However useful a mobile app you’ve built is, it can easily get lost and be discovered by its target market if you don’t build a thriving mobile app marketing strategy and make your product visible.
What is mobile app marketing and why do it?
Mobile app promotion is a set of events which you strategically undertakes at every turn of the marketing funnel to make a mobile application reach the target clients. Besides, to be deemed effective, an app needs to be used. So, the principal objective of mobile app marketing isn’t merely to connect a brand new with its customers but also keep them engaged. In the era of diversion, the all-important path to engagement gets thorny. For an app to actually arrive in perspective of customers and not to become irrelevant or forgotten overnight, one wants to take crucial but reasonable app advertising efforts. Frequent nudges, supported by intelligent mobile app marketing tools, can help you grab customer attention.
Best ways to market an app
Bearing in mind the identified lines of attempt of your potential mobile app advertising campaign — customer acquisition and customer retention, let’s find out how to meet prospects where they are in their lifecycle journeys. Thus, we’d really like to go over a compilation of the 7 best app advertising ideas you could go by when creating your mobile app marketing plan template.
1. ) Research your target market and understand your competitors
A mobile app is a product made by people for people. That’s why all of the flourishing mobile app advertising campaigns start by drawing a enormous image of that participates with an app and what your market competition is like. Create a profile of your customer. Collect demographic and psychographic information. Discover more about the habits and lifestyles of your clients. Then you’ll be able to lure in your target audience, and in doing so, give your customer loyalty a boost and enhance your chances to make people stay. Subsequently, knowing the competition, you will be able to recognize and evaluate their marketing tactics. Aware of what makes other approaches workable and what undermines the effort, you may can boost your deal and navigate the normal challenges.
2. ) Market early, launch big
Although the actual marketing of your product starts after an app is printed, the app launching program must be developed in advance and preferably include pre- and post-launch phases. As mentioned in the previous paragraph, one of the most crucial pre-launch activities is a mobile app promoting study. However, it is also a fantastic idea to try to develop customers’ attention and knowledge of your existence and goals as a new before launching an application. Short videos such as diaries, teasers, and trailers might help you with that. Actually, Gartner asserts that by 2023, clients will observe 20% fewer minutes of video ads and brands need to adapt to that. Then, a pre-launch advertising campaign like this should be followed with an equally grand launch. The success criterion is that the app being listed in the”What’s hot” section on the app stores. To get there, you’ve got to one be as visible as possible.
3. Promote an app on social media
Visibility should rather be obtained before releasing an app. Our advice is to start building your social media existence before your app is available for download or purchase. Social networking can lead to your own popularity. So, the best way to market an app on social media? To have a new app, being noticed on social media is not just about expanding its potential user base, but it is also about positioning itself as conversational, approachable, and easy-going. Social networks like facebook, Twitter, and Instagram will permit you to make conversation with your clients like they were your friends. Be creative and intriguing when posting updates. For instance, you might use Twitter’s empowered 280-characters format to demonstrate all your wit. Consider producing pictures, pictures, and infographics for your own effort to be engaging and notable.
4. ) Contact influencers and market writers
In-depth posts, written blog post reviews, or video interviews can sometimes do more for your mobile app promotion than social media as a platform do. So-called opinion leaders may help you with that. You will need to comprehend how important it is to create and increase your positive referrals. Involve writers in the current market, influencers from YouTube, Twitter, and other platforms.
The more people talk about your product, the greater it is to your iOS or Android app marketing program. This sort of word-of-mouth marketing, especially when it’s targeted and enlightening, can prove to be more permanent and effective than social media advertising. However, there is another alternative. You can try to combine social media and influencer marketing campaigns. According to the 2019 Influencer Marketing Report by SocialPubli.com, many entrepreneurs feel that the best way to boost product visibility is to involve influencer marketing, social media advertisements, and SEO, with the influencer marketing influence on the return on investment being the most important (35 percent ).
5. ) Optimize your app store page
An app store optimization (ASO) strategy is a fantastic thing to have in place when it’s almost time to launch your mobile application. This strategy is, in most respects, quite similar to optimizing websites for search engines. What is ASO from SEO is this to let people find your app on official app stores faster, you have got to have a sequence of steps that is still complicated but has its own peculiarities.
Besides placing the perfect words into an app title, subtitle, and description, you also should take into account the text structure (be sure to add the appropriate text in the What’s New, Promotional Text and Description sections), optimize your icon and graphics and use localizations that are typed into your target geo. As an option, you can consider creating a picture intro to your app and posting it on Google Play or App Store. If you do so, do not experiment with the design of these pictures in the store. If screenshots are vertical, the movie has to be vertical, too. Be consistent.
To crown it all, try running tests to find the best images and localized text into your app. The thing is that A/B tests, which is easily run on Google Play as a part of your own Android app marketing strategy, are not allowed on the App Store. Luckily, instead, you can use a feature of Apple Search Ads called Creative Sets Testing. Then, you will be 100% sure that what users will see on your app store page will bring you conversions.
6. Get positive reviews
Not only tests and testimonials affect the way your app ranks in search. They also influence users’ first impressions of your mobile app. Ratings and reviews are the outcome and the main reason for novices to stay. The struggle for positive testimonials starts earlier than you might think. Following the app development is in progress nevertheless, the development team has to factor in ways by which the forthcoming app will be providing great user experience. If the UX of an app is not good enough, some of those recommendations will be of much value to your digital marketing program.
Once an app is stable and nice, don’t be afraid to start fostering positive energy around your product. First, give users a simple way to provide feedback. Permit them to publish reviews through a standardized minute, but do not be annoying. Think carefully and ask your clients to leave a rating on the app store once they’ve completed at least a couple of sessions. Last but not least, make it possible for users to build a constructive dialogue with you if they’ve had an unpleasant experience, let them know you care and want to address the problem encountered.
7. Monitor your marketing campaign results
The answer to this question of how to market an app successfully will not be simple. Your advertising campaign can’t be reduced to calculations, predictability, and amounts. It is not a series of pre-operative instructions by following which you’ll make your application a significant hit. It needs to be tracked, and analytics need to be regularly checked. Quantify your KPIs like app downloads, app session length, the average number of daily and monthly active users, the sum of each user’s daily sessions, and retention rate. Keeping your eye on the dynamics of your marketing campaign, you may see what approaches work for you and what should be changed in your strategy.
Mistakes that will kill your mobile app advertising effort
Even though a number of your competitors will expect tens of thousands of consumers to download their apps when they appear on the app stores, the simple fact is quite different. You must be comprehensive, and an app launching app has to be exquisite. Otherwise, nothing will happen. That’s why we would like to explore some common mistakes you could make and some advice on what to do instead.
1. ) Creating an app with no strategy to advertise it
According to Statista, a mobile application user retention rate in 2019 has been the lowest since 2012. Broadly , the amount of retention across verticals marginally exceeds the 30% threshold. It means that if users locate and install your mobile app, most will likely disengage from you. So, why risk and defy luck once your chances are already not really big? Without app promotion, all your efforts will be wasted. Mobile app marketing services are a spectrum. So, what can we add to each of the above recommendations?
- If your company has a site, consider adding a call-to-action button on your website’s footer that would forward the site visitors to the official app store webpages.
- Try promoting your app offline: contributing as a speaker or involving guerrilla marketing.
- Find partners: it might be teaming up with another application or contributing to other websites as a guest blogger.
2. ) Ignoring paid advertising options
Whenever you make certain the best practices for starting an app are put into practice, your app is protected, and you are ready for consumer acquisition, it’s time to consider rolling out paid ads. Organic channels that we’ve discussed previously can get you downloads and permit you to get new loyal customers, unquestionably. Yet, it’s going to be more effective to use both organic and paid stations to obtain and convert users. Your marketing campaign should have a mixture of approaches, and we insist that paid mobile app promotion ads will need to be part of this mix.
The mentioned Apple Search Ads, Google AdWords, Facebook, Instagram, or Twitter ads — there are choices to choose from, and each of them can work for you. First, think in which way you’d better go to reach your target audience. Look through success stories that different mobile app developers feature to a number of the said paid mobile app advertising services. By means of example, on its official website, Apple shares stories of how using Apple Search Ads assisted many applications to get grip.
3. Neglecting personalization
The degree of your mobile application and the user experiences delivered must be the maximum priority that all future advertising efforts will be based around. This typically means you have to do your search for a target audience and establish two-way communication with users. It needs to be intuitively clear your mobile app will provide excellent customer care and satisfy the demands of an individual as one individual. Your advertising campaign must ensure (although not overpromise) nearly the same.
Personalization tactics can be deployed in a number of ways. By means of example, audience segmentation lets brands market their goods or services to the perfect folks. Mobile app marketing is presently focused on groups of people who share demographic similarities or section audiences who are characterized by their activities on the web and by their own fire points. It’s a very simple and effective way to market an app that high-profile companies like Amazon or Netflix have already taken advantage of and smaller market players use to create their personalized campaigns.
There’s no universally applicable mobile app advertising strategy that may drive the prevalence of each and every mobile application. However, our recommendations can enable you to discover your voice where you will speak with your customers and define the most lucrative marketing channel that you ought to prioritize.
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