APP promotion encounters obstacles? See if it's these nine reasons

One phenomenon brought about by the explosion of the mobile Internet market is that there are more and more APPs. As an APP promoter , sometimes I feel that promotion is becoming more and more difficult. Many friends in the industry often ask me questions like, "We have developed an APP, how should we promote it?" or "We have tried several channels to promote it, but the results are so limited." At this time, I usually take a detailed look at the situation of this APP and then give some constructive suggestions. After so many times, I have summarized some reasons in this regard. Today I would like to share with you why your APP promotion will encounter obstacles. I hope it can give you some inspiration.

First, the quality of the APP is poor

Sometimes things need to be found at the source first. Take the compatibility of APP as an example. After many APP teams develop products, they just test them on a few mobile phones. If they think there are no problems, they will hand them over to promoters for promotion. In fact, many promoters do not pay much attention to the quality of APP products. At this time, blindly spending effort on building a large number of channels and occupying the resources of various online stores will have predictable results. Many mobile phones will not be able to install the app, resulting in a pitifully low conversion rate . It is no surprise that a large number of users will be lost.

Therefore, in order to avoid such losses, APP promoters are advised to have a basic understanding of the quality of their own APP and communicate well with developers. When the number of users is not increasing, the boss will most often ask for promotion.

Second, bad timing

Bad timing is another problem in app promotion. Five or six years ago, it was easy for many apps to gain millions of users. But now there are too many people entering the mobile Internet industry, and it is easy to imagine how difficult it is to succeed in this red ocean of app entrepreneurship . Xiaomi, 360, Meizu and other manufacturers are all developing their own app stores . The high degree of concentration has led to the dispersion of traffic and increased promotion costs. So it’s not that the product is bad, but that the wrong decision was made at the wrong time.

Third, lack of strategic direction

Lack of strategic direction means just blindly imitating others. I will do what others do with their apps, without lagging behind at all. The result of doing this is that you will never be able to surpass others. When promoting an APP, you must have your own promotion direction and plan. Just imitating others will only make you die faster. When promoting something, remember to do it all at once. You must follow the plan and steps instead of being a follower.

Fourth, user needs are too vertical

This is a common mistake made by many APP applications that want to be innovative and changeable, over-emphasizing the segmentation and precision of user groups. For example, a friend wants to make an APP for Beijing clothing classification, targeting clothing wholesale markets and practitioners in Beijing and its surrounding areas to facilitate information release. Personally, I feel that it is not very useful. First of all, the user group is too fixed. Secondly, there are already some websites and large applications with similar functions. Why should users download such an APP? What new help it can provide to users are all issues that need to be considered. Therefore, it is too difficult to promote such an APP well, and the conversion rate must be poor.

Fifth, users have too high quality requirements

One of the problems discovered during promotion is the excessively high quality requirements for users. Many apps, especially those for dating and gaming , set very strict user screening criteria for themselves. But the reality is that today’s users are not that stupid and they understand these traps and purposes too well, so the result is that the harsh screening conditions drive users further and further away. Because don’t forget, users are the basis of APP selection rights. Therefore, for the sake of achieving a goal, giving up the interests of users and letting one's own APP take a narrow path will also make it difficult to promote it.

Sixth, the promotion cycle is short

Like I said before, promotion is a long-term job. However, with the current speed of industry development and the increasing number of competitors, 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. In fact, this is very difficult to achieve. Only quantitative change can lead to qualitative change. A certain amount of accumulation in the early stage is indispensable. Even if the promotion volume surges in a short period of time, I believe the quality of users will not be too high. Therefore, it is recommended that APP promotion should set its promotion cycle in years.

Its 70% cost or low cost

There are some useful information shared online that say that promoting a certain APP can reach a certain number of users at no cost or with little cost. When I see such articles, I can only say that there is no free lunch in the world. If promotion in the APP industry can make people rich overnight, then why are many CPs still spending money to find volume and queue up? Or if you know a big boss in the Internet industry and you can add a download link on their official website, you might still have a try, but how many such opportunities are there? Therefore, under the current situation, it is almost a pipe dream to want to promote the APP without spending money.

8. Lack of resource accumulation

If you really want to achieve great results with small investment and use a very low-cost method to promote your business, you must accumulate resources. For example, your team has a large amount of traffic resources or extremely strong personal connections, and those who use the Internet to promote comedians are also people who have accumulated certain resources over a long period of time. Using these existing media resources and traffic resources for promotion can save money. On the contrary, without these, saving money to promote an APP would be harder than climbing to the sky.

9. Lack of follow-up funds

For a startup team, the initial funds are all invested by themselves. If there is a lack of follow-up funds, it will become very dangerous. As the ancients said: "Before the troops move, the food and fodder must go first." Some APP applications do not have follow-up promotion funds and only rely on some low-cost promotion methods in the early stage. It is difficult to persist until the moment of victory with enthusiasm alone. This also gives a reminder to many friends who are interested in getting involved in this field. Whether it is starting a business or promoting, sometimes the key is whether the capital chain can be provided.

Unity is strength

No success can be achieved casually. A successful APP promotion is not that easy. It needs to be coordinated with the company's product positioning, product quality, and the accumulation and thickness of early resources to achieve a certain perfect effect. If you can pay attention to the above points and work together as a team, promotion is actually not that difficult.

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Qinggua Media (www.opp2.com) is a domestic mobile APP promotion platform.

Author: Mushroom Distribution