There are 3 basic ways to get traffic when promoting APP!
I have been working in operations for a year, and after careful consideration, I found that most of the work is related to attracting new customers ? Maybe this has something to do with the fact that the companies I work for are all startups . 80% of a small company’s operating time and energy is spent on traffic . Only when the app reaches a certain scale, has a stable source of traffic, and has a certain word-of-mouth effect will it involve system operations. Traffic, on the one hand, is to verify demand and find better demand: the product manager designs an initial version, the operation brings in users to verify the product function, the product manager then improves the product based on user needs, and the operation brings in new users to verify the product again..., in the process, new users are constantly needed to inject to verify the feasibility of the product; on the other hand, what startups need is growth rate, growth rate, not growing is tantamount to suicide. Products and technology are the basic guarantees, and user growth is the greatest growth rate, so the engine of startups naturally falls on operations. How can operators obtain traffic under such circumstances? By the way, the traffic dividend period of mobile Internet has passed, and traffic is becoming increasingly difficult to obtain. The aspects I came into contact with and thought of are: app stores , viral transmission , and search engines ;1. App StoreTraffic sources at the basic level: There are two possibilities for users to download apps: a: download from the app store; b: download directly from the link. When users download from the app store, they can perform various operations to influence user choices, allowing your app to gain a good number of downloads. It's nothing more than from two aspects: 1. Increase the exposure of the application. The method to be adopted is to cover various keywords , have a good ranking, obtain various chart positions, etc.; 2. Improve the conversion rate . Users see your application and other applications at the same time. How to make users think that your application is better is nothing more than the logo, screenshots, friendliness of the introduction, ratings, and download volume. The specific method involves the application store ASO technology, which will not be explained in detail.2. Virus-like spreadIf the app store and search engine are the base, viral spread is the coefficient, and user acquisition = base (app store + search engine + others) * coefficient (single user invitation rate). There are three types of viral transmission modes: 1. Native viral transmission, which is rooted in the product and exists as a product function; such as YiQixiu : creating an H5 and sharing it on WeChat Moments for others to watch; Activity: formulating an activity and sharing it on WeChat Moments for others to sign up; this is a product feature, and apps that are not part of this type of product can tap into this type of demand point. 2. Artificial viruses, which exert external forces, are often a set of mechanisms to encourage users to share; such as Paipai: you can steal red envelopes from friends, but you must share them to your circle of friends when receiving them; in Happy Farm, you must have more friends to play in order to steal more vegetables. Currently, the invitation rewards on our company’s points wall are also artificial viruses. When setting up such a reward mechanism, if cost expenditure is involved, it is necessary to accurately calculate the cost to prevent freeloaders . 3. Word-of-mouth virus, spontaneous and independent spread by satisfied users. Users actively and spontaneously share information about products in their daily conversations. For products with word-of-mouth response, operations need to be upgraded to a higher level and the overall operation strategy should be considered from the perspective of the brand.3. Search Engine:When users encounter a problem and don’t know the solution, they have two options: first, ask friends, either verbally or through the almighty circle of friends; second, search, so search engines still occupy a huge amount of traffic. By the way, the search engine traffic is still very large; SEO has been around for many years, and the era of relying on SEO to violently obtain traffic is over. 2008 and 2009 were the bonus periods for search engines, and it was said that it was very easy to obtain traffic from Baidu at that time. Baidu’s rules are now very strict. If there is any unconventional operation involved, the site will be blocked. Previously, we could use Baidu products such as Tieba, Zhidao, and Jingyu to obtain traffic, but now it is becoming increasingly difficult to do so. Postscript: ASO and SEO are both about understanding the rules. If there are rules, there will be loopholes. If there are loopholes, there will be people who can find them. I feel ashamed of myself in front of these talented people. The app operated by one of my friends has a monthly growth of 2.6 million and 80,000+ new followers per day. I have also heard that there are people who can use SEO public accounts to attract 200,000 followers per day, of course, some unconventional operations are also used. The app store is what I have been working on for a long time, viral communication is what I have been trying recently, and search engines are what I have recently started exploring. Of course, there are some other ways to acquire traffic, which will be discussed in subsequent articles. These three methods may be applicable to most apps.Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @叶国新 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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