What are the most cost-effective APP promotion methods?

This topic is not my best, because most of my previous work was about users or communities. I am not an expert in promotion and I am still learning a lot of things, so the outlines I give are mostly things I have done or am familiar with. I hope you will understand! There are some details we can discuss together! Thanks to Xiubei, Paomian, Songshu, Xiaoyao (who sorted out the voice content), Jiangshan (organizer) and my fans for their support.

outline:

The best promotion actually means excellent products, good user experience and reputation, solid operations , abundant resources and connections, and sufficient funds and talents.

1. App Promotion

1. App Store ( ASO , resource exchange)

2. Social marketing (hot spots, brand word-of-mouth communication)

3. Internet open platform

4. Some pre-installed

5. Forum and Tieba promotion

6. News submission

2. Promotion of PC products

There are so many ways to promote PC. After all, it has evolved for fifteen or sixteen years. I will only talk about three points.

1. Resource exchange

2. About improving the PR value of the website

3. Basic rules for friendly links

3. Weibo and WeChat promotion

1. Content Operation

2. User Operation

3. Event Marketing

First of all, I think the best promotion is actually excellent products, good user experience and reputation, solid operations, rich resources and connections, and sufficient funds and talents.

Products are the most basic. For example, whether you are selling mobile phones or making apps, products are still the most important because times have changed. In fact, the Internet has gone through roughly three eras, especially the community.

The first era belongs to the era of operation. Early portals and BBS basically relied on editors and operators to drive users and create relatively high-quality UGC content. Around 2000 - 2008

The second era is the era of products. Probably after 2008, websites with better products such as Douban and Zhihu came out and attracted a number of users because of their high quality.

The third era is the era of product + operation. After 2014 and 2015, or after Xiaomi came out, this trend became more obvious. Your phone may just be more cost-effective, and users may need to flash it, which may give users a better sensory experience and have some reputation, and then attract fans... In fact, now is an era of product + operation.

Of course, more down-to-earth operations are also needed here. For everyone, it means to work hard on operations, such as how to manage users, how to create content, how to do new media, how to do SEO ... These are indeed very detailed tasks. To what extent can they be detailed? When you write a post, why do you choose this title? Another thing is your resources and connections. In fact, when working in the Internet industry, especially in operations, the relationship between resources and connections is very important. At that time, I was working in operations and was accumulating some friends in the media.

Next, I will talk about the promotion of APP and PC products.

1. App Promotion

1. App Store (ASO, resource exchange)

How to promote your APP in the app store? I would like to mention two points: one is ASO, and the other is resource exchange. In fact, the common methods used in app store are first release , special topics and activities.

The first releases are from the major platforms: 91 Mobile Assistant, App Store , 360 Mall... In addition, Xiaomi and Huawei's app stores are also considered large app stores. The market coverage of these platforms may be 80%-90%, while the volume of other platforms may be relatively small. There is also Wandoujia , which has a certain volume now, but it may not be as large as before. Generally, the first launch is to choose one of these big ones, but you can talk to them~. However, as for the first release, a former colleague told me that the volume of App Store grew very quickly because it relied on Tencent's huge resources such as WeChat and QQ. . I also think that you can try some activities and topics.

As for activities, the threshold for each company is different, some are expensive and some are low. For example, 360 seems to require 5,000 yuan to participate, but Baidu seems to require 10,000 yuan. You can ask the person in charge of each market for specific details.

Let me talk about ASO. I mentioned ASO in one of my previous articles. In fact, there are many articles on the Internet now. You should go and see how they do SEO. Some articles on the Internet can actually be used as reference, and you can also study those tools . Actually, ASO is nothing special, it mainly consists of 9 elements:

App name; app keywords; app description; app icon; app screenshots and videos; app reviews; app installation volume; number of active users and ratio of active users; social sharing data. In fact, ASO is not as difficult as everyone says. As long as you carefully study the 9 points mentioned above and do each one to a very standard standard, everything will be fine.

1) Application name: Because you can add a suffix after APPstore, for example, "Sing Bar" will be followed by "best mobile KTV" and it will come with its own keywords. Because users have some common search terms, if you have studied SEO, you will find that the most core factor affecting SEO is the title. So everyone knows what SEO is all about, but they don’t know how to implement it in practice. But you must pay attention that the keywords must be in a coherent sentence, very clear, and not far-fetched, otherwise it will easily be banned during the review.

2) Keywords and tags: I mentioned some of this before. Look at what keywords your competitors are using, as well as the most commonly used keywords by users in the background, and then just set them up.

3) Application description: When you submit your APP, you can actually add some keywords to the description, but it must be fluent, and the user description must be attractive, highlighting the highlights and selling points. This tests your writing skills and your ability to summarize more.

4) Icon: The submission size may be different for each platform, but you need to choose an icon that is clear at a glance and easy to remember. The AppStore seems to use more English letters such as Q/S/A/B, which may be simpler. Of course, being able to design an icon that is memorable, simple and elegant is a test of the designer's ability.

5) Application screenshots and videos: This method is very simple. You can take a look at the recommended applications and the better applications, and then copy them. In fact, I am very disgusted with directly taking a screenshot of the application interface and uploading it, because users will think that your interface is particularly low-level and not very good. So you still have to make it more clear and more beautiful. The best way is to show everyone the core page and highlight your unique style and innovative design.

6) User reviews: All companies may try to improve this aspect. Generally, companies may organize activities to get users to give positive reviews. Generally, this cannot be done right from the beginning. Only when there is a certain foundation, such as 100,000 to 200,000 daily active users, can some activities to get positive reviews be considered. You can take a look at the good applications on the market. Their review interfaces are all pretty good, such as Meipai. If you have some excellent positive reviews, Meipai is mentioned because it will judge user behavior, such as if you open it every day or are relatively active. It will not pop up for all users. As we all know, advertising to a newbie user whose loyalty is not particularly high is different from advertising to a core user. The ultimate goal is definitely to get the highest star rating possible.

7) App installation volume: If the number of downloads increases, your user growth will become faster and faster. Therefore, many companies will engage in ranking manipulation. Although this is not good, it is indeed uncontrollable.

8) Number of active users: or the proportion of active users. User retention still requires some operational means to improve. A better way to improve retention is to consider the user, such as developing some core users and creating some communities to improve retention. The premise for you to build relationships between users and the community is that you build relationships between users.

9) Social sharing: Everyone understands this. For example, if you want to generate UGC, you will basically share it on WeChat and Moments. Weibo, QQ and these five major areas. Basically, there are five standard mobile entrances that everyone can use, but the one that must be used is definitely WeChat. The completeness of the shared information also determines the completeness of social sharing to a certain extent.

What must be done here is definitely WeChat, because WeChat carries about 70%-80% of the sharing volume. You can study ASO in detail. You may need to consider that different application markets have different attributes. When I was working on the forum, I would dive into the backend version of each forum and learn about tag settings, user descriptions, etc. For example, if the market stipulates that the description should be 100 words, then I would write 100 words; if the market stipulates that it should be 20 words, then it would be 20 words. In fact, this job is all detailed work, which means you have to spend time studying it. This is the kind of thing you have to dig into and spend time studying.

Resource exchange: When your APP reaches a certain scale, it can exchange traffic with other resources. For example, if you have 500,000 or 1 million users, you can create a traffic exchange entrance in the APP. There is another way to exchange resources. For example, if you have a PC or offline activities, you can also exchange them. It's like sharing sugar, you have sugar, I have sugar, and then I exchange with you, and actually we get more. This is also the importance of resource sharing.

2. Social marketing (hot spots, brand word-of-mouth communication)

This concept is rather vague, because the concept of social marketing is very broad, and I am not very good at marketing, so what I say may be more content-oriented. As for hot topics, everyone understands it, because there are often hot topics on the Internet nowadays. However, some hot topics may not be touched, such as vulgarity, violence, politics, etc. These are minefields and cannot be touched. But some regular hot spots, such as celebrities, can be done. You can take a look at Durex, they do a very good job. I was talking about a general manager of Durex in the group today, and he will come over to make a presentation at the weekend. You have to follow hot topics, but not every one of them. For example, the previous Tianjin incident was a big deal and covered a wide range. This kind of thing reflects the conscience of society, so it would not be a good idea to use this incident for marketing. So not everything can follow the hot spots, so if you want to follow them, what should you do? You see, recently Huawei's Tianjin branch has been helping these refugees to overcome difficulties, helping to install Internet cables and so on, which are all real help. As for following, how to follow? It all depends on everyone's creativity. Originally, Mop relied on Internet dissemination and hype to gain some Internet popularity. Its angle was somewhat different from that of hot topics and was more in line with the tastes of netizens. I won’t go into detail on this one.

Another thing is word-of-mouth communication, which is nothing more than you know some more creative and unique events, which can be combined with some hot spots and some social platforms, such as WeChat and Weibo, to spread quickly and have a certain influence. For example, some manufacturers use internet beauties and celebrity hype to increase brand awareness.

3. Internet open platform

Companies like Weibo, Renren, Kaixin in the early years, and even WeChat have all been open platforms, and they can still obtain traffic entrances for some APPs.

4. Some pre-installed

The cost of pre-installed activation may be higher, reaching eight, nine or even ten yuan, so overall the cost of pre-installation is still quite high. It is better to exchange it with existing resources. The high budget cost given by the company is another matter, and a high budget can also bring higher cost performance. Of course, if you can find some high-quality pre-installed entrances, the quality of the services they can provide to your users will also be quite high. If you have money, you can also look for these to do it. For example, Qihoo Mobile Phone has previously launched an application crowdfunding plan. You can also follow Qihoo Mobile Phone’s WeChat official account . These activities are still ongoing and should continue. We are currently busy with the press conference, so you can take the time to pay attention to it.

5. Forum and Tieba promotion

For the promotion of forums and BBS, you can post some relatively soft articles in the forums. I have seen a lot of this type. When I was working on Mop, I could basically tell whether these were advertisements at a glance. The more I saw them, the more I could tell them at once. Basically, I would read a post for no more than 30 seconds. I could tell whether the post was a soft article and whether it contained elements of a soft article in less than a minute. This may be related to my previous accumulation. In addition, Tieba is also a good way. If you want to promote an APP, especially a business, you can spend money to do some paid promotion . Of course, the quotations for these promotions are not cheap, but you can try to do some marketing through Tieba or forums. It is still feasible now.

6. News submission

Everyone may know something about this. There are many ways to submit articles, such as Huxiu, 36Kr, iHeima, Toutiao, etc. You can make use of these platforms, such as Toutiao and Baidu Baike. I have accounts on these platforms. Many of my previous articles have been submitted to platforms such as Huxiu and 36Kr, with Huxiu probably having slightly more. If the APP you make is very good, you can also consider this method, such as placing some press releases on IT platforms such as 36Kr and Huxiu, or even Sina Technology. These are very helpful in increasing the number of APP downloads. After my articles were published on platforms like Huxiu and 36Kr, my fans increased quite quickly.

2. Promotion of PC products

I can’t give a comprehensive talk about APP promotion , because it’s not something I’m particularly good at. I can only tell you what I know.

Then let’s talk about the promotion of PC products. There are many ways to promote PC products because PC websites have been around for so long, as early as 1994 or 1995, and it has been nearly 20 years since then.

I would like to talk about three points about PC promotion.

1. Resource exchange

A relatively simple way is to exchange recommendation positions or advertising positions. The principle of this exchange is roughly as follows: when two websites exchange, we must first see whether the page traffic provided by the other party is large enough. It is best to look at the data, such as Alex's data analysis , or Chinaz.com. In addition to Alex's ranking, the data provided by Chinaz can also show the distribution of website traffic, which is basically divided into three parts: based on the URL, based on the proportion of website visits, based on the proportion of page visits, and the average number of pages (visits) per person. When cooperating, we should choose the one with a higher ranking or a higher average number of page visits per person.

A high average number of page views per person indicates that users browse this page more often, and user stickiness and retention are relatively high. If you are looking for a website based on high page views, it means that the website has a large amount of traffic. You can search according to these rankings and exchange resources with such websites. If it is a website with a relatively low ranking, no matter how high the other party brags about its traffic, you should make your own subjective judgment. The exchange of block advertising positions is generally based on the other party's standard price. We have exchanged these before and the effect was okay. However, the effect of exchanging recommended positions would be better.

Another better way is that some websites will act as intermediaries or bridges for resource exchange, directing traffic from multiple websites to one page, increasing the IP visits to a single page, and then converting the traffic to their own website. In this way, the IP visits are counted on their own website, and the main thing obtained is the IP. Everyone knows that the most important influence on Alex's ranking is the IP, so this will be of great help to this website. Generally speaking, resources are exchanged with the most core pages of the other party’s website.

I won’t go into detail about the exchange of offline resources, as the content in this area is rather scattered. It is best to accumulate experience through cooperation with others and through practice.

Regarding intermediary pages, websites such as Sohu, Phoenix, and Daqi have all made intermediary pages. Their intermediary pages can also be regarded as a small product. They direct traffic to these pages through their own platforms, so that the page itself has some IPs, and the daily IP visits are very large, and it is even possible to direct more than 1 million visits every day. In this way, he can exchange with you through advertisements, texts, recommended positions and other positions. The advantage of such an exchange is that your friendly links can also link to his page, and the IP of his page will become higher and higher. Although the pv itself may not be high, because its domain name is hung under this website, it will pull up the Alex ranking of the entire website. This is what the intermediary page means.

2. About improving the PR value of the website

First of all, I don't know if you know about website construction. The PR value is a measurement standard set by Google. Although Baidu says that it has no weight, in fact, there is a weight comparison within Baidu. It is related to the number of external links and SEO of the website. The weight of UGC communities and portal websites is related to the number of articles. For example, compared with a certain community, Tianya has a different number of articles or posts. Tianya has tens of millions of articles, while the other one has millions of articles. Even if a website with only millions of articles optimizes the website well, its weight cannot be higher than Tianya, because Tianya's base is much higher than it. The base directly affects the number of inclusions, and the number of inclusions affects the weight of the website. The relationship between the two is very large.

Another way is to improve the PR value. Many people will choose to exchange some friendly links, which is related to the third point I mentioned. Establishing friendly links is also a means to improve PR value, but I have seen that there are problems with the friendly link settings of many websites. There are quite a lot of websites that establish friendly links, and some people may not be clear about the principles of setting up friendly links.

There are several basic principles for setting up friendly links: 1. Generally, the basic number of friendly links for a website is about 50. If you add too many, it will not make much sense. The premise of 50 friendly links is to make the quality of these 50 links higher, rather than to fill the number. In the early years, I knew a buddy of Sanjiu named Xiaomian. He opened a page at that time and exchanged about two thousand friendly links to make the PR value of a page very high. This is also a means, and you can try to do so, but as I said just now, the standard number of friendly links is 50, and the quality of the 50 links is made particularly high. How should quality be understood? That is, when the other party exchanges with you, he will also have a PR value. If the other party's PR value is higher than yours, the effect of setting up friendly links will be better. That's what I mean.

3. Basic rules for friendly links

When you go to the Webmaster's Home, there is a link.chinaz.com page. This page has a URL that can detect the effect of the page's friendly links. For example, through this tool, the PR value of a certain website or a certain page can be seen. For example, if the PR value of a certain page is 6, then the PR value of the page you find to exchange links with you is greater than or equal to 6. The more the number, the more helpful it is to you. If you find a website with a PR value of 1, 2, or 3, and your own is 6, then the other party will lower its own PR value. Therefore, when exchanging friendly links, it is best to find a PR value that is greater than or equal to your own page. This is one of the basic principles. Therefore, it would be best if each of the 50 friendly links you exchanged is greater than or equal to your own PR value, which will raise your own PR value. If the other party's PR value is 7 or 8, you will naturally bring your website up, and your own 6 will slowly become 7 or 8. So the basic logic is to find some high PR values ​​to exchange.

In addition, you should also check whether the friendly links on your page are valid. You can directly detect whether there are no backlinks. It will also tell you the number of Baidu indexes of the other party, and it will also show the Baidu weight or traffic. These can be clearly seen.

There is also a PR output value. The higher the PR output value, the better, which can detect your effect. In fact, there are problems with the settings of friendly links on many websites, including the friendly links on the websites of some well-known companies.

Another point is that a basic principle about friendly links is "mutual linking". Many people may not understand the term "mutual linking". Mutual linking means that I exchange friendly links with the other party. I can jump to the other party through my page, and I can click on the friendly link set on the other party's page to return to my side. This is called mutual linking.

If you can't get back to your side from the other party's page, then such a friendly link is invalid. Setting up such a friendly link is meaningless and will not help your PR value. To put it bluntly, it means that you can go from my point to the other party's page and then click back from the other party's page. The text used on each other's pages is corresponding, which is related to the title of the website. Every web page has source code, and in the source code you can see that a page has a title. For example, if your title is "Sina Entertainment Channel", then the text used on the other party's page should also be "Sina Entertainment Channel". However, I have found that many companies or individuals do not pay attention to these basic principles. When I was in Oak Pacific, the Nuomi team asked us to do friendly links and group buying, and they were also involved in weddings, so they asked us to add the keyword "marriage", but it was obvious that they did not understand the principles of friendly links. At least they should find words that correspond to the title of their own website.

These are the principles of friendly links. You can study it yourself. You may find some subtle things in the actual results. Eventually, you can make the PR value of your own website higher. However, if the PR value of your website is 6, and the PR value of another website with the same content as your website is 8, you will not be able to surpass its ranking from Baidu search. Around 2009, I did something similar to this. The previous PR value could be accurate to several decimal places. In the past, if your weight was reduced by 1, then your website might not be found on the first page at all. Therefore, the PR value is still relatively critical. You can study it in depth when you have time.

The above are about how to improve PR value and how to make friendly links. Of course, there is one thing that SEO has not been mentioned. SEO is also an important way to promote PC products. Many people do this, that is, go to some BBS, communities, post some articles, and then bring some keywords into the articles. These pages will be found when searching. If it is a formal SEO optimization, it will be more complicated, such as how to optimize the title, how to optimize the description, how to optimize the keywords, how to establish a tag library, how to set up ISS, and how to establish SEO optimization for each page. These contents are divided into relatively fine parts, and I will talk about some basic SEO knowledge in detail when I have time.

3. Weibo and WeChat promotion

1. Content Operation

These two points have also been mentioned in some articles I shared before about how to operate Weibo and WeChat . The articles mentioned how to create content and how to make certain articles stand out and more attractive.

It is best for Weibo and WeChat to create some original content and make the content unique. People can treat Weibo as something more formal like their own diary. WeChat has always attached great importance to originality and cracked down on plagiarism. People like Zhang Xiaolong understand very well that the core driving force of a community or a product is originality. If a community is full of plagiarized content and no original articles can be found, such a community will be difficult to build, and it does not necessarily follow the 80/20 principle. If original content can account for 10% to 20% of a community, it is considered considerable. If your community can have a higher level of original content, such a community is definitely a very good one.

The reason why Zhihu is developing so well now is that the proportion of original UGC content on Zhihu is high. I will not talk much about content construction this time. You can read some of my previous articles. Once I specifically shared content about WeChat operations, which was quite detailed.

In terms of content, you also need to consider why certain articles become popular and why people are willing to share your articles. I think you should try not to write your articles in a very lofty way, and the content should not be detached from the users. You can put yourself in the user's position and think about whether they will actively share your articles after reading them.

Try not to make your writing appear too personal or put yourself in a self-indulgent environment, as that will lead to what people often call "self-entertainment".

2. User Operation

In fact, WeChat can establish a user system. I have also talked about this in my previous articles. You can check it out. User operation is a pyramid structure. You may ask me how I do my WeChat public account. In fact, I do it through many groups. WeChat itself will not let you build your own products based on it, so you can only do some WeChat group operations based on the functions of WeChat, or operate Moments and public accounts. It has many special attributes.

Weibo can also have users. Weibo can add some content that interacts with users in the content it publishes. For example, if a user replies to your content, you can put some content that is helpful to your Weibo operation, so that users can feel that your Weibo is unique and the temperament of your Weibo after seeing it. This kind of content can be posted separately. This is also a good way. To put it bluntly, you must be down-to-earth. You must let users have a sense of you and make users feel that you are not far away from them.

Like I said just now, some people use Weibo or WeChat, and after reading their posts, others think that you are purely living in your own world, and that the language you write is very flowery. Yesterday, I discussed this issue with the head of a company. Their company's copywriters like to use some very professional terms, but users cannot understand those terms. If you are a user, you must use some If you use terms like that, users will definitely ignore you. So if you want to get closer to users, you still have to consider their feelings.

3. Event Marketing

Many people may use Weibo and WeChat to organize some events. Some events need to be planned in advance, whether it is to promote products, companies, or personal image. Using social platforms to spread these things quickly, such as through H5 pages, is also a way. Last year, Hupu held an event where they gave out a lot of articles from the NBA. You could replace the name of the protagonist in the article with your own name and share them. In just a few days, there were about three to four million shares. During that time, the Hupu APP was directly pushed to the top of the AppStore rankings. The method they used is quite effective.

Event marketing is a method that relies heavily on creativity. You can refer to some high-quality H5 pages made by others and imitate them to understand how they think. One feature of event marketing is that if something has been popular before, it can still be popular again if it is brought up three to four years later. However, if someone else made an event popular in January, and you find a similar event to do in March or April, you may not be popular.

It takes some time for everyone to forget something, but netizens forget some events very quickly. Basically, some events will be completely forgotten after two or three years. The speed at which netizens forget something may be much faster than you think.

If the company has an idea for event marketing, it can try to plan it. You can find some celebrities or beauties, take some videos or pictures, and use some low-cost methods to promote your products. This method may actually be better than spending money to buy traffic.

That’s about it for today’s sharing. YY sharing is more efficient than sharing through mobile QQ. Now we will move on to the question and answer session. The sharing ends here for now.

Q&A Session

Q: I want to make a corporate product promotion video similar to "Flying Saucer Talk". Is it worthwhile to cost around three to four thousand? Any better suggestions?

A: The cost of a good product promotion video is calculated by the second, and it is impossible to make one with only three or four thousand yuan.

Q: It is the kind of animation video with dubbing, very simple cartoon characters, made with Flash.

A: If it is possible to complete the work in your own company, then that would be the best. However, if you outsource it, you basically get what you pay for. Something made with a cost of a few thousand dollars will definitely be different from something made with a cost of hundreds of thousands of dollars. The cost of making promotional videos in the mobile phone industry is in the millions, so they must be of high quality. So instead of spending thousands or tens of thousands of dollars to make videos, it is better to find some "QR" to write some high-quality content, and you can write a lot of it. I think it's hard to make a high-quality video with three or four thousand yuan.

(Interrupting question: Just now someone said that he made an APP, and the daily DAU is only about 10,000 now, and asked me how to promote it. I think your main focus now should be on user experience, polishing the product carefully, rather than promoting it on a large scale.)

Regarding accumulating seed users , I have said before in my official account that in the early stage, you need to attract a group of high-quality users. It may take time to attract a group of people. If the company is relatively wealthy, you may invite a group of celebrities. For example, when Zhihu was first established, he invited people like Kai-Fu Lee and Zhou Enlai. In fact, the success of Zhihu has a lot to do with that group of early seed users. If the company has less funds, then use some seemingly stupid methods, such as QQ groups, WeChat, Weibo and other methods that may not be appreciated by others. For example, if you are doing beauty work, you can ask some people to stand as models.

When you start a business , don’t underestimate this kind of work that seems insignificant or looked down upon by others. When I was doing operations, I would go find some original user resources myself. Few people in the company were willing to do this kind of work at the time, but I enjoyed doing it very much. When I have only 10 user resources, you may think it doesn't matter, right? When the number of users increases to 100, it won't make much difference. But when I have tens of thousands of high-quality user resources, my work efficiency is dozens or hundreds of times that of yours.

But this stage is very bitter. Many people are unwilling to do it because everyone knows that finding these user resources is a very hard task, and they feel that this kind of work is not something they can show off. Once you have gone through the process, the result will be different, and it will be easier for you to do many things next time. When I organize activities, I have a lot of resources and I can directly attract a lot of users for my own use. Therefore, my activities will be much better than others. The methods that others think are very effective are of no particular significance to me. Many people who organize activities may cheat, but I don’t need that.

The monthly growth rate of APP downloads mentioned earlier is appropriate. You can set goals based on the performance of your competitors, including 7-day retention, 3-day retention, etc., and then analyze your competitors' data. As for where to start operations, this question is too broad, and I don’t know what your leader will arrange for you. I think as a newcomer, you should just do whatever job your boss asks you to do, and don't complain or make excuses. Assigning you work is giving you opportunities. You can slowly accumulate your own experience in the process and first do your job as a subordinate well.

My leader asked me to promote it, so I did it. He certainly wouldn't tell me exactly how to do it, so I could only think about it myself, what kind of activities would be suitable for my section, and I also had to find something that I could do more easily. If you are asked to promote something, you can first look at some strategies and sharing, and try other people's practices. You have to give your leader a plan instead of asking him how to do it. This is not what the leader wants, and he may not know the answer. As for the cost of spending money on promotion, it is different for each company and depends on the company's financial situation. When I do promotion, I usually don't have much budget.

Q: The new crowdfunding platform has no high-quality projects, is not well-known, and has very low customer retention. What should I do?

A: First classify users and projects, identify those projects that are easier to enter, try little by little, find a breakthrough in the category, and then move on to another category. When dealing with users and projects, you must first break them down and then make breakthroughs one by one. It’s a different matter if the boss gives a lot of money or the company adds a lot of people. I will analyze my population, my operating methods, my projects, and even consider my products, and then break them down step by step.

Q: Because there are so many different crowdfunding-eligible projects, and the user groups they target are also different, for such a large group of people, will the platform conduct an integrated operation and promotion? Or is it more appropriate to carry out promotion to a targeted user group for each project?

A: It’s not about the existence of any platform now. If you define yourself as a platform now, you may put yourself in a relatively high position, but you may not be able to do anything well. Since you said that you help many platforms solve practical problems, you should not add many functions in order to build a platform. Instead, you should not get close to users. This goes against basic principles. Now, whether you are a user or something else, you have to have some real contact with users and help solve some problems. Some products have gone astray and have drifted further and further away from their users for the sake of some things. A platform also needs to solve practical problems. It should not be built just for the sake of building a platform. It is necessary to understand where the users' real pain points lie. This is something that the boss needs to think carefully about.

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