Design of marketing tools around the whole life cycle of users

Editor's lead: If you want to do a good job in marketing, you need to know the user's life cycle, marketing goals and corresponding marketing promotion/tools. The author of this paper analyzes how to design a marketing tool from the user life cycle of products, hoping to bring you help. The cost of acquiring customers on the Internet continues to increase, while product revenue is blocked. Therefore, all enterprises are striving to reduce the cost of obtaining customers and increase the conversion rate to increase their income through marketing. In order to do a good job in marketing, we need to understand the user life cycle, marketing objectives and corresponding marketing promotion/tools. The author will talk about how to design marketing/promotion tools from the perspective of the whole life cycle of users. Readers who are interested in marketing can first look at the author's sharing on the marketing platform, "How to Reduce Costs and Increase Efficiency through Accurate and Intelligent Marketing", so that they can have more understanding of marketing. First, the user life cycle As product managers, we need to bring more profits to the products we are responsible for and create greater value for the company. The gross profit of a product =LTV-CAC=LT*ARPU-CAC. LTV:Lifetime value refers to the user's life cycle value CAC:customeraccquisitioncost, refers to the user's acquisition cost Lt: Lifetime, refers to the user's life cycle length ARPU:AverageRevenuePerUser, and refers to the average income of each user in the statistical period. In order to improve the gross profit, we need to pay attention to the following three points: these three points will be dismantled at different stages of the user's life cycle, and the focus will be different. The life cycle of users can be divided into: new users, and we are concerned about how to acquire customers at lower cost; For adult users and mature users, we pay attention to how to promote user consumption to enhance user value; Silent users and lost users, we are concerned about how to retain the recall to extend the life cycle of users. As for users with different life cycles, the marketing/promotion tools we can use are also different. For new users, you can use group warfare to pull new coupons and get new customers; For adult users and mature users, full reduction, package discount, price increase and other ways can be used to promote user consumption; Silent users and lost users, we can retain the recalled users by returning coupons. Of course, the above methods are just examples, which does not mean that users in the relevant life cycle can only use these marketing/promotion tools. Limited by space, the author will share the product design of marketing/promotion tools such as coupons and team battles in the following chapters. If readers are interested, the author will continue to share the product designs of other marketing tools. 2. Coupon management includes coupon distribution, viewing distribution records and other scenarios. Commonly used coupon design mainly considers distribution mode, distribution time, distribution crowd, coupon type, SMS template and coupon pop-up. Here is a brief introduction to the design of issuing coupons: distribution methods: including manual distribution and system distribution; Coupon distribution time: distribution crowd: support distribution according to user labels and portraits, and import lists to distribute coupons; Commonly used coupon types include full discount coupons, discount coupons, exchange coupons and so on. At the same time, you can set the coupon's face value, validity period, total amount and the amount received by each person; At the same time, for e-commerce products, you can also specify which types of e-commerce products provide preferential SMS templates: issuing coupons can simultaneously trigger SMS to inform users to receive pop-ups; Pop-up window for collecting coupons when users log in to products/applications; 3. Grouping mainly includes launching group and viewing group scenes, while launching group includes basic setting and promotion setting. Let's briefly introduce the design of launching a team battle: activity name: team battle activity name: activity time: team battle start time and end time: team battle validity period: the number of people who can complete the team battle within the specified validity period: how many people are needed to form a team battle? Restricted purchase of goods: restricted purchase of goods, to prevent a single user from playing too many groups, to avoid the black market hacker "bonus hunter", to control marketing costs or to warm up ROI activities: how long the group battle will appear in advance, and to warm up the group battle activities. Improve the spelling rate and simulate spelling: When the spelling number is insufficient in a certain period of time, the system will automatically fill in spelling users to achieve spelling success, thus improving the spelling success rate. Promotion setting: there are restrictions on what products participate in the group fight, the group fight price and the group fight quantity. Fourth, product design principles/ideas In the above chapters, the author shared coupons and assembled a group of specific product designs. In this chapter, the author will summarize the considerations of choosing marketing/promotion tools and the concerns of product design of marketing/promotion tools. Readers can refer to the following product design principles/ideas to design more marketing/promotion tools, and also welcome readers to exchange product design of marketing tools. 1. The choice of marketing tools depends on many marketing tools. How should we choose marketing tools? The author thinks that we can consider it from the following two aspects: 1) From the perspective of user life cycle, we can choose the appropriate marketing tools according to the user life cycle and the scenes we face to achieve our core goals. For example, for new customers, we can use group battles and new coupons to acquire new customers; For adult users and mature users, full reduction, package discount, price increase and other ways can be used to promote user consumption; Silent users and lost users, we can retain the recalled users by returning coupons. 2) From the perspective of ROI, for example, when facing new users, we can win customers and draw new coupons. Then we can analyze the ROI of the group and the new coupon through data analysis, so as to choose a way with higher ROI. At the same time, we can also conduct A/b tests to continuously optimize our ROI. For example, we can conduct A/BTest to test the ROI of issuing 10 yuan coupons and 20 yuan coupons. 2. Pay attention to the product design of marketing tools. In my opinion, the product design of marketing/promotion tools mainly needs to pay attention to the following three points: pay attention to operational efficiency: enrich the functions of marketing/promotion tools, realize finer granularity of functions, so as to meet more usage scenarios of marketers/operators, thus improving operational efficiency and controlling marketing costs; Calculate and control the marketing cost in advance; For example, control the amount of coupons, prevent excessive issuance of coupons, and prevent loopholes: abnormal scenarios of product design schemes should be considered to prevent loopholes and avoid being "bonus hunter" by hackers. Finally, the author will continue to share more thoughts about product design and welcome readers to subscribe to my column.