App promotion tips: eight ways to tap into iOS channels
| Question 1: I don’t know where to tap into the iOS channel. Android users have been online for 5 months and have reached nearly 400,000 users, but iOS is still at the stage of natural increase. It often fails official audits. Is there something wrong with the iOS architecture? Please give me some scientific advice. Answer 1 : Genuine iOS users all come from the Apple official store. The higher the ranking, the greater the download volume. Apple's ranking algorithm is constantly changing, but the main weight is still the number of new downloads in recent days, and there has been a certain delay in recent changes in the rankings. For developers with limited resources, it is recommended to spread the resources for ranking over about 3 days and gradually promote and improve the ranking. Many powerful game developers concentrate their time on Thursdays and Fridays to rush to the top of the charts. It is recommended that developers with limited resources avoid the competition, such as scheduling promotion on Mondays or Tuesdays. In order to improve rankings, you need to work on multiple aspects. One is to improve the user's own attributes to increase natural traffic. The following factors are of high to low importance: icons, names, keywords, screenshots. In addition, you need to rely on external promotion: media reports, advertising platforms, third-party application markets, applications with large user base, etc. The review of iOS applications is indeed very strict. It is recommended to strictly check each detail according to Apple's official specifications and do not use image materials with copyright disputes. If the App is rejected, please make modifications strictly according to the reviewer's opinions. Question 2: There are many articles on app promotion on the Internet now, most of which teach how to use free resources for promotion. However, promotion that requires money is rarely mentioned. I would like to ask how to reasonably use investors' money to maximize the promotion of their own apps, including activation, conversion, etc. How to achieve the most cost-effective promotion in the paid market? Answer 2: First of all, before answering this question, we believe that we need to recognize two facts first. One is that free resources are mostly passive, and paid ones are active; the other is that paid promotion requires skills, and if used properly, the cost of a single user can be controlled within a reasonable range, maximizing the value of the investor's money. If used improperly, millions of dollars spent on promotion may have no effect. Paid promotion mainly relies on data statistics. There are many teams cooperating with the Xianyou business team. We found that the ones who do the best in cost control (data statistics) are several game manufacturers. They will strictly calculate the activation brought by each launch (usually using IDFA comparison afterwards), user activity, user retention rate, user payment rate, expenditure and other data, and then sort the channels according to the data of each channel to select the good channels. E-commerce apps can completely refer to PC game manufacturers. Other non-game apps generally have no users purchasing them. You can compare the quality of users brought by a certain channel (number of activations, retention rate, etc.) and select excellent payment channels from them. Next, we will sort out the main directions of promotion in the paid market. The first is brand and soft resources, also known as brand promotion, which generally does not count download data; the second is performance channels, including advertising platforms, third-party application recommendations, applications with a large number of users, etc., which are channels that can count download data. As iOS promotion is becoming increasingly difficult, both parties need to work together. For example, with a budget of 1 million, 300,000 can be used for brand promotion and 700,000 for performance channels. Brand placement requires choosing media that is more closely matched with the product’s user base. You may not see returns in the early stages, but it will help increase product brand awareness and advertising effectiveness. If the user base is large enough, it will require cooperation with hundreds of media outlets, which will be very expensive. Performance channels are relatively simple and direct. They are normally divided into CPT, CPA and CPS cooperation. When cooperating with performance channels, you must do a good job of data monitoring and consider the user quality and conversion rate brought by each channel. In general, promotion should choose appropriate brand exposure and effect channels based on product characteristics, do a good job of data tracking and statistics, and solve problems in a timely manner if they are found. For newcomers in the promotion industry, it is recommended to carry out promotion in two steps. For example, if you have a budget of 1 million, you can first use 200,000 to invest once, and find effective channels with good statistical data and brand media that are serious, responsible and have a large exposure. Then the second wave will focus on good channels and media. In addition, it is recommended to ask more about peers, take a look at the promotion of competitors, and try more resources. You must know yourself and your opponent, listen to both sides and you will be wise, practice makes perfect! Question 3: When a niche product has gained a certain reputation (good retention data, good user feedback, and some media actively reporting on the product), how can it attract more media exposure and attention? Answer 3: Taking a certain product as an example, I would like to make a few suggestions. Please forgive me if there is anything inappropriate. First of all, when this product is suddenly on the list, it is more important to pay attention to cooperation with media channels. Generally, newly listed applications receive more attention, and many media and channels will take the initiative to contact you. At this time, it is best to humbly establish contact with media channels. Don't think that your application can stay on the list for a long time without the help of media and channels. Second, when a product is about to have a major update or has already had a major update, you can proactively inform the media and channels and ask them to help report it. Third, you can regularly provide prizes to channels and media to facilitate activities to attract users' attention. Well-known non-game media include Gupo's Things, Xianyou Application Discussion Forum, The Most Beautiful Application, The Minority, AppSolution, Curiosity Daily, etc. There are more than 200 gaming media outlets, too numerous to list here. Generally, these public accounts and media have content needs, and can provide more content and data that are valuable to the media or users to gain content exposure. The final exposure must be focused, quick, steady, accurate and ruthless. Question 4: Sometimes after buying a recommended position, I find that the data is not good, and I suspect that the other party is making up the volume through other junk channels. How can a novice avoid being cheated? Answer 4: First of all, you must do a good job of data monitoring. Data monitoring is divided into third-party monitoring platforms (such as TD/MAT, etc.) and comparing IDFA/MAC addresses with the background after your own delivery. It is recommended to use both monitoring methods during the launch. The first one is used during the launch period. If the data is abnormal within a period of time, communicate with the channel by phone immediately. The second method allows you to see the overall situation of a batch of data, including retention, paid conversion, etc. Data monitoring must be done well. If you really suspect that the channel is using other quantities to fill the gap, you can communicate directly with the channel and provide some data to the channel. Question 5: When working on offline campus channels, I am not sure what form can be used to make users pay attention to and like my products. One method is to directly buy traffic from campus clubs, but it is found that the retention rate is extremely low; another method is to promote the app through activities, but the app is uninstalled after the activities? How can I make the student group accept and love my app? ? Answer 5: When it comes to user retention, it essentially depends on the product itself. Promotional methods are only an auxiliary role, and later retention still depends on operations. Promoting apps through activities is a relatively good method. Student users like interaction very much, and during activities, users need to be allowed to discover the irreplaceable nature of the product. Is your product fun? Is it valuable to users? The value of an event is not limited to bringing in volume, but to design an event plan based on the characteristics of your own products so that users can truly understand your products. This requires more effort in this regard. Finally, consider the app itself and see whether your user base meets user needs. Communicate more with target users and think about their needs from their perspective. Question 6: How to quickly acquire the first batch of users with zero budget? Answer 6: If the product is good enough, the best way is to get Apple’s recommendation. Generally, after Apple recommends it, other media and channels will promote it at the same time. In addition, make use of your own social circle, show your face more often, and find more free resources from various channels; if you have a certain number of users and resources (such as Weibo and WeChat fans), you can exchange them for other products. If it is a vertical app, you can also post in some corresponding vertical communities to attract target users. Question 7: How to improve user retention for social products Answer 7: User stickiness is very important for social products. You must let users find a sense of value and belonging in your social products. Early seed users are very important. Their value can be maximized to create a leading effect. In this regard, we can do more operational activities and provide more guidance to users. It would be best if there was a certain opening mechanism and points incentive mechanism to increase user stickiness. In addition, social categories are divided into acquaintance social networking and stranger social networking. The two types have different positioning and must be treated differently during operation. There are many more detailed answers to this question on Zhihu, and it is recommended to learn more there. Question 8: How can we promote our product without much promotion funds? We have just changed our LOGO, so how should we promote our product at this time? How to check the promotion effect Answer 8: You must carefully select the LOGO before going online. The LOGO and name are the door curtain of a product, which is equivalent to the user's first impression of the product. The LOGO must be highly consistent with the product, and once selected, it should not be changed easily. Please choose to change the LOGO carefully. Changing it once is equivalent to starting over from scratch, so you need to consider it carefully. If you must change the LOGO, it is recommended to divide it into multiple steps. The first step is to inform users in advance, such as soliciting new LOGOs through activities, and giving exit rewards to users who give good suggestions. The second step is to send out promotions to inform users after the change. |
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