How to promote an H5 that cost 20,000 yuan?
|
Weibo, WeChat, H5, offline activities ... If you ask which method has left the biggest shadow in the hearts of marketers , it is undoubtedly H5. If you love someone who does marketing, let him work on H5, because H5 has unlimited imagination space and you can do it if you think of it; if you hate someone who does marketing, let him promote H5, because there are too few channels to promote H5 and the cost is too high. Making H5 and promoting H5 are both high-intensity mental exercises. What can be an excellent H5 promotion case? In my opinion, the following four characteristics are required: 1. There must be soil for the spread of the virus: Generally speaking, users will not operate across platforms. Therefore, when looking for users to promote Moments on WeChat, there must be soil for the spread of the virus, as well as a large number of users, high activity, and low user sharing costs. Specifically, it was Weibo before and now it is WeChat, and no better "soil" has been found yet; 2. Real person participation: Only with real person participation can there be trust endorsement, and only then can friends of friends participate; 3. Low user operating cost: Cost-effectiveness is the simplest and crudest evaluation standard to measure whether the promotion is effective; 4. It is best to have a good father - Ma Huateng: Dad, I am your son who has been lost for eighteen years! This is the H5 page traffic distribution chart during the "Double 11" period (11.10-11.16) obtained from a third-party data statistics company: As shown in the figure, in this sample, the top five domain names in terms of H5 activity are: JD.com, Didi, Sina Weibo , WeChat 1 Yuan Cloud Shopping, and QQ Space. Except for Sina Weibo, whose secret of success lies in its large user base, the other four companies' success probably comes from the fact that they have a common father - Ma Huateng. But for most marketers , what should they do if they want to promote H5 without Ma Ganda? Among the various marketing promotion methods that are bizarre and controversial, which one should you choose? Below, we will list and compare the six most common promotion methods, and see which one can best make up for the psychological shadow area of not having Ma Ganda. The most commonly used H5 promotion method for public accounts is promotion form: a picture with text plus strong guidance to read the original text; disadvantage: about 1000:1, that is, 1 user will click to read the original text for every 1000 readings. Currently, the number of readers of WeChat public accounts has dropped by about 20%, so the ROI may be lower. Recommendation index: ★★★ Advantages of WeChat Moments feed ads : Accurate delivery to desired customers, especially with the significant reduction in the minimum investment amount from 3 million to 200,000. The official advertising format is insufficient: 1) The 200,000 yuan investment is still too high for the initial investment price; 2) It is passively displayed and not shared spontaneously by users, lacks the trust endorsement of "friends", and the secondary conversion rate is very low. 3) The review of brand advertisers and content is high, not suitable for small and medium-sized enterprises. Recommendation index: ★★★ Advantages of mobile DSP : low cost. In cost testing, the cost per click for the female fashion group is around 2 yuan, and it may be lower for other groups. Disadvantages: It is separated from the WeChat system, and the cost of guiding users to share to Moments is too high. I have done this three times, and the best one was 20:1, which means that only one out of every 20 users who read it shared it on WeChat Moments. Recommendation index: ★★ Offline QR code scanning is a very laborious promotion method . Advantages: Users can enter H5 by scanning the QR code through WeChat offline, which can realize real users sharing to the circle of friends, and the conversion effect is good; Disadvantages: The cost is not low due to the form of "prizes + labor + promotional materials"; Suggestions: Under the premise of sufficient budget, you can find a few more areas to try, but it is not recommended to use it on a large scale. I once did a promotion in CBD and the effect was unexpected. It should be because there is a high degree of compatibility between the CBD population and our products. However, after promoting it in Zhongguancun and Wangjing, the effect was very poor. It may be that the bigwigs of various APPs have whetted the appetite of users. After all, these are two regions where people can eat and drink enough without spending a penny. Recommendation index: ★★ WeChat group red envelopes are a cost-controlled promotion method. Advantages: promotion costs are controllable (depending on the size of the red envelopes), users share voluntarily, and secondary sharing can be generated; Disadvantages: 1) The proportion of people who only grab red envelopes but do not share is relatively high; 2) The WeChat group is not highly matched with the target group. Since WeChat group members are relatively fixed, it is very difficult to develop and share with different types of users. Recommendation index: ★★★★ Weibo Circle H5 is a new marketing tool for cold start. I first learned about Weibo Circle through a recommendation from a friend. I know that it is a core product developed by Weibo Easy Company. It mainly relies on the influence of real users in the circle of friends for sharing and spread. The reasons for the recommendation by friends are mainly the following four points: 1) Active sharing in the circle of friends: The circle of friends is currently the most suitable soil for viral spread in China. The biggest difference from the passive display of feed flow ads is that it is a single user who actively uses his own circle of friends to share and spread, and the effective reading rate and forwarding rate are very high. 2) Personal sharing by real users: The trust endorsement of real people is a very important gene for achieving rapid viral spread. 3) Low cost price: 2-3 yuan for a real person sharing, and the price of secondary sharing is even lower, and it can also target precise users. I have done four promotions in Weibo circle. The cost of one share is about 2.7 yuan. If the second share is included, the cost can be reduced to 2 yuan. For the best test, the total cost can be less than 0.5 cents, which is equivalent to the cost when you first start doing red envelopes in WeChat groups. 4) Mobile APP: Independent APP settings, more convenient user experience. Disadvantages: Product stability needs to be improved Recommendation index: ★★★★★ Finally, I would like to emphasize that no matter which channel you try to promote , the advertising budget must be greater than the production cost to be effective. That is to say, if the production cost is 20,000 yuan, there must be a promotion budget of 20,000 yuan. In my experience, only when the cost is more than twice that can better results be achieved. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
<<: 7 ways to effectively achieve user retention!
>>: Analysis of Zhihu’s operation and promotion strategies!
Recommend
3 key points for planning and promoting popular events!
Is event planning difficult? In the author's ...
Solution Consulting · 2021 Hot Product Solution + Industry Solution Teacher Zhang Yang will take you through the report
Solution Consulting · 2021 Hot Product Solution +...
Several tips on user packaging: How to become famous on Douyin?
The author of this article takes Douyin as an exa...
How much does it cost to develop a mini program for Yulin agricultural products? What is the quotation for developing Yulin agricultural products mini program?
More and more businesses are paying attention to ...
User growth has undergone a qualitative change, from AARRR to RARRA!
Today, the topic I want to share with you is the ...
How to play with Tik Tok splash screen ads? Here’s a set of “Douyin” marketing techniques for you!
There is no doubt that TikTok has become a social...
Nanny-level tutorial on Tik Tok marketing!
Today I bring you a nanny-level teaching course o...
How to optimize and quickly increase the number of app store users?
On my first day at CallApp, the CEO gave me an ex...
2022 Chengdu Tea Tasting and Drinking Studio Hot Full Audition Strategy
Chengdu Pincha Takeaway Studio Audition Guide: 19...
How to do EDM marketing? Here is a complete guide to promotion
EDM marketing is now used by many product operati...
Foreign trade Google optimization, how to optimize foreign trade websites for Google SEO?
Foreign trade Google optimization, how to conduct...
How to acquire high-value and accurate users at low cost?
Before a product goes online, if you are an opera...
The 5 most profitable ways to monetize Douyin live streaming
The sweet-looking and high-quality dance video of...
How to upload APP software to the Android App Store
Currently in the domestic software market, the va...
The most comprehensive in history: 37 ultimate promotion and operation methods for domestic apps
In a word, there is no more comprehensive summary...