Why can’t your marketing drive user growth? Mainly for these reasons

Marketing Creative Drives Growth Three Elements

Editor’s Note: This article is from WeChat public account “Two Lords < /a>”(ID:huangyongpeng_com), author Huang Yongpeng.

Do you often encounter the following problems as a user-growth practitioner:

The WeChat article is 100,000 plus, and the single amount has not been improved;
The activity of the APP is very high, but the conversion rate is very low;
There are tens of millions of ads, claiming to cover tens of millions of people, exposing hundreds of millions of dollars, and business data has not changed much;

……

Why does our marketing have no effect? Why does our communication work well, but it does not drive the growth of users and business?

The reason why our marketing has no effect is mainly influenced by three factors.

To know why we can’t drive growth, let’s see how marketing the full link affects user behavior.

Marketing Creative Driven Growth Link

From the above picture, we can see that information (activities, videos, posters, H5 and other creatives) reach users through different media, which in turn affects users and triggers users to download, use, and purchase products.

Therefore, the marketing effect is actually the result of a comprehensive behavior of information, media, and products (flooring pages). Our marketing results are not good enough to drive growth. It is because one or more of them are not doing well. Let me analyze the three aspects one by one to see how we can improve our marketing results.

Creative Driven GrowthThree elements

Information: What is more important than saying it

No matter what kind of marketing behavior, an ad placement, a WeChat article, a poster, a video, an offline event…, it’s actually delivering information to our target users. The transmission of information consists of two aspects:

What to say: What kind of information do we pass to the user?

Price discounts, product features, life claims, technical advantages, etc.

How to say: That is what kind of expression is used to convey our message.

For example, the end of our TVC, the visual presentation of poster dynamics, the narrative structure of WeChat articles, etc. These are the expressions of information.

We tend to pay more attention to the expression of creative information. The most overlooked is the correctness of the information itself. That is to pay attention to what to say, and ignore what to say?

The most important thing about “deciding what to say” is to consider the “location” of the brand in the user’s mind.

“Location” is the user’s impression of the product, mainly including familiarity and affection. The difference in “location” is different from the information that the creative needs to convey to the user. The “location” determines what we want to say to the user.

Based on the familiarity and love of the target users, we use a four-quadrant to analyze the brand’s position in the user’s mind.

User “Location” four-quadrant analysis

A, first quadrant: high familiarity, high popularity

In the first quadrant, the target user has a high level of familiarity with the product and a high degree of enjoyment.

Information Delivery Strategy: Continue to maintain high visibility and reputation, and provide differentiated value propositions to users

In order to drive growth while maintaining high visibility and reputation, it is also necessary to pass on the value of differentiation with competing products, such as continually stimulating users through new images, functions, technologies, services, and interests. Increase product retention and liquidation and continue to expand market share.

For example, Taobao, Tmall and other products, their user recognition and reputation are good. At this time, if the message you send to the user is “Online shopping, you will have no value, even if you are creative again.” Well, there is more exposure, and it has no effect on business growth. Because everyone knowsTaobao is an e-commerce platform, which is not a user’s problem and pain point.

B, second quadrant: low familiarity, high popularity

The products have a good reputation among users who have used them. Users are very fond of them, but the popularity of the products is relatively low. Many users do not know our products. In this case, generally, the field we are in is a new market. The target users are still unfamiliar with the industry and the field, and the users are still in the cultivation stage. Either we are a post-entrant, many target users don’t know us.

Information Delivery Strategy: Increase awareness and awareness.

The most important part of this stage is to enhance the visibility and recognition of products and brands, let everyone know our products, tell the target users through creativity, who can solve their problems and pain points, which is the fastest and most effective pull. The method of user growth.

For example, flash, as an instant logistics brand, has a very good user experience for those who are eager to deliver things, but in the entire logistics industry, compared to logistics brands such as SF, the visibility and awareness of flash is better. low. Therefore, the flash is to invite Jay Chou’s contemporary speakers. The main message is “one-on-one delivery”, which is the information transmission strategy based on the “location” of the brand. The purpose is to create a user’s mind of “quick delivery” = “flash” through creative information, so that when users are eager to send things, they first think of flashing, thus driving user growth.

C, third quadrant: low familiarity, low popularity

The target user’s preference for the product is relatively low, that is, the word of mouth is poor, but the better is that the brand itself has a lower visibility.

Information Delivery Strategy: Find out why the preference is low and propose a solution for this.

The first thing to solve is not the issue of popularity, but the reason why users don’t like it, and improve it to fill the user’s impression gap.

If we don’t consider the “location” of the current brand, we will carry out large-scale dissemination and promotion before the impression gap is filled. The more we spread the spread, the more it is not conducive to the growth of users and business.

D, fourth quadrant: high familiarity, low popularity

These brands and products tend to have high visibility and market share, but their reputation and reputation are poor for various reasons.

Information Delivery Strategy: Reversing Negative Image and Reshaping Good Image

Because these brands have high user awareness, once word of mouth is damaged, it takes a long time to reshape the image.

The most important thing is to find the problem, such as the early Tencent, being plagiarized by people; the former Momo, being stunned by magic; and the impact of individual safety actions on Didi taxis. Will affect the growth of users, especially when there are other strong competitors in the market, and the competition is doing well in terms of product experience, etc., users are likely to cause user migration, resulting in a large loss of users and Transfer.

Therefore, you need to improve the problem and pass it on to the user, slowly regaining the user’s word of mouth and attention.

Medium: Focus on the circle

After we figure out what information we pass to the audience, the next step is to inform the user of the information through any media form and channel.

The centralization of the mobile Internet era from centralization to decentralization

First, let’s take a look at what happened to the media in the mobile Internet era.

In the era of mass media, the media is centralized and power-led, that is, the distribution and dissemination of information is mainly concentrated on several centralized platforms, such as CCTV, satellite TV, and some newspapers and magazines. A brand does not deliberately pay attention to who our target users are. It only needs to spread marketing and information on these platforms, which can affect almost all of our target users.

Centralized era of information in the mass media era

In the era of mobile Internet, there are more and more channels and carriers for information transmission. The transfer of information from centralization to decentralization, from top-down hierarchical relationships to point-to-point mesh models.

In the era of mobile Internet, in addition to traditional channels such as newspapers and TV stations, a website, an APP, a public number, or even a person may become a channel for information dissemination. For example, major app stores, vibrato, know, Xiaohongshu, Baidu, Weibo, WeChat, Today’s headlines, Douban, Cai Xukun, papi sauce, Rebecca and so on.

The flow of information in the mobile Internet era is decentralized mesh mode

Users become hard to reach and traffic conversion efficiency is low

The result of decentralization is that it is difficult for us to reach our target users through several media and channels, users become hard to reach, and traffic conversion effects become low.

For example, there is a newly developed snack product that is aimed at young white-collar workers. In the era of mass media, through the media such as CCTV or Hunan Satellite TV, and adding some newspapers and periodicals media, these target users are basically covered, because there are few other options besides these media forms.

But now, these target users are scattered to various channels. They are less likely to watch TV and newspapers, and more to use Vibrato, Weibo, Youku, Today’s headlines, WeChat, Netease Cloud Music, Keep, Little Red Book, Fast hands, Mo Mo, etc. may focus on Cai Xukun, Li Xian, Xiao Zhan, and may also like Jay Chou, such a fragmented media node is thousands. It is difficult for us to reach all of our users by covering several channels.

So many media nodes, even if we spend tens of millions of dollars, may not be able to cover all of our target users. For example, Taobao’s dual 11, in order to cover more target users, in addition to Ali’s own product diversion, it also spent an additional 2 billion yuan for more media coverage, and this can only cover some target users. . This kind of arrogant gameplay, in addition to the BAT level of the company, many other companies simply can not afford.

Find the user-saturation strike-penetration layer

What should I do for most companies with insufficient budget? How to reach the user and improve the traffic conversion effect.

This requires us to focus on the target user layer, to do three things: to find the user – saturated strike – penetration layer

Break through the loop path

Finding users: Less is more, from pursuing number of people coverage and exposure to focusing on coverage coincidence rate

When we choose the medium, we often pay attention to the number of people covered, and ignore the coverage coincidence rate. The difference between the two is to coverThe number of people is more concerned with the number and exposure of the people affected by the media. It is a kind of netting user reach, and the coverage coincidence rate is more important to consider how the medium overlaps with our target population. A user who pays more attention to effects and precision.

We can think about whether we are making such mistakes when making media choices: When Papi is in the fire, I want to cooperate with her. Wet, Weibo, and vibrating kol who fires more fans, Who to choose. The final result may be “satisfaction”, which covers more people on the surface, gains a larger exposure, and disseminates data such as comments and broadcasts, but it has no effect on the growth of the industry, because it is reached. Many users are not our target users.

For example, if our target users are Internet companies working for a group of people, we choose the media accounts of the “running and smashing” and “remembering the small vest”, which may be far less effective than fans. A few fewer “Western Second Flag Life refers to the North” and “The Internet thing.” Because the “Western Second Banner Life refers to the North” and “the Internet thing” and our target population coverage ratio is higher.

We can simply calculate an account, assuming that A media covers 1000 people, but the actual target population is only 100 people, that is, the other 900 have become invalid. Although the B media only covers 500 people, but the target population has 300 people, of course, the final conversion effect will be better than the A media.

In the era of mobile Internet, traffic has changed from popularization to circle. If it is only covered by the channels of the mass media era, it will be difficult to affect our target audience, which will result in a waste of resources and expenses. Therefore, we have to choose a circle medium with a high rate of coincidence with our users. No matter how creative and interesting our advertisements and information are, if not seen by the right people, such information is wasteful and worthless.

Saturation Strike: 7-time rule, effective display effect by repetitive manufacturing

By selecting a medium with a high coincidence rate and a super node, only the user’s reach is achieved. However, in the era of information explosion and fragmentation, everyone faces overwhelming advertising information every day. Even if the information reaches the target users through the media, it is very easy to be ignored and forgotten by the audience. Advertising expert Elvin Akonbum once proposed a concept called “effective display”, that is, if the display of information is below a certain value, it is difficult to establish a strong connection with the audience, which will result in information transmission. invalid.

This display value is called threshold in marketing, which is the meaning of the threshold. In order for information to be effectively delivered, it needs to be reached a certain number of times. If the information reaches the user’s reach does not reach this threshold, even if the information we pass is more creative, and then interesting, the user’s next purchase (download, use, etc.) behavior is difficult to callStart.

Different marketing ideas and different product thresholds are different. It is generally considered that this number is reasonable 7 times. This is the “7 rules” of limited display. The essence of the “7 rules” is to enhance the transformation by repeating the forgetting of the user, enhancing user cognition, increasing trust and good feelings, bringing stimuli and conditioning.

Specifically, there are two main ways to achieve “7 rules” by repeating.

The first is a repetition of content.

In the specific idea, the purpose of deepening the user’s impression is achieved by repeating the concept of the need to pass. However, it should be noted that it is not necessary to simply and violently repeat in order to deepen the user’s impression, causing the user’s dislike. The principle of repetition of information and concepts in creativity is not objectionable, natural, and affects users in a subtle way.

The second is the repetition of the medium.

Media duplication is not a long-term release of the same medium, but a combination of different media to create a repetitive effect. That is, information and concepts are used to reach our target users through different media. This requires us to find different layer nodes to influence users

We want to promote a new running shoe as an example:

We can pass online,

Tools: For example, Yuet Circle, 咕咚, Nike+.

Event information categories: Marathon registration, China Marathon platform, Beijing Marathon and other public numbers and websites.

Running knowledge: such as love burning, tiger running, running guide cool and other running theory knowledge, skills, running information and other accounts and platforms to reach.

Under the online, we can reach through the media nodes such as the gym and sports park.

Create a repetitive effect through the media contacts of these users. However, it should be noted that it is not necessary to display the same creative form on all media. It is only necessary to pass a concept and information. For example, in the case of running shoes, if the main message is “shock-absorbing effect”, we may have WeChat articles, offline, and viral videos in the way we create a sense of repetition.

Through the circle: find the super medium node of the circle

However, these media nodes have different influences on the flow and transmission of information.

For example, WeChat, a platform covering more than 1 billion users, is completely different from the people affected by the APP. The same is the public number on WeChat platform. Each big V is a central node, but their influence on different circles is different.

We have a strong flow chain in the information flow chain.The media nodes of great influence are called super nodes.

In the era of decentralized mobile Internet, in order to detonate the circle, the most important thing is to find the “super node” in the chain of information flow relationship. Through these super nodes to influence the influence of more people.

The Media Age and the Mobile Internet Age Media Model

How exactly do you find the super nodes in the circle? What conditions do these super nodes need to meet?

A super node is a center itself and has a strong influence among the users in the circle. It can affect many other nodes in the circle and be concerned and trusted by the nodes of the circle;

In the node affected by the super node, if there are more centralized nodes, the influence of this super node will be greater.

For example, if A is a super node, he can affect many fulcrums such as B, C, D, E, etc., where B and C are also a centralized node, which can affect many other nodes. . The more centralized nodes like B and C, the greater the influence of A’s supernode.

In a nutshell, a supernode is a node that itself can affect more nodes, and the affected nodes have a longer flow length.

Super Node

In addition to saturating the target circle, the most important thing is to find such a super node in the circle. For example, the activity of the new world “escape from the north” is detonated, except for the activity itself, the most important The New World Public Account is a super node with more than 2 million fan layers.

Publishing the “Beijing, 20 million people pretend to live” article, the public number “Mr. Zhang said” is a super node, “The West Second Banner with a monthly income of 50,000 teaches you how to live like a monthly salary of five thousand” article The starting account “Xi Erqi Life refers to the North” is also a super node.

They have dozens of millions of fans. If these articles just started to spread, onlyPublishing to a normal node, not the account of the super node, is difficult to detonate the layer.

The BMW MINI used to promote its new products through super nodes and achieved very good results. MINI sold the “MINI YOURS Caribbean Blue Limited Edition” through the super node, fashion from the media large “Ribeka’s whimsical world”. In 100 minutes, 100 MINIs with a price of 285,000 were all snapped up, and in 50 minutes. After that, all orders were paid for, creating nearly 30 million in sales.

Three principles for high-conversion landing pages

There is also a situation where, although the creative information is right, the media choice is accurate, but the effect of user growth may not be good. The main reason is that our products do not solve the user’s pain points and needs, and the product experience is poor. Either there is a problem with the landing page of our event, which affects the conversion effect.

We focus on landing pages. The landing page is the creative bearing page, which plays the role of receiving traffic and transforming traffic. The quality of the landing page directly determines the conversion of users brought by creativity and media channels, thus affecting the final user growth.

Floating pages are a big concept. Any page that is guided through creative guidance is a landing page. The landing page can be a website, an app, an event page,

What kind of landing page is a good landing page, what kind of landing page can increase conversion rate and promote user growth?

High-conversion landing pages should have three elements: content, expressiveness, and experience.

Three elements of landing page

Content: Content is the foundation of landing pages that affect user growth.
Expressiveness: Mainly to stimulate user transformation through layout and visuals.
Experience: It means that the landing page is easy to use in the user experience.

The following are the three aspects to analyze how to make a landing page with user growth.

Content of landing pages: Content is the fundamental factor in creative conversion

A landing page has a good conversion. The first is the content of the landing page itself, which is mainly reflected in several aspects.

Principal Consensus Principle

The most important thing to do is to make the principle of commitment and consistency. The so-called commitment is the content that the creative idea conveys and the content presented on the landing page must have a strong correlation. Because the user clicks on our advertising idea to enter the landing page, or see our creativity, enter the landing page, it means that our creative message conveys the user’s desire (download, use, purchase, etc.), if landing If the page is not consistently accepted, the user will easily lose.

Unification of focus and richness

A good landing page should also highlight the key points and the information is clear.

We often see some landing pages. Although there are creative content delivered to users on the page, in order to display more content to the user, in addition to the content delivered by the creative, many other additional content is added, the target user. After entering the landing page, the information is found to be complicated, and the key information transmitted by the creative content may be placed in a relatively deep position, or it is difficult to find, and the target user’s bounce rate will be high.

To solve this problem, there are generally two ways:

First, a landing page only delivers a single piece of content and information, so that the landing page and the creative message are exactly the same. This is suitable for some single products. For example, I only buy one cosmetic, one shoe, one car, etc.

Secondly, for some platform-type products, such as Hungry, Taobao, Jingdong, etc., the creativity of these products is sometimes to convey the information of the whole event. When entering the landing page, it will contain many categories, Promotional information, gameplay, etc. This requires that the content of our landing page should highlight the key points of the entire activity, and classify other content, such as classification by category, by hot sale, by scene, etc., so that users can better find what they want. Content and information. Realize the unity of emphasis and richness.

First let the user feel the value, the user will act

Creative content is only to guide users to landing pages, landing pages to improve conversion rate, but also need to reflect the value we want to bring to the target users, users will produce growth behavior.

For some products with low decision-making costs, such as the value of some free tools, fast-moving products, etc., it is relatively easy for users to make purchases.

For products with high decision-making costs, such as cars and education, it is more difficult for users to place orders immediately. The most important thing for landing pages is to let users feel the value first. For example, the free pilot course in the education industry, through the good course, the explanation of the good teacher, eliminate the purposeThe user’s payment concerns. For example, automotive products, users look at a video of the landing page, look at some graphic introduction, it is difficult to place orders, which requires the introduction of the contents of the landing page and other functions, collect user information to guide the user to the offline test drive.

Secondary stimulation, giving users a more unexpected experience

Users can pass through to the landing page, indicating that our previous ideas have contributed to the user’s stimuli. If the landing page at this time not only fits the user’s previous imagination, but also gives a second stimulus, the conversion effect will be significantly improved, which is to give the user a feeling of exceeding expectations.

It’s like falling in love. If you are attracted by the appearance of a girl and have the idea of touching, the appearance of the girl is a stimulus. If you meet this girl through a date, you will find that the girl is not only good-looking, but also Very connotation, this is the second stimulus. The stimulus here can be price concessions, authoritative endorsements, herd mentality, etc., the purpose is to dispel the user’s buying concerns.

Trolley floor landing page

For example, the landing page of Xiaomi suitcase in Jingdong, in addition to the style is good-looking, the price is cheap, there is also a list of “sets of value and practical ten trolleys” list, because there are other The good brand of the trolley case adds to the credibility of the endorsement. This is actually giving the user a second stimulus in addition to the price, thereby increasing the user’s chance of purchase.

The expressiveness of landing pages: stimulating user conversion through layout and visuality

The landing page is very good even if the content is very good. If the performance is poor, it will affect the user’s conversion. The expressive power here mainly refers to the visual expression of the landing page.

The layout is clear and guides the user to find what they want

Users are impatient, and the confusing landing page can interfere with users and affect users’ search for information. Therefore, the design can help users to make choices by visual categorization, grouping, highlighting, weakening, color, etc., so that users can quickly find what they want.

Visual appeal, motivating users to grow behavior

The landing page, in addition to clearly communicating the core information to the user, if the design of the image can bring its own sales power and appeal, it will effectively improve the conversion of the landing page.

Experience of landing pages: landing pages are both available and easy to use

In addition to good content and good perspective, floor-standing pages also require a good user experience. It mainly includes two aspects of “availability” and “ease of use”. For example, page loading speed, jump, smooth operation, WYSIWYG, etc.

Summary

Last, let’s summarize the main content of this article.

This article mainly analyzes why our marketing ideas have no effect and cannot drive the growth of users. We analyzed the link that marketing affects user growth, namely: information-media-flooring.

Information

What is more important than what is said, but we tend to focus on what we say and ignore what we say? The most important thing to say is to know the “location” of brands and products in the user’s mind. The difference in position determines what is said differently.

media

After knowing what to say, the next step is to inform the user through the media channel. In the era of mobile Internet, in order to let the media have a high conversion rate, it is necessary to focus on the circle of the circle. Specifically, it is necessary to make three steps: to find the user-saturation hit-penetration layer.

Finding users: Less is more, from pursuing number of people coverage and exposure to paying attention to coverage coincidence rate
Saturation Strike: 7-time rule, effective display effect by repeated manufacturing
Through the layer: find the super medium node of the circle

Floating page