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With the tens of millions of mobile apps available for download in both the Google and Apple stores, a Mobile Application Marketing Strategy is of the essence.
People who are searching mobile apps within an industry will rarely opt to download apps that show up in the third or fourth position of the search engine result pages (SERPs). To get a significant number of app downloads, you need to show up at the first position of SERPs — and that’s where mobile application marketing strategy comes in.
In this guide, you’ll discover the nitty-gritty of mobile application marketing strategy, and how to create one for your next app launch.
First…
Definition: Mobile application marketing strategy involves getting users to download and use your mobile app. It’s a complex process where you’ll take the users from the app awareness stage to the user stage, who will likely recommend your mobile app to people within their cycle.
Mobile application marketing strategy consists of three primary stages — the awareness, acquisition, and retention stages.
The awareness stage is the time to spread awareness about the mobile app. It’s typically during the prelaunch stage. In the acquisition stage, you’ll get users to install your mobile app. Your primary objective is to generate massive downloads for your mobile application. Finally, the retention stage is where you retain the users, and turn them into loyal paying customers.
Here are some of the importance of having a mobile application marketing strategy.
A mobile application marketing strategy helps you find the right users for your mobile apps. Getting downloads doesn’t cut — you need people who see your app as a valuable e-asset.
With the millions of apps in the Apple and Google Play store, you’ll need to find your way through the noise and get noticed. And that’s what a mobile application marketing strategy helps you do.
The mobile app ecosystem is fiercely competitive. A mobile application marketing strategy gives you an idea of what’s working and what’s not. This way, you’ll avoid costly mistakes as you launch your mobile applications.
It takes time, energy, and resources to develop a mobile app. Therefore, you will have to maximize your return on investment — and a mobile application marketing strategy helps you do just that!
By keeping a close eye on your user feedback and results, you will identify areas of improvement. This will increase your chances of launching a more successful and compelling mobile application.
Having a successful mobile application marketing strategy is an integral part of your business growth. Here are some benefits of getting one for your business.
With the right mobile application marketing strategy, your mobile app is showcased to people who are highly interested in what you offer. This helps increase your brand awareness, and users get to remember your brand when it’s time to make a buying decision.
By strategically marketing your mobile application, you’ll attract people who desire what you offer. This will, in turn, lead to more active users and app downloads.
A good mobile app marketing strategy gets you engaged — and that can be achieved by providing fresh content and sleek features. This will lead to an increase in the number of people who will use your mobile application in the long term.
Mobile apps offer a direct communication channel to the end user. You can communicate with the users using loyalty programs and in-app messaging. This helps you build a strong relationship with the users.
Data analytics obtained from mobile apps will help you have a good grasp of your user behavior. A thorough analysis of the data will show you what resonates with your users, and ways to improve your products.
There are multiple channels to reach your target audience with mobile app marketing. You could opt for App Store Optimization (ASO), influencer outreach, and social media marketing.
By keeping a close eye on metrics like engagement, in-app purchases, and downloads, you will keep track of your return on investment (ROI), and possibly optimize your strategies for better results.
Choosing the right channel for your mobile application marketing is a straightforward process. Here’s how to do just that.
The income level, location, and age of your target audience influence how (and where) they spend their time. For instance, if you’re launching a fitness app, you should focus on young adults who spend most of their time on Instagram. However, if you have an investment app, working professionals should be your target audience, and you should focus on marketing on LinkedIn. Your audience’s online behavior should also give you a clue on how to market your mobile application.
What’s your unique selling proposition (USP)? Always communicate the benefits of using your products to your audience. Your app category plays a role in how you market it. For instance, gaming influencers on YouTube and Twitch are the best fit for marketing gaming apps.
If you’re looking to generate conversations about your app launch, you’ll get better results by using social media platforms and online forums. Social media platforms are the best fit for brands who are looking to cover more reach during their mobile app launch.
If you have the budget, you can opt for paid advertising. However, if you have limited resources, organic reach can still get you some results — but it takes some time.
Here’s a blueprint for creating a mobile application marketing strategy.
Come up with a robust profile of your ideal user. You need to know their pain points, interests, demographics, and online behavior. You also need to know the value your app offers to your user, and how it can help them solve their problems.
Your app listing on Google and Apple stores should be thoroughly optimized. Use the right keywords, and videos to make it easily discoverable by your target audience. You also need to know how your competitor’s app is performing in the app store.
Come up with premium marketing content that compels your target audience to take action. This content could be in the form of social media content, infographics, or blog posts that showcase the benefits and features of your mobile app.
Partner with influencers, and launch social media campaigns to build awareness about your mobile app. The buzz helps in attracting early adopters of your mobile app and could be the starting point for the app launch.
Running app install ads is a sure way to increase the number of your downloads. And after the user downloads your app, you should keep them engaged by frequently updating the features and content of your app.
Keep a close eye on metrics like user engagement, in-app purchases, and app downloads. Keep refining your strategy until you figure out what works for you.
To effectively track your mobile application marketing strategy, you must closely monitor your key performance indicators (KPIs). Common KPIs are app downloads, number of active users, churn rate, user retention rate, app store ranking, website traffic, and lots more.
To get the most out of your analytic process, you’ll need a good analytics tool — and there are lots of analytic tools out there. If a PPC campaign is part of your mobile application marketing strategy, you should consider using the PPC Signal tool.
Keep a close eye on your metrics, and perform A/B testing to figure out what’s working. Finally, keep adjusting your strategy until you settle on the right strategy for your mobile application marketing.
Popular ways of promoting mobile applications include:
Strategies for increasing mobile app sales are:
The three main stages of mobile app marketing are:
Here are some of the best ways of advertising your app
When it comes to mobile app marketing, try as much as possible not to overpromise. Let your sleek products do the talking — and if you deliver on your brand promise, you’re sure to get people to broadcast the message about your mobile application.
Diversification is another sure way to get your message across. Some people respond well to video ads, others may prefer written ads or texts. Know what works for your various customer segments and tailor your approaches to cater to the varying needs.
Furthermore, you need to keep a close eye on your KPIs — that’s the sure way to know if you’re generating the right results.
Now you know what a mobile application marketing strategy is, what things will you look out for when creating the next marketing strategy for your mobile app launch?
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