How to promote app brand from basic content, SEO, new media, PR drafts, and activities?

In life, we often encounter a scenario: for example, when shopping, we install apps such as Tmall , Taobao, and JD.com; when managing finances , we download apps such as Alipay ; when listening to music, we download apps such as Kugou, QQ Music, or NetEase Cloud Music …

Apps that have already established a brand effect in the market will attract a large number of users without too much advertising. In other words, when people want to download similar apps, they will first consider the app that has formed a brand in their minds: this shows the importance of app branding.

Next, we will analyze how to do app brand promotion from five aspects: basic content preparation, search engine SEO optimization, new media marketing , PR release, and event marketing .

1. Basic content preparation

In the Internet age, there are many channels for users to learn about a product, and the Internet is the most commonly used channel. For example, when I first learned about the Didi Taxi app from a conversation with a colleague, and I wanted to know more about this app, the first thing I thought of was to search on Baidu.

The basic content preparation stage is the process of creating app product information from scratch. Before the app product is launched or in the early stage of launch, as a new product, there is no information about the app on the Internet. At this time, the app operator needs to prepare the product content so that users can query more information about the product through the Internet, or guide user behavior positively through some content.

2. Search Engine SEO Optimization

Also called app search engine promotion. That is, to mine keywords based on product characteristics, user group positioning, etc., and optimize the keywords to improve the ranking of product keywords in search engines.

To do SEO optimization, app operators need to determine the main keywords and long-tail keywords of the product, and then formulate one or more relatively complete optimization plans and implement them resolutely. Of course, SEO optimization is a long-term accumulation process. The effect is minimal in the early stage, and the explosive effect can only be seen in the later stage. This requires persistence in app operation, and it is best to ensure that it is released every day.

In addition, SEO is not that simple and requires finding the right methods and techniques. For example, which platform is most effective for posting, what are the characteristics of each platform, how to post quickly, get good ranking and be stable, etc. These all require app operators to learn and summarize in the process of SEO optimization.

3. New Media Marketing

Now is the era of new media. Whether it is website promotion or app promotion, new media is an indispensable part of brand promotion channels.

New media platforms mainly refer to some self-media platforms (such as Toutiao , Sohu Self-Media , Baidu Baike, Chuang Toutiao, Penguin Self-Media, Jianshu, etc.) and WeChat public accounts (such as subscription accounts , service accounts, enterprise accounts, etc.). Many operators may think that new media marketing is very simple. They just need to apply for an account and publish content regularly. If you just send messages, the effect may not be ideal for app brand promotion because it will not bring much traffic and conversion. It is recommended that operators study the characteristics of the platform more when working with new media, such as what articles on Toutiao have high reading volume, collection volume, and forwarding volume, what articles are easily recommended by the system, and which time period is most effective for posting articles.

4. PR Draft Release

A PR draft is a press release. Publishing a PR draft is the most direct and effective way to promote a brand. In addition to preparing the manuscript, the most critical thing for press release is the choice of platform. App operators should choose the appropriate mainstream media platform based on the characteristics of their products and user groups. For example, my product is an app activity operation tool , and the main user group is app operation. Therefore, when we are releasing press releases, we will classify the media platforms: ordinary Internet portals (where Internet users gather), such as Sina.com, Tencent.com, Webmaster Home, A5 Webmaster, 36Kr , Chuangyebang , Titanium Media, Meihua.com, Shuying.com, etc.; precise app operation websites (where app operations gather), such as Gupo's Affairs, Qinggua Media, Operation Uncle, App Dry Goods Shop, etc.

5. Event Marketing

High-quality events can quickly enhance the image and visibility of a company or brand. Therefore, event operation is one of the essential channels for app brand promotion. Especially in some operation-oriented companies, event marketing is a very critical part of their operations.

It is recommended that app operators carry out some activities that are highly consistent with the product itself according to the different stages of the product, so as to popularize the features of the app product to users and achieve the effect of promoting the brand.

At present, the more common forms of app activities are mainly the following:

WeChat official account activities: Use official account activities to enhance fans’ awareness of the brand, such as reward-based official account H5 activities (shake, questionnaires, one-click draws, big wheel, etc.) and content-guided activities (guide users to use or download the app through articles, videos, and other content).

Official Weibo topic activities: On the premise of being familiar with the Weibo topic rules, plan some topics and guide users to participate.

In-app activities: Combine the product itself to carry out some precise activities or trigger activities in the app. Activity delivery means that the app can regularly carry out some simple activities in the banner image, information flow and other locations every month or week to improve user retention rate , as shown in the figure below.

Activity triggering means setting up user behaviors for participating in activities through SDK technology. When users take corresponding actions in the app, an activity is triggered for the user. The activity shown in the figure below is also a trigger activity made by a merchant in the activity box to improve the retention rate of the app. Users can participate in the activity after successfully paying for the order.

A successful brand promotion can create a potential cultural identity for the product in the minds of users, thereby increasing the brand's influence. Therefore, app operations need to carefully plan how to promote the brand based on understanding the users.

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

This article was compiled and published by @等待八戒 (Qinggua Media). Please indicate the author information and source when reprinting!