users' one-stop needs and extend the user life cycle.

1. Create traffic-based products

Create traffic-based products that are consistent with your own product positioning, that is, product functions that users use frequently, so that users become sticky, and then guide users to use other product functions and services.

Many Internet products rely on a single breakthrough in the early stages, attracting users through a certain product function or service to form user stickiness, and then gradually adding more product functions and services to meet users' one-stop needs and extend the user life cycle. Therefore, it is very important to design this entry-level product function well, which we usually call a traffic-type product.

Characteristics of traffic-type products: high frequency, rigid demand, and meeting popular needs.

[Case] ​​The leading players in K12 online education, Yuanfudao, TAL Education, Zuoyebang, and Byte Education, have launched traffic-generating products, including Zebra English, Little Monkey Thinking, YaYa Chinese, and GuaGuaLong English, to seize the entry-level traffic in education.

Competition in the online K12 field has entered a daytime state, and existing users have been divided up by various companies. How to obtain stable and continuous user growth has become the most important factor influencing future competition. In this context, various companies have set their sights on the previous link of K12 education, the children's enlightenment education market. In 2020, with Zebra English announcing a monthly revenue of over 100 million yuan, followed by the launch of Monkey Thinking by Future Education, the launch of GuaGuaLong English by Byte Education, and the launch of YaYa Chinese by Zuoyebang, the competition in the children's enlightenment education market has entered a new stage.

The traffic-based products in this field are mainly AI animation courses, with 0 yuan, 1 yuan, 9 yuan and 19 yuan becoming the main prices for their product experience. This price is very attractive to the target users. At the same time, the learning cycle of this type of product is very long, which is measured in months or years. After users form stickiness, these users will be introduced into K12 products and become an entry traffic for K12 products.

2. Create traffic categories

Traffic categories come from traditional retail and mainly refer to categories that attract customer flow.

The characteristics of traffic categories include high sales volume, low unit price, user price sensitivity, strong versatility and popular demand. Usually, they are high-frequency categories, which can attract users to make their first purchase through traffic categories, and then guide users to purchase other categories.

How to attract new customers through traffic categories? The main operation steps are: product selection, promotion, and promotion (online and offline)

(1) Product selection: Select products that attract new customers

The selection of products is mainly considered from the following dimensions:

Product price : Usually low-priced products are the main ones. You can set a price range. By selecting products in different price ranges, you can cover more products and more price ranges, meet the needs of different types of users, cover more user groups, and effectively improve user conversion rates.

Product positioning: The selected products must be as consistent as possible with the positioning of the target users.

Rich quantity: You can choose different items from multiple traffic categories and combine them.

Strong liquidity: Single products should be highly universal, have strong liquidity, and be suitable for a wide range of people.

(2) Sales promotion:

Promotions usually include: instant discounts, discounts for purchases above a certain amount, voucher discounts, etc.

(3) Sales promotion:

In conjunction with promotional methods, vigorous publicity must be carried out to let more people know, and promotion should be carried out in scenarios or channels where target user groups are concentrated. Through promotions, they should be attracted to place orders and convert into new users.

3. Innovation of Marketing Tools

Many Internet marketing tools originate from offline sources, and are transformed and innovated based on offline methods and combined with the characteristics of the Internet. Commonly used Internet marketing tools are as follows

Vouchers/red envelopes:

In the Internet industry, vouchers are widely used in various fields such as e-commerce, tourism, and travel. For example, Didi’s “Red Envelope Sharing” campaign fully integrates marketing tool innovation, channel characteristics, user growth, user activity, and cross-category user diversion. By grafting red envelope sharing onto the huge traffic pool of WeChat, we can fully enjoy the user growth brought by social dividends.

How is this done specifically? After users successfully hail a taxi, they can share red envelopes with WeChat friends, Moments or WeChat groups. Not only can they grab the red envelopes themselves, but other friends can also grab the red envelopes. This makes every Didi user a Didi communicator. Subsidizing users through red envelopes allows the dissemination to spread geometrically, achieving rapid user growth in a short period of time.

Experience Gold:

Trial money is a marketing tool innovated by the Internet finance industry based on traditional experiential marketing, and it has a very significant effect in attracting new customers.

The forms of experience bonus distribution are generally as follows:

1. Users can enter their mobile phone number to receive it for free

2. Successful registration will give you free experience bonus

3. Free trial bonus for first investment

lottery :

Lottery is also a widely used marketing tool. It usually attracts users to participate by offering very tempting prizes, but it requires users to complete certain tasks.

There are two main types of lottery products:

1. Real-time prize draw

The most common form of lottery is the big wheel. Users can click on the lottery as long as they complete a task, and the prize can be drawn in real time.

2. Non-real-time prize drawing

After completing the task, users can participate in the lottery. The number of prizes is fixed and is capped by a time limit or the number of participants. The prize will be drawn when a certain time limit or number of participants is reached. The advantage of this method is that it ensures a minimum number of participants in the event through quantity or time, maximizes the effectiveness of the event, and makes users feel more fair and just through transparent rules. The core of marketing tool innovation lies in the deep integration of work characteristics and business characteristics. What kind of business requires what kind of tools, and what problems need to be solved in the actual operation process. On this basis, follow up on the attributes of the work itself, design different parameters, and adjust different user behaviors at one time to achieve the purpose of operation.

4. Friend Invitation

Friend invitations are also a commonly used marketing method, which is based on product reputation and fully taps into relationships with acquaintances.

There are two invitation modes: one is unilateral benefit, for example, only the person who sends the invitation can get a certain reward;

One is that both parties benefit, and both the inviter and the invitee can get certain benefits;

The advantage of friend invitations is that due to the introduction of acquaintances, the quality and conversion rate of invited users will be much higher than those of channel delivery.

There are two key factors for the success of friend invitations . One is the user's willingness to actively initiate the invitation action, which depends on the product itself. The better the product's reputation, the more willing users are to actively share it with their friends.

The other is passive invitation. The key factor of passive invitation lies in the platform’s incentive policy for user invitations. The bigger the reward, the stronger the motivation for invitation.

5. Ground promotion

Different from the purely online customer acquisition method, offline marketing is to acquire users through face-to-face publicity in places where the target population is concentrated, such as oral notification, roadshows, leaflet distribution, activities, joint marketing, etc.

There are several aspects that need to be focused on when doing a good job of acquiring customers:

1. Find the precise target group;

2. Create attractive hot items;

3. The slogan/flyer design is simple and the user benefits are clear

4. Online and offline linkage

6. Cross-industry cooperation

Cross-industry cooperation refers to a cross-promotion marketing method in which companies of different business types, with the same target user groups, cooperate with each other and direct their own users to each other by issuing vouchers to each other.

There are several points that need to be focused on in order to achieve cross-industry cooperation:

1. Collaborate with products that target the same user group;

2. Cooperate with products with the same or larger user base than your own;

3. The mutual promotion methods should be combined with the product features of the other party as much as possible, rather than simply advertising traffic diversion;

7. Material Incentives

The most common way to provide material incentives is through task incentives. As long as the user completes one or several key actions, he or she can get certain rewards.

There are several points that need to be focused on when doing a good job of material incentives:

1. The content of the reward must be related to the business itself;

2. Reward key actions to avoid being fleeced; when setting tasks, consider both user engagement and the conversion of new users.

8. Content

Content-based customer acquisition refers to the company's continuous output of product-related content centered around the core needs of users in the form of graphics, text, audio, video, etc. on WeChat public accounts, Weibo, Toutiao, Douyin and other live streaming apps, etc., attracting user attention through high-quality content and generating conversions.

Content-based customer acquisition has the following characteristics:

1. Content is the most accurate advertisement, because the users gathered by content are naturally accurate, and content can effectively screen users

2. Low cost, high conversion. Content is the cheapest advertisement. Content acquisition is an excellent way to operate at low cost.

3. Long-tail effect: high-quality content itself can trigger user dissemination, and there is room for long-term, multiple, and in-depth exploration of commercial monetization value;

9. Attract new customers through activities

The company plans large-scale events to drive explosive growth in business in the short term.

Exclusive activities for new customers are an essential part of large-scale activities. In large-scale activities, an exclusive activity module for new customers should be set up to convert new user traffic. Every large-scale event will be accompanied by external advertising, and will inevitably be accompanied by a large number of new visiting users. It is necessary to design activity modules specifically for new visiting users to effectively undertake the conversion of this part of the traffic.

10. Institutional Customer Acquisition

Cooperate with organizations with a high degree of overlap with target user groups to acquire target users.

There are many ways to attract new customers, and each method has its own unique advantages and applicable scenarios. You should fully understand your own business and choose the most suitable marketing method to effectively acquire target users.