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如何制定用户增长计划?用户增长有什么好的渠道吗?

发布时间:2019-01-18 12:55:52

  【YISHUO】DUDAOZHEIPIANWENZHANGZHIQIAN,WOQIAHAOSHEJILEYICIYONGHUWENJUAN。SHOUXIANDECHENGREN,ZHEIPIANYIWENYOUYIDINGDEWENHUATESHUXING,DANSHIYEZHENGYINCI,ERLINGBENWENJUBEIYIXIEXINYINGDEJIEJIANJIAODU。BIRU,SUIRANDIANHUAHUIFANGZAIZHONGGUOXIANDEXIAOLVMEINEIMEGAO,DANSHIFEIXIAOSHOUDEYONGHUGOUTONGSILUHENYOUQIFA。ZAIBIRU,WOMENYOUSHIYEHUIBAYONGHUFANKUIDEWENTIBIANJIWEISHEJIAOMEITIDENEIRONG,ZHEIHEZUOZHETIDAODEFANGFABUMOUERHE,BUGUOZUOZHEJINYIBUTANSUOLELIYONGYONGHUFANKUIFANZUOYONGSEODESHIYAN,XIAOGUODAIDING,CELVELINGRENSIKAO。WENZHANGYUE2400ZI,YUEDUQUANWENDAYUEXUYAO3FENZHONG。YUANWENBIAOTIWEI“LIYONGYONGHUFANKUI,ZHIDING‘YIYONGHUWEIZHONGXIN’DENEIRONGCELVE”。

  为什么要制定“以用户为中心”的内容策略?

  YINWEIWOMENZHENGCHUZAIYIGEYONGHUZHISHANGDESHANGYEHUANJINGZHONG。ZAIFUWUYONGHUZHEIYIDIANSHANG,WOMENDEBIJINGPINZUODEGENGHAO。

  DANGRAN,MEIGEGONGSIDOUXIANGFUWUHAOTAMENDEYONGHU。EconsultancyDEYICIYANJIUFAXIAN,ZHIYOUSANFENZHIYIDEYONGHURENWEITAMENZUIAIDEQIYEZUGOULEJIETAMEN。ZHEISHUOMING,SANFENZHIERDEYONGHURENWEIQIYEMEIYOUZHUAZHUBINGJIEJUETAMENZHENZHENGDEXUQIU。

河内快5   YAOGAIBIANZHEIGEBILI,RANGYONGHUBUZAIJUEDEZIJI“BUBEILEJIE”,WOMENXUYAOTINGQUYONGHUDEFANKUI,ZAIMEIGEYINGXIAOCHUDIANSHANGDOUNENGMANZUYONGHUDEXUQIU。

河内快5   YIGEYIYONGHUWEIZHONGXINDENEIRONGYINGXIAOCELVE,JIANGLIYONGYONGHUDEFANKUI、CIHUI、WENTIDENGZUOWEICELVEDEKUANGJIA,SHIQUEBAOGONGSINENGGOUMANZUXIANYOU(YIJIQIANZAI)YONGHUXUQIUDEZUIHAOBANFA。

  DANGNEIRONGCELVEJUJIAOYUYONGHUGUANXI,BINGQIENENGWEIYONGHUDEGOUMAILIANLUTIGONGBANGZHU,YEHUILINGNISUOYOUDEYINGXIAONEIRONGDOUBIANDEYOUJIAZHI、YOUXIANGGUANXING。ZHEIDUIYONGHUERYANGENGYOUYIYI,ERBUSHIDUINIDEGONGSIYOUSHENMEYIYI。

  在这篇文章里你会学习到:

  YONGHUFANKUIDENAXIENEIRONG,NENGZUOWEINEIRONGCELVEDEKUANGJIA

河内快5   SHOUJIYONGHUFANKUIDELIANGGEJINGDIANFANGFA

  DIANHUAHUIFANGDEZUIJIASHIJIAN

  WOMENQIWANGZAIDIAOCHAWENJUANZHONGZHAODAOSHENME

河内快5   RUHEZHIDINGYIYONGHUWEIZHONGXINDENEIRONGJIHUA

  启动用户反馈

  QUESHAOZHENSHIDEYONGHUFANKUI,NIBIANWUFAZHIDINGYIYONGHUWEIZHONGXINDENEIRONGYINGXIAOCELVE。 YONGHUFANKUINENGRANGNIGENGSHENRULEJIETAMEN,RANGNIZHIDAO——ZAIYONGNIDECHANPINSHIYONGHUZAIXIANGSHENME,WEISHENMEYONGHUXUYAONIDECHANPIN,WEISHENMEYONGHUXUANZELENIDECHANPINERBUSHIJINGPIN,GOUMAISHIYONGHUYINWEISHENMEERYOUYUGUO。 ZHEIXIEJIUNENGCHENGWEININEIRONGYINGXIAOCELVEDEKUANGJIA。

  ZAI2018NIANDEWeb Summit SHANG,LAIZI Intercom DE Des Traynor ZUOLEYIGEHENYOUGANRANLIDEYANJIANG。QIZHONGYIYEPPTWANMEIJIESHILEYIYONGHUWEIZHONGXINDENEIRONGCELVEDEZHONGYAOXING。

  YONGHUGOUMAITIYANYUYUE,SHUOMINGNIDECHANPINYOUNENGLISHIXIANYONGHUZENGZHANG。

  收集用户反馈

  收集有价值用户反馈的两个有效方法:

  A. 电话回访

  YIDUIYIDEFEIXIAOSHOULEIDIANHUAHUIFANGSHIHUOQUYOUJIAZHIYONGHUFANKUIDEHAOBANFA,TAMENKEYIRANGNILEJIEYONGHUDUICHANPIN/FUWUDETIYAN。DANGLIYONGDIANHUAHUIFANGSHOUJIFANKUISHI,JINJI:

河内快5   1. ZHUANZHUYONGHUGOUMAITIYANHELIANLU。GULITAMENFENXIANGGOUMAISHIDEXINLULICHENG,HEJUEDINGGOUMAIDESHUNJIAN。

  2. BUYAOMAIHUO。ZHEIBUSHIWEILEZENGJIAXIAOSHOUHUOJIEJUETAMENDEWENTI。BUYAORANGTAMENJUEDE,ZHEICIHUIFANGXUYAOSHENGJIYIYOUDEFUWU。RUGUONIKAISHIMAIHUO,NIHUILIKESHIQUTAMENDEXINREN,YONGHUFANKUIJIUMEINEIMEYOUJIAZHILE。

河内快5   3. WEN “WEISHENME”。 DANGYONGHUHUIDALEYIGEWENTI,WENTAMENWEISHENME,JIUHUIDEDAOYONGHUDONGJIDEGENGSHENYICENGXINDE。

  4. TANRANMIANDUIGANGADECHENMO。DUIHUADECHUZHONGBUSHIWEILEXIANGYONGHUTIGONGJIANYIHENEIRONG,ERSHIRANGYONGHUTONGGUOTINGDUNHESIKAO、FANKUIJISHANGJIAYOUJIAZHIDEHUIYING。

  5.YUNXUXIANLIAO。ZUIZHONGYAODESHICICIHUIFANGNENGRANGYONGHUXINRENNI。HAFOSHANGXUEYUANDEYANJIUFAXIAN,GOUTONGGUOCHENGZHONGJIFENZHONGDEXIANLIAONENGYOUXIAODIRANGRENDAKAIXINFEI。

  6. JIYUJIANGLI。DANGNICONGYONGHUNEILIDEDAOLECHAOCHUQIWANGDEDONGXI,DANGRANZUIHAOJIYUTAMENJIANGLILE。XIEXIETAMENWEINIDEYIWENFUCHUDESHIJIAN。TAKEYISHIYIZHANGKAFEIQUANHUOSHICHANPINZHEKOUQUAN。

  B. 用户调查问卷

  DIAOCHAWENJUANSHIZIDONGSHOUJIFANKUIZUIJIANDANDEBANFA。DANGNIJUEDINGZHEIMEZUODESHIHOU,ZHUYIYIXIAJIDIAN:

  1. WENGEXINGHUAWENTI。ZHIDINGGEXINGHUAWENJUANFEICHANGZHONGYAO,ZHEINENGGENGHAODILEJIENIDEYONGHU。

河内快5   2. FUHEPINPAIDIAOXING。NIDEWENJUANYINGKANSHANGQUXIANGSHIGONGSIHUOPINPAIFANGFACHUDE,ERBUSHIDIAOCHAGONGSIFACHUDE。ZUIHAOSHANGMIANYOUGONGSILOGO。

  3. JIANGLICANYUZHE。ZHEIDUIYUWENJUANYEHENZHONGYAO。 DUIYONGHUCANYUWENJUANTIGONGJIANGLI,GANXIETAMENWEICIFUCHUDESHIJIAN。

河内快5   4. DUOQUDAOSHOUJIWENJUAN。YAORANGYONGHUJUEDETIJIAOWENJUANHENFANGBIAN。RUGUOCHANPINSHIZHIYOUDE,NEIMETIGONGKEDAYINDEPDFSHOUJITAMENDEFANKUIJIUHENHELI。RUGUOPINPAICHANGCHANGYUYONGHUZAIDUANXINZHONGGOUTONG,NEIMEYONGHUYEYINGGAINENGGOUTONGGUODUANXINTIJIAOWENJUAN。RANGYONGHUZENMEFANGBIANTIJIAOZENMELAI。

河内快5   5. WENTIXUYAOTIEHEYONGHUTIYAN。NIYEBUXIANGYIGEWENTIWENCHUQU,YOURENDA0FEN,YOURENDA5FEN,ZHEISHUOMINGZHEIGEWENTIDUIYINGDETIYANCHAYITAIDALE,NIYEHENNANCONGZHONGDECHUSHENMEJIANSHEXINGDEJIELUN。SHEZHIJUTIYIDIANDEWENTI,YESHIJIANLIYONGHUXINRENDELINGYIGEZHONGYAOBUZHOU。

河内快5   6. SHOUJIYOULI、ZHUNQUE、YIDONGDEFENXI。DAJIADOUZHIDAO,SHUJUSHUOMINGWENTI。RUGUOBUNENGCONGWENJUANZHONGTILIANYOUXIAODEJIELUN,NEISHILANGFEISUOYOURENDESHIJIAN。

  分析用户反馈:关键词-问题-主题三步法

  SHOUJIDAOLEYONGHUFANKUIZHIHOU,HENZHONGYAODEXIAYIBUSHITILIANFANKUIJIELUN,WEITUANDUISUOYONG。WOXIHUANZHAODAOXIANGGUANGUANJIANCI——YONGHUZAIMIAOSHUHECHANPIN/FUWUGUANXISHI,ZHONGFUSHIYONGDENEIXIECI。YIDANFAXIANYOUXIECIBEIFANFUTIJI,JIUJIXIALAI。BIRUWOZAISHOUJIYONGHUGOUMAILUJINGDEFANKUISHI,HUIJILUZHONGFUCHUXIANDEGUANJIANCI。ZUONEIRONGDESHIHOU,ZHEIXIEGUANJIANCIKEYIRANGYONGHUGENGHAODICHANSHENGGONGMING。YONGHUGENGRONGYILIJIENIDENEIRONG,ZAIGOUMAI/FUGOULIANLUZHONGJIUGENGRONGYIZUOCHUPANDUAN。

河内快5   ZHEISHIYIGEFEICHANGJIANDANDEGUANJIANCISHUJUKUMOBAN。WOZHIJILUYONGHULUJINGZHONGZUICHANGCHUXIANDEGUANJIANCI。

  “YIYONGHUWEIZHONGXIN”DENEIRONGCELVEYUYIBANXINGNEIRONGCELVEZUIDADEBUTONG,HAIZAIYULIYONGYONGHUFANKUI,FANXIANGGUANJIANCICELVE。ZHEIXIEGUANJIANCISHIYONGHUMIAOSHUCHANPIN/FUWUHAOHUOZHEHUAIDEGUANJIANCI,YIWEIZHEYONGTAMENCHUANLIANQILAIDENEIRONG,SHIFUHEJIYOUYONGHU,SHENZHIQIANZAIYONGHUXUQIUDE。ZHEIKEYIBANGZHUNIZAIYONGHULIANLUSHANGTISHENGZHUANHUA。

河内快5   LIYONGXIANGGUANGUANJIANCISHUJUKU,SHENGCHENGYIGEYONGHUZUIGUANXINWENTIQINGDAN。ZHEIXIEZHONGFUDEWENTI,HUICHENGWEINIDESHEJIAOMEITIPOWENZUIHAODEZHUTI。 ZHEIXIENEIRONGNENGJIAOYUNIDEJIYOUYONGHU,HUIDATAMENDEYIWEN。DUISaaSGONGSIERYAN,LIUCUNSHIZUINANDEBUFEN,SUOYIYONGNEIRONGLAIJIEDAYONGHUDEYIWENBINGQIEJIAOYUYONGHU,JIUXIANDEFEICHANGZHONGYAOLE。

  SEOGUANJIANCIFENXISHILINGYIGEHENZHONGYAODEGUOCHENG。NIXIWANGQUEBAONIDEGONGSI/CHANPINZAIYONGHUSOUSUOXIANGYINGGUANJIANCISHINENGDEDAOGENGHAODEPAIMING。JIANGYONGHUFANKUIZUOYONGYUSEOSHANGDEZUIJIASHIJIAN,SHOUXIANXUYAOSHENGCHENGXIANGYINGDEZHUTINEIRONGQINGDAN。ZHEIGEQINGDANNIKEYIBUYONGNONGDEHENHUAQIAO。YIDANZHUNBEIHAOLEXIANGGUANZHUTI,ZAIBATAMENANGUANJIANCIFENLEI,ZUIZHONGNENGZUODAORANGZHEIXIEZHUTIHANGAIBUTONGJIAODUDEGUANJIANCI。BANIDESHEJIAOMEITIXIANGXIANGCHENGXINGYELIDEWEIJIBAIKE,ZAIYIGEZHUTIXIA,TONGGUOBUTONGDEGUANJIANCICHUANQI,FUGAIDAOSUOYOUXIANGGUANXINXI。XIAMIANZHEIGESHIWOYONGDEZHUTIFENLEIMOBAN。

  制定内容日历

  NEIRONGRILIYINGGAIZHIXIANGJUTISHIJIANLIDEJUTIPOWENRENWU。ZAIRILILILIUCHUGONGZHONGJIAQI,LIUYIYINGXIAODEDANWANGJI。

  在用户经常停留的渠道宣传

  YIYANGNIKEYITONGGUOYONGHUFANKUI,LEJIENIDEYONGHUZUICHANGQUDESHEJIAOMEITIQUDAO,YOUQUDAOCEZHONGDITUIGUANGNEIRONG。HAIKEYIBANEIRONGNADAOYONGHUSHEQUNFENXIANG,YIZEHAODENEIRONG,MEILIYOUZHIBEIFENXIANGYICIDE。

  总结

  ZHIDING“YIYONGHUWEIZHONGXIN”DENEIRONGKEYIBANGZHUNIGONGGUXIANYOUYONGHU,TUOZHANQIANZAIYONGHU。NEIRONGSHIXIANYOUYONGHUJIXULEJIEGONGSIHUOCHANPINDEDIFANG,YESHIJIEDATAMENDEYIWENDEDIFANG。NEIRONGHAIKEYISHIQIANZAIYONGHUAISHANGPINPAI/CHANPIN/GONGSIWENHUADEDIFANG。DANGNEIRONGJUJIAORUHEGENGHAODIFUWUYONGHU,NEIRONGJIUSHIZUIHAODEYINGXIAOCELVE。

河内快5   #ZUOZHEJIESHAO:Adrienne CENGJINGBANGZHUBUSHAOSaaSGONGSIYOUHUAYONGHUTIYAN,LINGYONGHUHEYINGSHOUTUPOZENGZHANG。 TASHIYIMINGYONGHUTIYANCELVEZHUANJIA,DUINEIRONGYINGXIAOHESHEQUNYINGXIAOCHONGMANREQING。TADEZUOYOUMINGSHI “A little bit of human goes a long way”。


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