The process and channels for APP promotion and attracting new users!

Everyone has different ways and methods of operating and promoting apps. The editor believes that to promote an app, you must do these two things well. The first is to understand the data feedback from each channel. The other thing is to make a corresponding plan and then implement it according to the plan. How should we do it specifically? Let’s take a look at it together below.

The process of promoting and attracting new users

1. First of all, you must understand your product before promoting it. Only by knowing your enemy and knowing your enemy can you win every battle.

1. Do you still remember our general 5W2H rule? If it is not clear, let’s first consider the three most basic questions about the product:

1> What is our product?

2> Who are our target users and where are they?

3> What needs of users do our products meet?

The premise of our APP promotion is that we must thoroughly understand these three issues, so that we can determine the promotion direction and provide a basis for the customization of the subsequent promotion strategy!

So, when you receive the task of promoting an APP, the first thing you should do is to ask for product requirement documents and competitive product analysis documents. If you don’t have them, you can only ask the product manager face to face about the target audience and product features.

In fact, if we don’t get a clear answer from the product manager, we can also conduct a survey online and offline to get to know the users!

2. Find out the features and advantages of the APP being promoted, and be fully aware of any specific details.

It goes without saying that it is important to be clear about your target audience. Another aspect is to understand and be familiar with the functions and details of your own products, and to highlight and expand the advantages and features of your own products.

3. Competitive product analysis

Use and analyze similar apps on the market to find out which products compete with us, what are the directions and features of similar products, and what are our advantages in competing with them.

Pay attention to the download volume of competing products: Pay attention to the download volume of competing products on iOS and Android, and try to understand the real user data, such as through some third-party tools

Pay attention to the hot words used by competitors. You can use APPying to search for the popularity of competitors' own brand words and whether they have been on the hot search list. Monitor the changes in keywords through tools such as appannie/aso100/appduu.

Whether the competitor has its own promotional resources, the product manager conducts product research from the functional perspective, and then we need to see if there is anything worth learning from the perspective of promotion.

How to promote competing products. Which recommended positions were listed, which advertisements were made, which organizations were cooperated with, etc.

Promotion channels: let users see you

When a product is first launched, the channels are blank. We need to do the most basic work, at least when users search, they can find it easily. No matter whether the channel is large or small, it is controllable. This is an action that can guide users positively!

The general classification of channels

1> Free channels: including major app stores, first releases, special events, basic ASO

2> Exchange: including 1:1 exchange, unequal exchange, and purchase

3> Cooperation: including event cooperation and resource exchange

4> Payment channels: There are three types of channels: score wall ranking, application market (advertising space, activities), and third-party advertising companies.

5> Promotion of vertical communities

There are so many tasks to do, which ones should we do first and which ones should we do later? How should we arrange them?

1> Prepare detailed description of the product, screenshots, one-sentence summary, keywords, market classification, etc.

2> Organize the data analysis template, including: App retention, activity, new additions, etc., as well as the effects brought by various channels.

3> Apply for developer accounts in major markets, collect statistics on the volume brought by major markets, and update and maintain them regularly

4> Organize the first launch requirement documents, recommendation rules, and detailed information such as relevant persons in charge of the application market in major markets.

5> Accumulation of resources such as application market promotion groups. Many application market news are first released through official groups. Joining these groups will facilitate subsequent promotion and cooperation.

6> Understand the prices of mainstream paid channels and the charges of various promotion methods, including CPT (pay per day), CPA (pay per performance), CPD (bidding, pay per download), and CPM (cost per thousand), and develop paid promotion methods and combinations based on needs.

Build a brand and let more users know you

Most people think that the purpose of building a brand is simply brand exposure, how to let users show their products, but is brand promotion really that simple?

I will first list the basic work, and the focus is on brand marketing.

1> News reports: including comprehensive media, vertical media, etc.

2> New media marketing: Needless to say, WeChat, Weibo

3> Online promotion: encyclopedia, Q&A, document library, PR draft, etc.

4> Brand marketing (key point)

The vast majority of CMOs we talk about have a dream about building a brand in their hearts - to make big news, to create a screen-sweeping event.

But does having a viral presence really mean you have built a good brand? For example, do you remember the 300 Spartan warriors at the China World Trade Center last year? They were very popular at the time, but who remembered what their product was called?

When we are doing branding, we must first understand what is a brand and what is the purpose of branding?

In short, a brand is an intangible asset. The ultimate goal is twofold: to make the product look more valuable by generating a premium ; to bring a kind of credit guarantee, behind which is a certain sense of trust and dependence (from the article "A must-read brand building methodology for founders and CMOs") When we build a brand, we can specifically divide it into the following stages

1> Discovery: Being found and seen by users

2> Recognition: Everyone sees and understands what you do.

3> Remember: You know

4> Like: After users have trust and reliance, the product will generate a premium at this stage

5> Can’t forget: User stickiness

Only with the right opportunity + the right product + the right means can you achieve successful marketing. Moreover, this is an era of the rise of personal brands. Whether you are a big shot or a loser, you must learn to build your own personal brand and IP!