Testin Li Jianhua: Ten Problems of mobile internet app promotion

Testin Li Jianhua: Ten Problems of mobile internet app promotion 2014/11/20Testin·Industry News

Often have friends to ask, "I made an app, how to promote AH?" "Or is" our company developed an app, want to get a huge amount of users in a short time, how to do? "There is the question of whether there is any good channel three months to 1 million of the volume, the budget is 100,000" ... I do not know how to respond to the above questions, I have no words. In this, the author of the Ten questions you will encounter to answer, I hope to let you understand the app promotion process will encounter what difficulties, and understand that the app promotion work to do well is needed to support a lot of other elements.

1. User requirements are too vertical

For example, a friend developed an app based on insomnia users, an IM tool for insomnia users. I feel this user group is too broken down, on the one hand many large im already have such a function, those who insomnia why do you want to download such an app? What is the innovation point? can help the user, a lot of questions need to think. So this kind of app to promote good, it is too difficult. Similar to such a lot of apps, the main reason is that user demand is too fragmented, although the user's characteristics are accurate, but the promotion of users will be very little, like 2D products in the 2C media promotion, the conversion rate must be very poor. Therefore, it is recommended that in the enterprise to do the app, in the choice of user groups do not choose too subdivision of the group, so it will be very difficult to promote.

2.APP Poor quality

In fact, many promotion staff do not pay attention to the quality of the app itself, such as app compatibility. Many app team developed products, basically take a few mobile phone test, no problem began to promote. After the promotion personnel took over, took great effort to get the store resources to promote, the results see conversion rate is dumbfounded: conversion rate is too low. I have tested a few friends in the Testin Cloud test app, after testing found that the compatibility of the new app is generally not good, a lot of mobile phones can not be installed, the loss of user volume is also very large.

Many times, the user volume does not come, the boss will generally blame the promotion staff weak. In fact, this really does not have to do with the promotion staff, is the program developed by the app quality is too poor. So as a good app promotion staff, should have an understanding of the quality of their own apps, after all, the user is not on the amount of time, the boss to find the most or promotion, this grievances is not edible.

3.0 cost or low cost

Often people ask me some questions, is to try not to spend money or spend a little bit small can get a lot of app user volume, encountered such I generally very silent, a look is obviously the traditional industry people born. The popularity of the app industry has made a small group of people rich overnight. Many people in the traditional industry have come to gold, many teams may spend a few months to do an app, began to promote, and thought that soon millions of of users have got it. If this is the case, so many app industry extension personnel, it is estimated that the early rich. Now a lot of CP money to find the amount, lined long line, you do not spend money to want to volume, it is too difficult. Unless you know the boss of bat and ask them to place a download link on their website, there's definitely a chance. So, in today's trend, it's almost impossible to sell apps without spending money.

4. No resource accumulation

Of course, there are always people like contradicting, some people say no money can be promoted. Yes, this is the premise that you have the resources to accumulate. What is resource accumulation? Is that your team has a lot of traffic resources, or have a strong network, such as the industry a lot of web promotion experts. Why are they masters? That's because they accumulate resources for a long time. When they do new projects, they have used a lot of resources, such as traffic resources, media resources and so on, to rely on these resources to promote, of course, do not spend money. So, if your team does not have any resources to accumulate, you want to not spend money to promote an app, that is more difficult than the sky, all the new start, app promotion must be very difficult.

5. Short Promotion Period

Many of the CP now want to quickly get the user volume, which I understand. Now the industry is growing fast, the competition is very much, a little slower, will lag behind the competitors, so the requirements of the promotion personnel are very harsh. Two months requires millions of dollars, personal feeling is very difficult. Any promotion is a certain lag, this and technology development is not the same, a product technology development can be used on-line, but the promotion is that you spend a month or two, you may not see a little amount. Promotion is a long-term process, is a quantity of accumulation of the process, only the amount of accumulation to a certain extent, will be a qualitative change.

The author in the promotion, set the promotion period is the unit of the year, such a growth of user volume is a gradual development process, not prone to problems. Background app user volume step by step growth process, is normal. Promotion period is too short and difficult to launch a good product, user quality is not too high, then you spend more than the market price of money to do promotion, otherwise there is no other way.

6. High User quality requirements

In the promotion, the discovery of another problem is that people are more and more demanding user quality, which means that the screening of users more stringent conditions. A lot of apps, especially friends, registered, game class ... The requirements are very demanding. From the point of view of app usage, users are becoming smarter and more aware of these pitfalls and purposes, and harsh filters can only lead users to abandon you. The choice of the App is always in the hands of the user, so, do not for the purpose, give up the interests of users, so your product will not be too long, at the same time for the promotion, also more difficult.

7. Talent Introduction Difficult

Another problem is that the introduction of talent is difficult, many teams can not recruit the best talent. I once met a team, the recruitment of technical personnel even a I will not solve the problem, such as the loss of the signature problem. Such a problem is absolutely deadly for a startup team, a technology that is a "nightmare" for a startup team! Talent introduction is difficult, is everyone want to cheap price to get excellent talent, and this is almost impossible. Entrepreneurial team leaders, whenever they should understand the market, the app industry is hot, talent is very difficult to recruit. It is difficult to recruit people cheaply. Spend 5 K recruit a junior developer, and 50K recruit a technology Daniel, technology Daniel may have done a lot of things in one months, beginners estimate a year is difficult to produce a finished product. Therefore, if you want to recruit good talent, you will be willing to spend money.

8. Subsequent funding is difficult

There are some entrepreneurial team, basically in the beginning of the start-up stage, the initial funding is their own investment, follow-up funds are not landing, began to start a business. This is really narrow escape, even when eating is a problem, how can a person feel at ease to do things? "Bing not move, forage first", many entrepreneurial team follow-up promotion funds basically no, the early can only rely on some very low-cost promotion way to promote, it is difficult to boil down to the success of entrepreneurship, at the same time, coupled with no any accumulation of resources, alone with cavity blood, this bet is too big. The promotion of funds only enough to pre-fire a, if not sustainable, must fail.

9. The Red Sea time is not good

Another difficulty with app promotion is the bad timing. In the 2010, many apps were easy to get millions of users, but now it's not the same. Now there are too many people entering the mobile internet industry, to be able to succeed in this Red Sea of app startups is conceivable. Store high concentration, traffic in the lower, the promotion of app costs are also increasing, at this time to enter the app startup if the failure, not all products are bad, a big reason is the timing is wrong.

10. No Strategic direction

The last one is strategic direction. I found that many apps can only imitate others, what other people do, what apps I do. I've seen two apps compete for what I'm doing. The app is active, and the owner of the app quickly orders the people below to do the same. The app updates what features, and the app quickly adds the same functionality. I feel like such a team is really a pit-daddy! The person in charge stares at the opponent every day, this kind of result is always can not catch up with others. In fact, the promotion of the app must have their own promotion direction and planning, blindly follow and imitation will only let themselves die faster. Many of the promotion staff's work is always led intervention, in fact, many leaders will not promote, so it is really hairenbujian. So to do app promotion must have plans and steps, not to be a follower.

So app promotion isn't that easy. App Promotion and a company's product requirements, product quality, team background, promotion of their own and other aspects have a great relationship, some team is rich, but the promotion does not good, some companies are very small to promote the lack of doing well, these are related to "people". If the team can overcome the top ten problems, then the promotion will become easy to get up. 0

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Testin Li Jianhua: Ten challenges of mobile internet app promotion