What pitfalls should you avoid when promoting your APP?

Nowadays, there are more and more channels for APP promotion , which may not be a good thing for developers. The increase in channels also means that developers may encounter more pitfalls. Many developers will rashly choose to invest overseas in order to increase growth, but investing overseas does not mean that developers can return with a bundle of fruits. This method may be costly and laborious, and the effect is not satisfactory.

Promoting an APP is neither a matter of a day or a night, nor is it a simple and easy task. Whether you are a rookie who has just entered the mobile Internet or a veteran who has been working in the mobile Internet for several years, you will inevitably fall into various pitfalls during promotion, encounter various difficult problems, and then fall into various promotion misunderstandings. So what pitfalls should developers avoid when choosing promotion channels in order to better promote their products? Below, the author analyzes various popular mobile distribution channels on the Internet one by one, hoping it will be helpful to you.

Mobile phone pre-installed or flashed

The cost of pre-installing an APP on a mobile phone is generally between 2 and 5 yuan. Generally, the pricing varies from mobile phone manufacturer to manufacturer. At the same time, mobile phone manufacturers have high requirements for pre-installed APPs. This high-investment approach allows developers to directly obtain a large number of users, but the disadvantages are also obvious. As a third-party application, if it is not an application that users need on a daily basis, most users will choose to uninstall it directly, and the overall retention rate is not high.

The pre-installed APP for flashing the phone usually costs 5 yuan each, and the effect is similar to that of pre-installed mobile phones, but the input and output are not proportional. We have done a special research on flashing the phone and found that the biggest pitfall of flashing the phone is that the APP may be directly covered by other channels in the agency channel or store, so there is no way to ensure whether the user is the last round of flashing the phone, nor can we ensure whether your APP has been successfully pre-installed on the user's phone. The risk factor is very high, and the money invested is likely to be wasted.

In general, the method of pre-installing or flashing the mobile phone is more suitable for applications that users need for daily life, such as Baidu, Taobao, assistant, security, browser , etc., but the effect is not obvious.

News Channels

News channels have also become one of the common promotion methods used by developers. Currently, popular news channels include Toutiao, NetEase News, Yidian Zixun, etc. These platforms have a huge number of users, and the recommendation method is random recommendation, covering different groups of people. The overall promotion effect is average. This type of promotion is mainly for execution and will not have a direct impact on increasing the number of users. If you are a developer who is in urgent need of users or looking for seed users , it is not recommended to conduct this type of promotion.

Website promotion

Website promotion is similar to affiliate marketing. The most common promotion method is to buy advertisements from major website promotion service providers. This method of APP promotion can increase the exposure of APP to a certain extent, but the effect is not great, the price is high and it is difficult to convert volume. It is not recommended for small and medium-sized developers with insufficient funds to choose this promotion method.

GuangDianTong

GuangDianTong is an effective advertising platform based on Tencent's large social network system. Relying on the power of Tencent, GuangDianTong covers a wide range of people, has a large scale, and is cost-effective. The download cost is generally between 1-2 yuan, but the registration and activation cost is a bit high. Overall, the promotion effect is good and it is not a big pit. Developers need to prepare sufficient RMB for long-term investment to see the effect.

Search Engines

The more well-known search engines in China include Baidu, 360 Browser, Sogou, etc. Search engine promotion is mainly through search engine optimization. The APP is promoted by researching keywords and changing rankings. Generally, payment is made based on the number of clicks . This method is effective quickly, but the conversion rate is poor, the price is high, the stability is poor, and there may be malicious clicks to earn the developer's promotion fees.

Fans Pass

Fanstong is a marketing product based on Sina Weibo 's massive user base that can widely transmit relevant information to fans and potential fans. It generally delivers information accurately to the target group based on user attributes and social relationships. Although your product may get a lot of exposure , it still has to be said that this is a huge pitfall. The promotion cost is too high and the conversion rate is extremely low.

Network Alliance Promotion

An online alliance is an advertising alliance of websites. It is a way to accurately place advertisements, mainly by posting your products or websites on corresponding industry websites. Currently, the more well-known online alliances in China include Baidu Alliance, Linktech, Extreme Advertising Alliance, etc. The traffic of online alliances is good, but it is not suitable for APP promotion. Most developers should know how to use online alliances. In fact, this kind of promotion method is an unfathomable pit. Not only is it extremely expensive, but the conversion effect is also poor and the user quality is not good.

App store promotion

The app store has a large number of users and high user stickiness. For developers, this is the most mainstream promotion method and also the fastest and most direct way to increase traffic. Compared with other promotion methods, the app store has richer location resources and more diverse cooperation models. Generally speaking, as long as the recommended position you choose is not too bad, you can get very good downloads.

In terms of app stores, in addition to "3BT", mobile phone manufacturers' app stores are also worthy of developers' attention. Compared with third-party app stores, mobile phone manufacturers' app stores have a natural entry advantage in acquiring users, and their user growth momentum is strong, such as Huawei App Market , Gionee Software Store, Xiaomi App Store , OPPO Cocoa Store , etc.

Choice is more important than hard work. Good choice can enable developers to achieve better promotion results with less manpower and material resources. There are many ways to promote an APP. Only by avoiding all kinds of fancy traps can you save effort and worry, achieve better promotion effects, and get more users.

The above analysis may not be comprehensive, and everyone is welcome to communicate and discuss.