How to promote the operation of APP Store?

It is difficult to promote the APP overnight. The reality is often that many companies begin to build channels and recruit corresponding employees after the product is launched. Then newcomers, without understanding the business model and products, must be able to give effective strategies, build channels and achieve the acquisition of seed users. 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.

One: the popularity of app stores

The Development and Value of 1.App Store Channel Promotion

2. The three camps and differences of 2.app store.

The Development and Value of 1.App Store Channel Promotion

APP Store is a mainstream channel with high traffic and app storage space. In the process of product promotion, the logic for users to touch products is: user access-viewing exhibition space/search/classification-product display (copywriting, pictures, comments, labels, others)-download, installation and activation.

The history of APP promotion and development of app store has developed from a single form in the early days to the present, and gradually turned to diversification. 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 display of products and better positioning. The biggest difference from other third-party channels is that it not only has high traffic for users, but also provides storage space for product search and download when the brand and popularity of the product are high enough.

2. Three camps and differences of 2.app store

Compared with the foreign AppStore and GooglePlay, the domestic Android application market is more competitive. 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. Following the merger of 9 1 and Android by Baidu, pea pods recently announced the merger with Ali Mobile.

Even so, domestic Android app stores still have many channels, different promotion rules, serious commercialization and competitive incentives, which makes it more difficult to promote products in the early stage. By the end of 20 16 Q 1, the number of active users of third-party mobile app stores had reached 444 million. Active users of 360 mobile assistants 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 tend to be young, geek and multi-level. From these aspects, we can also see that there are different user attributes of app store, and these differences also affect the different emphasis on channels in the subsequent promotion process to some extent.

Second, the overall process of application store promotion

Stage 1: Before going online

1. Infrastructure construction of application store

2. Develop a promotion strategy

3. Analyze channel data

The second stage: online.

1. Competitive product analysis

2. Channel cooperation and expansion

The third stage: after going online

1. Optimized material-Baidu application display

2. Data recovery, single breakthrough-Xiaomi case

After we have a certain understanding of the app store, we will take a tool product that I am personally responsible for, WiFi Secret Agent, as an example. According to the three different stages of product launch, we will specifically talk about the overall process of promotion in the app store and what to do in each process.

Stage 1: Before going online

Infrastructure of the app store

Simply put, the infrastructure of the app store is all the preparations before the product goes online. Take the Android App Store as an example, including but not limited to the following:

Answer: 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: Information related to product launch (account registration of each application store, channel packages of each store, product icons, production of product publicity maps of different sizes, copywriting related to product function promotion, test accounts, keywords, etc.). )

C: Prepare materials for product promotion (version management and major event records, online flow chart, store activity resource arrangement, store start-up rules detailed arrangement, store channel contact person arrangement, etc.). )

d: .........

Among these materials, some things are used to apply for the background account of app store developers, and some things are used to prepare for free promotion in the later period. However, in any case, if you have no idea about how to promote the app store, then these things are a good start.

Here I will focus on the third point. These tasks are often ignored by everyone. Version management and event recording help you with year-end summary and company anniversary activities. In addition to helping yourself to sort out before going online and avoid missing anything, the online 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 colleagues clearly complete what you have done. Store manager contact list, sorting out store start-up rules, sorting out store activity requirements and so on. To do a good job of these contents, on the one hand, we can check the background of developers in various stores, on the other hand, we can collect and sort them out through some platforms for sharing internet knowledge, such as notes of brother bird and aunts. In addition to the above channels, we need to add some internet exchange groups related to channel operation during this period. We will get some resources through continuous communication and sharing with you, and at the same time gradually broaden our horizons to avoid becoming frogs at the bottom of the well and form a state of enjoying ourselves.

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 paid promotion of the app store and have no 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 have an impact on 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 ability of the users she can serve has boundaries. At this time, the influx of a large number of users will inevitably lead to the collapse of the server, unable to refresh the content, and affect word of mouth. Then when a new user comes in, he will feel very depressed. On the other hand, the early products may face fewer target users, and the big movie style of footprints is definitely favored by literary users. At this time, the influx of a large number of users will naturally destroy the overall scope and affect the development of products.

WiFi agent was promoted in the early stage, and AB test was adopted for free promotion after trial verification. For example, designing the same materials for different application stores or designing different materials for all application stores to see the final effect transformation, which not only avoids the waste of manpower and financial resources in the early stage, but also can quickly verify the influence of materials on users' choice of downloading products.

Mainly from the following three aspects to develop promotion strategies:

1. Determine the crowd positioning of products.

As a WiFi tool product to help users connect to the Internet, the location of WiFi secret agent is very clear from the beginning. Compared with other products, because surfing the Internet is just needed in the mobile Internet era, its audience is wider. This is also one of the reasons why we can get good traffic in the channel later. So what can be done from product positioning to user acquisition for products that are not just needed?

For example, this year's live social software is very popular, and 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. Because both online celebrities and previously famous anchors are products of the fan economy, and the fan economy happens to be full of live broadcasts and live broadcasts. Take Yingke as an example. In the early days, they invited Weibo's Super League star Zhao Mingjian with 8 1W fans and Weibo's YY anchor Tianyou with 69W fans to become early users of the product, and broadcast the Bigbang concert exclusively.

Back to the app store, after determining the crowd positioning in the early stage of the product, it is necessary to start analyzing the user attributes of each app store and what the user portrait is to prepare for the later promotion.

2. Determine the expected goal of promotion

3. Determine the promotion method

The promotion methods of the app store can be simply 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 vary from house to house, which can be roughly divided into: CPTCPDPushBanner, etc. There are three common types of free promotion: delivery, activities and special topics. Similarly, these can have corresponding application portals and rules in the background of the store.

3. Analyze channel data

The purpose of determining channel data is to estimate the 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 the two dimensions of user source and user attribute. For example, the proportion of users who use Meizu mobile phones in life is greater than that of girls, while the proportion of users who use OPPO mobile phones is the opposite. At this time, these two stores, which are mainly based on secondary social products and WiFi tools, will have different ability to obtain traffic, as well as being verified by Pippi, a friend's secondary product. On the one hand, these data and judgments come from life experience, on the other hand, we should consciously use data analysis platforms such as Baidu Index or Ai Media to read relevant data reports to help us prove our assumptions.

The second stage: online.

In the process of passing the audit, we need to do the following two things:

1. Competitive product analysis

Investigating the promotion methods and strategies of competing products, analyzing the promotion measures of their products and their deployment in various traffic channels can help us provide some experience in the later promotion. For example, reading the publicity documents and materials of friends' products in the market and learning the packaging publicity of their core functions will help us design the publicity documents and materials of our own products.

2. Channel cooperation and expansion

Because the domestic market is confusing and the channel quality is uneven, at this time, what was done in various QQ groups or internet communication platforms in the early stage showed value. We should 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. The promotion budget is channel-based. The understanding of the partners), if you want to be cost-effective, you have to spend more time and thought in the early stage.

3. Data burial point records

Data embedding usually refers to embedding some functional codes in the app to facilitate later data statistics. What statistics does each app store need to do besides downloading, activating and registering every day? Here, the key data statistics that need to be done in the later optimization analysis include the classification ranking of stores and the ranking of core keywords. As for why these two statistics should be made, we will talk about them later.