Boss, do you know how APP died?

Boss, do you know how APP died?

I wonder if friends who work in channels will encounter the following problems: Our company has just launched an APP. We don’t have much promotion budget and we don’t know much about promotion. How can we spend little money to achieve big promotion? We already have some resources and want to acquire a huge number of users in a short period of time. What is the best way to do it? Promotion Wang Bubu~~ The local tyrant is coming! Please give way to the left and right. We, the rich man , have just attracted venture capital, and now we are so poor that we only have money left. The minimum budget is 500,000. Is there any way to raise 1 million in volume within three months? How should I put it? Ever since APP became a new means of promotion for media and enterprises, I don’t know how many “channel managers” have come forward one after another, sacrificing their youth in vain because they have been struggling every day with no good products and no funds! I can only express my sympathy for this. Personally, I have always believed that out of ten startup companies, four have no money, three have poor products, two have no channels, and one has everything but is too impatient! App promotion is not something that can be accomplished simply by having resources and channels! If you don’t believe me, look! ! ! ! No money - zero cost or low cost. Today's bosses are often attracted by articles such as "How to become XX users at zero cost" or "How to become XX users at 1 yuan". In fact, the opportunity for such promotion has passed. Three or four years ago, it might have been easy to gain millions of users, but now there are too many people entering the mobile Internet industry, and it is easy to imagine how difficult it is to succeed in this red ocean of App entrepreneurship. App stores are highly concentrated, traffic is decreasing, and the cost of promoting apps is increasing. It is almost impossible to attract users at zero or low cost at this time. If the boss uses this as a promotional requirement, then the company simply does not have enough money! Nowadays, many CPs spend money to find traffic and there are long queues. Under the current trend, there is almost no chance to promote the App without spending money. Second, poor product - poor user experience. As mentioned earlier, this is the red ocean era of App entrepreneurship. The homogeneity of Apps is very serious. There are many financial management apps alone. In order to quickly occupy the market, many App teams develop products and then basically test them collectively with their own mobile phones. If there are no problems, they will be released. After receiving the package, the promoters directly launched a large number of campaigns on the channels and secured a spot on a well-known app market. However, the app had less than 1,000 downloads in five days. There are many reasons for the low conversion rate. For example, the poor compatibility of the App itself prevents it from being installed on many mobile phones, or bugs that were not detected during internal testing were discovered by new users, who directly uninstalled the app because the experience was too bad. This indirectly resulted in the loss of a large number of users. A considerate boss may ask technology to improve the product, but a boss who doesn't understand the product will directly blame the promoters for their ineffectiveness. After all, even the worst product needs to be operated, right? We can't just not promote it because the product is not good, haha! Third, there is no channel - everything starts from scratch . You can promote it without spending money, but the prerequisite is that you have the resources! Possessing a large amount of traffic resources or strong personal connections. After all, becoming an expert in network promotion in the industry is not something that can be achieved overnight. It is the result of their long-term accumulation of resources. When they are working on a new project, they have already used a lot of the resources they had accumulated before (the high salary of channel promoters also includes selling their own resources), such as traffic resources, media resources, etc., and rely on these resources to promote it, of course without spending any money. So, if your team does not have any accumulated resources and wants to promote an App without spending money, it will be harder than climbing Mount Everest, especially for a new App. Everything starts from scratch and it must be very difficult to promote it. Fourth, being too impatient - the promotion cycle is too short. The industry is developing very fast now, and there are many competitors. If you are a little slower, you will fall behind your competitors. Therefore, many CPs hope to gain users quickly, and the requirements for promotion personnel have become very demanding. Personally, I believe that any promotion has a certain lag, and it is very difficult to reach a volume of one million in a short period of time. Promotion is a long process. Only when the quantity accumulates to a certain level will a qualitative change occur. Therefore, during the promotion process, it may take one or two months before seeing any sales. This is different from technical development, where a product can be launched online as soon as it is developed by a technical expert. The general setting is that the promotion cycle is based on years, and the number of users is gradually increased. This is the most normal way to avoid problems. It is difficult to launch a good product if the promotion cycle is too short, and the user quality will not be too high. Either you spend money higher than the market price on promotion and become a rich man, or there is no other way. Even if the product is good, the promotion cycle is long, and you have money and channels, the channels will also be saturated! There are only a few channels in China that can promote apps. Even if you contact hundreds of them, such as Duomeng, Wanpu, Youmi, Anwo, Daoyoudao... and then lurk in the QQ groups of major industries as soon as you go online every day, looking for channels, and finally you are abused by various channels: the supply is saturated! After complaining about the online channels, let’s complain about the offline channels! Cooperating with a certain business hall, CPA, although the price is really not high, but the next-day retention also surprised my friends. Do you often install a bunch of apps for those aunties, uncles, and grandmas? They may not even know the existence of your apps! So offline channels will be ineffective if they are not accurate! How to create offline channels? Let me tell you slowly. 1 Where do users hang out? The first principle of offline business is naturally to know where your users tend to hang out! If you want to catch students, you naturally go to the school; if you want to catch white-collar workers, you have to go to the business building; if you want to catch the elderly, haha, community vegetable markets are good places. Regarding the venue, you should know that no one will give you a free venue, you just have to look for venues one by one. Haha, you know the price! A more cost-saving way is to find a third-party solution company that has these resources, which can not only provide a venue but also a promotion plan. But many big names also use other platforms to exchange their own venue resources and hold five events with the money from one event! 2 How to create a high-profile momentum Having solved the venue problem, let’s talk about how to create a high-profile momentum! The most basic thing for an event is to know how to create momentum, including roll-up banners, posters, and leaflets! Invite people to participate in the event on site, and they can see the promotion of your APP everywhere. If you have bees, even better! If this is the case, are you still worried that no one will participate? Don’t be afraid! You have to know that humans are social animals and always like to go to crowded places. If you are worried that the scene will be deserted, just let the staff line up and act as a stand-in. There will always be curious people coming to find out what’s going on! Regarding gifts, who says that gifts must be high-end? If you think that a gift worth 3 yuan is too low to be used as an event gift, it only shows that you are not a good promoter! I won’t tell you that those exquisite gift bags contain small gifts worth 3 dollars! Just say “Scan the QR code to receive a gift!” and someone will definitely come! 3 How to ensure the effectiveness of ground promotion ? Now that the venue and momentum are ready, let’s take a look at the results. The biggest worry for many ground promotion personnel is that it is difficult to achieve both brand and APP activation, and the promotion effect is difficult to track. The reason lies in the dependence on the Internet! Whether it is subways, conference venues, shops, stores and other commonly used points for ground promotion, there is a high probability that they cannot connect to the Internet. Users are unwilling to waste their traffic to download APP activation, and the most they can do is to follow them on WeChat, and the effect will definitely not be good. I have seen a better way, which is to do it in a shopping mall and use the free wifi provided by the mall, which will be much more effective. What if there is no network coverage? The mall's network is unstable and slow. What can I do? If there is no network coverage, you must bring your own hardware equipment, which must have the following features: light and easy to carry, long standby time, fast download speed, and ability to provide data analysis, etc., such as the cat catching box I have used. Finally, whether online or offline, app promotion is not that easy. The promotion of an app has a lot to do with a company’s product quality, team background, promotion strategy and other aspects. Finally, please allow me to make one more YY: If you ignore me today, I will make you out of my reach tomorrow!

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