Shulou(Shulou.com)06/03 Report--

This article mainly makes an omni-directional knowledge summary to the APP promotion way, each kind of promotion way will not write too verbose here, mainly is to let everyone quickly understand each kind of promotion way.

The app store is on the shelf.

Apple Store, YingYongBao Store, Baidu Mobile Assistant, Ali App Store, 360App Store, Xiaomi Store, Huawei App Store, Samsung App Store, Lenovo Store, HTC Market, oppo, Meizu Market, etc. We need to put APP on these app stores, which is the most basic part of APP promotion. When on the shelf, if you have the conditions to apply for the app store debut, you can enter the following other promotion methods after the completion of the shelves.

II. ASO

What is ASO?

ASO is an acronym for App Store Opitimization, which means "app store optimization". It means to help developers increase the traffic and download conversion rate of APP in the app store by improving keyword coverage and ranking, so as to get more users.

Key factors of ASO

Application name, application keyword, application icon, application description, application matching diagram, user evaluation, application installation quantity, active user quantity, active user proportion and so on.

Daily work of ASO

1, keyword mining coverage; 2, comments; 3, competitor analysis; 4, brush ranking; 5, version iteration; 6, data analysis

Third, buy quantity

What is the purchase quantity?

To the advertising channel by spending money to "buy" to flow "quantity" is called buying volume, traffic refers to the user.

The core of buying volume

Find the right advertising channel and buy more with the least money.

The buying market is a huge market, there are many channels, we need to learn how to identify. The principle is that good channels should increase investment, while bad channels can buy less or not.

Mode of payment for purchase volume

CPM (pay per display / Cost Per ThousandImpression)

CPM is a kind of display paid advertising, as long as the advertising content of the advertiser is displayed, the advertiser pays for it. The effect of this kind of advertising is not very good, but it can bring stable income to websites and blogs with certain traffic.

CPT (pay on time / Cost Per Time)

CPT is a kind of time-based advertising, many domestic websites are charged according to time, pay by day, week, month and other forms. This kind of advertising cooperation mode is simple and can not guarantee the effect, so customers need to evaluate the quality of the channel themselves.

CPT also says that pay-per-trial (Cost Per Try) is mainly paid by trial or trial for mobile application channel marketing platforms, which is billed according to the length of time users use, and is also an effective marketing way to eliminate traffic and activate cheating.

CPC (pay-per-click / Cost Per Click)

CPC is a pay-per-click ad that is charged according to the number of clicks on the ad. Such as keyword advertising generally use this pricing model, Baidu bidding advertising is this model.

CPA (pay-per-behavior / Cost PerAction)

CPA is a kind of advertising that is priced according to the actual effect of advertising, such as registration, adding shopping carts, transactions and so on.

CPS (pay-per-sales / Cost Per Sales)

CPS is a kind of advertising that calculates the advertising cost according to the actual number of products sold. This kind of advertising is more suitable for shopping, shopping guides, games, etc., and requires accurate traffic to bring about transformation.

CPL (charge per data / Cost per lead)

In fact, it is an advertising model that collects the list of potential users, charging according to the number of customers who click on the ad to guide the user to the designated web page of the service provider. That is, each time through a specific link, the registration is successful after a common advertising model.

IV. Change of quantity

To put it more colloquially, you sell radish and I sell cabbage. Now you help me sell cabbage and I will help you sell radish. You can find the application market exchange volume, you can also find other APP exchange volume, according to their own stage of development to find appropriate resources for exchange volume. In APP promotion, the amount of exchange is a more affordable and effective way of promotion, because this way has obvious benefits-saving money.

The quantity can be changed in a variety of forms, such as content cooperation, screen opening, pop-up windows, focus maps, and intra-application recommendations.

5. APP ground push

APP push is a kind of offline promotion behavior. Can be regardless of the fixed model, as long as it can effectively bring users is a good way to push, in addition to letting employees to push, you can also find part-time promoters, third-party ground push companies, and can cooperate with some offline stores and organizations.

Before the ground push activity starts, we should plan the push plan and prepare the software and hardware facilities, such as APP introduction manual, easy to pull, QR code download page, etc., at the same time, we should also do a good job of data statistics, each push activity, each push staff development.

The number of users needs to have a data statistics.

VI. APP invitation

APP sharing invitation, this is a common and practical way to promote, even if there is no award invitation, you need to provide a sharing invitation page to facilitate users to spread. The award invitation can motivate users to become promoters of APP, so as to achieve rolling user development.

The realization method of prize invitation

The first way: fill in the invitation code by hand

The binding of the invitation relationship is realized by filling in the invitation code of the invitator manually by the new user.

The second way: free invitation code installation

The binding of the invitation relationship is realized by the way of not filling in the invitation code (the binding of the invitation relationship can be realized through openinstall).

Invitation rewards: points, coupons, red envelopes, gifts, medals

7. Integral wall

What is the integral wall?

The integral wall, we should be more impressed with the kind of wall covered with all kinds of small advertisements, while the "wall" here is an online advertising form, which refers to a page used to display points tasks in the application, such as download, installation, registration, filling out forms and other tasks. Users can earn points after completing the specified tasks.

The value of the integral wall

1. ASO: through the integral wall, users are encouraged to download and install APP through search keywords, which can improve the ranking of keyword search results.

2. Ranking: when the number of downloads of APP increases, it will improve the ranking in the list.

Billing method

The credit wall is billed according to CPA, and the user is required to complete the credit wall task in order to get points.

8. Participate in activities

There are many industry conferences in the Internet industry, if you have this condition, you can hold your own conference, or you can cooperate with the organizers to carry out keynote speeches, booth promotion and other promotion methods. How to do without cooperation, then take your business card to learn relevant industry knowledge, know more people, learn more channel resources, and look for cooperation opportunities.

IX. Cooperation between different industries

Non-industry cooperation is the cooperation between different industries, such cooperation is relatively easy to talk about, because there is no direct competition, it is easier for us to be frank with each other. Although it is a different industry, but most of the time our user groups have a high degree of overlap, so we can cooperate between the two sides to share user resources. The specific scheme is unlimited in form and can be fully excavated in the actual situation.

X. socialized promotion

Social promotion is a kind of partial brand promotion marketing method which uses SNS website platform to carry out advertising, promotion and public relations.

The full name of SNS is Social Network Service: it is translated as social network service or social network service in Chinese and social network service in free translation.

Social networks have natural communication advantages, we should learn to make good use of this advantage to carry out promotion work, such as the brand content can be implanted into text, pictures, videos, spread in the major social platforms.

11. Promotion of new media

1. Content planning: through the analysis of users' preferences, provide creative content to move users' hearts.

2. Brand foundation promotion:

Encyclopedia: establish a brand entry in Baidu encyclopedia, and other encyclopedias can also be established.

Q & A: set up Q & An in Baidu, search Q & A, Sina Love Q & A, Baidu experience, etc.

Vertical community: establish relevant brand promotion content on social networks such as Zhihu, Douban, Weibo and so on.

3. Forum post bar promotion: find relevant industry forums, pay attention to sensitive words when posting, and regularly maintain and respond to user questions after posting.

4. Weibo promotion: try to adhere to the original content and catch the latest hot spots in time. Don't be too stiff when talking about the product, it's best to present it to the user in the same way as telling a story.

5, Wechat promotion: in Wechat official account to promote, such as looking for an official account similar to your APP, user traffic should naturally increase fans, the conversion will be higher.

6. PR communication: a teacher once said, "if there is only one dollar left for marketing, it should be spent on PR." A good brand story can bring a lot of quantity to APP, we should make good use of the existing media platforms, such as official account, Weibo, 36kr, major portals, etc., to spread good deeds about the products, so as to positively guide the market voice.

XII. Data analysis

Importance

Data analysis is the cornerstone of promotion operation, we should learn to find problems from the data, through data analysis to improve promotion programs and improve products.

Dimension

APP user source data analysis, APP user behavior data analysis, APP user retention rate analysis.

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