When we do product promotion, the first thing we think of is the target users, analyze where the target users are, make advertising materials they like, attract them to click and get conversion. In the short term, this is very effective, capital in and out quickly, grab a wave of leave, but really want to do long-term business, you can not just focus on the target audience, because the target audience is volatile.
According to the cognition of the brand, I divide users into four categories: non-target users who do not know the brand, target users who do not know the brand, non-target users who know the brand, and target users who know the brand. These four categories include all users, referred to as the user quadrants. Here I give an explanation of the user value and characteristics of each quadrant, so that we can find new growth points.
Non-target users who don’t know the brand
This quadrant has the largest percentage of users and the least value, and is the one we don’t need to focus on. That’s what most companies think, not our target audience, what they do, waste of time and money. But one thing to know is that technology is constantly iterating, and so are users. For example, if the company is established for 100 years, it serves 100 generations of users. Every year, new mothers come in and old mothers go out. Before new mothers come in, they are non-target users. Should marketing reach them? It’s an unsolvable problem.
Domestic enterprises are quick money, eager to earn a year’s money in a day, so only focus on the present, do not consider the future, let such a company to spend a few years to cultivate target users is not realistic. Take mother and baby products as an example. Mother and baby users are between 20 and 34 years old. Companies that really think about the long term can instill brand concepts when girls are 15 or 16 years old and sensible.
The car advertisement, in the TV spreads the sky out of the sky, intersperses in the film and television runs rampant, the university has a classmate, saw “the speed taxi” of the film, said to me, after the work makes money, also wants to buy a Peugeot to drive. The product placement was transformative when the movie was released, but it was absolutely profound. Three years after graduation, my classmate really bought a Peugeot, which is the benefit of promoting to non-target users. When they are of the appropriate age, they already have the answer when choosing a brand because of the brand seeds buried in their heart.
Not knowing the brand’s target audience
This is the person we want to catch when we do product promotion. The effect advertising and brand advertising we cast are very anxious to reach these users. It can be said that 95% of the advertising is cast to them. For example, I sell high-end women’s shoes, and there are a group of jin Zhu Ma, who are young and good-looking, just suitable for buying our shoes. The problem becomes how to make them transform.
For those of you who don’t know the brand, here’s just one thing: content. The quality of the content determines whether the target audience can go from never knowing to knowing. With the development of mobile Internet and the explosive growth of information, a person’s access to information far exceeds his or her carrying capacity, as you can see from the red dots on the wechat public account. Users’ time is limited, leaving only a few seconds and minutes for brand display. In such a short time to let users remember, it needs high-quality content.
I remember seeing an advert about Canada goose. After reading only one article, I remembered this brand and then went to find out where I could buy it. Fortunately, there were no specialty stores in China, otherwise I would have to cut my hands off again. In the article, the users in Beijing were given the example of the origin and origin of the clothing, and the degree of scarcity, just like the apple in the mobile phone, everyone has one. Copywriting of a great, if the article is wechat business hair, it is estimated to earn a lot.
Know your brand’s non-target audience
Is that user valuable? Not only is there, it’s big. Rolls Royce is a brand we all know, if you can afford it, please raise your hand. Still very few, know the brand of non-target users one of the value is foil, just like the game of non-paying players, if there is no this number of people in, those paying users will not have a sense of dignity, then also rush money to do what, drive a car of millions and tens of millions, others do not know, just like the night travel, too miserable.
One of my colleagues wanted to buy lipstick for his girlfriend and asked me what brand I should buy. How could I possibly know? My cognition of lipstick is just like putting oracle bone script in front of me. However, I do know a brand: poplar forest, so I recommended this to my colleagues. There are many similar scenes in life. Those who don’t eat hot pot recommend haidilao to their friends, and those who don’t drink milk tea recommend Xi Tea to their friends, etc.
These users are real, but have never been put into user operations, they are just product promotion, inadvertently hit. Just like the net catch carp, and then accidentally catch some small shrimp, in small individuals, also have value, how to dig out the value of these users is the key. These users say the words, the weight is higher, remember not to take it lightly.
Know your brand’s target audience
Knowing the brand and being the target audience, there’s only one word left: transform. I know onizuka Tiger on the Internet this brand, also have the intention of buying shoes, went to the physical store to see the style of shoes. Whether transformation can be formed depends on whether the purchase process of physical stores is smooth. Whether there is a favorite style, whether the price is moderate, whether the quality is expected, when these are no problem, it is transformed into a consumer user.
For the target users who know the brand, there are many ways to improve the conversion rate, such as the construction of the official website, word-of-mouth marketing, etc. We know a brand, if the customer unit price is low, directly purchase conversion, if the customer unit price is high, several thousand yuan, through Baidu, friends and relatives to inquire. We took a driver’s license test, learned about a driving school, and placed the order after asking around.
When someone comes to us, we do the promotion of the students, to do a good job of the appearance, the quality of the service itself not to mention, at least can let the user after understanding the information, have the impulse to order, this is ok. As for the things after payment, is the work of the back end, the back end has business, technology, after-sales, a series of links, each link must do well, otherwise to hang a, the company is not long. It was like a noodle shop today.
To sum up
When we put the user in accordance with the four quadrant division, the treatment of different quadrant users need different means, the idea of a means to fight the world is not feasible, according to local conditions, see what people say what words, each user are seized, at least drainage this is not a problem.