The nine-square grid thinking method of APP in the application market!

The boss is going crazy because there is no promotion plan that suits the product.

I was going crazy because my friends were all showing off their love, scenery, beautiful things, and interesting things; but I had to write a proposal;

What to do when your mind is in a mess? What to do when you feel anxious? What to do if there is no red envelope?

Quickly use the Jiugong grid ...

When it comes to promoting apps in the application market , the four main directions are: ASO , first release , event promotion , and resource exchange.

Secondly, platform recommendations, soft article recommendations, public relations recommendations and event recommendations are also essential;

Alas, after making the PPT, there is really no feeling when translating it with Word. Would you like to try teaching via WeChat? Hey, remember to ask Puppet for the PPT; the content is very different! ~~

1.ASO (App Store Optimization)

ASO is the process of improving your app’s ranking in various app electronic market rankings and search results; similar to SEO optimization for mobile apps; the optimization content includes:

(1) Search optimization: display optimization (application name, keywords, IAP, manufacturer) sorting optimization (historical downloads and current downloads);

(2) Related search optimization: first word optimization;

(3) Ranking optimization: mainly through cooperation, limited free promotion, and ranking promotion;

(4) Conversion rate optimization: icon, manufacturer name, description, and review optimization.

According to Puppet Analysis, ASO is divided into two parts. One part is the optimization you can see, such as: hot words/titles/descriptions/icons/images/videos/downloads/comments/ratings; the other part is the invisible optimization, such as retention/exposure/uninstallation/sharing, etc.

For visible optimization, there are a lot of methods for reference on the Internet. For invisible optimization, operators need to grasp it reasonably, effectively and safely according to different platforms. To summarize five points:

a. Expose products based on their advantages, and avoid blindly targeting hot topics; some hot topics are really irrelevant to you, so use keywords to expose them appropriately;

b. Encourage users to use it for at least three days; if most users uninstall the app after downloading, the system will think your product is not good and the recommendation position will be lowered; it is said that predictions will be made based on immediate, 24 hours, 3 days, 7 days and other time nodes; Jiedaibao is pretty good, but I don’t know if it’s because of the system or something else, but I uninstalled the app after the 20 yuan cash arrived in my account 3 days later. Should I say sorry?

c. No advantage. Don’t always have pop-ups, which affects the user experience. I am annoyed by useless pop-ups from time to time. It would be great if users could set the time and content according to their own experience. Many applications were uninstalled by puppets because of this, especially games .

d. Inflating the number of downloads: Inflating the number of app market or downloads; playing with numbers is very cheap, usually less than 100 yuan can inflate 10,000 downloads; the points wall is to inflate downloads, at least you can click in to take a look, register or something;

e. Interaction and feedback with users; since it is a product, I have never understood why we have to use WeChat for communication; WeChat subscription accounts are now very similar to the electronic version of exclusive magazines; what happened to the promised communication? Is it just an activity?

2. Application launch

The first launch is the platform's support for new and good applications. On the one hand, it helps new applications, and on the other hand, it promotes the long-term development of its own market. In summary, there are four parts: the first launch of hardware vendors, the first launch of application markets, the first launch of traffic vendors, and other first launches.

Hardware vendors first release: Meizu/Xiaomi/Lenovo/OPPO/Gionee/Huawei/vivo, etc.; Xiaomi and Meizu market emails are responded to the fastest, and are relatively easy to apply for. Oppo has a lot of requirements, and emails sent to other platforms have not received any response at all. It's frustrating;

The first release in the app market: there are Baidu Developers/ 360 App Market / App Store PP Assistant /Sogou Mobile Assistant/etc.; Sogou and pp are applied by email; Baidu/360/App Store are applied in the background; today I saw that the first release reservation of App Store within 15 days is full; Baidu’s customer service said that there must be 100,000 downloads for the first release; my God, this is a layman looking at the rules, are there actually unspoken rules? It could also be that there are too many departments in Baidu. The person I met at the Baidu conference was responsible for bidding in Baidu App Market. Maybe he didn’t understand. Anyway, Mugu won an iPad by participating in Baidu activities. He was so soft-hearted…

The first releases of Traffic Family: Mobile MM and Wo Store, etc.; Xia Zai Li of these two platforms is average, so I didn’t pay much attention to them. I found the first release email of Wo Store, and my colleague said that Mobile also has it, so I’ll mention it here;

The first release through other download channels: such as Anzhi/Jifeng/Suning, etc. However, Anzhi’s customer service insisted that there must be 100,000 downloads before the first release. I asked them on two separate days and it is confirmed. Do they only release updates first?

Oh, I forgot to mention that there are several forms of first release: exclusive first release/joint first release/new product first release/update first release/press conference. Haha, the PPT is really professional. Among these first releases, except for the press conference which is unique to Wandoujia and happens twice a month, the other four are very common. I don’t need to introduce them one by one here. Note that there are already 1,550 words. If you don’t know how to add WeChat ID kuko1028 to chat, remember to give red envelopes, hehe.

3. Event Promotion

Activities are versatile. There are several types of activities that can be done in conjunction with the app market:

(1) Self-initiated activities:

Such as downloading/commenting/sharing activities initiated in your own app store/WeChat/Weibo/forum/website. Many companies have their own independent download channels, so why do they need to organize activities to boost downloads in the app store? Dear, how many people have viewed your download address? If you don't promote, there will be no volume. It is better to promote these on the application platform. The download rate of software on the platform is relatively high, and the platform will also promote your application or invite you to special topics. Only by making things convenient for others can you make things convenient for yourself.

(2) Participation in the App Market Awards:

Such as Baidu Golden Bear Award/Xiaomi Golden Rice Award/Little Red Flower/Dandelion Award/Design Award, etc.; improving your exposure, character, and image are all here; also because there are too many departments, the gossip you get is still shady; but if the product is good enough, you will definitely get a prize if you participate;

(3) Platform special activities:

Such as the display of thematic pages, etc.; there are many themes: back to school season, the most beautiful applications, essential applications, shopping essentials, must-learn for mothers, etc.; the cost is acceptable, and it seems that some can be applied for through replacement;

(4) Marketing activities:

Make some viral videos/rewarded recommendation downloads or something like that.

4. Resource replacement

Puppet thinks there are two types of resource replacement: direct replacement and indirect replacement;

Direct replacement: such as data connection, SDK codes of platforms such as Umeng /Mochuang; a friend who doesn't want to advertise for his puppet said that he gets 100 downloads a day; direct replacement also includes naked resource word exchange, such as mutual praise on WeChat and Weibo, etc.

Indirect replacement: This is not easy to explain, so let me give you an example; the product of Mugujun’s company, Yeniu APP (stock market search engine), can be said to have nothing, but at least there is Mugujun who often writes about his experience; at this time, there is a ground-promotion artifact called Shanshua that is free for everyone to use for product promotion and activities; theoretically, Yeniu does not have much ground-promotion, so it will not be able to apply for a free opportunity; but Yeniu has Mugujun, and Mugujun often writes something; wouldn’t it be enough to write about the Shanshua artifact in the experience article? So I contacted them decisively and applied successfully. In order to avoid advertising, I won’t show you the pictures. Hehe

Content: From the perspective of the producer, it can be divided into self-produced content and ghostwritten content; from the perspective of value, it can be divided into quantity and quality; as shown below

Whether it is qualitative change or quantitative change, it is another new content, so wait for the sharing later;

So what does communication include? For details, please see the previously shared article: "Naughty Puppet丨Talk about the free promotion platform and operational promotion ideas used by all companies".

Here is a brief summary:

1. Search engine SEO (major search engines, Baidu Experience, Encyclopedia, Wenku, Zhidao, Pictures, Tieba, Maps, etc.);

2. We-media (Baidu Baike, WeChat public platform, Toutiao, Yidian Zixun, Sohu new media platform, Zhihu, Titanium Media, Huxiu, Technology Express, Sina We-media platform , 360 We-media platform, etc.);

3. Social platforms (Sina/Tencent Weibo, QQ groups, interest tribes, Maimai, Momo, Douban, Renren, Kaixin, Pengyou... (even if they are declining, the resources are still there));

4. News sources (Sina and other four major websites, Phoenix, Dazhong, 19th Floor, Shangdu, Huashang and other industry or regional news websites);

5. Forums/BBS/Blogs/Videos/Audios, etc. (industry forums, hot BBS, Tianya, Mop, Youku, etc.);

6. Spread through tools (email/text message/group messaging software, etc.);

7. Fun points (two-digit code, drift bottle, shake are just for convenience);

8. Public relations operations (they have resources for everything you can think of; you can ask for a list for reference).

APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile application promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods. Welcome to follow the official WeChat public account: appganhuo

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