Want to see the full version of the "Growth Marketing" topic, you can pay attention to WeChat official account: Mumuxi, and constantly update the high-quality content. In the first two topics, we dismantled the basic logical characteristics of growth marketing and discussed the thinking framework of building growth marketing model. Starting from this section, we will give more down-to-earth and operational marketing suggestions around several core growth issues that most enterprises are concerned about. There are tens of millions of questions about growth marketing, but in the final analysis, for most enterprises, especially those concerned about scale growth, the core indicators of concern are nothing more than the following three: user growth, revenue growth and efficiency growth, which cover about 90% of the growth problems of enterprises. Next, I expect to use three topics to disassemble these three topics in detail. Today, this article focuses on user growth. In the era of stock, the competition for users is becoming more and more fierce. The importance of users to enterprises is self-evident, and "user-centered" has long been the core concept of most companies. Especially in the era of VUCA, explosive information and homogeneous products have brought higher decision-making costs to consumers, and most enterprises take developing the market and circle users as the top priority in the initial stage of their business. Some large enterprises even spend huge sums of money to subsidize users out of their own pockets, so as to seize users in the early stage, such as the Thousand Regiments War, Taxi War and Takeaway War in previous years. It can be said that most enterprises recognize the concept of "users are king", but the difficulty lies in "integration of knowledge and practice". Only by putting the user-centered concept into full play, carving it into the bones of the team/system and practicing it all the time can we realize the real benefits. In order to truly practice "customer is king", we must have the ability to build a marketing system from the user's point of view and strengthen user perception in full-link marketing. If you want to find a suitable user growth path from the user's point of view, you can refer to the thinking mode of 5W1h. Here I will simplify them to the following three points: Who are my users? How to convince TA of user motivation? In what scenario does the user reach? 1- user insight: know yourself and know yourself. For marketing practitioners, user insight has always been the highlight of their work. From coupon inquiry, user interviews, public opinion monitoring to big data analysis, user research methods can be described as endless, especially in today's gradual development of big data technology, our understanding of users is more and more comprehensive and refined. User portrait is one of the commonly used user analysis methods in enterprises. Simply put, it is to label user information. By recording and labeling the multidimensional data of users' social attributes, behavior habits, preferences and other characteristics, we can characterize users' characteristic attributes and mine potential value information, thus providing basis for enterprise/product decision-making. Psychologist Daniel Kahneman mentioned in his book Thinking: Fast and Slow that people have two thinking systems: intuitive system and rational system. To truly understand users, we must have a deeper understanding of their complex systems. This means that in addition to collecting external basic attributes and behavioral data, we also need to have a more "internal" insight into the target population and understand their lifestyle, values and internal motives. Thus deconstructing users more stereoscopically. Due to the development of technology, most enterprises are establishing their own user data management systems to achieve efficient global customer management and more accurate customer insight. Common user data management systems have the following modes: vCDP: a data system that supports crowd segmentation of traffic operation, user operation, customer operation and potential customer operation. VDMP: It is an audience data system, and its core purpose is advertising management, especially programmatic advertising management. VCRM: It is a management system for core customers of enterprises. It is a system that defines data by transaction ID or LeadsID, and mainly stores static data of customers. In the face of hundreds of millions of large-scale users, to achieve the goal of efficient transformation, we must learn to do user stratification, which is also a major task of user data management system. In order to achieve refined operation as much as possible, we need to split users more and differentiate strategic gameplay according to the crowd. There are many methods of user stratification, and judging users' "value" is a common method in the industry, which is also the famous RFM model. RFM model is an important tool and means to measure customer value and customer profitability. 2- User motivation: Strengthen motivation, ability and prompt. The famous Fogg behavior model tells us that when motivation, ability and prompt appear at the same time, behavior will happen. If we want to persuade the user to take action, we should start with motivation, ability and prompt, and think about how to strengthen these three points from the perspective of marketing. Enhance motivation, perception, value promotion+demand discovery With the attention paid by the marketing circle to people's psychology and behavior in recent years, people's research on user motivation has become more and more in-depth. In order to better understand motivation, many experts have given their own understanding from different angles, such as Maslow's hierarchy of needs theory, Maculleland's achievement motivation theory, Herzberg's explanation of motivational health care and Faroum's induction-expectation theory. Simply put, motivation is caused by users' needs and is the reason to promote users' behavior. We hope that users can pay for the value of products, so the higher the perceived value of users, the more they meet the needs of users, and the stronger the motivation will become. So we can enhance the motivation from two directions: one is to enhance the perceived value, and the other is to match the demand. The promotion of perceived value We generally think that product value includes basic function, functional value and spiritual value, and perceived value is the part that users are willing to pay for and can meet users' needs at a certain level. Then we need to start with product value analysis, find the most competitive value difference and form our own unique value proposition, which will be a favorable starting point for us to convince users. For example, the irreplaceability of Health Treasure in epidemic prevention determines its unique position, the leading position of keep as a fitness service platform, and the leading position of Head & Shoulders in the field of dandruff removal. Users' perceived product value determines whether they take action. The more irreplaceable the product, the more stable the contact with users. There are many ways of demand matching, such as Maslow's hierarchy of needs mentioned above, which can be used as an analysis tool of demand matching and provide ideas for our marketing work. Maslow's hierarchy of needs is an incentive theory in psychology, including a five-level model of human needs, which is usually described as the hierarchy within the pyramid. From the lowest level to the highest level, the needs are: physiology (food and clothing), safety (job security), social needs (friendship), respect and self-realization. In addition, exploring, creating and strengthening "aha moment" is also a common idea to solve this problem, which is often used in operation and product work. Ahamoment, which is called "ahamoment" in English, is translated as "cool point", which refers to the moment when a product can make people shine, and it is the key for users to truly discover the core value of the product. Every aha moment is a point to catch users. Generally speaking, brands provide customers with a special and pleasant experience, which makes them say "Aha, great" excitedly. The brand will leave a deep "experience impression" on users. Take Uber Uber as an example: Click on the phone and a black car will pick you up in 8 minutes. This is the aha moment for Uber users. Lowering the threshold makes it easier for behavior to happen. A good beginning is half the battle. When we are willing to take the first step and get more positive feedback, we have a great chance to move on. To make behavior easier, you can refer to the following two ideas: * Reduce the cost of trying: The lower the cost of trying, the easier it is for users to act. The same advertisement, after clicking once, directly jumps to the landing page, and one needs to download the app, so the probability of losing users on the download page is very high. Online education and e-commerce often use this method, and will launch some low-priced "linked products" to convince customers to complete the first order. For example, mint meal replacement, its most famous product is 2 1 day meal replacement set, and Taobao's regular price is 1990. Even if many people are tempted, it is difficult to place an order directly. In order to get more customers, it promoted a three-day package worth 269 in live broadcast rooms and Internet advertisements, and achieved good conversion results. * Positive feedback mechanism: Giving more positive feedback after users' actions can greatly enhance the enthusiasm of users to continue their actions. Pinduoduo's fission mechanism perfectly explains the positive feedback of "exaggeration": if you participate in the cash withdrawal activity of 100 yuan, the first knife will probably be cut to 99 yuan, which greatly stimulates the self-confidence of users and makes them enthusiastic to continue sharing. Strengthening the motivation and ability of prompting behavior to trigger key anchor points is the basis of a behavior, and prompting is the key anchor point of behavior, and everything is ready except the east wind. Three common tips in life: personality tips, situation tips and behavior tips. In marketing work, scene trigger is often used to wake up the user's behavior. Some people say that the scene is a greenhouse for growth, probably because it can trigger the nerves of the target population such as vision, hearing, touch, smell, etc. in a specific scene, so that the target population can generate relevant memories, associations and emotions, and then complete the influence on the target population's mind or produce behaviors. For example, in the early stage of marketing, Shenzhou special car only focused on the business trip scene, which influenced users' cognitive mind through scene marketing, and then deeply implanted the concept of using Shenzhou special car for business trip into users' minds, which is to continuously strengthen the influence of tips. 3- User contact: internal and external global communication. For most enterprises, the scale of users can be stabilized and expanded through the mode of 1+2: 1 refers to continuously deepening and optimizing their personal network matrix to ensure the retention and transformation of users; 2 refers to the two expansion paths of users-horizontal social expansion and vertical ecological expansion. ① Self-owned network matrix: continuously optimize network and improve retention and transformation. According to the division of functions, the enterprise's own contact matrix can be divided into: information release: push/in-station letter, official website, two micro-shakes, mail, SMS and other trading services. Communicate and discuss with own applets, Tmall, JD.COM, Pinduoduo, offline stores, etc. Different products such as forums, private communities and offline activities can be based on their different characteristics and user preferences. For example, Zui Goose Niang started from Tik Tok platform at first, and then gradually added Tmall, JD.COM and private communities as the main positions for users to communicate and interact. When building your own contact matrix, it is best to follow the principle of "rather short than many" and optimize a contact as carefully as possible, thus bringing the best experience and effect to users. Official contacts represent the "face" of the product. Only by optimizing each contact to the extreme can we retain users to the maximum extent and realize the circle powder and deeper transformation. ② Horizontal social expansion: Horizontal social expansion based on social relationship chain is also one of the most commonly used methods in the field of user growth in recent years. It is based on people's social relationship chain, and its biggest advantage is low cost and more accurate crowd. Fission marketing: Fission marketing is to attract users through content with the help of social traffic, and at the same time stimulate the user relationship chain to split content. Common fission marketing models include bringing the old with the new, cutting knives and so on. , you can guide users to forward and share interesting and high-quality content by setting up incentives such as cash/products/gifts. The most famous case of fission marketing is Pinduoduo. Pinduoduo has won a lot of criticism for his abnormal mechanism design, but interestingly, his activities still have a high degree of participation every time. Word-of-mouth marketing: Word-of-mouth marketing refers to the marketing method that takes word-of-mouth communication as the core, carries out word-of-mouth communication through certain channels and channels, realizes brand exposure and commodity trading, wins customer satisfaction and loyalty, and improves the corporate and brand image. Xiaohongshu and public comment are now the two core positions of word-of-mouth marketing, especially Xiaohongshu. Advertising has occupied more than half of the country, and true evaluation is difficult to brush now. Circle marketing: the circle marketing of core opinion leaders is a marketing method that takes people in the circle as the target group of marketing. Circle marketing often takes high-potential and high-influence people as the origin to carry out marketing activities, keep the core of the brand unchanged, and constantly expand the consumer groups of the brand. The core of circle marketing is to find the "opinion leaders" in the circle and enhance their influence with their potential energy. For example, in a ski community, it is much better to find Gu Ai Ling as a spokesperson than to invite Fan Bingbing. ③ Vertical ecological expansion: introducing fresh blood into the outflow pool for vertical ecological expansion. There are two common ways: advertising and cross-border cooperation. Advertising: Paying attention to ROI advertising is a big source of user population growth, especially in today's increasingly mature big data technology, we can use our own seed population to carry out accurate advertising and obtain a large number of target users in the public domain traffic pool. Today's advertising technology is very mature. Before, there were Internet giants such as Youaiteng, Tencent Advertising and Huge Engine, which were very mature in terms of user volume, intelligent tools and big data analysis platform. In advertising, the most important indicator is ROI. Small adjustment of content material, orientation strategy and delivery time will affect the delivery effect. We need to make a comeback from the delivery experience again and again in order to continuously optimize the strategy and reduce the cost. Cross-border cooperation: resource replacement and joint ventures often gain more external ecological flows through cooperation. ① Resource replacement: Resource replacement is a common and simple way of cooperation, especially in the case of limited corporate budget, we will exchange various rights and interests such as advertising resources, naming rights, Weibo forwarding and commodity sponsorship, and the replacement of resources will bring about population growth. 2 Joint * * * Creation: Joint * * * creation is a deeper cross-border gameplay, and good * * * creation can even bring added value to products. Common * * * creative contents include artistic creation, packaging design, product customization and space creation. For example, the theme store created by Atour and Netease Cloud Music is a very in-depth content creation. A good cross-border joint venture is to give full play to its own advantages, thus producing the effect of 1+ 1 > 2. For example, with the recent success of KFC, let * * play. To sum up, if you want to do a good job in user growth, you can follow the following three steps: user insight: using big data capabilities to do a good job in user portrait, user management, and user stratification; User motivation: improve motivation, lower the threshold, and strengthen prompting users to reach: 1+2 Optimize their contact matrix, and expand horizontally socially and vertically. When the user growth reaches a certain order of magnitude, we will focus on revenue growth and efficiency growth. I will focus on these two topics in the next two chapters.