With the development of app development technology and the reduction of development costs, more and more Internet enterprises will develop their own apps. Now open iOS or Android We can see countless kinds of app applications in our app stores, but the key to the development of apps lies in the acquisition of new users, that is, the promotion of new ones. Whether an app can gain the trust of users is the foundation of app development. This article shares the mainstream customer acquisition channels and methods of APP promotion, identifies target user groups, converts them into users of their own products, and realizes the rapid development of APP.

Mainstream App customer acquisition channel

1. All major app stores launched

The major app stores are the main places for users to download apps, which are mainly divided into three categories:

• Mobile phone's own app store: well-known mobile phone manufacturers such as Apple, Huawei, Xiaomi, OPPO and so on all have their own app stores, which are industry-leading in terms of page experience and APP recommendation mechanism, and can be used as the main promotion channel.
• Third party app stores: such as App Bao, Pea pod, Baidu mobile assistant, 360 mobile assistant, etc. These third-party stores have a relatively popular market share and can be used as auxiliary channels for APP promotion and customer acquisition, but a relatively large third-party app store like App Bao can be used as the main promotion channel.
• Major download stations: such as Green Download Station and Sunshine Download Station, can be used as a general channel for APP promotion and customer acquisition, as long as users can search the download stations, because the user visits of these websites are relatively low.

What we need to pay attention to here is to do a good job of ASO, that is, to optimize the app store, which means to increase the weight of the app in the app store by improving keyword coverage and ranking, so as to obtain more users' downloads.

2. Advertising

Enterprises with a certain amount of capital can consider advertising to improve user registration and product popularity. Common forms of advertising include: information flow advertising, search engine bidding advertising, offline advertising.

• Information flow advertising: Baidu, Tencent, Weibo, Zhihu, Toutiao, and Tiaoyin can all be used as places for information flow advertising. The key is to find the target users, add appropriate prices, and obtain users.
• Search engine advertising: advertising can be placed on Baidu, 360, Shenma and other search engines.
• Offline advertising: for example, online education can be placed in subway, bus station, buildings and other places near the school, while e-commerce can place advertising in buildings, office buildings and other places.

It should be noted here that in the process of advertising, the key consideration is whether your APP type matches the channel.

3. Change quantity

Volume exchange is the exchange of resources, which can be exchanged with the application market, other APPs, or join the volume exchange alliance. The exchange forms include: content cooperation, pop-up, focus map, in application recommendation, etc.

• Content cooperation: it is to attract some potential users in other APP/websites through the high-quality content of some products, so as to achieve the purpose of promoting innovation.
• Pop up promotion: it is a form of advertising that pops up when users open other apps/websites. This kind of promotion has a good effect, but it has a great impact User experience 。
• Focus map promotion: it is to put the product information pictures in a more obvious position in other applications/websites. Because this method is completed in the form of pictures, it has a certain visual attraction.
• In app recommendation: it means putting each other in the recommendation position or recommendation column in their respective applications.

What should be noted here is that before changing the quantity, we need to consider whether there is a competitive relationship with the other party, and how the other party's brand image is.

4. Social communication

Social communication is the mainstream customer acquisition mode of App, which mainly ignites the social circle of users through their interesting creativity or some small favors. This is a point to face App promotion mode. It can be roughly divided into old with new, red packet fission and group purchase fission.

• "Take the old with the new": it means that by encouraging existing old users of the App to invite friends to participate in activities, both they and their friends can get rewards, which ultimately forms a fission effect. Reward forms include material or spiritual rewards, such as red envelopes, VIP, coupons, points, etc. If these rewards are well used, they can also stimulate users to achieve secondary consumption. "Taking the old with the new" is the current low cost growth mode of APP users,
• Red packet fission: it means that when a user completes his/her consumption behavior, he/she can share the red packet to his/her social circle, and his/her friends can obtain indefinite consumption red packets or preferential discounts when sharing the red packet.
• Group buying fission: it means that users can get more discounts after sharing their product information to the social circle and inviting friends to help bargain and help, while also achieving the goal of letting new users follow or download apps.

What we need to pay attention to here is to grasp the social mentality of users, grasp the opportunity of users' social sharing, and pay attention to user experience. For user experience, it is recommended to use app One button pull up and no need to fill in the invitation code function.

5. Geopush

As its name implies, geo push means ground promotion, which is an effective way for app to attract customers. Compared with online promotion, geo push is a more direct customer acquisition method for user groups. Geopush is very important for the accumulation of public praise in the early stage of the product, because it is a promotion method that can most directly communicate with users, can eliminate some potential users' concerns to a certain extent, and improve potential users' trust in the product. Even in the process of local push, we can get the most direct user feedback through interaction with users, and then optimize the product.

What we need to pay attention to here is geophone. Geophone is a direct face-to-face communication with users, which is a process of communication and needs the guidance of speech technology. For example, Internet finance products basically need user real name authentication and bank card binding, which will make many users feel insecure. You may think that if the real name authentication is carried out and the bank card is bound, will it cause you financial losses?

In fact, it is normal for users to have doubts, so in this process, we need to guide the tweeters to eliminate users' doubts and make users trust your product more. For example, tell users what products we are owned by state-owned enterprises, strength guarantee, absolute safety and so on. Most people are convinced when they hear that it is a state-owned enterprise brand.

epilogue

Almost all promotions operate People will have access to channels, which may be paid channels or free channels, but no matter which channel is, it needs to pay a cost.

In the process of dealing with channels, we sometimes have to deal with channel sharing or channel cooperation, so we need to count the number of users obtained from channels, identify the quality of channel users, control and improve the channel effect. Therefore, it is very important to carry out effect statistics for app promotion channels, and the common method used by many Internet companies is to use third-party channel statistics tools - this is a way to obtain data through the integration of SDK methods, such as openinstall, which is professional in App channel statistics.

Data is indispensable in the process of app promotion. We should learn to find problems from data, optimize app promotion strategies, improve products, and summarize good experience.

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