Everyone is discussing the functions of mini programs, but I want to talk about a few promotion methods
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People are chasing hot topics at an increasingly faster pace, and most people prefer to be disseminators of information. Simply copying and pasting "X questions and X answers about the mini program " can turn it into an article. But what’s the use of this? Today I want to talk about something that may be really useful to you - the promotion method of mini programs. At the WeChat Open Class on December 28, 2016, Zhang Xiaolong mainly introduced the functions of mini programs. The old lady distilled four main pieces of information - and then I discovered that the mini program had become a "four-no" product. ● No fans ● No article push ● No mini program store ● No Moments sharing function The mini program is completely in line with the product concept of the father of WeChat - use it and leave. But if there is nothing, how can we ask people to promote it? / No fans / The mini program does not have the "fan attention" function, which is the same as the APP. Only APP can push messages regularly, but mini programs cannot do that. However, it is presumable that the operator can obtain user information, such as the user’s phone number, through the mini program. This way, you can send SMS push notifications to users during the event. In addition, the presence or absence of fans is a significant difference between mini programs and subscription /service accounts. Although mini programs cannot gain fans, the corresponding subscription accounts/service accounts can import traffic to them based on their fan base. In the past, people would import traffic from subscription accounts/service accounts into the APP, but new users might need to register first after opening the link. With the mini program, it should be possible to better connect with the dual numbers, which is convenient for users. / No article push/ Since the mini program cannot gain fans, there is no one to push articles to. But as I said above, don’t forget that you still have subscription accounts/service accounts, which are the most effective channels for promoting official accounts . I believe that dual accounts can be bound to mini programs, and the result is: one is mainly responsible for promotion, and the other is focused on user experience . Therefore, you should still focus your promotion on double accounts. I was wondering, now that we have mini programs, what value do service accounts have left? There have been rumors that service accounts will be merged into subscription accounts. After the mini program goes online, perhaps this will really become a reality. / No mini program store/ Unlike APP STORE, mini programs do not have a so-called mini program store, so they cannot play the role of "recommending related mini programs". However, Brother Long also said that companies can achieve their goals by placing QR codes. This method really kills two birds with one stone. It allows companies to willingly advertise on WeChat offline for free (although WeChat already has hundreds of millions of users, it also has competitors, and advertising has its benefits), and it also tells everyone another way to promote their products: offline marketing . Nowadays, people are basically immune to various online marketing methods. Ground promotion is a good way to promote. As long as you choose the right time and place for ground promotion, you have the target audience. The next step is to attract the target audience to scan the code. Field sales personnel are very important to the effectiveness of field sales. It is better to let company employees go to the site rather than hiring part-time workers. The level of seriousness in doing the work is definitely different. Since the mini program does not have a relevant recommendation function, and Brother Long also said that he would "try to limit the search function", there is not much need for professional operators for the mini program. In the future, new media personnel will be more popular on the WeChat platform. / No friend circle sharing function/ Mini programs cannot be shared to Moments, but can be shared with friends or in WeChat groups . I have a question, why can I share it to WeChat group but not to Moments? You might want to recall whether there is a difference in the number of readers of the same article after you forward it to your Moments and WeChat groups. Obviously, the reading volume contributed by ten WeChat groups is not as much as that of one circle of friends. The level of trust between WeChat group members is certainly not as high as that in Moments. But on the other hand, there are still opportunities for WeChat group promotion. Each group has different attributes. If you are not the same type of people, you cannot join the same group. Therefore, the positioning of WeChat groups is actually very accurate, but most group owners still do not know how to operate a community well. I believe Brother Long has noticed all of this. The WeChat team will probably release more features to optimize WeChat groups in the future. However, how can we join the WeChat group containing the target group and promote the mini program more effectively? From the outside: For example, if you are XX music company, you might as well try to hang out in the communities of related apps such as Luowang, LOFTER, MONO, etc. Once you have connections and resources, you can then import them into the WeChat group. From the inside: Some public accounts will direct followers to WeChat groups, so you can follow the pushed articles at any time; WeChat group members can change groups; friends around you may create groups in their personal names, and you can follow the updates of the Moments at any time. Finally, I would like to leave you with a message: There is no need to panic about the repeated revisions of WeChat and the launch of new features, and there is no need to be confused about attracting new users of official accounts and mini-programs. Take a closer look and try it yourself, you will always find a solution to the problem. The biggest problem is having no problem. Only by discovering the problem can we have the possibility of solving it, right? Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @边大娘 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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