2019年APP推广方式收集大全 快速了解推广技巧

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主要对 APP推广方式做一个全方位的知识总结, 每一种推广方式在这里不会写得太啰嗦,主要是让大家快速了解到每一种推广方式。

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一、应用商店上架

苹果商店,应用宝商店,百度手机助手,阿里应用商店,360应用商店,小米商店,华为应用市场,三星应用商店,联想乐商店,HTC市场,oppo,魅族市场等。我们需要把APP上架到这些应用商店,这是最基本的APP推广环节。上架的时候如果有条件可以申请应用商店首发,上架完成后就可以进入到下面其它的推广方式了。

二、ASO

ASO是什么

ASO 全称App Store Opitimization (应用商店优化)。是指通过对关键词的优化来提升排名和覆盖率,从而实现APP被更多的用户下载 。

ASO关键因素

应用名称、应用关键字、应用icon、应用描述、应用配图、用户评价、应用安装量、活跃用户量、活跃用户比例等。

ASO日常工作

1、关键词挖掘覆盖;2、评论;3、竞争对手分析;4、刷排名;5、版本迭代;6、数据分析

三、买量

什么是买量

向广告渠道通过花钱“买”来流“量” 就叫做买量,流量指的就是用户。

买量的核心

找到合适的广告渠道,以最少的钱买更多的量。

买量市场是一个庞大的市场,渠道非常的多,我们要学会如何去甄别。原则就是好的渠道加大力度投入,不好的渠道可以少买或者不买。

买量付费方式

CPM(按展示付费/Cost Per ThousandImpression)

CPM是一种展示付费广告,只要展示了广告主的广告内容,广告主就为此付费。这种广告的效果不是很好,但是却能给有一定流量的网站、博客带来稳定的收入。

CPT(按时长付费/Cost Per Time)

CPT是一种以时间来计费的广告,国内很多的网站都是按照时间来收费,按天,星期,月等形式付费。这种广告合作模式简单,无法保障的效果,需要客户自己评估好渠道的质量。

CPT还有一种说法是 ,按试用次数付费(Cost Per Try),主要是移动应用渠道营销平台以试玩或试用为付费标准,此方式的是按用户使用时长计费,也是一种杜绝刷流量、激活作弊的有效营销方式。

CPC(按点击付费/Cost Per Click)

CPC是一种点击付费广告,根据广告被点击的次数收费。如关键词广告一般采用这种定价模式,百度竞价广告就是这种模式。

CPA(按行为付费/Cost PerAction)

CPA是一种按广告投放实际效果计价方式的广告,比如注册、加入购物车、交易等行为来计费。

CPS(按销售付费/Cost Per Sales)

CPS是一种以实际销售产品数量来计算广告费用的广告,这种广告更多的适合购物类、导购类、游戏类的等,需要精准的流量才能带来转化。

CPL(每条数据收费/Cost per lead)

其实就是以收集潜在用户的名单来收费的一种广告模式,按照广告点击引导用户到达服务商指定网页的客户数量计费。 即每次通过特定链接,注册成功后付费的一个常见广告模式。

四、换量

换量通俗一点说,就是你是卖萝卜的,我是卖白菜的,现在你帮我卖白菜,我帮你卖萝卜。可以找应用市场换量,也可以找其它APP换量,根据自身的发展阶段找合适的资源进行换量。在APP推广中,换量是一种比较实惠的有效的推广方式,因为这种方式好处很明显——省钱。

换量的形式是多种多样的,比如:内容合作、开屏、弹窗、焦点图、应用内推荐。

五、APP地推

APP地推是线下的一种推广行为。可以不拘于固定的模式,只要能有效的带来用户都是不错地推方式,除了让员工去地推,也可以找兼职推广员,第三方的地推公司,同时可以和一些线下门店,机构进行合作。

在地推活动开始前,我们应该先策划好地推方案,把软硬件设施准备齐全,比如APP的介绍手册,易拉宝,二维码下载页等,同时还要做好数据统计工作,每次地推活动,每个地推员发展

的用户量都需要有一个数据统计。

六、APP邀请

APP分享邀请,这个是一个常见而又实用的推广方式,即使不做有奖邀请,也需要提供一个分享邀请的页面,方便用户进行传播。而有奖邀请可以激励用户成为APP的推广员,从而实现滚动式的用户发展。

有奖邀请实现方式

第一种方式:手工填写邀请码

通过新用户手工填写邀请人的邀请码来实现邀请关系的绑定。

第二种方式:免填邀请码安装

通过免填邀请码的方式来实现邀请关系的绑定(可以通过openinstall实现邀请关系的绑定)。

邀请奖励:积分,优惠券,红包,礼物,勋章

七、积分墙

积分墙是什么

积分墙 ,大家应该对那种贴满各种小广告的墙比较有印象吧,而这里的“墙”是一种线上的广告形式,指的是应用内用来展示积分任务的一个页面,比如下载安装、注册、填表等任务,用户完成指定的任务后即可获取积分。

积分墙的价值

1、ASO:通过积分墙激励用户通过搜索关键词下载安装APP,可以提升关键词搜索结果排名。

2、冲榜:APP被下载次数增加之后会提升榜单内的排名。

计费方式

积分墙按照CPA(每行动成本,Cost Per Action)计费,只要用户完成积分墙任务(下载安装推荐的优质应用、注册、填表等),开发者就能得到分成收益。

八、参加活动

互联网界有很多的行业大会,如果自己有这个条件可以自己举办大会,也可以和举办方合作开展主题演讲,展位宣传等推广方式。没有合作怎么办,那就带上你的名片出发,去学习相关行业知识、认识更多的人、了解更多的渠道资源、寻找合作机会。

九、异业合作 

异业合作就是不同行业之间的合作,这样的合作相对来说比较好谈,因为不存在直接的竞争,大家比较容易坦诚相见。虽然是不同的行业 ,但很多时候大家的用户群体有很高重叠,所以可以双方进行一下合作,把用户资源共享。具体的方案是不限形式,可以在实际情况中去充分挖掘。

十、社会化推广

社会化推广是一种运用SNS网站平台来进行广告、促销、公关为一体的偏品牌推广的营销方式。

SNS 全称 Social Network Service:中文译为社会性网络服务或社会化网络服务,意译为社交网络服务。

社交网络具有天生的传播优势,我们要学会利用好这种优势开展推广工作,比如可以把品牌内容植入到 文字,图片,视频中,在各大社交平台中进行传播。

十一、新媒体推广

1、内容策划:通过分析用户的喜好,提供有创意的内容去打动用户的心。

2、品牌基础推广:

百科:在百度百科建立品牌词条,其它百科同时也可以建立;

问答:在百度知道,搜搜问答,新浪爱问,百度经验等建立问答。

垂直社区:在知乎,豆瓣,微博等社交网络建立相关品牌宣传内容。

3、论坛贴吧推广: 找到相关行业论坛,在发帖时注意敏感词汇,发帖后定期维护及时回复用户提出的问题。

4、微博推广:尽量坚持原创内容,及时抓住最近热点。讲产品时不能太生硬,最好是讲故事一样的方式呈现给用户。

5、微信推广:在微信公众号进行推广,比如找和你的APP类似的公众号,用户流量要自然涨粉的,转化会高些。

6、PR传播:某位老师曾经说过一句话:“如果只剩1美元做marketing,那就应该花在PR上”。一个好的品牌故事就可以给APP带来很多量,我们要运用好现有的媒体平台,比如公众号,微博,36kr,各大门户网站等去传播好关于产品的事迹,从而正向引导市场声音。

十二、数据分析

重要性

数据分析是推广运营的基石,要学会从数据中找问题,通过数据分析来改进推广方案和完善产品。

维度

APP用户来源数据分析、APP用户行为数据分析、APP用户留存率分析。


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