Nine tips for early stage app brand building

Although the author is not an expert, he comes from a full-network marketing media company. He is relatively clear about what needs to be done for the brand's full-network marketing. Based on the brand nodes that needed to be done in the past and the association with the App, he summarizes the following nodes that can be deployed in advance corresponding to the App brand. Of course, building a brand is not something that can be built in the short term. It requires long-term and stable preparation so that it can be detonated in the middle and late stages to give the brand greater exposure. Today I would like to share nine suggestions on the initial development of an App brand on Gupo’s Things. I hope it will be helpful to you.

1. Brainstorming

Why does the author list this item first? The reason is actually very simple. For any product, if you promote it just for the sake of promotion, if you don’t even have a clear positioning of your product and your target audience, what can you really do? Once on the east wall and once on the west wall?

NONONO, it's too tiring to do this. Instead of working hard blindly later, it's better to do a brainstorming session before doing it, analyze your own products clearly, list each item, and make a schedule. Isn't this very clear? It is very easy to do, so don’t underestimate this step, as it is related to whether you will enjoy the experience later.

Second, worry-free work: create an account

I originally wanted to write about the basic network skills second, but suddenly realized that when doing these things, I should do this first, which is to register an account!

When doing anything, it will be very convenient to prepare and organize these basic things when you need to do them. So after the schedule is made, first register an account according to the determined nodes where the content needs to be published, organize them into a table, and when publishing, log in directly to publish. This is very convenient.

3. Please lay the foundation first

Laying the groundwork for online content is a very basic thing in brand marketing. So what needs to be done to lay the basic groundwork for online content?

In fact, it is not complicated. It mainly involves laying the groundwork for product content on search engines. The purpose is to facilitate the user's first reaction after learning about the product through some already released channels or other means. Don't understand? Baidu first! Of course, it is also possible to download directly.

Then, based on the Internet, you can prioritize doing the following things. Of course, there are many more basic things. I just picked out some for reference. I won’t go into details about how to do it. I think everyone can understand it at a glance. In fact, these contents are what must be done in traditional Internet marketing. I will talk about my own views -

A product, especially a newly released one, has a blank slate on the Internet. If you do these basic things well, at least when users search for you, they can have a more comprehensive understanding of you. Regardless of whether the content is made by users or by you, this is controllable and can guide users in a positive way. So what's the reason not to do it?

Fourth, new media is a boost to brand marketing

In fact, according to the current marketing situation, new media accounts for a large part and is a force that cannot be ignored. It is a considerable boost to the brand. This is also a trend. So don’t take this issue lightly. Of course, this is not just about setting up a corporate account (Weibo, WeChat, Toutiao, Sohu), the content is also very important.

Regarding new media, what I want to say is that you should not just think about establishing, publishing, maintaining, planning and executing activities, but you should analyze and produce them based on product conditions, target groups, user psychology, product advantages, current hot topics, etc. Only in this way can the new media created truly attract users.

As for how to play it specifically, I believe there are already many cases that can be used for reference, so I will not go into details. I will just talk about one key point, which is "taking advantage of the momentum". If you take advantage of the momentum well, you can become an overnight sensation and gain a lot of fans. If the loan is not done well, it will not have much impact, neither good nor bad. Of course, don't use any crooked methods, such as "spreading rumors". If that's the case, you're just accelerating your death.

5. Expand brand exposure through a large amount of news

I believe everyone knows this without further explanation. The effect is still very good and obvious. Xiaojian mentioned one point that we should pay attention to. In addition to ordinary media, professional media also need to publish news. Don’t just publish media without classifying them, because the effects of the two types of media are different. So you can organize the media first, and when you need to publish it, don’t think about it, just publish it across the board, and then combine it with the background data to see the effect.

6. Forum communities are also important

I believe that friends who have done traditional Internet marketing should all know that community forums are a place where early target users and pseudo-target users are found, discovered, and converted, and as long as the method is used well, the conversion rate will be extremely high.

Therefore, you must observe and try community forums carefully, especially for newly released apps. Your first batch of seed users may come from here! Moreover, while running a community forum, you are also helping your own brand with SEO, because the weight of general forum communities is relatively high. Things posted here can be easily captured by search engine crawlers, and then optimized by SEO later, the effect will be great.

Of course, with so many cities and community forums across the country, how can we do it faster and better? It is recommended to prioritize the best forums in first- and second-tier cities, and there is no need to cover all of them in the initial stage. If you cover a few big ones well, you can convert a lot of people. Of course, before covering them, you should carefully observe the rules and gameplay of that forum. If you want to do it, do it well and become a forum moderator. I will recommend it to you and I believe it will bring you many unexpected surprises.

7. SEO optimization is the key, you must do it!

The importance of SEO is beyond doubt. As long as you are doing branding, you need to optimize keywords. This process will be relatively long, but the effect will be explosive in the later stage.

So no matter what happens in the early stages, please analyze and develop standard keywords and long-tail keywords based on your own brand, and then don’t think too much and just lay them out. In the early stage, the brand may not have any accumulation, but after optimizing the keywords, it is also in the process of accumulation, and it is also increasing brand exposure, so it is best to post every day and focus on the accumulation of quantity. How to do it specifically requires the help of professionals. SEO still requires certain strategies and techniques.

In addition, when doing SEO, we have to mention blogs. The weight of blogs is also very high, and it is also of great help for SEO. It is recommended that the company can let each colleague build a few blogs, and then synchronize them to the blogs when posting news or soft articles.

8. Event marketing is the tipping point

Event marketing is a job that you can never avoid. No matter what stage you are in, you need to cooperate in activities to convert, deepen and consolidate the user base.

There are three main types of activities at present:

1. User-generated content (UGC) activities. This type of activity often guides users to produce content that meets the requirements (for example, Weibo's "topic activities" require participation under the same topic to be considered successful), thereby spreading the product's values.

2. Guided activities. Through user interactions such as event rewards or content guidance (retweeting @ friends on Weibo, inviting friends to help vote), we can promote the expansion of product social relationships and activate the atmosphere between products and users.

3. Activities based on the core concept of one’s own products (prize-winning collections, competitions, etc.). Attract user participation through highly relevant activities to popularize products and features and enhance brand effect.

Regardless of the type of activity, it requires: planning scheme/form, activity page design, activity organization and implementation, etc.; and if the activity is well planned and well executed, the preparations made previously can be instantly detonated to obtain maximum exposure. So event marketing is actually a detonation point. As for how to carry out specific activities, I think we can still refer to what we brainstormed before, and then design, plan and implement them. People are alive, but the forms of activities are dead. Think more and design more novel or appropriate ways of activities, and the final results will definitely be good.

IX. Conclusion

At this point, I think there are three points that need to be emphasized:

1. Regularly optimize the plan

Whether you are building a brand or a channel, you need to optimize the original plan every cycle, optimize some things that can be eliminated or not necessarily done by yourself, and do what really needs to be done. This is the best way and in line with the saying of getting twice the result with half the effort.

2. Calm down and make plans for long-term brand building

In addition, building a brand is not something that can be achieved in a short period of time. Everyone must take the time to calm down and carefully study and think about it, and also spend some time waiting for the results. After all, no matter what product it is, in the end it is all about building a brand.

3. Leverage the power of the team

Whether it is building a brand or a channel, there are many aspects involved, and it is not something that can be done by one person alone. It is best to work as a team. The time spent and the results obtained will definitely be different. After all, the strength of one person is definitely not as good as that of a team. Of course, this configuration issue also depends on the actual situation of the company. Of course, most mid-level operators can do these things, but it will be very busy. .

Finally, I would like to share with you the general framework of the brand promotion schedule. Of course, this framework is just a template for reference. I don’t know where the content inside came from, so it’s best for everyone to make the work content details based on their actual situation.