9 pitfalls you must know when promoting your app
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Those who do APP promotion , whether they are newbies or veterans, are bound to fall into traps accidentally. Today we have specially compiled some common app promotion pitfalls. In addition to reminding everyone, we also welcome students who are doing app promotion to comment on their sad experiences. Trapped by “timing” In recent years, the development of mobile Internet has been too fast. A large number of entrepreneurs have begun to target APP entrepreneurship. Millions of APPs have emerged in just a few years. The difficulty of APP promotion can be imagined. Correspondingly, the increasing number of promotion channels also means that the traffic of a single channel decreases and the cost of promotion investment increases accordingly. User habits have also changed. In the past, everyone liked to browse the app market to see which app was highly ranked and recommended on the homepage, and then download it. Now, most users use the search box to search and download, and leave after downloading, without staying in the app market. Although the traffic brought by major application markets is gradually decreasing, application markets are generally considered to be places where traffic is concentrated, and the publication rate has not been reduced. However, the mobile Internet is changing all the time. The media with large traffic last year may not be as popular this year, and previous promotional experience will soon become obsolete. For example, the previously popular methods of ambushing forums and sending soft articles to QQ groups will be less effective once the window bonus period is over. Suggestion: Promotion students must always pay attention to some of the more popular platforms nowadays, and do not always follow the trend and focus on a few large application markets. What everyone is doing may not be the most suitable for the product itself. According to my aunt's analysis, this year is considered to be the explosive year for information flow advertising . While the cost is not yet unacceptably high, you might as well choose a few mainstream channels to place your products based on the characteristics of your products. The competition will become more and more intense in the future. Being tricked by the "developers" There is a popular saying in the circle: "Even if your product is a piece of shit, you still have to find ways to promote it." Regarding this sentence, I want to say which unlucky person wants to harm the poor promotion? Two words: Reject! After working hard to find channels for promotion, users download the app and find that the download link cannot be opened/it crashes/the page design is ugly/the functions are duplicated/it is too complicated and they don’t want to play. The product lacks core competitiveness or has flaws. Even if the number of downloads increases after promotion, what percentage of users do you think will open the app again? Suggestion: Please repeat after me: Products are the source of traffic growth! The basic development, testing, UI, etc. of the program must be done in place. Don't rush to launch it just to save time. To describe it with a very popular word nowadays, it is "craftsman spirit". Users have become picky. If you want to make a breakthrough in the army of apps, no matter how finely polished the product is, it will not be excessive. Being tricked by the boss There is a type of boss who is very confident in his product and wants to get millions of downloads through free promotion , so the company provides very few resources for promotion. However, the reality is that even the competition for paid promotion is already very fierce. Even good wine needs to be promoted at a distant alley. Maybe the promoters are quite capable and have spent a lot of effort in the early stage to finally accumulate a group of users, but the funds in the later stage cannot keep up, channel incentives cannot be delivered, and the increase in users can only gradually decrease. Suggestion: If the resources are too limited, the promoters can first develop the free channels well, and strive for more resources. In the battlefield of app promotion, money is your ammunition and weapon. Being tricked by the " dry goods author" Newbies who have just entered the industry tend to believe in "dry stuff". They do not consider their own product characteristics, usage scenarios, main user attributes, etc., and blindly copy the successful experience of online APP promotion. For example, in terms of channel selection, they invest a lot of resources in one or two popular channels, or conversely, spread the channels widely. This actually wastes time and manpower costs. The most frightening thing is “I saw on a certain website that the advertising effect of XX channel is not good, so I won’t advertise on it either.” Suggestion: When reading useful information, you must take into account the personal connections of the author. The useful information itself is also intended to broaden the ideas for promotion. When choosing channels, you must choose the most reliable way to evaluate the effects. Practice is the only criterion for testing truth, so it is recommended that you try more. Trapped by "Contract and Finance" You should read the contract carefully, whether it is an electronic or paper version, and check carefully to see if there are any unfavorable clauses before stamping. In terms of finance, pay later if possible. Nowadays, there are many scoundrels who take the money but do not follow the rules. Suggestion: Be careful when it comes to matters involving law and money, and learn basic legal and financial knowledge. Trapped by statistics Those who often do promotion on Apple AppStore should have this experience: no matter which channel you download through, it will eventually jump to the AppStore. In the end, there is no way to evaluate the effectiveness of each channel. The approaches of Android and iOS are different. My aunt’s advice: Those who are working on iOS should be cautious. It is recommended to test a small amount first. Being tricked by the person you are dealing with Who hasn’t met a few contact persons these days who are boastful, boastful and unreliable? Suggestion: Listen to the advice of friends in the industry and look for one with a good reputation. Being cheated by channel dealers For example, I agreed to buy a points wall , but the channel dealer switched it to a machine-generated one. The unit price of the fake volume was much lower than the real volume, and the price difference brought huge room for kickbacks. There is a vivid example on the Internet: "Tens of thousands of yuan in promotion costs, tens of thousands of activations , but only 7 real users" Do you think those who promote APP will cry? Suggestion: It has to be said that with the improvement of science and technology, the simulation degree of fake users is getting higher and higher. Traditional indicators such as user registration rate , retention rate , average usage time per person, operator information, etc. can all be falsified. Now we can only hope for the introduction of new regulations or the emergence of higher-level intelligent algorithms to identify fake traffic. Trapped by “Strategy” Promotion itself is something that takes time to accumulate. The speed of industry development and the increasing number of competitors make many people feel that they will fall behind others if they are a little slower. Therefore, they will put forward requirements for promotion, such as reaching a million in two months, which is actually very difficult. Some like to invest a lot of resources in the early stage, and achieve a short-term burst in the rankings. However, the subsequent funds cannot keep up. If you do not cooperate with advertising promotion in the next few days, this will not achieve the best effect. "Burst and then maintain" is the best strategy. Another problem is that the evaluation of the effects on details has not kept up, such as the selection of the time period for ranking , keyword optimization, etc. It is best to establish a set of operational effect monitoring indicators suitable for the product itself, so as to adjust the strategy in time according to the effect. Suggestion: This pitfall is common among inexperienced newcomers. You can join more app promotion circles or get to know some experienced seniors and learn from their experience. summary: In actual practice, there are certainly more than just a few pitfalls in the APP promotion process. However, only by absorbing the lessons learned from predecessors can we better achieve the promotion goals. The app promotion also reflects the difficulty of app entrepreneurship. If you want to gain enough attention from users and prevent it from becoming a phenomenal product that is popular for a while, you must be good at both development and promotion to have a place in the application market. App promotion is not easy, so cherish every moment of it. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @姑婆 ( Qinggua Media ). Please indicate the author information and source when reprinting! |
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