微信小程序的主流推广方式
2019-12-27
3854次
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">根据张小龙先生的描述,大部分小程序都依赖线下场景所带来的流量,因为随扫随用,用完即走的特点,比如公交车站的候车类小程序,在候车亭附上小程序的二维码,用户随扫即可,不需要额外下载APP应用,所以小程序的推广,主要还是需要围绕线下使用场景去布局,简单讲讲几点:</span>
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<strong style="overflow-wrap: break-word; margin: 0px; padding: 0px;"><span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">流量来源:</span></strong>
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<strong style="overflow-wrap: break-word; margin: 0px; padding: 0px;"><span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">1、线上(内部、外部)</span></strong>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">a.优化小程序搜索</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">从小程序本身以及功能页面进行选词优化:品牌词、核心功能词+功能短语、品牌短语。</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">b.小程序推荐平台-“小程序商店”</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">小程序没有像应用商店成熟的分发平台,但也有部分优质的小程序推荐平台,可做相关的投放、优化。</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">c.公众号关联</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">在自有渠道的公众号上,通过关联导流,快速将自家用户引流至自家小程序,一方面提高优化了公众号的功能,另一方面也给小程序进行无缝导流,用户不需要下载动辄几十M的APP,只需要通过小程序进行注册即可,后续也可以再做用户从小程序到APP的转化。</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">d.官网、论坛、贴吧等自有渠道</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">自家的流量,当然是最合适的渠道^-^</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">e.社群分享推广</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">小程序能分享给朋友或微信群,但没办法分享朋友圈,那就意味着小程序在微信群的推广至关重要,通过社群分享的裂变效应,能快速扩散辐射开去,除了自发转发分享,目前也有想过的一些第三方推广平台,有提供相关的转发任务,如下图:</span>
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<strong style="overflow-wrap: break-word; margin: 0px; padding: 0px;"><span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">2、线下</span></strong>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">a.地推</span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">地推其实是大部分小程序最贴近用户使用场景的推广方式,以二维码的方式,在线下渠道的宣传物料、场景等推广渠道推广小程序。(但需要了解自家小程序使用场景,如医疗类相关的小程序,在医院等相关场景更高频、更刚需,所以在合适的线下场景推广,更能起到事半功倍的效果)</span>
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<strong style="overflow-wrap: break-word; margin: 0px; padding: 0px;"><span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">木子:</span></strong>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">我来个简单明了版的~ </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">1、微信群 </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">2、线下扫一扫 </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">3、同一账号主题下和公众号关联(一个引流、一个变现) </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">4、微信搜索小程序全称 </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">5、小程序商店 </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">6、自媒体平台发文 </span>
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<span style="font-family:微软雅黑;overflow-wrap: break-word; margin: 0px; padding: 0px;">7、垂直社区、论坛</span>
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