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

The general promotion process is as follows:

1. Who do you want to push it to? (lock user base)

2. Who has any characteristics? (analyze user portraits)

3. Where do you often appear? (lock promotion channel)

4. How to establish communication? (planning publicity content)

To who?

Because when the user group is doing product planning (who do you want to help, in what scenarios, what problems do you solve? ), it's basically settled. Therefore, the main work of the operation is to enrich user portraits.

The general product manager may only give the user characteristics: user age, gender, occupation, region and other basic information, and as an operation, it is necessary to dig out more relevant content according to the product and target user information. Such as: user habits, preferences, labels, values, topics and stars who often follow, so that we can find more capital to communicate with users in the process of operation.

Where to push?

At present, there are only a few channels for APP product promotion to come and go, such as social network channels, Internet channels, application market channels, traditional offline channels and pre-installed channels, etc.

Therefore, the work of the operation should be to find a platform with a high degree of overlap with users of their own products in each channel as a publicity channel. For example, there are large accounts of representatives of various industries from the media channels.

Say what?

The last part is to plan the propaganda content. The practice of many companies in this area is still to gather two or three people around a table, brainstorm and go wild, write down what comes to mind, and finally vote. It can only be said that this kind of practice is really too capricious. All the work done before has been in vain!

Last

It is necessary for statistical channels to need a third-party tool. For example, the technical principle of shareinstall,shareinstall is to allow users to automatically pass the invitation code to the user when installing APP. After opening the application, the user processes the invitation code in the background to realize the installation of the invitation code without filling in.

In addition, another function of shareinstall is App channel installation statistics. If an App carries out advertising promotion and invests in advertising channels such as television, bus, subway, web pages, and so on, 50, 000 users have come today, but which channel do users come from? if there is no accurate data, how can the promoters survive the fittest?

Shareinstall's channel statistics function allows users to more accurately understand the promotion effects of different channels, and more importantly, this function is free.

Remember, whether it is to promote or operate, the first thing to do is to understand the product first! Understand the product first! Understand the product first!

Figure it out and then do the promotion and operation.

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