APP promotion tips: What do we do before the APP goes online?

Nowadays, people tend to divide product operations into channel operations , content operations, user operations, data operations, etc. But I want to say that in fact many companies are not segmented to this extent. Before the product goes online, there may be only one or two operations colleagues doing preparatory work. So what should we do before going online? At least I would do these things.

The basics:

1. Fully master all the functions of your own app, including all the small details, and then clearly understand the target audience of your own products. This should be a must-have function for operators without saying much.

2. When analyzing apps of the same category on the market, you don’t need 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. For example, under sports, there will be fitness, running, football and other individual projects, but products under the same major category will have some overlap.

3. Prepare a detailed description of the product, screenshots, one-sentence description, keywords, market classification and other content. It seems that some companies have product colleagues preparing these, and each company has a different division of labor.

4. The opening and maintenance of official Weibo and WeChat accounts. In addition to the fact that the APP may receive the SDK of these two products, self-brand promotion, exposure, and activities are all good choices. Creating a QQ group for mobile user feedback will always come in handy.

5. Improve the entries of Baidu, 360, Sogou and other encyclopedias. However, the encyclopedia will not be passed without reference materials. You can prepare the content now and improve the entries immediately when there are news resources, download links, etc.

6. At least a few activities should be planned for use. There is no limit to the form of the activities. They can be online or offline, they can be Weibo or WeChat activities, or other forms. To be honest, there must be activities, just in case something goes wrong.

7. Organize the data analysis template, including app retention, activity, new additions, feature usage, etc., as well as the effects of free and paid channels.

Channels:

1. Application Market

1. Apply for developer accounts in major markets. There are relatively many Android markets , so you can apply for all of them in the early stage, and then maintain them based on the data.

2. Organize the documents for the first release requirements of major markets, and make sure to understand each one thoroughly. If you are not clear about anything, be sure to ask the relevant person in charge of the application market, otherwise you will most likely bury yourself when releasing the version for the first time.

3. Be familiar with the rules of major market activities, gift packages, special topics, CPT (market position payment per day), CPA (pay per performance), CPD (bidding placement, pay per download), etc., and know exactly when to apply, application requirements and other cooperation conditions and methods (CPT, CPA, CPD)

4. Now that you are familiar with the rules of each market, you still need to make a rough promotion plan. For example, taking three months after going online as a time node, you need to determine which markets you should apply for which free resources, which markets you should do paid promotion in, how many new users and activations you can bring in, and so on. Whether it's free or paid, you must have a goal. (Ps: After going online, data analysis becomes your indispensable daily task)

Here is a QQ group of each Android app store :

5. For IOS, people generally choose the app store when downloading apps. What you need to pay special attention to is to accurately identify and make good use of the 100 keywords ( ASO is a repetitive, lengthy process that requires a lot of analysis, so it is recommended to find an agency). For other aspects, such as brushing the rankings , you can also contact an agency to help, or find Taobao. If you need other jailbreak channels, you can check out Paojiao.com, WeiPhone.com, etc.

2. Understanding other channels (clarifying the cooperation methods and finding the corresponding contacts):

For volume exchange, each product has its own rules for volume exchange. There are many ways such as 2 for 1, activation for activation, etc. Ultimately it depends on how you negotiate and how you execute it.

Weibo nine-square grid , but the effect now is not as good as it was before and after the New Year, it is still good for brand exposure.

The space nine-square grid is something that many people have been making recently and it is cheap.

Tencent Guangdiantong , Weibo Fantong . The promotional materials you put out are very important.

Momo information flow, I have never done this, so I don’t know the specific effect.

You need to know how to cooperate with relevant vertical forums, BBS, online alliances , advertising platforms, etc., and find the corresponding contacts so that you can get them done in one step when you need them.

Display their own products in apps such as Toutiao, Moji Weather, and Wifi Master Key, and place them based on the backend bidding of their partners.

Media:

I am actually quite lacking in media resources. I previously tried to find some third-party companies to publish soft articles on my behalf, but they all sounded unreliable so I gave up. You can pay more attention to 36k, Operation Uncle, Chuangyebang , 3W, etc., as well as some news source websites, such as Sina, Netease, Sohu and the like.

Summarize

My first submission was written in a very messy way. It was based on the experience I gained from my work. There were many detours along the way. I fell into pits countless times and stood up miraculously, haha. But I believe that doing these things can help you avoid being so panicked when launching your product, as you always feel like something is not ready. There are many deficiencies and you are welcome to supplement and correct them. The most profound experience I have gained after working in operations for a period of time is that it is easy to get started in operations, but difficult to do well. I hope we can learn from each other and do our work well.

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