How to make steady progress when launching an APP?

That’s the title , but if you ask me how I got 1 million followers in a month, I’m afraid I’m overthinking it.

If you have no money but still want to achieve success overnight, that is just daydreaming.

Different products require different marketing methods. The key is to find your marketing scenario and design your marketing path. For example, Didi ’s social red envelopes will not work if they are given to you.

You can't just say you want to invest in WeChat , Baidu, Toutiao , the app market , or invest in brands and do public relations. In essence, no matter what we invest in, it depends on who our target users are and through which channels they access similar products. This requires sufficient user research and marketing insights.

Try to be as detailed as possible, including where the customer came into contact, where the customer purchased the product, how long the purchase decision cycle is, the initial purchase amount, the amount and number of repeat purchases, whether the customer is brand sensitive or price sensitive, and what pain points the customer faces.

Based on these, you can quickly find marketing scenarios and design marketing paths.

The following are the key channels:

1. WeChat: The essence of placing ads on WeChat accounts is to solve the problem of sales. Although there is awareness of the content, the conversion rate is only higher . You cannot remember the ads on WeChat accounts. WeChat subscription accounts are a must as they bring huge traffic dividends, but they require a large investment in manpower. WeChat service accounts are best made into auxiliary entrances to the APP as some users are too lazy to download the APP and focus more on interaction and user management.

2. Weibo: We haven’t done much cooperation with Weibo. I personally think it is more focused on solving the problem of volume. It can promote sales in the e-commerce industry, but it is not effective for conversions in most industries.

3. Search, information flow , DSP , and application market: all for sales.

4. Industry apps and websites, such as Taobao, JD.com , Autohome , and Ctrip : the best sales channels.

Here are some common marketing methods:

1. Public relations release: The core is still the quality of the article, including brand, event, evaluation, competitor, and data categories. Assist in solving conversion problems in sales channels.

2. Promotional activities: The core is still the attractiveness of the activities and the design of conversion paths, which are the best ways to solve sales.

3. Brand hype: It can be social or traditional brand routines. The key is to focus on the user group with the greatest conversion potential and bombard it with a small budget. PS: Traditional media such as TV and newspapers have a greater role in promoting user trust than Internet media. It is mainly to solve the problem of volume and make users remember it.

After understanding these basic channels and methods, you can start to take steady steps.

The first thing to solve is publishing and SEO, and try to have a good impression score when searching. This can be done all the time and is always useful.

Whether you have an APP or not, first set up a service account and a subscription account . If you have a lot of manpower, you can create more accounts.

Since it is newly launched, you might as well plan a promotion. Nothing can increase conversions better than promotion.

After completing these basic tasks, let’s start with sales. Give priority to industry websites, such as Taobao for e-commerce, Autohome for cars , and Ctrip for air tickets.

The content created based on WeChat subscription accounts can be spread to industry websites, communities and forums first, which are filled with highly focused target users who already have very mature purchasing habits and a clear understanding of the category.

When selecting contact targets for new product launches, priority is given to users who have already purchased similar products. These users have a shorter decision cycle and are more likely to become purchasing users in a short period of time, thereby quickly increasing sales.

Next, you can consider advertising sales channels, such as search, information flow, DSP, alliance, etc. The search effect here is generally good. Secondly, ASO has a huge bonus factor and is worth doing in depth. Since they are all click-based ads, costs are controllable and the effects are easier to control.

Around promotional activities, we can do something about brand voice. Combine internal resources, external media releases, WeChat KOLs , and industry portals to carry out integrated marketing around the theme of the event.

After completing this step, the on-line process should be complete. The key points here are how to synchronize the volume and sales around the event; how to use the dividends of WeChat to bring in the first batch of seed users at free or very low cost in the early stage; and how to use the dividends of sales channels to bring in a steady stream of users at a cost lower than the industry average.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @刘渝民 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map