App promotion: Is winter coming? How to promote products at low cost!
| First of all, what I want to tell you is that in life, things that conform to common sense are the long-term way, and this is true for operations and promotions. Zero-cost promotion, zero-cost marketing, finding 100,000 high-quality seed users at zero cost... Just take a look at these magical articles and don't be too eager to imitate them . Not only is a truly low-cost promotion method impossible to replicate, it also requires a lot of effort to measure and develop, and the resource and labor costs are hidden. What we are talking about today is the commonalities and methodology of "low-cost promotion". 1. Rhythm: Find the right time and promote in steps 1. From low-cost ASO to mainstream advertising promotion After an APP is launched, if the promotion budget is limited, it is recommended to first grasp the App Store, the first traffic entrance, and optimize the search rankings of brand words, industry words and even competitor words. Why? From the application scenario perspective, brand marketing done through advertising and shouting anywhere does not have as high a conversion rate as attracting people who already have needs in Apple Stores. People who scalp Jay Chou’s concert tickets will certainly post small advertisements in Jay Chou’s forum and Jay Chou’s fan club’s Weibo, but where is their most important battlefield? At the venue gate four hours before the concert starts! ASO (short for App Store Optimization, which means striving for better exposure in the AppStore) is to convert users at the last hurdle. Although it rarely has a brand promotion effect, it is definitely the lowest-cost promotion method. Currently, there are two levels of mainstream ASO methods. One is to find a professional ASO analyst to optimize product settings in order to win the favor of the Apple Store crawling rules. The other is to deliver tasks on incentive-based promotion platforms such as Youqian, thereby optimizing key data that affects search rankings: activation volume, search volume, comments, etc., to achieve the effect of improving list rankings and search rankings. When choosing a high-quality points wall , you should pay attention to whether it has a strong technical team to ensure anti-brushing and anti-cheating, and a professional user operation team to organize and maintain user activities. It is also important to see whether they have a professional and reliable ASO analyst team, which determines whether they can help you control costs and strictly customize the delivery plan and delivery volume according to your optimization needs. After doing a good job in ASO, the only way to achieve both user conversion and brand promotion is to conduct targeted advertising on the mobile Internet . The original ecological information flow advertisements of several APPs are recommended first, including Fanstong (Weibo), Guangdiantong , Zhihuitui (Tencent), Momo, and major mobile application markets , which can almost achieve full coverage of mobile Internet audiences. Find an advertising platform like Weishidun that is good at this to make unified arrangements for your delivery, which can minimize expenses and achieve optimized delivery effects. 2. From leveraging core users to large-scale offline activities When a product is first launched, many smart App promoters will go to social networking sites, forums, Tieba, Zhihu, and QQ groups to find their core users. The quality of the first batch of seed users determines the overall user quality of the product. Therefore, even if the process is slow and tortuous, it is necessary to find a group of people with high stickiness. The process of discovering seed users is arduous. If you can use your brain more and combine technical means, you can also improve efficiency. Here I would like to share with you an interesting method of Chanyouji: design an algorithm to capture "Weibo about the trip" posted by "people who are traveling" on Weibo, and design an automatic dialogue mechanism to "sincerely invite" the other party to support a young entrepreneurial team and come to publish travel notes. Thus, 300,000 target users + robots that never get bored completed the cold start of Chanyouji. When the product has reached a certain scale and some well-known people in the industry are willing to follow you, it is time to use large-scale offline activities to build momentum. The significance of an interesting offline event is not only to enable communication among core users, but also to take advantage of this opportunity to spread online, which can accurately influence people who pay attention to these groups of people. The resulting public relations effect can penetrate from all aspects, and the good effect can last for several days. 2. Precision: Understand product characteristics and find appropriate channels for promotion 1. Which advertising platforms should I use? Before promoting a product, you must calm down and ask yourself four key questions and find answers supported by data. These four questions are: 1) What are the features of our product? 2) What is our core user group like? 3) Where do I find them? 4) What style do they prefer? After clarifying these issues, we will basically have a clear idea of which channels we should invest in. After talking with many App operations officers, the unanimous recommendation for choosing channels is: you must consider mainstream social platforms, and choose other platforms according to your user characteristics. For example, if your users are geeks, then go to technology websites. If your users are photography enthusiasts, then look for top domestic photography websites. You can also find some industry experts to support you, which will achieve twice the result with half the effort. Wang Yanchen of Xiangcheng Marketing, who spent 4,000 yuan and spent a week on the AppStore hot search list, once said: "Weibo is now much more effective than when it first became popular... There are more iPhone users than Android users on Weibo. We prefer iPhone users because iPhone users are more retained than Android users on the second day, one week, and 14 days." 2. How do I choose a pre-installed channel? Pre-installation is a good means of promotion, and the effect can be gratifying if used well. However, it should be noted that pre-installation is more suitable for tool applications for the general public. Entry-type products such as browsers and security assistants can have a higher activation rate. Some niche products may not be suitable, but you can also try to make them by model. Think about the kind of people that pre-installation can reach? A large part of them are bought by young people as gifts for their parents, so new and unique types of applications will not have a good effect when pre-installed. Mobile phone pre-installation can be divided into three stages: mobile phone manufacturers (chip manufacturers, solution providers, manufacturers), mobile phone distributors (national agents, provincial agents, sales outlets), and operator channels. The suggestion is that the further downstream you go and the closer you are to users, the less likely you are to be swiped away again. After all, the pre-installation fee has increased from a few cents at the beginning to 1-2 yuan now, which is also a considerable expense. Currently, there are five major flashing companies in China: Dingkai, Coolle, Fanyue, Shenlong, and Zhangxingliyi. 3. Shortcut: The ultimate killer - freeloading activities 1. Get recommended position in App Store : 1) If your app can be related to any special festival: During periods of environmental protection, education, specific festivals, events, etc., Apple editors will focus on recommending related products and apps related to these special nodes. You may wish to start your "recommendation" plan before these nodes. 2) If your app is related to travel, local information, or local services, you can strive to be listed in the "Nearby Popular Apps" section of the "Explore" column. The App Store's recommendation rules for this are: obtain the location of the phone and the list of purchased apps under the Apple ID, app opening data based on the current time, the registered company's place of origin is local , and the content provided is local information, travel, and life services, etc. Finally, the editor will independently screen the apps, and the update cycle is about one new app per week. Once you are on the recommended list, it can last for several weeks to several months! 2. Take advantage of advertisers’ activities: A few days ago, I saw a joke in the circle of friends: I heard that car rental companies are doing promotions, usually the first rental is free. Then just find 6 car rental companies and you will have a complete wedding car fleet. I immediately wanted to give a thumbs up to this clever bride-to-be! Those who do mobile marketing often cooperate with big WeChat accounts to organize activities during festivals and holidays, and pay more attention to Qinggua Media, Operation Uncle, and APP Dry Goods Shop. These accounts can often attract advertisers to spend money on activities, either by providing advertising resources or directly giving CPA. It should be noted that this type of giveaway activity generally has a quota limit (if there is no quota limit, there will definitely be a corresponding usage threshold), and the organizer will examine the product quality. Why? Because it is impossible to achieve sustained results with only a few thousand gifts, it is just to let CP understand the delivery effect and service experience. It is more suitable for CPs who already have delivery plans or are not familiar with this type of platform and whose own products are relatively complete to participate! |
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