The operation and promotion of Super Course Schedule
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1. App Market ASO In terms of the overall environment, according to the current growth rate of the number of AppStore applications, it is expected that by the end of the year there will be more than 2 million applications, and the number of Android applications is even more difficult to count. When it comes to the operation and promotion of Apps, ASO is undoubtedly the first step. If we simply talk about ASO, they are all similar, including optimizing product names, keywords, descriptions, icons, user reviews, etc.; not letting go of any free channels , thinking of plans and reporting activities, and for paid channels, constantly comparing prices of various companies, and privately contacting managers for CP review. We didn’t actually invest a penny in these “achievements” shown at the top. In addition to basic ASO optimization, we did more work in both online and offline dimensions. 2. Online Operations As a startup company, we have never advocated the use of paid placement directly in the app market. We have two considerations: First, since many App channel personnel are eager for quick success and instant benefits, if they want to acquire users in a short period of time, using paid placement in the app market is the only option. However, the resources of the app market are limited, and there is a phenomenon of supply exceeding demand and too many people and too little resources. This results in increasingly expensive paid placement costs. If you participate in paid placement recklessly, you will enter an infinite vicious circle. Second, by brute-forcely acquiring users directly from channels such as app stores or point walls , the number of users will indeed increase rapidly in a short period of time, but the quality of the users acquired will be very poor and the retention rate will be too low, which is equivalent to ineffective delivery. What we want is not the number of users, but users who actually use us, so we have always tended to make a splash on social media channels so that users will actively go to the app market to search for " Super Course Schedule " and download it. With a large number of searches and downloads, the app market ranking will naturally rise. On social media channels, we mainly use four promotion methods. 1. Social media advertising . The channels for delivery include Weibo, QQ space and WeChat. The advantages of new media advertising are that the content that can be expressed is rich and interesting, with both pictures and texts, and it can interact directly with users and understand their needs. But account selection and copywriting are key. When selecting accounts, you must choose accounts with potential users. For example, we will select accounts that college students will follow, so that we can achieve precise delivery. The second is copywriting. The first thing the copywriter needs to do is to clarify the real entry point of user needs. For example, Evergrande Ice Spring once used a copywriting that said "Not all water in nature is good water. What we carry is not surface water! It is 30 million years old volcanic mineral spring deep in the primeval forest of Changbai Mountain." What they want to express is "Our mineral water is of good quality." Then this demand point has at least a distance of understanding for users, and this distance is, "Why do I need to drink good quality water?" So for users, the real entry point that is closer to their own needs should actually be the reason why they need to drink good water. After clarifying the logic of the copy, use down-to-earth words and sentences to write. After watching the advertisement, people will become interested and go to the app market to search and download it. Moreover, after publishing the advertisement, you must track the background data every day. If the conversion rate starts to decline, you should consider changing the copy. 】 2. Account operation Account operation is also a big subject. We first target the college student group, and use humanized operations to make users feel friendly and narrow the distance between us and users. The content is mainly in three directions. The first aspect is funny jokes, and the topics of the jokes include summer vacation, military training, dormitories and other topics closely related to college students; the second aspect is creative advertising, which is combined with the functions within the software to make a soft implant. The benefit of this is that in addition to increasing the degree of dissemination, it can also implant our brand; the third aspect is daily operational activities, utilizing the dissemination capabilities of social media, planning activities with profit-driven and content-driven approaches, increasing brand exposure, and in turn increasing download conversion rates. 3. Cooperation between brands, also known as volume exchange. We will organize and participate in some brand collaborations. Provide each other with your own resources to maximize the impact of the event. The advantage of this is that each person only needs to provide a small amount of resources to obtain several times the benefits. 4. Topic hype. Create hot topics, such as #4-6CET Tucao Conference# and #Super Free Class Month# that our Super Course Schedule has hyped before, and combine with corresponding promotional resources to achieve extremely huge exposure . The download volume has at least tripled compared to usual times. 3. Offline Promotion Yes, you read that right, this is also an important part of our efforts to improve our app market rankings. Conventional offline promotional methods: distributing DM leaflets, posting posters, various stickers, peripheral gifts, and participating in various campus activities, etc. First of all, we need to realize that in the current offline promotion, there are very few users who scan and download DMs and posters; In addition, the download codes on general DMs and posters are linked to the official website. The download volume of this part has nothing to do with the application market, so the simplest change is to cancel the download QR code on regular promotional materials and instead highlight the prompt - you are welcome to search for "Super Course Schedule" in major application markets and download it for free! When I was recruiting people recently, I always mentioned that operations is a very complicated job. If broken down, it can be divided into market operations, user operations, content operations, community operations, and business operations, etc. If you do operations work in a startup company, all of these need to be involved. If we look at it from the other side, for App market recommendations, in addition to manual recommendations in the form of payment or cooperation, there are automatic recommendations by the system. Each app market has its own set of algorithms that make recommendations by automatically filling in apps. This algorithm application market will not be open to the public, but no matter what application market it is, the three most critical points are: download volume, recommendation star rating, and comments. So how do we do these three things offline? : Super Course Schedule currently has three campus teams: Super Interns (a platform to help college students grow), Super Moderators (campus media voices), and Super Campus (an event execution team covering universities across the country). 1. Through brand promotion as the main method, the three major teams jointly promote and let students enter the application market to search for keywords and download (increase the number of searches and downloads). 2. Through on-site activities, let students go to the application market to give us five-star reviews and write comments. Not only does review have the same function as recommendation star ratings in affecting the conversion rate from display traffic to actual click-to-downloads, it is also a very suitable place to collect feedback on your own products. In fact, only a very small number of users who download the App will take the initiative to leave comments. Through offline activities , encouraging users to take the initiative to go to the App Market to give positive reviews of the product will achieve good results. Through the combination of online and offline, our search and download volumes in the application market are particularly large. The editors of the application market will recommend apps with large download volumes for free; they will launch some special activities at different time points, and of course, the theme of the September school season will undoubtedly include Biaobiao. In addition, we generally believe that user activity, media exposure, application quality, application design, application updates, multi-language versions of applications, social influence of the App, etc. may all be factors that affect App market recommendations, so these are also worthy of everyone's attention. Regarding application market promotion , it is definitely not just a business job. The key to success is to link online and offline. You must know that for a mature App, most of the user growth comes from natural downloads! APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods. Welcome to follow the official WeChat public account: appganhuoThis article is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article! |
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