Author: Shan Xiaohua
My aunt (ID: GUPO520)
Editor: Juvae
Some time ago, I wrote an article titled “27 Lessons I Learned over the Past two years”, which was well received.
When I wrote this article, I was just talking about operational experience, not products. And operation, actually just means, the purpose or to promote the product out. So, today, let’s talk about the small experience of APP promotion.
01
As long as the money is in place, you can do anything. This is very important. Say it three times in your head.
02
In addition to being rich, it’s also important to have reliable people. Only a reliable team can make a good product.
03
Only apps that are smooth and bug-free in use are qualified to be promoted. I once met a product manager who said to me, “Even if I make shit, you have to make people eat it.”
I was young then. Now that I think about it, I should have slapped the shit in his face first.
04
Or back to the APP, be sure to wait for APP debugging before promoting. Do not, promote once, change once, promote once, change once.
When a bad product impression is etched in the user’s mind, he will not pay for your product a second time, which means that all the money you spent on the previous promotion was wasted.
05
When I ask many small companies why they spend so much money to make apps, there are basically two answers: one is for feelings; the other is that they think their business model is so clear that they can make money.
From my current perspective, feelings do not mean that the business model is sound, most of them are spending a lot of money to pay tuition for their own passion. And to say a particularly clear business model, we must think about, has anyone done it before, what is the reason why no one did it? What are the reasons why people don’t succeed?
06
To be honest, traffic is now basically gathered by the head APP, and it is more and more difficult to obtain new users, so don’t forget to open up the development and promotion of APP.
07
I understand there are two main purposes of APP promotion. One is to achieve product effects, such as acquiring users, improving activity and retention. The other is to do brand effect, enhance brand awareness.
From these two purposes, promotion means can be roughly divided into the following categories: application store promotion, network alliance promotion, in-app promotion, new media promotion, offline promotion and social marketing. Therefore, different promotion methods can be tried from different promotion purposes and different product stages.
08
During APP development, some channels can be set up first, such as we-media platforms and communities. Active users can be gathered first, and then the flow will be slowly guided after the product goes online. This method is more suitable for those small companies or start-up companies without money.
09
Push means to be careful! Before, I made an educational APP and used small gifts to attract users to download it in front of major educational institutions. I invested tens of thousands of yuan and gained thousands of users. But within two months, they all turned into zombie fans. Heartache!
10
About the choice of new media promotion channels and the pros and cons of the comparison, yesterday we pushed an article, said many very comprehensive. (Click →_→ view online new media promotion channel summary! A picture all done, collected!
As for the new media channel, I think it is small input and big output. In the choice of channels, in addition to considering the characteristics of each platform, also look at product characteristics. For example, for pan-entertainment products, weibo has a better effect than wechat.
11
APP promotion has a lot of free channels can be vigorously used, such as the first, special application and iOS self-recommendation.
12
At present, free channels in the Android market mainly focus on the first one, such as App Treasure, 360 mobile assistant, Baidu, Xiaomi, Wandoujia, etc. Relatively speaking is better on millet.
13
Head apps are starting to commercialize, so this is a good year to advertise news streams. At present, the head apps that can receive information flow advertisements include Toutiao, Sina Weibo, Baidu Tieba, Yixinyi, Momo, Guangdiantong and Zhihuitui.
Generally speaking, the selection of information stream should be made according to the product and user characteristics of the head APP. For example, Baidu Post Bar is more suitable for the promotion of games, social networking and other pan-entertainment products due to its younger user group. However, the most effective news streams so far are Toutiao, Momo and IQiyi.
14
To explore some effective but unknown promotion channels, such as Qzone, for social, reading and other entertainment software download activation effect is very good, calculated down, CPA cost is only about 2 yuan.
15
Before APP promotion, be sure to do statistics. Don’t spend money, the effect does not know where to see.
16
When doing paid promotion, if it is a new channel, it is best to ask peers to do the effect of how, for their own reference.
17
The circle is small, keep a good personality, APP promotion will be more and more wide.
18
Before, my aunt did a topic called “Where is the future of APP promoter?” . I interviewed some of the biggest names in the industry. The consensus view is that with future traffic concentrated in header apps, the future needs of APP promoters should be reduced and competition increased.
In this case, I think promoters should first of all have both product and operation thinking, and the first thing to sell goods is to understand the goods, which is beyond doubt. Secondly, attend more industry events to build up your network and prevent yourself from falling behind. Finally, think more about which data is made through their own ability, rather than their own platform’s influence or budget. With this in mind, it is estimated that performance can be achieved quickly.
The above is probably my experience set about APP promotion. What good experience small partners have, welcome to say in the message area ~ we discuss together ha!
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