App Marketing Strategies

content Lần cập nhật cuối: 21/10/2018
Marketing your app is one of the biggest challenges toward achieving scale. With such a high saturation of apps across most industries, simply creating an app does not separate your enterprise from noise. That’s why you need to commit to app marketing strategies that get your app downloaded and increase user retention. According to one source, 89% of total mobile consumption occurs in apps. Unfortunately, a majority of this only occurs in a select number of apps. Apps have a number of advantages over mobile websites, such as faster loading speeds and the ability to leverage native features. But apps also face the additional challenge of consuming precious phone resources, such as battery life and storage, which makes consumers more selective in app purchases.As we review our top app marketing strategies to inform your campaign, the key thing to remember is to market the experience and not the app itself. Contracting app marketing agencies and mobile marketing agencies to help your campaign will position your app to perform the best over the organic and paid app market. Without further adieu, let’s discuss some of our top app marketing strategies for your app. Complete Market ResearchMarket research is the first step to any well-informed marketing campaign. Using a variety of strategies, such as keyword tools and Facebook’s ‘Audience Analysis’ platform, you can compile demographic and psychographic information on your most relevant customers. Using this information, you can narrow down your audience to create a custom profile. This will represent the customers that are most likely to be early adopters of your product and help your marketing campaign through word-of-mouth marketing. Conduct Competitor Research You can make this process even easier on your marketing team by conducting incredibly granular competitor research. Using this, you can find a pre-established audience profile that you can compare to your own to inform your targeting strategies.For this, leverage everything from competitor keyword research for organic campaigns to their app store optimization strategies to see what type of messaging results in a high conversion rate. Determine the best strategies and refine them to offer greater solutions that separates your brand as authoritative and value laden. Conduct Conversion Optimization on Your Landing Page We recommend setting up a landing page for both organic and paid advertising campaigns that inform users of your app. This should include everything from basic contact information to promotional videos. The key here is to outline benefits of using the app, rather than technical specifications. Again, this aligns with the notion of selling the app experience, rather than the app itself. Experiment with your CTA for app store installs to see which ones result in the most conversions. A/B split test everything, including above-the-fold messaging to landing page headlines to see which ones nurture clicks on your listing and translate to the most conversions. App Install Campaigns Using your competitor and market research, you can begin implementing micro-targeted app install campaigns over a variety of advertising networks, including the Display Network, Google AdWords, Facebook, etc. The key is to target the platforms and devices that your users interact with most. It’s ideal to hire an agency who can help you keep campaigns under budget and gather the most conversions for your ads. Experiment with everything from ad scheduling to your bidding proposition and track with analytics software to discover the strategies that result in the most conversions, not necessarily clicks. App Store OptimizationMarketing over the Play Store and App Store requires a bit of a different strategy from traditional mobile advertising. If conducting apple app marketing, you’ll need to conduct long-tail keyword research in order to get your app displayed for relevant searches. There are also strategies you can implement to get featured on the App Store, but this mostly involves advertising and gathering huge downloads beforehand.The most control you’ll be able to exercise over your app store listing is the messaging itself. Choose a striking thumbnail picture that attracts the user’s eye and write meta descriptions that promote the benefits of your app and urge people to download it. Again, the screenshots you implement should relay the experience and benefits of the app. Commit to Organic SEO Finally, advertising and app install campaigns can generate some initial short term success, but we realize that your budget will flush away rather quickly. Organic SEO and content marketing can help elevate your brand as an authority over competitors in your niche and create long-term, sustainable success for your app. Strategies include:
  • Publishing frequent content over a blog
  • Conducting link building to your blog, landing page, and App Store/Play Store URL
  • Reaching out to influencers to use and rate your app
  • Registering your app and company over relevant directories
  • Guest posting on industry blogs and publications to promote your brand
ConclusionWhen all is said and done, the proof is in the pudding. Go back and track your KPI’s, focusing primarily on conversions and retention to evaluate your success and iterate campaigns that are performing poorly. As much as we’d like to think it, ideas don’t sell themselves and a good idea ignored is just as bad as a bad idea adopted. Commit to marketing to get a return on your investment and get your apps in the hands of users who need it most. 

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