Little dirty! How to make APP operation and promotion "hard" and "soft"

APP operation and promotion , to put it simply and roughly, is to communicate well with users. It is the closest to users among products, technology, and operations ! For APP operation, the main focus is on attracting new users and promoting user activation and retention. Of course, there are many ways to operate, including "soft advertising" and "hard advertising".

APP operation, to put it simply and crudely, is to communicate well with users. It is the closest to users among products, technologies and operations! For APP operation, it mainly lies in attracting new users and promoting user activation and retention. Of course, there are many methods of operation, including "soft advertising" and "hard advertising".

APP operation, these times need to be "hard"

1. Spend money on ASO optimization and Baidu SEM promotion

At present, the competition for ASO and Baidu SEM keyword rankings is very fierce. If you want to get a good ranking, you need to spend money on promotion; especially for short-word bidding, you need to keep spending money to quickly improve rankings and APP downloads;

(1) Focus on industry keywords: clarify your target user group and understand the user's search behavior; analyze the industry keywords that your competitors focus on (industry market or industry keyword segmentation); for example, if the brand word is activity box, then the subtitle can include: activity operation, APP operation tool , APP activity operation and other popular and competitive words;

(2) Promote competitor brand words: To promote competitor brand words, you must do your homework, understand the industry giants, collect their brand words, etc. Then, add their brand words to promote in paid promotion ;

For example: the micro-mall industry is currently quite popular, and there are many micro-mall developers in the market. Mcmore Micro-mall, Youzan, and Weimeng are all relatively well-known micro-mall brands. Therefore, many small developers spend money to promote these three brand words to intercept traffic;

In this case, the editor thinks: having money can really make you "hard"

2. Promote press releases and build good media relations

I have been troubled recently because the number of registered users has been growing slowly and a competitor has emerged to compete for the same keywords. My boss asked me to find out how the competitor promoted the app. But I found that the competitor directly spent money on press releases, which simply talked about new features, business cases, etc. The content lacked novelty.

The brand effect of press release promotion is very strong; large media platforms can forward it, forming a chain communication effect, and it can also be displayed as a keyword search;

Press release promotion must be "hardened" so that the brand effect will "bang bang bang" rise straight up!

3. Community operation promotion, content promotion, platform promotion, self-media promotion, WeChat group , QQ group promotion

In these platforms, in addition to "hard advertising" in content, account name setting is also an important part of "hard advertising". Many times, when you are bubbling in the community , users will still pay attention to your account name. Therefore, the account name needs to be set to your own APP project name, which can also achieve a brand effect. Especially in community promotion, it is a key way to make you "hard".

For APP operation, these situations should be appropriately "softened";

1. Leverage copywriting and connotation copywriting

Many operators know that " leverage marketing " has a great influence, but many APP operators still don't do a good enough job in this regard!

Speaking of " marketing by leveraging momentum", the most classic one is definitely Durex's "Dudu"; many people think of Dudu when they talk about "marketing by leveraging momentum"; when there is a copywriting by leveraging momentum, many people want to see how dirty Dudu is this time; many people think of Dudu when they talk about "dirty"; in terms of copywriting, Durex has done the ultimate; Durex's copywriting is absolutely "soft", but at the same time, their products can make you "soft" and "hard";

2. In-app activity operation

Activity operation can be regarded as a magic weapon to promote user activation and improve retention, but many people do not make good use of this magic weapon! Many activities pushed by operators are not innovative, and the pushed content is not accurate, which leads to serious loss of APP users.

In terms of activity operation, if you want to be "soft", you have to start with activity creativity, activity copywriting, etc., so that more users want to participate in your activities;

If the activity is too "hard", you can do a survey for me and I will give you a chance to win a prize! The effect of this kind of activity is very poor;

Of course, if your event is not creative, then you have to consider precise event push! Push different event templates to different users, and then write different copy for different users. This is also a relatively "soft" method;

APP operation is nothing more than attracting new users, activating, promoting activation, improving retention rate , etc.; APP needs to adopt different strategies at different stages of development; when it is time to be "hard", you must be hard, not soft! Time will not wait for you, seize the opportunity and let your product spread! Of course, it is not so good to be "hard" all the time, it is time to be "soft"!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

Author of this article@ The activity box is compiled and released by (APP Top Promotion). Please indicate the author information and source when reprinting!