A friend often asked, "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 period of time, what should I do?" There is the question “Is there any good way to come in 1 million in three months? The budget is 100,000?†I am speechless and I do not know how to reply. Here, the author answers the ten questions that people will encounter, hoping to let everyone know what difficulties will be encountered in the process of App promotion, and understand that the app promotion work needs to be supported by many other elements.
1 user demand is too vertical
For example, a friend developed an app based on insomniacs and an IM tool for insomniacs. I feel that this user group is too subdivided. On the one hand, many large IMs already have such features. Why do those insomnia users still download such apps? What is innovation? What can help the user, many issues need to think. Therefore, if such an app is to be promoted, it is too difficult. There are many apps like this. The main reason is that the user needs are too subdivided. Although the features of the user are accurate, the amount of users promoted will be very small. Just like 2D products are promoted on the media of 2C, the conversion rate must be very poor. . Therefore, it is recommended that you do not choose over-divided groups in the selection of user groups when you start your business as an app. This will make it very difficult to promote them.
2.App quality is poor
In fact, many promotion staff do not pay attention to the quality of the App itself, such as the compatibility of the App. After many app teams developed the product, they basically tested it with a few mobile phones and began to promote it without problems. After the promoters took over, they took great efforts to get the store's resources to promote them. The results showed that the conversion rate was dumbfounded: the conversion rate was too low. I once tested several friends' apps on the testin cloud test. After testing, I found that the compatibility of the new apps is generally not good. Many mobile phones cannot be installed, and the amount of lost users is also very large.
In many cases, the amount of users does not come, and bosses generally blame the ineffective promoters. In fact, this is not related to the promotion staff. It is the poor quality of the App developed. Therefore, as a good App promotion staff, should have an understanding of the quality of their own App, after all, when the user does not increase the amount of time, the boss to find the most promotion, the loss can not eat.
3. Zero cost or low cost
Some people often ask me some questions, that is, try to spend a little money or spend a little money to get a large amount of App users, I generally feel very silent when I encounter this, at first sight is clearly the origin of traditional industry people. The popularity of the App industry has allowed a small number of people to become rich overnight. People who have attracted many traditional industries have come to the gold rush. Maybe a lot of teams spend a few months doing an app and start promoting it, thinking that millions of users will soon get it. If this is the case, it is estimated that so many App industry promoters have already made a fortune. Nowadays a lot of cp spend money to look for, line up a long line, you want to come to measure without spending money, that is too difficult. Unless you know the boss of BAT and let them put a download link on your official website, there is definitely a chance. Therefore, under the current trend, there is almost no opportunity to promote the App without spending money.
4. There is no accumulation of resources
Of course, there are always people who like to carry a bar. Some people say that it can be promoted without spending money. Yes, this is true, provided that you have accumulated resources. What is the accumulation of resources? It means that your team has a lot of traffic resources, or has a strong network of people, such as many network promotion experts in the industry. Why are they masters? That's because of the long-term accumulation of resources. When they are doing new projects, they have used a lot of accumulated resources, such as traffic resources, media resources, etc., rely on these resources to promote, of course, do not spend money. So if your team doesn't have any resources to accumulate, then you want to promote an app without spending money. It's harder than climbing the sky. Everything starts from scratch and it's very difficult for the app to be popularized.
5. Short promotion cycle
A lot of cp now hopes to get the amount of users quickly, which I understand very well. Nowadays, the industry is developing rapidly, and there are many competitors. If it is a bit slower, it will lag behind competitors. Therefore, the requirements for the promotion staff are very harsh. Two months required to reach a million, personal feeling is very difficult. Any promotion has a certain lag, this is not the same as technology development. A product can be used on the line after it is developed. However, the promotion is that you spend a month or two and you may not see a certain amount. . Promotion is a long-term process, and it is a process of accumulation of quantity. Only if quantity is accumulated to a certain extent, can qualitative change occur.
When the author is doing promotion, the promotion period set is based on the unit of year. This kind of user growth is a gradual development process and is not prone to problems. It is normal for the background App users to grow step by step. If the promotion period is too short, it will be difficult to introduce good products and the quality of users will not be too high. Then, if you spend more than the market price to promote, you have no alternative.
6. High user quality requirements
In the promotion, another problem that has been discovered is that everyone has higher and higher requirements on user quality, which means that the more stringent the conditions for screening users are. Many apps, especially dating, registration, and games are all very demanding. Judging from the current status of apps, the users are getting smarter now. They understand these traps and purposes too much. The harsh screening conditions can only lead users to abandon you. The right to choose the App is always in the hands of the user. Therefore, do not give up the interests of the user for the sake of purpose. Your product will not be too long, and it is even more difficult for promotion.
7. Talent introduction difficult
Another problem is that it is difficult to recruit talents. Many teams cannot recruit the best talents. I once met a team where technical staff recruited could not solve even my problems, such as the loss of signatures. Such a problem is absolutely deadly for a startup team. Such a technology is also a “nightmare†for an entrepreneurial team! Difficulties in the introduction of talents means that everyone wants to obtain excellent talent at a cheap price, and this is almost impossible. Entrepreneurial team leaders should understand the market at any time, and the App industry is hot and talented people are very difficult to recruit. It is very difficult to recruit talent cheaply. It takes 5K to recruit a junior developer, and 50K to hire a big technology guy. The technical big cattle may get a lot of things in a month. Beginners estimate that it will be difficult to come up with a finished product in a year. Therefore, if you want to recruit good talent, you must be willing to spend money.
8. Follow-up funding difficulties
There are also some entrepreneurial teams that are basically at the stage of starting their own businesses. The initial funds are self-invested, and subsequent funds have not landed yet and they have started their own businesses. This is really a nine-death life. When even eating is a problem, how can one person feel at ease doing things? “The troops and horses have not moved, and the food and grass firstâ€, and many follow-up promotion funds for the entrepreneurial team are basically not available. The early stage can only be promoted by some very low-cost promotion methods. It is difficult to achieve success in entrepreneurship, and at the same time there is no accumulation of resources. With a bloody heart, the stakes are too big. The money for promotion is only enough for the previous period. If it cannot continue, it will fail.
9. The timing of the Red Sea era is not good
Another difficult problem for App promotion is the bad timing. In 2010, many apps could easily get millions of users, but now it's different. There are too many people now entering the mobile Internet industry to imagine how difficult it can be to succeed in the Red Sea. App stores are highly centralized, traffic is decreasing, and the cost of promoting App is also increasing. At this time, if you fail to enter App Ventures, not all products are not good. The big reason is that the timing is not right.
10. No strategic direction
The last one is the strategic direction. I have found that many apps can only imitate others, what other people do, and what apps do I use. What else do I do, I have seen the competition of two apps. The App is doing activities. The person in charge of the app quickly orders the following people to do it. What features of that app are updated, and the app quickly adds the same functionality. I feel that such a team is too pitiful! The responsible person is staring at his opponent every day, and the result is that he will never be able to catch up with others. In fact, when promoting an App, it must have its own promotion direction and planning. Blind pursuit and imitation will only make one die faster. The work of many extension workers is always intervened by leaders. In fact, many leaders do not generally promote them. Therefore, it is very harmful to do so. Therefore, there must be plans and steps to do App promotion, not to be a follower.
So saying that App promotion is not so easy. The promotion of the App has a lot to do with a company’s product requirements, product quality, team background, promotion, etc. Some teams have money, but the promotion is not good; some companies promote the lack of Well, these are related to "people." If the team can overcome the above ten issues, it will become easier to promote it.
For example, a friend developed an app based on insomniacs and an IM tool for insomniacs. I feel that this user group is too subdivided. On the one hand, many large IMs already have such features. Why do those insomnia users still download such apps? What is innovation? What can help the user, many issues need to think. Therefore, if such an app is to be promoted, it is too difficult. There are many apps like this. The main reason is that the user needs are too subdivided. Although the features of the user are accurate, the amount of users promoted will be very small. Just like 2D products are promoted on the media of 2C, the conversion rate must be very poor. . Therefore, it is recommended that you do not choose over-divided groups in the selection of user groups when you start your business as an app. This will make it very difficult to promote them.
2.App quality is poor
In fact, many promotion staff do not pay attention to the quality of the App itself, such as the compatibility of the App. After many app teams developed the product, they basically tested it with a few mobile phones and began to promote it without problems. After the promoters took over, they took great efforts to get the store's resources to promote them. The results showed that the conversion rate was dumbfounded: the conversion rate was too low. I once tested several friends' apps on the testin cloud test. After testing, I found that the compatibility of the new apps is generally not good. Many mobile phones cannot be installed, and the amount of lost users is also very large.
In many cases, the amount of users does not come, and bosses generally blame the ineffective promoters. In fact, this is not related to the promotion staff. It is the poor quality of the App developed. Therefore, as a good App promotion staff, should have an understanding of the quality of their own App, after all, when the user does not increase the amount of time, the boss to find the most promotion, the loss can not eat.
3. Zero cost or low cost
Some people often ask me some questions, that is, try to spend a little money or spend a little money to get a large amount of App users, I generally feel very silent when I encounter this, at first sight is clearly the origin of traditional industry people. The popularity of the App industry has allowed a small number of people to become rich overnight. People who have attracted many traditional industries have come to the gold rush. Maybe a lot of teams spend a few months doing an app and start promoting it, thinking that millions of users will soon get it. If this is the case, it is estimated that so many App industry promoters have already made a fortune. Nowadays a lot of cp spend money to look for, line up a long line, you want to come to measure without spending money, that is too difficult. Unless you know the boss of BAT and let them put a download link on your official website, there is definitely a chance. Therefore, under the current trend, there is almost no opportunity to promote the App without spending money.
4. There is no accumulation of resources
Of course, there are always people who like to carry a bar. Some people say that it can be promoted without spending money. Yes, this is true, provided that you have accumulated resources. What is the accumulation of resources? It means that your team has a lot of traffic resources, or has a strong network of people, such as many network promotion experts in the industry. Why are they masters? That's because of the long-term accumulation of resources. When they are doing new projects, they have used a lot of accumulated resources, such as traffic resources, media resources, etc., rely on these resources to promote, of course, do not spend money. So if your team doesn't have any resources to accumulate, then you want to promote an app without spending money. It's harder than climbing the sky. Everything starts from scratch and it's very difficult for the app to be popularized.
5. Short promotion cycle
A lot of cp now hopes to get the amount of users quickly, which I understand very well. Nowadays, the industry is developing rapidly, and there are many competitors. If it is a bit slower, it will lag behind competitors. Therefore, the requirements for the promotion staff are very harsh. Two months required to reach a million, personal feeling is very difficult. Any promotion has a certain lag, this is not the same as technology development. A product can be used on the line after it is developed. However, the promotion is that you spend a month or two and you may not see a certain amount. . Promotion is a long-term process, and it is a process of accumulation of quantity. Only if quantity is accumulated to a certain extent, can qualitative change occur.
When the author is doing promotion, the promotion period set is based on the unit of year. This kind of user growth is a gradual development process and is not prone to problems. It is normal for the background App users to grow step by step. If the promotion period is too short, it will be difficult to introduce good products and the quality of users will not be too high. Then, if you spend more than the market price to promote, you have no alternative.
6. High user quality requirements
In the promotion, another problem that has been discovered is that everyone has higher and higher requirements on user quality, which means that the more stringent the conditions for screening users are. Many apps, especially dating, registration, and games are all very demanding. Judging from the current status of apps, the users are getting smarter now. They understand these traps and purposes too much. The harsh screening conditions can only lead users to abandon you. The right to choose the App is always in the hands of the user. Therefore, do not give up the interests of the user for the sake of purpose. Your product will not be too long, and it is even more difficult for promotion.
7. Talent introduction difficult
Another problem is that it is difficult to recruit talents. Many teams cannot recruit the best talents. I once met a team where technical staff recruited could not solve even my problems, such as the loss of signatures. Such a problem is absolutely deadly for a startup team. Such a technology is also a “nightmare†for an entrepreneurial team! Difficulties in the introduction of talents means that everyone wants to obtain excellent talent at a cheap price, and this is almost impossible. Entrepreneurial team leaders should understand the market at any time, and the App industry is hot and talented people are very difficult to recruit. It is very difficult to recruit talent cheaply. It takes 5K to recruit a junior developer, and 50K to hire a big technology guy. The technical big cattle may get a lot of things in a month. Beginners estimate that it will be difficult to come up with a finished product in a year. Therefore, if you want to recruit good talent, you must be willing to spend money.
8. Follow-up funding difficulties
There are also some entrepreneurial teams that are basically at the stage of starting their own businesses. The initial funds are self-invested, and subsequent funds have not landed yet and they have started their own businesses. This is really a nine-death life. When even eating is a problem, how can one person feel at ease doing things? “The troops and horses have not moved, and the food and grass firstâ€, and many follow-up promotion funds for the entrepreneurial team are basically not available. The early stage can only be promoted by some very low-cost promotion methods. It is difficult to achieve success in entrepreneurship, and at the same time there is no accumulation of resources. With a bloody heart, the stakes are too big. The money for promotion is only enough for the previous period. If it cannot continue, it will fail.
9. The timing of the Red Sea era is not good
Another difficult problem for App promotion is the bad timing. In 2010, many apps could easily get millions of users, but now it's different. There are too many people now entering the mobile Internet industry to imagine how difficult it can be to succeed in the Red Sea. App stores are highly centralized, traffic is decreasing, and the cost of promoting App is also increasing. At this time, if you fail to enter App Ventures, not all products are not good. The big reason is that the timing is not right.
10. No strategic direction
The last one is the strategic direction. I have found that many apps can only imitate others, what other people do, and what apps do I use. What else do I do, I have seen the competition of two apps. The App is doing activities. The person in charge of the app quickly orders the following people to do it. What features of that app are updated, and the app quickly adds the same functionality. I feel that such a team is too pitiful! The responsible person is staring at his opponent every day, and the result is that he will never be able to catch up with others. In fact, when promoting an App, it must have its own promotion direction and planning. Blind pursuit and imitation will only make one die faster. The work of many extension workers is always intervened by leaders. In fact, many leaders do not generally promote them. Therefore, it is very harmful to do so. Therefore, there must be plans and steps to do App promotion, not to be a follower.
So saying that App promotion is not so easy. The promotion of the App has a lot to do with a company’s product requirements, product quality, team background, promotion, etc. Some teams have money, but the promotion is not good; some companies promote the lack of Well, these are related to "people." If the team can overcome the above ten issues, it will become easier to promote it.
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