How to do soft text promotion for small programs

Hello, I answer your question from two directions, I hope it will help you!

First, how to promote soft text in small programs:

1, content-driven product. When a new product is put on the shelves, the applet 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. Write a popular science article or soft article to promote the products.

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

Second, how to promote small programs?

First, the offline entrance

Applet code and applet QR code

Spreading promotional code is the main way to get customers under the small program line. It is equivalent to "pushing". But for the marketing department, offline promotion code not only wins by quantity, but also correctly distinguishes the advantages and disadvantages of applet code and applet QR code, so as to maximize the benefits when promoting 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 channel customer acquisition and the performance evaluation of promoters.

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

Second, online entrance

A. Clever use of WeChat search portal

At present, the existing small program search portals are: the search box at the top of WeChat, small program search, and the discovery column "Search".

So how do you get more users through search? There are three technologies:

1.？ Take 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. Not suitable for complicated and difficult words, try to put the most critical and commonly used words before the name, not 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 applet description keywords

In the "Promotion" module of the applet background, at most 10 keywords can be configured. So how do you choose keywords?

In the initial stage, we can cross-contrast and screen the hot words in recent 1-3 months and set keywords through the index tools such as WeChat index and comprehensive Baidu index.

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

The selection method of keywords can learn from Baidu's delivery skills, but remember to combine the use of WeChat.

The sooner you register, the better.

The registration time of applets also affects the search results. The earlier the applet is registered, the higher the ranking.

Therefore, if you have a good idea, don't hesitate. It is also important to set an example first.

Search is an important decision for WeChat to build and improve the business ecology of small programs. I believe that the exploration of WeChat in the search field will be deeper and deeper in the future, and WeChat will also affect 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 a "search keyword advertisement", and then launched brand keywords, with direct service. In the future, the proportion of search will only increase.

B, nearby small program advertisements

Any company with an offline store can show its applet to all WeChat users' mobile phones within five kilometers of its store. Users can see it when they open WeChat. They can purchase services directly or navigate to the store through applets. The nearby applet is the key traffic portal for WeChat opening, especially in the catering and retail industries. At the same time, the nearby applet added an advertising channel, and the advertisement appeared in the third line of the nearby applet. Click to open the corresponding applet.

Third, the official account of WeChat

Wechat has lifted the restrictions on the association between WeChat official account and applet. A small program can be bound to 500 official WeChat accounts, and a single official WeChat account can be associated with three small programs with different themes. At the same time, the official WeChat account is also one of the richest applets, and developers can flexibly construct various connections between applets and official WeChat accounts according to their own needs. Associated display, custom menu setting entrance, WeChat official account tweet embedded applet entrance, directly open to customers, convenient and fast. The advertising space at the bottom of the official WeChat account is also officially open to applets, and applets can be widely promoted at the bottom of the official WeChat account directly.

Fourth, with the social attributes of WeChat,

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

How to use the social relationship in WeChat to detonate your own applet? You must know these four tricks.

1.？ Play around and cut money.

Gold reduction is an important link for e-commerce applets to break through the social ecology of WeChat, which has helped many e-commerce applets such as Mushroom Street, Pinduoduo and Toy Story to increase their profits.

Take the "fun" applet as an example. After the payment is successful in the applet, the bonus of the applet will be generated, and it can be collected after "inviting friends to collect it together".

In fact, to a certain extent, the reduction of funds is similar to the sharing of red envelopes between Meituan and Hungry. It can be shared with many WeChat friends or WeChat groups to promote fission growth, and the reduced card display of the fund is more attractive.

After receiving the cash withdrawal, the user will put it in the "My Voucher" of the card package and open the first-level entrance of the card package, so that the user can use the cash withdrawal the next time he goes to the applet for consumption and payment.

In addition to e-commerce, Starbucks, Zhou Heiya and other offline stores have also brought more customers to their stores by reducing payments. Therefore, e-commerce and shop applets should not miss this weapon.

2.？ Using shared gift certificates to form fission

Starbucks can use the small program "Star Talk" to send coffee exchange coupons and electronic star gift cards directly to friends on WeChat. This small program gift certificate makes social marketing very slippery.

This is also a model of other small programs, which combines the sharing of gift certificates with their offline products and uses the social relationship between WeChat and WeChat group to spread explosively.

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

3.？ Small program and H5 combination boxing

In less than a day, a charity event received more than 58 1 10,000 donations, and online received150.2 million donations.

Tencent Commonweal exploded its own small program through an H5.

This also gives us a new idea, that is, detonating activities through H5, and then precipitating users with small programs, so that good ideas can be reused and re-illuminated through new forms.

4. Template message

Template message is a push generated by WeChat applet to every user inside WeChat, which 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.

Verb (abbreviation of verb) third-party promotion

A, applet store & official account of WeChat

Put 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 importing traffic from media platforms such as WeChat through tweets, we should pay attention to the objectivity of copywriting and the quality of soft texts. Finding media fans and target users of small programs with high sexual characteristics is also the key to promotion.

C, operating company promotion

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 users are not necessarily the target users of small programs. If the product itself has problems, the retention of users in small programs will not be high.

Sixth, paid promotion.

Most of the above are some "no money" promotion techniques. The next thing I want to sum up is how to spend the least money to achieve the maximum advertising effect.

1.？ Search portal official advertising space.

As early as mid-June, WeChat launched the first wave of "small program search advertisement" grayscale test.

As long as you search Pinduoduo, Ctrip, Tongcheng and other advertisers' applet names or corresponding keywords, you can see their advertisements in the first place in the search results.

Recently, this portal seems to have quietly disappeared, but you can still see the top ranking of related applets by searching for keywords. It can be seen that WeChat has been constantly trying the entrance of small program advertisements, and we will continue to observe together.

2.？ Small program advertisements nearby

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

Similarly, an "Advertisement" button will appear below. Small program advertisements nearby are more suitable for shops and service small programs.

3.？ Wallet entrance advertisement, WeChat card voucher diversion

At present, only companies with deep cooperation have settled in the nine squares of WeChat wallet. What if I can't get the advertising space?

Then use the WeChat card coupon, which is also a first-level entrance, to guide the store applet.

4. WeChat official account advertising paid promotion.

At present, advertisers can create new "text advertisements" in the background, linking CPC advertisements in WeChat official account articles with products in small programs.

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

Of course, when choosing the official WeChat account, we should also combine our own product attributes. It is suggested that a small-scale test can be carried out first, and then a large-scale launch can be carried out according to the test results.

Finally, the applets used by users have higher display priority in the search bar or nearby applets, and users can open your applets in various ways, 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. By searching related keywords, the advertiser's brand will be displayed first. APPlets will save 98 million entities in the post-App era. Advertising on wechat is a matter of burning money, and the effect is good If the budget is sufficient, you can try it. Paid promotion is the most direct, and you can see the effect in a short time.

Small program market

Whether you are a powerful advertiser or a developer who wants to promote small programs by yourself, you need to know the effect of this promotion in every promotion process. In addition to the necessary indicators such as how much has been added and how many transformations have been completed, the dimension needs to be subdivided into different scenarios.

When promoting small programs, you should understand that everyone's advantages are not advantages! Everyone has more than 60 traffic portals of small programs, and WeChat 1 100 million users. 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 yourself, finding your own advantages and amplifying it can you distance yourself from others on the track of the applet.