How to write the drainage plan? A five-step equation, teaching you to break the game easily! (with dry goods tutorial)

Is drainage difficult? Maybe it's hard for you, just like it is for a big tiger. When I first learned drainage, if others were white, then I must be white.

Looking at the mountain of drainage methods, I think I see a treasure. I get a little from this and a little from that. I didn't understand every move in the end.

And with the change of some rules, I found that many drainage methods are no longer practical.

I didn't know until it was dark and I thought silently. I really learned one trick after another and wasted so much time.

Later, I stopped taking pictures, and I began to think about these awesome drainage methods:

Have they ever had sex with each other? Can we find drainage opportunities and make drainage plans according to these characteristics?

To this end, I dismantled more than 100 drainage methods and summarized a set of general drainage equations. According to this set of equations, I have worked out dozens of explosion drainage schemes, large and small.

In the case of single-person operation, some schemes bring me tens or hundreds of traffic every day, and even thousands of traffic when it is high. (If you zoom in, it can actually be higher. )

Why is this equation so magical? I will simply disassemble it today, which I believe will be of great inspiration and help to you.

Drainage is like fishing. You must master the whole process and key points of fishing. Among them, the following five points are crucial:

These five points correspond to the five steps of drainage respectively, which is also the whole workflow of drainage. I call it the five-step drainage equation, namely CPCBP.

C refers to the crowd, that is, the crowd; P refers to fish ponds, that is, fish ponds; C stands for content, that is, content; B refers to bait, that is, bait; P means private domain, which means private domain.

Five-step drainage equation△

The above five points correspond to the drainage link: locating the crowd (C)→ finding the fish pond (P)→ showing the content (C)→ throwing bait (B)→ guiding the private domain (p), which is the five-step equation of drainage.

Let's break down the specific operational ideas and methods of these five steps:

Positioning the crowd is the first step in any drainage operation. In this step, you need to know who your target customers are, whether they are Ma Bao, student party or office workers.

And it is best to draw a crowd portrait of your target customers, so as to better understand your target customers and pave the way for a series of drainage actions in the future.

So, how do you identify your target customers and paint a portrait of the crowd for them? Here are some steps:

0 1 Establish a crowd attribute database

The population attribute database can be constructed from four dimensions: demographic characteristics, psychostatistical characteristics, geostatistics characteristics and vertical domain characteristics, as well as other division dimensions.

For example:

Demographically, there are age, gender, income, occupation and so on.

In psychostatistics, there are personality, hobbies, needs, goals and so on.

In geostatistics, there are city levels, working cities and regions.

In the vertical field, there are photographers, gourmets and music lovers.

You need to list these attributes through brainstorming, association and other methods, put them in the crowd attribute library, and then use them when needed.

02 Filter out related attributes.

When you set up a database of crowd attributes, you can't take all the attributes as the factors to divide the target customers, but filter out some attributes related to your products and services.

Only by screening the related attributes can you draw your crowd portrait better and more accurately.

03 Visualize target attributes

After filtering out these related attributes, you need to describe your target customers according to these attributes.

For example, how old are they? What are their occupations? What cities are they in?

According to the selected related attributes, the process of describing your target customers item by item is called objectifying target attributes.

Draw a portrait of the crowd.

Through the above three steps, you already know who your target customers are. But it's not over yet ...

You also need to describe these attributes, and use some related software to visualize the data and descriptions in the form of tables, text clouds, distribution maps and other appropriate forms. Finally, a complete portrait of the crowd was drawn.

Besides knowing who the target customers are, you also need to know where they will be. The place where the target customers gather is called the fish pond.

How to find the fish pond where the target customer is located? There are five ways:

0 1 competitor

The customers of competitors are generally your target customers.

For example, if you sell a certain kind of cosmetics, those who sell other kinds of cosmetics are your competitors, and their customers are often your target customers.

How to get your target customers from competitors? There are two ways:

(1) alternative method

If your product has an independent selling point and value compared with competitors, it is also very attractive to target customers.

Then, you can attract customers from competitors to your own fish pond by selling similar alternative products.

For a simple example,

If you need to attract some food lovers, you can imitate some food bloggers. Like them, make food courses to attract your target customers.

(2) Complementary method

Complementary products refer to different types of products with complementary relations, and they often need to be used together.

For example, shoes and clothes are complementary products.

If you sell basketball shoes, basketball shoes and basketball are complementary. Therefore, there will be the target customers you want in the basketball business.

02 front chain

Before customers understand and buy a product, they often have a series of preliminary actions. You need to know these possible actions clearly and try to intercept them.

So as to guide them to understand and buy your products instead of letting them flow into competitors.

For example, some people are used to asking Baidu before they know and buy a product. They will search for some related keywords. Just as your information content ranks high, customers may click to learn about your products.

03 different in the same group

Homologous heterogeneity refers to different product categories of the same target group. For example, groups like Ma Bao have diverse needs, such as diapers, baby chairs, early education classes and so on.

If you sell diapers, you can cooperate with the early education classes, and in turn, they can cooperate with you to meet the different needs of the baby mothers.

The way for the same group to obtain traffic is integration and cooperation.

04 vertical platform

A subdivision platform of an industry or field will generally gather a group of similar people. These vertical platforms, like sieves, help you divide and gather the target population.

If you sell maternal and child products, then some platforms (including apps, websites, forums, etc. ) About maternal and child products, a large number of users of maternal and child products will gather, and these users are basically your target customers.

05 public pond

Traffic can be divided into public traffic and private traffic, and public pool refers to public traffic pool.

You need to attract your target customers with valuable content in a large traffic pool and turn them into your private domain traffic.

For example, Tik Tok, A auto Hurry Up, Today's Headlines, etc. are typical commons ponds.

After you make the published content, the platform will recommend and expose your works according to the recommendation rules, so as to achieve the purpose of absorbing powder in the public domain.

Getting traffic from the pool is like the process of big waves scouring the sand. You need to produce a lot of high-quality content to filter and select accurate target customers.

When you decide on the fish pond, you need to attract the attention of the target customers through the content. The content includes videos, articles, pictures, voice and other forms.

Show your fans what you need and what they care about.

When we use some platforms to display content, it is roughly divided into such a workflow: positioning packaging → content production → publishing interaction → repeated optimization.

Content display, exposure, post-adjustment and optimization can all refer to this workflow.

If the content is to let the target customers find you, then the bait is to let the target customers find you. You need to put bait that your target customers like in your presentation.

Bait can be virtual or physical. Virtual ebooks, videos, pictures, etc. And physical objects are all kinds of physical products.

The core of bait is altruistic value ("he" refers to the target customer), and the customer comes for value.

What kind of bait do you choose? There are three elements in judgment:

1. High value:

Only high-value bait can effectively attract users.

2. Low cost:

Baits are usually given away for free, so the cost should be controlled.

3. Related:

Bait needs to be associated with your target product and service.

The private sector is like your own fish pond. When you put drainage bait in someone else's fish pond, you need to guide the target customer to your private field through a series of words.

At this stage, you need to focus on the following four aspects: flow guidance, receiving methods, bait distribution and retention and maintenance.

The first is to take the content as the carrier, and put bait+speech in the content to guide the traffic. After the traffic comes, you need to design a way to accept the traffic, so that the traffic can smoothly transition to your target private domain. Then give them bait, and store and maintain them.

This completes the closed loop of the whole drainage. What needs to be considered later is how to transform and realize.

After reading this drainage equation, do you think you will still lack flow? If it's gone, maybe you didn't take action.

Of course, the above is only a brief introduction to this equation. Due to the limited space, more specific operational details and materials were not put up.

If you are interested, welcome to have a deeper communication with me, I will know everything. Good luck!