Is there any way to reduce the cost of customer acquisition?

1. Reduce the communication cost through strategic cooperation: everyone gathers firewood with a high flame. With partners, enterprises can organize large-scale activities together and learn from each other to improve their exposure. In this case, you should think about the driving points of the other party's cooperation with you, including advantages, resources and interests.

2. Enhance the communication effect through creative marketing: Before making the content, you need to know who the customer is and what the customer portrait is like. Interact with customers in the process, then analyze the data, optimize and continue to operate; Sometimes you will find that the potential customers you think don't actually buy them, so they are not real customers.

3. Strengthen the follow-up service and improve the conversion efficiency: establish a customer database, fully tap the repurchase ability of old customers and the word-of-mouth effect brought by old customers, so as to obtain more new customers;

4. Constantly try new channels and tools: When new platforms and tools first appear, it is the best time to enjoy the dividends they bring. This kind of dividend is very time-sensitive, often after a period of time, the effect becomes worse and the price rises. Wechat marketing is a typical phenomenon.

In the field of marketing, there is a basic principle, that is, "it is surprising to stay right." The simple understanding is to stop using vulgar and bad marketing methods used by others, but to break through thinking and win by surprise.

1, improving customer acquisition efficiency means the same as reducing cost, and getting the best effect with the lowest input. There are two data to measure, one is cps, and the other is cpa, which looks at the average unit price obtained by registered members.

2. There are many ways to get customers, one is online advertising dsp, the other is offline, the other is push, and the other is cross-industry cooperation, with the help of sales (for example, using a large platform, using its massive members for free promotion, commission or distribution mode), cross-industry cooperation, self-media promotion (self-owned, others from the media), word-of-mouth recommendation from regular customers, and so on.

3. The most difficult way is dsp advertising. My experience roi is 1: 1, which is already a very proud achievement. But also depends on your material, landing page, the fluency of each ordering process, and whether the data label you are positioning is accurate. It also depends on whether your product has a selling point (not a selling point), whether your price is competitive, whether your brand has influence and so on.

4. The simplest and lowest cost is the recommendation of regular customers or buying members (word-of-mouth marketing), but its premise is that your old customers are relatively loyal, and whether you have set up an attractive recommendation mechanism.

5. Cross-industry cooperation is also a good and efficient way to get customers. If you choose a good partner or platform, do a good job of negotiation in the early stage, as long as you do a good job of maintenance, once and for all. What you have to do is to continuously invest in your products and do a good job of after-sales service.

Finally, I want to emphasize that getting customers is also very important. However, if the guests come, are you ready to make them feel very satisfied? Because only by making the customers very satisfied can they become your angel customers. Only 100% is satisfied, and only 20% users will be loyal to you. Only when he is very satisfied will he be loyal to you and make two or three or more purchases. The repurchase cost of old members is always lower than that of new customers, and it will be much lower.

In short, the era of traffic dividends has passed. Marketing used to rely on traffic, and now it depends on traffic, but the cost has increased. Now it depends on "reservation". The influence of members is worth further exploring by our marketers.

The above is for reference only!

Private domain traffic is a concept relative to public domain traffic. Public domain traffic is the traffic in public * * * areas, which is enjoyed by * * *, and is a traffic platform, such as Weibo Hotspot, Tik Tok and Aauto Quicker, which do not belong to enterprises and individuals. If necessary, you have to pay for it. As the competition in the Internet industry has reached the second half of the disappearance of the traffic dividend, it is getting harder and harder to get customers and the traffic is getting more and more expensive.

Private domain traffic is the traffic owned by enterprises or individuals, which is free and can be freely controlled and used many times. For example, WeChat official account, personal WeChat, own APP or own channel and traffic pool.

What is the reason behind the popularity of private domain traffic in recent years? I think the "fuse" is probably that the dividend of public domain traffic is disappearing. A typical example of offline public domain traffic is shopping malls. The biggest problem with shopping centers is that there seems to be a large flow of people, but few people actually enter the store, let alone consumers. Public domain traffic seems to be very large, but it can be converted into customers very little. A large number of brands discount/promote/engage in activities in various ways, just to get a piece of the action in a few days with heavy traffic.

Merchants and enterprises gradually realize that the flow of these public areas is uncontrollable and does not belong to individuals, and the competition is becoming more and more fierce. Everyone wants to have a truly controllable traffic pool, which can be reached if they want to, and can be repurchased many times, so the voice of private domain traffic is getting higher and higher.

The most direct benefit of private domain traffic is that it can save the cost of regular customers and directly improve profitability. Turn regular customers into their own promoters, complete fission sales and expand customer planning. In addition, the precipitated data can explore more commercial value. The main advantages are as follows:

1, which directly reduces the cost.

In the past, users bought, and enterprises did not automatically "connect" with them. For example, Taobao sellers bring customers through paid through trains, and customers return after purchase, which is still attributed to Taobao users, not the merchants themselves.

The seller only sees the customer's telephone address information in the store, and it is difficult to contact him automatically if he wants to contact him again. But if every customer adds WeChat, even in the WeChat group, it will be different. If you add 10000 customers' WeChat or WeChat group, they are willing to add you and trustworthy. After launching new products and doing activities, you will have your own free promotion channels, and you can directly push the information to them. Once you need to spend money on advertisements and text messages. So the more users you connect, the lower your future marketing cost will be.

2. Avoid losing old customers.

3, more conducive to shaping the brand.

Brand can be said to be a customer's cognition of enterprise spirit. Once established, it has great influence, and that is loyalty. But it is not only related to product shaping, corporate mission culture, employee service, product experience and so on. Brands must make people feel temperature and trust. Building a private domain traffic pool, customers can get close contact with enterprise services, communicate with other customers together, and enhance their brand awareness from other people's word of mouth, which will have a superimposed impact, which is a hundred times more useful than educating customers by enterprises themselves.

Jiatui is a digital marketing technology provider. Since the first day of its establishment, Jiatui has been committed to accelerating enterprise promotion and obtaining customers. Jiatui independently developed more than 1 100 promotion components such as smart business cards, online shopping malls, smart briefcases, smart materials, smart folders and private domain traffic pools. Thousands of enterprises have successfully built a promotion platform through additional promotion, so that the marketing team and the sales team can promote it efficiently together. Over the past four years, Jiatui has focused on high-end retail, science and technology, medical care, education, real estate, automobiles, home furnishing and other industries, serving more than 30,000 customers such as Tencent, BMW, JD.COM, Aier Ophthalmology and China Merchants Securities.

According to the current trend, it is basically the best to use some low-cost auxiliary tools, because it is not easy to get a lot of traffic now, and everyone knows it is difficult to do it, but you can look at the series of Rhett's assistants.

First of all, we must find out what product it is. Who is the target customer base? What are the channels to acquire customers? How do customers get it now? What is the customer acquisition cost? To what extent?

Now the cost of getting customers is not low, unless you bring your own IP.

We can understand customer acquisition from a new perspective: find the fastest growth point and find high net worth and high conversion users, because growth can bring benefits, and benefits mean more money. Only in this way can we really reduce the cost of obtaining customers. Because of waste, most of it is wasted on the acquisition of invalid users. Within the enterprise, every iterative optimization always emphasizes growth, but do you know that growth itself has five processes (acquisition, activation, retention, income and recommendation)? So what part of the growth can be brought about by each commitment to demand targets? Of course, 80% of people can't answer, because they all take the five steps as one step. There is almost no benefit in doing this, so that when growth is stagnant and business is blocked, you simply don't know where to improve and you can't start. Over the past year, I have frequently done growth projects, which involve many points worth pondering and thinking about. I will share them with you one by one, so as to understand the cost and space as little as possible to analyze what is a complete product growth model. Different from others, the example I use is my own experience, which is very timely and there are not so many other miscellaneous things to remember. A useful method is enough. In today's article, let's look at the first step. What should we pay attention to first? 0 1 Does your service have an audience? Where is it? Why do some people, who have no college education and low education, achieve something? However, in reality, most of these cases are classified as empirical evidence of "reading is useless", which makes everyone throw away their books. Is reading really useless? Did they achieve this career because they didn't study? Or because they did something that others didn't do right? The soul three torture, especially the last question, is enough for many people to lie down. After all, most people's awareness of this problem is very low, so low that you don't find that you have seriously ignored it. In fact, if you look closely, you will find that these people have just done something. They are all good at it and have an audience. It goes without saying that they are good at this. The audience is a group of people who are always interested in the service you provide. This is a complete closed-loop service, with both supply and demand, interest connection and sustainable development. Looking back, is reading really useless? Obviously not, reading is to find your audience faster and more accurately and develop this closed loop. Does the audience matter? Very, very important. You can't imagine how terrible it is for a service to have no audience. It is like a black hole in time, mercilessly sucking away the time you are trying to iterate. Does the audience need precision? The more accurate, the better. On the first day of making products, I often say to myself that the products you make must be imperfect, must have a focus, and the focus must be what I am best at. After all, everything is nothing. When I was making "Jacobs", I just wanted to sort out some skills and experience of making my own products at first. After all, this part of knowledge has not been online in any comprehensive university in China, because there is no formal discipline to carry it. Moreover, this part of the knowledge about products involves the intersection of many disciplines, and few people summarize and precipitate it. The most complete and authoritative part may still remain in the minds of early product managers, and most of them are handed down step by step by the master and apprentice. I'll tell you a number. According to the number of on-the-job product managers in China, there are 3 million, with an annual increase of about 10+ 1 10,000. As a product manager, you need to have your own product thinking, but it is not just the product manager who needs to have product thinking. Operation, promotion, technology and even entrepreneurs and consultants from all walks of life are all necessary. Because the thinking of products is value-oriented, business-centered, business-centered, service-centered, and user-centered. Product thinking, like a little assistant around you, always reminds you what your goal is, don't deviate from the main channel, and don't make too many ineffective struggles and decisions. In Socrates' words, it is to know yourself thoroughly. The so-called self-discipline means clear goals. If you have done both non-trading products and trading products, you will obviously feel that no product emphasizes the value of business and the direction of goals more than trading products. Because of non-financial products, the road to commercial realization is tortuous. Many times, all you do is to keep this wave of users first, and then find a suitable starting point and concentrate on realizing it. Many products will not become explosions, and when the traffic surges, it will be completely cold. These are external worries and internal troubles caused by insufficient cash flow, and the responsibility actually lies in the product manager's low perception of the commercial transformation of the product. So starting from this year, you can find many articles about financial management and insurance in Jacob, and there will be many more in the future. There is no specific product recommendation and introduction, but I shared some skills and experiences about these knowledge points. There is only one purpose: always cultivate your sensitivity and pursuit of profits and risks. This is a very meaningful thing. Based on the above abilities, I found that the audience of Jacob has become wider, but for me, I only need to do one thing forever: keep digging things that are worth investing time and long-term struggle or investment, and these things have three remarkable characteristics: 1, with obvious goals and approaching step by step; 2. Have a good return; 3. There are controllable risks; My audience will be divided into the following three categories, and some detailed descriptions will be omitted. The main features are as follows: 1, there are people who need product thinking in the internet circle (first-tier cities, more men, aged 20-35), and there are people who need financial management and insurance in the internet circle (first-tier cities, more families, aged 30-45), which are traditional industries. 35-50 years old) This is the evolution of my audience and the division of boundaries in the last year. I share the process of making Jacob, just to show that your audience is not a standard answer that can be obtained after two or three days of hard thinking, but an interval that constantly changes with the business. Trial and error is the first step you must take. Don't be afraid of trouble. Dyson also tried 5000+ times before he tried the audience from a Japanese family man to a lady who pays attention to styling in China. Do you have a concept of customer acquisition cost? Earning customers is the most common thing in the whole growth process. CAC is used to refer to the customer acquisition cost of users. When it is cheap, CAC may be a few cents, and when it is expensive, it can reach one or two thousand yuan. For example, the number of customers in some P2P industries is usually between 1500-2000 yuan. The customers here refer to effective customers and customers who can generate value, not the number of registered users registered by Tom, dick and Harry. Why is the cost of obtaining customers so high? There will be a steady stream of people to do it. Are they stupid? This requires the introduction of another concept: LTV(User life cycle Total Value), which is an estimate, that is, how much value a normal user will generate in the whole service journey. Because fixed-income investment products, like P2P, earn the spread between assets and funds, a user's investment frequency is fixed, and the amount of investment in the later period will tend to be fixed. Generally speaking, the LTV of users of this product will be between 1.5-0.2 million, and many will even be between 300,000 -0.5 million. Counting the profit ratio of 20%, the cost of obtaining customers will be several hundred and one thousand, which is simply a profit. Usually, we also set a value, which I regard as the life and death line of the product, expressed by the formula: LTV/CAC. If the ratio of the two is less than 1, this "game" will be very dangerous and may collapse at any time unless there is a strong capital insertion. If their ratio is greater than 1, it proves that the business chain is still healthy at this time. Why have I always stressed not to blindly promote product models that have not been proved to have growth? That's the reason. Because LTV is unclear, blind promotion is to improve CAC. Finally, if you find that there is something wrong with your growth model, LTV is small or can't cover CAC at all, it will be embarrassing. It is difficult to choose whether to continue or cut the meat. Audience and customer acquisition cost are highly correlated. It is not that users with high customer cost are more effective. There are many channels, low customer acquisition cost and high user quality. Continue to refine according to the audience range, get customers at low cost, and also have high-quality transformation. The above are two key factors about the first step of the growth model: audience and customer acquisition cost. Simple things are often the most powerful, polished, and hope is far away. Next time, I will talk about some application examples of getting customers at the landing level.