What is content operation?

Content operation refers to a series of marketing activities related to content based on product content planning, content creation and editing, content optimization and publishing. For different channels, content operation has new media content operation (such as WeChat’s content operation), content platform operation (for example, the content operation of Jane’s book), etc. According to different business, content operation can be divided into promotion content operation, product content operation, user content operation, etc.

The importance of content operations.

Content operation occupies a very important position in the whole operation activity. First of all, the content can establish the connection between users and products. The content can convey the brand value while also cultivating the user’s cognition of the product. Secondly, content operation is also a part of product service. Users can not only consume content directly, but also help users to consume products. In a word, good content operation is very helpful for users to pull new, retain and transform users.

The steps of content operation.

Using data-driven content to run content is an essential skill for marketers. Before creating content, we can use data analysis to identify the target users and set the right goals (for example, how many new users will we bring after our content is released?). And to a certain extent the impact that the content is about to have. To use data-driven content, we must master these three steps:
Data collection, data analysis, data feedback.

1. Data acquisition: understand target users and competitors.

The difficulty with data-driven content operations is that we must understand our target users accurately. Only by accurately understanding the target users can we output the content that is close to the user’s needs and arouse the resonance of users.
In order to understand users, we need to collect as much user information as possible, including users’ online and offline behaviors. For example, a user in the online search what questions, which topic is active in social media, like click what content and so on these online behavior are we to understand the need to collect information. User behavior data acquisition is to let us understand the user’s interest and interests, and the common behavioral characteristics of users. After that, we can group users according to their common interests and behaviors, and produce targeted content for different user groups.
In addition to collecting user behavior data, we also collect behavioral data from competitors, for example, what they developed. In what channel to promote; How many new users, how many transformations, and so on. Through understanding the performance of competitors, we can speculate about what keywords or subject to users more attention, the user has no interest in what content and to attempt to innovation, find the breakthrough point, to create some fresh content to win the user’s heart.
The purpose of data collection is to better understand target users and competitors. We can use these data to think about how to add value to our brand, how to produce differentiated content to attract users.

2. Data analysis: identify the most effective content promotion channels.

By collecting user behavior data and competitor’s behavioral data, we have a very deep understanding of when and where the target users are and what they want.
After we have produced targeted content, then it is how to promote it through the most effective and influential channels. In a blog to share is far from enough, no matter how much we output the contents of the user requirements, if the user had never seen these content, then we are purely a waste of time and energy.
There are many channels for promotion, such as email push, paid-for display advertising, big V cooperation with large impact on target users, or simple repeat marketing. Regardless of the promotion channel, we need to analyze target user behavior data and competitor behavior data to determine.
Data analysis can prevent us from promoting blindly. We can find out the best distribution channels for user feedback by analyzing the different performance of different content distribution channels.

3. Data feedback: prove the value of content.

After content output and promotion, we evaluate the content of our output and prove the value of our efforts.
How does the user interact with our content? Does our content cause a lot of discussion? What actions do users have after they have access to our content? · such analysis can give us a clear understanding of the value of content.
It is difficult for some brands to set the return on content investment, but we can describe the impact of content through proxy indicators. We can use different scoring systems to evaluate the participation of different stages and compare the effects of different content modules. For example, click browse content 1, and further participate in thumb up 2, collect content 3, share content 4, and then evaluate the purchasing habits of different scoring levels. Ultimately, we can figure out the relationship between these scoring data and sales data. The higher the sales, the greater the value of the content we produce.

Summary

The success of content marketing is no accident. The key to the success of content operations is the ability of operators to properly manage and use data output to be beautiful and to guide participation and transformation.

Is the Data Analysis Absent in Your Content Operation Strategy?，首發于Cobub。

What is user churn?

User churnrefers to the number of users who leave the product within a specified period of time. According to different products and different businesses, the time period is different. The user loss indicator shows the ability of the product to retain users from the side. Companies will pay a heavy price for the loss of their users.

Data talks

When it comes to the impact of user churn, research has done the statistics, and the cost of getting new users is five times the cost of retaining existing ones. The harvard business school report also points out that a 5 percent increase in retention rates can lead to a 25 to 95 percent increase in profit. There are also data suggesting that retained users are major contributors to corporate revenue.

According to gartner, a consultancy, 20% of retained users will contribute 80% of the company’s future revenues. At the same time, the chances of successful sales to the remaining users are 60-70%, and the chances of successful sales to new users are only 5-20%.

The above data shows that reducing user loss and improving retention of users is the most important and beneficial to enterprises (especially e-commerce enterprises).

What are the adverse effects of user loss on the enterprise?

? Reduce enterprise income, affect enterprise performance.
? Lower corporate profitability.
? Improve enterprise marketing and user recall costs.

There are 10 strategies for reducing user churn.

1. Analyze the reasons for user loss.

Why do users lose? The answer also needs to be found in the user, the most direct way is to talk with the user. Phone calls are the quickest way to talk to users. By telephone, we can know that our products do not solve the users’ pain points, what problems we have caused to users and so on. In addition to phone calls, we can also find out the reasons for the loss of users by sending emails to users, inviting users to comment on the website, or interacting with users on social media.

2. Maintain user engagement.

Maintaining user engagement can help prevent user loss to some extent. In order to maintain user engagement, we need to continue to prove the value of the product to the user. In addition to letting users know the main functions of the product and updating the content of the iteration, we can also show users new transaction information, special offers or recent preferential activities, etc.
Previous face-to-face interactions have been the main way for users to participate, but new research shows that websites and social media are becoming the main ways for users to participate.

Getting new users involved in the product is also a good way to reduce user churn. For example, we can ask new users about the first impression of the product, which helps us understand the initial impact of the product.

3.Give users adequate guidance.

Reducing user churn can be achieved by providing users with high-quality guidance/support information. These guidelines include but are not limited to free training, online BBS, video guidelines or product demonstrations. Good product functionality with enough guidance not only gives users the tools to solve problems, but also gives users a guide to the tools they use. The greatest potential of our products and services is to let users feel that we are paying enough attention to them and that it is not so easy for users to leave their products.

4. Timely detection of users on the edge of loss.

Data from the past loss of user behavior through the analysis, we can come to the conclusion that some loss of user joint behavior, such as they lost before that time is not as active as ever, loss and puts forward some problems to us before but didn’t get our feedback and so on. By identifying these common features, we can predict users who are on the edge of loss and take appropriate measures to retain them.

5. Identify high-value users.

Identifying high-value users and prioritizing the needs of these users is important because our revenue is primarily contributed by these high-value users. There are two ways to identify high-value users: one is to analyze the engagement of users in each stage of the product life cycle, and the other is to group users according to user behavior. We can have a high degree of engagement at each stage of the product life cycle, and the user group that often implements the purchase behavior is considered a high-value user group.
When analyzing user engagement and the behavior of different user groups, we can not only identify high-value users, but also identify users who are on the edge of loss. In other words, we can also predict the loss of users as we determine the high value users.

6. Incentive

There are many ways to motivate users, such as preferential activities, points exchange, etc. In incentives to retain on the verge of losing users or recall has been lost, we must ensure that these measures cost consumed less than these users to our contribution to profits. We can’t afford to waste a lot of human resources to save those who won’t contribute a dime.

7. Target users.

In As A Product Manager, Do You Really Understand the Data Analysis?,We have a product vision – the product must be targeted. After all, the target user is barking up the wrong tree, even if we make the most of it and we can’t let the user stay. If we use words like “free” and “cheap” to attract new users, our new users may not be our target users at all. Those who collect freebies are the most likely to lose. Our target users should be users who value the long-term value of our products, not those who are greedy and cheap.

8. To provide better service to users.

Poor service can lead to loss of users. There are two main reasons for the loss of users: one is incompetent and rude staff, and the other is that the service is too slow to be tolerated. More than 70 percent of the lost users are lost to bad services.

The image above shows the importance of user service. Any service that makes users dissatisfied can lead to loss of users.

9. Value user complaints

The product problem exposed by user complaints is only the tip of the iceberg. According to the survey, 96% of users will not be satisfied even if they are dissatisfied with the product, and 91% of them will leave without a word. Only 4% of users will complain about the product!

Therefore, we must take users’ complaints and complaints seriously and give timely feedback. Research shows that users who receive feedback and solutions are more likely to become loyal users, who can spread our products or services to form a good reputation.

10. Show our competitive advantage.

We need to make it clear to the user that we are different from our competitors; Where we stand out; If users don’t use our products, they will miss something. Knowing these problems, we can see what our competitive advantage is. After knowing the competitive advantage, we can hype it up!
We’ve talked about 10 strategies to reduce user loss, and we want to help the people who run the APP.

How to Improve the User Churn Rate ? Here are 10 Strategies.，首發于Cobub。

1. Reduce the number of buttons and simplify the operation process

Purchased in design process, we can only provide users with a CTA button (call to action, used to motivate the user action button), it can avoid to cause the user to choose difficulties can also encourage users to buy. Since there is only one CTA button, we have to figure out what kind of action the user wants to take. The “add to cart” button gives the user time to think, although it is the user’s point of view, but this can cause a certain disturbance to the user’s purchase behavior. We can think about our own online shopping scene: a lot of times when we add our products to our shopping cart, we will think, wait a while, maybe there will be a discount later? If only “buy immediately” button, this button will induce the user to purchase the item when browsing the product. Acceleration of the purchase process is conducive to the purchase of conversion rate.

2.Magnify the CTA button to stimulate the user to purchase

Magnify the CTA button to make the CTA button appear more visible, allowing users to interact with the product more and stimulate more purchases. The design of the CTA button is too small to be coordinated in the full details page. The “instant buy” button in the atmosphere is more likely to encourage users to click.

3.Guides the user through the text on the CTA button

CTA button intuitive persuasive words such as “buy now” can also, but “accept for their own” very good use of the weakness of human nature of greed, desire, possession of mental state, when to see their favorite things, we all hope that this thing is belong to own.

4.Place star rating in a prominent position on the screen

There’s a lot of information that can be displayed on the screen, and there’s no shortage of star ratings and ratings. Because good grades and reviews can help users quickly learn about the popularity of the product, it can also help to establish an authority in the user’s mind. Second, placing the evaluation in a prominent position on the screen allows users to make a good impression on the product.

5.Add the social sharing button to the product details page to promote communication

Adding social media buttons not only encourages users to share, but also facilitates user sharing. We are mainly used to share items on the current page. But in fact, the true use of marketing should not be limited to the product itself. For example, the record of successful purchase, or the interaction between the buyer and the seller, can be Shared content, which will be more communication than the commodity itself.

The above 5 points suggest that we can combine the A/B test to verify and ensure that the user behavior data we collect is accurate and effective. In the end, I wish you all the e-business friends 12-12 barley!

How to Make People Buy Buy Buy on December 12th?，首發于Cobub。

Trigger: remind people to take the next step

Triggering is the first stage of the addictive model, which triggers the user to trigger action.There are two types of triggers: external triggers and internal triggers.Let you produce habitual rely on those products are often the external trigger the first to play a role, it is through the information penetration in all aspects of your life to guide you to take the next step, such as email, website links, or the application icon on the phone.
Use an external trigger is just the first step, trigger is the inner core, it through the user memory storage in various association to remind them to take the next step, negative emotions can often act as internal trigger.Develop habits to develop product designers need to consider the user’s psychology, to understand those likely to be internal trigger emotions, and to know how to use external trigger to help users to take action.

Action: the direct response of people when they expect a reward

The trigger is action.If they fail to act, the trigger fails to take effect.Dr Fogg, of Stanford university, argues that to get people to act, three elements are essential: motivation (M), ability (A), triggering (T).I’ll write it in terms of the formula, which is B= MAT.
Triggers remind you to take action, and motivation determines whether you are willing to take action.The motivation for users to use products is based on people’s pursuit of happiness and the avoidance of pain.The pursuit of hope, the avoidance of fear.And because people want to be identified, they hate being rejected.So, as long as your product can give users happiness, hope and identity, it can be the motivation for user action.
With an inner itch (trigger), there is a willingness to tickle, and users can easily “scratch”.The ease of use of the product directly affects the user’s usage of the product.To successfully simplify a product, we have to clear the way for users to use the process.Fogg, summarizes the influence degree of task difficulty of six elements: time required to complete this activity, economic investment, physical, mental, and others on acceptance of this activity, and the degree of match between the activity and routine activities or contradiction.When designing the product, figure out what is preventing the user from completing the activity.Is the user no time, or no money?Is it a busy day and don’t want to think again, or is the product too difficult to operate?To win hearts, you have to make your product easy and easy to navigate.
Therefore, to increase the incidence of preconceived behaviors, the trigger should be obvious, the behavior should be easy to implement, and the motivation should be reasonable.

Changeful reward: satisfy the user’s demand, arouse the desire to use

In the third stage, your product will be able to satisfy users’ needs and arouse their desire to use more.What drives the user to take action is not the reward itself, but the desperate need to be rewarded.The difference between an addiction model and a normal feedback loop is that it can inspire a strong desire for something.The feedback loops around us are not uncommon, but the feedback loops that can be seen in the results do not help to create the inner desire.
The variable reward of “installation” of products is a magic weapon used by the company to attract users.Fundamentally, variable rewards must meet their needs while appealing to users.There is often more than one reward for products or services that can kill users in seconds.Products that don’t have the advantage of being in a variety of variability have to be constantly updated to keep up with The Times.

Social raise reward

The interpersonal rewards obtained through interaction with others.For example, when a friend gets married, he sends out a circle of friends and receives a wave of blessings, which is a social reward.We like our “circle”, enjoy the “likes” of others, and expect “comments” from others.Social rewards can make users crave and expect more.

Prey to reward

Get resources or information.Such as microblogging, microblogging began to attract people, because people as long as the repetition of a “rolling” behavior, can search to the interesting information that oneself like, this is hunting reward mechanism, content variety provides users with unpredictable attractive experience.

Reward yourself

Experience the sense of manipulation, the sense of accomplishment, and the sense of closure.The “upgrade” in the game affects the evaluation of mastery and ability of the self, and the game rules of upgrading and acquiring privileges can satisfy the players’ desire to prove their own strength.Even mundane emails, the number of unread emails in mailboxes are like tasks for many people, a task that needs to be done.
The variable reward is a powerful tool to attract users.Insight into why people habitually rely on products helps designers to design their products well.

Input: through the user’s input to the product, cultivate “repeat customers”

But it’s not enough to get the product to the user’s mind.
A one-night red product often has a good trigger, an easy operation, and a rich social reward.But without the ability to “invest” in a long time, hot style will lose users’ attention over time.
It turns out that the more we invest in things, the more likely we are to think of it as valuable, and the more likely we are to be consistent with our past actions.Finally, we change our preferences to avoid cognitive dissonance.This is the last stage of the addiction model, and it is a stage where users have to invest.The input phase is related to the customer’s expectation of long-term reward, which has nothing to do with timely satisfaction.
When a user provides their personal data and social capital for a product, spending their time, energy, and money is what has happened.In other words, investing doesn’t mean letting users spend money; it means the behavior of the user can improve the quality of subsequent service.Add attention, add to the collection, expand the virtual assets, understand the new product functions, all these are the input that users pay to improve the product experience.These inputs have an effect on the first three stages of the addiction model, and triggers are more likely to form, and action is more likely to occur, and reward is more attractive.
You must say, everything has a routine, then know the routine, how to reverse the pattern?
As a product manager, you can use the addiction model to compare your products:
What do users really need?What pain can your product alleviate?(internal trigger)
What attract users to your product?(external trigger)
What is the simplest operation a user can take when expecting a reward?How do I simplify this operation?(action)
Are users satisfied with the reward, or do they want more reward?(variable reward)
What are the “drips” that users make to your product?Do these inputs help to load the next trigger to improve product quality during use?(input)
If you are a user and learn about these “design patterns”, you can take targeted “anti-design, anti-pattern”.Check your daily actions: what situations do you automatically run on an App?When is the easiest time to swipe your phone?What are the driving forces behind it, to kill time, or to relieve stress?Make a note of it.Find your own behavioral patterns and intrinsic drivers to consciously control your behavior.

文/ 小歐 微信公眾號：中歐國際工商學院
本文改編自《上癮：讓用戶養成使用習慣的四大產品邏輯》一書

Why Can’t You Help Clicking It?，首發于Cobub。

Figure out these 5 Ws, then we can push messages satisfying users’ need.

1. Why: Why do we push this message?

“Why” always comes first, with every push message having a clear goal — to make the user login for the first time or for the user to upgrade?Not only do we need to know the target of the push message, but we need to know what behavioral data we want from the user.These behavioral data are used to measure the impact of push messages on users.For example, after the user logs on to a social APP for the first time, it will receive the following information, which is the push we made to get users to improve their personal data.

2. What：What do we push?

The content of the push messages have the following three characteristics:

（1）Targeted:

Sometimes small details can play a big role.In the example above, we added the user’s name before the message was sent to the user. “Hi, XXX, welcome…”Instead of sweeping to the point: “welcome…Plus the name makes the user feel more approachable.

（2）Ensure relevance and timeliness:

Push messages must be timely and highly relevant to users.Netease news, for example, is pushed to the user’s nanjing tomorrow weather news, reflects the correlation between geographical position, this message is to push on Friday afternoon, Saturday’s travel plans to give the reference for the user to remind, the right time.

（3）Accurate and rapid direct user pain points:

The user’s time is precious, and the message we push must get the user to the maximum value.Do not push spam messages to users, or do not match the user’s needs.For example, messages for users who don’t have a car.

3. Who: Who are we going to push the news?

The push message object cannot be cut and cut. We need to divide and manage the user through user behavior data.When it comes to user behavior, here are a few more common user behavior analysis platforms, such as friends union, baidu statistics, etc.But these SaaS platforms also have problems, and the raw data is difficult to export, and the data of their own products cannot be owned by us.It is also easy to recommend Cobub Razor, data private and backstage construction.
Different push messages receive different recipients.
We provide personalized news feeds based on the user’s behavior habits, preferences and so on.For example some music APP users to listen to music for different style, favorite star and collection of song single push related update alert, such precision push has greatly raised the proportion of the user to open the message.

4. When do we push the news?

（1）Time of day:

Can select the user free time, such as before going to work in the morning, at noon to eat, after dinner, specific choice which push period, can according to user’s use time was used to determine, in short not to interrupt the user when user busy or rest.

A time period for users of a financial app

（2）Push frequency

Too high push frequency can result in two kinds of results — the user clicks on the push and immediately turns off, or the user simply ignores the message and doesn’t even look at it.The number of push frequency should be determined according to the type of application, generally speaking, the social App can be pushed daily, the information class can be 3-4 times a week, the tool class 1-2 times a week.The number of times should not be too much, otherwise the user will not open up, and probably close the message push, even uninstall the application.

（3）Local time:

Push messages need to be determined according to the user’s local time, this needs us according to the user’s location to determine if your users from all over the world, Beijing time at four o ‘clock in the afternoon when Washington is at four o ‘clock in the morning.If we unified Beijing time to push the news, users in Washington would be disturbed.

5. Where: What situation are we pushing in?

Push scenes can also affect the effect of push messages.We need to consider where the user is when the push message arrives, what he is doing, or what device the user is using when he receives a push message.
We, as users, receive a lot of notifications every day. For example, the taxi app will push express coupons for me on Friday after work.The group purchase app will push the group purchase information of the restaurant near me at mealtimes.If the user is in a disturbed state when they receive a push message, then the user will not be able to look at the push message and take action that we expect.

The messages in the application are pushed based on user behavior, so the effect is better.Regardless of the user, lie sofa eating, no matter the user on the PC, mobile end, as long as we clearly understand the user behavior, according to their behavior push related news, the user is there is a strong possibility we expect action.

Conclusion

The perfect push message must be pre-defined by 5W.Through 5W, we make clear the target, content, object, push time and scene of the push message, so that the user can see the value of the push message to the user.Pushing is the best user touchpoint, and it’s more important to make a thoughtful product that fits the user’s habit than it does daily.

The 5W Rule for Perfect Push Messages，首發于Cobub。

A touch, precision up to the user, the exposure is large enough

1. The advertising precision

Part of the listed companies advertising expenses (data source results)
Product is completely no advertising, from the table we can see that even have won 15 international gold prize of 1915 China’s national drink moutai also need large amount of advertising.According to Wind information data organization, according to data of 2014 listed companies in China a total of 65.929 billion yuan worth of advertising promotion cost, even the industry giant AD is also in constant, increase the user’s perception of the brand, we have what reason to expect no money input can be a guest?

Advertising is essential to promote contact means, advertising are accurate enough, blind pursuit of big traffic platform as part of public money to throw distance platform for the small and medium-sized, frequency, cycle, small test results and accuracy and hard.

Here lists online, by the way of the mobile Internet traffic on the channel (incomplete)
Decision must be tested before big advertising, not after drop test, never know one stage which the flow of a platform is the high quality, the most suitable products.The direction of the big, big platform flow and spread, more suitable for search class advertisements;Vertical class platform also to consider the industry each competing goods delivery situation, on a vertical platform and a number of conversion were rare.

In addition to the online and offline advertising, advertising metro bus station, district school board, medium rolling screen, mall office building elevator and window, etc., can be the choice of offline advertising.

Case study:

In this play amount exceeds 2 billion douban 9.1 distracted in white night after fierce, standing and love money into two P2P creative advertising with the plot development, is said to be a price is 1 million, if is to pull a new guest, the advertising is not precise, of course if it is in order to expand the brand influence is understandable.

In contrast, another financial companies advertising (to brand name) :

Advertising objective: power, an online financial low cost access to high quality customers
Advertising background: an online finance is an Internet comprehensive service platform, with excellent and professional service ability, comprehensive strength in numerous financial wealth management services in the best posture.At the same time, as the Internet blossoming in the financial services agency, the rise of consumer finance financial guest cost rising, so how to accurately for the guest, low-cost new is that they desperately needed.
Target: effect of guest oriented, ROI more than the industry average.
Delivery period: March 2017 – June 2017
Financial management target groups: 20-35 years old, bachelor degree and above in group of high quality business people, crowd of finance and economics, finance, young consumers.70% of men, women accounted for 30%
Delivery types: finance, news, web portal, PC;Automobile, IT, education APP side.
On the implementation: through data analysis, they found that the target audience to pay attention to the weather every day, lest delay flights and choose to drive or take a taxi to go out;At the same time, they focus on news of finance and economics dynamic, care about their wealth accumulated depreciation and investment opportunities;Among them, the male money users generally focus on sports, sports news, have a favorite sports star and the team, and are willing to go to the scene to see a ball game.To via “weather”, “sohu news, tencent news”, “sina sports channel” to try, the results showed that the financial news of user intention is very strong, and then to financial news website and APP advertising.
In conclusion, advertising to analysis the behavior of the target user, now almost every Internet user is transparent, find some user behavior and its platform, the correlation of the test, according to the effect of increasing drop ratio, and control the cost of the new guest as possible.

2. Artificial precision touch up to push forward (online and offline)

Don’t really have money for advertising?That can only be human flesh pull customers, of course, AD is rich, artificial way also is very good, can more direct understanding of their products in the market reaction.If precision is a guest, not brand shaping, artificial forward and to push, should let the contact information of target users, rather than the cast the net wide and full.

Parking APP promotion, for example, the famous American traffic information data company Parking INRIX is among the first to launch the software, it is a Parking assistance service phone APP – “INRIX On – Street Parking”, they offline promotion scenarios have a “Street intersection”, “village office Parking lot”, “brand auto repair shops and stores”, while On the road to promote only choose private car, rather than a bus and taxi.As much as possible to the parking lot talking to property on the parking lever to promote cooperation, if not to push in to the parking lot during the rush hours.

To sum up, start doing promotion will be thinking about how to be more rapid, more accurate for the guest.

3. Spontaneous for users to share

In the new users at the same time, don’t forget the old users to the new role.Users can share, spontaneous reward can also be affected by platform to share, means, though different, but the result is the product to share with people around you.

On the users to share this topic, the activity box running clubs a “humble one activity, but it can achieve user viral growth” in a case I feel very fit, quote here, good ideas worth repeated exposure.

Users in the process of using the APP, meet interesting things, will share it.Worship at the bike just to market when using, we have to try.At that time, often in WeChat friends see friends to share your trip, or even a friend sent than the number of travel, riding time circle of friends.The sharing behavior of users spontaneity, in a short period of time for the bike has brought a lot of users.

Users find products is very good, the spontaneous products to share with friends.Product with payment for knowledge is the APP and NuMa APP on the sharing of product design and have such different, inside get APP, you can see the “recommended” [get] to friends this feature, users can according to their own requirements, generate posters, share with their friends, or is a key to directly share to their friends.And NuMa APP without this feature.

Share button in addition to the APP itself, users will also be spontaneous recommended in the chat, said didn’t stick to force others to read, for example, I would recommend “netease snail reading to her,” keep reading every day at least 1 hour, 1 hour later have no you want to read permissions (unless published a book review, if she published a book review, she gradually habit even fell in love with reading it).

Also there will be the UGC in the APP is very good, a picture, a sentence, an article is very touching, users will spontaneously to share.Such as netease cloud music, white space, everyone is the product manager, etc.

In addition to the users to share, spontaneous and induced by interests users to share, such as the product of spell group mode, Meituan hungry? A red envelope, drops Uber bus ticket incentive mode, etc., basically all consumer, financial APP users share incentive mechanism.

4. Different industry flow swap

Traffic exchange platform between cannot have direct conflict of interest, and to have the certain user overlap.In the absence of expense cost, take platform has its own traffic and conform to the standard platform to exchange flow, look for the best personal connection to the head company, with their cooperation, to talk about the flow of other home will have a better chance of cooperation.

Refer to baidu encyclopedia (the world’s largest Chinese encyclopedia) explanation for swap “flow”, which has described concepts and technical way of the cooperation of very clear, there is no need to do.
Case study:
Remember qihoo 360 Lou easily share their traffic exchange case, citing “Lou loosely blog” video search products business case: at first I did a lot of preparation work, want to how can to promote the flow of the product.First of all, I some of the traffic data analysis before cooperation.Put some effect is very poor cooperation stopped, only keep two flow effect is done, so I will take a lot of traffic to do swap BD position.

First of all, I would like to collect a lot of traffic exchange cooperation is willing to do the entertainment sites contact, and then a a to talk about, our product has less traffic at the beginning, since less change.But light on BD position, will never be able to transfer flow rate higher.Because access to video search users, mainly come in search of the video, can click cooperation links to sites on the BD position will not too much.

Then I thought of video search the features of this product, visit our web site users will eventually run into some video sharing website, such as “youku” “potato” cool “6” and other sites.Why do I want to go to their flow, should let these sites also to our BD, return to our traffic.

Then I put ALEXA1000 name at the time of video sharing site to talk about it again.At first two private relations and good video sharing site agreed cooperation.

Is better to talk with the back of the case, I’ll tell some video sharing sites, so-and-so video website also cooperation with us, and when a lot of video sharing sites also have do and some entertainment website traffic exchange cooperation.We are video search traffic more targeted in the past, if entertainment website can cooperation, it should be more cooperative with us.

When the video sharing site cooperation policy is you give me 1000 IP, I will return you 2000 IP.The more traffic in cooperation with us, they are more cost-effective.So when ALEXA1000 within the video sharing site nearly eight all have cooperation with us, and several of them were tens of thousands of IP traffic exchange, such as “youku”, “6”, “popcorn”, “mofile” and “mating” is the main partner.

Was the same kind of video search site also has several, such as “love asked video search” “yahoo video search” video “baidu search” because they haven’t asked the video website return flow, so I went to talk to the video website traffic exchange cooperation, has the certain difficulty.So I through the video search products features, give A video website over flow guide to video website, B B video website traffic guide to C video website.Cooperation with video sharing site, traffic.Flow rate of the exported to BD position also more and more, I also with some entertainment website also increased the swap.

Do remember the highest peak, one day there are hundreds of WPV, than when I took over turned over several times.And it is supported by no company resources to do, let me feel a sense of accomplishment at that time.On qihoo video search do promotion experience, has also been think is the most happy in my career for a period of time.

5. The media exposure

Tencent business friend once said:

“Many start-ups have no resources, voice is too weak.Sometimes, clearly project is good, but the spread of the articles are not attractive, not suitable for platform to report.”

I usually read product report more platform is a “dark horse”, “the tiger sniffing net” and “36 kr,” they reported each time all is around the story of the founders, thought to packaging feelings;By analyzing the good parts of the product or service differentiation, the sweet high standards of service, complementary advantages, founder of the team (in the industry has a strong professional ability, have a sharp insight to market) to expand coverage, etc.

Most of the time of media resources and it is not how much you pay, media platform also need high quality content material.They want those ideas, attitudes, dry entrepreneurs, they would express themselves about the industry, about the market, on the understanding of the user.So, good PR, first not ask what resources, but how do you think of PR, how to understand the people who help you do the PR.Otherwise, give you more resources, with no eggs.

6. Channel operation management

Because I am in the financial industry, the Internet, so it is understand that the assets of the financial sector is control in the hands of the mediation, financial platform in addition to the proprietary assets, but also cooperate with the mediation, thereby gaining assets, in this process, the platform can’t contact with real borrowers, contact only the mediation, industry present situation is so so, so, multi-channel operation management is quite important.

The so-called channel is provide business support for product transport users, partners.Financial platform to acquire assets (borrowers) and (investors) to get the funds, assets and intermediary cooperation in a wide range of industries, is to have them to provide various financial platform risk control into a standard customer;Also from the platform for various flow of funds, have long-term cooperation.

Constantly on a regular basis to analyze channel resources into effect, and to practical communication channels, defective rate is high to and channels of cooperation, in a timely manner to inform or to terminate its channels to prevent cash or brush single risk.

To attract users attention

1. The precise touch is the basis of the resonance caused demand

We always think about how to make the article more propagation force, how to give more people play the video H5 push, so large quantities of a variety of channels, but the effect may not be good, serious money spent, the effect not beautiful, so a lot of under pressure.Back to reflect on, we did not push the high quality content to the right people, with net fishing in the sea than to take a small mesh plug small fish touch xikou.

2. The impact of the visual or graphic feel

(1) the differentiation
Comparison of different things or to emphasize different aspects of the same things, and comparing, in order to produce a strong contrast.Contrast can be intuitive image, such as color, shape, texture, quantity, area, the direction of contrast;Can also be internal, such as properties, function, emotional appeal, connotation, characteristics, etc.Contrast to the elements, or produce the fierce conflict, or complement each other to be in harmony are an organic whole, constitute a strong difference teaching fruit.Contrast the creative purpose, is to highlight advertising, with a stimulus information affect the audience.

Case study:

(image from “creative design” oritive.com)
High contrast of cosmetic advertising: advertising scenario of graduated in 1969, a group of old man’s homecoming.Among the old woman thought the young woman in red face and figure, like their granddaughter, he showed confidence and a smile with the eyes of the other male students, female students embarrassing expression also contrasts, to fit the youth posture of the success of cosmetic surgery.

Contrast methods of the 2008 Olympic Games in the poster: the first is expression on the contrast, athletes is photography, the crowd is drawing techniques;Followed by color contrast, the athlete is color, is black and white people;Finally, the composition of a picture on the contrast, the athlete with the blank as the background, while the crowd numerous, very compact.The contrast condensed into a huge screen tension, the tension in the Beijing Olympic Games draws near, and ten thousand people shocked the aura of incisively and vividly express in my heart.

(2) zoom in selling point
The following several advertisements do you think of “soil”?

Malatang businesses: “mountain spring hot food, one hour in a pot, malatang also can be so healthy”

Native cafe: “flagship” let you eat to 40 years ago, the taste of chicken”

Organic tea merchants: “other people’s tea drink NongYaoWei, the organic tea to drink only fragrance” in our house

We eat malatang is worried repeat with soup pot, one with even more than a day?Native is missing under the modern feed for aquaculture has not used to the taste of the early?For black tea, poking fun at “bitter” a NongYaoWei?Our pain points is the selling point of merchants, the merchants selling point directly root of publicity, the customer first whether flocculant head, will at least to try.

Case study:

OPPO R11: “before and after 20 million, take pictures more clearly.”
Candy phone F11: “50 million pixels, than the more clear and more clear.”
Oppo direct selling point “more clear”, and enlarge the selling point “clear” candy “than more clear, clear, and specifically on the advertising of the oppo, both the interest, and has a strong selling point into effect, this completely easing the bit in competing goods ads, clothing!

(2) the connotation of the creative
We have seen a lot of creative advertising design, have to say, some slightly the connotation of the exotic advertising instead more impressive.In advertising design industry, creative seems to be spring never dried up, all sorts of funny, surprising, exaggerated, the connotation of creative ads emerge in endlessly.

Case study:

Your hand sanitizer: “one day what are exposed to, finally you do with your hands?Consider very fear.So, you will choose not to recall, or choose Siribuncha instant hand sanitizer?”.

NBA players: “sports need passion, need like animals are aggressive”.

Dry cleaner: “whatever he is lip seal, oil or wine stain, all get rid of all”.

3. Strong direct user demand, and puts forward the solution

Stamp in the user’s pain points is not enough, more simple and direct offer solutions, such both neither are hurting users feelings, and can drive the new product.


Double tenth a JPM medicine in 2016 with its logo and the advantages of the high recognition, deep recognition, advertising, with the attitude of a clever into its poster, can not only improve the visibility, and remarkable success.Pure and fresh style, warm words, let a person feel anything disgust, instead of multiplication.It not only box out of the users in the hand chop and the accident harm may occur in the daily life, also can in time out of their delivery to your door “20 minutes” solutions, is a sweet little quilted jacket.

4. Bold promises, eliminate user finally

Users never know “you” to want to know you, is a big step, she needs to break his heart security defense, this step will often turnover rate is higher.Chasing girls like you, the first meeting about what cinema or sparsely populated mountain, who will trust your own security to you?

We all said taobao fake goods, is the seller, return have to pay the freight, laborious also thankless, give a bad review and even cause the seller harassment, but there are many sellers in efforts to promote trust, use safeguard mechanism to reduce the order cost, make products and logistics cooperation at the same time bold promises, don’t believe you let users to trust their products?The gap between that began with a number of shops.

Light user demand, actively seek products

1. To provide access to, step up to

Careless mistakes never lost jingzhou made, very not easy to use content, advertising, attracted by any way users, but did not provide download the entry of the product, or make entrance can’t see don’t watch carefully, that this is a new, just made a brand publicity.

2. Reduce the user the opportunity cost

A user choose to do and not do an operation is a kind of decision-making behavior.In the perspective of economics, the decision-making behavior of “cost” is the opportunity cost.Users get products behavior brought about by the “experience is good”, “information security”, “will you won’t get involved in traffic”, “whether it takes a lot of time”, “will not work”, etc.Some we can be resolved, some are not solve, we reduce the user’s opportunity cost as much as possible, let the expected return is greater than the opportunity cost, the user access to products of this step loss can be reduced.

3. Participate in steps can decrease, it decreases

Pull the new process, to prevent the user when registered products deserted it, so make the registration procedure can be simple, simple, and even do tourists mode, don’t have to log in to enter the product of a few interface, to limit the function of the most characteristic after registration to use, to reduce turnover registration.

Case study:

WeChat reading is tencent products, have developed a “trial”, because there are a few people have this requirement, is they don’t want what WeChat friends to see their reading a book, or are not willing to take WeChat to land any products other than WeChat APP, maximum efficiency to optimize the attrition rate of the user login interface.Tencent did so in their own product system, we have what reason to let the user must log in?

4. With a hammer “affordable” limit use to conclude business

If the user has not registered, the couple’s exclusive discount and new methods, and if the user has already registered products, has been receiving limited-time discount can give users a sense of urgency of time, an impulse, which occurred some spending or transformation behavior (such as WeChat reading the length of the money to buy books, etc.).

New exclusive activity is almost every product standard, to do the page more impact, such as Vipshop preferential payment pages and pages of the countdown, can produce time sense of urgency, in the case of not fully considered just finished the action.Users also have the feelings of people, impulsive, also easy to change into rational conservative thinking, consider more long more conducive to action of product.
Article source: Everyone is a product manager author: wang liang

How to Acquire New Users with Lower Costs?，首發于Cobub。