WeChat small program pull new promotion full strategy

I. Define the target audience and positioning

Second, optimize the applet itself

1. Simple and easy-to-use interface design
   An aesthetically pleasing, simple and smoothly operated small program interface can give users a good first impression and increase their willingness to use and retention rate. Ensure that the layout of the small program is reasonable and the navigation is clear, so that users can easily find the required functions and information. At the same time, pay attention to color matching and font selection to maintain the consistency and coordination of the overall style.
2. Fast loading speed
   In the fast-paced mobile Internet era, users demand the loading speed of small programs. If the applet loads slowly, users are likely to lose patience and leave. Therefore, optimize the code structure, image processing, etc. of the applet to ensure that it can load quickly. You can use the performance detection function in the applet developer tool to find and solve problems that may affect the loading speed.
3. Provide valuable content or services
   Whether it's providing practical tools, rich information or quality goods, small programs must have unique value to attract users and retain them. Make sure your applet is informative, up-to-date and meets the actual needs of your users. For example, an e-commerce applet can provide a rich and varied selection of goods, special offers and good after-sales service; a knowledge-paying applet can provide high-quality course content and a team of professional instructors.

Third, the use of promotion channels within the WeChat ecosystem

1. Public Promotion
   • Affiliated applets: If you already have a WeChat public number, you can associate the small program with the public number. Insert small program cards, links or QR codes in the articles of the public number at the right time to guide fans to the small program. For example, in a public number article about fitness knowledge, recommend users to use the fitness course or training program in the small program with a link to the small program.
   • Public Menu Bar Setting: Add the entrance of small program in the menu bar of the public number, so that users can access it at any time. You can put the core function or popular content of the small program in the menu bar to increase the click rate of users. For example, set up a "fitness applet" menu bar, click on it to directly enter the applet's home page or specific function page.
   • content marketing: Publish quality content related to the small program through the public number to attract users' attention and guide them to the small program. The content can include industry information, product introduction, use tutorials, user cases and so on. For example, release an article about how to develop a personalized fitness plan through the fitness applet to attract users' interest in the applet.
2. WeChat Group Promotion
   • Finding Targeted WeChat Groups: Join WeChat groups related to the target audience of the small program, such as fitness enthusiast groups, industry exchange groups, etc.. Share information about the small program in the group, but pay attention to the ways and means to avoid excessive marketing to cause resentment among group members. You can first interact with group members to establish a good relationship, and then recommend the small program at the right time.
   • Share valuable content: Share the quality content of the mini-programs, such as fitness videos, healthy recipes, etc., in the WeChat group to attract the clicks and attention of group members. At the same time, it can be combined with some interactive activities, such as questions, lucky draws, etc., to increase group members' participation and willingness to share. For example, share a fitness challenge video and invite group members to participate in the challenge, and after completing the challenge, you can receive rewards through the small program.
   • Building user communities: If conditions allow, you can create your own user community to bring together users of small programs. In the community, you can regularly release the updated information of the small program, activity notification, etc., to strengthen the interaction and communication with the users, and improve the loyalty and activity of the users. At the same time, communication and sharing between users can also promote the spread of small programs and pull new ones.
3. Circle of Friends Promotion
   • Publish engaging content: Regularly post exciting content about the small program in your circle of friends, such as featured functions, promotional activities, and positive feedback from users. The content should be attractive and interesting, along with beautiful pictures or videos to increase users' attention and click rate. For example, post a comparison photo of a user's successful weight loss after using a fitness mini-program with a testimonial and link to the mini-program.
   • Utilizing Circle of Friends Advertising: If you have enough budget, you can consider using WeChat Friend Circle Ads for small program promotion. Friend circle ads can be accurately placed according to users' age, gender, region, interests, etc. to improve the effect and conversion rate of ads. Attractive advertising materials, such as pictures, videos, copywriting, etc., can be created to guide users to click into the small program.
4. WeChat Search Promotion
   • Optimize applet names and keywords: The name and keywords of a small program are important factors that affect WeChat search rankings. Make sure the name of the small program is concise and contains core keywords related to your business. At the same time, in the background settings of the small program, fill in the keywords reasonably to improve the exposure of the small program in the search results. For example, the name of the fitness mini-program can contain keywords such as "fitness", "sports", "health", etc., and the keyword settings can include "fitness course " "fitness program" "fitness equipment" and so on.
   • Improve the quality and activity of small programs: WeChat search will prioritize the display of small programs with high quality and good activity. Therefore, it is necessary to continuously optimize the content and functions of small programs to improve the user experience and satisfaction. At the same time, encourage users to interact and share within the small program to increase the activity and weight of the small program. For example, set up user evaluation and feedback functions to respond to users' questions and suggestions in a timely manner and optimize the service quality of the small program.

IV. Development of marketing activities

1. Promotions to attract new users
   • Exclusive Offer for New Users: Offer special incentives for new users, such as discounts, free coupons, and freebies for the first time they use the applet. This can effectively attract new users to try using your small program and increase their conversion and retention rates. For example, an e-commerce applet can offer new users a full discount on their first purchase or a free gift.
   • Limited Time Offer: Regularly launch time-limited promotional activities, such as time-limited discounts, seconds, group purchases, etc., to create a sense of urgency, prompting users to order and buy as soon as possible. At the same time, you can publicize and promote through the public number, WeChat group, circle of friends and other channels to attract more users' attention and participation. For example, launch limited-time discount activities on specific holidays or anniversaries to attract users to buy goods.
2. Social interaction campaigns for communication
   • Sharing Gift Program: Encourage users to share the small program to the circle of friends or WeChat group, when there are other users enter the small program through the sharing link, the sharer can get certain rewards, such as points, coupons, cash red packets and so on. This can stimulate the sharing enthusiasm of users and realize the rapid spread of small programs and pull new ones. For example, if you set up a "Share and Gift" activity page, the system will automatically generate an exclusive sharing link after the user clicks on it, and when a friend enters the app through the link and completes a certain operation, the sharer can get a reward.
   • collective bargaining: Carrying out a group-buying activity is an effective social marketing way to attract users to invite their friends to participate in the purchase together and increase the order volume and user conversion rate. Users can purchase goods or services at a more favorable price by initiating a group or participating in others' group. For example, a fitness course applet can launch a grouping activity where users invite their friends to buy the course together, and the more the number of people, the more favorable the price.
   • raffle: Holding a lucky draw can increase the fun and interactivity of the applet and attract users to participate. Users can get the chance to draw prizes by completing specific tasks, such as following the applet, registering members, sharing the applet, and so on. The prizes can be set as physical goods, coupons, virtual currencies, etc., which are attractive. For example, set up a "Lucky Lucky Draw" activity, users can log in to the app every day to get a lucky draw opportunity, and have a chance to win prizes such as fitness equipment, sports equipment, and other prizes.
3. Offline activities combined with online promotion
   • Organization of offline events: If your small program has some connection with offline business, you can hold offline activities to attract new users. For example, organize fitness lectures, sports competitions, experience activities, etc., promote the small program at the event and guide users to scan the code to enter the small program. At the same time, some online exclusive offers and benefits can be provided to offline event participants to encourage them to continue to use the small program after the event.
   • Offline Cooperative Promotion: Cooperate with offline merchants and organizations to promote and expand the exposure of small programs. For example, cooperate with gyms, sports brand stores, healthy restaurants, etc., and post posters of small programs, place promotional materials or set up QR code displays in their stores to guide customers to pay attention to and use small programs. At the same time, joint marketing activities can be carried out with partners, such as co-launching discount packages and organizing membership activities, etc., to achieve mutual benefits and win-win situations.

V. Cooperation and promotion

1. Collaboration with other small programs
   • Mutual Recommendations: Find other small programs with similar target audience or complementary business with your own small program and recommend them to each other. You can set up a recommendation portal or advertising space in the small programs of both parties to display the information and links of the other small program and guide users to visit each other. For example, a fitness applet can cooperate with a healthy diet applet to recommend each other to each other's users, so as to realize the sharing and expansion of user resources.
   • Joint operational activities: Co-organize some joint operation activities, such as jointly launching themed courses, organizing online challenges, and carrying out exclusive member benefits. Through cooperative activities, it can attract the participation of users from both sides and increase the popularity and influence of small programs. At the same time, it can also strengthen communication and cooperation with other small program developers and operators, and learn from their experience and advantages.
2. Cooperation with third-party platforms
   • Social media platform promotion: In addition to the WeChat platform itself, other social media platforms can also be used to promote small programs. For example, post small program related content and promotional information on Weibo, Jieyin, Xiaohongshu and other platforms to attract more users' attention. Interesting short videos, pictures or texts can be created to introduce the special features and advantages of the small program and guide users to enter the small program through the link or QR code.
   • Content Platform Cooperation: Cooperate with some relevant content platforms, such as fitness websites and health information platforms. Publish articles, videos or advertisements related to the small program on these platforms to guide users into the small program to get more content and services. At the same time, the traffic advantage of the content platform can also be used to improve the exposure rate and pull new effect of the small program.
3. Collaboration with KOL
   • Finding the right KOL: KOLs (Key Opinion Leaders) have a large number of followers and influence on social media, and partnering with them can quickly increase the visibility and credibility of the applet. According to the target audience and positioning of the mini-program, look for KOLs related to it, such as fitness bloggers, health experts, and food experts. You can contact suitable KOLs through social media platforms, KOL brokers and other channels.
   • Mode of cooperation: There are various ways to cooperate with KOL, such as paid promotion, product sponsorship, content cooperation, etc.. You can choose the right cooperation method according to your budget and needs. For example, invite KOLs to make promotional videos or articles for the small program, publish them on their social media accounts and guide fans to the small program; or provide KOLs with products or services of the small program for them to experience and recommend, so as to attract fans' attention and purchase.

VI. Data analysis and optimization

1. Data monitoring and analysis
   In the process of pulling new promotions of small programs, it is necessary to pay close attention to the changes in various data indicators, understand the behavior and needs of users through data analysis, assess the promotion effect, and provide a basis for optimizing the promotion strategy. You can use the data analysis tools provided by the background of WeChat small programs, or access third-party data analysis platforms, to monitor and analyze real-time data such as the number of visits to the small program, the source of users, user behavior, and the conversion rate.
   • Analysis of visits: Understand the trend of daily, weekly and monthly visits to the applet, as well as the distribution of visits in different time periods. By analyzing the changes in the number of visits, identify the peak and trough periods, and provide reference for the time schedule of promotional activities.
   • User Source Analysis: Understand through which channels users enter the small program, such as WeChat search, public number, WeChat group, circle of friends, offline sweeping code, etc.. Analyze the percentage of user sources and conversion rate of different channels, find out the promotion channels with better effect, and increase investment and optimization; at the same time, you can also find some potential quality channels to expand and try.
   • User Behavior Analysis: Monitor the user's behavioral path within the applet, including which pages are viewed, how long they stay, which buttons they click, etc. By analyzing user behavior and understanding users' interests and needs, we can optimize the page layout and functional design of the applet to improve users' experience and satisfaction.
   • Conversion Rate Analysis: Analyze the conversion rate of users from entering the applet to completing specific goals (e.g. registering members, purchasing products, submitting orders, etc.). Identify the factors affecting the conversion rate, such as page loading speed, user guidance process, product display effect, etc., and carry out targeted optimization and improvement to increase the pulling effect and business value of the applet.
2. Optimize Promotion Strategy
   According to the results of data analysis, adjust and optimize the small program's new promotion strategy in a timely manner. For the promotion methods and channels with better results, we should continue to strengthen the investment and optimization to improve the promotion effect; for the methods and channels with poor results, we should analyze and improve them, or try other new promotion methods and channels. At the same time, it is necessary to constantly pay attention to market dynamics and changes in user demand, and timely adjust the functions and content of the small program to adapt to market competition and user demand.