Mobile App Marketing – Developing A Killer Strategy

Mobile App Marketing

So, you’ve created your app and it’s ready to go live in store – What an incredible milestone for your business! The scoping of the project has been completed, the user personas have been created and the UAT testing done. It’s time to execute your mobile app marketing strategy and seek advice from industry experts to ensure your app is ready for optimal success. 

App development is larger than ever and according to a recent report by Statista, The global app economy is set to reach an estimated value of $6.3 trillion USD in 2021.

Smartphone devices are now a part of our everyday life and the average user had 40 apps installed on their mobile phone in 2020.

There are many reasons to develop an app, it may have started as an idea or it may be to automate a business. Whichever it is, building an app is an achievement for any individual or company.

Mobile app marketing begins from the moment a potential user knows about the app. Every interaction with a potential user is crucial to ensure they download the app, this is what we call User acquisition.

User retention is the ability to keep the users interested in the app and more importantly, where the monetisation of the app can begin with the aim of seeing a healthy return on investment. 

Mobile app marketing is a new method of marketing given that the app store only opened in 2008. So lets take a brief look as to how we can develop a killer strategy!

Mobile App Marketing

Mobile App Marketing – Build brand awareness

Developing an app can take months or even longer depending on the scope of the project. Its important to utilise this time to build brand awareness around the app. If the branding is instantly recognisable, users are more likely to download the app once it is in store.

Social channels including Facebook and Instagram are wonderful platforms for building brand awareness. Being consistent with content including stories, boosted posts and campaigns are all various ways of getting in front of your target audience. Linkedin, Tik Tok, Snapchat and even Pinterest are all becomming increasingly popular platforms to advertise on too.    

Mobile App Marketing – Afflilliate & ambassador marketing 

Affilliate is simply another term to describe an influencer, this is when a person aligns themself with a product or brand and promotes said product or brand in exchange for compensation in the form of money or “complimentary” products.

Most influencers or affilliates have very large followings on social media and are able to influence potential customers to buy certain products. An ambassador is similar, however an ambassador would normally represent a brand because their beliefs and values align with theirs for example a well known fitness professional would potentially become a brand ambassador for activewear or supplements.

Mobile App Marketing – Create awesome video content

Creating a promo video is great for attracting new clients and customer and will build online awareness. If viewers are new to your brand, a promo video is great for giving them an insight into what your company is all about and has to offer. Creating a Youtube channel is another option – Youtube has more than 2 billion users worldwide and is a great platform to put video content as well as your promo video.   

App store optimisation 

App store optimisation is the process of improving an apps visibility with the aim of increasing downloads. The main objective of ASO (App Store Optimisation) is to increase the acquisition and retention rate. 

ASO is the SEO of apps and focusses on keywords and descriptions in the same way the goal is to optimise your app name, app title and app description. By implementing ASO correctly, this can asist with increasing downloads and reducing the overall cost of user acquisition.

There are plenty of tools available to assist with ASO, including App Radar & App Tweak. There are also agancies availabile to assist in running ASO for you.

In app marketing

In app marketing is the advertising and marketing which is taking place inside the app whilst it is open and being actively used. In app marketing comes in the forms of messages or marketing campaigns which are shown to the user while they are inside the app itself. In app marketing allows for personalised messaging which is a huge hit will gen Z and millenials. It’s allows a brand to stay connected with the user and is important for tracking analytics and feedback.

In-app marketing can also be used to assist the user to use certain functions of the app by adding notifications and “how to” buttons. Push notifications are also another option to promote new features, it’s important there is a balance with the amount of push notifications however, some brands are guilty of sending out too many and the user will then go on to turn noticifactions for the app off!

Mobile App Marketing

Optimise your website 

Its important to build an online presence; users behave in very different ways depending on their habits and demographics. 80% of mobile activity happens in apps, and the remaining 20% takes place on mobile web

Users tend to skip between mobile, desktops and tablets therefore it is crucial to optimise your app and your website separately. The goal however is to entice the user to download the app, so clickable links, banners and a blog are all small ways to assist them in doing this.

Get connected

Referral marketing is an old school technique however given the ongoing effects of the pandemic, businesses are supporting other businesses like never before. Getting connected within the industry and the community are key to building brand awareness and organic brand advocates.

Networking with likeminded people looking to support each other is a great stepping stone to solidify your reputation and once the app is ready consider a launch party. Any PR company worth their salt will be able to assist in ensuring the right people are comming through the door. If you are still seeking investment, this may be the opportunity to showcase your product and its market potential.

Dont forget offline 

Offline advertising is still used very succesfully, engaging with people outside their home or office is a strong strategy and can be used to compliment your online strategy. Some offline examples include:

  • TV
  • Radio
  • Newspapers
  • Digital signage
  • Billboards
  • Buses

Rate yourself

As well as having testemonials, accolades and awards will solidify your reputation and build trust and credibility with your audience. There are a vast array of awards in the app development industry and if you don’t ask you don’t get. If you were to go on to win an award this would not only boost your confidence but open you up to a wider audience.

Final Thoughts

As we continue to navigate through 2021, it is important to build brand awareness for your app. Many potential customers have been displaced with other businesses closing either temporarily or permanently. Identiyfying the target market is key and deciding which marketing funnels to choose is crucial. If there was ever a time to take a risk – its now!