Full cycle solution for APP promotion!

Regarding App promotion, whether it is methods or practical techniques, I believe everyone has read many related articles or listened to the sharing of many industry experts. However, what I am going to share today may not actually be that “dry”, but rather it is about how to build an overall framework for promotion or have a comprehensive understanding of APP promotion , apart from actual practice.

We often like or are accustomed to hearsay, and hope that today’s sharing can help everyone have a more complete understanding of promotion.

product

Product Positioning

It refers to what kind of products the company has to meet the needs of its target consumers or target consumer markets. For product managers , it means what kind of products we should make to better meet the needs of our target groups. However, for most operators responsible for channel promotion , what we have to do is to find the target groups of the products and let them know about the products.

Therefore, when we are responsible for the promotion of a product, we must first think clearly about who the target audience of our product is. Clear product positioning and target group analysis are the cornerstones of operational promotion. In my opinion, all promotion revolves around positioning.

Take the recently popular live streaming social software as an example, their positioning is very clear - live streaming. Then they just need to find users who like to play live broadcasts. Then internet celebrities and those who have already gained some fame on other platforms and love live streaming are naturally their first wave of important seed users . As far as I know, Inke’s early anchor users did come in this way, which brought a lot of traffic to their later development. Because internet celebrities have their own fans, these fans will also be converted into users of the products.

Competitive product analysis

There are at least 150 similar competing products in almost every category. How do they survive in such a competitive market? This will give me some inspiration. Therefore, it is a good idea to do some competitive analysis before promoting your products. When doing competitive product analysis, product managers may focus on aspects such as UI interaction and product functionality. In addition to this, operations also need to pay attention to the following aspects of competing products:

1. Market positioning of competing products

2. Target audience of competitors

3. Operation and promotion strategy

4. Market Data

I won’t go into details about market positioning and target groups here, I believe everyone already understands. Since they are similar products, we have the same target audience, and on this basis we can analyze their promotion strategies and market data.

Here are 2 methods:

1. Competitive product data of Baidu Index

In the Baidu Index, your own keywords may not be included in Baidu. At this time, you can make a judgment by searching the Baidu Index of competitors. On the one hand, these data can help you understand user portraits, and on the other hand, by looking at the time periods with the highest historical popularity, you can understand whether they have conducted promotional activities on online media channels or social channels. If you can find it, you can continue to analyze the content, form, etc. of their activities, and then accumulate experience for the next activities of your own products.

2. Competitive product data in the app store

The download volume, number of reviews, star rating, etc. of competitors in each market reflect how much they value this market. What other reasons are there for valuing a particular market, other than the huge volume it brings? You have to believe that everything you are going to do has already been figured out by your predecessors. If you want to improve your work efficiency, then spend some time to see how others do it.

Here is a picture for your reference:

market

Market positioning (category, label)

First, let’s look at two pictures. The first picture is the distribution map of new applications added by Xiaomi in the first half of 2015. It is not difficult to see from the above picture that there are many categories in the market, the number of new apps in each category is also increasing, and the intensity of competition in different categories is also different! So when the product is launched, you must think clearly before deciding when choosing a category in the developer background, and don't make decisions based on your imagination. Frequent changes in categories will affect the weight of the APP and thus its ranking.

For example, look at the following picture:

Market Analysis

Android

Domestic Android app stores are mainly divided into three camps, represented by BAT (Tencent App Store , Baidu Mobile Assistant , and Ali APP Assistant). Among them, you may not be very familiar with Ali's APP Assistant. Here I will briefly introduce it to you:

(PP Assistant Open Platform is Alibaba 's only Android mobile distribution center. The platform has integrated the three major application markets of PP Assistant Android version, UC App Store, and Taobao Mobile Assistant, and connected to Shenma Search, etc., with over 100 million users. And the multi-faceted integration is believed to be to facilitate the rapid distribution of apps to Alibaba's high-quality channels. You can learn more about it later.)

The six major app stores represented by mobile phone manufacturers ( 360 Mobile Assistant , Xiaomi App Store , Meizu App Store, OPPO App Store, LeTV App Store, Huawei App Store)

Third-party app stores ( Wandoujia , Anzhi, etc.)

iOS

The only official channel is the AppStore, and in the country everyone mainly optimizes for this channel. The specific optimization measure is the well-known ASO optimization. Apple began to frequently modify its ranking algorithm since the second half of last year. As for how to optimize the ASO of the Apple Store, I will tell you in detail in my later sharing.

Promotion plan

A point of view that I have always held is that "the core of promotion lies in strategy, and what operational promotion needs to do is to integrate resources and then maximize the use of resources." In layman's terms, when fighting against a powerful opponent, if you want to win, you must attack from multiple fronts, constantly conduct trial and error analysis, wait for an outbreak, fight your way out of numerous channels, and win with the last move!

So how to formulate a promotion plan? Provide the following ideas:

1. Set promotion goals

The goal here is not to set a very high download volume for yourself at the beginning, but to make yourself clear about what you should do at each stage. After doing these things well, the download volume will come naturally. So don’t act blindly, do meaningful things with purpose!

2. Improve the details of the plan and grasp the three stages of promotion

After thinking clearly about our goals, we can simply divide the entire promotion cycle into three stages, and then continue to improve the details of these three stages to achieve the stage goals.

Online promotion channels are mainly divided into the following three types:

1. App Store

2. Online media channels

3. Social channels

Today I will mainly talk about the promotion of the App Store. The latter two channels have a lot of content and are also being verified, so I will not say more today. It is enough for everyone to have this concept.

Phase 1: Infrastructure

1. Be familiar with the rules of mainstream stores and register an account

The rules of each store are different. Being familiar with the rules and the content of the supported activities can better help with a series of promotions in the future. Therefore, at the beginning, you must carefully look at the content of each developer's background to have a clear understanding of it.

2. Prepare materials for APP launch

Screen Shots

Once we are familiar with the rules, we will find that materials such as product promotional images have different specifications for each market. At this time, you should ask your design colleagues to make them according to the requirements in advance, so as to avoid the embarrassing situation of photoshopping your own photos during the uploading process.

Product Description

Although it cannot directly affect the number of APP downloads, it is recommended to write fun and interesting content based on the clear introduction of product functions, so as to arouse everyone's interest and increase the download conversion rate .

Channel Package

Whether you use a third-party Umeng to monitor data or your own backend, you must divide the channel packages. Only in this way can you judge the volume-bringing capacity of each market and then invest your main energy.

3. Data monitoring

After the product is launched, we need to observe the APP’s ability to attract traffic in the market in the early stage. At this time, we should not only record the download volume of each market, but also record the ranking changes of each market. The ranking here includes category ranking and keyword ranking. Only in this way can we find the reason when the data changes suddenly. Moreover, the essence of application market optimization is to continuously improve the display position of the APP. Only with more exposure can there be downloads!

Phase 2: Verify hypothesis and contact channels

1. Competitive product analysis

Rapid trial and error is based on the analysis of competing products. After we have done the competitive product analysis, if we do not have a particularly good promotion plan at this time, we can propose hypotheses based on the analysis of competing products and conduct quantitative testing. For example, you find that the number of reviews for a competitor in market A is more than that in market B. Then at this time you can make an assumption that market A's comments have a higher weight. Can a product's ranking be improved by having more reviews? When you have this hypothesis, you should verify it quickly, and you may get unexpected results.

2. Contact channels

The domestic market is full of mixed products, and the quality of the channels is even more uneven. At this time, you should contact and understand as many third-party channels as possible to prepare for the next paid promotion plan.

Phase 3: Develop a plan to increase downloads

At this point, the product has been online for a while and has generated a certain amount of downloads, and we can see the real reaction of each market. Referring to the analysis and data records made in the second phase, you can start preparing to optimize rankings and increase downloads.

At this time, choosing which market to start from depends on your data records (rankings, classifications) in the first stage and your competitive product analysis and understanding of channels in the second stage.

The promotion budget is based on the understanding of the channel. If you want to be cost-effective, you have to put more thought into it. Brushing up rankings and inflating traffic are both unspoken rules in the industry, and each channel has its own methods. Here I share with you several operation methods, and you can judge for yourself which one is better.

1. One-shot flow

This type refers to simply concluding that there is no effect after the first wave of promotion ends and then stopping subsequent operations. It is like trying to eat a big fat man in one bite and making things difficult for yourself.

2. Burst flow

“I heard that doing this can bring in volume immediately,” so a wave of volume was immediately arranged. The data showed that there were hundreds of volumes on weekdays, but suddenly there were tens of thousands for a few days and then it dropped again.

Why does it fall down and stop when it finds no change? This not only makes the background data curve difficult to interpret but also makes it impossible to find a pattern.

3. New version flow

Version 2.0 is about to be launched, please push it quickly. It is a correct idea to combine important time points, but do you just want to have fun once?

4. Steady flow

Comprehensively analyze competitors, products, markets, etc., and conduct long-term quantitative analysis by channel. Observe the changes in different markets at different stages and at different scales, record data, and look for rules.

5. No-brainer flow

Generally, they do not consider the long term, which is a combination of 1.2.3.

Effect monitoring

The so-called effect monitoring is actually data collection and data analysis .

Data collection

1. Ranking (category ranking, keyword ranking)

2. Download volume (download volume, activation volume)

3. Comments

Data analysis

As a channel promoter, we don’t need to reach the level of a data analyst. What we need is a data analysis approach. This idea can be expanded in this way, and these ideas are already included in what I have said before:

1. Be clear about the purpose of the analysis (are you looking for reasons for changes in download volume? Or reasons for changes in category rankings?)

2. What data should I analyze to achieve this goal (i.e. what kind of data is needed to achieve the purpose of analysis)

3. How should I collect this data (make a table and record it myself, use a third-party statistical tool , or find a technical guy)

4. How should I organize this data (how to visualize the data using tables? Flowcharts?)

5. Analyze data, verify hypotheses, and draw conclusions.

Channel selection

As mentioned above, we need to contact channels. So how to choose channels? Here are some points for reference:

1. Technical strength

2. Do you have experience?

3. Operation form

4. IP id weight, registration time, number of times used

Someone asked me how I know this? My advice is to check out the reviews of the store. Some people use Chinese characters for comment IDs, while others use numbers. This is the difference.

As for channels, everything else is basically the same except for the differences in technology and experience. Because the algorithm remains unchanged, everyone's understanding of it varies greatly.

For example, the taste of McDonald's and KFC is similar. The raw materials used are similar, so why do the tastes differ? The reason is that the actual operations are different.

at last

Market changes are like weather changes, and no one can broadcast them in time. When data and experience accumulate to a certain level, promotion is actually the mastery of the overall strategy. I hope these contents can be of some help to everyone.

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