APP promotion is a big proposition. To do a good job in APP promotion requires rigorous promotion logic and repeated consideration and experimentation.

This article will systematically explain Internet promotion and operation, as well as all the precautions and work details that we need to pay attention to, by solving the four core problems of Internet APP promotion and operation .

01. Thinking system

The essence of APP promotion logic is three points:

Channels, traffic pools, products/services

Obtain free or paid traffic from channels, aggregate the traffic into traffic pools, and finally slowly convert the traffic into products/services through the traffic pools. The indicator for user increase is conversion rate (number of registered users/number of attracted users), and the conversion rate of sales increase is ROI (Return Of Invest).

The three most important elements of promotion and marketing are:

Users, scenarios and channels

What is the user profile of the people gathered on each channel? What are the usage scenarios for people using this channel? These three must be thought through thoroughly, which is very important for our subsequent copywriting and promotion methods.

Finally, let's sort it out again. The basic work ideas of promotion and operation are divided into the following five steps:

After mastering the basic theory, the next step is to disassemble it step by step according to the basic working ideas.

02. Determine the user profile

The key to finding a suitable promotion entrance has never been to use external traffic platforms as indicators such as large traffic and high user activity. The most important thing is: accurately define our users!

Determine the user portraits as shown in the figure below and summarize them into about 3 groups.

There are three different situations for creating user portraits:

· Sort out and summarize typical users through existing product data .

Understand our users through extensive user research and interviews . This can be done through your own company or a third-party company.

If there are no users , make inferences on a small scale, and then use experiments to see the conclusions, and continue trial and error to determine what the profile of Vaughn's users is.

03. Determine the promotion method

After establishing the user portrait of our product, we also need to do a preliminary review of our promotion goals.

What is the ultimate goal of our promotion this time?

If it is just for trial promotion , the channels you choose must be few, Weibo, WeChat, etc. can all be tried.

Data -driven promotion focuses on three-dimensionality. You can choose multiple channels, such as alliances, search engines, etc.

Promotion of social hot events is strongly related to hot topics, with the emphasis on speed. Evaluate existing resources, aim to quickly roll out, and then decide whether to open new channels based on the results. The effect is good, and other channels are quickly contacted for further promotion.

When choosing a channel, don’t just follow the crowd. If everyone says that Baidu promotion is effective, then don’t rush to Baidu to do promotion. You must find a platform that is suitable for our users to promote. There are several issues we need to consider when deciding on promotion methods:

What kind of content in this channel will arouse users' desire to buy our products ?

Everyone in this channel is doing something , and users also want to do something, and what they want to do just happens to overlap with my product.

There are a large number of users who need our products , and the number in this channel is huge. · Users have a need to buy our products. How do they find similar products and services?

Confirm channel data and user-reaching logic in advance:

What is the situation with the number of channel users?

How is the traffic?

What are the main covered areas?

How well do the characteristics of the population match?

What was the cost of acquiring customers in the past?

Think about these 5 questions again and again before choosing a promotion channel!

It is also very important for us to collect daily user behaviors: attend offline theme salons, join industry groups and cooperation groups, hang out in industry vertical forums, collect products from a user's perspective, and conduct continuous user research and user interviews.

When you discover a new way of promotion, don't deny it immediately. New ways of promotion are very important. If you discover new ways of promotion first, there will be a huge price difference, and the company can also obtain huge profits through the huge price difference. And during the promotion process, remember not to spread channels indiscriminately. Spreading 100 channels is far less profitable than fully utilizing one channel.

Never set limits for yourself. Think about both online and offline. Don’t think that Internet operations can only focus on online. There are also many good opportunities for promotion offline, and we must seize them as well!

04. Pre-promotion preparation

There are two main aspects of the preliminary preparation for promotion: channel scheduling + material preparation and presentation format. High-quality channels are scarce, so communication must be conducted three to four weeks in advance.

Material preparation and presentation format: short copy and banner position, the priority focus is conversion! ! Focus on stimulating users and attracting their attention. When pushing long pictures and articles, reading experience is the first priority, and emphasis is placed on logical progression. Here I recommend a book to you called "Copywriting Training Manual". Landing page: The guiding path is the most important, and the focus is on encouraging users to take corresponding actions (registration, purchase, etc.).

05. Promotion and marketing work methods

The conversion process is of utmost importance! Be sure to sort it out!

Design conversion paths based on scenarios.

The conversion path must be single! short! Credible!

· Build conversion scenarios based on user decision types and decision costs.

After determining the conversion process of the promotion, three ideas are provided for optimizing the conversion rate:

1. Optimize traffic quality and switch to better channels.

2. Shorten the conversion process and make the conversion steps as short as possible. Preferably no more than 5 steps.

3. Make corresponding improvements to the links with low conversion rates.

Conversion rate data reference indicators:

1. Conversion rate of detail page: 1% – 4%

2. WeChat click conversion (QR code/reading original text) 1% – 2.5%

3. Traffic platforms, Guangmeng, etc. 1% – 2.5%

4. APP, download conversion rate 1% – 1.5%

06. The core logic of marketing promotion

▎ Media resource purchase and possession type

The content and copywriting basically determine all the effects.

1. The exposure is basically constant and will not change much.

2. Exposure basically depends on: content and copywriting.

3. Clicks also basically depend on copywriting and other promotional materials.

▎ Information distribution and traffic promotion

Special topics and special areas of app stores (Apple Store, Wandoujia, etc.) SEM (paid advertising space) ranked in the top search platforms (Taobao, JD.com) put in the corresponding topics

Lacking internal network resources, the promotion strategy we need is:

With certain internal channel resources, the promotion logic is as follows.

There are 3 points worth noting:

1. The cost of exposure is basically constant, and the degree of information content optimization depends on the effect of optimization.

2. Copywriting contributes greatly to clicks, and the platform’s promotion efforts and planning capabilities are equally important.

3. The conversion rate mainly depends on the streamlining of the process, the preparation of copywriting and other materials.

▎ Spread event promotion

There is a certain element of luck involved in viral events. The first thing is planning and conception. If good results are achieved through one’s own channels, then secondary promotion can be continued through familiar resource locations. If the performance is also very good, continue to contact channels with larger traffic for promotion. The promotion logic is as follows:

1. Exposure and clicks depend on planning ability and a bit of luck.

2. The conversion effect depends on the logic, process streamlining and the ability to specify the conversion strategy.

▎ Promotion of performance-based advertising

Baidu SEM, Advertising Alliance, Guangdiantong, etc.

For performance-based advertising, you must test the waters first before launching it on a large scale. Don’t invest huge amounts of money in a minute-by-minute manner.

Common performance advertising methods:

1. CPM (Cost Of Mile) Cost per thousand impressions

2. CPC (Cost Of Click)

3. CPA (Cost Per Action) – Install/Download

4. CPS (Cost Per Sales)

5. CPT (Cost Per Time) User usage time

07. Data monitoring, analysis and optimization

The essence of data analysis is to adjust the direction through feedback and then achieve the optimal return on investment (ROI).

▎ Data acquisition method

1. Propose data requirements and conduct demand tracking for product development, etc.

1) Sort out the data requirements of "website/APP"

2) Further determine the demand for data selling points by sorting out the website process

2. Access a third-party data platform. Here are some recommended websites for you.

1) Baidu Statistics

2) Sensors Data

3) Google Analytics

4) Umeng

5) Growing IO

▎ Data Analysis and Comparison

1. Compare the standards of specific data (average conversion rate of certain indicators).

2. In the absence of a standard, set a standard based on common sense and then verify it.

3. Compare the conversion rates of each link by referring to the standards and find conversion defects.

▎ Optimize the promotion effect

1. Enumerate all the reasons that affect the promotion effect, and compare and verify them one by one.

2. A/B Test to see which solution users prefer.

▎ Tracking Links

To think about the effect of a certain action on links, replace the website in different positions with:

Original URL? src=letter

You can use "English, half-width" to fill in the letters, and you can detect the traffic of different channels.

There are many pitfalls in Internet promotion and operation

Many times we don’t try

I don't know where the pit is.

Failure is common

Summarize more and think more

Slowly there will be growth

The above are just some of my thoughts and conclusions.

Welcome everyone to discuss with me~

Source: Happy Fat Water