The four magic weapons for good APP promotion: armor, weapons, martial arts, and war horses

1. What is Internet Promotion?

Promoters use the Internet as a channel (websites, WAP, APP, smart devices) to allow users to see, know, and use the products. Among them, seeing is the most basic, knowing is a further step, and using the product is the ultimate goal of promotion.
This is an hourglass process. Only when users see your product will there be a chance for them to be impressed by it. Only when users use your product will your promotion be meaningful.
As a promoter, the first thing you need to do is to give your product enough exposure, that is, let users see it. Then you need to work hard on promotional materials, increase CTR, and let users have an impression of you. Even if they don’t use you this time, they will have a sense of acquaintance when they see you next time. Finally, you must do everything you can to get users to use your product.

2. How to promote

I think those who do promotion need to know themselves and their opponents.
Knowing oneself means that one must be very clear about one's product and the attributes of one's users, including geographical distribution, age, gender, occupation, income, interests, etc. In this way, you can clearly understand the portrait of your users. For example, after you understand the attributes of your users, you will know clearly who your users are when you walk on the street.
To know your enemy, you need to know the channels through which your users reach you, that is, through which channels users may contact you, and how users reach your wap, app, and WeChat?
Here we take the promotion of public accounts as an example. The paths for users to access a public account are divided into several parts, including Moments, WeChat groups , QQ groups, and website news. Therefore, the public account is promoted through these channels so that users of these channels can see, know, and use us.
Specific steps:
First of all, the promotion of the Moments is mainly about content. If the content is good and users feel good and it resonates with them, they will post it on Moments. In addition, the public account operator can occasionally invite friends to forward your articles, which will easily attract more attention.
Secondly, WeChat groups are also a very important part of promotion. What is your WeChat user group? Finding the WeChat group where the user group is located and posting articles in the group is also an important way of promotion.
Website news is also very helpful for the dissemination of public accounts. Find websites that match your user base, discuss cooperation with them, recommend public accounts when reprinting articles, and promote each other.

3. My opinion on traffic

I think whether it is PC or mobile, traffic can be divided into three parts: direct traffic, search traffic and referral traffic.
On the PC side, direct traffic refers to users entering the website through your domain name, such as directly entering jd.com. On the mobile side, direct traffic refers to directly entering the domain name into WAP, or directly searching for brand words to enter your APP download page. For example, search for Xiangto to enter the download page of the Xiangto APP.
Search traffic, on the PC side, refers to traffic that enters your website through industries, content words, competitor words, etc., such as searching for friends to enter a similar website. The same is true for mobile devices.
What I want to tell you here is that no matter it is PC or mobile, the traffic has these parts. Since PC can have so many channels, so can mobile. Search on the PC corresponds to search on the mobile side, SEM on the PC corresponds to keyword purchase on the mobile side, SEO on the PC corresponds to ASO on the mobile side, referral traffic on the PC, such as URL navigation and cooperation with third-party websites, corresponds to the overall ranking on the mobile side, category ranking, as well as super APP and cooperation with online alliances , etc. Therefore, we can focus on the cooperation around search, overall ranking, category ranking, super APP, and network alliance to expand and refine the traffic.

4. How to make good promotion

A good promotion requires several elements: war horses, armor, weapons, and martial arts.
1. Zhanma: A good working background, a thriving company, a good working atmosphere, and a proactive team will give you peace of mind, so that you will grow healthily with the company.
2. Armor: A good boss and a good operator. A good boss can help you block attacks from swords and guns. A good operator can help you solve complicated internal processes, clarify your tasks and corresponding guns and ammunition, so that you can go into battle and kill the enemy with peace of mind.
3. Martial arts: No matter how good the external environment is, it ultimately depends on personal ability. It doesn’t matter if you don’t understand, just study hard and humbly. Guo Jing didn’t have much talent, but he learned martial arts and sought out masters everywhere, and finally became a contemporary hero.
I think there are two aspects to learning martial arts. One is the learning ability, knowing where to learn. For example, those who are in promotion and operation should read more public accounts such as APP Top Promotion (appganhuo) and ask if they don’t understand. The other part is to find masters to learn and exchange ideas. Where are the masters? I think the masters are around us. There are always things worth learning from the people around you.
4. Weapons: Here it refers to various promotion methodologies and promotion tools . If you want to make good use of weapons, the basic thing is to know what methodologies and promotion tools are available, then to master the properties and coordination methods of different weapons, and finally to be able to take out appropriate weapons to deal with different situations.
It is difficult to possess all four of these elements, but once you have them all, you will definitely be at the god level. We have less control over war horses and armor, but we can have greater control over weapons and martial arts.
Therefore, as an ambitious employee of the company, we need to keep learning, by searching various materials, collecting information, constantly learning from masters, communicating with people, and then reflecting and summarizing, to form our own knowledge system and have our own methodology. In this way, the internal strength will basically be achieved. Once the external environment is mature and we have war horses and armor, we will soar into the sky.

5. Final words
Be familiar with your own products, figure out where your users are, aim at the right target, take the "right direction", use the right methods and then optimize your methodology through trial and error data, keep making progress, keep changing, and accept all challenges.