RussianGeeks mobile application development studio decided to share with you the methods of marketing and promotion of a mobile application. Interestingly, many people think that one application publication in the App Store or Google Play is enough for the popularity and user pool. Unfortunately, in most cases this is not the case. In this article, we decided to share with you 7 examples and recommendations for app marketing.
Understanding the many ways to market an app is essential to developing an overall strategy. This leads to a comprehensive understanding of how these techniques can be combined for a successful app marketing strategy. This is true for all app marketers, regardless of their topic, budget, or target audience. This article covers nine essential app marketing strategies everyone needs to know and how you can use them to achieve your most ambitious goals.
First, it is very important to understand the benefits of marketing research. According to the International Business Times, the App Store receives over 1,000 applications daily. Competition is fierce across all verticals, and understanding your competitors is essential when developing a common strategy.
Marketing research will help us better understand how to use the app marketing techniques outlined in this guide. We need to be able to answer the following questions early in the development process to enable the discovery path through extensive market research:
- Who is the target audience of our application?
- Why will they be interested in our product?
- How are our competitors currently targeting the same audience?
User profiles are a smart way to develop a mobile marketing strategy for our target audience groups. Each character represents a group of users who are expected to follow a specific user path. Our task is to satisfy their needs and optimize this process. The user identity is developed by segmentation of demographic data, mobile preferences and other unique identifiers related to the vertical of our application. A full understanding of this will contribute to the success of our application, help us move further and ensure that we make research-based decisions.
How to Sell an App: Eight Essential App Marketing Strategies
1. Landing page and blog of our application.
Landing page is an important mobile marketing strategy that allows users to learn more about our application on the mobile web and on the computer. It is an economical method where SEO (Search Engine Optimization) can be used to attract new users. When customizing your app landing page, it is important to provide a visualization of what users can expect upon installation. Our landing page should contain links to our app in the App Store and Google Play Store with a clear call to action. The vertical of our application will dictate other needs as well, such as gameplay trailers for mobile games. However, displaying user reviews and including screenshots of our app’s user interface is critical.
It is also worth considering updating the blog post on your website. This is another way to use SEO to find new users and reach your target audience. Our blog should be strategically distributed across social media channels, using analytics to identify the type of content that is most useful to our overall strategy.
Examples of engaging blogs from mobile apps include dating app Bumble’s The Buzz, mobile game Clash of Clans, and MyFitnessPal. We can also develop a guest posting strategy and contribute to other blogs for the best results.
2. Optimization of the app store
App Store Optimization (ASO) is the process of improving the visibility of our app in the App Store and Google Play Store. This is critical to our user journey, because even if our campaign sends a large number of potential users to the App Store, our app still needs to be well represented in order to complete the installation. ASO can also attract organic users for free.
As with SEO, ASO requires us to identify and use keywords that will help our app rank high in the App Store. It is also important to include screenshots of our app and videos of in-app usage. We can also use additional categories of apps to give users multiple ways to find our app. If possible, we should also localize the application history record.
3. Social media marketing
As an app marketer, we can’t afford to miss out on social media activity. In 2020, users spent roughly an hour and 22 minutes on social media every day. It is wise to post regularly on our social media and use them for more than just raising awareness of our product. For example, social media is a great way to build a community and get feedback from users who won’t be interested in contacting us in the app or through our website.
Content for our social media channels may include blog posts, contests, discussion threads, and user generated content. This will depend on the vertical of the app – we can learn how to do this by studying the market – but the right channels can be especially useful for apps that have social elements like fitness and games. We can also integrate social media into our application and allow users to easily share content from our application to their social media channels.
4. Marketing influence
90% of shoppers say authenticity is an important part of their decision to endorse a brand. Influencer marketing is about using influencers to attract new users and promote our brand. This app marketing strategy has taken over the industry in recent years, with influencer marketing budgets increasing 65 percent this year.
There are many ways influencers can be used to achieve our marketing goals. We can give influencers “free gifts” that they can share with their audience, or we can get paid product placement. The benefit of paid advertising is that we have more creative control, and simply offering our products to the right influencer is a cost-effective way to reach audiences.
Verticals like trendy apps will have unique ways of working with influencers. For example, influencers can use our app to create lookbooks that can then be posted on our app and published on their social media channels. This is a great way to introduce users to our app’s features and give them a unique reason to install based on their interest in the influencer.
5. Paid user acquisition campaigns.
Paid User Acquisition is the practice of attracting new users to our application through paid advertising. This strategy requires us to set up campaigns and adjust ad spend over time for the best results. It is important to know the users we want to attract and the actions in the application that they should take.
As we analyze the success of our campaigns and adjust our spending to achieve better results in the future, we will need to track data and identify trends in customer behavior. Our attribution provider will help us measure these results by tracking how many users completed each action. We will then receive reports showing the top performing channels. If we have multiple apps, we can play the role of publisher and advertiser by cross-promoting our apps.
6. Establish KPIs
The success of our app marketing strategy must be linked to KPIs. The KPIs used to measure the performance of our app affect the campaign and in-app activities that matter most to our goals. Measuring performance using these KPIs will provide a clear indication of where our application is performing well and where we can improve.
Important KPIs we should be aware of include daily, weekly, and monthly active users (DAU, WAU, MAU), cost per acquisition (CPA), cost per install (CPI), and cost per impression (CPM). We should also consider click through rate (CTR), conversion rate, retention rate, and churn rate.
7. Maintaining attention
Our retention rate is the percentage of users who are still active after a certain period of time. Our research shows average retention rates for 1 day (26%), 7 days (11%), 21 days (7%), and 30 days (6%), but retention rates can vary greatly depending on the vertical of the app. The same study showed why advertisers typically run retargeting campaigns in the first week after installation.
We can focus on retention as a vehicle for increasing LTV (lifetime value) and ad ROI. The goal is to identify where users tend to leave and to hold them back before that happens. By retaining users for a longer period, we get more engagement and revenue from users who already have our application installed.
Retention rates can also indicate areas for improvement. For example, if we see that we have unusually low retention rates on the first day of download, it could be a sign-in, registration or other issue with our app.
That’s all, if you have any additional marketing methods, write in the comments. Thanks for reading, RussianGeeks was with you.