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With billions of smartphone users worldwide, smartphones have become vital communication tools these days. Businesses engage with this population using dedicated apps.
Mobile app marketing means employing different techniques and tactics to attract, engage, and retain app users to increase their overall lifetime value.
Mobile apps are increasingly being used for various objectives in these times when the world is recovering from the coronavirus pandemic. So, mobile app marketing has become all the more crucial nowadays.
Every business that launches a mobile app needs to have an app marketing strategy to succeed. It has to be thoughtfully designed, carefully planned and accurately implemented.
This blog provides you with all the information you need to successfully market your app.
Mobile app marketing involves interacting with your users all through their lifecycle — from the time they become aware of your app’s existence, to the period when they become regular and loyal users.
To effectively do this, you need to identify who your intended app users are, where you can find them, what you need to tell them, and what they seek from you.
Mobile app marketing, therefore, involves guiding app users through the mobile app marketing funnel, which comprises of the five major phases:
As evident, mobile app marketing is a continual process, where you keep acquiring new users through the marketing funnel stages to bring about app installs, sales, and long-term engagement. Effective mobile app development and marketing strategies go hand in hand to ensure the success and sustainability of your app.
So, in reality, your users go back and forth through the funnel. That is why it is referred to as a ‘mobile engagement loop’.
In the introductory part, we told you that many businesses own apps to engage and retain their consumers. Almost all big brands and more than 65% of small businesses have already launched their mobile app.
With the market becoming increasingly saturated, there is serious competition. In whichever niche your business is in, you would be facing tough competition from thousands of similar apps.
In addition, you merely get 8 seconds to grab a prospect’s attention to motivate them into downloading your app.
This is where mobile app marketing helps. It helps you promote your app amidst the multitude of choices your users have.
You need to take mobile app marketing efforts in two stages. One is during the developmental phase, where you develop your app. And the other is during the post-developmental phase, which is after you launch your app.
You need to recognize the purpose the app will serve in people’s lives. It’s good to have a great idea, but you need to define who will use your app and solve what problem.
Once you can come up with answers to these questions, then you can come up with a pitch explaining why someone should download it.
An app need not always be developed to serve a complex issue; it can even address something straightforward. For instance, an e-store app should be designed to sell products that people look for.
If yours is a more specialized app, you need to come up with a simple explanation on how it would solve a particular issue faced by a specific audience.
For instance, a healthcare app should clearly state how it would serve to fix the health issue faced by a particular group of patients.
The next step you need to make is identifying the way you will monetize it. It costs significantly to build your own app and market it.
So, you need to know how you will profit from it or at least how you will earn that money back. There are different revenue models to choose from. These include-
Identify the revenue model which would be right for your app and its marketing plan.
Build an informative site for your mobile app. This will help prospective users discover your mobile application organically. Work on SEO as well. Also have features like a blog, live chat, etc. to engage your audience.
Make full use of website analytics tools to know how it is performing for optimizing your mobile app marketing strategy. Ensure that your site is simple, fast-loading, easy to navigate, and mobile-friendly.
In case, having a fully-fledged website doesn’t suit your product, do have a comprehensive landing page for it.
In the earlier section, we told you that you need to use specific keywords in your niche. The keywords for some apps may come naturally and obviously. In some cases, it may not.
In both cases, you need to carry out keyword research using a free tool like KW Finder, Keyword Tool, WordTracker, etc. This will help you find both specific and derivative keywords.
Another crucial thing is that you begin your SEO efforts at least 60 days before launching your app. For, Google takes about 60 to 90 days to pick up your content and website.
This will help rank your site for specific keywords at the time you launch the app. Besides, work on the content too. Write authentic content that relates well with potential users.
A report says that 49% of users download an app that is recommended by people they follow or trust online. So, partner with direct and social media influencers to market your app. Here is how you do it-
At times, your potential users may not have an idea about how to use your app and hence don’t know if it would benefit them.
So rather than developing a text document, create a 30-50 second demo video, clearly and crisply highlighting your app’s value proportion. For, the human brain processes visuals surpassingly faster than text.
Make your video look like a review. You can even incorporate animated characters to grab your audience’s attention. You can even try a live recording of your app in action.
Overall, the video should have a cool, contemporary, and sleep look and feel. Now, upload the video to your website and also on cross-promo sites, YouTube, and other platforms for sharing videos across the web.
The basis of your mobile app marketing strategy is App Store Optimization (ASO). Begin with a short, but all-inclusive app description. Also, optimize it for the right keywords so that it gets discovered. And choose the right product category to file your app.
Include screenshots of your app in the Google Play/ App Store. For, these act as one of your most vital mobile app promotion tools. Take care that the images are outstanding, self-explanatory, and with captivating captions. Also, ensure that your app listing is localized as suitable.
Collaborating with Android app development services to optimize app store listing details, including screenshots and descriptions. This can significantly improve your app’s discoverability in the Google Play Store or Play Store.
Once your product goes live, start your app-install campaigns. Spend time and effort on Adwords/ Twitter/ Facebook/ to gain users. Initially concentrate on getting at least a few hundred users. Here are a few ways to do it-
Get as many users as you can to write reviews for your app. You do this in the following ways:
Since the quality and tone of the review matter, you need to take some effort toward gaining positive feedback. You can do this by-
Post your reviews on popular review sites to gain more exposure and installs.
Mobile app owners need to employ effective mobile app marketing techniques and tactics to promote their app amidst the multitude of app choices their users have.
They have to apply some of these during the developmental phase and others after the app launch. The info in our blog serves as a complete guide to those.
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