法則一: 精準(zhǔn)定位

Rule 1: Precise positioning

要實(shí)現(xiàn)有效的引流，首要任務(wù)是精準(zhǔn)地選擇目標(biāo)人群。如果選錯了人群，那么吸引到的將全是無效流量，因此也就更別說變現(xiàn)了。因此，精準(zhǔn)的定位目標(biāo)人群是成功引流的關(guān)鍵步。

To achieve effective drainage, the primary task is to accurately select the target audience. If you choose the wrong audience, all you will attract will be invalid traffic, let alone monetization. Therefore, precise targeting of the target audience is the key first step in successful drainage.

具體而言，需要確定產(chǎn)品或服務(wù)的目標(biāo)受眾，并清晰地描繪出這個目標(biāo)受眾的用戶畫像。這樣，我們才能有針對性地尋找用戶聚集的平臺，為后續(xù)的引流工作做好準(zhǔn)備。

Specifically, it is necessary to first determine the target audience of the product or service and clearly depict the user profile of this target audience. In this way, we can search for platforms where users gather in a targeted manner and prepare for subsequent traffic diversion work.

在描繪用戶畫像時，我們可以從以下幾個維度出發(fā)：

When depicting user profiles, we can start from the following dimensions:

用戶的基本情況：①這包括目標(biāo)受眾的具體對象（如小學(xué)生、大學(xué)生等）②地域分布（省份、城市、學(xué)校等）③性別以及學(xué)歷水平（主要針對成人用戶）用戶的使用習(xí)慣/Use habits包括他們通常在什么時間段使用我們的產(chǎn)品或服務(wù)、是通過線上的電腦、APP、小程序還是線下渠道進(jìn)行使用等，以及他們的活躍狀態(tài)，即在什么時間段會進(jìn)行什么樣的活動。用戶的需求/demand這部分主要關(guān)注的是目標(biāo)受眾在某些方面的缺乏感。例如，成人用戶可能存在職業(yè)規(guī)劃、證書、職場技能等方面的需求，而家長用戶可能存在親子關(guān)系、指導(dǎo)、教育方法等方面的需求。

Basic user information: ① This includes the specific target audience (such as elementary school students, college students, etc.) ② Regional distribution (province, city, school, etc.) ③ Gender and educational level (mainly for adult users) ③ User usage habits/These habits include when they usually use our products or services, whether they use online computers, apps, mini programs, or offline channels, as well as their activity status, that is, what activities they will engage in during what time period. The user's needs/demand section mainly focuses on the target audience's lack of awareness in certain aspects. For example, adult users may have needs for career planning, professional certificates, workplace skills, etc., while parent users may have needs for parent-child relationships, academic guidance, educational methods, etc.

法則二: 明確痛點(diǎn)

Rule 2: Identify pain points

在擁有了精準(zhǔn)的用戶定位和明確的平臺目標(biāo)之后，我們需要提供具有吸引力的具體引流產(chǎn)品。這種產(chǎn)品可以以課程、資料或活動的形式呈現(xiàn)。為了確保吸引到目標(biāo)用戶，我們需要明確用戶的痛點(diǎn)，即他們關(guān)心的問題。

After having precise user positioning and clear platform goals, we need to provide attractive and specific drainage products. This product can be presented in the form of courses, materials, or activities. To ensure attracting target users, we first need to identify their pain points, which are the issues they are most concerned about.

以下是幾種實(shí)現(xiàn)引流的方法：

Here are several methods to achieve drainage:

調(diào)研問卷：根據(jù)用戶畫像設(shè)計(jì)具有針對性的問卷，經(jīng)過小白測試后進(jìn)行投放，收集并分析問卷結(jié)果，以便找出用戶關(guān)心的問題。根據(jù)這些問題，我們可以針對性地設(shè)計(jì)引流產(chǎn)品。觀察對手?/Observe the opponent如果競爭對手舉辦的活動取得了較好的效果，我們可以迅速跟進(jìn)。但在此之前，我們需要確保我們的產(chǎn)品和活動與他們的有足夠的重疊度，否則復(fù)制活動可能無法達(dá)到預(yù)期的效果。熱點(diǎn)日歷?/Hotspot calendar根據(jù)行業(yè)特點(diǎn)提前列出可借勢的節(jié)日或活動日歷，盡早規(guī)劃相關(guān)的引流產(chǎn)品，以防止錯過的引流時機(jī)。

Survey questionnaire: Design targeted questionnaires based on user profiles, conduct testing with novices, collect and analyze questionnaire results, in order to identify the issues that users are most concerned about. Based on these issues, we can design targeted drainage products. Observing opponents/ If the competitor's event achieves good results, we can quickly follow up. But before that, we need to ensure that our products and activities have sufficient overlap with theirs, otherwise replicating activities may not achieve the expected results. Hot calendar/ Hotspot calendar lists in advance holiday or event calendars that can be leveraged based on industry characteristics, and plans related traffic products as early as possible to prevent missing the best traffic opportunities.

法則三: 降低成本

Rule Three: Reduce Costs

引流的過程實(shí)際上是引導(dǎo)用戶從一個平臺遷移到另一個平臺或邀請好友加入的過程，這個過程中必然會產(chǎn)生用戶流失。然而，我們可以采取一些策略來盡量減輕這種情況。

The process of traffic diversion is actually a process of guiding users to migrate from one platform to another or inviting friends to join, which inevitably leads to user churn. However, we can adopt some strategies to minimize this situation as much as possible.

其中，降低用戶行為成本是根本原則。而實(shí)現(xiàn)這一原則的方法就是優(yōu)化引流流程。

Among them, reducing the cost of user behavior is the fundamental principle. The only way to achieve this principle is to optimize the drainage process.

優(yōu)化流程意味著對從發(fā)布引流產(chǎn)品到用戶獲得引流產(chǎn)品的每一步細(xì)節(jié)進(jìn)行細(xì)致的調(diào)整和迭代，通過這種層層控制的方式來減少用戶流失。

Optimizing the process means carefully adjusting and iterating every detail from publishing traffic products to users obtaining traffic products, reducing user churn through this layered control approach.

例如，某的在線教育機(jī)構(gòu)曾經(jīng)使用了一種“1元解鎖”的裂變流玩法。在用戶解鎖環(huán)節(jié)中，他們通過A/B測試的方式比較了不同的引導(dǎo)關(guān)注公眾號的方式，并終采用分步驟引導(dǎo)的方式，成功將關(guān)注率提升到95%。

For example, a leading online education institution once used a "1-yuan unlock" fission stream gameplay. In the user unlocking phase, they compared different ways of guiding attention to the official account through the A/B test, and finally adopted the step-by-step guidance method, successfully raising the attention rate to 95%.

這個案例清楚地顯示，通過優(yōu)化流程，我們可以顯著提高引流效果。除了減少流失，在設(shè)計(jì)引流路徑時，我們還可以利用流程優(yōu)化的思想來關(guān)注傳播細(xì)節(jié)。

This case clearly shows that by optimizing the process, we can significantly improve the drainage effect. In addition to reducing churn, we can also use the idea of process optimization to focus on dissemination details when designing drainage paths.

法則四: 控制率

Rule 4: Control investment return rate

讓我們面對一個現(xiàn)實(shí)，那就是任何引流形式都伴隨著一定的成本，不論大小。

Let's face the reality that any form of drainage comes with a certain cost, regardless of its size.

對于平臺引流：

For platform drainage:

雖然不需要直接支付費(fèi)用，但投入的運(yùn)營精力可以被認(rèn)為是的成本。此外，為了維護(hù)粉絲關(guān)系，提供一些獎品也需要投入資金。

Although no direct payment is required, the operational effort invested can be considered the biggest cost. In addition, in order to maintain fan relationships, providing some prizes also requires investment of funds.

對于裂變引流：

For fission drainage:

無論是課程、資料，還是圖書、教具等引流產(chǎn)品，常常采用特價(jià)甚的形式來吸引用戶。這些讓出去的部分可以被視為成本。

Whether it's courses, materials, books, teaching aids, or other traffic generating products, they often use special prices or even free forms to attract users. These released parts can be considered as costs.

引流需要投入，那想辦法提升轉(zhuǎn)化率，以收入抵沖。

Drainage requires investment, so find ways to increase conversion rates and offset them with income.

保證合理的ROl需要一套完備的轉(zhuǎn)化策略，既要考慮業(yè)務(wù)本身如形態(tài)、、服務(wù)，也要考慮轉(zhuǎn)化流程、執(zhí)行細(xì)節(jié)、人員配置等，如果可以做好這些，基本就能成功。

Ensuring a reasonable ROL requires a comprehensive conversion strategy that considers both the business itself, such as form, price, and service, as well as the conversion process, execution details, personnel configuration, etc. If these can be done well, success can be achieved.