In order to keep up with the trend of the times and join the Internet industry, I also went online to find various useful materials to make up for the lack of knowledge at the beginning, such as "My Grandma's Affairs", "Qinggua Media", " Operation Uncle", "Everyone is a Product Manager "... But when theory is applied to reality, it is always a bit skinny. Our product is called Youzi Home Furnishing, which is a home furnishing e-commerce APP. At the beginning of the year, the Internet hardware decoration was very popular, and we are specialized in the soft decoration field. In fact, in decoration, most people do not distinguish between soft and hard decoration, but this is indeed an existing low-frequency and rigid-demand industry. The special attributes of the industry also mean that we cannot reach customers on a large scale like products such as social networking and overseas shopping. Those glittering "36 promotion strategies" and "strongest strategies" still need to be adapted to local conditions. My personal understanding of channels is always tool theory, so today I won’t tell you what channels there are. What I want to talk about is how to use channels to achieve goals. The three big mountains hanging over my head right now are Baidu Index, download volume, and WeChat dissemination volume. Today, I will just use my shallow knowledge to talk about the free channels I have come into contact with.Baidu Index Since it was a small company, I also did PR work on the side. At first, I just wrote some soft articles and found a few media outlets on Taobao to publish them. The KPI indicator the company gave me is the Baidu Index. Perhaps this is a habit brought by the boss from a large company. He hopes to use the Baidu Index to judge the future growth trend of products and industries. For me personally, it also expands the scope of business understanding. As time goes by and you come into contact with more and more channels, you will find that the Baidu Index or PR is not a problem that can be solved by just a soft article. Go online and search what is Baidu Index and how to improve it. In fact, the concept is very simple, which is to increase brand exposure, let others see you and want to know more about you, and then search for you in the Baidu box. Then the key is to increase brand exposure. There are many free media channels, including WeChat public accounts , Weibo, blogs, Tianya, Zhihu, Douban, and other SNS. Another one that has been growing rapidly recently is Toutiao. What I want to highlight here are Baidu’s own products. The three ones I often come into contact with are Tieba, Zhidao, and Wenku.Baidu Knows Before, I foolishly registered an account to answer other people’s questions, but most of them were blocked and the brand’s keywords could not be revealed. Later, I found an agent to post it, and found that they would deliberately separate the keywords. For example, if my name was Youzi Home Furnishing, they would make it Youzi Home Furnishing, or simply type "Youzi" and then write "Home Furnishing" in the supplementary answer. It makes me speechless, but it is also a method. Later I found out that my competitor’s brand could be written openly, with the word “promotion” in it. I just found out that Baidu Zhidao also has an open platform. After you apply, the system will push questions related to your industry to you every day according to your settings. This way, the possibility of being blocked is much smaller, and the exposure of your own brand will increase significantly.Baidu Library Many people will overlook this point, but as a home furnishing e-commerce company, we will occasionally produce some professional articles, which is the work of content operations. With the mentality of not wasting resources, I uploaded them to Baidu Wenku. But I really think Baidu is just pretending. They said I have advertisements and cannot make them public, but there really is no advertisement content at all. I had no choice but to apply for institutional certification. The system prompted that the uploaded documents would have a much greater chance of passing after institutional certification. And then there are all kinds of torture. I would like to remind everyone that for institutional certification, you need to prepare 10 articles for review. After the review is passed, someone will contact you and you need to send the materials to Baidu Beijing. Then upload these 10 articles to the library within one week and continue to upload. At present, the articles I uploaded have received views. Although the number is not large, it is at least a psychological comfort.Baidu Post BarThis is what gives me the most headache and heartache. There are many forums, but the activity level is not high, and there are also many advertising posts. In our home furnishing industry, the home furnishing bar and decoration bar have been covered with advertising posts, and if you put a small advertisement, it will be deleted. It's unbearable! At this time, you can find an agent and use a machine to brush. If you are still a little confident in the content, you can also post on the recently popular forums. When I first entered the industry, the TV series "Nirvana in Fire" was extremely popular. I smelled an opportunity, so I went to the "Nirvana in Fire TV Series Bar" and created a thread. At that time, everyone loved to talk about things in the drama, so I wrote an article about furniture and sitting posture from the perspective of our industry. I didn’t expect that it would be featured on the third day, and there were replies every day. I was very happy when I first started.Send PR Many companies do not pay much attention to this point. Thanks to the boss coming from a big company, although the company is small, he still cares about this. We publish a PR article every week, hoping that everyone can see our movements in the market or industry. If you want to show off even more, you can apply for free coverage. I have read an article written by an expert on Zhihu, and one free report brought the company a 485% increase in downloads. Of course, this kind of PR article needs solid content and requires you to have a sound understanding and opinion of the industry. What I am personally a little proud of is that sometimes the PRs I write are cited by competitors, and some WeChat public accounts have quoted my writings in full, so there are still many opportunities to increase exposure.Downloads I think everyone knows this better than I do. As someone who hasn't spent a lot of money on marketing , I'm embarrassed to talk about these things. But there is no other way. I am the only one person in the marketing department, so how can I utilize resources without spending money?Application Market There is no need to explain this, everyone knows it. First of all, it has multiple coverage. Our app has uploaded more than 50 channels. Later I read from others that before putting a product on the shelves, you need to do some preliminary research, go to some large mobile phone forums or review forums to warm up, and create some gimmicks. Xiaomi is the best in this regard. If you can find KOLs, that's great, but KOLs are indeed a double-edged sword. Then go to major application markets to apply for new product recommendations. The qualifications for new product recommendations are different in each market, and you can find information online. Here I would like to specifically mention an activity of Meizu called adaptation, which involves contacting business and technical personnel for communication. If successful, you will have a recommended position, which is of course free. After the product is polished, you can apply for the first launch . You can choose exclusive first launch or joint first launch. However, I want to say that although all major application markets have written rules for the first launch, there are still unspoken rules. For example, 91&hiapk requires an average daily download volume of 4,000 Android and 6,000 iOS. During the normal operation stage of the app, we can also organize some special activities, such as Huawei's See You on Monday and Lenovo's Fresh and Hot.ASO Optimization This is a very complicated yet very simple matter. The AppStore is much simpler than the domestic application market, so the results will be very good if you spend money and effort on it. I won't go into details here. Without spending any money, I only went to the review exchange group every day to exchange a small number of reviews with everyone. I did 5 reviews a day manually to optimize my keywords. I felt that there was some effect. The number of downloads was increasing slowly. Later, I started to exchange reviews in the Android market .App exchange volume This is easier to understand, it means free mutual benefit. Find an app with the same target consumers as your own app, and reserve an activity page on your own app for others. However, there is still some water in this, after all, no one will sincerely publish their own data. Because our products are still being polished, we don't have such a banner page reserved, so we haven't started doing this work yet. I'm still a novice in this area.Reading This has always been a pain that I cannot express in words. I have been running the public account for a while, and it has experienced ups and downs. Since I am not the person in charge of this aspect, I do not have much energy to devote to it. But based on my previous experience with public accounts, I think content is still very important. Just like what Mr. Ma Dong said: "If you are not even a step ahead of the times when creating content, you are just pandering." If financial conditions permit, it is okay to cooperate with big accounts to promote articles and activities. At other times, you should do content operations yourself and create a public account worthy of others' long-term attention. Take an official account I follow as an example, the "Xiao Ma Song" in the advertising industry. Although his official account has only 20,000 fans, a book he wrote can sell 10,000 copies on his official account. The loyalty and stickiness of his fans are still very strong, at least higher than those official accounts that apparently have 100,000+ fans. There is a platform called Weibo Easy, which is a platform that brings together WeChat public accounts and personal WeChat accounts in the circle of friends. I used it once, but the effect was not very ideal, which may be related to the person I chose. Here I would like to remind everyone that if it is an appointment-based business, the effect is quite good. If it is an order-dispatching business, don't be greedy and choose people who only cost a few dollars but have a lot of fans. Their business manager told me before that if you choose more expensive ones, the number of people is not particularly large, so the authenticity is higher, so those who want to speculate can avoid it.Final words I come from a traditional advertising background and am a newbie to the Internet, so I can only explore it slowly on my own. But after I came into contact with some agents and colleagues, I made a discovery. We have always said that the Internet will replace tradition, but for many industries, the Internet is unable to bring about industry-wide disruption, such as Didi Taxi , so the Internet and offline are in a complementary relationship. In terms of communication, although Internet platforms have broader and more accurate distribution channels, they will eventually return to the content-oriented era. Those meaningless and vulgar games and promotional ads that we can see today may be replaced by creativity as the Internet industry becomes more mature. Popular, low-priced and no threshold may be the gimmicks of today's Internet, but with the involvement of more and more big brands and fierce homogeneous competition, what will eventually remain after being winnowed by the market are those products that truly have substance and accumulation.
Mobile application product promotion service: APP promotion service Qinggua Media information flow
The author of this article @七九由(APP顶级推广), please indicate the author information and source when reprinting!
