In 2020, global mobile application downloads reached a whopping 230 billion- Market a Mobile App
In a sea of competitors this vast, how can you ensure your mobile app stands out among the rest?
We asked experts from a San Diego web design agency to explain exactly that. We’ll share their professional recommendations on the strategies you can use to market your app and additional ways to promote it to increase visibility.
What is Mobile App Marketing?
Mobile app marketing is the process of creating a strategy to attract target groups to your mobile application through all stages of your conversion funnel, from awareness to conversion and loyalty.
From Instagram, which harnesses the power of smartphone cameras to Uber, which links drivers with passengers, a mobile app’s success depends on the way its value is marketed to consumers.
To craft a successful marketing strategy, you need to define the problem your app solves for consumers, then highlight your solution during promotion.
Here are five of the most common types of marketing for mobile apps:
1. Interactive Marketing
Increase personalization to show each customer that they are valuable to your brand. Include their names in email campaigns or on the main screen as they sign in to your app. In addition, use customer-centered personalized product recommendations in a section such as “You might also like.”
2. Account Based Marketing (ABM)
Create a list of potential customers. To target them, use personalized campaigns based on in-depth understanding of their needs and expectations. Tools like Metadata and Clearbit can help you build your prospect lists.
3. Email Marketing
Create personalized email campaigns to stay connected to your users. Inform them about promotional offers, send regular updates on new features or simply keep your prospects warm by engaging them in discussions and activities.
4. Inbound Marketing
Grow your users by creating meaningful and lasting relationships. Attract them with valuable content that positions you as an industry leader. Engage with them by addressing their pain points and offering a solution. Empower them to feel delightful and successful with purchasing your mobile app. Use:
How to Prepare for Mobile App Marketing
There are a few steps you should take to prepare for marketing. These include:
1. Define Your Goals
Identify the main objectives you want to achieve. For example, your priority goals may be to increase users, boost online sales or collect data to learn more about your customers.
Each of your goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-Bound, so you can evaluate the success of your marketing strategy.
Set clear KPIs to measure the progress of your objectives such as daily or monthly active users, average session length, cost per download and more.
2. Create User Personas
Describe your target audience segments to the smallest possible detail, including gender, age, profession, interests, pain points and expectations, along with their allocated budget for similar products.
The user personas you create should embody your ideal customers. Once you are familiar with their characteristics and challenges, you can craft a marketing strategy that will resonate with them.
When working on your user personas, focus on the following questions:
- What content would your user persona engage with online?
- What platforms can you use to reach them?
- Which paid and organic channels will best fit your marketing goals?
- Can you use influencers to promote your mobile app?
- What tone of voice will your potential customers relate to?
- Will your user persons prefer in-app purchases or ads-based purposes?
3. List and Analyze Your Competitors
Monitor your competitors and evaluate their messaging, the channels they use and customer feedback about their apps. Ensure your mobile app focuses on benefits for consumers and serves to solve a specific problem they might have. Define what makes your app unique among the competition.
4. Create a Landing Page
To promote your mobile app and spread the word, create a landing page. Research relevant keywords to navigate your target audiences to it. Create a video to demonstrate how your app will benefit your users.
Use engaging CTAs to guide potential customers to the Google Play Store and App Store to download.
5. Optimize Your Product Page in App Store- Market a Mobile App
Increase your web visibility and conversion with App Store Optimization (ASO).
Craft an engaging design with high-quality visuals while showing the benefits and unique selling proposition of your app. Use keywords in line with the search intent of your users. Include reviews and ratings by satisfied customers.
The more valuable and appealing your mobile app appears to your target audience, the bigger the chances of its success.
6. Optimize Your Website for Mobile- Market a Mobile App
With 4.32 billion mobile internet users, optimizing your website for mobile will ensure your content shows properly across various devices, providing an excellent user experience across the board.
If you’re creating an app for your e-store, one option for mobile optimization is Magento 2, which offers a clean touchscreen-friendly interface and is optimized for various browsers and devices, meeting the latest eCommerce requirements.
If you’re interested in this solution, you can discuss your project with top Magento developers to help you get started.
Known also as “undercover marketing,” this marketing strategy relies heavily on original thinking and creativity and presents your mobile app in an intuitive way that seems away from advertising to your potential customers.
Here is an example: Use a QR code or a sticker in locations that are likely to present a problem which can be easily solved by your app.
How to Market Your Mobile App
Finally, it’s time to market your app! Here are a few ways to increase visibility and reach your target audience:
Run App Store Ads
Use Apple Search Ads and Google App Campaigns to organize app install campaigns and encourage users to download your mobile app.
As a starting point for Apple Search Ads, you can use the keywords from your App Store Optimization strategy. Identify those that generate the highest traffic and place bids on them. When users search by those keywords, your ad will appear before the first organic search result.
Apple Search Ads has an average conversion rate of 50%, which makes it an effective way to attract more users and increase revenue.
To launch a Google App Campaign, set campaign goals and choose a category subtype, for example “App installs” or “App engagement.” Submit some text, a starting bid and budget along with information about the locations and languages you want to cover. Your campaign will be optimized by Google to achieve your goal by:
- Delivering ads to users in the same location
- Delivering relevant ads to different users at the right time
- Delivering relevant ads to YouTube users
2. Create a Blog
From whitepapers and reports to articles, videos and case studies — create SEO content that focuses on the problem your mobile app is solving.
Attracting users through quality content and educating them on the topic even before your app is launched will multiply the organic traffic after the official release.
3. Use Social Media
With millions of people interacting on social platforms daily, social media are valuable platforms that can boost the popularity of your mobile app. Focus on both organic and targeted advertising to reach qualified prospects and increase the traffic to your landing page.
4. Use Influencers
Research either some good influencer marketing companies or influencers followed by your target audiences. Contact them to partner on your mobile app marketing project. A simple example would be asking an influencer to post a positive review of your product, while your business in return acts as a sponsor on the influencer’s podcast.
5. Implement Retention Tactics
Once you launch your app, focus on establishing strong and trustful relationships with your consumers. Use Fear of Missing Out (FOMO) campaigns and push notifications along with offering perks to users and fixing bugs when such have been pointed out.
Other Ways to Promote Your Mobile App
Here are several ideas you can use to minimize your mobile app marketing costs and promote your app.
- Plan discounts. Boost downloads through offering discounts on certain days or give incentives to those who refer your mobile app to others.
- Educate by sharing resources and insights. This will boost recognition and help increase the number of downloads.
- Communicate with your users by providing feedback on both positive and negative reviews. Replies will increase the level of engagement and show you care about your users.
- Support an initiative or a cause. An example would be allocating a percentage of your sales to this initiative. Promote your commitment on your social media channels to show your brand values, show care and attract users who respect social responsibility.
- Use your social circle. Promote your mobile app through family members and friends who may further popularize it through their social accounts.
To market your mobile app successfully, you must engage with prospects at each stage of your conversion funnel.
The marketing strategies you can use to market your mobile app include:
- Inbound marketing
- Email marketing
- Interactive marketing
- Account based marketing
- Undercover marketing
Before you begin marketing:
- Define your objectives
- Create user personas
- Analyze your competition
- Creating a landing page
- Plan app store optimization
- Optimize your website for mobile
Once you’re ready, consider the following options:
- Run App Store ads
- Create a blog
- Promote your app on social media
- Partner with influencers
- Use retention tactics
Using your social circle, supporting a cause or educating your audiences will further promote your product and increase the number of app downloads.