At that time, my task was only to increase the download volume, which was to make the data on each app store look OK, and the set goal was to have a cumulative download volume of more than 100,000 (I really can't remember how long it took, it should be a few Weeks), anyway, time is tight and tasks are heavy.
As mentioned above, operators should be both rational and emotional. This is the time to be rational, to calm down and think about the situation I am currently facing, so I asked myself a few questions:
Should I focus on toB or 2C promotion?
What resources do I have now?
What is the most urgent thing for me right now?
First of all, judging from the current situation, 2B publicity is basically useless, the decision-making chain and decision-making time are too long, and it is not something I can leverage alone; secondly, the most valuable resources I have now are the ones that have been downloaded and used. Feedback information uploaded by users; finally, there are two most country email list urgent things, one is to organize user feedback, and the other is to let everyone know or be able to search for us in Baidu.
Based on the above analysis, what I will do in the next few weeks is to entrust the company's official account operator to write an introduction article for this product in our department, and post it in the official account and also on some Tieba forums, especially I forwarded the article to some well-known tool forums.
At the same time, in response to user feedback information, I add users who have left personal QQ to communicate with them one by one (this is the emotional side of operators), understand their needs, improve products, and let them help promote it, and I promise that it will be free of charge. Give them access for a few months.
Basically, through these two methods, propaganda broadcasting + word-of-mouth communication, and user fission, we have achieved a cumulative download volume of 50W+ in a few weeks.
At present, this product has already been taken off the shelf, because all VPNs were required to be taken off the shelf a few years ago, and then we did 2B maintenance for a period of time, but most of our B-end users use the Windows version and it is ok, so Later, the app on this mobile phone was no longer maintained.
Second, the operation process analysis
1. The importance of positioning
I believe everyone will agree with this point. Whether it is product managers or operators, we must accurately position products and users.
That is to say, first of all, we must know what our products are for, and secondly, who is used for them, that is, for whom our products are used to solve what problems under what circumstances. This must be clear, which is equivalent to our guidelines, the core of the product. Once we have positioned ourselves well, we will have phased goals, and with goals we will be able to operate in a more targeted manner.
Just like the example of the steamed buns I mentioned at the beginning, if we randomly inspect one or two steamed buns and think that their home is very popular, so we make our own steamed buns completely according to their model and dishes, then it is very likely that you will get counterproductive results.
A reasonable approach is to make comprehensive considerations in combination with region, average passenger flow, core users, etc., so as to ensure that you operate your bun shop more accurately.
2. The importance of leverage
People who speculate in stocks must be familiar with the word leverage. A simple understanding of leverage is to be small and big, that is, how to make a fortune.
Many times, as an operator, in the face of insufficient funds and insufficient resources, we try to obtain the maximum benefits as much as possible, just like the example I mentioned above. So what should we do, how should we use leverage thinking to find the fulcrum and move the earth?
For example, Kuaishou, who cooperated with the Spring Festival Gala in 2020, if you participated in the Kuaishou event, you must remember that there were two national upsurges before and after the Spring Festival Gala. One was that Kuaishou held a red envelope opening event around mid-January. The way to play is to invite friends. To help you open the red envelopes, you can withdraw your money directly if you collect enough 100 (some people are 66), the probability of success is quite high, I used a few hours to successfully reflect 100 yuan.