Product Operation: How to carry out operation and promotion work before the APP goes online?

1. Competitive product analysis

1. Choose competing products and position them well (two products are best, three at most)

How to obtain competitive products?

A Search similar product keywords on Baidu. Suppose your product is a travel sharing APP, you can enter the main keyword "travel app", which is generally ranked ahead of the natural ranking. The products ahead of Baidu's bidding promotion are all competing products.

B Use keywords to search on major mobile application markets , such as 91 App Market, App Store , Wandoujia , etc.

C. Find the latest information on industry websites. For example, for travel apps, you can go to professional travel information websites such as Xinxin Travel Network, Global Travel News, and Jinlv Network to search for APP-related information.

D Consulting websites such as iResearch, DCCI, Alexa, etc. are relatively reliable channels.

There are other methods, such as obtaining competitor information by participating in industry exhibitions, peer exchanges and other channels, which are not introduced here one by one. It is best to choose two products for competitive product analysis, but three at most.

2. Competitive product analysis and conclusion drawing (select appropriate analysis methods and draw conclusions based on the analysis)

Generally speaking, a more comprehensive competitive product analysis should be carried out from aspects such as users, market trends, functional design, and operational promotion strategies . Here we break it down into the following dimensions:

1. Market trends and industry status; 2. Competitors' corporate vision, product positioning and development strategies; 3. Target users; 4. Market data; 5. Core functions; 6. Interaction design; 7. Product advantages and disadvantages; 8. Operation and promotion strategies; 9. Summary & action points.

For the marketing director of the mobile Internet department, he can only care about the market part and ignore the function and design. For example, he can analyze competitors from parts 1, 2, 3, 4, 7, and 8, and focus on market data and operational promotion strategies.

Take a mobile travel APP as an example. The operational data can be used to conduct competitive analysis based on download volume, number of users, retention rate, conversion rate , number of active users, active time, etc. The operation and promotion strategies can be analyzed from the channel management of competitors, such as application market launch, mobile forums, marketing activities, soft article launch, social media performance, etc.

3. Make recommendations based on the conclusions

Through the above competitive product analysis, we can roughly draw a conclusion that has more market commercial value.

2. Product Positioning

The importance of product positioning is shown by the fact that it is discussed in a separate article. Clear product positioning and target user group positioning are the cornerstones of operation and promotion. The more thorough and clear the analysis of the target user group is, the more critical it will be for subsequent product promotion.

1 Product positioning:

Describe your product clearly in one sentence and what kind of product you use to satisfy users or user markets.

For example: Momo: a mobile social tool based on location. QQ Space: A platform for asynchronous information sharing and communication, which is a supplement to the QQ instant messaging tool.

Top APP promotion: sharing Internet products and practical e-commerce operations

2 Product core objectives:

Product goals are often expressed as solving a problem in the target user market. The more thoroughly this problem is analyzed, the more accurate the core objectives of the product will be. like:

360 Security Guard solves the security issues that users encounter when using computers.

WeChat is a mobile application that provides users with smooth voice communication.

3 Target user positioning:

Generally, the target user group is located based on age, income, education level, and region.

4 Target user characteristics:

Common user characteristics: age, gender, date of birth, income, occupation, place of residence, interests and hobbies, personality traits, etc.

User skills: Proficient in computer work, strong foreign language skills

Product-related characteristics: a. E-commerce: shopping habits, annual consumption budget, etc.

b Dating: Single or not, mate selection criteria

c. Game category: Do you like 3D games? Do you have experience in similar games?

5 User role cards:

Create user role cards based on the target user groups and target user characteristics. Here we take a price comparison app as an example to create a user role card:

Zhang San, 30 years old, Internet operations director, annual salary 200,000, married, living in Beijing, likes movies, basketball, singing, games, etc.

Cheerful, sunny, artistic youth

Skilled in computer operation, proficient in English and product-related features: a Like online shopping, favorite shopping websites: Taobao, JD.com

b. Annual online shopping spending is around RMB 20,000, and purchases are made using credit cards.

c. Use iPad to shop at home and mobile phone to shop outside

6 User Scenarios

User usage scenarios refer to placing the target user group into actual usage scenarios.

Taking the price comparison APP mentioned above as an example, Zhang San came to a sporting goods store in Wanda Mall every day and saw Kobe II sneakers priced at 1,400 yuan. He was immediately tempted to buy them. He used the price comparison APP to scan the QR code and found that the price on JD.com was 800 and the price on Taobao was 810. The APP actively suggested buying it on JD.com. Zhang San quickly browsed the high-definition pictures and product descriptions of the goods. Because the store could provide free shipping, Zhang San gave up buying it offline.

Three promotion plans

In the mobile Internet industry, the startup market is suitable for multi-pronged attack, trying every conceivable approach and method to maximize brand effect with minimal investment. Among the 100 methods that you can think of, constantly test out the most effective one, eliminate 99 of them, concentrate your resources on one point that may explode, constantly magnify it, constantly analyze it, and wait for the outbreak. Ultimately attract more registered users and increase your market share.

1. Channel promotion :

Online channels

A Basic launch - Android version release channels covered by major download markets, app stores , large platforms, and download sites: The first step in promotion is to go online, which is the most basic. No need to break the bank, just maximum coverage. Download market: Android, Jifeng, Anzhi, App Store , 91, Mumayi, Nduo, Youyi, Anyi, Feiliu, etc.; App store: Geogle Store, HTC Mall, Liqu, Crosscat, Kaiqi, Aimi, Wochacha, Meizu Store, Lenovo Developer Community, OPPO App Store, etc.; Big platforms: MM Community, Wo Store, Tianyi Space, Huawei Zhihui Cloud, Tencent Application Center, etc.; Client: Wandoujia Mobile Elf, 91 Mobile Assistant, 360 Software Manager, etc.; WAP site: Paojiao, Tianwang, Lexun, Yisou, etc. Web download sites: Sky, Huajun, Feifan, Greensoft, etc.

iOS version release channels: AppStore, 91 Assistant , pp Assistant, NetEase App Center, Syncios , Kuaiyong Apple Assistant, itools, limited time free collection .

B Operator channel promotion: China Mobile, China Telecom, China Unicom

With a large user base, the product can be pre-installed in the operator's store, leveraging capabilities that third parties do not have. If it is a good product, it can also receive subsidies and support from them.

The marketing department should have dedicated channel specialists to communicate and cooperate with operators and come up with plans for project tracking.

C Third-party stores: The above A categories all belong to third-party stores

Due to their early entry and large user base, third-party stores have become the traffic entrance for many apps. There are nearly a hundred third-party application stores across the country. Channel specialists need to prepare a large amount of materials, conduct tests, and connect with the application market. The rules of each app market are different, so it is crucial to communicate with the person in charge of the app market and accumulate experience and skills. If you have sufficient funds, you can place some advertising spots and make recommendations.

D Mobile phone manufacturer store

Major manufacturers pre-install stores in their own branded mobile phones, such as Lenovo Music Store , HTC Market, OPPO Nearme, Meizu Market, Moto Smart Parts Park, etc. The channel department needs more operations specialists to interact with mobile phone manufacturers' stores.

E Points Wall Promotion

The " Points Wall " is a page within an app that displays various points tasks (downloading and installing recommended high-quality apps, registering, filling out forms, etc.) for users to complete tasks and earn points. When users complete tasks within an application embedded in the offer wall, the developer of the application will receive corresponding income.

The points wall grows quickly and the effect is obvious. Most of them adopt the CPA model, with prices ranging from 1 to 3 yuan. However, considering comprehensive costs such as active users, the cost is relatively high and the user retention rate is low. Companies in the industry include tapjoy, Weiyun, Youmi, Wanpu, etc.

The points wall is suitable for large teams with funds that need to develop users as quickly as possible.

F Ranking Promotion:

This type of promotion is an informal means, but it is very popular in China. After all, most Apple mobile phone users will use the APP Store to download APPs. If your APP is directly in the top few positions, it can certainly quickly gain users' attention and obtain a higher real download volume.

However, the price of manipulating the rankings is relatively high. The price for the top 25 on the domestic list is about 10,000 yuan per day, and the price for the top 5 is more than 20,000 yuan per day. Since this type of promotion is relatively costly, it is usually done in conjunction with news hype, which makes it easy to become famous quickly.