【APP Promotion Tips】Thoughts on Online Promotion

introduction:

When I was setting the topic, I wanted to write “how to promote it” but I felt that the topic was too broad. “How” would create the illusion of “all-powerful”, so I decided to talk to you about online ideas.

Let me first talk about my positioning of "promotion" and its development plan.

"Promotion" is a job that requires young people. It has a low threshold and no academic requirements, so I think promotion is sales. Perhaps you will object to this statement. After all, the technical content of promotion is slightly higher than that of sales, because it requires data analysis, planning, and the people it contacts are all high-end; sales only promote products to unfamiliar users; if this is how you look at the relationship between promotion and sales, it is also pretentious, because the purpose of promotion is also to let users understand your product and use your product.

“Promotion is cruel. If you fail to make a name for yourself in the industry before the age of 40, you will face the possibility of being eliminated by the company.” Therefore, the future plans for this position have two outcomes: “breaking out of the circle” and “becoming a boss or shareholder.” There is no need to be so pessimistic. There is another possibility. You can give yourself a get√ and learn how to be a manager. This can extend your skills by 5 to 10 years before being eliminated by the company. Some friends who see this will find it a paradox: if you can achieve success before the age of 40, why wait until after 40? My answer is "Luck is important, but opportunities are reserved for those who are prepared."

When doing "promotion", you should think from the perspective of a boss or shareholder.

Since this was the first time I wrote this topic for someone outside my company, and I was not confident enough in my own logical thinking. Welcome to criticize, accept it with an open mind.

Promotion ideas

Online, you often see circles discussing the issue of "My boss doesn't pay me to produce results," and everyone will sympathize with him and criticize his boss. I wonder if the boss pays me, the answer is yes. So when you think your boss won’t give you money for promotion, will he really not give you money? I believe that your boss understands what "cost" is better than you do, so we must have an executable promotion plan at this time.

Generally, I will give my boss 2 or 3 ideas. Of course, the writing method is very simple. I will write the 2 or 3 ideas in a plan, and then do some subtraction when confirming the plan content with the boss. The executable plan content, goals and budget will come out. If you only present one idea to your boss, there is a high possibility that it will not be recognized. Then you still have no money to promote it, and your boss still cannot get any results from you, and the pressure is increasing.

How to write a promotion plan? This is how I think

First of all , ha, yes, first of all it is really important; what are the boss’s expectations for the promotion, goals, KPIs. How to write the content of the product project proposal? Let’s talk about investment first and understand it thoroughly. If something is irrelevant, this is the time to express your opinion that you think is correct. This may sound a bit long-winded, but many colleagues will ignore it and think that they just need to listen to their boss. The key points to be clarified in the summary are: product functional advantages, product market positioning, target user group positioning, job responsibilities and KPIs.

Secondly , when writing a plan, you will also consider "free" and "paid" methods. No matter which method is used, the plan must include "type", "strategy", "goal", "start time", "end time", "estimated effect", "cost budget", and "positions requiring assistance". Some friends may have difficulty with "estimated effect". Let me first teach you a basic method. Take the current data from free channels, including download rate (you can learn from historical experience or ask other partners), activation conversion rate, next-day retention, 3-day retention, 7-day retention, payment rate, and ARPU value. Understand these data, and then write the analysis results into the "estimated effect" in the "strategy" and "budget" corresponding to each means.

This is just an idea for writing an executable promotion plan.

Now that we have introduced the basics, let’s see what the idea behind the promotion is.

First of all, we need to understand the boss's expectations and the contents of the product project proposal. Therefore, the promotion method must have ideas, which should be reflected in stages. What goals should be achieved in the first stage, the second stage, and the third stage? The implementation plan of each stage can be completed with the above ideas. The ultimate goal is the ultimate goal of all plans. I believe that when the boss sees the controllable plan and reasonable ideas and solutions, he will not spend a penny.

Finishing the writing is not the end, it is just the beginning of promotion. The data analysis report summarizes the adjustments of the executable plan ideas. Develop good habits, stare at the data every morning, make a summary report every week and adjust the promotion plan for next week. Don't be afraid of trouble, because promotion is the window of the company. . . “

You are my eyes, taking me to appreciate the change of seasons." These are views on promotion ideas and some skills in writing proposals, which are also a kind of precipitation. I hope to get criticism and point out deficiencies.

at last:

A good attitude is essential

There is no end here. You need to take time out to learn new knowledge and consolidate what you have learned. The best way is to communicate. You can share in a circle or write and ask everyone to comment. Then you will find that there are many things you don’t have time to do. How much time do you spend on "chatting" on QQ and WeChat during working hours every day? Showing off yourself every day and watching others flying around are the biggest "waste". Are you really that rich? How many plane tickets have you bought with your own money? If not, please take your job responsibilities seriously. Because you, including yourself, are all assets of the company. When you are "showing off" in the circle, don't forget to give the company good results, because the promoter is not only an employee, but also the largest shareholder and your own boss.