How to mine free resources from App stores at low cost
| The content of this article is based on a speech I gave at Garage Coffee. Since everyone is a startup team with limited funds for promotion, I will try to tell you how to obtain app store promotion resources at a low cost. Affected by channel concentration and fierce market competition, it is becoming increasingly difficult to promote apps. Promotion is different from development. Developing an app is relatively simple. You only need to hire a few technicians to draw a design and it can be launched in a few months. Although it is a bit tiring, once the product is launched, for technical students, half of the work is done. But promotion is different. It is a process of gradual accumulation. You may have done a lot of work, but after a few months, when you look at the data, the results are not satisfactory. Therefore, promotion is a relatively difficult job. It is tiring and exhausting. This requires us to have a comprehensive and systematic strategy in promotion methods. Promotion literally means to spread it around and let more people know about it, so the goal of promotion is to make comprehensive use of external resources. What are the current external resources for app promotion? For example, application store resources, online media resources, social resources, operator resources, mobile phone manufacturer resources, etc. There may be more resources. With so many resources, what should we do? At this time, we need to require everyone to use and explore these resources step by step and systematically, rather than rushing into them aimlessly. These resources are like cards in your hand, and each card represents an advantage. If you use all your cards at once, then you are basically doomed to lose. Therefore, when utilizing resources, we must use them carefully and meticulously, explore them more fully, maximize individual resources, and achieve success in promotion. Next, I will mainly talk about the utilization and exploration of App Store resources. I will write about other resources later when I have the chance. What free resources are there in the App Store? Let me talk about these five points. 1. Free recommended location resources When it comes to free resources in the App Store, everyone may think that they are not available or there are no resources at all. In fact, the App Store always has free resources. In addition to some commercial resources, the App Store will still reserve some free resources for excellent applications. After all, the App Store also needs to accumulate users and provide user experience. It cannot be all charged, as that will affect the user experience. However, whether you can get these resources depends on your method. I once met a software editor through a business in a certain market, and then this editor recommended the app I promoted several times, bringing in tens of thousands of traffic. Therefore, if you want to obtain these resources from the app store, you need to socialize more. After all, people who have resources will give them to the people they are most familiar with. 2. New product launch resources in the App Store What new products are there in the App Store? Of course there are. The App Store may have TV stores, pad stores, smart watch stores, etc. New product lines are always the most lacking in resources in the early stages of their launch. For example, a website directory just launched lacks website resources, a book site just launched lacks book resources, a news site just launched lacks news resources, and a newly launched App Store definitely lacks application resources. At this time, we have to cater to their needs and recommend our app, because the content review of any newly launched product will not be so strict, so this gives us an opportunity. At the same time, the newly launched products will bring in huge traffic, which is one of the opportunities we cannot give up. For example, when a TV store is just launched, it will definitely import traffic from the mobile store. At this time, you should adapt the new product first to seize the initiative. Later, when your app has gained a large number of users on the TV store side, you can also take advantage of the opportunity to enter the mobile store. This roundabout way of saving the app can also be adopted. After all, when the number of your apps is relatively small, you are at a disadvantage. Coupled with funding constraints, you cannot compete with those rich CPs on the mobile store. Therefore, this roundabout way of saving the app is also a good method. 3. New app launch support resources for app stores Although part of the resources of the app store are used for commercialization, there are also some support resources for new applications. For example, the Android market has a special area for the latest applications and games on the homepage. Other markets also have these resources. At this time, we must make good use of these resources, communicate carefully with the docking personnel about the specific needs, do a good job in product icon design and copywriting optimization, monitor downloads and user comments in a timely manner, and strive to obtain the best downloads in the latest position. 4. App Store Activity Resources The App Store will hold some activities or special topics during every holiday, such as Valentine's Day, National Day, Labor Day, etc. At this time, if your app happens to fit this topic, you must be the first to rush there, because when a new topic is just launched, the store editor will face the problem of app screening. In addition to some commonly used ones, there must be some reserved positions, and they are free. You must seize this opportunity, and you must be the first to post it. At the same time, the App Store will also organize some holiday activities, such as the App Store QR code scanning red envelope activity and the 360 Store's free traffic activity. You can participate in these activities. These activities are the key promotion targets of the App Store. In addition to the App Store, other promotional resources will also be invested, such as posters, light boxes and other offline resources. For an app, this resource is also a very good opportunity. 5. App Store Redesign and Partner Resources After an app store has been operating for a period of time, it will be revised. Although such revisions are relatively rare, new resources will occasionally appear, such as new columns, optimized icons and introductions, additional recommended spots on secondary pages, etc. These resources are also good, especially now that the industry is changing rapidly. Another aspect is the resources of partners. Some app stores will cooperate with mobile phone manufacturers and mobile chip manufacturers. For example, when Intel cooperated with an app store, they provided a lot of recommended location resources to the other party. At this time, the App Store will give some high-quality resources to its partners. If you know this partner and can meet the other party's conditions, you can also get these resources through the App Store's partners. The five points mentioned above are all what I have encountered in my personal promotion experience. I have obtained these free resources in many positions. So, my advice to everyone is that we who do promotion should not stay in the office every day. Your colleagues can’t bring you volume, and your boss can’t bring you volume. The real volume is "outside". Resources will not fall from the sky if you sit at home. You should make more connections and maintain good relationships with people in these stores. Be humble and don’t ask for volume as soon as you meet them. After all, no one owes you anything. As long as you have more connections and good relationships, a lot of resources will come naturally, because everyone will only give good opportunities to friends they are familiar with, not to strangers. |
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