6 ways to effectively promote your products

If any product wants to develop sustainably, it must have a good business model. Only when the product is profitable can it ensure that it continues to provide users with a better product experience. In the traditional PC-side Internet, the profit models include advertising, e-commerce, and value-added services such as games. Among them, advertising is the easiest to monetize and the most used way.

But with the mobile Internet, many of the previous gameplay methods are no longer available. Advertising has been greatly affected in the mobile Internet era. Because the screens of mobile devices are inherently small, there is very little space left for displaying advertisements, and displaying advertisements on smaller screens gives users a very bad experience. Therefore, the development of advertising-based business models on the mobile Internet is very limited. .

In the mobile profit model, more commercialization is realized through e-commerce or service provision, which requires users to actively pay. In this case, it is particularly important to guide and motivate users to consume.

The current price wars among major e-commerce companies and the crazy subsidies in the O2O field are all aimed at stimulating users to consume. The logic of this model is that even if they are not making money now, users must use it first. Their products form habits, thereby occupying market share, and then trying to make money.

In addition to this kind of subsidy method for local tycoons, what other ways can we stimulate user consumption?

Limited-time offers

Limited-time offers always give people a sense of urgency and scarcity, allowing users to reduce their thinking time and make purchases quickly. This method makes users feel that they are taking advantage, because the product is only discounted for a limited time. If you happen to come across it, if you miss this discount, it will no longer be available. So in this case, users may not have time to think about whether they need it or not. Anyway, they feel that they have made a profit, and of course they have to take advantage of it.

Successful promotion does not necessarily mean selling truly cheap products to users, but rather making users feel that they have taken advantage. Therefore, we often see roadside shops with slogans such as clearance sales for the last three days all year round. This model has spawned various limited-time sales, attracting a large number of users to snap up products through cheap prices. Of course, the supply is obviously far less than the demand, so the vast majority of users cannot grab it. Merchants direct the large amount of traffic they attract to other products to achieve profitability.

Since Xiaomi launched the rush purchase mobile phone, other domestic manufacturers have also followed suit. It once felt that buying a mobile phone had to be a rush purchase. The highest level of this model is Tmall's Double Eleven, which tells users that on this day of the year, there is a 50% discount, so hurry up and buy it. If you miss it, it will never be so cheap again, so it created a miracle of 57.1 billion a day.

Get coupons when shopping

When we go out to eat at restaurants, we often receive coupons after finishing the meal, which can be used to spend money next time. You will often encounter this situation when shopping online. After completing the transaction, the merchant will give you a coupon to use for your next purchase. This method can greatly increase the repurchase rate of users, not only making users feel that they have received discounts, but also further strengthening the connection with users.

From the user's point of view, the coupons given are used to offset the next consumption amount. In a sense, the coupons in hand are equivalent to real money. If you don't use them, it will be a waste. money in hand. Coupons are given to users after they make a purchase. They are not just random items. Users will cherish such things even more. So you may have this experience. Friends often invite you to dinner or karaoke, because you happen to have coupons in your hand, and they will expire if you don’t use them anymore.

Recommendation rewards

I believe everyone is very familiar with this method, and it is widely used in taxi-hailing software. For example, if you recommend a friend to use Uber, both parties will receive a 30 yuan discount. If you help a friend, both you and your friend will benefit, and I believe most people will be willing to do it.

Moreover, this method of recommendation has a natural trust advantage. You understand that this product is not an advertisement you saw on TV, nor is it promoted by the merchant itself, but is recommended to you by your friends. You believe that your friends will not lie to you. , so products recommended by friends will be more likely to gain trust. Through such viral marketing, it not only develops new users, but also brings benefits to old users, attracting them to continue to use the product.

Crowdfunding

Crowdfunding was originally a group of people raising a sum of money to complete one thing together, but with the development of crowdfunding now, it has somewhat deviated from its purpose. In essence, it has become a new marketing tool in many cases. Now many crowdfunding platforms have become like a commodity group buying platform. But by making good use of the fresh concept of crowdfunding and adding some emotions into it, you can still make some innovative promotions.

Crowdfunding products have a large number of users before they are sold or even produced. Users can provide suggestions for products or services to help merchants make products more popular with users. The distance between merchants and users is brought very close, and the two can communicate more effectively and accumulate a large number of fans.

This batch of seed users accumulated through the crowdfunding platform can help the product achieve a cold start and complete the initial promotion and publicity with the power of fans.

Because the price of the products users pre-ordered on the crowdfunding platform is much cheaper than the market price, this is a very important reason why crowdfunding can attract a large number of users. Through the tiered price strategy of quota limit or time limit, users can be more actively involved. For example, the first 10 users can get 50% off the original price, the first 50 users can get 30% off the original price, and the first 100 users can get 20% off the original price. This method also makes users feel a sense of scarcity and make them purchase decisively.

Lottery

Lottery has always been a popular form of entertainment. This mentality of making a small fortune and getting rich overnight makes many users enjoy it.

Didn’t Jack Ma also say that you still have to have dreams, just in case they come true?

In the promotion of the Internet, users can also have the opportunity to obtain high returns at a small cost. For example, the original price of a product is 100 yuan, but you only need to spend 1 yuan or just use points to win a lottery. I believe many people will be willing to give it a try. After all, the price paid is too small and the rewards may be high.

However, the design of the lottery rules is very important, which directly affects user participation. The more users find it easier to win, the more people will participate in the lottery. For example, set a certain lottery threshold to control the number of people participating in the lottery, thereby increasing the winning rate. Or give users a clear winning ratio, such as one winner for every 100 participants. Lottery activities can greatly increase user activity and participation, and can also increase product exposure and sales.

Virtual incentives

In addition to real money directly motivating users, some virtual system rewards can also play a big role. The biggest advantage of this incentive method is that the cost is very low, almost zero cost. Give users positive incentives by giving them points, experience, virtual titles, etc., so that users can feel a sense of psychological satisfaction.

Don’t think that this kind of virtual thing is worthless or useless. Tencent’s QQ has made so much money from children who have no income by relying on an awesome achievement system. Take a look at QQ There are so many people on the Internet who have opened memberships, various diamonds, and crazy scenes of hanging up in order to improve the QQ level. You know that even virtual things are still very attractive to users.

Some people think that Tencent is too powerful and cannot be copied and has no reference value. Take a look at Zhihu. Every day, a large number of users rack their brains to answer good questions in order to win likes and thanks.

So the key issue is how to design a good achievement system to meet the needs of users in certain aspects. Different products have different characteristics, so the methods are different, but the principle to be followed is that virtual achievements must be attractive to users and must meet certain needs of users, such as showing off, sense of achievement, personality, etc.

For example, in online education products, when a user completes a certain course, a certificate is issued to the user. The certificate is not only the result of your own efforts, but also an endorsement to prove your ability in this area. It can also be used as a bargaining chip when looking for a job in the future.