My understanding of APP operation and promotion!
| Today I would like to discuss some issues with my colleagues in operations . 1. First of all, we need to understand what is APP marketing ? The rapid popularization of smart phones has led to the mobile development of APP marketing. In China, 83% of users use smartphones to access the Internet, and the strong dependence on mobile phones has become an indispensable part of daily work and life. APP marketing, with its comprehensive information, strong sustainability, lower cost than traditional marketing, conducive to brand building, cross-regional, strong interactivity and strong flexibility, has become the best choice for businesses as a marketing method. As the saying goes, development is easy but operation is difficult. So what is APP marketing? APP Marketing Development Trend Operational work can be divided into the following 5 parts 1) Basic operations: the most routine and common work to maintain the normal operation of the product. 2) User operation : responsible for user maintenance, expanding the number of users, and improving user activity. 3) Content operation: guide, recommend, integrate and promote product content, provide text materials to event operation colleagues, etc. 4) Event operation: Plan events according to needs and goals, monitor event results through data analysis and adjust events appropriately to improve KPI and achieve product promotion and operation. 5) Channel operation: Promote and export products through business cooperation, product cooperation, channel cooperation, etc. App operation data indicators are also the biggest challenges for operators. Data kills people! What are your priorities? 2. What stage is your APP product operation currently in? Products at different stages have different operational goals. Many companies focus on data, but before the product is launched, many of the most fundamental solutions are not in place, and they start asking for data and traffic, which is very dangerous. Making a product is like raising a child. When he is born, you have to solve basic problems first. Keeping him alive is the key. When he grows up a little, you can train him to sit and crawl. Don't expect him to walk before he can crawl. APP operation stage Of course, one of the most important things at this stage is to have enough funds to support the operation of the product. The initial data of the APP online mainly focuses on the download volume and number of users, and the later stage will focus on user retention and active time. During the data stabilization period at this stage, looking at the conversion volume is a natural thing. APP data collection stage 3. What are the channels for operation and promotion ? When it comes to operations, promotion is the highlight! This does not discuss the online promotion of mobile advertising platforms, interstitial ads, third-party app stores , software bundling, points walls , etc., as well as offline promotion by mobile phone manufacturers, network operators and flashing devices. Let’s just talk about the promotion of new media channels. The promotion of APP is inseparable from the promotion of the brand. As a corporate product, the brand value positioning of APP is consistent with the company's output. The brand effect has also become the most lasting and valuable influence among many apps, and has also become one of the important factors in determining user selection and retention. Then the brand promotion of APP is actually a main line throughout the entire product promotion. APP brand promotion In the early stages of the APP, certain conversions can be found in forums and posts related to the product. Based on the product’s weight at this stage, output methods that help solve user problems to influence users to download. But no matter which channel you choose, you must write every piece of content with the attitude of making it a quality product. Forums, Post Bars 4. Good content is king No matter what product it is, users will still look at the content before choosing to use it. However, continuously producing high-quality content is one of the key aspects of online marketing. Content marketing is carried out in the form of increasing traffic, building a sense of presence and trust, and increasing conversion rates . We hope that users can stay, so the effectiveness of content marketing is measured by user retention rate . Content Marketing In addition to having good content, you also need to give users reasons to come back, expand more channels, and most importantly, continue to solve users’ problems, such as taxi-hailing apps, weather apps, etc. No matter how smart the user is, they still like fool-proof applications. Focus on functionality and make the application as simple as possible. The process from complex to simple is quite long but effective. 5. How to increase user stickiness? 1) Retain users with high-quality content. The stickiness of APP users requires a long period of sedimentation, and companies also need to continuously innovate and improve their product content in this process. There are several steps to increase user stickiness with content. How to increase user stickiness 2) In addition to using content to retain users, you can also use points, sign-ins, and tasks to allow users to obtain actual discounts, cash back, and points. You can also ask users to help you complete actions, such as sharing to other social circles or inviting friends to download, etc., which can help retain users. 3) Retain users through interactive experience. Develop effective activities: giving back to users, brand promotion, and charity events, etc., all of which can help retain users who are valuable to the product. It is important to clarify the core purpose of the activity. What effect do we want to achieve through this activity? The entire team must be very clear about the purpose of this event so that they can convey consistent information to users regardless of content output or design performance. User participation path planning is to design simple and easy-to-spread activities after fully understanding the purpose of the activity, so fool-proof operation is best. The above are some superficial experiences in operational work. Whether an APP can gain long-term popularity among users is inseparable from the efforts of the entire team. We must also have a deeper understanding of human nature and a thorough understanding of the product, and specific experience must be accumulated in actual work. |
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