1. Make flow products
Build a flow-based product that conforms to your product positioning, that is, product features that users use frequently to make users sticky and guide users to use other product features and services.
Many Internet products made a single-point breakthrough in the early stage, attracting users through certain product functions or services, forming user stickiness, gradually increasing product functions and services, meeting users' one-stop needs, and extending users' life cycles. Therefore, how to design the function of this entry-level product is very important, usually called a flow-type product.
The characteristics of flow-type products: high frequency, rigid demand, meeting popular demand.
2. Establish traffic categories
Traffic category comes from traditional retail, mainly refers to the category that attracts passenger flow.
The characteristics of the traffic category include high sales volume, low unit price, user price sensitivity, strong versatility, and popular demand. It is usually a high-frequency light rate category. The traffic category attracts users to purchase for the first time and guides users to purchase other categories.
How to refresh by traffic category? The main operation steps include product selection, promotion, promotion (online and offline)
1. Product selection: Choose a new single product. The product
selection is mainly considered from the following dimensions:
01. Single product price: usually low-priced products, set price ranges, and select single product official accounts in different price ranges. Lankemo classroom sharing covers more single products and more price ranges, meets the needs of different types of users, covers more user groups, and effectively improves user conversion rates.
02. Single product positioning: The selected single product must meet the target user's positioning as much as possible.
03. Abundant quantity: You can choose different single products from multiple flow varieties to combine.
04. Strong liquidity: The single product has strong universality, strong liquidity, and adapts to a wide range of people.
2. Promotions
Promotions usually include instant discounts, full discounts, and voucher deductions.
In conjunction with the promotion method, we must vigorously promote it to let more people know that it is promoted in the scenes and channels where the target users are concentrated, and the promotion is used to attract orders and convert into new users.
3. Innovation of marketing tools
Many online marketing tools come from offline, and the offline foundation is combined with the Internet for transformation and innovation. The commonly used Internet marketing tools are as follows:
1. Vouchers/red envelopes
In the network industry, vouchers are widely used in various fields such as e-commerce, tourism, and travel. For example, Didi Dache’s red envelope sharing activity fully integrates the innovation of marketing tools, channel characteristics, user growth, user activity, and cross-category user diversion. Graft the red envelope sharing to the huge traffic pool of WeChat to fully enjoy the user growth brought by the social dividend.
2. Experience gold
Experience gold is an innovative marketing tool based on traditional experience marketing in the online finance industry, and it has very significant effects in this respect.
The form of issuance of experience money is generally as follows:
01. Users can receive it for free by entering their mobile phone number.
02. Successfully register and send experience money.
03. The first time investment to get experience money.
3. Lottery
draws Lottery draws are also a widely used marketing tool, generally attracting users to participate in the lottery with very attractive prizes, but users need to complete certain tasks.
There are two main product forms of
lottery : 01. Real-time lottery draw The
most conventional lottery form of the big carousel, users can click on the lottery as long as they complete a task to win real-time prizes.
02. Non-real-time draws.
After the user completes the task, he can participate in the lottery. The number of prizes is fixed, and the time or the number of participants is the upper limit. The prize can be drawn after a certain time and the number of participants is reached.
The advantage of this method is to ensure the minimum number of participants in the activity through quantity and time, to ensure the maximum effect of the activity, and to make users feel more fair and just through transparent rules.
The core of marketing tool innovation is to deeply integrate work characteristics and business characteristics. Wechat account: What kind of business tools are needed by Lankemo Class to share, and these problems need to be solved in the actual operation process, and on this basis, follow up the attributes of the work itself, design different parameters, and adjust different user behaviors at once to achieve operation the goal of.
Fourth, friend invitation
The invitation of friends is also a commonly used marketing tool, based on product evaluation, to fully explore the relationship of acquaintances.
There are two modes of invitation. One is unilateral interest. For example, only the inviter can get a certain amount of remuneration. The other is the interests of both parties. Both the invited and inviting people can get certain benefits.
The advantage of friend invitation is that due to the introduction of acquaintances, the quality of invited users and the conversion rate are much higher than channel investment.
There are two important factors for the success of friend invitations. One is the willingness of users to actively start inviting, which depends on the product itself. The better the product's reputation, the more willing users are to actively share with friends around them. The other is passive invitation. An important factor of passive invitation is the platform's incentive policy for user invitations. The greater the reward, the stronger the motivation for the invitation!