APP is like a "star", which needs constant packaging and investment. It needs to constantly create "topics" to attract users, relying on the optimization and upgrading of the version and sufficient content and activities to support it, otherwise it will soon disappear from people's field of vision.
I. Analysis of competitive products:
Choose competing products and do a good job of positioning.
Second, product positioning:
1, product positioning:
In a word, describe your products clearly, and what kind of products are used to satisfy users or user markets.
2. The core objectives of the product
The product goal is often manifested as solving a problem in the target user market. The more thorough the analysis of this problem, the more accurate the core objectives of the product will be.
3. Target user positioning:
Generally, the target user group is located according to the dimensions of age, income, education and region.
4. Characteristics of target users
(1) Common user characteristics: age, gender, date of birth, income, occupation, place of residence, hobbies, personality characteristics, etc.
(2) User skills: strong communication skills.
(3) Features related to the product:
E-commerce: shopping habits, annual consumption budget, etc.
Making friends: single or not, mate selection criteria.
Games: You like 3D games. Do you have a similar game experience?
5. User Role Card
According to the characteristics of the target user group around the target user, the user role card is established.
6. User usage scenarios
User usage scenario refers to putting the target user group into the actual usage scenario.
Third, the promotion plan
In the mobile Internet industry, the startup market is suitable for multi-faceted, trying all kinds of conceivable ways to maximize the brand effect with the least investment.
Among the 65,438+000 methods we thought of, we constantly tested the most effective one and eliminated 99 of them. We concentrate our resources on a possible explosion point, constantly amplifying, constantly analyzing and waiting for the explosion.
1, channel promotion
APP operation is inseparable from promotion. It is necessary to learn the problems found in operation, sum up good experience, make high-quality channels and improve products. For channel promotion, there are the following points for your reference:
1) Basic launch: All major download markets, app stores, platforms and download stations have covered the distribution channels of the Android version, because in Ma's view, the first step of promotion is to go online, which is the most basic, free of charge, only with the widest coverage.
Download markets: Android, Machine Front, An Zhi, Application Exchange, 9 1, Wood Ant, N Duo, Youyi, Anji, Liu Fei, etc.
Application stores: geogle Store, HTC Mall, Li Fei, Crosscat, Cage, Amy, Wozacha, Meizu Store, Lenovo Developer Community, oppo App Store, etc.
Big platforms: MM Community, wostore, Tianyi Space, Huawei Smart Cloud, Tencent Application Center, etc.
Clients: pea pods Mobile Wizard, 9 1 mobile assistant, 360 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, Netease application center, synchronous push, Fast Apple assistant, itools, limited time free encyclopedia.
2) Channel promotion of operators: China Mobile, China Telecom and China Unicom.
With a huge user base, you can pre-install 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 it.
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: All the above-mentioned Class A stores belong to third-party stores.
Due to the early entry and the accumulation of users, third-party stores have become many APP traffic portals. There are nearly 100 third-party application stores in China, and 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.
2. Promote new media:
(1) content planning
In the early stage, we should do a good job in positioning the audience and analyzing the characteristics of core users;
Original, three interesting contents every day, follow up the hot spots, creativity, storytelling and personification of the day or week;
(2) Brand foundation promotion:
Encyclopedia promotion: establish brand entries in Baidu Encyclopedia and 360 Encyclopedia.
Q&A Promotion: Establish Q&A on Baidu Know, Soso Q&A, Sina Aiwen, Zhihu and other websites.
(3) Weibo promotion
Content: Personalize products, tell stories, locate Weibo characteristics, and insist on original content output; Catch a week or a day's hot spots in Weibo for follow-up, and keep a certain degree of continuous innovation. Here you can refer to the successful Weibo tuba in the same industry and learn their experience.
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.
(4) 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. 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 and so on.
Trumpet accumulation: Open WeChat trumpet every day to introduce target customers.
Trumpet ahead of tuba: Through the accumulation of trumpet fans, recommend WeChat official account 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.
(5) Video promotion
At present, video is still a slogan, and it will continue for several years. Tik Tok, Aauto Quicker, Bi Li Bi Li, Little Red Book have different algorithms and recommendation mechanisms, and different user attributes, so choose your own platform.
(6) Public relations communication
PR is not a hard advertisement. It is very important to learn to tell a touching story in the right way.
In the Internet age, everyone is the source of communication. No matter Weibo Kol, 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.
In a startup, as a PR, you need to thoroughly understand the direction of the company at each stage, and then learn to send a strong voice to the market, investors and users.
This kind of voice is not blunt and widely announced, but throws a topic to make everyone interested in your story, drives everyone to lead their interest to your products, and it is best to form a hot topic in the industry.
There are several strategies:
1) Keep a stable exposure with the Japanese manuscript.
We will make a communication schedule regularly, and decide what voice to send out every month according to the changes of the company and products. Proper expression and continuous content output will gradually increase the exposure of the company and the attention of the industry.
2) Maintain existing media resources and actively expand new resources.
(7) Event marketing
Event marketing is definitely a physical activity and mental activity, which requires the whole team to maintain a keen sense of market, coupled with strong execution, and with certain media resources, events can be launched at the fastest speed.
The premise of event marketing must be that team members need to contact a lot of fresh information every day, integrate this information, and develop the idea of recording some inspiration flashes at any time to share the collision with members in time.
For the combination of creative points that can be labeled with products, we will immediately brainstorm and reason from beginning to end. If the scheme is determined to be feasible, we will immediately formulate a matching communication scheme, start to make a project budget and prepare channel resources.
(8) Data analysis
Take some time to carefully analyze the data behind every Weibo, every WeChat and every channel every week, and you will definitely find the convergence and relevance behind the highly disseminated content, which is very conducive to the improvement of the content quality of your official Weibo and WeChat, and the operation is more grounded.
No matter what platform, the output of high-quality content is the core focus, and it is also the direction that each platform lacks and encourages support, so it is very important to consider how to output high-quality content.