So what can be done to effectively promote the App? In fact, for most products, the promotion methods of App are basically the same: product positioning, boutique research, channel laying and brand promotion.
I. product positioning 1. Product positioning
Product definition is often mentioned in App promotion. When we get an App product, we must first understand what this App does, and describe our product in a simple and clear sentence to get what kind of needs and advantages our product meets the users. For example: homework help, taking photos to answer questions, and solving the problem of homework guidance for primary and secondary school students.
If you don't know the core functions of an App product from the aspects of name, function and experience for a long time, it means that this App product has no future at all.
2. The core objectives of the product
The core goal of the product is a core index to be followed in the future development of the product, and any update iteration in the later period of the product should focus on this core goal. The more thoroughly this problem is studied, the more accurate the core goal of the product will be. For example, today's headline "You care about headlines" clearly describes that its article recommendation mechanism is personalized recommendation mechanism.
3. Target user positioning
When we know the core functions of the App product, we can know who the target users of the App product are and who the target users of the product are, which is convenient for us to formulate a promotion plan that conforms to the characteristics of the target users and carry out targeted promotion. At the same time, you need to find out the places or platforms where the target users often appear according to the characteristics of the target users, and know where the target users are, so that we can be targeted.
4. User usage scenarios
On the basis of the "main function" of the product, for example, the main function of the product is instant messaging, which will be divided into many usage scenarios, such as on the way to work, before going to bed, after getting up, and so on.
Pay attention to the user's usage scenarios, better design product functions from the user's point of view, and ensure that product functions are truly implemented to users.
Second, competing products research and analysis of similar Apps on the market, you don't need to know what business model, but at least know which products compete with your own products, so that you can have a direction as an app operation promoter. Understand the strategy of competing products in promotion and operation, take its essence and discard its dross. We can look at competing products from the aspects of promotion and product functions, and see if there is anything we can learn from them, such as whether competing products have good promotion resources and what good optimization functions are available for product research.
Then choose the appropriate analysis method to scientifically analyze the competing products, and draw corresponding conclusions according to the analysis content. Then, generally, it makes a scientific and comprehensive analysis from the following aspects: market situation, user analysis, product function design, product operation and promotion strategy, etc. The specific dimensions are as follows:
Development trend and market status quo
Corporate vision and product positioning of competitive products
Portrait of the target user
Market operation data
strong function
Ui design
Advantages and disadvantages of products
Operation and promotion strategy
The above is a comprehensive analysis dimension. You can delete different departments of the enterprise and choose to understand and analyze them. For example, the marketing department can ignore the function and design. On the contrary, the technical department can ignore the market part. Through the above dimensions, we can analyze a relatively scientific and commercially valuable conclusion, and then make a scientific and reasonable App promotion plan according to the conclusion.
Third, the store channel allows users to find products better. When a product first came out, the channel was blank. We should do some basic things well, at least when users search related content, they can find products to facilitate users to find them.
In theory, of course, the more promotion channels are laid, the better. With one more channel, there will be a place to cover users and a download entrance. But are there really more channels, the better? After careful consideration, I should pay attention to the following two points:
First, do a good job of sorting out the materials. There are many details to be done in App promotion. It is necessary to list and sort out the things to be done in advance, such as the channels to be paved, the promotion methods of each channel, and the channels to find relevant contacts. All these should be listed and given priority.
The second is to do a good job in data monitoring and analysis. When laying channels in the process of App promotion, our general idea is: laying channels-data monitoring-adjusting and optimizing promotion strategies according to data. But if you want to do this job well, the premise is that the data you get must be true, effective and accurate, and you can access some third-party channel data statistics tools to solve it, such as openinstall, which is a major in the field of App channel statistics. Specially trace the source of App installation and provide installation service without invitation code, which can realize flexible user invitation function.
Through the continuous analysis and mining of promotion data, the App is promoted step by step, planned and strategically, so as to achieve the victory of App promotion strategy and maximize the promotion strategy of App.
Fourth, be a brand: let more users know that you are 1, why do you want to be a brand?
(1) Improve product awareness
Where traffic is concentrated, through continuous brand exposure, potential users can initially perceive products, and existing users can strengthen brand impression.
(2) Product promotion in specific scenarios
In the gathering place of target users, brand exposure combined with specific product function points can promote activation and transformation.
(3) make full use of their own resources
In cooperation with third-party brands, we can make full use of our own and partners' resources through high-quality planning to achieve multi-dimensional product promotion.
2. how to do it?
(1) product is the key:
Brand promotion, the most important thing is to start from the research of your own products, determine product positioning, improve product quality and build an after-sales system. Product is the first essence of brand marketing.
(2) content planning:
Brand stories, brand endorsements, awards, quality partners, etc. Brand trust is based on a series of contents.
(3) Brand promotion:
Searching for keywords on the Internet can find brand-related content, including Baidu Encyclopedia, 360 Encyclopedia, Q&A, Know, Experience, Zhihu and so on.
(4) Public relations news
Public relations news is also very important for brands. On mainstream websites, we must be able to find relevant news and enhance the credibility of enterprises. The content is also suggested to focus on stories, which can be celebrity interviews and described in the first person.
Building a brand of a product is not something that can make an effect in a short time. In any case, we should reach out to the users of the products, show them the functions of the products, let them know about the products, let them experience the products and increase their enthusiasm. This is what every product brand promotion needs to do.
Conclusion Whether an App can finally be recognized by users has a lot to do with the product itself. The functional attributes, page design and user experience of the product are all indispensable. Only do promotion, not pay attention to the product itself. Once users find that the product is not easy to use, they will decisively uninstall the product. If the user retention rate is too low, the average personal promotion cost will increase greatly. Therefore, the quality of App products directly affects the promotion effect of App.