The most complete and detailed APP operation and promotion planning plan in history

Posted on by zxbee

For a successful application, developing an APP is only the first step. More important than the former is APP operation. APP is like a “star” that needs to be constantly packaged and invested. It needs to constantly create “topics” to attract users. It relies on the optimization and upgrading of one version and enough content and activities to support it, otherwise it will soon disappear from people’s attention. in view. Therefore, what is more difficult than APP development is the follow-up operation and promotion.

At present, there is no very clear channel and method for APP promotion in the market, and everyone is in the stage of exploration. In addition to the regular Android and Apple markets, the rest of the promotion channels and methods vary from company to company due to different resources. Here, the author specially compiled the most complete and detailed APP operation and promotion planning plan for everyone.

  1. Competitive analysis
    The APP analysis method is the same as the competitive product analysis done when analyzing any product. Here, the content of some competitive product analysis summarized before is sorted out. The content is more suitable for newcomers and is shared with everyone.
  2. Select competing products and do a good job in positioning
    Generally speaking, it is best to select two products for competitive analysis, and at most three. So, how do we get competing products?

Baidu searches for similar product keywords. Assuming your product is a card game with the theme of the Three Kingdoms, you can enter the main keyword “Three Kingdoms”, which is generally ranked in front of the natural ranking. The products in front of Baidu’s bidding promotion are all competing products.
Use keywords to search in major mobile application markets, such as application market, application treasure, pea pods, etc.
Find the latest information on industry websites.
Consulting websites such as iResearch, DCCI, Alexa, etc. are relatively reliable channels.
There are other methods, such as obtaining competitor information through participating in industry exhibitions, peer exchanges and other channels, which will not be introduced here.

  1. Competitive analysis to draw conclusions
    Choose an appropriate analysis method to analyze, and draw conclusions based on the analysis. Generally speaking, a more comprehensive competitive product analysis should be carried out from the aspects of users, market trends, functional design, operation and promotion strategies, etc. Here we refine it into the following dimensions:

Market trends, industry status
Competitor’s corporate vision, product positioning and development strategy
Target users
market data
Core functions
Interactive Design
Product advantages and disadvantages
Operation and promotion strategy
Summary & Action Points
For the marketing director of the mobile Internet department, you can only care about the market part, and you can ignore the function and design. For example, analyze the competing products from the parts 1, 2, 3, 4, 7, and 8, focusing on market data. and operational promotion strategies.

Taking a mobile travel APP as an example, the operation data can be analyzed from the number of downloads, the number of users, the retention rate, the conversion rate, the number of active users, and the active time.

Operation and promotion strategies can be analyzed from the channel management of competing products, such as application market launch, mobile forums, market activities, press release, social media performance, etc.

  1. According to the conclusion, make recommendations
    Through the analysis of the above competing products, we can roughly draw a conclusion with relatively market commercial value, and then formulate a reasonable APP operation and promotion plan based on the conclusion.
  2. Product positioning
    The importance of product positioning can be seen in a separate discussion of product positioning. Clear product positioning and target user group positioning are the cornerstones of operation and promotion; the more thorough and clear the target user group analysis is, the more critical it is for later product promotion.
  3. Product positioning
    Describe your product clearly in one sentence, and what kind of product you use to satisfy users or user markets, such as:

Momo: a location-based mobile social tool.
Qzone: A platform for asynchronous information sharing and exchange, which is a supplement to the QQ instant messaging tool.
91 operation network: share Internet products, e-commerce operation dry goods.
Cool social: Pay attention to the development trend of mobile social and explore the business value of mobile social.

  1. The core goal of the product
    The product goal is often expressed as solving a problem in the target user market. The more thorough the analysis of this problem is, the more accurate the product core goal is.

For example: 360 Security Guard solves the security problems of users using computers; WeChat provides users with mobile applications for smooth voice communication.

  1. Target user positioning
    Generally, target user groups are positioned according to the dimensions of age, income, education, and region.
  2. 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: proficient in computer office, strong foreign language ability.

(3) Features related to the product:

E-commerce: shopping habits, annual consumption budget, etc.
Dating class: single or not, mate selection criteria.
Game category: Do you like 3D games and whether you have experience in the same type of games.

  1. User role card
    Create user role cards based on target user groups around target user characteristics.
  2. User usage scenarios
    User usage scenarios refer to putting target user groups into actual usage scenarios.

Taking the above APP as an example, Zhang San came to a sporting goods store in Wanda Mall every day and saw the price of Kobe’s second-generation sneakers at 1,400 yuan. The price is 810, and the APP proactively suggested that it should be purchased on JD.

  1. Promotion plan
    In the mobile Internet industry, the start-up company market is suitable for multi-faceted attacks, trying all possible ways and means, and maximizing the brand effect with the smallest investment.

Out of the 100 methods that I thought of, I constantly tested the most effective method, eliminated 99 of them, concentrated the resources in my hand on a possible outbreak point, kept zooming in, kept analyzing, and waited for the outbreak. Eventually attract more registered users and increase their market share.

  1. Channel promotion
    APP operation is inseparable from promotion. It is necessary to learn to find problems from operation, summarize good experience, create high-quality channels, and improve products. For channel promotion, there are the following points for your reference:

(1) Online channels

1) Basic launch: major download markets, app stores, major platforms, and download stations cover the Android version release channels, because in Ma Haixiang’s view, the first step in promotion is to go online, which is the most basic, no need to spend money, only Maximum coverage is required.

Download market: Android, Jifeng, Anzhi, Apphui, 91, Muant, N Duo, Youyi, Anji, Feiliu, etc.
App store: geogle store, HTC mall, Liqu, cross cat, Kaiqi, Aimi, Ichacha, Meizu store, Lenovo developer community, oppo app store, etc.
Large platforms: MM Community, Wo Store, Tianyi Space, Huawei Zhihui Cloud, Tencent Application Center, etc.
Clients: Wandoujia mobile phone wizard, 91 mobile phone assistant, 360 software housekeeper, etc.
wap station: Pickled Pepper, Skynet, Lexun, Yisou, etc.
Web download station: Sky, Huajun, Extraordinary, Green Soft, etc.
iOS version release channels: AppStore, 91 Assistant, pp Assistant, NetEase Application Center, Synchronous Push, Quick Use Apple Assistant, itools, Free Daquan for a limited time.
2) Operator channel promotion: China Mobile, China Telecom, China Unicom

The user base is large, and the product can be pre-installed in the operator’s store, leveraging the capabilities that the third party does not have, and if it is a good product, it can also get its subsidies and support.

The marketing department should have a dedicated channel specialist responsible for communicating and cooperating with operators, and coming up with plans for project tracking.

3) Third-party stores: The above category A all belong to third-party stores

Due to the early entry and the accumulation of users, third-party stores have become the entry point for many APP traffic. There are nearly 100 third-party app stores across the country. The channel specialists must prepare a lot of materials, test, etc. to connect with the app market. The rules of each application market are different. How to communicate with the person in charge of the application market and accumulate experience and skills is very important.

In the case of sufficient funds, some advertising spaces and recommendations can be placed.

4) Mobile phone manufacturer store

Large manufacturers have pre-installed stores in their own brand mobile phones, such as Lenovo Music Store, HTC Market, Oppo Nearme, Meizu Market, Moto Smartware Park, etc. The channel department needs more operation specialists to contact mobile phone manufacturers’ stores.

5) Points Wall Promotion

“Point Wall” is a page that displays various points tasks (downloading and installing recommended high-quality applications, registration, filling in forms, etc.) in an app for users to complete tasks and earn points. Users complete tasks in the application embedded in the point wall, The developer of the app gets the corresponding revenue.

The integral wall is fast, and the effect is obvious. Most of them are in the form of CPA, and the price ranges from 1-3 yuan. However, considering the comprehensive cost of active users, the cost is high and the user retention rate is low.

Companies in the industry include tapjoy, Weiyun, Mi, Wanpu, etc.

Point Wall is suitable for large and funded teams that need to develop users as soon as possible.

6) List promotion

This kind of promotion is an informal method, but it is very popular in China. After all, most Apple mobile phone users will use the APP Store to download APPs. If your APPs are directly in the top few positions, of course, you can quickly get the user’s APP. Follow and get high real downloads at the same time.

However, the price of brushing the list is relatively high. The price of the top 25 in the domestic list is about 10,000 yuan per day, and the price of the top 5 requires more than 20,000 yuan per day. Since this kind of promotion cost is relatively high, it is usually done in conjunction with news hype, which is easy and fast to become famous.

7) Social platform promotion

At present, the mainstream smartphone social platform has clear potential users and can quickly promote products. This kind of promotion basically adopts the method of cooperation and sharing, and there are various cooperation methods. Companies in the industry include Weiyun, The9, Tencent, Sina, etc.

For example, the dating software If You Are the One in June 2010, was self-propagated and promoted on the Weiyun social platform, and the number of users reached 320,000 in the first month of its launch.

8) Advertising platform

The starting quantity is fast and the effect is obvious, but the cost is high. Taking the current mainstream platform as an example, the CPC price is 0.3-0.8 yuan, and the CPA is between 1.5 yuan and 3 yuan.

It is not conducive to the promotion and use of the team before the start-up financing.

Companies in the industry include admob, Domeng, Weiyun, Youmi, Yidong, etc.

9) Exchange amount

For the amount of exchange, the author understands that there are mainly two ways:

In-app mutual recommendation: This method can make full use of traffic and increase exposure and downloads. The magnitude is not large, but the exposure is good. Apps with built-in recommendation bits can exchange the amount of each other, but this requires a certain amount of users. as basic.
Buying volume for volume: If you cannot bring volume to an application or the volume is very small, you can find a network alliance to run volume in exchange for high-quality resources in the application store or convert it into money for promotion. This method is also a more practical way. Stores including Yingbao, Xiaomi, etc. can exchange the amount. Through some agents, you can also exchange the amount with 360, etc., which may have better results than doing CPT directly on 360. Store: CP is generally 2: 1 way to change the amount.
(2) Offline channels

1) Pre-installed by mobile phone manufacturers

It exists from the factory, the user conversion rate is high, and it is the most direct way to develop users.

It takes 3-5 months from submitting test kits for testing – passing testing – trial production – mass production – sales to users.

Promotion cost: The pre-installed payment price of application products ranges from 0.5-1 yuan, and the CPA method price ranges from 1.5-4 yuan. Game products are pre-installed for free, followed by a share model, and the CPA price is between 2-3 yuan.
Industry companies: Huawei, ZTE, Coolpad, TCL, Bird, OPPO, Meizu, Hisense, etc.
Difficulties in operation: There are many brands, many levels of personnel, and many product projects, and a professional team is required to make targeted recommendations and maintain relationships.
2) Parallel import brush machine

Quick start, basically 2-4 days to see users who have flashed the machine, the number is large, basically tens of thousands of devices can be flashed a day.

The phenomenon of re-swiping is serious. Basically, a mobile phone will be swiped 3-5 times from the general approval to the channel to the storefront. The promotion cost increases sharply, the user quality is poor, and it is difficult to monitor.

Basically, the CPA of a single software for brushing is 1-2 yuan, and the price of a chartered machine is between 5-10 yuan.

Industry companies: XDA, cool music, music cool, brush machine wizard.

3) licensed storefront

High user quality, high viscosity, high user payment conversion rate, and fast user speed.

There are many stores, and the training of clerks is complicated, which requires a perfect assessment and reward mechanism.

Basically, the CPA price is between 1.5-3 yuan, and the pre-installed price is between 0.5-1 yuan.

Industry companies: Leyu, Zhongfu, Tianyin, China Post, Suning, etc.

Case: At the end of 2010, Weiyun conducted a pilot cooperation with a well-known chain mobile phone store in China, and put the cooperative CDs in the store for packaged sales to users, and half of the 80,000 sets of CDs were activated.

  1. New media promotion
    Next, Ma Haixiang focused on the new media promotion in the App promotion method, including the following aspects:

(1) Content planning

Before content planning, it is necessary to do a good job in audience positioning, and analyze the core user characteristics.

Adhere to the output of original content, and keep about three interesting content a day in content updates.

Catch up on what’s hot for the week or day.

Creativity, or creativity, lets your product tell a story and anthropomorphize.

(2) Basic brand promotion

Encyclopedia promotion: establish brand entries on Baidu Encyclopedia and 360 Encyclopedia.

Q&A promotion: Establish Q&A on Baidu Know, Soso Q&A, Sina iQ, Zhihu and other websites.

(3) Forum, post bar promotion

Jifeng, Android, Anzhi…, you can see many industry forums at the bottom of mobile phone related websites.

Ma Haixiang suggested that promoters post promotions in two ways: official posts and user posts, and at the same time, they can contact the forum administrator to do some promotions.

After posting, you should regularly maintain your posts, answer questions raised by users in a timely manner, and collect feedback from users so that the next version can be updated and improved.

The first lineup: Jifeng Forum, Android Forum, Anzhi Forum.
The second lineup: Moqu.com, Android Forum, Meizu Forum.
The third lineup: Storm Forum, Wood Ant Forum, DOSPY Forum.
(4) Weibo promotion

Content: Personify the product, tell stories, locate the characteristics of Weibo, and insist on the output of original content; follow up on Weibo to catch the hot spots of the week or the day, and maintain a certain continuous innovation. Here you can refer to the successful Weibo accounts in the same industry and learn from their experience.
Interaction: Follow relevant Weibo accounts in the industry, maintain interaction, and increase brand exposure.
Activities: When necessary, you can plan activities, repost on Weibo, etc.
(5) WeChat promotion

The operation and promotion of the WeChat public account takes a certain amount of time to settle. Here you can refer to a few steps:

Content positioning: Combined with products to make content aggregation recommendation, the content does not have to be much, but it must be precise and consistent with the positioning of WeChat.
Seed user accumulation: In the initial stage, a KPI indicator can be given, a threshold of 500 fans, and seed users can be recommended by colleagues, friends, partners, Weibo, official website, etc.
Accumulation of trumpet accounts: Open WeChat trumpet accounts and import target customer groups every day.
Trumpet Guide Tua: Recommend WeChat public account through the accumulation of fans of trumpet, and import fans to WeChat public account.
WeChat mutual push: When the number of fans reaches a certain expectation, you can add some WeChat