Shops without customers will definitely close, and products without users will surely fail. No matter what the product is, the product without users is meaningless.
Since acquiring users is so important, how to do it?
First of all, we need to understand the scenario of customers downloading APP, which is mainly three steps:
1. Access to information: the first thing is to see the information, no matter where it is, online, offline, etc .;
2. Feeling deeply about the product information: the texts, pictures, videos, music, etc. on the product promotion have aroused the interest of customers and made the users want to try it;
3. Action: Once you have the will, you will download the APP.
What is the use of understanding customer scenarios? Then we can play a role in every step of the customer from contact to action, let him touch, let him feel deeply, let him act.
How to make our customers successfully complete these three steps is what promotion needs to do.
1. How to contact?
In fact, it is to spread. To spread our products, not only to spread, but also to spread accurately. There are many ways of dissemination, advertising, manual forwarding, word-of-mouth marketing, offline push, manufacturing hotspots, inter-industry cooperation, resource exchange, etc., but if you want to spread the net, it is not efficient, so you need to spread accurately .
First, you have to figure out who your customers are? Where are the customers? If you want to advertise, just put your advertising information directly in the places where your target customers will often appear; if you are pushing the ground, put your booth directly where the target users are often, if If you forward it manually, then forward it to the QQ groups and forums that your target users often use. . . .
Secondly, your advertising information, posters, roll-up banners and other promotional information must be eye-catching, otherwise even if you post the advertisement, your target users will not go to see it, then you will not be able to access your advertising information. It can be considered from the perspective of title, design, picture, highlighting changes, etc.
Second, how to make customers feel deeply?
After contact, it is to let your target customers deeply feel the information described in the product, and resonate with their hearts and emotions.
First of all, it is necessary to meet the needs of target customers and understand what their characteristics are? What are their pain points? What do you want to get? If you can manufacture your product information according to the customer's characteristics, painful and desired, then you are more than half successful.
Secondly, it is to express clearly and accurately what you want to tell the customer, inspire his motivation, let him be happy, and reduce pain.
Finally, to dispel doubts, it is necessary to predict in advance, customers will have any doubts, and eliminate these doubts in advance, for example, some mall apps want to obtain users through the low price of products on the mall, then the user's doubts may be Why is it so cheap, then you have to dismiss it in advance and write it out when promoting the product.
Third, how to make customers act?
First of all, you can lower the threshold for users to use, for example, you can experience the APP without registration, members can use it for free, etc. The lower the threshold, the higher the probability of users to download and use, greatly improving the conversion rate.
Secondly, to reduce the number of steps, we know that many apps want to get more information from users. Sometimes, they need to fill in various kinds of information before they are used. In fact, this invisibly reduces the conversion of users. So what we need to do is to make it convenient for users to download and use, to improve the user experience of installation and use. If you need to trade, you need to reduce steps, reduce jumps, and trade directly.
Fourth, what should we do after the promotion?
After the promotion, the data we get is more like our infrastructure for user operations. With the data, we can have a basic judgment on the user ’s current situation, user ’s market and historical behavior, but insight into the user. Nor can we rely on data alone. In many cases, we need to communicate directly with users to find out the reasons behind the difficulty of insights. For hundreds of application markets, packaging one by one is definitely time-consuming and laborious. It is recommended to use the channel statistics function of a third-party tool, which allows users to more accurately understand the promotion effects of different channels.
Finally, it is to promote the completion of conversion. Sometimes it is just a matter of time, many customers are still hesitant, but if you add "first 1,000 registered users, send 500 yuan coupons" during product promotion, "first time registered users, give 5000 yuan redemption points "Wait for such information, the conversion effect will be better.
The above is today ’s sharing. Of course, all the premise is that your products can really bring value to customers. Good products are the basis of promotion.