法则一: 精准定位

Rule 1: Precise positioning

要实现有效的引流，首要任务是精准地选择目标人群。如果选错了人群，那么吸引到的将全是无效流量，因此也就更别说变现了。因此，精准的定位目标人群是成功引流的关键步。

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.

具体而言，需要确定产品或服务的目标受众，并清晰地描绘出这个目标受众的用户画像。这样，我们才能有针对性地寻找用户聚集的平台，为后续的引流工作做好准备。

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.

在描绘用户画像时，我们可以从以下几个维度出发：

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

用户的基本情况：①这包括目标受众的具体对象（如小学生、大学生等）②地域分布（省份、城市、学校等）③性别以及学历水平（主要针对成人用户）用户的使用习惯/Use habits包括他们通常在什么时间段使用我们的产品或服务、是通过线上的电脑、APP、小程序还是线下渠道进行使用等，以及他们的活跃状态，即在什么时间段会进行什么样的活动。用户的需求/demand这部分主要关注的是目标受众在某些方面的缺乏感。例如，成人用户可能存在职业规划、证书、职场技能等方面的需求，而家长用户可能存在亲子关系、指导、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.

法则二: 明确痛点

Rule 2: Identify pain points

在拥有了精准的用户定位和明确的平台目标之后，我们需要提供具有吸引力的具体引流产品。这种产品可以以课程、资料或活动的形式呈现。为了确保吸引到目标用户，我们需要明确用户的痛点，即他们关心的问题。

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.

以下是几种实现引流的方法：

Here are several methods to achieve drainage:

调研问卷：根据用户画像设计具有针对性的问卷，经过小白测试后进行投放，收集并分析问卷结果，以便找出用户关心的问题。根据这些问题，我们可以针对性地设计引流产品。观察对手?/Observe the opponent如果竞争对手举办的活动取得了较好的效果，我们可以迅速跟进。但在此之前，我们需要确保我们的产品和活动与他们的有足够的重叠度，否则复制活动可能无法达到预期的效果。热点日历?/Hotspot calendar根据行业特点提前列出可借势的节日或活动日历，尽早规划相关的引流产品，以防止错过的引流时机。

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.

法则三: 降低成本

Rule Three: Reduce Costs

引流的过程实际上是引导用户从一个平台迁移到另一个平台或邀请好友加入的过程，这个过程中必然会产生用户流失。然而，我们可以采取一些策略来尽量减轻这种情况。

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，降低用户行为成本是根本原则。而实现这一原则的方法就是优化引流流程。

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.

优化流程意味着对从发布引流产品到用户获得引流产品的每一步细节进行细致的调整和迭代，通过这种层层控制的方式来减少用户流失。

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，某的在线教育机构曾经使用了一种“1元解锁”的裂变流玩法。在用户解锁环节中，他们通过A/B测试的方式比较了不同的引导关注公众号的方式，并终采用分步骤引导的方式，成功将关注率提升到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%.

这个案例清楚地显示，通过优化流程，我们可以显著提高引流效果。除了减少流失，在设计引流路径时，我们还可以利用流程优化的思想来关注传播细节。

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.

法则四: 控制率

Rule 4: Control investment return rate

让我们面对一个现实，那就是任何引流形式都伴随着一定的成本，不论大小。

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

对于平台引流：

For platform drainage:

虽然不需要直接支付费用，但投入的运营精力可以被认为是的成本。此外，为了维护粉丝关系，提供一些奖品也需要投入资金。

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.

对于裂变引流：

For fission drainage:

无论是课程、资料，还是图书、教具等引流产品，常常采用特价甚的形式来吸引用户。这些让出去的部分可以被视为成本。

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，那想办法提升转化率，以收入抵冲。

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

保证合理的ROl需要一套完备的转化策略，既要考虑业务本身如形态、、服务，也要考虑转化流程、执行细节、人员配置等，如果可以做好这些，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.