Do you really know how to set promotion goals for your APP?

Nowadays, many newcomers who are engaged in app promotion or have just taken over an app promotion project will be asked to write a promotion plan and goals. The setting of this goal should be consistent with your promotion cycle. For example, if your promotion cycle is one year, you have to write a promotion goal within one year. It depends on how long the set promotion cycle is. I will assume that your promotion cycle is one year to set your promotion goal.

Assuming that your promotion cycle is one year and the target user base is 1 million activated users, the promotion can be divided into three stages.

The first stage is the seed user promotion period.

The so-called seed user promotion period is when the app is just launched and the market is basically blank, with no entries, no Weibo posts, no topics for user discussion, and no news. As for the app itself, the app has just been developed and has only been simply tested. The quality is not very high. It has not undergone complete testing on a large scale and multiple models. There may still be some quality issues. At the same time, many functions of the app are still relatively basic. It is just a beta version, and the interface is relatively simple and rough. There is no mention of external channels, so there is basically no information on promotion.

The promotion period at this time is mainly the seed user period. The promotion target is to have a part of primary users. The target of primary users can be set at 10,000-100,000. When the number of users reaches this scale, it basically takes three months. During these three months, the usability of the software, functional problems, adaptation problems, and user feedback will allow a product manager to see which aspects of the app have more problems and need improvement. The main task of the promoters during these three months is to create an encyclopedia entry and an official Weibo account. The official Weibo account must be established first. At the same time, they can go to four or five medium-sized channels to check the download volume and user comments. At the same time, they can cooperate with the product manager to collect various feedback from users, find out the problems with the product, accelerate the update and upgrade of the product, and make the functions and quality more perfect.

Generally, after two or three months of seed user testing cycle, an app is basically complete in terms of quality, functions and market. This is the basic period. After the basic period is completed, a large-scale user growth promotion cycle will begin, which is what I call the second promotion cycle.

The second stage is the growth user promotion period.

The stage of rapid user growth is the time for full-scale promotion, with the goal of achieving rapid growth in the number of app users. At this time, more people are needed for promotion. One person can be responsible for channel construction, and one person can be responsible for business cooperation. Basically, all the lines that can be opened for promotion are in full open state. App stores , software download sites, browser channels, event channels, operator channels, first launch , recommendations and other means must be exerted. No matter how small a fly is, it is still meat, so don't let go of any corners, so don't let your channel personnel be idle.

At the same time, business cooperation can start in an all-round way with online merchants and offline stores, especially consumer goods stores, which have more individual users and can bring in many users. It depends on whether we can reach a cooperation agreement with you. In addition, cooperation with newspapers and magazines should be focused. Remember one thing: you will never lose money by cooperating with the media at any time. The media is a loudspeaker. What the media says for you is more effective than what you say yourself. This is a truth. When cooperating with the media, you can exchange resources and spend a little money. All of these are acceptable because behind the media are people, more users and circles. The media can not only bring you brand effect, but also bring you users. Cooperating with the media is the most worthwhile. We once reached a strategic cooperation with the old magazine "Story Club", which brought great brand awareness.

In addition, if you have a budget, you can invest it and start spending money. Of course, when spending money, you should be cautious in choosing channels and try to choose some high-quality channels. For example, a friend recommended me a channel for pre-installed software in a business hall. It is mainly installed one by one by the staff of the business hall to the users who come to the store. This source of users is the most reliable. Although the number is not large, users know what the software is used for before installation and have some understanding of the software. This is many times better than silent and built-in. The good thing is that users have a perceptual understanding. If it is good in the future, users may introduce it to other friends, forming a word-of-mouth effect. However, silent and preset modes do not have such an effect, and the experience they give to users is that of forced installation. The users we want are those who are aware of the app, not zombie users. Aware users are the most valuable users because they can bring the greatest commercial value. The goal at this stage can be set at 100,000-500,000, with a cycle of three months. In this way, the seed user period and growth promotion period are 6 months, which lays a more solid foundation for the subsequent explosive user growth.

The third stage: explosive user promotion period.

The so-called explosiveness is like a 10-meter-high rock thrown into a reservoir, which can create huge waves. The previous seed user promotion period and rapid growth promotion period are actually both preparations and preludes. There may be more methods during the explosive promotion period.

It is mainly about brand exposure. You can see that the main force of promotion in the first cycle is the app itself, and the main force in the second promotion cycle is the app promoters. Then the third promotion cycle is the comprehensive use of brand exposure and industry resources, mainly event marketing . For example, the Yu Jiawen incident of Super Course Schedule , the Milk Tea Sister incident of JD.com, the Durex skirt incident, etc. are all event marketing . Only those with a dissemination volume of more than 1 million in the industry are called events. This is the real event marketing. The real event marketing is known to everyone and can climb onto the Baidu search rankings. Only then is it called event marketing. Therefore, in order to achieve explosive promotion, we need to do event marketing, and the effect of event marketing is to climb onto the Baidu search rankings. If this event marketing becomes popular, the volume of the app will increase rapidly. At this time, what is being evaluated is the creativity, not the goal, because evaluating the goal will limit the creativity. You have to learn to go all in.

If you want to do event marketing, you can look for a public relations company, your own media , or new media . It is best to find innovative media and products. For example, what are the latest product forms? Micro videos can be counted as one, Moments can be counted as one, self-media can be counted as one, and it seems that Zhihu can also be counted as one, with many big guys coming to ask and answer questions. New product forms have strong vitality and development potential. Users will automatically be curious and it is easier for users to feel excitement and happiness. If you do event marketing based on traditional forums, you may become outdated because forums are too old. Personal blogs are even more outdated. Therefore, you must be a trend-setter of the times, keep up with the times, seize the most innovative products on the tide of the times, and use them as the outbreak point for event marketing. This is the first step.

The second step is to find the right form of the event. For example, Milk tea and Dong Ge are a girl-older-uncle love story, the Jiawen incident is the arrogance of the post-90s generation, and the color of a Durex skirt is the boring and trouble-making type... In summary, the planned events must be mixed with all five senses. Don't do the same old things, no one wants to watch them. They must be innovative, exciting, and melodramatic. Subsequently, event marketing will involve many things, such as the legality and controllability of communication, which must be grasped in a timely manner. At least find a worldly-wise marketing director to control the pace of marketing.

This last trick is the ultimate promotion trick. If used well, the number of users will be a small problem. The goal of the third stage is temporarily set at 1 million. If it reaches 10 million, please give me, the author, a big red envelope. The two aspects of promotion are channels + brand. If you achieve the best in both, you will be successful.

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