[Practical Tips] Things about APP promotion and channel promotion!

Recently, many people have asked the following questions:

Teacher, although I have some understanding of operations, I still feel uncertain.

Teacher, what are the operation channels for operation?

Which channels are better for promotion? What are the advantages and disadvantages of each channel?

Many similar questions have been asked. Today I will write an article about channels. Let’s take a look at what channels are, what channels there are, which channels we can use, and which channels we cannot use now.

What is a channel? In my personal opinion, a channel is any medium that we can use to help improve product quality.

Channels are divided into paid and free according to their form. Let me list the paid and free channels.

Operation Channel

1. Payment:
on-line:

1. Advertising platform: Sina Fuyi, Guangdiantong, DSP, etc.

Main features: The overall volume is large, and the self-traffic of major platforms is intercepted. If the crowd and positioning are controlled, the arrival rate is guaranteed, and other marketing activities are attached, the effect is very good and can attract accurate users.

Main principles: materials (text and pictures), target groups, keyword setting, exclusion work

2. Search engines: Baidu bidding, Sogou bidding, etc.

Main features: large volume, directly intercepting traffic through search engines, and strong requirements for operators. Since users mainly come through keyword searches, it is necessary to analyze keywords related to products and users, and attach a well-optimized landing page.

Main principles: keyword selection, price, creativity, additional creativity, duration, key and IP exclusion

3. Alliance advertising: Baidu Union, Sogou Union, etc.

Main features: Since it is placed on various websites with network alliance advertisements, the volume is very large and the scope is very wide, and it still needs to be operated by professional personnel;

Main principles: material, audience and platform positioning, and placement price;

4. Navigation ads: 2345 navigation, hao123 navigation, etc.

Main features: large amount of calculation, lazy users, poor effect if the location is not good, competitive prices for good locations, expensive

5. Internal advertising on platforms: Fantong, WeChat advertising, etc.

Main features: intercepting platform traffic, can be set according to positioning and corresponding conditions, with strong control, and the price is generally more expensive.

Main principles: price, content, display frequency, and duration of delivery

6. Online media advertising: Tencent, Sina, NetEase, Phoenix, etc.

Main features: large overall volume, suitable for brand or content coverage, relatively expensive

7. Video advertising: Youku, iQiyi, etc.

Main features: large quantity, mandatory viewing, expensive

8. App: points wall, ASO, and app market advertising.

9. Personal website advertising: forum advertising, website advertising, etc.

Offline (suitable for brand promotion and improving user awareness):

1. Media advertising: TV advertising, newspaper advertising, magazine advertising, and radio advertising.

2. Official advertising: LCD advertising in subways, railway stations, highways, buses, airports and squares.

3. Indoor advertising: corner advertising, stair advertising, etc.

2. Free:

on-line:

1. Platform channels: WeChat, Weibo, Douban, Zhihu, etc.

2. Search channels: Baidu Knows, Baidu Wenku, Baidu Encyclopedia, Sogou Encyclopedia, Sogou Knows, etc.

3. Social channels: forums, QQ space, Moments, WeChat groups, QQ groups, Tieba, etc.

Operational Strategy

After we have channels, we still need some operation strategies. Only when the operation strategies are combined with the channels can amazing results be achieved. I would like to share with you what the operation strategies are:

1. Search strategy (basics)

1. SEO strategy

Through the research on search engines, we can accelerate the improvement of natural rankings, and make optimization plans for each keyword, and formulate them according to different time and cycle;

2. Content Strategy

Through the content coverage of Baidu channels and media channels, the brand exposure and traffic of products can be unified, and the corresponding weight of Baidu can be improved;

3. Media Strategy

Through various media channels, we package and promote products and marketing content, and use soft articles to increase brand weight and crawler records on search engines.

2. Marketing Strategy (User Growth)

1. Communication strategy

Spread marketing activities and events through media channels, advertising channels, etc. to increase user growth;

2. Growth Strategy

Increase the number of users of the product by optimizing in-product marketing, for example, adding a user sharing button at a certain node or enhancing the user sharing power;

3. Sharing strategy

Through sharing methods such as channel cooperation, business cooperation, resource exchange, etc., we can achieve higher user growth for the product and provide certain effects on business growth.

3. Product Strategy (DAU, MAU)

1. User strategy

Relying on its own products to establish a complete user analysis-user model-user execution, a series of methods are used to find the fit between users and products, and through this fit, methods are studied to increase DAU and MAU;

2. System optimization

Improve products and continuously improve them. Through market and user feedback, continuously optimize and iterate products, and accelerate the increase of DAU and MAU through corresponding marketing activities.

Through the channels and strategies I have briefly introduced, friends can customize their own operation routes based on these. What kind of channels are suitable for what kind of operation strategies, and whether these are suitable for your current product stage, is the basis for your decision.

Operation is a set of methodologies to ensure that the product is on the right and sustainable development path. Starting from 0, various data are used as the basis to support various viewpoints of the product. After reaching 1, it ensures that all business operations of the product are carried out smoothly, and uses various operational strategies or methods to ensure the sustainable development of the product. (over)