What preparations do you need to make to promote APP?

It is difficult to promote the APP overnight. In reality, many companies only begin to prepare to build channels and recruit corresponding employees after the products are launched. Then, newcomers should be able to give effective strategies, build channels, acquire seed users and so on without understanding business models and products. This imbalance in rhythm makes the operation face challenges from the beginning. How to do a good job in the operation and promotion of APP in app store can start from two aspects: understanding app store and formulating the promotion process of app store. 1.APP store popularization. The development and value of APP store channel promotion II. Three camps and differences of app store 1. The development and value of app store channel promotion 1. As a mainstream channel with high traffic and app storage space, in the process of product promotion, the logic for users to reach products is: user access-viewing display/search/classification-product display (copywriting, pictures, etc. Although the channels are different and the gameplay is different, there is only one essence of optimization, that is, location and display. In addition, the channel itself does not distinguish between users, so the purpose of all optimization is to have better exposure and better product positioning. The biggest difference from other third-party channels is that, in addition to obtaining high traffic from users, it also provides storage space for searching and downloading products when the brand and popularity of the products are high enough. 2. Compared with the foreign AppStore and Google Play, the App Store has a trend of contention and disagreement among three camps. Simply put, it can be divided into three camps, led by BAT: Baidu mobile assistant, Ali PP assistant, Tencent application treasure; Headed by mobile phone manufacturers: Xiaomi App Store, 360 Mobile Assistant, Huawei App Store, OPPO App Store, etc. Third-party application stores include: pea pods, sogou, An Zhi, etc. After Baidu merged 9 1 and Android, pea pods recently announced the merger with Ali Mobile. Even so, there are still many problems in domestic Android app stores, such as many channels, different scales, different promotion rules, serious commercialization, competitive incentives and so on, which has increased the difficulty of product promotion in the early stage to some extent. As of 20 16 Q 1, the number of active users of third-party mobile app stores has reached 444 million. 30 mobile assistant active users accounted for 42.6%, ranking first with great advantages; Tencent AppBao ranked second, accounting for 34.6%, and Baidu Mobile Assistant accounted for 25.5%. In these app stores, in addition to the size of traffic and the activity of channel users, the attributes of channel users are also different because of the different sources of channel traffic. For example, users of Tencent App Bao mainly rely on their own powerful social platform, with wider distribution of users and richer attributes; Xiaomi App Store users rely on Xiaomi's different positioning of mobile phone shipments, and users are younger, geekier and multi-layered. It can also be seen from these aspects that the app store only has different user attributes, and these differences also affect the different emphasis on channels in the subsequent promotion process to some extent. Second, the first stage of the overall process of app store promotion: before going online, 1. Infrastructure of the application store, 2. Formulation of promotion strategy. Channel data analysis, 2. Analysis of competing products, 3. Channel cooperation, 3. After online 1. Optimize the material-Baidu app show, 2. Data recovery, single breakthrough-Xiaomi case, after we know something about the app store, we-WiFi took a tool product that I was personally responsible for. The first stage: the foundation before the application store goes online. To put it simply, the foundation of the app store is all online preparations before the product goes online. Take the Android App Store as an example. Including but not limited to the following contents: a. Company and product related information (business license, software copyright, company mobile phone number, company email address, copy of legal person ID card, ICP record number, etc.). ). b: Product launch related information (account registration of each application store, channel packages of each store, product icons, production of product publicity maps of different sizes, product function promotion related copywriting, test accounts, keywords, etc.). ).) c: and product promotion preparation materials (version management and major event records, online flow chart, activity resource arrangement of each store, detailed arrangement of starting rules of each store, contact person arrangement of each store channel, etc. D: But anyway, ..................................................................................................., if you have no idea about how to promote the app store, then these things are a good start. Here, we focus on the third point. These tasks are often ignored by everyone. Version management, record of major events, help you make the company's year-end summary and annual activities. In addition to helping you to sort out before going online and avoid any omissions, the flow chart has the greatest value that when you have something to ask for leave and the product needs to go online, the flow chart can help your colleagues clearly complete the work you have completed. Contact list of store leaders, store start-up rules, store activity requirements, etc. To do this well, on the one hand, we can check the background of developers in various stores, and on the other hand, we can collect and sort out some platforms for internet knowledge sharing, such as notes of aunt bird. In addition to the above channels, some Internet communication groups related to channel operation need to be added in this issue. Through continuous communication and sharing with you, you can get some resources, and at the same time, you will gradually broaden your horizons, avoid becoming a frog in the well, and form a state of enjoying yourself. 2. Develop a promotion strategy. If you are responsible for the pre-promotion of a product in a startup company, you don't know much about the gameplay of paid promotion in app store, and you don't have familiar channel resources. Then I suggest your promotion strategy at this time should be free promotion. On the one hand, you can get familiar with the store as soon as possible and let the products accumulate weight in the iteration; On the other hand, the product may still be in the polishing stage in the early stage, and various unstable bugs will appear, which will affect the user experience. At this time, choosing paid promotion will not only cost a lot of money, but also affect the brand of the product. For example, in the first half of 15, the footprint was quite hot, which brought a lot of user growth after a shot of chicken blood through operational means. At this time, as an early product, in fact, the user ability she can serve is bounded. At this time, the influx of a large number of users will inevitably lead to server crash. When the content cannot be refreshed and presented, it will further affect word of mouth. Then when a new user comes in, he will feel very depressed. On the other hand, the target users of early products may be small people, and the big movie style of footprints is definitely liked by users who are partial to literature. Then the influx of a large number of diaosi users will naturally destroy the overall scope and affect the development of products. In the early stage, WiFi agents used AB test to promote exploratory verification for free. For example, designing the same material for different application stores or designing different materials for all application stores to see the final effect transformation can not only avoid the waste of manpower and financial resources in the early stage, but also quickly verify the influence of the material on the user's choice of downloading products. The formulation of promotion strategy mainly starts from the following three aspects: 1. Determine the crowd positioning of the product. We talked about the status quo and differences among the three camps of app store, so when we are responsible for the promotion of a product, we must first consider what attributes the target group of the product has and which channel users have exactly the same attributes. After this is clear, we can quickly analyze the channel and find ways to get more target users in the channel. As a WiFi tool product to help users connect to the Internet, WiFi spy has a clear positioning from the beginning. Compared with other products, because surfing the Internet is just needed in the era of mobile Internet, it has a wider audience. This is also one of the reasons why we can get good traffic in the channel later. Then, what can we do for products that are not just needed, from product positioning to user acquisition? For example, this year's popular live social software, their product positioning is very clear-live broadcast. Based on this positioning, they only need to find users who like to play live broadcasts and watch live broadcasts. Both online celebrities and former popular anchors are the products of fan economy, which happens to be full of two attributes: playing live broadcast and watching live broadcast. Take Yingke as an example. In the early stage, they invited Weibo fan 8 1W Super League star Zhao Mingjian and Weibo fan 69W YY anchor Tianyou to become early users of the product and broadcast Bigbang's concert exclusively. Back to the app store, after determining the crowd positioning in the early stage of the product, it is necessary to analyze the user attributes and user portraits of each app store to prepare for the later promotion. 2. It is an essential part of the strategy to determine the expected promotion goal and take the goal as the guide. When we have a goal, what we do is no longer so blind. At the beginning, our goal is not necessarily how many downloads, activations and installations we have to complete each month, but also to be familiar with the specific gameplay of each app store. Organize the application process for store activities. The early promotion goal of WiFi agents is to launch as many app stores as possible, classify and manage the app stores, record the ranking changes of each app store, and download data. While getting more exposure downloads, it also prepares for a single breakthrough in the later period. 3. How to determine the promotion method The promotion methods of the application store can be divided into two categories: free promotion and paid promotion. Paid promotion can be to directly open advertising services in the store, or to obtain some advertising resources through various agents in the store. The specific forms and prices of cooperation are different, which can be roughly divided into: CPTCPDPushBanner, etc. There are three kinds of free promotion: launching, activities and special topics. Similarly, these can have corresponding application portals and rules at the back of the store. 3. The purpose of analyzing the channel data to determine the channel data is to estimate the carrying capacity of the channel and evaluate the input cost in the channel. At this time, it is necessary to make a detailed analysis of different application stores. Mainly from two dimensions: user source and user attribute. For example, the proportion of users who use Meizu mobile phones in life is higher than that of girls, while the proportion of users who use OPPO mobile phones is the opposite. At this time, the ability of the main secondary social products and WiFi tools to obtain traffic in these two stores will be different, which is also verified by a friend's secondary product Pippi. On the one hand, these data and judgments come from life experience; On the other hand, we should consciously look at relevant data reports with the help of data analysis platforms such as Baidu Index or Ai Media to help us support the hypothesis. Stage II: During the approval process, two things need to be done: 1. Boutique analysis The boutique analysis here is very simple and can be carried out from two dimensions: product function and product promotion. Downloading the function of more friendly products is helpful to the optimization iteration of products at the product level. For example, Apple's license for Wi-Fi networking in iOS9 system adds a one-click networking function to the system Wi-Fi list. The early discovery of this function came from a friend's use of a new version of the product. Studying the promotion methods and strategies of competing products and analyzing the promotion measures and deployment of their products in various traffic channels can help us provide some experience in the later promotion. For example, reading the publicity copy and materials of friends' products in the market and learning the packaging publicity of their core functions will help us balance the publicity copy and material design of products. 2. Channel cooperation and development Because the domestic market is mixed, the channel quality is even more uneven. At this time, what I did in QQ group or internet communication platform in the early stage reflected the value. Contact and understand the third-party channels as much as possible to prepare for the next paid promotion plan. To put it simply, if you know reliable people in front, many things you will do later will become reliable. Promotion budget is based on channel (app store