Starting with the analysis of the whole marketing link, the author expounds the three elements of marketing and how to optimize the use in actual operation to achieve user growth. As a user growth practitioner, do you often encounter the following problems: the number of WeChat articles has increased by100000, but the single volume has not improved; The activity UV in the APP is very high, but the conversion rate is extremely low; Tens of millions of advertisements have been placed, claiming to cover tens of millions of people and expose hundreds of millions, and the business data has not changed much; Why is our marketing ineffective? Why is it that our communication effect is very good, but it can't drive the growth of users and business? The reason why our marketing is ineffective is mainly influenced by three factors. To understand why it can't promote growth, let's first look at how the whole marketing process affects user behavior. Marketing Creativity Drives Growth Links From the above figure, we can see that information (activities, videos, posters, H5 and other creativity) reaches users through different media, which in turn affects users and causes them to download, use and buy products. Therefore, the marketing effect is actually the result of the comprehensive behavior of information, media and products (landing pages). The reason why our marketing effect is not good and can't drive growth is because one or several of them are not doing well. Below I will analyze from three aspects one by one to see how to improve our marketing effect. Three elements of creativity-driven growth. Message: What you say is more important than how you say it. No matter what kind of marketing behavior, an advertisement, a WeChat article, a poster, a video or an offline activity, it is actually transmitting information to our target users. The transmission of information includes two aspects: what to say: what kind of information do we transmit to users? Such as price concessions, product features, life ideas, technical advantages and so on. How to say: that is, what kind of expression is used to convey our information. For example, a mirror of our TVC, the dynamic visual presentation of posters and the narrative structure of WeChat articles are all forms of information expression. We often pay more attention to the expression of creative information, and the most easily overlooked is the correctness of the information conveyed by creativity itself; In other words, we focus on how to say it and ignore what to say. The most important thing to decide what to say is to consider the "position" of the brand in the eyes of users. "Location" is the user's impression of the product, which mainly includes familiarity and love. Different "location" means different information to users, and "location" determines what we want to say to users. According to the familiarity and liking of target users, we use four quadrants to analyze the position of brands in users' minds. The user's "location" is analyzed in four quadrants: the first quadrant has high familiarity and love, and the target user has high familiarity and love for the product. Information transmission strategy: continue to maintain high popularity and reputation, and provide users with differentiated value demands. While maintaining high popularity and reputation, in order to stimulate growth, it is also necessary to convey the value differentiated from competing products to users. For example, through new images, functions, technologies, services and benefits, we will constantly stimulate users, improve product retention and realization, and continuously expand market share. For example, Taobao, Tmall and other products, their user awareness and reputation are good. At this time, if the message you send to users is "Go to Taobao online", it is actually worthless; No matter how good the idea is, no matter how much exposure, it has no effect on business growth. Because everyone knows that Taobao is an e-commerce platform, this is not a user's problem and pain point. The second quadrant: products with low familiarity and high popularity have a good reputation among users who have used them, and users like them very much, but the popularity of the products is relatively low, and many users don't know our products. In this case, either the field is a new market, the target users are not familiar with this industry and field, and the users are still in the cultivation stage; Either we are latecomers and many target users don't understand us. Information transmission strategy: improve visibility and recognition. At this stage, the most important thing is to enhance the visibility and recognition of products and brands, let everyone know about our products, tell the target users who we are through creativity, and solve their problems and pain points. This is the fastest and most effective way to stimulate user growth. For example, flash delivery, as an instant logistics brand, has a very good user experience for people who are in a hurry to deliver things. However, in the whole logistics industry, compared with other logistics brands such as SF, the popularity and recognition of flash delivery are low. Therefore, Jay Chou contemporary speakers are invited by flash delivery, featuring "one-on-one delivery", which is an information transmission strategy adopted according to the brand's "location". The purpose is to establish the user's mind of "urgent delivery" = "flash delivery" through creative information, so that users can think of flash delivery first when they are in a hurry to deliver things, thus driving users to grow. The third quadrant: low familiarity and low affection. The target user's love for the product is relatively low, that is, the word of mouth is poor, but it is best that the brand itself is relatively low. Information transmission strategy: find out the reasons for low popularity and propose solutions. The first thing to be solved is not the popularity problem, but to find out the reasons why users don't like it and improve it to fill the impression gap of users. If we don't consider the "positioning" of the brand at present, we will spread and promote it on a large scale before the impression gap is filled. The more we expand communication, the more unfavorable it is to the growth of users and business. The fourth quadrant: Brands and products with high familiarity and low liking often have high popularity and market share, but for various reasons, their word-of-mouth and reputation are poor. Information transmission strategy: reverse the negative image and reshape the good image. Because these brands are highly recognized by users, once the word-of-mouth is damaged, it takes a long time to rebuild the image. The most important thing is to find the problem, such as Tencent in the early days, which was criticized and copied; Once Mo Mo was smashed into a gun artifact; And the impact of Didi taxis on themselves because of personal safety behavior. All these will affect the growth of users, especially when there are other powerful competitors in the market, and competitors do a good job in product experience, etc., users are likely to migrate, leading to the loss and transfer of users in a large area. Therefore, to improve the problem and pass it on to users, we can slowly regain the reputation and attention of users. Second, the media: focus on infiltrating the circle. After we figure out what information we have conveyed to the audience, the next step is to inform users of our information through what media forms and channels. 1. From centralization to decentralization in the mobile Internet era, let's first look at what changes have taken place in the media in the mobile Internet era. In the era of mass media, the media is centralized and dominated by power, that is, the release and dissemination of information are mainly concentrated on several centralized platforms, such as CCTV, satellite TV and some newspapers and magazines. A brand doesn't have to pay attention to who our target users are, but only needs to carry out marketing and information dissemination on these platforms, which can affect almost most of our target users. In the era of mass media, information is concentrated and radiated, while in the era of mobile Internet, there are more and more channels and carriers for information transmission, which are more and more dispersed. The transmission of information is from centralization to decentralization, and the top-down hierarchy is related to the peer-to-peer network model. In the era of mobile Internet, in addition to traditional channels such as newspapers and TV stations, a website, an APP, an official WeChat account and even a person may also become information dissemination channels. For example, major application stores, Zhihu, Xiaohongshu, Baidu, Weibo, WeChat, Today Headline, Douban, Kun, papi Sauce, and so on. In the era of mobile Internet, information flow is decentralized. 2. Users become inaccessible and traffic conversion efficiency is low. As a result of decentralization, it is difficult for us to reach our target users through several media and channels, users become hard to reach, and the effect of traffic conversion becomes lower. For example, there is a newly developed snack product for young white-collar workers. In the era of mass media, these target users are basically covered by media such as CCTV or Hunan Satellite TV, plus some newspapers and periodicals, because users have little choice but these media forms. But now, these target users are scattered in various channels. They watch less TV and newspapers, but they use Tik Tok, Weibo, Youku, Today Headline, WeChat, Netease Cloud Music, Keep, Little Red Book, Aauto Quicker, Momo, etc. They may pay attention to Kun, Sean Shaw, or like Jay Chou. There are thousands of fragmented media nodes. It is difficult for us to cover all users by covering several channels. So many media nodes, even if we spend tens of millions, may not be able to cover all our target users. For example, Taobao's dual 1 1, in order to cover more target users, in addition to Ali's own product diversion, also spent an extra 100 million to cover more media, which can only cover some target users. This kind of extravagant gameplay, except for BAT-level companies, can't be played by many other companies. 3. Identify users-saturation strike-what should most companies with insufficient budgets do? How to reach users and improve the effect of traffic conversion. This requires us to focus on the target user circle, specifically to achieve three points: identify users-saturation attack-penetration circle path 1) identify users: less is more, from pursuing coverage and exposure to emphasizing coverage coincidence rate. When choosing media, we often attach importance to the number of reports and ignore the coincidence rate of reports. The difference between the two is that the coverage is more concerned with the number of people affected by the media and the exposure, which is a kind of investment network user access; The coverage coincidence rate depends more on the coincidence degree between the media and our target population, and it is a kind of user reach that pays more attention to effect and accuracy. We can think for ourselves, when choosing media, do we often make such a mistake: when Papi is in hot sauce, we will try our best to cooperate with her, and we will choose whoever has more fans from WeChat, Weibo and kol of Tik Tok. The final result may be "applauding and not being a big hit", which covers more people on the surface, gains greater exposure, and spreads good data such as comments and broadcasts; But it has no influence on the growth of the industry, because many users we come into contact with are not our target users. For example, if our target users are people who work in Internet companies, we may choose Duan's media accounts, such as "Running with Bobo Bobo" and "Little Vest of Memories", and the effect may not be as good as "Xi's 27 Life Guide" and "Little Things on the Internet" with fewer fans. Because "Xi 'erqi life refers to the north" and "something about the Internet" have a higher coverage coincidence rate with our target population. We can simply calculate an account, assuming that media A covers 1000 people, but the actual target population is only 100 people, that is, the other 900 people have become invalid people. Although Media B only covers 500 people, the target group is 300 people. Of course, the final conversion effect will be better than that of Media A. In the era of mobile Internet, traffic has changed from popularization to stratification. If we only use the channel coverage mode in the mass media era, it will be difficult to affect our target audience, which will cause a lot of waste of resources and expenses. Therefore, we should choose circle media with high coincidence rate with our own users. No matter how creative and interesting our advertisements and messages are, if they are not seen by the right people, these messages are wasted and worthless. 2) Saturation strike: Rule 7: By repeatedly creating effective display effects, only users can reach them by selecting media and super nodes with high coincidence rate. In the era of information explosion and fragmentation, everyone is faced with overwhelming advertising information every day. Even if information reaches the target users through the media, it is very easy to be ignored and forgotten by the audience. Nanny Alvin Akon, an advertising expert, once put forward a concept called "effective display", that is, if the display of information is below a certain value, it is difficult to establish a solid connection with the audience, which leads to the ineffectiveness of information transmission. This display value is called threshold in marketing, which means critical value. It takes a certain number of times for information to be effectively transmitted. If the information can't reach this threshold, even if the information we pass is creative and interesting, it is difficult to cause users to buy (download, use, etc.) offline. ). Different marketing ideas, different products and different thresholds. It is generally believed that this figure is reasonable to be 7 times, which is the "7 times rule" of limited display. The essence of the "7-degree rule" is to repeatedly resist users' forgetfulness, strengthen users' cognition, increase trust and goodwill, bring stimulation and conditioned reflex, and thus increase transformation. Specifically, there are two main ways to realize the "7-degree rule" through repetition. Repetition of content: In specific creativity, the purpose of deepening the impression of users is achieved by repeating the concepts that need to be conveyed. However, it should be noted that you should not repeat it simply and rudely in order to deepen the impression of users, which will cause users' disgust. The principle of repetition of information and concepts in creativity is not offensive, natural and silently affecting users. Media repetition: media repetition is not a long-term investment in the same media form, but a sense of repetition created through different media combinations; In other words, information and concepts reach our target users through different media. This requires us to find different circle nodes to influence users. We want to promote a new running shoe as an example: online mode: tools: such as Yuedong Circle, Glug, Nike+; Event information category: official WeChat accounts and websites such as marathon registration, China Marathon platform and Beijing Marathon; Running knowledge: for example, some running theoretical knowledge, skills and running information, such as burning, running with tigers, running guide, etc. , are all reached through accounts and platforms. Offline, we can reach it through media nodes such as gyms and sports parks. Through the media contact of these users, there is a sense of repetition. However, it should be noted that it is not necessary to show the same creative form in all media, but only to convey an idea and information. For example, taking running shoes as an example, if the main message is "shock absorption effect", the ways to create a sense of repetition may include WeChat articles, offline hard and wide, viral videos and so on. 3) Penetrating the circle: find the hypermedia nodes in the circle. These media nodes have different influences on the flow and dissemination of information. For example, WeChat, a platform with more than 65.438 billion users, has a completely different impact on people than millions of apps. As the official WeChat account on the platform of WeChat, each big V is a central node, but their influence in different circles is also different. We call the influential media nodes in the information flow chain super nodes. In the era of decentralized mobile Internet, in order to detonate the circle, the most important thing is to find the "super nodes" in the circle information flow relationship chain, and influence more people through these super nodes. Mass media and media mode in the era of mobile internet. How to find the super node in the circle? What conditions do these super nodes need to meet? The super node itself is a center, which has a strong influence among users in the circle, can influence many other nodes in the circle, and is concerned and trusted by the nodes in the circle; Among the nodes affected by super nodes, if there are more nodes in the concentration, then the influence of this super node is even greater. For example, A is a super node, which can affect many fulcrums of B, C, D and E; Among them, B and C are also a central node, which can influence many other nodes. The more concentrated nodes like B and C, the greater the influence of Super Node A ... Simply put, Super Node is a node that can influence more nodes by itself, and the number of affected nodes is long. In addition to saturating the target circle, the most important thing for super nodes is to find such super nodes in the circle. For example, apart from the activity itself, the most important reason why the New World's "Escape from Beishangguang" activity set off a circle is that the official WeChat account of the New World is a super node with more than 2 million fans. Zhang Shuo, the official account of WeChat, published the article "20 million people pretend to live in Beijing" as a super node, and the first account of the article "Erqi people with a monthly income of 50,000 teach you how to live like a monthly salary of 5,000" is also a super node. They all have tens of millions of fans. If these articles are only published to an ordinary node instead of a super node account when they first spread, it will be difficult to detonate the circle. BMW MINI used to promote its new products through super nodes and achieved very good results. MINI released the "MINIYOURS Caribbean Blue Limited Edition" from the media size "Becky Li's Fantasy World" through the super node, and all 100 mini with a price of 285,000 were snapped up within 4 minutes; And after 50 minutes, all orders were paid, creating nearly 30 million sales. Third, the three principles of high conversion landing page Another situation is that although the creative information is right and the media selection is accurate, the effect of user growth is not necessarily good. The main reason is that our products have not solved the pain points and needs of users, and the product experience is poor; Either there is something wrong with the landing page of our activity, which affects the transformation effect. Let's focus on the landing page. Landing page is a creative bearing page, which plays the role of receiving and converting traffic. The quality of landing pages directly determines the user transformation brought by creativity and media channels, thus affecting the final user growth. Landing page is a big concept. All pages entered through creative guidance are login pages. The landing page can be a website, an application or an activity page. What is a good landing page? What kind of landing page can improve the conversion rate and promote user growth? A highly transformed landing page should have three elements, namely, content, expressiveness and experience. Three elements of content power of landing page: content is the root of landing page affecting user growth; Expressiveness: mainly through layout and visual stimulation to transform users; Experience: It means that the landing page should be available and easy to use in the user experience. Let's analyze how to make a landing page with user growth from these three aspects. 1. Content power of landing pages: Content is the fundamental factor of creative transformation. A landing page has a good transformation, first of all, the content of the landing page itself, mainly reflected in several aspects. 1) The most important principle of commitment consistency is to realize it. The so-called commitment consistency refers to the strong correlation between the content conveyed by advertising creativity and the content presented on the landing page. Because users click on our advertising ideas and enter the landing page, or see our ideas and enter the landing page, it means that the information conveyed by our ideas makes users want (download, use, buy, etc. ). If the landing page is not accepted unanimously, users will easily lose. 2) Unity of emphasis and richness. A good landing page should also highlight key points and have clear information. We often see some landing pages. Although creative content is delivered to users, in order to show more content to users, many other extra contents are added besides creative content. After the target users enter the landing page, they find that the information is complicated, and the key information of creative content dissemination may be placed in a deeper position or difficult to find, so the target users' bounce rate will be high. There are generally two ways to solve this problem: a landing page only conveys one kind of content and information, so that the landing page and the creative content are exactly the same. This is suitable for some single items, such as I only buy one cosmetic, a pair of shoes, a car and so on. For some platform products, such as Hungry, Taobao, JD.COM and so on. The creativity of these products sometimes conveys the information of the whole activity. Entering the landing page will contain many categories, promotional information, gameplay and so on. This requires that the content of our landing page should highlight the key points to be conveyed by the whole activity creativity, and at the same time, other content should be classified, such as by category, by hot sale, by scene and so on. In order to let users better find the content and information they want, and truly achieve the unity of focus and richness. 3) Let users feel the value before they act. Creative content only leads users to the landing page. The landing page needs to improve the conversion rate and reflect the value we want to bring to the target users, so that users will have growth behavior. For some products with low decision-making cost, such as some free tools and fast-moving consumer goods, it is relatively easy for users to purchase. For products with high decision-making costs such as automobiles and education, it is difficult for users to place orders immediately. The most important thing about landing pages is to let users feel the value first. For example, free pilot courses in the education industry, through good courses and good teachers to explain, eliminate the payment concerns of target users; For example, for automobile products, it is difficult for users to place an order just by watching a video and some graphic introductions on the landing page. This requires collecting user information and guiding users to test drive offline through the introduction of functions such as the content of the landing page. 4) Secondary stimulation gives users an unexpected feeling. Users can enter the landing page by passing it, which shows that our previous ideas have stimulated users. If the landing page at this time not only fits the user's previous imagination, but also gives a second stimulus, then the transformation effect will be significantly improved, that is, it will give the user a feeling beyond expectations. Just like falling in love, if you are attracted by a girl's appearance and have the idea of contact, the girl's appearance is a stimulus. If you know this girl through blind date, you will find that this girl is not only beautiful, but also meaningful. This is the second stimulus. The incentives here can be price concessions, authoritative endorsement, conformity psychology and so on. The purpose is to dispel users' purchase concerns. The landing pages of suitcases, such as the landing pages of JD.COM Xiaomi suitcases, are not only beautiful in style and cheap in price, but also endorsed on the list of "Top Ten Suitcases with Value and Practicality", because other good brands of suitcases are selected, which further increases the credibility of endorsement. In fact, this gives the user a second stimulus besides the price, thus increasing the purchase probability of the user. 2. Expressiveness of landing pages: Users are transformed by layout and visual stimulation. Even if the content is well done, poor expressiveness will affect users' transformation. Expressiveness here mainly refers to the visual expressiveness of landing pages. 1) The design layout is clear and impatient to guide users to find the users they want. Confused landing pages will disturb users and affect their search for information. Therefore, the design can help users to choose through visual classification, grouping, highlighting, weakening and color, so that users can quickly find what they want. 2) Visual appeal, stimulating users' growth behavior In addition to clearly conveying the core information to users, landing pages can effectively improve the transformation of landing pages if the design of pictures can bring their own sales power and appeal. 3. Landing page experience: Landing page should be both available and easy to use. In addition to good content and good visual expression, landing pages also need a good user experience. It mainly includes "usability" and "ease of use", such as page loading speed, jumping, smooth operation, what you see is what you get, etc. Finally, let's summarize the main contents of this article. This paper mainly analyzes the main reasons why our marketing creativity is ineffective and can't drive the growth of users. We analyze the links that marketing affects user growth, namely: information-media-landing page. 1. What information says is more important than how to say it, but we often pay attention to how to say it and ignore what to say. The most important thing is to know the "position" of brands and products in the eyes of users. Different positions decide what to say. 2. After the media knows what to say, the next step is to inform users through what media channels. In the era of mobile internet, in order to make the media have a high conversion rate, it is necessary to focus on infiltrating the circle. Specifically, there are three steps: identifying users-saturation attacks-infiltrating the circle. Identify users: less is more, from pursuing number coverage and exposure to emphasizing coverage coincidence rate; Saturation strike: 7 times rule, effectively display the effect through repeated manufacturing; Penetrating the circle: find the hypermedia node of the circle. 3. A highly converted landing page should have three elements, namely, content, expressiveness and experience. Content power: content is the root of the impact of landing pages on user growth; Expressiveness: mainly through layout and visual stimulation to transform users; Experience: It means that the landing page should be available and easy to use in the user experience. Note: The above contents are compiled from the author's book User Growth Methodology. Author: Huang Yongpeng, with more than ten years of experience in Internet and user growth, has worked in Tencent, Baidu and Alibaba in marketing, branding and operation, and has written User Growth Methodology. WeChat official account: Sir Zhong is second to none.