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<ol class="chapter"><li class="chapter-item expanded "><a href="index.html"><strong aria-hidden="true">1.</strong> 精益副业</a></li><li class="chapter-item expanded "><a href="01.html"><strong aria-hidden="true">2.</strong> 为什么副业特别重要</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="0101.html"><strong aria-hidden="true">2.1.</strong> 职业可能性</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="010101.html"><strong aria-hidden="true">2.1.1.</strong> 职业的四大象限</a></li><li class="chapter-item expanded "><a href="010102.html"><strong aria-hidden="true">2.1.2.</strong> 没有副业的职业</a></li><li class="chapter-item expanded "><a href="010103.html"><strong aria-hidden="true">2.1.3.</strong> 副业带来的可能性</a></li></ol></li><li class="chapter-item expanded "><a href="0102.html"><strong aria-hidden="true">2.2.</strong> 职业自由度</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="010201.html"><strong aria-hidden="true">2.2.1.</strong> 从中指备用金说起</a></li><li class="chapter-item expanded "><a href="010202.html"><strong aria-hidden="true">2.2.2.</strong> PlanB和反脆弱</a></li><li class="chapter-item expanded "><a href="010203.html"><strong aria-hidden="true">2.2.3.</strong> 全新的工作自由度</a></li></ol></li><li class="chapter-item expanded "><a href="0103.html"><strong aria-hidden="true">2.3.</strong> 职业成长性</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="010301A.html"><strong aria-hidden="true">2.3.1.</strong> 新技术练兵场</a></li><li class="chapter-item expanded "><a href="010302.html"><strong aria-hidden="true">2.3.2.</strong> 业务敏感度</a></li></ol></li></ol></li><li class="chapter-item expanded "><a href="02.html"><strong aria-hidden="true">3.</strong> 如何优雅地做副业</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="0201.html"><strong aria-hidden="true">3.1.</strong> 想明白核心资源和核心优势</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="020101.html"><strong aria-hidden="true">3.1.1.</strong> 副业的核心资源</a></li><li class="chapter-item expanded "><a href="020102.html"><strong aria-hidden="true">3.1.2.</strong> 副业的核心优势</a></li></ol></li><li class="chapter-item expanded "><a href="0202.html"><strong aria-hidden="true">3.2.</strong> 时间片</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="020201.html"><strong aria-hidden="true">3.2.1.</strong> 时间片的销售</a></li><li class="chapter-item expanded "><a href="020202.html"><strong aria-hidden="true">3.2.2.</strong> 时间片的优化</a></li><li class="chapter-item expanded "><a href="020203.html"><strong aria-hidden="true">3.2.3.</strong> 突破时间片限制</a></li></ol></li><li class="chapter-item expanded "><a href="0203.html"><strong aria-hidden="true">3.3.</strong> 资产和被动收入</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="020301.html"><strong aria-hidden="true">3.3.1.</strong> 什么是资产</a></li><li class="chapter-item expanded "><a href="020302.html"><strong aria-hidden="true">3.3.2.</strong> 资产的获得方式</a></li><li class="chapter-item expanded "><a href="020303.html"><strong aria-hidden="true">3.3.3.</strong> 资产的量化评估</a></li></ol></li></ol></li><li class="chapter-item expanded "><a href="03.html"><strong aria-hidden="true">4.</strong> 优选资产</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="0301.html"><strong aria-hidden="true">4.1.</strong> 知识和人脉的变现</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="030101.html"><strong aria-hidden="true">4.1.1.</strong> 付费视频课</a></li><li class="chapter-item expanded "><a href="030102.html"><strong aria-hidden="true">4.1.2.</strong> 付费专栏</a></li><li class="chapter-item expanded "><a href="030103.html"><strong aria-hidden="true">4.1.3.</strong> 付费社群</a></li><li class="chapter-item expanded "><a href="030104.html"><strong aria-hidden="true">4.1.4.</strong> 图书出版</a></li></ol></li><li class="chapter-item expanded "><a href="0302.html"><strong aria-hidden="true">4.2.</strong> 自有产品和服务</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="030201.html"><strong aria-hidden="true">4.2.1.</strong> 应用市场卖APP</a></li></ol></li></ol></li><li class="chapter-item expanded "><a href="04.html"><strong aria-hidden="true">5.</strong> 精益副业</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="0401.html"><strong aria-hidden="true">5.1.</strong> 精益副业流程</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="040104.html"><strong aria-hidden="true">5.1.1.</strong> 商业模式画布</a></li><li class="chapter-item expanded "><a href="040105.html"><strong aria-hidden="true">5.1.2.</strong> 最小可行产品和产品市场契合</a></li></ol></li><li class="chapter-item expanded "><a href="0403.html"><strong aria-hidden="true">5.2.</strong> 精益独立开发实践</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="040301.html"><strong aria-hidden="true">5.2.1.</strong> 独立开发的精益流程</a></li><li class="chapter-item expanded "><a href="040302.html"><strong aria-hidden="true">5.2.2.</strong> 福利单词项目简介</a></li><li class="chapter-item expanded "><a href="040303.html"><strong aria-hidden="true">5.2.3.</strong> 福利单词的商业模式画布</a></li><li class="chapter-item expanded "><a href="040304.html"><strong aria-hidden="true">5.2.4.</strong> 通过用户画像细化客户</a></li><li class="chapter-item expanded "><a href="040305.html"><strong aria-hidden="true">5.2.5.</strong> 画像→场景→功能和分期</a></li><li class="chapter-item expanded "><a href="040306.html"><strong aria-hidden="true">5.2.6.</strong> 什么是好的商业设计</a></li><li class="chapter-item expanded "><a href="040307.html"><strong aria-hidden="true">5.2.7.</strong> 人人能用的四大原则</a></li><li class="chapter-item expanded "><a href="040308.html"><strong aria-hidden="true">5.2.8.</strong> 独特Logo解决方案</a></li><li class="chapter-item expanded "><a href="040309.html"><strong aria-hidden="true">5.2.9.</strong> 使用AdobeXD设计界面</a></li><li class="chapter-item expanded "><a href="040310.html"><strong aria-hidden="true">5.2.10.</strong> 个人支付解决方案</a></li><li class="chapter-item expanded "><a href="040311.html"><strong aria-hidden="true">5.2.11.</strong> 使用「兔小巢」处理用户反馈</a></li><li class="chapter-item expanded "><a href="040312.html"><strong aria-hidden="true">5.2.12.</strong> 2A3R漏斗和增长优化</a></li></ol></li><li class="chapter-item expanded "><a href="0402.html"><strong aria-hidden="true">5.3.</strong> 精益网课变现实践</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="040207.html"><strong aria-hidden="true">5.3.1.</strong> 大纲的注意点</a></li><li class="chapter-item expanded "><a href="040209.html"><strong aria-hidden="true">5.3.2.</strong> 通过预售验证销量</a></li><li class="chapter-item expanded "><a href="040210.html"><strong aria-hidden="true">5.3.3.</strong> 常见的课程片段类型</a></li><li class="chapter-item expanded "><a href="040211.html"><strong aria-hidden="true">5.3.4.</strong> 文稿讲义类课程片段的制作</a></li><li class="chapter-item expanded "><a href="040212.html"><strong aria-hidden="true">5.3.5.</strong> 屏幕录制类课程片段的制作</a></li><li class="chapter-item expanded "><a href="040213.html"><strong aria-hidden="true">5.3.6.</strong> 真人出镜类课程片段的制作</a></li><li class="chapter-item expanded "><a href="040214.html"><strong aria-hidden="true">5.3.7.</strong> 虚拟形象类课程片段的制作</a></li><li class="chapter-item expanded "><a href="040215.html"><strong aria-hidden="true">5.3.8.</strong> 最常用的视频剪辑操作</a></li><li class="chapter-item expanded "><a href="040216.html"><strong aria-hidden="true">5.3.9.</strong> 最常用的音频处理操作</a></li><li class="chapter-item expanded "><a href="040217.html"><strong aria-hidden="true">5.3.10.</strong> 字幕的制作和自动生成</a></li><li class="chapter-item expanded "><a href="040218.html" class="active"><strong aria-hidden="true">5.3.11.</strong> 流量池和二次购买</a></li><li class="chapter-item expanded "><a href="040219.html"><strong aria-hidden="true">5.3.12.</strong> 如何有效地反盗版</a></li></ol></li><li class="chapter-item expanded "><a href="0404.html"><strong aria-hidden="true">5.4.</strong> 进一步提升副业的鲁棒性</a></li><li><ol class="section"><li class="chapter-item expanded "><a href="040401.html"><strong aria-hidden="true">5.4.1.</strong> 网课+独立开发的双引擎副业模式</a></li></ol></li></ol></li></ol>
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<h1 id="流量池和二次购买"><a class="header" href="#流量池和二次购买">流量池和二次购买</a></h1>
<p>课程制作完成上线以后，并没有结束。长征才刚刚开始，我们需要不断得去运营它。这一节就来聊一聊流量池和二次购买。</p>
<h2 id="没有流量池的情况"><a class="header" href="#没有流量池的情况">没有流量池的情况</a></h2>
<p>先来看一下在没有流量池的情况下，课程转化是什么样子的。</p>
<p><img src="images/755371ed512e7344cd661dffb9e892a5ccb0abdb1b705d879ab86bfe702c6e90.png" alt="picture 26" /></p>
<p>首先，我们将自有的或者购买的流量引导到课程页面，以触发销售转化。但如果我们没有采取更多措施，之后这个流量就走掉了。当上架新课时，又需要重新寻找或购买流量。</p>
<p>这种方式优点是简单，但今天操作起来问题很大，因为我们已经错过了之前流量爆炸的时代，现在流量已经很贵了，这么浪费太可惜。那么，能不能把流量囤起来，供以后使用呢？</p>
<h2 id="学员池"><a class="header" href="#学员池">学员池</a></h2>
<p><img src="images/2ff942348109754e7fc16c31c2cc3ed29492662e53d8a4b577db90982582883f.png" alt="picture 27" /></p>
<p>最简单的操作就是，把购买过课程的学员放到「学员池」里。当上架新课程以后，可以直接给他们发通知进行销售。这样就实现了流量的二次使用。很多同学觉得这是显而易见的，但事实上在操作的时候却很容易出问题。</p>
<p>比如说，很多讲师只是直接使用课程平台进行学员管理，而很多的平台不允许讲师给学员批量发送私信，甚至还会做关键字过滤。这种情况下，我们对学员的触达能力是非常弱的，需要建立更可控的流量池来替代。</p>
<h2 id="访客池"><a class="header" href="#访客池">访客池</a></h2>
<p><img src="images/da40ef4a001db5059cb2ad7691efefeb3492353f56ad7855419d0833d0260970.png" alt="picture 28" /></p>
<p>学员池重用了已经购买过课程的流量，但更多的没有购买课程的访客流量还是流失了。所以我们还可以更进一步，来做访客池。</p>
<p>把我们课程中有意思、有传播点的内容做成免费的素材，进行多渠道分发，把用户吸引过来并放到这个池子里，以备以后发送通知、触发销售。</p>
<p>常用的渠道包括：</p>
<ol>
<li>搜索引擎</li>
<li>社交网络</li>
<li>媒体平台</li>
<li>课程平台</li>
<li>行业网站</li>
</ol>
<p>学员池和访客池是我们最主要的两种流量池。</p>
<h2 id="构造流量池的工具"><a class="header" href="#构造流量池的工具">构造流量池的工具</a></h2>
<p>互联网发展到现在，各种产品已经极大的丰富，所以有大量的工具可以用来构造流量池。因为课程销售有非常明确的商业诉求，所以我们对流量池也有相对明确的评判标准。这里分享下我常用的三个标准：</p>
<ol>
<li>进入门槛低：最好能免除用户注册，尽快获得用户的基本信息和触达权限</li>
<li>可触达率高：这样我们的销售信息才能被更多人看到</li>
<li>触达免费或廉价：太贵了用不起</li>
</ol>
<p>如果想要获取种子用户用来验证大纲，还需要考虑互动性。</p>
<p>针对微博、公众号、企业信号、微信群、自建 APP 这几种最常用的方案，我们整理了一个对比表格以供大家参考：</p>
<p><img src="images/4ce9ddccfe59512284989cd5e423c0a94ea1b29efbafe68c1ab3d838266ba859.png" alt="picture 30" /></p>
<h2 id="多级流量池"><a class="header" href="#多级流量池">多级流量池</a></h2>
<p>各种流量池都有自己的优缺点，我们应该选取当前阶段最适合的来进行流量的存储。我们也可以分阶段、渐进式地建立多级流量池，以在投入和收益上获得平衡。</p>
<p>比如早期我们可以直接使用微博的关注、哔哩哔哩的订阅来做流量池；然后将一部分核心用户引导到微信群和企业微信一对一服务中。这样把微博的获客门槛低和微信的触达率高这两个优点结合起来了。</p>
<p>在用户规模大一些以后，我们再去开发自己的App，实现对用户流量更高级别的控制。</p>
<p><img src="images/90ad37e286fa20d68052f0a6d88468500b6d67bed707dd8ac5bd16ba322b80c9.png" alt="picture 31" /></p>
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