6 Great Ideas for Better Mobile App Marketing
14:58 19 October 2020
With 2.56 million apps available for download on Google Play, and around 1.85 million apps in Apple Store, the competition is fierce, meaning that promotion of a new app entering the market is pretty challenging.
If you want people to choose the app that you've created out of thousands of similar options, you need a long-term marketing plan and some efficient marketing tactics, both during the pre-launch and post-launch phase.
To prevent your app from remaining in the shadows and being virtually unnoticed, here are six great ideas on how to make it stand out from the crowd. Read on and find out how to help your app get discovered easily and become your ideal customer's preferred choice.
1. Know Your Demographics
The key to creating a successful app, let alone finding the right marketing techniques to reach your target audience, is having a thorough understanding of your potential users. Try to determine the following:
- Lifestyle and interests,
- Web presence,
- Influential leaders.
By gathering this data, you will be able to gain a deeper understanding of your potential users' needs and pain points so that you can build a strategy that will resonate with their challenges and address them in the language they will understand.
If you skip this phase before developing both your product and your marketing strategy, you're wasting a valuable resource and dramatically reducing your chances of success.
2. Search Engine Optimization
Having a website with a blog is a perfect way to establish an online presence for your app, even before it's out in the store. This way, you can engage with your target audience, building and enhancing the relationship between them and your business, and consequently, your app.
Your website will provide a home for your business and establish its credibility. If it's optimized for search engines, your website can attract thousands of leads and convert them into your loyal users who will download and use your mobile app.
In addition to having a professionally designed, attractive, and functional website, you need to make it visible in relevant searches by using keywords and other strategies – by obtaining links from authority websites, listing it on different directories, etc.
Apart from providing more content to optimize for search engines, and thus improving your website's ranking, blogging will help you engage with your website visitors. You can share articles, photos, and videos of your app development, as well as use teasers, countdowns, and sneak peeks to spark your target audiences' interest.
3. App Store Optimization
Nearly half of the users discover the apps while browsing the app store, so once your app is out on the market, your app store page has to be effective.
One of the first touch points between your app and the potential users is your app's icon. Make sure its design is catchy so that it grasps your ideal customers' attention. You can't go wrong with a simple and minimalistic design, so try to avoid an over-the-top visual identity.
As 46% of ASO is in the form of description updates, consider the title, and keep your description copy appealing, easy to understand, and useful.
The screenshots that you use in your app store page should be the ones that clearly show the benefits of your app.
If you want to boost the number of downloads for your app, use search ads that will make your app pop up in front of your potential customers' eyes when they search for an app like yours.
4. Focus on Retention
It's a long way from downloading your app to your customers actually using it and becoming loyal to your brand. As a matter of fact, after being downloaded, most of the apps are used only once, and never again – only 23% of your users will come back to your app three days after installing it, while within a month, 90% will abandon it.
Some stats say that if you reduce your churn rate by 5%, you can improve your profitability by 75%, so, when it comes to retaining existing users, try playing it safe.
A good example of retention done right are banking apps that rely on conversational AI chatbots to engage with their customers in more frictionless and convenient ways. Using an army of chatbots, banks can seamlessly onboard their customers, automating multiple aspects of their journey, thus preventing their churn.
5. Gather Reviews
Before downloading your app from the store, your customers will most likely check out the reviews, so make sure you monitor what your existing users say about your app.
As 77% of customers would leave a review if they are asked to, make the process as simple as possible, and incentivize your satisfied users to share their experience.
Pay attention to the negative comments and the reviews you receive and respond to them thoughtfully and proactively. Ignoring them or responding just for the sake of it is unhelpful and annoying to users, so that it may harm your reputation.
6. Utilize Social Media And Influencer Marketing
Social media is an effective channel for promoting your app, especially when combined with the power of influencer marketing.
Start with determining the right kind of platform, depending on your niche, and the preferences of your target audience. Don't spread yourself too thin – if you can't handle more channels, it's better to be fully present and active on a single strategically picked platform where you will post frequently and consistently.
Use these channels to post relevant and useful content, such as how-to videos, behind the scenes snaps and stories, and different photos. Engage with your followers using quizzes, contests, and giveaways, and incentivize them to post user-generated content related to your app – it will serve as valuable social proof and boost your downloads.
For more social proof, try to get in touch with the influencers in your niche and team up with them.
Succeeding in an overcrowded mobile app market may seem impossible, but these ideas for better mobile app marketing can help you differentiate your app from the rest, as well as attract new and keep the existing users.
Michael has been working in marketing for almost a decade and has worked with a huge range of clients, which has made him knowledgeable on many different subjects. He has recently rediscovered a passion for writing and hopes to make it a daily habit. You can read more of Michael's work at Qeedle.