Once the mobile application is finally ready, all that remains is to show it off to the world. The question is: how do you spread the word about your app? Only in 2020, consumers downloaded 218 billion mobile apps to their connected devices, up from 140.7 billion app downloads in 2016. Even really groundbreaking software might get overlooked in today’s highly competitive and constantly growing mobile app market.
Many apps dwindle due to poor research, unoriginal branding, and a lack of mobile app promotion. You need to develop an efficient app marketing strategy if you want to stand out from the crowd. The process of introducing a new product to the market should be iterative to confirm assumptions about customer behavior and the product itself. From the moment a user first learns about a product to the moment they become a regular user, mobile app marketing strategies cover all user interactions.
By focusing on following platform-specific best practices and constructing a strong foundation, you can avoid an often neglected part of the app development process. Here are gathered strategies that’ll greatly increase your chances of a successful application launch.
The key to app marketing success
It’s easy to assume that users are going to use the app and instantly love it, but a successful mobile app promotion is deeply rooted in user research. The goal is to make sure consumers are aware of your app’s existence and why they require it. Instead of focusing on hard sales, consider how you might provide value to your consumers. To do so, you need to know your target audiences, competitors, and how to build application awareness for early adopters.
Target audience
Discovering who your target app user is and what they value is a key goal of the awareness stage. An app designed for students will not meet the standards of an app designed for late adults. With an understanding of your potential customers, you may embody them.
You must first identify your target audience and then direct your marketing efforts toward them. Examine the underlying demographics to determine who requires your product or service and who is most likely to get your app. Because it might have many user groups, you must define the product’s key demographics and bear this in mind throughout the project’s early planning and discovery stages.
Competitive analysis
It’s not about just understanding your audience but also knowing what your rivals, as well as colleagues, are doing so you can keep it current and original. Validate your concept, then do a competitive study to identify who your competitors are targeting. Find out what succeeded and what did not work for them.
Early market
An idea of global mobile success may be very tempting although it’s very unlikely to happen. You must be aware of your constraints and work within them while being succinct. Set a viable release date and push your app to a restricted market. Make sure all of your promotional materials are ready up to this time and don’t wait for the last moment. Strategies covered in the next sections require prior work and extra effort. But in the end, it all pays off.
Strategy no. 1: Landing page for a mobile app
The part on this topic has to be included in an effective mobile marketing strategy. It has become normal practice to create a website or, at the absolute least, a teaser video for your product. The landing page’s basic structure is meant to deliver information straightforwardly and accurately. Its purpose is to get the users to download an app and test it out. A good landing page can accomplish this efficiently.
Additionally, having a website showcasing your mobile application is also a wonderful method to start building your domain authority and take advantage of Search Engine Optimization (SEO). Because landing pages are rather simple the costs are quite low – details are covered in the article on how much does it cost to develop a website in 2021.
Strategy no. 2: App Store Optimization
The basic objective of App Store Optimization (ASO) is to maximize the application’s visibility and awareness. Numerous factors impact an app’s position, which only you can change. By creating and optimizing content, you can get better conversion and app user acquisition, all of this leading to a higher number of organic app downloads. It comes to choosing the right descriptions, screenshots, videos, and keywords.
Depending on your target mobile platform, whether it’s Android or iOS, learn the techniques for a better ASO. On Applover’s blog you can find:
Strategy no. 3: Paid promotion of a mobile app
Not every way to promote an application can be free. Your marketing campaign plan just has to contain at least some sort of paid promotion. But don’t be concerned if you have a limited budget to market your software. Continued sponsored advertising will keep downloads constant. All you have to do is keep the momentum rolling.
Digital marketing strategy
Start rolling out advertising with the use of tools such Facebook Ads, Google Ads, or LinkedIn Ads. Another approach is App Store Advertisements (ASA) to increase your presence regardless of your optimization score by paying to rank higher than organically. Use the advantage that the customer who is already browsing the store is most likely looking for new apps. However, keep in mind that iOS and Android consumers have varied preferences and expectations. Try to personalize your campaign for target app user desires.
Content marketing strategy
Content marketing has usually been thought of as a way for growth, but it may also involve the use of social media, video, blogs, and other formats. Find popular sites in your niche and try to have an article published on them. The more backlinks you have, the higher your Google ranking will be. This should help you generate leads in the long run. You may also create your blog with posts about the app’s features. Creating content is an incredible strategy to boost traffic on your website while also increasing brand recognition and trust.
Influencer marketing strategy
Promote your app directly for those with thousands of followers. You may also collaborate with micro-influencers or technology lovers who are followed on social media. It’s better to hear a good reference from someone widely known and admired. It builds credibility and, again, recognition for your application. When someone respectable is associated with a brand, it can sometimes go outside social media and benefit from traditional marketing.
Social media marketing strategy
Make your app visible on social media platforms. Choose the channels where your audience is the most active. Share updates about your app with additional valuable content. Social media can still have a major impact on your profitability and popularity. Once people start talking about an app, they will also start to attract momentum and more followers.
Strategy no. 4: Press Kit for app promotion
A press kit, also known as a media kit in business environments, contains resources such as texts, photographs, videos, and graphics for journalists and editors. It’s intended to give an overview of your mobile product.
You’ll need to make sure you have both physical and electronic press kits ready for the necessary press and promotion groups, depending on your level of marketing. Make a list of the most probable media organizations, bloggers, and other well-known names and figures who could be interested in writing about and evaluating your app. If they choose to write about your product, they’ll have all the information they want.
Strategy no. 5: App Store Editors and Rewards
Each day, professional curators check a free or paid app and game. You may try pitching your app to curators in such an application store. Describe what your app is doing and what is unique about it. If done with conviction, this technique can be beneficial.
You can also enter a mobile app contest. Some of the popular ones are Best Mobile App Awards or Apple Design Awards. Do also research to find a contest specialized in your application category. With a good user experience that arose during the development, you will be noticed and get free recognition as well as some awards.
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More ways for mobile marketing
The promotion of mobile apps is essential for your success. Nobody could experience your product without app promotion to help spread the news. There are many more numerous methods to achieve this, some requiring more effort than others. Remember that you shouldn’t stop at these strategies as it is a dynamic process. You can take advantage of a personalization or reward strategy to increase the number of downloads. Don’t give up if you struggle at the beginning – successful marketing is a long-term process.
