Teach you step by step to develop APP promotion strategy!

Since the APP of the company I work for is about to be promoted, I have been making various plans and preparations recently, so I will respond in advance to the questions from backstage readers about how to write an APP promotion plan.

Find the right position

Let’s first review what APP promotion is? The conventional industry interpretation of operations is: attracting new users, promoting activation, and retaining existing users. App promotion is the stage of attracting new users. Products are promoted through multiple channels to acquire new users. But one thing to remember is that attracting new users is just the beginning, not the end. Therefore, it is necessary to first analyze the positioning of the product and implement new user attraction methods for the target group, rather than simply for the number of users. Therefore, the evaluation indicators for channel personnel must not be simply evaluated by the amount of data.

Each App has a corresponding user portrait. You need to be able to clearly describe your product in one sentence and make it clear what kind of product will satisfy the user or user market. Then you will know what needs your product solves for users. The more thorough the needs analysis is, the more accurate the core objectives of the product will be. Another thing is user positioning, including their age, income, education, region, and even further occupation, interests, personality, etc. The last key point is to determine the user's usage scenario. Only by making a rough analysis of these can we choose the appropriate channels for delivery. For example, APP Store users generally have higher income levels and payment habits than Android app market users; in addition, different rankings in the app market also target users with different profiles. In addition to the application market channel, in the campus market that I am most familiar with, we are more accustomed to using on-campus marketing methods, because this allows us to acquire users very accurately. Find your accurate positioning, determine what you want to do, and determine where your target users are!

Competitive product analysis

As the saying goes, knowing yourself and your enemy will ensure victory in a hundred battles. Analyzing competitors can help us avoid many detours. Baidu search on PC, direct keyword search on the app market, consulting websites such as iResearch, DCCI, Alexa, and their industry websites and related communities are all channels for obtaining competing apps. After obtaining the competitor's APP, we analyze its advantages and disadvantages from the perspectives of corporate vision, market trends, product positioning, core functions, interaction strategies, and operation and promotion strategies, and conduct detailed analysis from the perspectives of downloads, number of users, retention rate, conversion rate, number of active users, active time, etc., in order to optimize our strategy. Then, we can use the tools to conduct a comprehensive market data analysis on the application and analyze the distribution and promotion of competing products in various channels. Understanding these situations will help us formulate an overall operation plan. It is also important to emphasize that we definitely do not just analyze based on data, but we need to actually download and use competing products in order to have a deeper understanding.

Goal-oriented

Next, we need to clarify our goals, because many times the promotion goals we want to achieve are not in line with the product development cycle, but are closely related to the company's strategic layout and market changes. Therefore, when formulating a promotion plan, we need to communicate thoroughly within the company as much as possible. You need to communicate how much share, how many users, how many orders, etc. the promotion tasks at different stages are, and you also need to communicate the promotion budgets at different stages. If your superiors' perceptions are too disconnected from reality, you need to use professional data analysis and detailed summary reports to convince the leadership to change expectations or increase the budget. Otherwise, setting an unrealistic goal will be difficult to implement.

In fact, I think goal setting is the most difficult point in the entire operation and promotion, because in most cases there are conflicts between your opinions and the company, and you need to learn to deal with and coordinate. If you don’t handle it well, it is easy to cause misunderstandings from leaders and they will think that you are incompetent or that you lower your requirements for yourself. At this time, you need to come up with sufficiently professional analysis data or suggestions from industry leaders to report to your leaders. Only with reasonable target positioning and the company's budget and resource support can we be goal-oriented and formulate an overall strategy.

Develop a strategy

Strategy formulation is actually about choosing which channels and cooperation methods to promote, and deciding the investment in each channel and method based on ROI and KPI. After going through the previous three points, I believe this point will be relatively easy. What needs to be noted is that the resources at hand should be allocated to different time periods according to the development of the product and the company.

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This article was compiled and published by (APP Top Promotion) by @孙凌. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!