Experience sharing: How do we promote APP?

How to sell your product? Good promotion is the key to success. Of course, its premise is that your product must be good. Take an App for example, if it only satisfies your personal preferences but ignores the user's usage habits, it may have a rough interface and poor user experience for them, and it is almost impossible to promote it well. Therefore, you need to conduct a serious market research to see if your App can meet certain rigid needs of certain user groups, and then carefully adjust and match the product interface and user experience, so that it can be a good product.

Before entering the promotion period, you need to form a team dedicated to promotion and formulate short-term and long-term promotion plans and goals. Complete your promotion tasks step by step in stages and cycles.

The first stage: APP improvement period, small-scale promotion

Why a small-scale promotion? At this stage, your app has just been launched and the market is basically blank. For the app itself, it may still be very immature and there may be some quality issues. Maybe it still has many hidden problems that you have not discovered. At this time, a small-scale promotion can help you collect feedback as soon as possible and make appropriate adjustments to the app in time.

The promotion at this stage is mainly to cultivate some loyal fans, and give more long-term benefits to these users. Let them help you improve all aspects of the App. Therefore, there is no need for large-scale publicity in the early stage of promotion, but a small number of target users are needed to help you gradually stabilize the product, find out the problems of the product, accelerate the update and upgrade of the product, and make the function and quality more optimized.

At this point, the main task of the marketing staff is to do the basic work of marketing, such as establishing encyclopedia entries, official Weibo, official Weibo, etc. At the same time, you can first go to four or five medium-sized channels to see the download volume and user comments, and cooperate with the product manager to collect user feedback.

After this cycle, your App will tend to be more stable in terms of quality, functionality, and market. After laying this foundation, you can start large-scale user promotion.

The second stage: user growth period, all-round promotion

After the App matures, it is time to launch full-scale promotion in order to achieve rapid user growth. At this stage, we recruit some promotion talents to be responsible for channel building and business cooperation, and try to open up various promotion channels to ensure that the promotion is in full swing.

All means should be used, including app stores, software download sites, network channels, event channels, operator channels, etc. No matter how small a fly is, it is still meat, so don't let go of any corners, so don't let your channel personnel sit idle.

Improving the media exposure of the app is an effective way, especially choosing those authoritative media that specialize in evaluating the app. Mok once said, "Most people underestimate the role of public relations, which is especially important when you want to attract users." In addition, letting the relevant application news first be exposed on the Internet, and then spread virally through social channels such as Weibo and WeChat, this method should not be ignored.

In addition, if you have a budget, you can invest a certain amount of money. Of course, when spending money, you should be more cautious in choosing channels and try to choose some channels with good quality.

The third stage: user sedimentation period, start brand promotion

In addition to the promotion of quantity, you should also pay attention to the promotion of the brand. When promoting the quantity of the App, brand promotion is also carried out simultaneously. In the middle and late stages of the promotion, you need to pay more attention to brand promotion, which can settle users and constantly absorb new vitality. At this time, you need to publish various articles about your APP on various online forums, blogs, and media. Don't miss Baidu, Zhihu, Douban, communities, forums, etc. In fact, posting soft articles and doing activities are invisible brand promotion. Brands can bring very impressive effects to traffic. The daily activation volume of an APP I promoted was only about two or three, but after the media exposed the brand, it increased to 2,000 daily activations. When the attention of your APP increases, the traffic will naturally increase.

Therefore, both brand promotion and channel promotion are very important. While opening up channels, you should also find ways to increase your brand awareness. You cannot neglect the promotion of quantity and brand promotion. If you do them well, the products supported will also be very successful.