No matter b-end or C-end, product marketing is inevitable. In recent years, marketing has brought more profits and vitality to different platform products. How can we reasonably use marketing techniques to drive profits and activities in SaaS platform?
The core of marketing is around users, and many users will lack the desire to pay before they see marketing activities. To do well in marketing, they must learn to let users never want to pay to pay actively, and finally to generate payment anxiety. This is a change of users’ consumption psychology, and the same is the magic of products brought by marketing.
A TOC activity is more about marketing for a person / group. The scope and actions are consistent and do not need to change frequently.
For example, at the beginning of the 618 activity in a certain East, I just came to see it because of the gimmick of 618 activity, but when I entered the activity page, I saw all the products I wanted to buy or had bought in the past, and they were selling at a discount price (relatively low). This just hit my intention. According to the rationality of a product person, I will compare the prices before and after the activity, and then purchase according to the discount strength. The probability of placing an order is almost more than 90%. This is the sensitivity of users to marketing activities.
In a tob activity, when customers are more and more personalized, what we need to do is not to be big and comprehensive, but to find the underlying needs of users and solve the problem fundamentally.
When customers’ demand for products is becoming more and more different, tob products are difficult to meet customers, especially SaaS products. When they can’t meet customers’ demand for differentiation, we need to use different marketing strategies to improve LTV (total value of life cycle). Only when there is enough correlation with customers, can products have self hematopoietic function.
Before marketing, we need to learn to make good use of the resources at hand. In this paper, we need to solve the problems we need to analyze before marketing from three aspects, and switch the perspective to think about marketing from the perspective of users.
1、 User contact analysis
1. Touch the user
Marketing without reaching users is definitely a soulless marketing strategy. It constantly has relations with / contacts with users. In a way, it improves the marketing of products by users and deepens the impact of marketing.
So what we need to do is to analyze all the points that can reach the users when marketing, so as to prevent the omission of our own traffic and expand the radiation range, so as to maximize the marketing effect.
That is to say, if you want more users to know your marketing activities, you have to use more methods to reach them, and in SaaS platform, you also need to reach users through the resources at hand.
There is a mistake here. Not all channels are suitable for this.
For example, one of the most primitive touch and reach methods is to directly contact customers by phone. When contacting customers, be sure to ask what they need, not what you can provide. Because the customer doesn’t care what you can provide, but what he lacks. On the basis of his lack, the existing marketing is combined. Not all customers use this method. But if you can listen to the customer’s needs first and then provide your own opinions according to the other party’s ideas, it can improve the customer’s sense of self-respect.
Some people will ask, what’s the point of this?
In the most primitive scenario of telephone communication, it is to use the most direct language between people to complete the establishment of contacts. The more conversations with customers, the more you can understand what they need, and you can also introduce them into your own marketing mode, and occasionally get unexpected recognition from customers.
But the disadvantage of the efficiency of telephone communication is that it is relatively inefficient. Sometimes we can’t use this original method to contact a large number of customers.
2. Advertising relevance and interest attraction
From the perspective of product marketing, in addition to the above-mentioned telephone communication, we need to use more methods to increase contacts, as well as the most important advertising relevance and interest attraction.
Advertising Association is well understood, which is to find scenarios with high association with platform users as much as possible.
For example, why does the ads directly hired by boss spread all kinds of offline channels, such as elevators, subways, indoor TV, etc.
One of the simplest logic is that the crowd here has the highest degree of aggregation, and in the subway scene, we can find that everyone’s pace will be relatively fast, and the meaning will change the pace faster, which shows that most people have a certain anxiety. Of course, not all of them. This part of anxiety may be caused by many factors, but work certainly accounts for a large proportion.
The survey results show that the job satisfaction of Chinese white-collar workers in 2017 is relatively low. The satisfaction index is 2.64 (the index range is 0-5, and 5 is the highest). Compared with the previous two years, the index has improved. In 2016, it was 2.33, and in 2015, it was 2.28, but it remains at a low level.
This is the data in 2017, and I believe that the domestic data in 2020 will not change much. So for most people, changing jobs is the best option.
In fact, such ads are intended to enlarge the needs of users. Although no one can guarantee that the next job will be better, if you are given such an imagination space, you will certainly be willing to daydream about the good.
Advertising marketing focuses on the users themselves, combined with user sentiment and scene transformation, so advertising itself is a kind of external marketing mode, and will there be a situation that the link is too long and users can’t accept this way?
3. Interest attraction
Then we need to do the next step, that is, interest attraction, including red envelopes, coupons, coupons, discount coupons
The public has always been greedy for cheap, and what we need to do well in marketing is to do well in different channels to attract the combined interests.
For example, official account article, when we launch an article, this article needs to have “welfare”. The welfare here does not require users to participate in complex games or forwarding, click on the collection, and stimulate users’ consumption with the lowest threshold.
After the user’s consumption, as a community of interests, whether he originally approved or not, at the moment after consumption, he must extremely approve the product he consumed, so it’s better to let the user himself fission at this time.
The above three points belong to the tip of the iceberg in the user contact, and there are more and better ways for us to use and learn. What we need to do is not only touch the user’s mind, but also occupy the user’s mind at the same time of touch, so that the marketing can achieve greater success.
2、 User psychology analysis
It’s the minimum respect for a marketing activity to properly handle the user’s psychology. But now the homogeneity of products is very serious. Most of the products are not bad. They don’t express their own product value. Users can’t perceive the product value.
The most important thing of marketing is to create value that users can perceive. The value here may be existing or implicit.
For example, in the live broadcast, many brand parties will jointly sell goods with the anchor, and the price here will generally be lower than the daily price of the product, and the number of products will be less, and the price will be lower so that the product itself can reach more people through a lower threshold, while the cost of limited control and the user’s sense of urgency will be improved.
And why live?
Because the live broadcast itself shortens the sense of distance, so that users can more directly perceive the value of the product. If there is no demand for the product itself, it will generate consumption demand from the inside out because of the value of the product.
Obviously, there will be more opportunities for C-end products to show product value, while there are not many opportunities for SaaS platforms to form such effects, because SaaS provides more solutions to users, and the core is to solve problems. Sometimes we fall into a misunderstanding. In fact, this solution itself is a commodity. If the user does not have a demand, then create a demand and then solve the demand, and scenario user psychology improves the value of the solution.
For example, when we launch a drainage product, not all businesses have traffic problems, but we do the following things in the marketing page of this product.
1. Build usage scenarios (construction scenarios)
The core of the construction scenario is to highlight the problems that need to be solved by the product. In fact, all people have flow troubles, because the flow is more and more expensive now, how to obtain accurate and low-cost flow has become a problem for online and offline businesses.
Even if a merchant doesn’t have this worry now, in fact, returning to the end of traffic, that is, performance itself, is also a problem to be solved.
Then enlarge the performance by amplifying the flow, and show the scene of this drainage product. Not only in your lack of traffic can do in the snow, but also in your rapid development can do icing on the cake.
2. Use reference to compare the final effect
Take out several drainage products (such as seckill and chutuan) that have been recognized by users’ psychology, and compare the final effect.
The core here is to highlight the credibility and effect. If you exaggerate the contrast effect, there will be a lack of credibility. At this time, you need to use a large number of data, customer witness, video and so on to help the effect.
3. Lock the price anchor and lower the threshold
After actively expressing the value of the product, the user’s psychology will naturally create the scene after using the product and the scene when the product is applied in their own business model, and the price anchor point at this time is the last straw to overwhelm the camel.
For example, when our general knowledge of a product is between 600 and 1200, we only charge 499 unexpectedly, which is an attractive price. It should be noted that what we need to do is to reduce certain threshold and enhance surprise, so we can not excessively reduce our brand value, otherwise it will hurt brand pricing and product value.
A platform product must be closer to users in marketing, increase contact with users, and let users understand the value of the product faster.
The value of the product itself can be quantified, but after meeting the user’s use psychology and consumption psychology, it can radiate to more user groups, enlarge the demand, deepen the value, and urge users to select quickly.
3、 User value assessment
The value evaluation of users is that we need to use the ability of transposition thinking to evaluate the value of marketing from the perspective of users. According to Maslow’s demand theory, the demand of products is the same as the ladder, and the five levels are: physiological demand, security demand, social demand, respect demand and self realization demand.
The value of users is to meet one or more of the needs, and what we need to do is to improve the value evaluation of a product or a marketing.
There are three aspects of value evaluation:
Initial psychological value: for example, when we buy a laptop, we will preset a psychological gate, which is judged by the past cognition. For example, if I want to buy a brand new MacBook Pro, I will first compare the purchase cost of this computer with the past cognition, which is the initial psychological value when I buy a notebook.
Reference historical value: use historical product value to evaluate existing products. For example, the year before last year and this time last year