Mobile applications are growing in popularity throughout the world as they continue to make everyone’s life simpler, easier, and more convenient than ever before. Today’s youth relies on smartphone applications for almost everything, from entertainment to shopping and restaurant ordering to optimize daily routines. Most of us use over 10-15 applications on our smartphones. Mobile app marketing plays an important role in making all these applications famous.
This market is becoming more widespread because of the pandemic. 90% of Americans spend their whole day on apps. Research suggests that mobile app downloads will increase up to 23.3% in 2022. And it will generate over $935 billion in revenue.
Considering the statistics, facts, and growing demand for mobile devices and apps, businesses want to guarantee that mobile app engagement will be high in the future. As a result, they’re seeking a reliable app development firm to help them construct their apps, improve user experience, and increase income.
However, developing a mobile app isn’t enough to ensure success; your app must also reach the correct audience. This is the only method to increase installations and improve ROI. To do this, you (as an app owner) must employ android app marketing services. Additionally, you must have a well-thought-out app marketing roadmap.
Let’s go into the installment of app marketing and why it’s so important for your business before we get into the stages of creating a successful app marketing strategy. Let’s get started!
What Is App Marketing?
“App marketing” is a very self-explanatory word. App marketing is when you advertise your app to reach as many people as possible and attract as many users as possible to increase installations and revenue.
The goal of mobile app marketing is to engage with target customers throughout their whole lifetime. In summary, mobile app marketing is a marketing technique used to promote your app and drive app downloads.
How to Make an Amazing Mobile App Marketing Strategy in 3 Steps?
Let’s think about the scenario. You created your dream app, but it hasn’t generated the number of installations you expected.
Why? Because most users are unaware that your app exists. No one knows about your app.
So, it requires a mobile app marketing strategy and 98% of businesses make planning and get good results. It increases engagement and serves as a means of communication between users and you.
But the questions are – how to make a mobile app marketing strategy? How to reach the right users? How to create awareness? More other questions…
So, let’s see how to make a roadmap to successful app development for startups.
Purpose: To create Awareness
Prelaunch Stage for A mobile app marketing strategy begins before the product is introduced. This stage should increase brand recognition and product visibility.
Before the pre-launch stage, it is essential to understand your brand, messaging, and positioning. Consumers are attracted to a brand by its values and purpose, not by unique product qualities. Defining brand awareness allows people to engage with your goods on a more personal level. The stages and techniques to take during the awareness stage of your marketing campaign are listed below.
1. Write a Press Release
Compared to Google, Apple has a strict review process that can delay your release or cause you to encounter unexpected interruptions. Planning of time will give you enough time to prepare for your product has launched and will help you to anticipate and plan for any complications that may arise. And to make you well-known, a press release is the best option. It will make your brand popular before launch.
2. Conduct Market Research
One of the most typical pre-launch errors is failing to conduct adequate market research. Before you begin any development work, you must first identify the key features in your application category. No matter how comprehensive your marketing efforts are, if your app does not answer a customer pain point or solve a sadness for which there is already a viable app solution in the market, your product will fail. App Annie delivers capital information about app industry statistics.
3. Make User Personas
Find out who is your target audience. what they value, and the major pain problem they face is the main goal throughout the awareness phase. A mobile app can have several user groups, and each user persona will have its own user experience.
A user persona is a realistic representation of your ideal user. User personas contain information such as user demographics, background, mobile preferences, interests, and unique identifiers.
User personas also cover the user’s primary goals as well as the present issues they meet. In-depth user personas serve as the framework for user journey design, allowing you to tailor every element of your mobile product to the wants and preferences of each of your consumers.
Everything from the branding and in-app content to the functionality, features, platform selection, and monetization plan must appeal to your target audience. You will answer critical questions that will drive your whole marketing approach by clearly describing your target audience with user personas. It includes the following questions:
- What is the primary source of audience?
- What mobile operating system is this audience using? iOS or Android?
- What type of content does your audience like more?
- Is there any visual branding that emerges for the audience?
- Do these people follow any recognized social media influencers in this product’s vertical?
- What are the best platforms to use for sponsored advertising?
- Is it common for these consumers to pay for applications or make in-app purchases?
Answering it can help you coordinate design, business, and marketing decisions to attract the correct audience to your product. You won’t be able to produce a product that applies to your audience’s demands if you haven’t thoroughly researched them.
4. Do Competitive Analysis
There will be competition for your app. Make a list of your top five competitors, as well as their current pricing, revenue plan, app store position, user experience (UX) pros and cons, and interesting reviews.
You might even create a competitive analysis to see how your software stacks up against the competition. Make sure your software does not mimic any poorly designed features or UX components that have received adverse feedback from customers. Consider what makes your app unique compared to your competition. These are critical elements that should guide your overall app marketing strategy.
5. Create A Website
The most common source of app installation is mobile websites. Creating a pre-launch website or, at the absolute least, a teaser video for your product has become industry standard. Once you’ve created a video for your website, you may repurpose it by posting it in app stores, social media sites, or even paid advertisements.
A pre-launch website is a terrific method to accomplish some early search engine optimization (SEO) by creating your domain authority, besides creating buzz about your app. Collect email when you set up your website so you can keep your followers up to date and let them know when your mobile app is released, as well as when you have new upgrades and features.
6. Strategies for Outreach
Outreach strategies, such as contacting influencers, journals, and bloggers to get backlinks and offer honest evaluations, are one of the most disregarded components of promoting a new mobile product. Make a list of contacts in your business or specialty who might be interested in writing about and evaluating your application.
Maintain simplicity in your pitch and include a link to your press kit or landing website. That way, if they choose to write about your software, they’ll have all the information they need.
7. Promote On Social Platforms
Facebook, Instagram, Twitter, LinkedIn, Pinterest, and other social networks allow you to broaden your web presence and engage directly with your target audience. If your app targets a specific age range, find and focus on the most popular social sites in this population.
Post company updates and feature posts will make fans excited about the launch. Create a hashtag and use it in your postings as needed. Post and share not only advertising but also interesting and engaging content about your app to establish a community around it.
8. Make a Content Marketing Plan
Begin writing a blog months before your launch. When the time comes to debut, you’ll already be an authority in your field, with followers. Start with a live launch post boosting the benefits of the app and including screenshots and videos.
Here are a few advantages of content marketing for your app:
- Content may increase traffic, conversion, and brand awareness.
- Being an authority in your area can help you build a brand for your app.
- Content may help you build trust with your users.
- Blog content may be used for email marketing or social media to re-engage contacts.
The Acquisition Stage
Purpose: To increase downloads
The choices are unlimited for the user acquisition stage. It’s a critical stage to experiment with new ways, be inventive, and keep refining your plan. Try to gain as many downloads as possible in the first week after the launch. The faster your software is downloaded, the higher it will appear in search results on the App Store.
As consumers download your software, it’s critical to keep track of where the downloads are coming from. You may then concentrate on the most profitable channels while improving the others.
1. Paid Campaign
After the app is out, begin running ads, such as those on social media networks like LinkedIn, which are incredibly efficient at attracting new users. Other channels, such as Instagram and Twitter, should be considered depending on your target audience; while their reach isn’t as wide, they’re beneficial, especially for millennials. The LinkedIn ad platform is excellent for targeting specific audiences based on their interests, geography, and other factors.
If you’re using social advertisements to reach out to your audience, keep in mind that people have shorter attention spans, so your ads should express the product’s purpose in a matter of seconds. Google search ads can be a great option if you are providing a service that your users are looking for.
2. App Store Optimization (ASO)
App Store Optimization is changing your App Store page so that it appears higher in search results and converts more frequently. Over 65% of applications are found through a direct search in the App Store. Once your application receives a high rate of search for a particular keyword, it will remain there for months. Finally, increasing visibility should cause more downloads, which will help users discover your app.
App store optimization is based on several elements, including the title and keyword selection. A fantastic title has the potential to pique consumers’ interest and entice them to download your app to learn more. For optimum results, include a keyword in the title. Those keywords should be thoughtfully put throughout your listing so that you appear when people search for them. Always highlight the features and benefits that the app will provide to the user.
Include screenshots and videos for enhanced value. Finally, there are a lot of individuals who would want to use your software but can’t since it isn’t available in their language. This may be changed by localizing your app.
3. Get Featured in App Store
Marketers may use becoming listed in the App Store as another tool in their marketing plan. Apps that are highlighted have a larger chance of increasing awareness and downloads, which may lead to cheaper acquisition costs, more engaged users, and more income.
Professional App Store editors evaluate a free or premium app and game every day. Apple gets thousands of submissions for mobile app placement. If done properly, this strategy can be effective. Make a strong pitch that explains what your software does and how it differs from the competition.
The Retention Stage
Purpose: To increase your market revenue
Most people will put some consideration into acquisition marketing, but if no one is using the app once you’ve recruited users, the product isn’t generating revenue. So, Your next step should be to create a retention marketing strategy to turn your new consumers into long-term customers.
The following is a list of retention tactics that can be used:
1. Establish Two-Way Communication
The more closely your app experience matches a user’s wants and preferences, the more likely they are to use it again. User retention ranges from 61% to 74% for brands employing in-app communications to interact with users within 28 days after receiving a message.
In-app messages are notifications that don’t need to be responded to right away but are still crucial to gain. These can include app-related alerts, payment difficulties, or version updates. Remember that not every message you send will be suitable for every user. You may ensure that your audience receives material that is to them by segmenting your audience.
2. Push Notifications
It has been shown to enhance user retention by ranging from 56% to 180%, according to studies. App engagement is 88% greater for users who have opted in to get push alerts than for those who have not. The higher the retention rate, the better the ranking in the app store.
Giving people a reason to use your app might also be beneficial. Conversions and engagement will be aided by mobile-specific awards, specialized content access, vouchers, special promotions, and other offerings.
Bonus Steps For Continued Success in Mobile App Marketing
1. Ask Users For Feedback
When consumers use your app regularly, it means they’ve developed a connection with it. Allow customers to express their thoughts with a pop-up request to post a review, but keep in mind that the user experience should not suffer because of this strategy. Consider when and how you’ll ask for a review, and make sure it fits in with the user experience to avoid frustrating them. The more strategically positioned the pop-up is, the more likely it is to receive a good rating.
2. Run A Burst Campaign
One of the most prominent tactics employed by mobile app marketers who aim to climb the app store ranks is a “burst campaign.” A burst campaign gives your app a “burst” of publicity by purchasing paid media exposure in a short period – often between 24 and 72 hours, depending on budget.
The aim is to increase your rating by obtaining as many paid installations as possible. All of this is hoping to raise the number of good-quality organic installations, which should happen if the app is rated high enough to be found. While a good burst campaign should cause more organic downloads, ongoing sponsored advertising will keep downloads consistent. You must maintain your current momentum.
3. Provide a Bonus for Referrals
It is offering your customers a bonus or advantage for spreading the word about your software online is a guaranteed approach to persuade them to do so.
Dropbox is a fantastic illustration of how strong referrals can be, with a remarkable 3900% growth rate. In 2008, the firm had just 1,00,000 registered users, but because of its referral scheme, it grew to a whopping 4,000,000 registered users in just 15 months. Dropbox leveraged recommendations to grow its user base tenfold, according to this article from Localytics.
The most important thing to remember is to avoid over-marketing or overselling. The above are a few things to keep in mind while developing a mobile app marketing strategy. Depending on your business apps, you can make some adjustments to the processes outlined above.
Best of luck with your Mobile App Marketing Strategy !!!