4 promotion and customer acquisition channels for APP promotion!

New users are the source of business growth.

Well-funded, mature companies can afford high-cost customer acquisition channels.

For example, launching fierce TV and offline advertising campaigns;

For most companies,

Improving the ROI of customer acquisition is always the best strategy.

As the penetration rate of mobile Internet continues to increase, the channels through which companies can reach users are also increasing. To avoid becoming cluttered with the ever-increasing number of channels, we often divide the main channels into three basic types:

Viral/word-of-mouth channels : such as social media, referral programs, community marketing, etc.

Organic channels : such as SEO, content marketing, EDM, community building, website marketing, app store optimization, etc.

Paid channels : such as SEM, online and offline advertising, advertising alliances, sponsorship, etc.

Search engine bidding promotion

When users have needs and there is a lack of information or opacity about the choices they want to make or the products they want to buy, they will naturally start searching. When they see the advertisement at this time, they will click on the advertisement with a certain probability to obtain additional information and form a conversion. This is a reasonable logical chain.

Therefore, search engine bidding promotion has become a channel that can acquire accurate customers and has a high conversion rate. Even today when traffic is highly dispersed, it still occupies half of online advertising and has become a customer acquisition and traffic diversion method that large, medium and small enterprises have been using.

The essence of search engine bidding promotion is to purchase accurate traffic, and its ROI is usually higher than other channels. Search engine bidding promotion requires exquisite promotion skills, as well as sufficient understanding of one’s own products and competing products, and the ability to grasp the psychological demands of the target audience. From keyword mining, bidding account establishment, keyword bidding strategy, regional and time-based delivery, to creative copywriting, marketing landing page design guidance, and customer service/sales communication, etc., many of the above factors will affect the final result.

At the same time, in the process of search engine bidding promotion, the meticulous operation of the promotion account and a good data analysis system are important measures to reduce costs and increase conversions. We will explain these in detail in the following chapters.

Information flow advertising

Information flow ads usually appear in the updates of friends on social media, or in the content of information media and audio-visual media. As advertisements in the content flow, they have become an important means of monetization for many products. Information flow ads can be in the form of pictures, graphics, texts, videos, etc. They can be targeted through tags and exposed, pushed to landing pages, or guided to download apps according to needs.

Image source: Analysys

With the popularization of smart phones and the rapid development of mobile Internet, information flow advertising is constantly moving towards mobile terminals.

On the one hand, information flow advertising has the characteristics of precise audience targeting and easy tracking of post-launch effects, which can help advertisers monitor and improve the conversion rate of their advertising; on the other hand, information flow advertising, which has rich advertising inventory and expression forms, can also vividly and intuitively display core selling point information, and better balance commercial effects and user experience.

When placing information flow ads, you can start from four aspects: platform, creativity, content and bidding to maximize the value of traffic. The leading media platforms have a huge number of users and can provide advertisers with creative ideas based on in-depth insights into their users. They also have the technical advantages of precise positioning, efficient distribution and a complete platform ecosystem. They can formulate delivery strategies based on the different needs of advertisers, expand the potential user base and further improve ROI.

At the same time, advertising creativity and landing pages are key factors affecting conversion rates. This requires that the creativity is attractive enough to guide users to click, and the landing page content must be able to solve users' problems and provide users with valuable brand information.

In addition, information flow advertising also has a variety of billing methods. Advertisers can choose according to product characteristics and delivery purposes, which is more flexible than other promotion models.

It should be noted that even if a reliable channel or a series of effective strategies have been found, new options are always emerging. Companies still need to continue to seek new strategies and make wise judgments among many channels through data-driven and scientific testing practices to truly use their precious time, energy and funds where they are needed most.

Content Marketing

Traditional customer acquisition channels are gradually declining, and content marketing is increasingly valued by companies. Research shows that 91% of B2B companies and 86% of B2C companies are using content marketing, with average spending accounting for more than 25% of the budget, while 78% of CMOs believe that content marketing is the trend of future development.

However, with the bombardment of information flow advertisements, users are becoming increasingly cautious when obtaining information. At the same time, the average human attention span has dropped from 12 seconds in 2000 to 8 seconds now, even losing to goldfish, which are notoriously easily distracted and can only focus for 9 seconds. How to impress potential users and spread brand appeal in such a short time has become a problem that marketers need to rack their brains to think about.

Content marketing is a way of occupying the minds of users by using content as a carrier for communication. Its core lies in "content that resonates", "valuable content" and "content that inspires users to share". Its forms of expression include graphics, videos, audio, animations, pictures, live broadcasts, apps, games and so on.

The first step to good content marketing is to tell an attractive story. Corporate brands engage users and build trust through storytelling. Before telling a story, a brand needs to determine one thing: what kind of human nature do we want to understand and convey in order to resonate with the user circle we want to reach? A good story can bring users into the story, trigger empathy, and make users identify with the information based on the content, thereby deepening the brand value.

For example, the "phenomenal" content marketing case "What is Peppa Pig" at the beginning of 2019, the underlying resonance is family affection, and it tells a touching story. It is this moving emotion that has led to the spontaneous dissemination of users, and at the same time made the Lunar New Year film "Peppa Pig Celebrates the New Year" popular.

Image source: Analysys

We should pay attention to the following three points when conducting content marketing:

① Focus on and continue to dig deeper into the content field. Even if you cannot become the leader in this field, you must deeply imprint the brand label in the cognition of the audience in this field;

② The content quality should be high-quality, so that users feel that the time they spend is of high value;

③ Content results must be accumulative. Accumulating brand content into IP can make the brand form a distinct memory point in the minds of users, and even drive product sales and business development.

Word of mouth customer acquisition

The most direct form of word-of-mouth customer acquisition is user recommendation, which uses people as the main transmission medium and leverages people's tendency to believe in the opinions of others to spread word of mouth. Word-of-mouth traffic is the highest quality of all traffic, with a conversion rate typically as high as 60%. In the self-media Internet environment where everyone is an opinion leader, social media has become the main battlefield for word-of-mouth customer development. Therefore, social platforms such as Weibo, WeChat, and Xiaohongshu have become battlegrounds.

Image source: Analysys

There are several common ways to expand customer base through word of mouth:

① Create a detonating point for word-of-mouth communication through topics, thus forming a wide-spread communication effect;

② Build relationships by sharing brand stories with users and increasing user engagement;

③ Through a simple and easy-to-operate reward mechanism, encourage old users’ enthusiasm for sharing and desire to consume again.

At the same time, there are various ways to reach users, including promotional pictures, H5 activity pages, articles, promotional videos, etc.

Author: meng

Source: Analysys