How to operate and promote a brand new app?What should be done before and after the launch?

Before talking about the operation of an app, it is necessary to sort out how a new app is born:

1. Once upon a time, there was an idea;

2. Demand combing, communication, analysis, sketching the product design sketch (the product manager according to the results of the communication, exchange, analysis to produce a product feature Brain map);

3. Drawing product prototype diagram (① global flow of the map, to facilitate the later docking with the programmers; ② product business process swim lane diagram, according to the specific requirements of the project; ③ simple interaction of the prototype, tools: axure, ink knife, etc.);

4. UI design, acceptance;

5. Project planning (① refinement of the requirements; ② technical solutions; ③) Project management: project scheduling, task decomposition);

6. Product development;

7. Delivery test, acceptance, on-line;

8. Operation and promotion.

(app promotion framework diagram)

APP big environment: ?

? According to incomplete statistics there are thousands of apps born every day, which means that a new app is born every minute or so, and most of the app's life cycle has not carried more than three months. I believe that many CPs have the same feeling that the promotion of apps is becoming more and more difficult. The reason for this is that it is not difficult to open any app store to find that the homogenization of apps is too serious, providing the same function and the same kind of service apps are numerous. For example, camera: fast hand, beauty camera, camera 360, daily p figure, play figure, beauty camera, beauty camera and so on hundreds of kinds, and a lot of names are also similar. The environment is so grim, so as a product operations personnel how to do?

One, before the product is online

What should we do before a new app is online?

1. Sort out every little detail of your product, ask if you are not clear about how to talk to others in the future.

2. Understand the product positioning, what is our product, what are the functions? What is the product audience, where? Our products can solve the user in what situation what problem? What services for the user? In fact, you figure out these four issues, you also found the product promotion point in which you later promote the direction of the promotion will have.

3. Competitor research and analysis, you have to understand the market and what are your similar apps? Understand the competitors ios and android downloads, traffic. Understand the competitors to do what hot words? You can use APPying to search for the hotness of the competitor's own brand words, and whether these words have been on the hot search list. See what the competitors have to learn from the promotion.

4. Do a good job of detailed description of the product graphic, including product description copy, screenshots of the product, keywords, a sentence description and so on. It is best to prepare some data analysis templates, including the app's retention, activity, new users, the effect of various channels of promotion and so on.

5. Open the app's official microblogging and WeChat public number, this is very important, microblogging and WeChat is a popular product, basically equipped with smart phones.

Opening these two official media several benefits:

First, when the product is online, the user understands the app word can easily through the microblogging or public number to follow you and you interact with the information feedback. And good microblogging or public number content is also easy to cause users to forward, expanding publicity.

Secondly, these two official media will become an important channel to do event marketing and promotion in the later stage, because here can cultivate a group of loyal users, and often the source of seed users.

6. Establish Baidu, Sogou and other encyclopedic entries, knowledge Q&A. Of course, this is also very important, because in the app just on the line at the beginning of the online description of your app is basically a blank, the establishment of the app encyclopedia, will become an important channel for users to understand your product, at the same time, the later do brand marketing, but also for you to attract more potential users.

When establishing the encyclopedia, it must be clearly organized, and the language is easy to understand, because the face of your app may be a different cultural class of the public. It should be accompanied by clear screenshots of the app. Never look down on the encyclopedia, here the technical content is very high, some domestic app encyclopedia written really bad, some write too professional, not from the user's point of view; some modification of the rhetoric pile up appears to be very long-winded, so that people look down the confusion.

The core of the encyclopedia is: to tell the user what functions my product uses to meet the needs of the user in what scenario.

7. Apply for the major application market developer account, organizing the major market debut requirements of the document. As many app stores have new product recommendation columns for newly launched apps, so you need to understand the rules of their recommendations.

8. According to the above preparation to develop a promotional program, it is best to plan several activities, because the later promotion of the publicity and promotion of the more busy for fear of having no time.

Preparation work is complicated, of course, my example is only part of it, different app preparation will be different. cp can be based on their own product positioning to do the corresponding adjustment.

Second, after the product is online

After the app is online to promote, here I divided the promotion channels into four categories: online, offline, self media and integrated channels.

Online promotion

1. On the major android platforms and app store, now all the major android markets have activities, and they are free, you can apply. Lenovo, Xiaomi, Huawei, JiFeng, Sogou have weekly topics. If your product is very well polished you can also get free new product recommendations: like the application treasure, millet, 360, Huawei new product recommendations, Meizu's tasting list, Lenovo Le Store's fresh hot, Baidu's Golden Bear Paw Award, Pea Pod Design Award and so on. These resources are good, all can try.

2. Brush list list, brush list price is relatively high, the domestic list of top25 price at about 10,000 per day. But even so the brush list is still very popular in China, especially appstore, after all, the vast majority of iphone users will go to the appstore to download apps, and ios list at this stage in addition to spending money on the list, or major news that makes the user initiative to go to the app store to search for downloads, or else the general app is basically impossible to get on the hot list.

Here is a brief introduction to the now relatively hot WeChat Integral Wall, "WeChat Integral Wall" relative to the traditional Integral Wall is the biggest difference between the carriers are different, it is the WeChat public number as a carrier, in the public number embedded in the Integral Wall code, WeChat users through the completion of the Integral Wall of a variety of advertising tasks to obtain rewards.

The basic process of WeChat Integral Wall can be summarized as "pay attention to the public number" - "complete the newbie task (binding the micro-signal, Apple account and cell phone ID and other information)". -Download tasks" - "get rewards" This series of operations is not too complicated, basically within three minutes you can complete a game or application download and get the corresponding points or rewards. Basically, you can download a game or app within three minutes and get the corresponding points or rewards, which undoubtedly reduces the user's time cost. In addition, the cost of accessing content is much lower than before, and users don't need to download a separate app to complete tasks and redeem rewards on WeChat.

From the advertiser's point of view, WeChat Integral Wall can reduce the generation of brushing behavior and improve the authenticity of data. WeChat is strictly limited to cell phone number binding at the time of registration, increasing the cost of "brushes", and after a series of attention to the public number and other manual operations, a greater degree of shielding malicious brushing, thus ensuring the authenticity of the data.

3. News promotion, a good means of promotion, in a very short period of time so that the product to get a lot of exposure, have to spend a little budget, write a press release, pay attention to the title of the article must be enough to attract attention, and at the same time released to a number of mainstream news portals, to create a momentum, to give a feeling of this product is very hot.

4. Exchange volume, mainly talk about the replacement between apps. The specific forms of volume exchange are content cooperation, open screen ads, pop-up windows, focus charts, in-app recommendations and so on.

Suggestions: ① In assessing whether to exchange volume you need to consider whether the two users are the same, whether there is competition, each other's brand image. ② in the exchange of volume do not stick to equal or simultaneous exchange of volume, but should focus on the value of the two sides of the resource is basically equal. ③ CPs with better resources to help their partners with limited resources, to believe that, in the end, will achieve a mutually beneficial effect.

Offline promotion

1. Ground push, ground push the biggest advantage is to let our potential customers encounter, rather than just see. People are more likely to remember when the ground pushers personally deliver their product information to the masses.

Many people feel that the ground push time-consuming and costly, feel that there is no need, in fact, not, the ground push on the preliminary word-of-mouth publicity is very important. Ground push is one of the most accurate users to communicate directly with one of the ways to promote, can make potential users of your product to produce a sense of trust. And in the process of geocaching it is easy to find out which aspects of their products still need to be improved to improve the user experience.

Methodology: ① ground push to send a small gift printed on the product logo or product introduction of the two-dimensional code, ground push personnel wearing a T-shirt printed with the product logo; ② bus station to put a printed product logo umbrella publicity is not very good, the bus wifiapp download;

③ the old user to pull the new or incentives;

④ word of mouth marketing and so on. .

Note: pay attention to the scene when promoting, what does it mean? That is, you better be able to promote your product in the scene of the user's greatest need, and even let the user feel that you must use your product. To give a chestnut, one day you want to go home from work, it is raining heavily outside, can not get a cab, then if a person driving a car to your company door, said "I am a drop, Shenzhou...", willing to send you home. I am a driver of DDT, Shenzhou, and I am willing to send you home, and it is cheaper than a cab. Then you are not very willing to sit, is not likely to also tell your friends about this.

2. Cell phone manufacturers pre-installed, large manufacturers: Huawei, Coolpad, Lenovo, oppo, Vivo, millet, Meizu, ZTE, Samsung. Small and medium-sized manufacturers are basically based on small and medium-sized manufacturers in Shenzhen, Yitong, Banghua, Dovi, these brands of cell phones may be very few people out of the past, because their channel vendors and the characteristics of the above are not the same, they are in the fourth line of the city below the establishment of channels. And their sales methods are also different, they are not through advertising, they mainly give the sales staff high commission in sales.

Methodology: The larger the pre-installed volume of the big brand manufacturers, the more difficult it is to negotiate, and the longer the cycle of user uptake. At first, it is best to take their not very flagship models to talk about the project, in the process of building relationships, and then cover the entire product chain.

For cell phone manufacturers to pre-install, as long as there is money, a pre-installation of hundreds of thousands or even millions are not a problem.

3. Brush, cooperation with cell phone stores, etc.?

New media promotion

1. microblogging promotion, a very important channel, because on average every day more than 80 million people in the brush microblogging, if the microblogging found a fun app, may be downloaded by hand, so microblogging publicity and promotion to do a good job, there will be good results. The key point of microblogging publicity and promotion falls on the copy content writing.

Methodology: ① anthropomorphize the product, output in the form of storytelling, build the scene, show the app function (look at Durex);

② carrier form can be a picture or video, picture or video attached to the following download link (some people will be set up here to automatically jump to the download store, the download may be enhanced, but the user accuracy, retention is also what you need) Consideration, so whether to set up automatic transfer you can do a comparison).

How to promote microblogging copy:

① Concerned about the industry-related microblogging account, to maintain interaction, improve exposure;

②? With the hot events, hot characters, take advantage of the momentum of marketing and promotion; ③ planning activities: prize forwarding, spend money to ask the big forwarding; ④ microblogging nine square or space nine square, product exposure is not bad, the price is not expensive; ⑤ other channels with the publicity and promotion.

2. Posting forum posting, find 20-30 high weight forum posting, do a good job of post maintenance and timely answer user questions, regularly collect user feedback information suggestions.

Methodology: ① post must do the essence of the post, the post is not in the more, but in the essence of the post can appear in front of the community for a long time, in order to get the most ideal results; ② Employing mercenaries to blindly post as good as repeated with the same post, the post should not be in the form of advertising, hard broad no one to look at, and no one will follow the post; ③ have the resources, conditions, contact forums or bar administrators to do the relevant activities The following is a list of the most important things you can do to promote your business.

3. WeChat, QQ and public number promotion, and microblogging, forum promotion is almost the same, especially suitable for cold start, pre-cultivation, late harvest. If you accumulate a considerable number of fans in the early stage, the product on-line at the same time after the detonation of the text, the effect of the number of fans and the quality of the article.

4. PR promotion, the Internet era, everyone is a disseminator of information content, infusion, regardless of microblogging Kol, WeChat public, media site columns or major social networking sites, to study how to use these platforms to tell the story of a good brand, of course, these platforms will also be the user of the brand to produce the best channels of UGC.

Methodology: ① the untold story behind the founder, the founder's heartbreaking history, the story of the product, the brand story ... ② story repeatedly polished, but not over-packaged, to seize the user's pain points, cause the user **** Ming.

Integrated channels

Suitable for CPs who get venture capital. Can quickly make the product exposure, occupy the market, conducive to the establishment of the brand.

1. Television advertising and online advertising

Specific forms: ① celebrity endorsement and online advertising (search engines, advertising alliance, navigation advertising, super advertising platform, etc.) with

② variety show sponsorship or TV implantation and online advertising (search engines, advertising alliance, navigation advertising, super advertising platform, etc.) with.

...

2. Outdoor advertising and online advertising with

Specific forms: ① building elevator advertising and online advertising with ② bus station advertising and online advertising with ③ bus advertising and online advertising with ...

3. Social advertising and BD alliance advertising

Specific forms: WeChat, WeChat public, microblogging and community and BD alliance (association alliance, campus alliance, industry alliance, alliance, media alliance, community alliance, etc.) with ...

4. Multiple (>3) channel cooperation