6 ways to promote your app and attract new users. Do you know how to use them all?

Since the development of China's Internet, in addition to Apps, the rise of public accounts and the dominance of mini-programs in the WeChat ecosystem have seen the rapid growth of quick apps, which have been supported by 11 domestic mobile phone manufacturers like the "Prince". Baidu's Baijiahao, Toutiao's Toutiaohao, and Alibaba's Dayuhao have also begun to "confront WeChat head-on". App, an ancient product form, is facing constant impact from the market.

According to the 2018 China Mobile Internet Semi-annual Report released by QuestMobile: In the first half of 2018, the number of China's mobile Internet users increased by only 20 million (the basic total is 1.1 billion). At the same time, the average daily app usage time per person has reached nearly 5 hours.

Since the total number of users and unit time are fixed, grabbing more "user time" becomes the way and means for the App to obtain more traffic.

So, facing the heavy pressure from these "new generations", how can apps break through the siege? Let us now introduce in detail the 6 major ways to acquire customers through App.

1. ASO Optimization

For users, if they want to download an App, they usually have to download it from the App Market. When users download apps in the app market, there are two situations:

The first is targeted search and download, which involves searching for keywords in the app market;

The second is browsing and attempting to download without a clear purpose, which involves optimizing the application market's display information, download volume, review ratings, and even paid placement in the application market, so that your product has more opportunities to show its good side to users and promote more users to download it.

In short, the logic of ASO optimization is to optimize the display and search of the App based on the application market to increase exposure and download conversion.

2. Ground promotion

Field marketing is a relatively traditional and labor-intensive way of acquiring customers. You can set up a display stand in a crowded place, put some gifts and take out flyers, and then you can promote your business and attract customers. More meticulous field sales staff will distribute flyers based on the person they are promoting, or use different sales pitches based on the person, or choose the "stall location" based on the target user group. Some people also distribute flyers in cosplay costumes, which makes the whole process more interesting and thus achieves better promotion results.

3. Social Communication

The social communication-based App customer acquisition model mainly focuses on detonating the circle of friends through its interesting creativity or small favors and benefits. This is also a promotion model from point to surface. In terms of specific models, it can be roughly divided into old-for-new, red envelope fission, relationship fission and group purchase fission.

1. “Old employees bring up new employees”

"Old users bring in new users" refers to a model in which existing users of the App invite new users as friends, and both themselves and their friends can receive certain benefits. This model was used more frequently in the early stages of online ride-hailing promotion and achieved very good results.

Take Shenzhou Private Car as an example: among Shenzhou Private Car’s new users, about 70% are acquired through the “old customers bring new customers” model. In essence, bringing in new customers means crowdsourcing the task of acquiring customers to old users, and by designing offer thresholds and rules, old users can be more enthusiastic about participating. At the same time, new users attracted by leveraging the social relationships of old users will have a relatively stronger sense of identification with the App.

2. Red Envelope Fission

Red envelope fission is quite common in the takeout industry. When users complete their consumption behavior, they can share the red envelopes to their social circles, and their friends can get an indefinite amount of consumption red envelopes or discounts in the red envelopes. In the early stage of the product, red envelope fission can bring great energy to customer acquisition. In the middle and late stages of the product, red envelope fission is also very helpful for activation and awakening.

3. Relationship fission

Relationship fission refers to embedding strongly correlated social relationships such as family ties into product design, allowing users to pay on behalf of their relatives and friends on the consumer side through account association.

Previously, the Internet focused more on young people in first- and second-tier cities when acquiring customers. As the traffic in first- and second-tier cities has almost entered the red ocean stage, the sinking of customer groups and the silver economy are increasingly becoming the direction of competition for Internet products. The fission of family relationships can well meet such needs on the product side.

4. Group buying fission

By sharing products on social circles and inviting friends to help bargain and support, users can get more discounts and also achieve the goal of getting new users to download the App.

The group buying model has a very obvious effect on price-sensitive customers and also gives users more preferential options.

4. Internal Conversion

The internal conversion mode refers to different products within the enterprise directing traffic to a certain App, or different carriers of the same product directing traffic to the App. The rationale for this model is that companies can first acquire users through lighter models (official accounts, mini-programs, etc.), and then use operations to make secondary conversions on the App and redistribute the traffic.

NetEase has done a lot in this regard. After users log in to the web version of NetEase Mail, they can often see it directing traffic to NetEase-affiliated e-commerce platforms such as Kaola and Yanxuan. At the same time, under the marketing matrix background of "two Weibo and one Douyin", more and more companies are obtaining traffic through layout in high-traffic areas of Internet traffic, which leads to increasing attention to the traffic diversion between different product forms of the same product.

5. Advertising

Advertising is a customer acquisition model that involves real money. For traffic owners who provide advertising services, there is a relatively mature pricing model. Whether it is a model that focuses on product promotion and settlement based on display, or a model that focuses on customer acquisition and settlement based on conversion, the advertising delivery model is a very important part of the App customer acquisition model. However, in specific operations, it is necessary to control costs and effects from multiple angles such as cost, effect, and purpose.

6. Cross-industry cooperation

The essence of cross-industry cooperation is traffic cooperation. In this model, it specifically includes offline mutual promotion, online cooperation and brand alliance.

For example: Word of Mouth cooperated with offline convenience stores, using word of mouth to offer a 50% discount, and effectively directed the traffic of offline convenience stores to the App; JD.com and iQiyi connected their memberships, and in their respective scenarios, they helped each other to attract traffic and acquire customers; when Uber was promoting in China, it was a master of brand joint marketing. At that time, it cooperated with Magnum and MINI to hold Uber Ice Cream Day, and gave ice cream to customers who ordered Uber. These can all be regarded as cross-industry cooperation.

summary

There are 6 ways to attract new customers through apps, which are: 1. ASO optimization; 2. Local promotion; 3. Social communication; 4. Internal conversion; 5. Advertising; 6. Cross-industry cooperation. Each method has its advantages and disadvantages. You can look at more examples to see how others use it. As for which method to choose to attract new customers, you should choose based on the attributes of your products and the company's resources.

Author: Enjoy aso

Source: LeXiangASO