A member of the Alchemy Society asked: "In terms of user portraits, how do you determine your own user portraits, what tools or how to analyze them?"
An article is hereby published to answer the confusion about and analyzing users and finding drainage channels.
For the word user portrait, where do you think about the most common scenarios?
In PPT, books, and courses, there are many professional terms that people in the workplace like very much. I personally seldom use them because I think they are too empty. Generally speaking, it is difficult to implement them. Of course, it may be that I am relatively low in rank and cannot understand such high-end terms. play.
Of course, it is undeniable that many major manufacturers are still doing very well in this regard. Using algorithms to assist in making marketing decisions can greatly promote business.
But for people like me who make money independently, paying too much attention to these things that have nothing to do with the "making money results" often backfires. This article will talk about the gameplay that is directly related to the making money results.
1. Why do user portraits (why)
If you are confused about making user portraits, let’s take a look at this sentence: Marketing is the process of identifying buyers, meeting needs, and getting rewards.
In our usual sense, user portraits are the process of identifying buyers, so why identify buyers?
Combined with the universal sales formula (sales = customer unit price * traffic * conversion rate), there are actually two purposes for making user portraits:
1. Traffic, find the gathering place of buyers, which is what we call the drainage channel.
2. Conversion rate, according to the user's attributes, maximize the conversion traffic into sales.
2. How to do user portraits (how)
It will be easy once the purpose is clarified, let’s look at them one by one.
First of all, traffic, I know where your confusion is, because I have also experienced this process, and the core is two major problems:
1. Production ratio: I don’t know where to get traffic, and where to focus on traffic
2. Technology: I don’t know the rules of the platform, and I don’t know the drainage technology
Traffic must refer to the buyers in the "recognized buyers", not for attracting traffic, but for making money. Let's transform the universal formula and look at it again: sales = number of buyers * customer value.
Customer value has already been determined when you are doing this project, so the next step is for the number of buyers, but in practice, it is impossible for everyone to buy from you, so here we divide buyers into three categories:
- Audience (share only, not buy)
- Customers (buy only, not share)
- Followers (that is, share, and buy)
In addition, they are not the target of our marketing. Everything we do is a process of screening/cultivating the above three types of buyers on the premise of meeting the needs and making them pay.
3. What does the user portrait do?
- Objective 1: Get the drainage channels
After clarifying what the buyer is, the next step is to find the gathering place of buyers, which is your drainage channel.
This is the core of this article. Let me share my method: guess first, then verify. During the verification process, you can get a bunch of clues.
How to do it specifically, the following example illustrates:
For example, takeaway red envelopes, why do you need red envelopes?
The reason for receiving the red envelope: save money without it.
When the audience has an idea, they will go to the search engine to search:
When the audience has an idea, they will go to the search engine to search. From the search terms, you can clearly screen out your buyers. In fact, they are what we said before: users in the awareness period, approval period, and subscription period. (sorted by conversion rate from low to high)
For details, see: "Some Thoughts on Search Engines, Keywords, and Traffic"
1. The customer group during the subscription period is customers
To buy your product, typical keywords are takeaway red envelopes, takeaway coupons, takeaway XX yuan coupons, Meituan takeaway coupons, Ele.me takeaway coupons, etc. These keywords are often directly compared on e-commerce websites for price comparisons and quality comparisons. Then place an order directly.
So your traffic channels: Taobao, Xianyu, Pinduoduo , each test, find the one that suits you is your drainage channel.
So here are your two doubts:
1) I don’t know where to do it, what to focus on – get it done
2) I don’t know the rules of the platform, and I don’t need drainage technology—to be determined
In fact, the simplest drainage technology is copying. See how well-done opponents do. I can imitate 8 points out of 10. If the rest is not enough, just rely on quantity. 1 number drains 5 people, and 10 numbers is 50 people.
For example, my idle fish:
It also attracted nearly 300 people, so the seed users are enough, and the order is happy, and there will be benefits on the day of the attraction.
What if you still don't understand?
Simple, here are a few of my favorite methods:
1. Search "Xianyu Drainage" on Beifeng's blog, and my blog basically covers all traffic channels.
2. Search "Xianyu Drainage" on Taobao, and look for the latest ones.
3. Search "Xianyu Drainage" on the knowledge planet, and look for the sharing of accomplished people.
4. Lu Songsong's blog searches for "Xianyu Drainage", and almost all online earners read it.
You have found the method through the above channels, and you still don’t understand after trying it, come to me!
So here are your two doubts:
1) I don’t know where to do it, what to focus on – get it done
2) Don’t know the rules of the platform, don’t know the technology of drainage – get it done
Technology is the least valuable. If you have time, you can spend time on testing yourself. If you don’t have time to spend money to buy other people’s experience, the rest is for you to implement and test in a down-to-earth manner. The only thing you have to do is to persist and optimize. The reason why people can't do it is that they can't stand loneliness, and they can't persevere without feedback.
2. Customers in the recognition period are fans
Do you want to choose which one to buy, or take takeaway as an example, typical keywords "Which is the largest official account for takeaway red envelopes?", "Which is the most favorable" and so on.
This kind of traffic will silently read posts or participate in interaction or sharing in category search engines, communities, QQ groups, forums, etc.
So all you have to do is:
1) Layout search engine optimization for such keywords
2) List relevant communities on such topics, and mix communities to pull people
3) Go to group chats on such topics to get familiar with people
Take takeaway red envelopes as an example:
1) Search engine optimization, only Baidu is enough in the early stage
2) Common subcultural communities: Tieba, Baidu, Zhihu, Xiaohongshu, Douban, Weibo, interest tribes, and more in Maixun and Magnetic Fluid:
Pulse: http://platform.maixunbytes.com/community/search/?keyword=%E5%A4%96%E5%8D%96%E7%BA%A2%E5%8C%85
Ferrofluid: https://www.ciliuti.com/project/create/2?pid=168471
It all depends on where the users are discussing, and we will go there to do content drainage.
3) QQ group keyword search, WeChat search to find keywords to join group chats, or find friends around you.
So here are your two doubts:
1) I don’t know where to do it, what to focus on – get it done
2) I don’t know the rules of the platform, and I don’t need drainage technology—it’s done (go to Beifeng Blog to search for the platform name)
3. The customer group in the cognitive period is the audience
The typical feature is that there is demand, but I don’t know what to do. Generally, free means are used to catch it. The channel method is the same as the approval period, but the general conversion rate is relatively poor, and people are more ink-marked.
Or take the takeaway red envelope as an example:
These are your audiences, and drainage is to meet the needs and get rewards, so you tell it, then the traffic is all yours.
Above, the purpose of user portrait is to get the drainage channels and rules.
- Objective 2: Get the conversion of buyers
As mentioned above, in practice, it is impossible for everyone to buy you, so here we divide buyers into three categories:
- Audience (share only, not buy)
- Customers (buy only, not share)
- Followers (that is, share, and buy)
The role of user portraits here is more to do targeted conversions based on user segmentation needs.
Here we must first understand, how did the user portrait come from?
The user portraits of the drainage channels above are done by: guessing + verification + divergence . Here we do the transformation, relying on the interaction between the user and you/your product .
for example:
For example, in the case of overseas shopping business I did before, there are corresponding conversion methods for different participation levels of users, so the perfect portrait here is the user's behavior label.
A little closer, why do wechat user stratification, from the depth of communication between users and you, the interaction rate of Moments, these are the process of improving your user portrait, and they are also opportunities for you to pay for conversion in the future.
How to make user portraits in the specific conversion stage?
Just two points: multi-view rule + participation effect:
- The rule of seeing more: the more times and longer you see you, the more trust you;
Judging from the frequency with which the other party looks at you, the more times they look at you, the more interested they are in you and the higher the possibility of buying you.
This indicator is difficult to see as an individual, because the circle of friends does not have such statistics, but there must be a reason why Weishang is keen on being a circle of friends.
There is no circle of friends, you will understand if you change to another platform:
a. For example, frequent readers of the official account, most of my paid users are converted from this.
b. For example, old users/regular customers of Taobao and the website, whether it is natural transactions or active inquiries, the transaction rate is much higher than that of new customers.
c. For example, the user system of my overseas online shopping business will be distinguished according to the login and transaction status of users on our multi-platform (official account, h5, pc, WeChat account). The more experience in our product system, the more transactions will be made. rate will be better.
Yiren once said a word: Let your circle of friends, official account, knowledge planet, and WeChat group go around as much as possible. The more you experience, the greater the probability of a deal (I forgot what the original sentence is, it probably means this)
Why do you say that? Looking at you more (especially adding you across platforms) is also costly, and the anchor effect has already taken so much time, so I don’t get anything thanks.
(Think about whether you have ever competed with yourself like this, especially in investment, it is difficult and anti-human to stop losses in time.)
- Participation effect: The more you participate, the deeper and longer you will trust you.
It's easy to understand, the more transactions with you, the deeper the depth, the more trust you, from seeing you-knowing details-adding shopping cart-filling address-paying-closing, every step, the more likely the transaction is big.
For example, the example written in the previous article: "How to use data analysis to do fine-grained operations"
The user ordered the payment, but did not pay, because of a simple time concern, so as a trader, you go directly to address his concerns, and the deal is made directly.
Above, the second purpose of user portraits is to get buyers converted more efficiently.
OK, stop at 3000+ words, I’m afraid you won’t be able to digest it.
Beifeng Blog, an Internet marketing exorcist who only speaks human language.