How to promote APP in colleges and universities?

With the popularity of smart devices among college students and the improvement of college students' evaluation rate of APP, more and more APP platforms begin to turn their attention to the campus market in marketing promotion, so as to increase the number of users and even transform transactions through campus promotion. So, how does a new online APP promote the campus in the campus market? When determining the campus promotion plan, APP must also clarify the promotion process of APP in the campus market, including four stages: drainage innovation, user retention, user promotion and income transformation. APP is a product that you promote on campus. It is like a "superstar" that needs constant packaging and investment. During the campus promotion, you must continue to export "topics" to attract college students, supported by continuous optimization and promotion and continuous campus marketing promotion. On the contrary, this application will soon be replaced by other competitors in the market. Therefore, it is very important to promote an APP developed for college students on campus after listing. First: What preparations does APP need to make for campus promotion? 1. Monitor the traffic source from the operational level of the APP, analyze the user behavior, and plan the campus promotion plan through the daily update and content editing of the app during the campus promotion. 2. Clarify the process stages of APP in the campus promotion process, including: the growth target of the number of users of APP, user retention, statistical analysis of traffic data, user activity promotion, and the completion of revenue account planning; Simply put: drainage and innovation-user retention-user promotion-income transformation. Second, the drainage and innovation of campus promotion refers to attracting new users in the campus market through campus promotion behavior, and the most direct thing is to increase the number of new users. Users are the basis for the continuation of an APP and the core of the value enhancement of the APP. Only by having new users can we bring higher value to this APP product. In the process of campus promotion, our common ways to attract new ideas are: promoting the campus through relevant student communities: the community is the place where the target audience users of the APP gather the most, and it is also the key to the rapid promotion of an app in the campus market. Campus promotion through campus KOL or campus KOC: Campus KOL or campus KOC refers to people who have certain influence and appeal in the university campus, such as the president of the student union, the head of the community, and various hipsters such as campus flowers and campus grass. Based on social platforms such as Weibo, WeChat and QQ, marketing content can reach students accurately. Campus WeChat official account: The campus WeChat official account can be said to be a type of WeChat public platform ecology. Through the official account of campus WeChat, students in the target school can be targeted more accurately. Through the headline tweet of the official account of WeChat, the promotion planning on the campus media line can attract the attention of college students, correctly guide users to download the app, and finally realize the transformation. Offline campus advertising: combine the target student user groups with the more concentrated locations in the online scene, put campus advertisements and promote the campus. For example, restaurant table stickers or photo frame advertisements, dormitory photo frame advertisements, publicity column posters, fence advertisements, etc. Promote it on campus through Cpa/Cps task. Generally speaking, promoting app in the campus market through this form is a common form of campus promotion for APP manufacturers, but the cost is relatively high. Campus promotion through campus activities: According to the campus promotion scheme of APP, organizing activities on the campus of colleges and universities is a relatively simple and direct way of campus promotion, attracting a large number of college students to participate in activities, guiding users to download directly and realizing transformation. Thirdly, the retention of users in campus promotion is the most critical point in the process of APP promotion. User retention actually reflects the conversion rate of campus promotion, that is, the process from unstable users drained in the early stage of campus promotion to stable users and users with high activity and loyalty. With the continuous growth of users brought by campus promotion, the key work of this link is to maintain users, reduce the loss of users brought by campus promotion, and enhance user stickiness. 1. Retention of campus promotion User retention during campus promotion refers to the situation that new users open the APP at different times within a certain period of time after campus promotion. From the user's retention rate, we can see the attractiveness of our APP to users. Statistical analysis of user stickiness must be adhered to for a long time. When APP is promoted on campus, we must pay special attention to user retention rate, three-day retention rate, seven-day retention rate, 14-day retention rate, monthly retention rate and other data retained by users. The data information of user retention rate can reflect the situation of user loss in different time periods. According to the analysis of these data information, we can quickly find out the reasons for the loss of users in campus promotion. Retain the next day: because most of them are newly registered users, the user loss will be more serious. Therefore, when promoting the campus, it is necessary to analyze the reasons for the user loss by combining the introduction of APP novices and the source channels of newly registered users. Zhou Liushou: After a week's time, users generally experienced a more detailed APP operation process. If the user can stay after a week's time, there is a high probability of becoming a loyal user of the APP. If the user churn is serious, we need to find out the problem of user churn from the APP platform itself. Monthly retention: this link can best reflect the retention of users. After a period of one month, the users left at this time are generally loyal users of the APP, and they can rely on the APP to a certain extent. 2. How does campus promotion improve the user retention rate of APP? How to choose the channel of campus promotion and how to improve the transformation quality of campus promotion? The quality of users transformed through campus promotion is the most critical step to improve user retention. The time when new users try to experience the APP for the first time is the time range of serious user loss; Therefore, it is necessary to control the quality of users and choose campus promotion channels. Optimize the brand awareness of the APP platform. APP should do a good job in brand awareness when it is promoted on campus. In addition to paying attention to transformation, it is also necessary to maintain the brand image in the campus market and enhance the brand awareness during campus promotion. How do users download and use the APP? In addition to various forms of campus promotion, it is nothing more than the recommendation of classmates and friends, or the hot topic of this APP in the campus market or user social circle. The latter two factors are due to the high awareness of APP, so it is very important to establish brand awareness when APP is promoted on campus. Do a good job in guiding new users. APP should guide new users when promoting on campus, especially games, shopping, finance and other types of apps. When new users experience the APP for the first time, they have zero cognitive ability to the operation in the APP, so they need to help new users experience your APP better under the guidance of new users of the app. Fourth: User promotion after campus promotion refers to the activity of users in promoting APP, that is, increasing the number of active users. The number of active users is generally day, week and month. When we establish a stable relationship with users after campus promotion, we must improve the activity of users, and only users with high activity can form value for APP. There must be a reason for the low activity of APP users. It may be that the APP experience is poor, it may be that the APP has problems, and so on. In short, we should find the root cause according to reasonable data analysis, deal with hidden dangers in time, and improve the activity of users. How to improve the activity of users? Generally speaking, whether it is online or offline campus promotion, activities are a good way to improve user activity; The forms of activities need to be diversified as much as possible, and activities can be planned according to some important festival nodes or related network hotspots. You can also improve the user's activity according to regular activities. Fifth: revenue conversion When your APP has accumulated a group of loyal users in campus promotion and entered all normal operations, the user's traffic and final realization can be transformed, and your APP can begin to generate revenue realization. Provide value-added services of the platform, such as VIP, privileges, trading activities, etc. If the APP can make users sticky, users will naturally have consumer demand and buy relatively value-added services; With the help of integral mall, the transformation is carried out to complete the final realization; The conclusion is that when our APP is promoted in four aspects of campus, it must be supported by data, which can play a decisive role in some steps and decisions of campus promotion. APP needs at least a relatively stable statistical analysis method in the whole campus promotion process: for example, in the drainage and innovation of campus promotion, we must pay attention to the indicators of APP in campus promotion, such as the number of users' views, downloads, registrations and users; In the user retention link, we must pay attention to the user's next-day retention, three-day retention, seven-day retention, monthly retention and other conversion cycle times; In the user promotion link, it is necessary to monitor the user's activity, the frequency of opening and using the APP, online time and other activity data; In the part of revenue conversion, it is necessary to statistically analyze the behavior data such as the transaction payment rate of users in value-added services. In short, in the process of campus promotion, APP needs to optimize the planning scheme of APP in campus promotion according to the analysis of campus promotion data, so as to achieve the purpose of "drainage innovation-user retention-user promotion-income transformation" in campus promotion.