I am also doing a new online app promotion operation myself, but I have also encountered many difficulties. Later, I got help in the West East Circle. The following is an app promotion and operation plan shared by the West East Circle Group, which has benefited me a lot. It is also a gathering place for media advertising practitioners. It is convenient to find resources in the promotion, and I can get a response soon. APP is like a "star", which needs constant packaging and investment. It needs to constantly create "topics" to attract users, with optimized versions and enough 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:
Describe your product clearly in one sentence. What kind of products are used to satisfy users or user markets?
2. The core objectives of the product
Product goals are usually expressed as solving a problem in the target user market. The more thoroughly this problem is analyzed, the more accurate the core goal of the product will be.
3. Target user positioning:
Target users are determined according to general age, income, education level and region.
4. Characteristics of target users
(1) * * Users have the same characteristics: age, gender, date of birth, income, occupation, place of residence, hobbies, personality, 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.
Student: Do you like 3D games? Do you have any experience in similar games?
5. User Role Card
According to the target user group, a user role card is established around the characteristics of the target user.
6. User usage scenarios
User 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-directions, trying all kinds of conceivable ways to maximize the brand effect with the minimum investment.
Among 100 methods, one of the most effective methods has been continuously tested, and 99 of them have been eliminated. Concentrate the resources in your hands on a possible point, constantly enlarge, constantly analyze, and wait for the outbreak.
Eventually attract more registered users and increase their market share.
1. Channel promotion
APP cannot operate without promotion. We should learn to find problems 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: Android version distribution channels covered by major download markets, app stores, platforms and download stations, because in Ma's view, the first step of promotion is to go online, which is the most basic, without spending money, and the maximum coverage is enough.
Download markets: Android, Monsoon, An Zhi, Application Exchange, 9 1, Wood Ant, N Duo, Youyi, Anji, Liu Fei, etc.
AppStore:geogleStore, HTC Mall, Like, Cross Cat, Cage, Amy, Wolaicha, Meizu Store, Lenovo Developer Community, oppo App Store, etc.
Big platforms: MM Community, wostore, Tianyi Air, 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.
Network download stations: Sky, Huajun, Fan Fei, Lvruan, etc.
IOS distribution channels: AppStore, 9 1 assistant, pp assistant, Netease application center, synchronous push, quick-use apple assistant, itools, and limited-time free encyclopedia.
2) Channel promotion of operators: China Mobile, China Telecom and China Unicom.
With a large user base, products can be pre-installed in operators' stores, and good products can be subsidized and supported by third parties.
The marketing department should have a special channel specialist, who is responsible for communication and cooperation with operators and making a good plan for project tracking.
3) Third-party stores: All the above categories A belong to third-party stores.
Third-party stores have become traffic portals for many apps because they have settled in early and accumulated more users. There are nearly 100 third-party application stores in China, and channel specialists have to prepare a lot of materials, tests and so on to connect with the application market. Every application market has different rules, so it is very important to communicate with the person in charge of the application market and accumulate experience and skills.
In the case of sufficient funds, you can put some advertising spaces and recommendations.
2. Promote new media:
(1) content planning
In the early stage, we should do a good job in audience positioning and core user characteristics analysis;
Original, three interesting contents every day, seize the hot spots of the day or week to follow up, be creative, tell stories and personify;
(2) Brand foundation promotion:
Encyclopedia promotion: establish brand entries in Baidu Encyclopedia and 360 Encyclopedia.
Classified Q&A promotion: Set 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 to follow up on Weibo, 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 will take some time to settle down. Here can refer to a few songs:
Positioning: Combining product recommendation content aggregation. The content is not necessarily much, but it must be accurate and conform to the positioning of micro-signals.
Seed accumulation: at the initial stage, you can set a KPI index and the threshold of 500 fans. Seed users can be recommended by colleagues, friends, partners, Weibo Drainage and official website Drainage.
Trumpet accumulation: Open the WeChat trumpet and import the target customer base every day.
Trumpet guide: Recommend the official WeChat account through the accumulation of trumpet fans, and import the fans into the official WeChat account.
WeChat mutual push: When the number of fans reaches a certain expectation, you can join some WeChat mutual push groups.
(5) Video promotion
Video is still a hot spot and can last for several years. Tik Tok, Auto Express, Bi Li Bi Li and Xiaohongshu have different algorithms and recommendation mechanisms, and their user attributes are also different. Choose the platform that suits you.
(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. Regardless of Kol in Weibo, official account of WeChat, 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 start-up company, as PR, you need to have a thorough understanding of the company's direction 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 and drive everyone to lead their interest to your product. It is best to form a hot topic in the industry.
There are several strategies:
1) and daily manuscripts keep stable exposure.
We will make communication plans regularly. Every month, according to the changes of the company and products, decide what voice to convey to the outside world. 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 media resources.
(7) Event marketing
Marketing is definitely a physical and mental activity, which requires the whole team to keep a keen sense of the market. In addition, strong execution and certain media resources are needed to make the event start at the fastest speed.
The premise of marketing must be that team members need to contact a lot of fresh information every day, integrate this information, and develop the habit of recording some flashes of inspiration and creativity at any time and sharing collisions with members in time.
For the combination of creative points that can be posted on products, we will immediately brainstorm and always be reasonable. If it is determined that the scheme is feasible, then we will immediately formulate a matching communication scheme, start making the project budget and prepare the channel resources.
(8) Data analysis
Take some time to carefully analyze the data behind every Weibo, WeChat and every channel every week, and you will definitely find the convergence and relevance behind the high-spread content, which is very beneficial 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 focus, and it is also the direction of shortage, encouragement and support for each platform, so it is also important to consider how to produce high-quality content.
How did Yidijia find customers?
Today, we will analyze how Yidu finds customers and how to bring real value to consumers.
We know that value is embodied in economy, emotion, identity, aesthetics and so on.
Evaluate whether it is valuable from the aspects of economy and emotional identity, and whether the results of consumers' buying behavior meet or exceed expectations. Only by reaching and exceeding the expected value can users be satisfied, and there will be emotional recognition of the brand in the later stage.
The value points at this level include: product quality, inquiry communication and establishment strategy, improvement after strategy implementation, after-sales behavior after purchase, etc.
1, product quality and composition
Let's talk about products first. Yidijia focuses on two brands in the beauty care platform, Yan Shimei and Yan Shanmei. The following is from the official:
"All the products of Yidijia can be guaranteed not to add any hormones. Every quarter, we will provide products to the Food and Drug Administration for monitoring. The products have been specially filed and tested by the third party of the US Food and Drug Administration, and all ingredients are marked. If it is suspected to be a hormone, it can be sent to any third-party qualified institution for testing. Yan Shimei focuses on skin care products, while Yan Shanmei focuses on internal tune. All the ingredients are clearly visible. After testing by national and third-party testing institutions, female friends who have used Yan Shimei know that Yan Shimei's skin care ingredients are patented and plant extracts, which are healthy and natural, and can effectively relieve and repair the skin barrier. Suitable for allergic skin and pregnant women.
As for the source of goods, we choose high-quality raw materials from 17 countries, which are in the same strain as many international brands. Cooperate with top raw material suppliers.
2065438+In June 2006, Yan, a subsidiary of Yidijia, won the "Excellent Brand Merchant" medal in China District awarded by Luo Sailuo. From 2065438 to March 2008, Yidijia strategically invested in Chuangmei Anti-aging Research Institute. In 20 19, Edith Jia won the "Artisan Award" issued by the Cosmetics High-quality Development Conference.
Yi Dejia not only laid out online, but also launched the offline layout of Yizhan. Yizhan adopts a digital skin detection management system, uses the world's advanced physical photoelectric instruments, and establishes an exclusive Internet smart skin file to provide women with a full range of offline experience places including skin care, make-up, clothing and hairstyle.
As an important part of the O2O closed loop of Yide home e-commerce project, from the exploration of the project to the opening of the first exquisite women's life museum on 20 17, the exhibition has been established in Guangzhou, Wuhan and Zhoukou. I hope that women from all over the country can enjoy one-stop exquisite female creation service conveniently when they enter Iraq Station. In 2020, it will be fully upgraded, and hundreds of flagship stores in the plaza will be built to enhance the better service experience.
2. Consultant is the value of service.
As I said before, the model of a virtuous family attaches importance to the role of skin care instructors and has relevant qualifications such as beauticians. After layers of screening and training, Yidejia asked more professional consultants to provide professional skin care knowledge. This is the threshold for skin care teachers to provide services.
Service process: the skin care teacher needs to collect and understand the needs of consumers, such as dry skin is always allergic to redness, and the tutor needs to collect and inquire about various skin-related situations and give advice and guidance through his own professional knowledge. If it is a VIP one-on-one service, he will sort out the skin-related information to solve skin problems, file it, and help female friends solve skin problems according to the process and cycle. In addition to solving skin problems, skin care instructors will also share skin care knowledge, courses and other fields in the community, including shaping, fashion wearing, makeup artists, healthy eating and living, etc. Because Yidejia is a community to create exquisite women in all aspects.
The main ways for Yidijia skin care instructors to develop customers are community promotion and word-of-mouth communication. As for community innovation, it is only a channel to acquire customers. The most important thing is whether the product is useful or not and whether the service meets the expectations. Just like academic qualifications, it is a stepping stone to the interview, but many talented people may lose their opportunities before they set foot in the door. Yidijia has been established in the beauty industry for more than ten years, and has played an indispensable role in maintaining customers and expanding business. Later, because the quality and service were recognized, praised and recommended by more people, the community grew stronger and stronger.
Direct selling models such as Amway and Mary Kay, in the past, salespeople would go to various places to expand channels. Now from the traditional "personal visit" to the "social e-commerce" form, only the way of obtaining customers has changed, but in fact the essence of marketing has not changed. Therefore, many senior Yidi Jiafen are concerned about "whether the skin has improved in the end" or whether they have not obtained the final value brought by their own products and services.
About the skin care teacher's solution to skin problems, talk about the internal principle of the solution. We know that skin problems are affected by many factors, including genes, environment, hormone internal circulation system, personal skin care steps and what kind of products to choose. In the Internet with more and more information fragments, it takes a lot of time to try to piece together a relatively sound and reasonable solution. If we only listen to all kinds of grass-growing products, we ask ourselves, are those really suitable for our skin?
Skin care is a process and a habit. We should look at the state of skin with a changing attitude. If skin care does not become a system at a certain stage, the ingredients may cancel each other out, weaken the efficacy, or the ingredients are getting worse, instead of having a good effect on the skin condition. For example, the concepts of sensitive muscle and allergic muscle are confused, and mixed skin is mistaken for oily skin to protect skin, which leads to worse and worse problems.
Yidijia puts the cost on building community and gaining users' trust, which is the operating strategy and thinking logic of Yidijia. It is the essence of social e-commerce to adopt user operation strategy, constantly dig deep into user needs, save users' time cost and trial-and-error cost, do a good job of "all-round professional and intimate shopping guide" and maintain and establish long-term trust relationship.