You can still improve your APP ranking without ASO optimization!

These days, I have been wondering if I can promote my APP well without using ASO ? Or when using ASO, how can I leverage other promotion methods? Of course, I think this way not because I don't want to do my job well, but while doing my job well, I want to see if there are any other possibilities.

I was chatting with a friend today, and I asked him if he had done ASO optimization on his APP. This friend told me that his APP has not yet done ASO optimization. I was curious and asked him why his company did not do ASO optimization. This friend said that, first, the leader did not pay attention to it, and second, the company did not know ASO. In addition, I also used the ASO optimization tool to look at the ranking of my friend's APP. Judging from the ranking curve, ASO has indeed not been done.

Well, in that case, how did this friend promote the APP? It’s actually very simple. The boss didn’t believe in the effectiveness of online promotion, so they put all their energy on offline promotion.

My friend's APP is a mobile phone valuation APP. Its main business is to hope that users can sell their old phones to them after they have appraised the value of the old phones through the APP. In this case, how do they conduct offline promotion ? Let's look at the following case:

Offline execution mainly involves offline cooperation with Gome, China Telecom, China Unicom and China Mobile. The specific contents and points to note are as follows:

1. Build good relationships with leaders of China Telecom and China Mobile

Eat when you are supposed to eat, drink when you are supposed to drink. The purpose is to get the leaders of the telecommunications company to approve the documents. After the cooperation documents are approved, they will take the documents to various cities to connect with various stores. There will be some deception during the negotiation. For example, they will say that we were sent by the provincial telecommunications company and want to cooperate with you to exchange old products for new ones, and will put the APP QR code in a conspicuous place in your store.

2. Cooperating stores will receive commissions

The store will be given a commission of 6%-10% based on the price of the order, and the telecommunications company will also provide subsidies when the store carries out the old-for-new work, and the store can also obtain commissions from friends' companies.

3. Gome has the best execution

During the contact process, we found that the execution ability of China Telecom, China Unicom and China Mobile was very poor, while that of Gome was relatively better. Why did this happen? This is mainly because their stores are outsourced to agents for operation . After getting the leaders of the headquarters to agree with them, it is not enough and we still have to communicate with the agents.

Profitability: Loss-making market

My friend often travels on business because he wants to expand his business. Last time, he came to Xiamen to cooperate with Gome. When he chatted with me, he said that his company is now running at a loss and its main purpose is to occupy the market and prevent others from entering. After hearing this, I understood.

Think about it, if the initial business covers all large, medium and small cities in China and forms a solid cooperative relationship with various partners, wouldn't the old-for-new market be firmly in hand? It's almost like an industry cage, and there is no huge amount of money burned, only a small loss. From a strategic point of view, this move is worth a try.

(Shopping apps can learn from this)

I believe everyone is familiar with fake orders. Not only does it cost a lot of money, but if you are unlucky and get caught, Taobao will demote your store. So, can we change our thinking? Yes, this case tells us that changing our approach can ensure safety and bring results.

Take lipstick as an example: now most stores increase sales by offering cash back for five-star reviews, but I think this method is too LOW.

1. How to avoid being LOW

Users only need to purchase any item from the store and put a small card in the package they send. It says, Dear, after you successfully confirm receipt of the goods and give a five-star review, you can then purchase any product in the store and it will be given to you for free.

2. Create word-of-mouth marketing by giving up profits

We make a verification code for receiving the goods, and then we put a QR code. They just need to scan it, follow it, and receive a verification code. Because now most of the people who use this are little girls. As long as this model can impress one person, she will definitely promote it to their roommates. You know, girls in junior high and high schools live in groups.

3. This way, you lose three yuan per order

Now I do OEM by myself, with low cost. Originally my lipstick only costs 8 yuan, but I sell it for 17 yuan. In this way, I have already made back both costs. Users who buy lipstick can only receive the lipstick, and users who buy a set can only receive the set... A lipstick costs 8 yuan, but I sell it for 17 yuan, and give away another one. The express delivery fee is 4 yuan, so I lose 3 yuan on every order.

4. Don’t just look at the immediate benefits

When you are doing business in the early stage, don't think about making money, but increase sales and traffic. When it is established, you will make a lot of money. The method just mentioned is a disguised form of fake orders, and all of them are positive reviews. What's more rare is that it has gained a group of real users who are willing to make a second purchase. And this group of users may bring you more users.

For example, in a noodle shop, as long as you eat a bowl of noodles here today, I will give you a small card, and you can come to our noodle shop the next morning with the small card to get breakfast. If this good thing happens, would you tell other people? I believe that most people are willing to share this good thing with their relatives and friends.

Once users share and spread it, our goal will be achieved. The two cases shared above have two things in common, that is, they spent money on promotion in the early stage, and not much, and another thing in common is that they focused on the future.

Regarding the second case, shopping apps can be used as a reference. I won’t go into details here. As a smart person, you must know what to do. In fact, if combined with online ASO, will these two products be more prominent? I think that in the early stage of market development, online ASO will bring unexpected surprises to many companies.