What are the successful trilogy of mobile APP operation and promotion?

Shenzhen SOM Learning Network summarizes the following points for you, hoping to help you. The promotion of any app is actually divided into two steps: online and offline, and the focus needs to be decided according to the user group of the app.

First, online channels

1. Basically online

Major mobile phone manufacturers' markets, third-party application stores, large platforms, PC download stations, mobile phone WAP stations, collection stations, recommended media for mobile Internet applications, etc. Basically, it can cover the distribution channel of Android version: the first step of promotion is to go online, which is the most basic. It doesn't cost money, as long as the coverage is the widest. Over the years, the author has always agreed that the wider the store, the better the products will be pushed.

Android AppStore channels: Baidu, Tencent, 360, Ali, Huawei, Xiaomi, Lenovo, Coolpad, OPPO, VIVO, Gionee, Meizu, Google Play, other Internet mobile phone brands, pea pods, Jifeng, An Zhi, PP assistant, brush assistant, mobile phone housekeeper and so on.

Operator channels: MM Community, wostore, Tianyi Space, Huawei Smart Cloud, Tencent Application Center, etc.

PC: Baidu application, mobile assistant, software housekeeper, etc.

Wap stations: Pickled Pepper, Skynet, Lexun, Yisou, etc.

Web download stations: Sky, Huajun, Extraordinary, Green Soft, etc.

IOS version distribution channels: AppStore, 9 1 assistant, PP assistant, synchronous push, quick use Apple assistant, iTools, limited time free encyclopedia, AISI assistant, etc.

2. Operator channel promotion

China Mobile, China Telecom and China Unicom have large user bases, so they can pre-install their own products in the operators' stores and take advantage of the capabilities that the third party does not have. If it is a good product, you can also get subsidies and support from them. The marketing department should have a special channel specialist, who is responsible for communication and cooperation with operators, and make a good plan for project tracking.

3. Third-party stores

Due to the early entry and the accumulation of users, third-party stores have become many APP traffic portals, and there are nearly 100 third-party application stores across the country. Channel specialists should prepare a lot of materials and tests to connect with the application market. The rules of each application market are different, so how to communicate with the person in charge of the application market and accumulate experience and skills is very important. If you have enough money, you can put some advertising space and recommendations.

4. Mobile phone manufacturers' stores

Major manufacturers pre-install stores in their own brands of mobile phones, such as Lenovo Music Store, HTC Market, opponearme, Meizu Market, moto Smart Accessories Park and so on. The channel department needs more operation specialists to contact the stores of mobile phone manufacturers.

5. Promotion of integrated wall surface

The "integration wall" is a page that displays various integration tasks (downloading and installing recommended quality applications, registering, filling out forms, etc.). ) In an application, let users complete tasks and get points. Users complete tasks in the application embedded in the integration wall, and the developers of the application can get corresponding income. The whole wall is lifted quickly and the effect is obvious.

Most of them are in the form of certified public accountants, with prices ranging from 1-3 yuan. But considering the comprehensive cost of active users, the cost is high and the user retention rate is low. Companies in this industry include Taipuxi, Wei Yun, Mi You and Wanpu. The integration wall is suitable for large enterprises with funds, and it is necessary to develop user teams as soon as possible.

6. Brush list promotion

This promotion is an informal means, but it is very popular in China. After all, most Apple mobile phone users will use the APPStore to download apps. If your APP is directly in the front position, of course, you can quickly get the attention of users and get a higher real download volume.

However, the price of brushing the list is relatively high. The price of the top 25 in the domestic list is about 10000 yuan/day, and the price of top5 needs more than 20000 yuan/day. Because this kind of promotion cost is relatively high, it is usually done together with news hype, so it is easy to become famous quickly.

7. Social platform promotion

At present, mainstream smartphone social platforms have clear potential users and can promote products quickly. This kind of promotion basically adopts the mode of cooperation and sharing, and there are various ways of cooperation. Companies in this industry include Wei Yun, Ninetowns, Tencent and Sina.

8. Advertising platform

The quantity is fast and the effect is obvious. The cost is relatively high. Take the current mainstream platforms as an example, the price of CPC is between 0.3-0.8 yuan and CPA is between 1.5 yuan -3 yuan. It is not conducive to the promotion and use of the team before venture capital financing. Companies in the industry include Admob, Multi-Alliance, Wei Yun, Mi You and Jin Dian.

9. Change the quantity

There are two main ways to change the quantity:

In-app recommendation: This method can make full use of traffic, increase exposure and download, and the range is not large, but the exposure is good. Applications with built-in recommendation bits can exchange volume with each other, but this needs to be based on a certain number of users.

Buy quantity for quantity: if you can't bring quantity or small quantity to an application, you can find a network alliance to run quantity in exchange for high-quality resources in the application store or convert it into money for promotion. This way is also a more practical way. Stores including App Store and Xiaomi can exchange the quantity, and some agents can also exchange the quantity with 360, which may be better than directly doing CPT at 360.

10.AppStore search list

Now companies like Duomeng can keep this list. Generally, this kind of stunt is bigger. If the product is not good, it will eventually be on the list.

Second, offline channels.

1. Pre-installed by mobile phone manufacturers

It exists in factories and has a high user conversion rate, which is the most direct way to develop users. It takes a long time for users to start mass production, and it takes 3-5 months from submitting test packages for testing-over-testing-trial production-mass production-sales to users.

Promotion cost: the pre-installation price of application products varies around 3 yuan, and the CPA price ranges from 1.5-5 yuan. Game products adopt the mode of free pre-installation and subsequent sharing, and the CPA price is between 2 and 3 yuan, which is usually a small package stand-alone product;

Industry companies: Huawei, ZTE, Coolpad, TCL, Bird, OPPO, Meizu, Hisense, etc.

Difficulties in operation: there are many brands, many personnel levels and many product projects, so it is necessary to have a professional team to recommend and maintain the relationship.

2. Parallel brush machine

The quantity is fast, basically you can see the brush users in 2-4 days, and the number is large, basically you can brush tens of thousands of units a day. The phenomenon of repainting is serious. Basically, a mobile phone will be brushed 3-5 times from the total batch to the channel to the store, which leads to a sharp increase in promotion costs, poor user quality and difficult monitoring. Basically, the CPA of a single software is 1-2 yuan, and the price of chartering a machine is between 5- 10 yuan.

Companies in the industry: major provinces, prefecture-level city retail chain channels, Kule Unlimited, le cool, XDA, Brush Wizard, Ai Shide, Yin Tian Communication, Skye, Happy Henceforth, Ding Kai Internet, etc.

3. Franchised storefront

High quality of users, high viscosity, high conversion rate of users' payment, and fast speed of satisfying users. There are many storefronts, and the training of shop assistants is complicated, which requires a perfect assessment and reward mechanism. Basically, the CPA price is between 1.5-3 yuan, and the pre-installation price is between 0.5- 1 yuan.

Industry companies: Yule, Zhongfu, Yin Tian, China Post, Suning, Gome, Hengbo, China Telecom, etc.

Follow-up: new media operation,

Third, new media marketing.

1. content planning

Before content planning, we should do a good job in audience positioning, analyze the characteristics of core users, adhere to the output of original content, and keep about three interesting contents every day in content update. Catch the hot spots of a week or a day to follow up. Creativity, or creativity, makes your products tell stories and personify.

2. Brand foundation promotion

Encyclopedia promotion: establish brand entries in Baidu Encyclopedia, establish SEO system and Baidu index;

Q&A Promotion: Establish Q&A on Baidu Know, Search Q&A, Sina Love Question, Baidu Experience and other websites.

Vertical community: In Zhihu, Douban, Weibo and other social networks, there should be corresponding content.

3. Forum, posted for promotion

Machine Front, Android, An Zhi ... You can see many industry forums at the bottom of mobile phone related websites. It is suggested that the promoters post through the official post bar and the user post bar, and at the same time, they can contact the forum administrator to do some activities to promote. After posting, you should maintain the post regularly, answer the questions raised by users in time, and collect the feedback information from users so that the next version can be improved.

The first lineup: Machine Front Forum, Android Forum, An Zhi Forum, etc.

The second lineup: Magic Fun Network, Android Forum, Meizu Theory, etc.

The third lineup: Storm Forum, Wood Ant Forum and DOSPY Forum.

4. Weibo promotion

Content: Personalize products, tell stories, locate Weibo characteristics, and insist on original content output. Seize the hot spots of a week or a day in Weibo to follow up and maintain a certain degree of continuous innovation;

Interaction: Pay attention to industry-related Weibo accounts, maintain interaction and improve brand exposure;

Activities: If necessary, you can plan activities and forward them to Weibo.

5. WeChat promotion

The operation and promotion of WeChat official account will take some time to precipitate. Here, you can refer to several songs:

Content positioning: content aggregation is recommended to combine products, and the content is not necessarily much, but it must be accurate and conform to the positioning of micro-signals;

Accumulation of seed users: at the initial stage, you can give a KPI indicator and a threshold of 500 fans. Seed users can be recommended by colleagues, friends and partners, Weibo Drainage, official website Drainage, etc.

Trumpet accumulation: launch WeChat trumpet every day to introduce the target customer base;

Trumpet leads tuba: accumulate and recommend WeChat official account through trumpet fans, and import fans into WeChat official account;

WeChat mutual push: When the number of fans reaches a certain expectation, you can join some WeChat mutual push groups.

6. Public relations communication

PR is not a hard advertisement. It is very important to learn to tell a touching story to your investors, employees and users. Everyone is a fucking media in the internet age. No matter Weibo, WeChat official account, columns of media websites or major social networking sites, I will study how to use these platforms to tell the story of a good brand. On the contrary, these platforms will also be the best channels for users to generate UGC for brands. Learn more about operations and knowledge sharing. Please refer to Shenzhen SOM. I hope it helps you. Thank you! ! ! Unconsciously, I wrote for a long time. This is an article I wrote before about the operation and promotion of app. I posted it directly here. Please give us your advice! ! !