1. Learn to analyze competitive products

Competitive analysis is one of the most important skills in every position.

Are product managers the only ones who need to do competitive product analysis? In my opinion, any position, including CEO, requires "competitive product analysis". Competitive product analysis may not necessarily mean analyzing a certain product function of the competitor, but analyzing all aspects of the competitor from different angles, provided that there is a valuable product or team. A product manager's competitive product analysis can be to analyze the functional structure of competing products, a designer's competitive product analysis is to analyze the design style, and a management level's competitive product analysis is to analyze the team structure and management methods. For App promoters, competitive product analysis is to analyze the launch strategy of competing products, which can help us understand the channel market. In addition, if you are a novice in App promotion or are new to App in an unfamiliar field, observing and analyzing the launch channels of competing products is also an important way to help you quickly learn about this field. Therefore, competitive product analysis will give you two most valuable gains:

①. Learn about competing product launch strategies

②. Observe the dynamics of competing products

2. Learn to control budget and cost

According to the data from the venture capital data public account "Hydrogen Information", an average of 12 companies receive financing every day. It seems that Internet companies always have endless money to spend. App promotion is a position with the largest budget in a startup company. The budget given by the company leader is in hand. However, being able to control the budget to bring the highest effect is what every boss wants to see, and it should also be the promoter's own excellent project experience. Therefore, before controlling the cost budget, you must understand:

What stage is your product in?

From a product perspective, there is hardly any product that is so arrogant that it can be promoted and marketed recklessly once it is launched online. If there is one, please purchase with caution. A good product must be constantly polished. During this process, the product architecture is still imperfect and the user experience is not very good. At this time, you should constantly improve the product through various operation mechanisms from an operational perspective, rather than blindly spending a lot of money to acquire users who may not be your exact users, or the users you most want but cannot retain.

Make promotion plans in advance:

Spending money without a plan is just digging a hole for the company. Therefore, in order to be responsible to the company and your own project experience, please make a good promotion plan before promoting.

3. Basic business skills

App promotion will inevitably involve some external cooperation. At this time, you need to contact channels, other CPs, leaders or bosses. For the sake of cooperation, you may need to constantly try various methods to make this cooperation possible so that your performance can be closer to KPI. At this time, you must have basic business capabilities. This skill is not something you are born with. Sometimes you need to act cute or act mean. After all, KPI is money.

4. Go to meetings and participate in activities

Putting aside the attribute of App promotion, most Internet people are keen to participate in various activities and socialize . Maybe it's for cooperation, or for learning, or of course maybe because you don't have to work on Friday afternoon (many activities are held on Friday afternoon), so in addition to the points mentioned above, you may also need to participate in some activities. The most important thing to gain:

1. Learn App promotion knowledge

2. Make more connections

3. Discuss a cooperation

4. Learn more about channel resources

5. A good reason to not work and not have your salary deducted

5. Pay attention to industry hot spots

Keeping enough attention to the industry is a basic quality that every position in every field should possess. This has no direct relationship with the promotion of your own App. What it can bring you is an excellent habit and the learning and improvement of other extended skills. In addition, as a marketing promoter , you can grasp the industry events and work-related dynamics. Of course, the chances of success of hot spot marketing are very small, but we need to keep trying.

6. Build your own network

If you don't have any of the above points, then it will be a big plus if you have enough personal connections in this circle. The personal connections mentioned here are not just adding WeChat friends and leaving mobile phone numbers, but personal connections that can really work with you when you need them. For example, you are planning a conference event, then you need enough publicity channels to support it. At this time, you hope that a certain App can support you as a co-organizer, but now your event cannot bring exposure or other benefits to the other party. If it is a stranger, others will definitely look down on you. Therefore, it is enough to see the importance of personal connections.

7. Master the promotion channels

For most companies, the first thing to measure whether a person is competent for App promotion is not to see the above points at first glance, so mastering the App promotion channels is the most basic point. The following is the most basic channel information listed for CP:

Android App Store :

Market: Baidu Mobile Assistant / 360 Mobile Assistant / App Store/Xiaomi App Store / Huawei Software Store/ Lenovo Music Store Meizu App Store /OPPO Coco Software Store/ vivo Mobile Assistant/ Samsung App Store/Hammer App Store/ Wandoujia / App Store / Sogou Mobile Assistant/ Mumianyi / PP Assistant (UC Taobao Mobile Assistant)/Anzhi...

• Required skills:
• How do I submit my app?
• How to apply for the first launch ?
• How to achieve keyword coverage ?
• What are the rules for natural ranking in the free help/general list?
• How to apply for a topic?
• What are the rules for volume exchange cooperation?
• What are the regular activities?
• Advertising rules?
• …

IOS channel : Market: AppStore/PP Assistant/Hippo Assistant/ SyncPush /Hippo Assistant/Quick Apple Assistant/XY Apple Assistant…

(AppStore) Required skills:

• How to become a popular search?
• How to cover the keywords of Gengduyo?
• How to improve keyword rankings?
• How to optimize comments?
• How to make associative words?
• How to write description/ title /keywords?
• How to improve ranking?
• How to accelerate the review ?
• How to get editor's recommendation?
• …

Network alliance channel :

Charging model: CPA/CPD/CPC/CPS…

Offers Wall :

• Which points wall has a large volume?
• What is the quality of users?
• What is the industry reputation?
• Are the functions comprehensive?
• Pay now and pay later?
• Are the functions comprehensive? Brush download? Retention ?

Information flow :

( Today's headlines / Momo information flow/UC browser / Sina Weibo Fantong /Sohu Huisuan information flow/Tencent information flow)

• Account opening requirements?
• Material review?
• How to sell?
• Optimization tips?
• …

Offline channels:

Ground promotion /subway and bus/building elevator/advertising media…

• Audience
• Value transformation
• Location

Related cooperation:

Super App (paid advertising/free partnership)

• User attributes
• User level
• User Quality
• Cooperation
• (Paid) Sales Method

Exchange cooperation

Cooperation form: Exchange between apps/Exchange between apps and app stores

Purpose of exchange: activation for activation/download for download/exposure…

Conversion form:

• Content Cooperation
• Resource Replacement
• In-app recommendations
• …

PR Communication

PR Communication

Social Marketing :

Weibo Nine-square grid (group formation/find big V /creativity)

H5 communication (preparation/planning/production/implementation/communication/conversion)

Celebrities/Big Vs (resources/promotion methods)

News release dissemination:

• Startup Financing Report
• Related technology media
• App Recommended Report

Others: Data analysis Data analysis platform: (Baidu Statistics/ Umeng Statistics/ Zhuge IO /TalkingData/self-owned statistics backend) Analysis dimensions:

①User behavior analysis

• User behavior path
• User usage time
• User usage frequency
• User churn analysis
• …

②Channel effect evaluation

• Download rate
• Registration Rate
• User retention rate
• User activity
• Cost per download user
• Cost per activated user
• …

App operation and promotion auxiliary tools :

• ASO U
• Cool Transmission
• Cicada Master
• ASO114
• ASO100
• Appannie
• AppDuu
• Appbk
• Application Radar

Function comparison:

• Comment monitoring function
• Keyword monitoring
• List ranking monitoring
• Keyword data export function
• Delisted App Monitoring
• VIP Privilege Comparison
• Android/IOS channel coverage
• …

above. These are the skills you need to know for promoting an App. If you have any additions, please leave a message for discussion.