You must know these 3 mainstream APP promotion methods!

In the early days when there were fewer apps, simple category rankings were sufficient. But now the App Store has more than 1.8 million apps, and we have counted that the category rankings can only display about 14,000 apps, which is less than 1%. Currently, about 60% of downloads in the App Store are derived from searches. As the number of apps continues to increase, based on App ecosystem considerations, the proportion of downloads outside the list will also increase further. The importance of ASO is self-evident.

The full English name of ASO is App Store Optimization, which is translated into Chinese as Application Store Optimization. Currently, the definition of ASO is divided into narrow and broad.

In a narrow sense, ASO refers to the process of improving the ranking of apps in the rankings and search results in the app market.

In a broad sense, ASO refers to all processes that can help apps gain better exposure in app stores and gain more traffic and downloads. Including ranking optimization, search ranking optimization, product recommendations, user comment optimization, etc.

App Store refers to the Apple Application Store, where users can download a variety of applications. So far, there are more than 2 million apps in the Apple App Store, but the exposure of apps in the App Store is limited, mainly including rankings, app recommendations, search results, etc. This has led to a large number of similar apps competing in the market. In order to compete for more exposure opportunities, ASO has undoubtedly become a hot commodity.

(1) APP application icon:

The logo image must be clear, intuitive, and highlight the brand. Image design is also an effective way to influence users.

(2) Subtitle setting:

It is as important as the website Title and Keywords. Implanting keywords in the title will help the ranking of the website's main keywords. However, it is not so easy to modify the APP application name title and keywords. Therefore, when uploading the application, you must do a keyword search popularity analysis in advance and standardize the title content.

Note:

① The distribution relationship of keyword search weight in the title is subtitle > keywords

②The title should be natural and smooth, without piling up words;

③The title should be one or two sentences as much as possible, and do not use short words to make up the title;

(3) Description (brief description and detailed description):

The brief description is usually displayed on the application list page, and the detailed description is a detailed introduction to the APP application. Description is also very important for ASO optimization; when users see your app in the search list page, the first thing they see is your icon, subtitle and brief description. Therefore, it is particularly important to use short sentences to arouse users' interest and click to enter the APP product details page. This can increase the click-through rate of APP search results in the app store and is also a factor that affects rankings.

(4) User ratings/evaluations

The importance of real user reviews is unquestionable, as reflected in:

① Not only APP, but also website operation, Taobao operation and other platform operations, user evaluation and ratings all play a big role in ranking.

②Many apps will trigger pop-up windows to invite users to rate their users; and there will be an entry for rating in the personal center or settings section in the navigation. It can be seen that user reviews are important for APP.

(5) APP application update and iteration

In APP operation, everyone pays attention to the user's activity, including daily activity, weekly activity, and increasing activity. Similarly, in the app store rankings, APP updates and iterations are also a kind of activity rate. Many apps are rarely updated after they are launched, which is a big taboo; regular updates and iterations of apps are very helpful in improving rankings;

(6) App installation volume: the top priority of ASO optimization

The number of APP installations is a very important factor. Basically, the top-ranked APPs are those that rank among the top in terms of download and installation volume. "APP ranking manipulation" is to increase the number of downloads and installations. Its popularity shows the importance of application installation volume to ASO optimization; although app stores are now very strict about ranking manipulation, its importance still exists.

(1) Competitive product analysis

Competitive product analysis is not only needed in the ASO field, but also in traditional industries, product design, and platform operations. For ASO, you need to know what words your competitors are optimizing for? What is the popularity of these words? How are their subtitles and descriptions set? How are their keyword rankings?

By understanding your competitors, you can better understand your own products, make your ASO optimization plan more detailed, and avoid the pitfalls of the former.

(2) Industry Analysis

Regarding industry analysis, it is more about red ocean and blue ocean strategies. It is more about understanding the competition status, development direction, etc. of the entire industry;

(3) User analysis

The selection of keywords and hot words is based on user search behavior. Hot words are searched by many users, and if the hot words can be optimized and the ranking of hot words can be improved, it is not a problem to increase the number of user downloads and installations.

(1) Increase download volume: Local promotion and task recommendation are both good methods

When it comes to APP promotion , many methods such as ground promotion, cooperation, task recommendation, and trial play are adopted, which can also have a significant effect in increasing the number of application downloads.

① A financial APP: Scan and download the APP, and get a box of Jiaduobao after registration; this cost is relatively high, but if the gift is not attractive, how can users download your APP?

②Scan the QR code, download the APP, and drink Gongcha for free. By cooperating with some physical service stores, it can bring a win-win situation. This method is also what many apps will try to do when they are first promoted.

③ Trial APP: There are now some third-party trial service platforms. After users download and register, they can get a certain amount of money as a reward after hanging up the app in the background for a certain number of minutes. This method is quite effective in increasing the number of app downloads.

(2) Social marketing: more about building the APP brand image

For social marketing, operators usually choose platforms such as WeChat public accounts, Weibo, SEO soft article promotion, and self-media platforms (Toutiao, Zhihu platform, NetEase self-media, Jianshu, Sohu media platform, etc.).

Social marketing needs to be supported by high-quality content to increase readership and brand exposure. For APPs, the content must be more interesting, and of course the direction of content type selection should also be diversified.

For example, the TaQu APP is an APP about sex; on the Zhihu platform, you can often see "Huang Lao Shi" answering some rather embarrassing questions, using dirty content to arouse users' interest in the author and the product.

For social marketing, without content, various platforms cannot survive.

(3) Use SEO/SEM to expose the brand and increase downloads

For users, most of them use PC to search during work, and they will definitely use mobile phones to browse various pages after get off work, so SEO/SEM optimization is also very important; most APPs have their own official websites, but they are generally simple and just guide users to download APPs; you can optimize the keywords in the app store, and perform official website SEO optimization and SEM promotion on PC and mobile.

Upload the video to video websites with higher weight (Tencent, Youku, Tudou, Sohu Video, iQiyi, PPS, PPTV, Xunlei Kankan, Ku6, Xigua Video, Phoenix Video) to carry out the first step of large-scale coverage. However, the video title, introduction, tags and cover image need to be set properly. If they can catch the attention of the audience, they can effectively increase the search rate/click rate.

Video title: It must be attractive. You can search for hot words on Baidu's hot search list, keyword list, and WeChat's hot search list, add prefixes to the title, and increase the click-through rate.

Introduction: Give a brief and thoughtful description of the video, and try to avoid any information about the content of the video. If necessary, you can use a question/rhetorical question at the end to attract readers to watch the video.

Labels and cover images: Both need to be consistent with the video content. Labels can also include hot words. The cover image can be a screenshot of the video, but it must be high-quality and high-definition.

Upload the video to car-related or high-authority forums (such as Tianya), blogs/Weibo, Tieba and other platforms, initiate a topic or "ride on the topic", and post with copywriting to bring up the topic.

On Weibo, multiple accounts (big and small) can forward topics every day; on Tieba forums, posts can be made in different time periods every day, and multiple accounts can push posts to increase popularity. (It is recommended to find a mutual assistance posting group on QQ, which is free and has better promotion effects)

Use multiple accounts to write video comments to increase attention and topic participation. (You can add company information in the comments, but you cannot add QR codes)

Paid promotion on Weibo can increase the number of recommendations, costing about 15 yuan a day. For accounts that currently have fewer Weibo fans, it is not recommended to negotiate cooperation with big V accounts for the time being. Later on, you can adopt a mutual promotion approach with peers/partners.

You can divide the video into several segments and upload them to short video platforms such as Tik Tok, Meipai, Miaopai, Pear Video, etc., and reply with the full version address in the comment area to increase the click-through rate of the video website while achieving the effect of attracting traffic.

Monitor promotion effectiveness. You can make a form including the following items and keep good records.

Including platform, link, number of views/clicks, number of comments, and notes.