2017 Taiwan Growth Hacker Annual Conference: To promote user growth, why not first decouple brand and content

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWrSkDQKntzqtI0gqOsFAQVGxUbRh2-qP_9asickvF0zeCg7 6e9fhyLdqeab39k3QYto0q7xJeqCBQbfDIyJGZTIXoj_HlH44RBmQ0H-6Yu1joCcH0DjUIl7HFAQLRN_FxwE_Z9_yjqmG-/s1600/growth.jpg)

Wang Yucheng (Albert) has been working in Silicon Valley in the United States for ten years and participated in the rapid growth of LinkedIn from a new start-up to a very large Internet company. This time he was invited to analyze how understanding human nature and paying attention to design can bring unprecedented growth to enterprises from the perspective of examples and methodology.

As we all know, in order to continue to increase potential customers, e-commerce companies have tried various methods and channels in recent years, all hoping to find a “sure-fire” trick. But besides running Facebook ads, are there other ways?

Bloomreach Product Design Director Wang Yucheng, at [This Growth Hacker Annual Conference](https://www.contenthacker.today/search/label/%E8%87%BA%E7%81%A3%E6%88%90%E9%9 5%B7%E9%A7%AD%E5%AE%A2%E5%B9%B4%E6%9C%83) shared his past investment in LinkedIn from three perspectives: adding new users, promoting the growth of existing customers and winning back dormant users. User experience（User Experience) and what methods should be used to promote user growth?

Lesson 1: Use SEO to attract customers and use CTA to promote visitor action

When searching for a person’s name on Google, the first thing you usually find is the LinkedIn page. LinkedIn will then ask visitors to leave their information to register before they can see further information.

There is also a website that specializes in helping people remodel their kitchens. They also use the same method when consumers search for “remodel kitchen” on Google to direct them to a specific web page, and then require visitors to register and read it for free.

These are used to estimate when consumers will be interested in products or services (consumers actively search, which means there is a specific meaning behind it), and then push them to invite visitors to register and leave their information for the next step of marketing activities.

If you are worried that the questionnaire is too complicated and will cause visitors to run away, you can break up the questions and ask for the most important basic contact information first, and then ask for other information in batches.

Lesson 2: Promote business through non-affiliate content marketing

Currently, the rapidly growing B2B customer service brand [Gainsight] (https://www.gainsight.com/) provides “customer service skills” content to attract potential B2B users through the establishment of self-media. Their practices include:

*The content does not specifically emphasize the Gainsight brand.

• Purchase traffic from other content platforms or SEM platforms.

• Use content to attract people and accumulate email lists.

• Use email lists to attract potential users to attend the annual Pulse 2018 customer service professional seminar event.

• The seminar only focuses on customer service professional discussions and does not use the Gainsight brand.

• Gainsight’s business team uses seminars to contact users and generate accurate lists.

It is particularly worth mentioning that Gainsight deliberately decouples the brand from the content so that the content remains independent.

Lesson 3: Use users’ preferences to improve services

LinkedIn uses a variety of tactics to proactively ask registered users questions to obtain lists, or to enhance features through feedback.

• Ask members about their purpose of joining LinkedIn to increase membership stickiness.

• Ask members to recommend people to link to. Candidates can be guessed from the member’s contact list or the web pages they have visited. Members are encouraged to import their Google or Yahoo! contacts.

• People you may know: Recommended links are generated from relatives and friends who may be known to members based on their workplace, school, etc.

Lesson 4: Recover dormant users using email

In North America, LinkedIn often uses email to attract users who do not often take action. When sending emails, you need to pay attention to things that users care about:

• Users hate robotic email content.

• Users love to see their own Profile (Profile).

• Users like to interact with other people.

• Give users a sense of competition with each other.

Therefore, the Call-to-Action designed by LinkedIn uses email to remind users who has viewed their profile, and will also remind users whether their profile has become the top 1% most viewed.

Another example is Grammerly, which is a very practical English writing checking tool abroad. After uploading the article, it will automatically check whether the English article has punctuation, spelling, grammar or tense errors. What’s interesting is that it will proactively send out emails to prompt members to write more grammatically correct sentences?

In order to stimulate learning, the website will also list the correct ranking of learners compared with other members, and also incorporates a gamification mechanism.

Learning: A good user experience is to give up selling marketing

The good “user experience” shared by Wang Yucheng at the annual meeting, in simple terms, is to try to downplay the relationship between the brand and the content, so that the target audience simply finds the content useful. Then, further design the call-to-action and gradually convert it into a list.

After listening to this forum, I know: It is the wish of many people to do a good job in sales in one step, but we have to pay attention to the principle of “counterproductive”, and sometimes haste will lead to waste in speed. Don’t forget that Taiwanese people are very accustomed to doing business first before talking about relationships, and this happens to be a very important insight into social and cultural habits.

★ Content Hacking Activity Preview:

• January 2018 Content Hacking Lecture (CHL3)─Create your content marketing strategy

• February 2018 Content Hacking Lecture (CHL4)─Creating calls to action for your content

---

Further reading

• 2017 Taiwan Growth Hacker Annual Conference: How can e-commerce players regain content dominance from Facebook?
• Master the secret skills: 2016-2017 Taiwan Growth Hacker Annual Conference Essence Lazy Pack
• 2017 Taiwan Growth Hacker Annual Conference: Make good use of content and growth thinking to make email marketing even more powerful

---