How to develop a corresponding promotion strategy in different stages of the app

product different stages have different methods and strategies, pre-product promotion, medium-term resources development, late user operations are how to do? 2015-04-26 | The thing about the maid . Comments (0)

What is operation? I have seen a sentence in "starting from scratch" in the past, summed up very good: all can help product promotion, improve user awareness, the means to promote user use is called operations.

I agree with this view, although the seemingly simple sentence actually contains three aspects:

First, pre-product promotion;

Second, the medium-term increase user awareness, that is, we say brand exposure;

Third, to promote user use, in other words, late user operations.

These three aspects are the main content points that I share today, the following will explain to you one by one:

First, pre-product promotion

1, Product user positioning

How to locate the product users and our next promotion direction has a direct link, our users where, decided to our different promotion direction. So how do we go about positioning? The following three questions need to be considered carefully:

1, what is our product?

2. What are the users of the product? Where is it?

3, what can we solve the user's problem? What services are available to users?

Take an example from my friend's novel website.

First of all, let's put these three questions in the test:
What is our product? Novel website, magic novel website.
What are our users? Where is it? Novel fans (including student groups + white-collar, etc.), they distributed again Niang novel Paste, well-known major novel sites, the major novel groups and so on.
What problem does the user solve? Many novels are obsessed with books or do not want to spend money, we provide them with permanent free online fiction reading.

You see! Permanent free and original is our product highlights, in finding the answer to these three questions, in fact, our promotion direction roughly basically come out, to push or on the line, or the combination of the two to focus on the relative distribution, the direction comes out after the specific implementation of the plan to determine.

2. Pre-registration of various types of accounts, advance understanding of platform rules

1, the major application market, forum, Community account registration and classification. Understand the rules of each platform, the first rules, recommendation rules, the Forum has posted rules, records into detailed excle documents, easy to access and later spread.

2, micro-bo, and other community account building. Build these camps ahead of time in case the later brand is bigger and the loss is caused by others ' squatting.

3, the application of market Promotion group and other resources accumulation. Especially for app promotion friends, it is more important to join such groups, because many of the news is the first time through the official group to publish. Avoid missing out on some activities and topics.
3. Competitive Product analysis

When we are ready to work in the early stage, the next step is to start the prelude, understand the opponent's strength, do a good job analysis, through the competitive analysis to find our own product advantages and opportunities, then we in the competitive analysis of the time to understand what?

1, the auction approximate data: they in the major application market download situation, the website traffic data situation, through the beat to understand as far as possible real user data, such as looking at the flow of some third-party tools;

2, do aso and SEO to observe what the hot words of the competition products. Why they download a large amount of high traffic here to recommend a few hot word search tools.

ASO can be used:

Http://tools.appying.com/apphot.html

SEO can be done by: index.baidu.com

Webmaster Keyword selection tool:

Http://s.tool.chinaz.com/baidu/words.aspx

3, the competition users roughly distributed: in which cities they do particularly well, which cities are not good, they do not do well in the city we have no chance to catch up, their one or two-line users are more than the three or four-line users more.

4, the advantages and disadvantages of the product comparison: compared with the competition, our advantages in where, there are more attractive places. For example, the former is a very hot taxi software, how do you persuade the fast-dropping users to use the drip? 1, Response Fast 2, return to the present more.

So we do a good job of the data analysis, our promotion strategy has a general direction.

Second, medium-term resources development

1, the major CP, channel, the accumulation of media resources

1, peer CP: Communication between peers is essential, gossip can help you anticipate the industry in advance;

2, cooperation channels to expand: can be real-time understanding of the current industry in some situations and forms of cooperation, such as the integration wall;

3, Media Contact: Some start-up companies do not have full-time PR how to do? These media resources have to be contacted by our operators.

2, SEO optimization

SEO optimization of the site is divided into two categories: the first is like a lot of sites, very simple, very little content, the second category, like the great aunt of those things a lot of content site. The two types of site optimization ideas and means are slightly different, for the first type of site, before the forum community to register a good number of soft text, with links for web site drainage, is more important than simply to do the site content, and spread out the surface as far as possible, you can observe the background data, sorting out high-quality sources. The second kind of things like the great aunt of the official website itself is a focus on content-based sites, it is necessary to pay more attention to the content of the optimization and the selection of title keywords, which can be used to recommend a few tools above. As to how the specific content should be optimized, the third big point will be discussed in detail later.

In addition to the above points, we also need to pay attention to the following two points:

1, in addition to PC-side website optimization, create a good mobile website. At this stage to do with H4 Web page will be more than the H5 to get a better ranking;

2, whether it is the PC-side website or mobile side are not too much pursuit of cool, take users and search engine balance point.

3. Make the best use of the media to maximize exposure

First of all, we must have a certain distinction in the media, in the use of media to promote our propaganda, we need to pay attention to the following aspects:

1, the media is not just a platform for us to release soft text, but to convey the information or information that the public needs. Media is for the public, not for you a business services, so enterprises in the release of media information to avoid the form of news releases, no one will pay attention to, enterprises in the media in the promotion of the time to find their own bright spots.

2, how to find their own highlights. The founders ' background (giving the user a trust), financing backgrounds (at least in the industry), product innovation (closely related to the public), real-time hotspots (increased exposure), these are some of the key points that the media can actively find to report.

3, not all media are suitable for themselves. Take the science and technology new media, the Tiger Sniff Network and the titanium media all focus on the Internet Enterprise business model discussion, take the public number, the great aunt those thing is to focus on the network dry share, find suitable own media exposure, conversion rate will be higher.

4, mutual benefit and win. Media is the need for content, and we need to be exposed, we picking, but this is still to be established in peacetime and media personnel interactive communication, nothing to help provide a bit of content or something, if it is urgent to spend some money is also necessary.

Third, the user operation

1. Activity operation

When it comes to activities, there must be activity planning, how to plan the activities. I think when we primary school teachers teach us to write composition skills can be applied: time, place, character, cause, pass, result.

What time do we have to do the activities (festivals?) Anniversary is the location online or offline? Who can participate? What is the cause of our activities? What do you want to achieve? How much budget do you plan to spend? How is the activity process and process controlled? How is the activity effect evaluated? The last is the summary after the end of the event.

2. Content operation

1, we must first understand the needs of users. Provide our users with the content they need.

2, determine the content mechanism. After determining the content, we need to determine whether the source of the content is direct program acquisition or UGC or their own editorial creation to do the original, different sources means that we are different in the mechanism, if it is UGC we have to do a good job of guiding the design, do the original should be edited.

3, we need to set goals. The effect of our content evaluation, these content is not really what users need, which content is more concerned about users, users are most concerned about the content we need to be in the first time to let users see, such as can do the topic, put banner and so on.

4, optimize the product user experience. Check the conversion effect of each page, such as login registration button, improve the registration conversion rate, finally to distinguish users, seize the core users, consider how to let the core users through content to pay for products, what content users will pay for them.

3, Community Operations (user operation 7 words tactic: La Nieu, retention, promote active) through certain means to obtain new users, retain old users, improve the activity, community operations we need to combine the above activities and content to make judgments.
Tips above three points are a product users of a research and product optimization, is to let users use the ultimate.
Of course, operations need to be based on different scenarios to switch, is not a fixed pattern, today to everyone is just a way of thinking, do not want to put everyone's thinking in this, or need to innovate constantly. Thank you for reading this, thank you!

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How to develop a corresponding promotion strategy in different stages of the app