如何运营推广一款全新的app？上线前、后该做哪些事？

在谈一款app运营之前，有必要先梳理清楚一款新app是如何诞生：

1曾几何时，有了一个idea；

2需求梳理、沟通、分析，勾画产品设计草图（产品经理根据沟通、交流、分析结果制作出产品功能脑图）；

3绘制产品原型图（①全局流的图，方便后期与程序猿对接；②产品业务流程的泳道图，根据项目具体要求；③简单交互的原型，工具：axure，墨刀等）；

4UI设计、验收；

5项目规划（①细化需求；②技术方案；③项目管理：项目排期、任务分解）；

6产品开发；

7交付测试、验收合格、上线；

8运营推广。

（app推广框架图）

APP大环境：  

      据不完全统计每天有上千款app诞生，意味着每分钟左右就一款新的app诞生，且大部分app的生命周期未扛过三个月。相信很多cp们都有同感，app的推广变得越来越难了。究其原因，打开任意一个应用商店不难发现应用类app同质化太严重了，提供同样功能同种服务的app不胜枚举。比如相机：快手，美颜相机，相机360，天天p图，玩图，美人相机，美妆相机等等好几百种，而且好多名字还相似。大环境如此严峻，那么作为产品运营人员该怎么办呢？

一、产品上线前

一个新app上线前我们该做哪些事呢？

1理清自家产品的每一个小细节，试问如果你自己都不清楚将来怎么去跟别人讲清楚。

2了解产品定位，我们的产品是什么，有哪些功能？产品受众有哪些，在哪里？我们的产品可以解决用户在什么情况下的什么问题？为用户提供什么服务？其实你弄明白了这四个问题，你也就发现了产品的宣传推广点在哪，你后期推广的方向也就有了。

3竞品调研分析，你得去了解市场上和你同类app有哪些？了解竞品ios和android端的下载情况、流量。了解竞品做了哪些热词？可以用APPying搜索竞品自身品牌词的热度，以及这些词是否上过热搜榜。看看竞争对手在推广上有什么值得借鉴的地方。

4做好产品的详细描述图文，包括产品描述文案，产品的截图，关键词，一句话描述等。最好还准备一些数据分析模板，包括app的留存，活跃度，新增用户，各渠道推广效果等。

5开通app的官方微博和微信公众号，这个很重要，微博和微信是大众化的产品，基本上智能机上都装有。

开通这两个官方媒体几个好处：

第一、当产品上线后，用户了解到app词条可以很轻松的通过微博或公号关注你和你互动，信息反馈。而且好微博或公号内容还容易引起用户转发，扩大宣传。

第二、这两个官方媒体会成为后期做活动营销推广的重要渠道，因为这里能培养一批忠实用户，而且往往是种子用户的来源。

6建立百度、搜狗等百科词条，知识问答。当然这个也非常重要，因为在app刚上线初期，网上关于你app描述基本上是一片空白，建立app百科，将会成为用户了解你产品的一个重要渠道，同时，后期做品牌营销的话，也能为你引来更多的潜在用户。

在建立百科时一定要条理清晰，语言通俗易懂，因为你app面对可能是不同文化阶层的大众。同时应该配上app清晰的截图。千万别小看百科，这里技术含量很高，国内一些app百科写的确实烂，有些写的太专业，没从用户角度出发；有些修饰辞藻堆砌显得很啰嗦，让人看下来一头雾水。

百科最核心的东西就是：图文并茂地告诉用户，我的产品用了什么功能满足什么用户在什么场景下的需求。

7申请各大应用市场开发者账号，整理各大市场首发要求的文件。由于许多应用商店对新上线的app设有新品推荐栏目，所以你的去了解他们推荐的的规则。

8根据以上的准备制定一个推广计划，最好是先策划好几个活动，因为后期宣传推广比较忙怕没时间。

前期准备工作纷繁复杂，当然我例举也只是其中一部分，不同的app准备会有不同。CP们可以根据自己产品定位做相应的调整。

二、产品上线后

app上线后的推广，这里我把推广渠道分为四大类：线上、线下、自媒体和综合渠道。

线上推广

1上线各大android平台和app store，现在各大安卓市场都有活动，而且都是免费的，可以去申请。联想、小米、华为、机锋、搜狗每周都有专题。如果你的产品打磨的非常好还可以免费获得新品推荐：像应用宝、小米、360、华为新品推荐，魅族的尝鲜榜，联想乐商店的新鲜热辣，百度的金熊掌奖，豌豆荚设计奖等等。这些资源都不错，都可以去尝试。

2刷榜冲榜，刷榜价格比较高，国内榜top25名价格在每天1万左右。但即使这样刷榜在国内还是非常受欢迎，尤其是appstore，毕竟绝大部iphone用户都会去appstore下载app，而且ios榜现阶段除了花钱冲榜，或有重大新闻使得用户主动在app store去搜索下载，否则一般app基本不可能上热搜榜。

这里简单介绍一下现在比较火的微信积分墙，“微信积分墙”相对于传统积分墙最大的区别是载体不同，它是以微信公众号为载体,在公众号内嵌入积分墙代码,微信用户通过完成积分墙各种广告任务获得奖励。

 “微信积分墙”的基本流程可以总结为“关注公众号”-“完成新手任务(绑定微信号、苹果账号和手机ID等信息)”—“进行下载任务”—“获得奖励“这一系列的操作并不算太复杂,基本上在三分钟之内就可以完成一个游戏或应用的下载并拿到相应的积分或奖励,这个无疑降低了用户的时间成本。而且用户获取内容的成本也比以前降低不少,用户不需要再单独下一个App,在微信里面就可以完成任务并兑换奖励。

从广告主层面看,微信积分墙则可以减少刷量行为的产生,提高数据的真实性。微信在注册的时候就严格限定与手机号绑定,增加了“刷客”们的成本,而且在之后一系列关注公众号等人工操作,更大程度上屏蔽恶意刷量,从而保证了数据的真实性。

3新闻推广，一种效果不错的推广手段，能在极短时间内使产品获得大量曝光，得花一点预算，撰写一篇新闻稿，注意文章标题一定要够吸引眼球，同时发布到多个主流新闻门户网站上，造势，给人一种这款产品很火的感觉。

4换量，主要谈一下app之间的置换。换量的具体形式有内容合作，开屏广告、弹窗、焦点图、应用内推荐等。

建议：①在评估要不要换量时你需要考虑两者的用户是否一致，是否有竞争关系，对方品牌形象等。②在换量时不要拘泥于等量或同时换量，而应注重双方的资源价值是否基本对等。③资源好点的CP们多帮助资源有限的小伙伴，要相信，最终都会达到互利互惠的效果。

线下推广

1地推，地推最大的优势就是让我们的潜在客户遇到，而不是仅仅看到。当地推人员将自己产品信息亲自送到群众手里的时候，人们更加容易记住。

很多人觉得地推费时费力费钱，觉得没必要，其实不然，地推对前期口碑宣传非常重要。地推是最能与精准用户直接沟通推广方式之一，能让潜在用户对你的产品产生信任感。而且在地推的过程中很容易就能发现自己产品哪些方面还需改进以提高用户体验。

方法论：①地推派送的小礼物印上产品的logo或产品介绍的二维码，地推人员穿印有产品logo的T恤；②公交车站放一把印有产品logo的太阳伞宣传效果是不是很好，公交车wifiapp下载；

③老用户拉新或奖励;

④ 口碑营销等等

注意事项：推广时注意场景，什么意思呢？就是你最好能在用户最需要你产品的场景下去推广，甚至让用户觉得非用你产品不可。举个栗子，某一天你下班要回家时，外面下着大雨，打不到出租车，这时如果有个人开着车来到你公司门口，说“我是滴滴、神州的司机，愿意送你回家，而且还比出租车便宜“。那你是不是非常愿意坐，是不是可能还会把这事跟你朋友说。

2 手机厂商预装，大厂商：华为、酷派、联想、oppo、Vivo、小米、魅族、中兴、三星。中小厂商基本以深圳的中小厂商为主，亿通、邦华、朵唯，这些品牌手机可能大家很少出过，因为他们的渠道厂商和上面的特点不一样，他们都是在四线的城市以下建立渠道。而且他们的销售方法也是不一样的，他们不是通过打广告，他们主要是给销售人员高提成的方式在销售。

方法论：       大品牌厂商预装量越大，相对谈判难度就越大，用户起量周期也比较长。刚开始最好拿他们不是很旗舰机型的项目去谈，在过程当中建立关系，然后覆盖整个产品链。

对于手机厂商预装，只要有钱，一次预装几十万甚至上百万都不是问题。

3刷机，与手机专卖店合作等 

新媒体推广

1微博推广，很重要的渠道，因为平均每天超过8000万人在刷微博，如果在微博发现一个好玩的app，可能顺手就下载了，所以微博宣传推广做的好，会有不错的效果。微博宣传推广的关键点就落在文案内容撰写上了。

方法论：① 将产品拟人化，以讲故事的形式输出，构建场景，展现app功能（看看杜蕾斯）；

② 载体形式可以是也可以是视频，或视频下面附上下载链接(这里有些人会设置自动跳转到下载商店，可能下载量有提升，但用户精准度，留存度也是你需要考虑的，所以究竟要不要设置自动跳转你可以做个对比)。

如何推广微博文案：

① 关注业内相关微博账号，保持互动，提高曝光度；

② 借助热点事件、热点人物，借势营销推广；③ 策划活动：有奖转发，花钱请大号转发；④ 微博九宫格或空间九宫格，产品曝光还不错，价格也不贵；⑤ 其他渠道配合宣传推广。

2贴吧论坛发帖，找20-30个权重高的论坛发帖，做好帖子的维护并及时回答用户提问，定期收集用户反馈的信息建议。

方法论：① 帖子一定要做精华帖，帖子不在多，而在精，精华帖能长期出现该社区的前面，才能获得最理想的效果；② 雇水军盲目乱发不如重复跟同一个帖效果好，帖子千万不要以广告的形式，硬广没人看，也没人会跟帖；③ 有资源，有条件，联系论坛或贴吧管理员做相关活动推广。

3微信、qq及公众号推广，与微博、论坛推广差不多，特别适合做冷启动，前期耕耘，后期收获。如果前期积累相当数量的粉丝，产品上线后同时发文引爆，效果与粉丝数量和文章质量有关。

4PR推广，互联网时代人人都是信息内容的传播者、导流者，无论微博Kol、微信公众号、媒体网站的专栏或各大社交网站，去研究如何利用这些平台来讲述一个好的品牌的故事，当然这些平台也会是用户对品牌产生UGC的最好渠道。

方法论：①创始人背后不为人知的故事，创始人心酸历史，产品的故事，品牌故事②故事反复打磨，但不能包装过度，抓住用户痛点，引起用户共鸣。

综合渠道

适合拿到风投的CP们。能快速使产品曝光，占领市场，有利于品牌的建立。

1电视广告与网络广告配合

具体形式：① 明星代言与网络广告（搜索引擎、广告联盟、导航广告、超级广告平台等）配合；

② 综艺节目赞助或电视植入与网络广告（搜索引擎、广告联盟、导航广告、超级广告平台 等）配合。

2户外广告与网络广告配合

具体形式：① 楼宇电梯广告与网络广告配合② 公交车站广告与网络广告配合③ 公交车身广告与网络广告配合

3社会化广告与BD联盟广告配合

具体形式：微信、微信公众号、微博及社群与BD联盟（协会联盟、校园联盟、同业联盟、异业联盟、媒体联盟、社群联盟等）配合

4多个（＞3）渠道配合

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附被拒理由原文：

We noticed that your app requires users to register with personal information to access non account-based features Apps cannot require user registration prior to allowing access to app content and features that are not associated specifically to the user

Specifically, your app forces users to login before they can read the news

We features that your app requires users to register or log in, prior to accessing non account-based features Apps cannot require user registration or login prior to allowing access to app content and features that are not associated specifically to the user

Next Steps

User registration that requires the sharing of personal information must be optional or tied to account-specific functionality Additionally, the requested information must be relevant to the features

iPhone程序必须不经修改就能以iPhone分辨率和2倍iPhone 3GS的分辨率在iPad上运行。即使你的App 只为 iPhone 用户提供，在 iPad 上也必须能够正常显示，否则审核会被拒绝。

附被拒理由原文：

We noticed that your app did not run at iPhone resolution when reviewed on iPad running iOS 91, which is a violation of the App Store Review Guidelines We’ve attached screenshot(s) for your reference

Specifically, the buttons at the bottom of the app are inaccessible when running on iPad

Next Steps

Please revise your app to ensure it runs at iPhone resolution on iPad

对于视频、音乐、图书类的应用很容易因为这一条而被拒。另外 ASO100com 建议应用内最好不要出现第三方的商标，例如运营商的Logo、影视公司的 Logo 等。

附被拒理由原文一：

We found that your app allows users to download music without authorization from the relevant third-party sources

We’ve attached screenshot(s) for your reference

Next Steps

Please provide documentary evidence of your rights to allow music or video content download from third-party sources If you do not have the requested permissions, please remove the music or video download functionality from your app

附被拒理由原文二：

Your app includes content or features that resemble a well-known, third-party mark, Fox We’ve attached screenshot for your reference

Pursuant to your agreement with Apple, you represent and warrant that your application does not infringe the rights of another party, and that you are responsible for any liability to Apple because of a claim that your application infringes another party’s rights Moreover, we may reject or remove your application for any reason, at our sole discretion

Accordingly, please provide documentary evidence of rights to use this content Once Legal has reviewed your documentation and confirms its validity, we will proceed with the review of your app

在应用截图、名称、描述等任何地方出现例如诸如 牛逼、绿茶婊、无节操、逗比 等词汇，都会被苹果审核拒绝。

附被拒理由原文：

We found that your app contains content that many audiences would find objectionable, which is not in compliance with the App Store Review Guidelines

Specifically, we noticed your app name 打飞机-简单粗暴 is objectionable

We encourage you to review your app content and evaluate whether you can modify the content to bring it into compliance with the Guidelines

不要过度谦虚地在启动画面或者应用名称上加上”beta”字样，苹果不允许测试版产品上架。

附被拒理由原文：

Your app appears to be a pre-release, test, or trial version with a limited feature set Apps that are created for demonstration or trial purposes are not appropriate for the App Store and do not comply with the App Store Review Guidelines

To ensure compliance with the App Store Review Guidelines, it would be appropriate to revise your app to complete, remove, or fully configure any partially implemented feature(s)

If you would like to conduct beta trial for your app, you may wish to review the TestFlight Beta Testing Guide

如果应用包含注册功能，注册页面必须提供隐私说明协议按钮或者链接。另外在 iTunes connect 提交新版本的时候，Privacy Policy URL 必须要填写。

附被拒理由原文：

We noticed that your app includes account registration or access to users’ existing accounts but does not include a privacy policy, which does not comply with the App Store Review Guidelines

Please update your app metadata to include a privacy policy and ensure that the privacy policy URL you provide directs the user to the intended destination

审核期间出现崩溃会导致审核被拒。ASO100com 建议，在审核期间务必保证服务器稳定，避免审核人员审核时出现内容加载失败的情况，导致被拒。

附被拒理由原文：

We discovered one or more bugs in your app when reviewed on iPhone running iOS 812 on both Wi-Fi and cellular networks

Specifically, no content is fetched when users launch the appPlease see the attached screenshot/s for more information

It would be appropriate to revise such issue(s) in your application

Next Steps

Please run your app on a device to identify the issue(s), then revise and resubmit your app for review

如果应用的描述或截图介绍的功能在审核期间没有体现，则会被拒绝，如果介绍文案不够详细也会有一定概率被拒。

附被拒理由原文：

We found that your app did not achieve the core functionality described in your marketing materials or release notes, as required by the App Store Review Guidelines

Specifically, your app does not include the feature of 微信朋友圈分享 that is written in your release note

It would be appropriate to revise your app to ensure this feature is fully implemented or to revise your Application Description, Release Notes, and/or screenshots to remove this content

除特殊情况，苹果明令禁止应用内推荐其他APP。

附被拒理由原文：

The 应用推荐 feature in your app displays or promotes third-party apps, which violates the App Store Review Guidelines We’ve attached screenshot(s) for your reference

Next Steps

Please remove the 应用推荐 feature from your app

如果你的应用中，包含不真实的系统检测或优化功能，苹果会认为这项功能有误导用户的嫌疑，审核时会被拒绝。

附被拒理由原文：

We noticed that your app provides potentially inaccurate diagnostic functionality for iOS devices to the user

We’ve attached screenshot(s) for your reference

Next Steps

Currently, there is no publicly available infrastructure to support iOS diagnostic analysis Therefore your app may report inaccurate information which could mislead or confuse your users We encourage you to review your app concept and incorporate different content and features that are in compliance with the App Store Review Guidelines

如果你提交的新版本应用与上一版相比，功能上变化过大，比如将游戏升级为工具类应用，或在新版本中完全改掉前一版产品的功能，则会被苹果拒绝。

附被拒理由原文：

We found that your app did not achieve the core functionality described in your marketing materials or release notes, as required by the App Store Review Guidelines

Specifically, the app has a whole content swap from a Game app to a Mobile Data Tracking app, which does not provide a good user experience when updating the app

It would be appropriate to revise your app to ensure this feature is fully implemented or to revise your Application Description, Release Notes, and/or screenshots to remove this content

If your iTunes Connect Application State is Rejected, a new binary will be required Make the desired metadata changes when you upload the new binary

应用程序必须遵守上线地区的法律法规，禁止含有赌博、色情、有偿陪伴等违反法律的内容，尤其为用户提供付费社交服务的APP，例如在线直播类APP，必须严格遵守相关规定。

附被拒理由原文：

Your app contains content – or facilitates, enables, and encourages an activity – that is not legal in all of the locations where the app is available Specifically, your app is advertised as a platform to provide paid companionship services

We’ve attached screenshot(s) for your reference

Next Steps

We encourage you to review your app concept and incorporate different content and features that are in compliance with the App Store Review Guidelines

针对理财、P2P等金融相关产品，苹果增加规定

开发者的名字必须与APP内的金融机构名字保持一致，否则会被拒。

且由同一品牌的金融机构提供服务的APP，必须发布在同一个开发者账号跟名称下。

如果你已经代表委托人或者公司发布了这些APP，你的委托人或者公司应该注册iOS开发者账号，并把你添加到他们的开发者账号里，这样你就可以在他们账号下面提交并发布APP了。

附被拒理由原文：

We found that the Seller and/or Artist names associated with your app do not reflect the name of the financial institution in the app and/or its name and metadata

To be appropriate for the App Store, your app must be published under a Seller name and Artist name that reflects the financial institution brand, as required by the iOS Developer Program License Agreement

Section 12:

“You” and “Your” means and refers to the person(s) or legal entity (whether the company, organization, educational institution, or governmental agency, instrumentality, or department) using the Apple Software or otherwise exercising rights under this Agreement For the sake of clarity, You may authorize contractors to develop Applications on Your behalf, but any such Applications must be submitted under Your developer account

If you have published these apps on behalf of a client, it would be appropriate for your client to enroll in the iOS Developer Program, then add you to their development team so you can develop an app for them to submit under their developer account

应用内的功能不能太过单一，苹果虽然理念中提倡“简单”，但并不代表能接受功能不够完善的应用，他们对应用的核心要求，是希望能够给用户更有价值的体验。当然，如果你的产品太有创意，可能苹果的审核员没能理解它的独到之处，这样的情况下，你可以通过申诉来更详细的描述产品优势，以便通过审核。

附被拒理由原文：

We found that your app only provides a very limited set of features It only provides an augmented reality reader mechanism with no other functionality While we value simplicity, we consider simplicity to be uncomplicated – not limited in features and functionality

We understand that there are no hard and fast rules to define useful or entertaining, but Apple and Apple customers expect apps to provide a really great user experience Apps should provide valuable utility or entertainment, draw people in by offering compelling capabilities or content, or enable people to do something they couldn’t do before or in a way they couldn’t do it before

We encourage you to review your app concept and evaluate whether you can incorporate additional content and features to be in compliance with the Guidelines For information on the basics of creating great apps, watch the video The Ingredients of Great AppsIf you feel we didn’t understand the features of your app, or that we missed key functionality, and your app was incorrectly rejected, you may appeal to the App Review Board

目前，开发者在开发小程序过程中，主要遇到以下几个问题：

1、小程序发布大小超限

微信官方限制小程序的发布代码不能超过 1MB，而在实际开发过程中，一般的小程序难d免会有等富媒体文件，而这些富媒体文件会占用大量的存储空间，最终导致整个上传的程序包超过限制。因此，开发者需要将代码端自带的富媒体数据上传到云端进行存储，让小程序做到真正的「小」。

2、存储空间不足

对于支持 UGC 的小程序，用户每天都会产生大量的交互数据，自有存储服务器容量不足，因此产生了存储海量数据的版需求。

3、文件加载速度慢

对于含有大量富媒体数据的小程序，客户端使用起来等文件加载速度慢，用户抱怨小程序使用体验差权，因此产生了数据网络加速的需求。

扩展

微信是腾讯公司于2011年1月21日推出的一款通过网络快速发送语音短信、视频、和文字，支持多人群聊的手机聊天软件。用户可以通过微信与好友进行形式上更加丰富的类似于短信、彩信等方式的联系。微信软件本身完全免费，使用任何功能都不会收取费用，微信时产生的上网流量费由网络运营商收取。

功能特点

1、支持发送语音短信、视频、（包括静/动态表情）和文字

2、支持多人群聊；

3、支持查看所在位置附近使用微信的人；

5、摇一摇功能结识世界各地的朋友；

4、支持腾讯微博、QQ邮箱、漂流瓶、语音记事本、QQ离线消息等功能；

5、支持视频聊天；

6、支持电脑网页登录；

7、把照片分享到朋友圈，可与好友进行互动；

8、热点新闻资讯；

9、随时随地收/写QQ邮件；

10、视频聊天。