[Case] How to use popular topics such as Father’s Day for App marketing promotion?
![[Case] How to use popular topics such as Father’s Day for App marketing promotion?](/upload/images/67cc197491932.webp)
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June 19th, the third Sunday in June, is Father’s Day in more than 50 countries around the world. I would like to wish all fathers in the world a happy holiday in advance! So, what we are going to talk about today is: how to direct traffic to the App during such special holidays or hot events. During such periods, both the Android Market and the AppStore will make corresponding special recommendations. The following figures are screenshots of the AppStore’s homepage’s featured recommendations and the Xiaomi Store’s special features in the domestic Android market. ▲ AppStore Recommendation Xiaomi App Store Featured In addition to the AppStore holiday specials, you can also see special topics for other hot events, such as the "Farewell Kobe" when Kobe retired some time ago, the "Ode to Joy" when the TV series Ode to Joy was popular, "Mother's Day", and the "European Football Cup" that is currently underway. So how can you get special recommendations from Apple editors or the Android market during these special periods? You can refer to this article "How to get AppStore recommendations during holidays" for Android as well. Of course, an excellent App promoter has divergent thinking. Always remember that deep thinking is more important than diligence. Next, let’s talk about other ways besides special recommendations to make your products more exposed and thus bring in more download users. 1. AppStore Hot Search List At least so far, no product has been seen to make any moves on this topic. The ongoing topics such as Father's Day, European Cup, Mid-Year Promotion Festival, NBA Finals, etc., each of which is a very popular topic with a wide audience. At this time, you can use this time node to get exposure. Word selection tips: First, when choosing words, you must choose keywords that best fit current hot topics and are closely related to your product. For example, a football social app can use the keyword "football community" or more attractive keywords during the European Cup, because during this hot period of the European Cup, fans will always be very sensitive to these words and can't help but want to click. Secondly, you need to pay attention to the uniqueness of keywords when choosing words. In simple terms, this keyword is only covered by your products or a few products. Otherwise, it is possible that you have chosen a high-quality and distinctive keyword and your competitor's product also happens to cover this keyword, which would result in tragedy. Third, you should not choose words with high popularity. The reason can be found in the previous point. Another reason is to save costs in improving keyword rankings. Promotion is to acquire the most users at the lowest cost. Operation tips: 1. The product covers the keywords that are going to be searched hotly. This step should be considered in the version update before the hot event. You can fill in the marketing keywords you need in the subtitle or keywords. 2. Improve the ranking of the marketing keywords covered by your own products. After covering the target marketing keywords, you should not rush to make them hot searches. What you need to do at this time is to improve the ranking of the marketing keywords to the first place. As mentioned in the above word selection techniques, words with lower popularity should be selected. Words with very low indexes do not even need to go through the points wall . More than a dozen people within the company can improve the keyword ranking by “searching for specified marketing keywords → downloading the App”. 3. Make keywords popular searches through point walls and social marketing. There are many reasons for the popular searches on AppStore. The most common ones are point walls and social marketing . Regardless of the form, the core principle at the current stage is to increase the "search volume" of keywords through search and download within a certain period of time. There are also keywords that have become popular without this form. In this case, it should be due to human intervention or adjustments to Apple's server problems. The above are the three steps of hot search marketing. In fact, this operation is suitable for hot search promotion methods at all times. There are several points that need to be considered throughout the process: 1. Conversion: conversion from clicking keywords to downloading (requirements for icons and screenshots) 2. Retention: retention from downloading to registration (the product can retain users) 3. User cost: estimate the cost of acquiring a single user 2. Android App Market Each Android market also has its own distribution indicators, so in order to increase the distribution volume, the operators of each market will also plan special events on special holidays. Generally, special events are not like the closed options of the AppStore. Most of them are open to recruitment, and market trends can be observed in advance to meet recruitment requirements. 3. Adjustment of promotional materials If the products currently being launched have such hot topic attributes, you can make appropriate adjustments to the materials, seize the Father's Day topic attributes such as: warmth, filial piety, gratitude and other labels, to optimize the promotional materials. It is worth noting that unrelated products should not be added. Making changes just to highlight the holiday may result in users missing out, and it will be difficult to recall them. 4. H5 and other activities communication marketing Wherever there is a hot spot, there will be marketing (negative hot spots are not suitable for marketing), and making a good activity plan in advance is the key. This topic would require a separate article, so I won’t go into details here. Final words: The above points are only for marketing measures that apps can take during hot events such as holidays. They are also relatively cost-effective promotion techniques. It should be noted that not all products are suitable for this kind of marketing, such as niche products such as local life. Secondly, sometimes it is necessary to cooperate with operations, R&D, and design to polish out an outstanding event. There are 26 days left until the end of the European Cup! Your APP |
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