Promotion skills and operation procedures after the App is launched!

Before I start sharing tips with you, let me first talk about some of my most annoying ideas and practices:

1. We keep saying this every day, but we actually don’t know how to attract new users, let alone ASO.
2. No money for promotion
3. If you don’t understand the fierce competition in the App category, quit decisively and don’t waste your precious time.

Why do you start by saying this is irrelevant to the topic? Because I have seen too many excellent operations struggling in an environment where they can't stretch their arms, and it's very sad. App promotion is a work topic. Before talking about this, you should first look at the environment you are in. The efforts, sweat and tears you put in should be valuable. Don't waste your energy on a hopeless product.

Let’s get to the point. The following summary of my experience is written entirely in stream-of-consciousness style and will be adjusted later.

When you get an App, don’t think about promoting it yet. First, look at the overall functional division of the company:

• How many people are there in the R&D team? UI, product, iOS, Android, backend, frontend, operations
• Second, look at it from another angle. How many people are there for copywriting, design, art, and operations (products, users, and activities)?
• Is the company's financial system strict? How long does it usually take to get a response after submitting an application? (This will directly affect your efficiency in the future, so be aware of it and plan ahead)
• Evaluate the company's overall development capabilities, Web, Wap, iOS, Android, H 5

After reading about the environment I am in and the resource conditions behind it, I have a rough idea in my mind which ones are convenient, which ones are difficult, which ones can be supported, and which ones I can't even think about doing things.

Then take a look at the overall online performance of brands and products, Baidu Big Search, Google Big Search, Zhihu, Taobao Big Search (e-commerce), App Store (basic data is detected through third-party tools), Android Store (mainstream front-end displays download volume, comment volume), Weibo Big Search (mainly looking at whether there is a Weibo matrix, the content quality of each account, push frequency, and the number of real and fake fans), WeChat Index within the WeChat system - core data within the public platform, Baidu Index, etc. After understanding these clearly, we will basically have a clearer picture in our mind of the current status of the product we want to promote. This will make it easier for you to quickly get started and achieve your goals when creating content, choosing distribution channels, and allocating resources from all parties (your own and the company's).

I understand the small tricks that the questioner refers to as all the skills. Let me talk about them all. Everyone is good at different areas, has different resources, and the quality of the connections they know is even more different.

1. The most cost-effective promotion method – ASO

1. First: ASO basic optimization, including subtitles, screenshots, comments, descriptions, and keywords that all of us can memorize. I won’t talk about keywords here, as they have been mentioned in previous articles.

2. Second: ASO paid real-person points wall to increase volume. I found that many people do not understand this principle, and I don’t know why they cannot understand such a simple logic.

Basic ASO Optimize 100 keyword characters → Submit version → Increase coverage → Increase keyword initial ranking → Develop a points wall plan → How much money to spend and how much volume to bring → Summarize and review → Improve keyword ranking → Make the App get a higher App Store search ranking → Get more exposure (search & details page) → Promote conversion and increase downloads

2. Promotion methods other than App Store

1. Website: The website is divided into Web and Wap. More and more apps regard websites as just a decoration. All they need is a domain name, a QR code and a link to the iTunes download. That’s all they want. In fact, the traffic from SE is still of high quality. SEO is a one-time job and you should spend time on it, including TDK writing standards, image alt attributes, update mechanisms, friendly links, URL level optimization, h1 & h2 tags, internal link pointing, etc. Wap adaptation must also be done well. Visitors' visit depth, stay time, and bounce rate have a great impact on the accumulation of weight.

2. Self-media content distribution: There is a type of operation that writes an original 800-word manuscript every day, and then synchronizes it with the product’s accounts on major self-media platforms, which is very inefficient. In my experience, if there are few people and more work to do, then we can synchronize two, one is Baidu Baike and the other is Sohu Self-Media. The former is the biological son of Baidu and the latter has extremely high weight and can basically collect data in seconds. If other platforms are forced to synchronize, then use the New Media Manager's web plug-in to achieve one-click publishing across the entire network in the background of the WeChat public platform.

Here are a few points:

• After posting, you can't just kill or bury it, you have to use your own small account to comment
• While posting, click to see if there are any competing accounts that have been posting content.
• The content published should control the keyword density of the title and text

3. Forum: Some people say that forums are dead, but little do they know how strong the user stickiness of vertical forums is. Vertical forums are usually very useful when an innovative product is trying to find seed users. Knowing the importance of the forum, I took action immediately, found a mobile phone number, completed the registration, started to decorate it, maintained the account over a long period of time, and waited for an opportunity to insert soft advertisements.

4. EDM: A marketing method that foreigners particularly like to use. Of course, it would be best if your company’s technical team supports it and can get some budget to carry out long-term EDM. I don’t need to tell you about email resources, just figure it out yourself. Sometimes when you come across high-quality resources, don’t wait for the company to approve the money, just buy them yourself. During the implementation period, remember that the design of the Landing Page should not be handed over to others. Active participation in it will be of great help in improving personal abilities.

5. Weibo and WeChat:

A. Weibo: Many people think that if they don’t use Weibo, no one else will. Now if they create a new Weibo account and want to make it successful and generate brand exposure and conversion, it will basically be impossible within eight or ten years, so they simply don’t do it. But those who hold such views have no idea how large Weibo’s MAU is! To play on Weibo, first, you need a matrix, second, you need content, and third, you need skills. Only with the ability to tap into the Weibo circle can we find the target of reposting, commenting and liking, achieve long-term operation and cover the purpose of promotion.

B. WeChat: You can also do it on the public platform. Don’t look at others, look at your own strengths first, whether it is creative description of copywriting, selection of accompanying pictures, or video collection or editing. Creating a hit article is the ultimate goal of every operation. The logic of the entire article is crucial, and whether the creative description can be written well is the most critical point. If you don't have this skill, then use a network accelerator, go outside to find the source of the material, do two or three pieces of work, and if you have some writing skills, you can compile them together and create a hot spot. Pay attention to the clickbait title and header image, and the effect of sharing it to your circle of friends, it is very important. Watch more previews and read more excellent articles on the rankings. One day you will be able to write pictures and texts of similar quality, and then wait for the day of explosion to come quietly!

6. Overseas Social Media: Instagram and Pinterest are good image social platforms. If the pictures and descriptions are well written, they can be directed to the web. Image design, content SOP, appropriate tags and topics are all key points in operating overseas social platforms, followed by tools for managing these platforms. If used properly, efficiency will be doubled.

Full-stack operation is a major trend. New media operations must actively establish their own knowledge system and collection and archiving methods. If the tools operate reasonably, they will be invincible.