App operation: how to retain users
You should always think about something before APP promotion. Wet sister knows many people who do app promotion, and she often talks about burning her brain when chatting. Yes, APP promotion is a brain-burning activity. Market analysis, data analysis, user analysis, competing product analysis, etc. are often half-day actual combat and half-day analysis. What should I analyze as an APP promoter? We don't need to analyze too much in the early stage, but too much analysis will easily lead to confusion of thinking. It mainly analyzes three aspects:
user analysis, product analysis and competing product analysis
Second, the promotion is aimed at precision
Wet sister thinks that in order to retain users, you must first find the right users. This is a very simple truth. Products are platforms for selling furniture, and users who are promoted want to buy books. How can you keep users? By products? At this time, user attributes and product attributes are two parallel lines, and there is no intersection! Even if the product is perfect, users will still go, because the product does not meet the needs of such users.
remember, users come for needs.
since the promotion is aimed at precision, we must first understand some online promotion channels, so I won't say much about what posts and forums are here, but directly go to some channels with faster results, as shown in the figure.
there are many promotion channels. here are just a few examples. It is king for everyone to choose the promotion channel that is most suitable for their own APP for product attributes. What is the channel that suits them? The channel that can bring high-quality users is the one that suits you.
Third, after the promotion, the goal is to retain users
The following is the most important step, how to retain users when users come. Wet girl has several very simple ways. Let's take a look at the following points.
1. Respond to users' feedback letters in a timely manner, and distribute the benign information of the APP on the PC side
This piece should always monitor the information when users comment, and the users of the APP in official website leave messages, and monitor the network public opinion on the PC side. When distributing benign information independently, we should respond to the negative information and suggestions left by users in time. There are two ways to do this well:
The first point is to warm the user and let the user feel that you care about him. Of course, this is also a way to win the user's goodwill. When the user feels this warmth, the goodwill will be grafted on the APP.
second point: reach potential users. when potential users find that the feedback behavior of target users has been responded, or see the benign information left by operators on the internet, this part of potential users may be converted.
2. ensure that the APP provides users with accurate and continuous value
what is valuable content? Wet sister found that some small partners equate value content with product promotion, that is, the news pushed is all product advertisements. Please, if I am also your user, I will not be bothered. The valuable contents that wet sister understands are as follows.
the first point is the content that is useful to users. (including but not limited to weather conditions, love index, lucky days, etc.)
second point: content that users are interested in
third point: content that can arouse users' * * * buzz
fourth point: content that can lead users to interact
3. Build an interactive community and go to users to make friends
Is there a product WeChat group? Some operators will tell wet girls, girl! ~ ~ I shouted my throat out, and few users entered the WeChat group for a day. At this time, it is necessary to prepare words, such as "Scan the code into the group to grab the red envelope, and another mysterious goddess is waiting for you". Of course, this is just a simple example of Wet Girl. Anyway, I can always come up with a word that attracts users' attention.
concentrating a large number of users on wechat group and existing in the form of community is only the first step of interaction.
the second step is to tag users, including Xiamen users, Beijing users, Shanghai users, post-8s users and post-9s users ... and then add users with the same tags to the corresponding WeChat groups. What's the advantage? The advantage is that users can have something to say and feel close to each other, so that they can communicate actively when the operation is not in place.
the third step is to get together offline, no matter what the purpose is, whether it's running, eating and singing together, it's always right to get together offline with users under a clever name.