There is a golden rule in marketing: "It is better to develop a new customer than to maintain an old customer." ”
Some small foot massage stores on the market, whether from the analysis of flow, customer sources, conversion rates and profit models, you will feel that this is not enough to make money, but the truth is not so.
Shop owner will generally have a number of branches, according to the company's policy, in the process of developing other stores headquarters will not return money, but all stores need to go through his training, training fees have become the boss's way of profit, after training the technician, and then extract rebates from its performance, which is also an incentive for trainers. Therefore, any industry is suitable for referrals.
Try to dig up as many people as possible to become people who will actively help promote and promote products.
Because passive referrals are only recommended when a friend asks, and active referrals will take the initiative to ask questions from people around them and then take the initiative to introduce, all active referrals are based on enough pride and honor.
Therefore, it is essential to establish a directory of proactive referrals, and record users who are proactive in providing effective leads, which are very important customers. As for the establishment of the system, three conditions need to be met:
1. Favorable to the person referred
2. Favorable to the person being referred
3. It is advantageous to be famous for the person referred
Referral = "0" cost of the marketing routine
In order to maximize the monetization effect of drainage, it is necessary to maximize the user's desire to share in order to achieve the effect of rapid fission of content and products.
Sharing, that is, referral. Here we first clarify a concept:
01
What is net referral value
Net Promoter Value (NPS value) refers to how many new users are recommended by an average user. If an average of two users can help us recommend a user, then our NPS value is 0.5.
For example, in the previous growth cycle, there were 10,000 old users, and 500 new paid users in this period came from user recommendations, so the NPS value was 0.05. Note: When calculating the net promoter value, be sure to base all users.
Next, we analyze the logic behind the user referral behavior to talk about how to stimulate user sharing and achieve the effect of rapid product dissemination.
02
Why would users be willing to refer?
Let's start with the roots, why would users be willing to refer?
Referral is actually a kind of behavior, for example, when the user comes into contact with a product, he will evaluate whether he can obtain a certain aspect of value after sharing it, and then the sharing action will occur.
This value can be to meet one's own needs or to help others through sharing, and ultimately to achieve self-satisfaction.
In addition, we should also note that users are not necessarily willing to share when they have the motivation, because everyone is more inclined to do high-value, low-cost and low-risk things. Therefore, when stimulating user sharing, we must reduce costs and risks.
03
Under what circumstances will the user be referred?
In general, users will help us refer us in three cases:
(1) Active sharing
To let users take the initiative to share, we need to be ready for three steps,
They are: combing forwarding moments, creating forwarding content, and forwarding tool empowerment.
Combing forwarding time:
- The first is the little white moment, that is, when the user first came, he was very fresh, felt that everything was very curious, and it was very easy to transfer.
- The second moment of glory is that users will also forward when they feel glory.
To create retweeted content:
- In the small white moment, create a variety of experience products, create a variety of scenes for users to forward.
- In the moment of glory, a large number of content can be created that can make users feel glorious to stimulate spontaneous forwarding of users.
Forwarding tool enablement:
- The tools make it easier for users to refer to the action, and it is best to forward it with one click. When forwarding, it is best to have the relevant two-dimensional code, so that interested users can scan the code to come in and achieve the role of drainage.
(2) Interest stimulation
For example, Qutoutiao, reading articles can make money, and forwarding articles can also make money.
(3) Social currency
Forwarding product links is also a kind of social display behavior in our circle of friends.
For example, in Alipay's social activities of collecting five blessings, we are actually interacting with friends, which is a social behavior.
04
Burst point sharing mechanism
If you want an activity to quickly form a burst point, you can use the Three Laws of Madness.
(1) Individual character rule:
There are always some big guys or super connectors around us, and when they help us refer or spread an event, it will be easy to form a flashpoint event.
(2) Adhesion law:
When users refer or forward, it is often not because of the product function itself, but because there are some things that are attached. For example, when we talk about Jiang Xiaobai, we often do not regard it as a pure liquor, but a sense of youth.
(3) The law of environmental power:
For example, the company itself does not have any heat, but the company's products are on Weibo hot search, there will be many people who think that this thing seems to be really hot, and they will be affected.
05
Be aware of the activity settings
In the design of the whole event, there are also 3 points to pay special attention to.
1) Can't be too complicated
It is best to be a "fool-like one-click operation" to reduce the user's time and energy costs, otherwise users who have little patience or are lazy will stop sharing halfway.
2) The threshold cannot be too high
For example, the rules require sharing with 50 people to get a 3-day experience card, for the vast majority of users, this is typical of large investment, less return, the willingness to share will be greatly reduced.
In this case, we can take the level of rewards, such as 3 people, 5 people, 10 people, which can meet the sharing needs of different users, and can also play a role in further motivating users to actively share.
3) Reduce risk
Many users will care more about the risk of sharing. For example, after sharing the news to the circle of friends, whether it will have a bad impact on my image, whether there will be a security risk to other people's funds, and a series of issues that need to be considered.
Stimulating users to take the initiative to share to achieve fission drainage is a very important way to grow, in addition to doing a good job in products and services, it is also very important to have a group of loyal users who are willing to take the initiative to share.
The best way to share is to let users form a sharing habit, gradually cultivate the user's mind and improve the user's loyalty.
Author: Zhuge Jun