The most complete! Summary of mini program channel promotion, saved!

Mini Program is a lightweight product that was not well received when it was launched. It has no way to share and few entrances. But even so, in the year since its release, the enthusiasm of "explorers" who have tasted the "delicious crab" to study it has waxed and waned.

WeChat 's official continued strong support has also responded to people's expectations. More and more new entrances have been added, and promotion methods are endless. Every update reveals a new direction for the WeChat team. Today, we will detail all the current promotion methods of WeChat Mini Programs , as well as all access entrances.

Like public accounts , mini programs have unique names. Whoever registers first and uses it first will no longer be able to use the name. And the recommendation weight obtained after certification is relatively high.

Therefore, the earlier you register for the mini program, the better. The name should not be too long, and it is best to combine some high-frequency, high-quality keywords in the industry. When users search for services in the search box, the first mini program displayed must be the mini program whose name is closest to the search result. The ranking of a mini program is related to its name, description, launch time, user visits and overall quality.

Currently, mini programs already support custom associated keywords. In the "Promotion" module in the mini program background, you can configure up to 10 keywords. So how can you make users find your mini program first when searching for keywords?

In the early stage, you can use the WeChat Index to compare the popular words in the past 1-4 months for keyword comparative analysis. Make good use of the monthly modification opportunities, combine with current hot information, analyze and count user search habits, and continuously adjust and optimize keywords.

The keyword promotion of WeChat Mini Programs is somewhat similar to the keyword promotion of Baidu, except that it is currently free, while Baidu's keywords are expensive. By querying the WeChat Index, we can see that the traffic of many keyword searches on WeChat has exceeded that of Baidu's keywords.

It is recommended to optimize every 1-2 weeks based on the data to avoid errors caused by differences in user usage habits at different times of the week.

In [Nearby Mini Programs], the mini program will be automatically displayed to WeChat users within 5km. All online mini programs can be exposed here for free, and one mini program can add 10 geographic locations. In other words, making a mini program is equivalent to giving the store 10 more exposure opportunities.

For example, a restaurant has developed a small program. When nearby WeChat users want to eat without seeing the restaurant, they can open WeChat to check nearby areas, and then see the store. They click on it and find it good, so they can make a reservation to dine in the store or try the take-out service. Merchants can also provide membership cards or coupons in mini programs to attract users to shop in stores.

It is no exaggeration to say that the advertisements on the wallet entrance page are advertising spaces set up by WeChat only for its "own children". Although they are also paid promotions , only companies with deep cooperation are eligible to enter this item.

WeChat mini programs support direct sharing with friends. Once we have made our own mini program, we can share it directly with friends or ask friends to help forward it. Mini Programs do not currently support direct sharing to Moments, but sharing the Mini Program QR code in Moments also supports long press recognition and opening.

So after we have completed the mini program, we can download the mini program QR code, make it into a beautiful poster, introduce the specific uses of the store mini program, and share it on WeChat Moments for promotion.

WeChat has gradually relaxed the restrictions on associating official accounts with mini-programs. Now a single official account can be associated with 10 mini-programs of different entities, and one mini-program can be associated with 500 different official accounts at the same time! At the same time, the official account is also the most abundant entrance to the mini program. Developers can flexibly build various connections between the mini program and the official account according to their own needs.

1. Public account article entrance

1) Text jump

2) Image jump

3) Card jump

Currently, advertisers can create new "in-text ads" in the background to connect CPC ads in public account articles with products in mini programs.

2. Bottom Menu

3. Store Mini Program

4. WeChat Card and Coupon Mini Program

Users can directly jump to the mini program by clicking on the advertising page at the bottom of the tweet. Currently, merchants charge about 1 yuan per time for GuangDianTong. After users click in, they will become users of the mini program.

Guangdiantong is very similar to paid ranking , and continuous delivery can bring a steady stream of traffic to businesses.

I believe that many people have received WeChat Moments advertisements from the mini program "Youchehou". The advertising patch contains the mini program code, logo and slogan of "Youchehou". Click to enter and you will reach the homepage of the mini program "After Having a Car".

This is another major move to expand the promotion channels of mini programs after WeChat opened up advertisements in tweets and Tencent social advertising (Guangdiantong).

Social instant discounts are an important part of the e-commerce mini-programs’ emergence in the WeChat social ecosystem , and have helped many mini-programs such as “ Mogujie ”, “Pinduoduo”, and “Wanwuzhi” to make profits.

Taking the "Wanwuzhi" applet as an example, after the payment is successfully made in the applet, the applet "instant discount" will be generated and then [invite friends to receive it together]▼

The mini program "Social Instant Discount" is actually similar to the shared red envelopes of [ Meituan ] or [Are You Elephant] to a certain extent. It can promote exponential growth by sharing with WeChat friends or sharing in WeChat groups , and the card format of the "Instant Discount" is more attractive.

After the user receives the "instant discount", it will be stored in the card wallet in the form of a card coupon. After opening the first-level entrance to the card wallet, the user can use the "instant discount" the next time he makes a payment in the mini program.

This approach can, to a certain extent, enhance customer stickiness and create certain opportunities for second or even multiple repurchases.

There are many other ways similar to "instant discounts", such as group buying, bargaining, etc. These methods can lead to the fission and spread of mini programs in WeChat groups, which can greatly help the promotion of mini programs.

The chat applet is a quick entry to historical applet that has appeared in group chats or chats with friends. It is used in conjunction with tool applet that connects the group IP to promote repeated use by users.

The APP can share the corresponding mini program card to WeChat, and you will enter the mini program after clicking it. If you click "Friends help grab tickets" from the Ctrip app and share it to WeChat, after your friends click on the card, they will be redirected to the mini-program page to help friends grab tickets faster.

And now, WeChat has launched a new heavyweight "promotion channel" - WeChat mini-programs can jump to mobile apps! This means that heavyweight product apps and lightweight product mini-programs can be seamlessly connected, and traffic can be directed without any obstacles!

Of course, once users of mini programs are satisfied with them, they will probably switch more to APP→→ mini programs in the future.

Template messages are push notifications generated by WeChat Mini Programs to each user within WeChat, and have a wide range of application scenarios for any type of Mini Programs. Content apps can use it to prompt updates, e-commerce apps can use it to prompt promotions or unpaid payments, and tools apps can use it to prompt completion of daily goals. Every push makes users gradually become dependent on the mini program.

By placing the Mini Program on a third-party Mini Program store for promotion through payment or other means, Party B will promote the Mini Program to the homepage or front list according to specific rules.

As the name suggests, it is to import traffic from WeChat and other media platforms through tweets. But we should pay attention to the objectivity of the copy and the quality of the soft article. Finding media whose fans have a high degree of commonality with the target users of the mini program is also the key to promotion. Currently, many self-media with more than 100,000 followers have clear submission prices.

The most common way of this type of promotion is to entrust the mini program to a third-party operating company, which then forwards and circulates it in the thousands of WeChat communities under the operating company to promote large-scale activations. The advantage of this method is that it is effective quickly, but the disadvantage is that the user group it is deployed to may not be the target users of the mini program, and if there are problems with the product itself, user retention in the mini program will not be very high.

It is important to note that any organization or individual who uses thousands or tens of thousands of WeChat groups to promote your advertising at "very attractive" prices should consider the quality of their groups and your conversion rate .

Many users who have opened mini programs have their own mini program QR codes. For example, if you want to eat, some restaurants allow you to scan the QR code through WeChat, enter the mini program and order by yourself, saving the trouble of queuing and dealing with sales. For restaurants, it reduces the cost of waiters’ sales pitches, and for customers, it saves time and avoids impulse purchases. In addition, restaurants can analyze customers’ preferences based on their consumption habits and conduct targeted marketing through offline QR code promotion .

At the same time, different parameters can be set for each mini program QR code to facilitate managers to evaluate the performance of promoters.

It should be noted that the QR code of the mini program cannot be automatically generated using a QR code generator .

【Conclusion】

At the beginning of its launch, traffic source was once the biggest bottleneck for the mini program. Since the mini-programs were able to insert tweets in April 2017, WeChat has continuously empowered the mini-programs, and the traffic entrances and promotion paths have become increasingly diverse.

Regardless of the intensity or frequency of the upgrade, these actions all demonstrate WeChat’s determination to quickly break the closed ecosystem of mini programs.

【Don’t forget the true meaning of mini programs】

The ultimate mission of the mini program is to link services, connect offline merchants, and offline traffic. The “use it and leave it” feature of mini programs means that the first step is just to get visits, but you can’t become a fan.

In order to make users come back after using the product, it is necessary to plan a series of activities based on the characteristics of the product and service, so that fans can truly interact and spread the word. Only then can the operation of the mini program be truly considered a success.

Therefore, the operation and promotion of mini programs require specific plans to be designed for different industries and offline scenarios, and we should not expect them to be used right away.

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

Product promotion services: APP promotion services, advertising platform, Longyou Games