How to make an idea for app promotion?

The Internet population dividend has disappeared, and the most direct consequence is that product traffic has not increased. The most distressed group is of course the people who do operations ! Every day you are asked by your boss to organize activities and write copy , and your boss also gives you orders directly: our goal this month is to achieve 100,000+ readings and attract 10,000 new users, and the important thing is to spend as little money as possible.

At this time, you may be thinking thousands of "Cao Ni Ma"s in your heart, "Is this how I can live? I want to change products and markets..." So we have to cherish our partners who do operations. Having said so much, how do we promote the app now?

This article is not about teaching you how to bring in 100,000 users with zero budget, nor is it about telling you some channels for attracting new users. In fact, there are a lot of channels for attracting new users on platforms such as Zhihu and Renrenshiship.com , but every time you look at these channels, how many of them do you actually implement? I think very few. Have you ever thought about why? Because these channels are all points, the channels listed by others are the ones they have tried, and may not be suitable for your product. In addition, these channels are scattered points, that is, a few here and there. What you may need to do is to integrate them or use them in series with a systematic thinking, so that they may become your own thing. This article is to teach you how to make an idea for app promotion.

It's very simple. Most of the operational work we do now is to promote apps or WeChat public accounts , so ideas determine the way out. The first thing to be clear about is what your work indicators are? Maybe each of our colleagues has different work focuses, but they all revolve around attracting new users for the product. Attracting new users essentially reflects how many people use a product every day, so one of our important goals is daily active volume . Of course, this daily active user is not the ultimate goal of our operation. Our ultimate goal may be conversion , profit, etc., but this involves the business model , so let’s not talk about it for now. Therefore, our highest goal is to ensure how many people come to this product.

Looking at the picture above, I have listed out the factors that affect the daily activity of our products. It may not be all of them, but they are the tasks we have to do every day and are very obvious. Including push, recall, and active opening. Let’s talk about them one by one.

Actively open

Among the users who actively open the app, some may be old users or new users, so we make a simple distinction between these users. Since these two types of users affect our ultimate goal - daily active users, we must take targeted measures to manage these two types of users well.

New Users

New users are users who are attracted through various channels, so the quality and quantity of channels determine the number of our new users, so the work we need to do to attract new users is much clearer. Including but not limited to SEM , ASO , event marketing , brand activities , SEO , and exchange cooperation. Of course, if your company is a wealthy company, it will involve a lot of budget expenses to support the promotion of this product, so there will be some paid channels, including information flow ads and splash screen ads in various super apps, which are the main source channels for new users. Therefore, if you list them clearly and then formulate specific implementation rules in a targeted manner, you will not be so confused and not know what to do.

Old User

Old users are just relative to new users. They are already regular customers of our products and may have developed a certain degree of loyalty, or they may still be in a wait-and-see state. At this time, what the operator needs to do is to maintain the users who stay. For example, planning some fan welfare activities, promotional activities, coupon activities, etc. Of course, the most important thing is to return to the product, because the product is the bond for users to know you and become familiar with you, so operations need to listen more to user opinions, collect feedback, formulate product function planning plans for the product, polish the product together with the product, and constantly give users new experiences, so that users will gradually develop stickiness.

Push

Push notifications largely determine the daily activity rate of a product. Pushing good content can retain users and also have a certain dissemination effect, thereby continuously attracting more new users. Of course, push is also the best way for us operators to achieve KPI. It has low budget, high efficiency, and basically no effort is required to increase daily activity. However, sometimes the quality of the tools and the proper selection of content become key issues.

Reach rate

The reach rate is critical. If the push tool you choose is not guaranteed, or the reach rate is not high, you will be in tears. For example, the reach rate of the third-party tool used in our previous product Gushihui was so high that it made people want to smash the backend. The reach rate was less than one-third, especially for Android. Due to the diversity of Android (can the major Android phone manufacturers form an Android alliance?), the success rate was pitifully low. Some mobile phones automatically block the push of information, so the reach rate was even lower.

iOS may be better. Now many apps will automatically and friendly remind users to turn on message push after they are opened, such as the picture below. Therefore, there are only two solutions to this reach rate problem. Either you change to a more expensive one, which may be better, or you develop the backend yourself, but success is a problem. Whether you can convince your boss depends on your deception.

Click-through rate

If the success rate is greatly improved, the next thing is the click-through rate. If your content is not attractive enough, even if the success rate of the push is high, it is a waste of time and energy. So there is a question of the attractiveness of the copy. I believe that everyone has read a lot of articles on how to improve the open rate of your push . For example, your presentation format and scene push are crucial.

For example, for our product, 8:30-9:30 when the A-share market opens is the time when investors rush to open the app. This is also the time when users most want to see some pre-market analysis articles, so if you push some must-read pre-market articles that have operational significance for their subsequent opening, these articles will be very popular and the opening rate will be guaranteed. After the market closes, investors will also like articles such as closing review and tomorrow's strategy. Therefore, scenario-based push is very important.

In addition, we have also seen a lot of EDM and text message push notifications from Maimai, Tantan , and LinkedIn, all of which use people's curiosity to attract users. This is how the copywriting hits on human nature to attract users. In short, the click-through rate is highly dependent on copywriting and scenario-based content to attract users to click.

recall

Recall is to use a series of measures to recall lost users or users who have not opened the app for some time. The means here are the familiar EDM, SMS, push, and other paid and free channels. Above we mentioned the recall push from Maimai, LinkedIn, and Tantan. Users who have received their messages will know that they put themselves in the shoes of users and know what these users are thinking. For example, I go to LinkedIn probably to meet more elites, and then the push text given to me is that so-and-so has accepted my invitation, please click to meet them immediately.

The copywriting on Tantan has also changed recently. For example, if someone likes you at a certain time, you can click on it immediately to see who it is. Because people who go on Tantan usually want to do that or meet more handsome guys and beautiful girls, so at this time, copywriting based on human nature will play a big role.

In addition, it should be noted that the recall is based on knowing the user's mobile phone number, QQ email address and other information, so the user needs to be asked to supplement this information when registering. Another very important thing is that the background must be monitored, otherwise the user's information cannot be obtained and the recall action is also performed.

Okay, the above is based on the daily activity of a user, and then lists some factors that affect the daily activity, but these factors are subdivided and finally broken down one by one. This will create a clear logical order, and it will be clearer what to do and when to do it. When doing product operation or app promotion, I am afraid that it will be a mess. The thinking clues in my brain are like a bundle of threads, and I can’t find which end of the thread is right. That will be troublesome.

The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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