Hello, I answer your question from two directions, hoping to help you!

First, how to promote soft text in small programs:

1. Content drives products. When the applet puts a new product on the shelves, you can give this product a story, briefly introduce the design concept and inspiration source, form the unique meaning of the product and enrich the product connotation; The content of festivals or special solar terms drives the desire to buy, and write a popular science article or a soft article to promote products.

2. Soft-text promotion of information and forum applets requires you to use a small program with the function of "same city". This kind of small program focuses on the enjoyment of information. Like operating WeChat official account, you can regularly publish fresh information, industry operation cases, dry goods, etc. in the posting interface to exchange views, and achieve the purpose of soft-text promotion by retaining small program users.

second, how to promote applets?

First, the offline entrance

applet code & applet QR code

"Spreading" the promotion code is the main way to get customers offline. It is equivalent to "pushing". But for the marketing department, offline promotion code is not only to win by quantity, but also to correctly distinguish the advantages and disadvantages between small program code and small program QR code, so as to maximize the benefits when it is promoted according to local conditions. For managers, the most important thing is to set different parameters for each QR code, so as to realize the statistics of customer acquisition by channels and evaluate the performance of promoters.

For example, we can scan mobike next to it by WeChat, directly unlock it and ride away, or we can scan the QR code of the restaurant by WeChat to order a meal. Mobike applet and restaurant ordering applet didn't do any publicity for users, but the applet just appeared beside users when needed to solve their needs, and they became users of applets.

Second, online portal

A. Clever use of WeChat search portal

At present, the existing small program search portals include: WeChat top search box, small program search, and "search" in the discovery column

So how can we get more users through search? There are the following three skills:

1. Choosing an easy-to-find name

The name of the applet needs to be combined with its own product characteristics and the user's address habits for the services provided. It is not suitable for complicated and difficult words, so it is necessary to put the most critical and frequently used words in front of the name as far as possible, and it should not be too long. It can be named according to brand positioning, brand name, current hot spots and high-frequency keywords.

when the name has been registered, you can add iconic English letters before or after the name, such as "Meituan Takeaway+"and "Baidu Takeaway Lite".

2. Optimize the description keywords of the applet

The "promotion" module in the applet background can be configured with up to 1 keywords. So how do you choose keywords?

In the early stage, we can cross-contrast and screen the popular words in the past 1-3 months through the index tools such as WeChat index and comprehensive Baidu index to set keywords.

In addition, we can persist in statistical analysis of existing users' search habits, combine hot information, and make good use of the opportunity of modifying three times a month to continuously optimize keywords.

The method of keyword selection can learn from Baidu's delivery skills, but remember to combine it with the usage situation of WeChat.

3. The earlier you register, the better

The registration time of applets also has an impact on the search results. The earlier the applet is registered, the higher the ranking.

So, if you have a good idea, you must not hesitate. It is also important to take the lead.

search is an important decision for wechat to build and improve the business ecology of applets. I believe that the exploration of wechat in the search field will be deeper and deeper in the future, and wechat will also influence the search results according to the service quality, usage and keyword relevance of applets. In order to prevent the new applet from being affected by this, in June, the applet launched the "search keyword advertisement" and then launched the brand keywords, and the service was direct. In the future, the proportion of search will only increase.

B. Advertisement of small programs nearby

Any enterprise with an offline physical store can display its small programs on all WeChat users' mobile phones within five kilometers of its store. Users can see them when they open WeChat, and they can directly purchase services or navigate to the store through small programs. The nearby applet is the key traffic portal for WeChat opening, especially for catering and retail industry. At the same time, the nearby applet has added an advertising channel, and the advertisement appears in the third line of the nearby applet. Click to open the corresponding applet.

third, WeChat official account

wechat has released the restrictions on WeChat official account's associated applets. One applet can bind 5 WeChat official account, and a single WeChat official account can associate three applets with different subjects. At the same time, WeChat official account is also one of the most abundant applets, and developers can flexibly build various connections between applets and WeChat official account according to their own needs. Associated display, custom menu setting entrance, WeChat official account tweet embedded applet entrance, directly open for customers to use, convenient and fast. The advertising space at the bottom of WeChat official account is also officially opened to applets, and applets can be directly paid to be widely promoted at the bottom of WeChat official account.

Fourth, with the help of the social attributes of WeChat

If you want to become an explosive applet, you must not ignore the use of social communication.

how to make good use of social relationships in wechat to detonate your own applet? You must know these four tricks.

1.?

Li Jian Jin is an important part of e-commerce applets' breaking ground in the social ecology of WeChat, which has helped many e-commerce applets such as Mushroom Street, Pinduoduo and Toy Story to improve their profits.

Take the "Fun Story" applet as an example. After the payment is successful in the applet, it will generate a bonus for the applet, which can be collected immediately after "inviting friends to collect it together".

In fact, to some extent, Li Jianjin is similar to Mei Tuan and Hungry Sharing Red Envelopes. It can be shared with many WeChat friends or WeChat groups to promote fission growth, and the card display of Li Jianjin is more attractive.

after the user receives the withdrawal money, it will be put into the "My Voucher" of the card package, which opens the first-level entrance of the card package, and the user can use the withdrawal money the next time he goes to the small program for consumption and payment.

in addition to e-commerce, Starbucks, Zhou Heiya and other offline stores have also used the reduced payment to bring more customers to their stores. Therefore, e-commerce and store applets should not miss this weapon.

2.? Using the sharing gift certificate to form a fission

Starbucks can send coffee exchange coupons and electronic star gift cards to friends directly on WeChat by using the small program "Say with Stars", which makes social marketing very slippery.

This is also instructive for other small programs. It combines sharing gift certificates with its offline products, and uses the social relationship between WeChat and WeChat group to spread explosively.

In addition, there is a special gift-giving applet that makes this method work, which is also a case worth learning.

3.? The combination of applet and H5

In less than one day, a charity event received more than 5.81 million donations and more than 15.2 million donations on the Internet.

Tencent Commonweal passed an H5, and it exploded its own applet.

This also gives us a new idea, which is to detonate the activity through H5, and then precipitate the users with small programs, so that good ideas can be reused and re-glowed through new forms.

4. Template message

Template message is a push generated by WeChat applet to each user within WeChat, and it has a very wide range of application scenarios for any type of applet. Content classes can use it to prompt updates, e-commerce classes can use it to prompt promotions or unpaid payments, and tool classes can use it to prompt the completion of daily goals. Every push is to let users gradually form a dependence on applets.

V. Third Party Promotion

A. The applet store & WeChat official account

puts the applet into a third party applet store for publicity by paying or other means, and Party B will promote the applet to the front page or front row according to specific rules.

b, new media soft text

When traffic is imported from WeChat and other media platforms through tweets, attention should be paid to the objectivity of the copy and the quality of the soft text. Finding media fans and target users of applets with high sexual characteristics is also the key to promotion.

C. Promotion of the operating company

Entrust the applet to the operating company, and then forward it in thousands of WeChat communities under the operating company to promote a large number of activations. The advantage of this method is that it can get quick results, but the disadvantage is that all the users are not necessarily the target users of the applet, and if the product itself has problems, the retention of users in the applet will not be high.

VI. Paid promotion

Most of the above are "free" promotion techniques, and the next thing I want to sum up for you is how to spend the least money to achieve the maximum advertising effect.

1.? The official advertising space of the search portal

As early as mid-June, WeChat started the first gray scale test of "applet search advertising".

As long as you search the names of small programs of advertisers such as Pinduoduo, Ctrip and Tongcheng, or the corresponding keywords, you will see their advertisements at the top of the search results.

Recently, this portal seems to have disappeared quietly, but the search keywords can still see the top ranking of related applets. It can be seen that WeChat has been trying to advertise applets. Let's continue to observe.

2.? Advertisements for nearby applets

Open "nearby applets", and the third place is the advertiser.

similarly, an "advertisement" button will appear below. Small program advertisements nearby are more suitable for stores and service small programs.

3.? Wallet entrance advertisement, WeChat card voucher diversion

At present, only companies with deep cooperation have settled in. What should we do if we can't get the advertising space?

then, we will divert the store applet through the WeChat card voucher which is also a first-class entrance.

4. Paid advertising promotion in WeChat official account

At present, advertisers can create new "in-text advertisements" in the background to connect CPC advertisements in WeChat official account's articles with products in applets.

Even if you don't have WeChat official account, you can sell your products to other fans in WeChat official account by placing an "WeChat official account article advertisement".

Of course, when you choose WeChat official account for launch, you need to combine it with your own product attributes. It is suggested that you can conduct a small-scale test first, and then launch it on a large scale according to the test results.

Finally, applets used by users have higher display priority in the search bar and nearby applets, so users can open your applets through various means such as WeChat group and offline QR code.

At present, small program advertisements, small game advertisements and friends circle advertisements all support small program delivery. Five paid advertisements have been supported, and the advertisers' brands will be displayed first by searching for related keywords. The applet will save 98 million entities in the post-APP era. Advertising on WeChat is a matter of burning money, and its effect is good. If the budget is sufficient, you can try it. The paid promotion is the most direct, and you can see the effect in a short time.

Small program market

Whether you are a strong advertiser or a developer who wants to promote small programs on your own, you need to know the effect of this promotion in every promotion process. In addition to the indispensable indicators such as how many additions have been made and how many transformations have been completed, dimensions need to be subdivided into different scenarios.

When promoting small programs, we should understand that everyone has advantages, but they are not advantages! Everyone has more than 6 traffic portals of small programs and 1 billion users of WeChat. Since everyone has the same starting point, how can we widen the gap? In fact, the applet is just a traffic channel, not a "panacea"-only by starting from itself, finding its own advantages and amplifying it, can we distance ourselves from others on the applet track.