How to promote APP efficiently in the early stage?
| How to carry out initial promotion of APP? In fact, for most products that do not have that much funding, the basic methods are really the same, including understanding product positioning, laying out channels, and building brands. Then what else is there to say? I remember reading an article called "How to Find More than 200 Channels in APP Promotion". At that time, I thought that, theoretically speaking, the more channels there are, the better. The more channels there are, the more places to cover users and the more download entrances there are. But my question is, do we really need to find 200 channels? It takes time to find so many channels. Even if we find them, should we promote all of them or should we prioritize some of them? Later I thought that during the initial promotion of the APP, even if you know the general methods, you should still pay attention to two points: The first is to do a good job in monitoring and analyzing data. When laying out channels in the early stages of App promotion, the general idea is "widely lay out channels - data monitoring - adjust priorities based on data", so how much time you can save depends largely on how well you optimize the channels. The second is to do a good job of sorting out the information. There is a lot of detailed work to be done in the early stage of APP promotion. Please use spreadsheets and other methods to sort out what you need to do, such as the channels to be laid, the submissions to be made, and the contacts to be found. After understanding these two points, let’s talk about what we should do specifically. 1. Understand the product: know yourself and know your opponent 1. Understand the product user positioning How to locate product users is directly related to our subsequent promotion direction. Where our users are determines our different promotion directions. So how do we locate it? Then you need to carefully consider the following three questions: 1. What is our product? 2. Who are the users of the product? Where? 3. What problems can we solve for users? What services are provided to users? Once you figure out the answers to these three questions, the general direction of the promotion will emerge, and it will also be easier to formulate subsequent promotion strategies. When I was recruited to work on an APP product, the first thing I did was to go straight to the product manager and ask him if he had written a competitive analysis of the product before. If so, I would definitely read it from beginning to end. I could also ask the product manager about the target audience of my product and the product's functional features. Of course, if you still feel it is not clear enough, you can conduct questionnaires online or offline, and select potential users for in-depth interviews. 2. Understand all the functions and details of the APP. It goes without saying that you need to be clear about the target audience of your products. Another thing is to understand the functions and details of your products. 3. Competitive product research The analysis of the same category apps on the market does not require you to have an in-depth understanding of the business model, but at least you need to know which products are in competition with yours and the different directions of similar products. This way, as an App operator, you will be able to understand the promotion data of competitors in a targeted manner. Volume of competing products: Pay attention to their downloads on iOS and Android, and try to understand as real user data as possible through indirect methods, such as using some third-party tools to view traffic. For iOS, you can use tools such as AppAnnie and App Radar, and for Android, you can use CoolChuan, which also has certain reference value. What hot words are used by competitors? You can use Appying to search for the popularity of your competitor’s brand words and whether they have been on the hot search list. Tools such as appannie/aso100/appduu can monitor changes in keywords. Does the competing product have any promotional resources of its own? The product manager will conduct product research from the functional perspective. Can you see if there is anything worth learning from the competitors from the perspective of promotion? Below are screenshots of the interfaces of QQ Music and Kugou. What advantages do you think the two have in leveraging product features for promotion? How to promote competing products. Which recommended positions have been posted, which advertisements have been run, which partners have been found, etc., can be found out by collecting information or asking indirectly. 2. Lay channels: Let users find you When a product is first released, there is a blank in the channel. Do these basic things well so that at least when users search for you, they can find you easily. Regardless of whether this channel is big or small, it is controllable and can guide users in a positive way. So what reason is there not to try and optimize it? In order to reduce the workload, you need to organize the product information and channel information in an orderly manner, such as - 1. Prepare detailed description of the product, screenshots, one-sentence description, keywords, market classification, etc. 2. Organize the data analysis template, including App retention, activity, new additions, function usage, etc., as well as the effects of various channels; 3. Apply for developer accounts in major markets, collect statistics on the volume brought by major markets, and regularly select and maintain them based on the data; 4. Organize the first launch requirement documents, recommended rules, and relevant persons in charge of the application market in major markets. If you have any questions about the first launch rules, be sure to ask clearly. 5. Accumulation of resources such as application market promotion groups. I won’t go into much detail about this, as a lot of app market news is released through official groups as soon as possible. Join these groups to avoid missing out on some activities and topics; 6. Understand the prices of mainstream paid promotion channels, the charges of various promotion methods, CPT (pay per day for market position), CPA (pay per performance), CPD (bidding, pay per download), CPM (cost per thousand), and develop paid promotion methods and combinations as needed. 3. Branding: Let more users know you Building a brand is not something that can produce results in a short period of time. Everyone must take the time to calm down and carefully study and think about it, and also spend some time waiting for the results. No matter what, it is imperative to reach out to your users, show them your products, let them experience your products and amplify the positive aspects of them. 1. Register and classify forum and community accounts. Understand the rules of each platform and the rules for posting, and record them in a detailed Excel document for easy reference and future dissemination. If you have already organized these things, find some interns to help you complete the basic work. Whether it is a forum based on the application market or a vertical forum in various fields. In this place, as long as the method is used well, it is very easy to obtain early target users and pseudo target users. For a newly released APP, your first batch of seed users are very likely to come from the forum. Of course, it’s also a good idea to do SEO for your own brand. 2. Determine the level of investment in new media based on product positioning. New media is still very popular and is a great help to brands. If used well, it can have a significant promotional effect with little effort. But you must look at the company's positioning of new media before doing so. New media is not just about publishing articles and organizing activities. If you want to truly attract users, you must analyze and produce content based on the product situation, target population, user psychology, product advantages, current hot topics, etc., and either the content is high-quality or it provides valuable functions. If the company can guarantee a certain amount of investment, then it can plan well. If it is difficult for the company to have full-time people to do it, let alone establish a new media operation team, then you have to lower your expectations for new media. 3. Make some friends in the media. There are always some friends who will ask, "Can you help recommend XX friends?" when they just start promoting an APP. After kindly recommending it, they threw a product introduction and asked right away: Our APP has just been launched, can you help us report on it? Spend money to save time, save money to spend time. Either you invest money, or you spend time writing a good article, or you have a good relationship with him, otherwise who would help you publish for no reason. 4. Improve the entries of Baidu, 360, Sogou and other encyclopedias, and create interactive questions and answers. This work is very tedious, and it can be done by having interns carry out process-based operations. For example, you can split it into "manuscript editing and creation - manuscript submission, modification and confirmation - publication and maintenance - review and statistics" and let the interns do the operations. 5. Prepare some activities in advance, just in case it becomes popular? In the early stages of APP promotion, don’t think about achieving overnight success and designing an event that will become popular all over the country overnight. Just do some activities that are more in line with the characteristics of your own products, whether it is a prize-winning solicitation, a competition, inviting users to experience the product, an offline gathering of seed users, or making a fun H5. It is best to make a good activity plan before the APP goes online. You can organize activities in conjunction with the launch, or you can see if there are any major festivals within one month of the launch that you can plan activities for. After all, once the product is actually launched, if you have limited manpower, you may be too busy to take care of this work. In addition, activities are also one of the best ways to retain users in later operations, so you must prepare in advance. |
<<: Seize the peak season for wedding dress marketing and make your promotion more effective!
Recommend
The latest ranking of 2018! Data from 39 information flow platforms are released!
The latest traffic rankings for the major popular...
How to sell goods through live streaming on Douyin if you don’t have fans? Can I do live streaming and sell goods without fans?
I want to sell goods on Douyin, but my Douyin acc...
Internet celebrity Jiaoshou·Newbies can quickly get a million views in 7 days, practical high-quality courses, 0 basics, 1 person, 1 mobile phone
Internet celebrity Jiaoshou·Newbies can quickly g...
In-depth analysis of the paid membership system in the e-commerce industry
Why are you a member of Dismantling the E-commerc...
Hua Chunying tweeted: China has provided more than 2.4 billion masks to the United States. Let's see how many masks each American can get!
Original title: Hua Chunying tweeted: China has p...
Who is the next Perfect Diary? Re-answering "Changes in Chinese Brands in 2020"!
“What has changed in our world?” 1. New brands: N...
Want to operate an e-commerce platform? Let’s understand these first
% ignore_pre_1 % Recently, some friends have been ...
【motioner】3D software brawl｜Dreamlike combos from concept to screen【HD quality with material】
【motioner】3D software brawl｜Dreamlike combos from...
Cross-border e-commerce has also fallen in love with live streaming?
Unlike previous Double Elevens, this year's D...
How to monetize TikTok?
Recently, Tik Tok has become a battleground for M...
Detailed explanation on how to quickly reconstruct the operation strategy of private domain e-commerce
Tencent’s official definition of private domain i...
Cheese Rhythm Cao Maogui Wealth Secret Key Stock Market Training Course 10 Videos
Cheese Rhythm Cao Maogui Wealth Secret Key Stock ...
Linzhi Mini Program Development Company, how much does it cost to join a travel agency mini program?
How much does it cost to join the Linzhi Travel A...
How to increase the click-through rate of Tik Tok short videos?
Today I will share with you (what types of Tik To...
How can business services achieve positive growth in search promotion effects? Optimization ideas reference
1. Background Main business: Business service ind...