Keeping tap with the overwhelming range of new technologies, marketing of apps also going beyond the common cliches. Instead of focusing on numbers, high-quality acquisition with higher lifetime value is becoming focus areas. While the basic and ground principles of app marketing are still the same, over and above them, some new marketing techniques are driving traction now.
1. Study customer behavior
Any app marketing must begin with a mission to know its target audience deeper. When you know your target audience with their motivation factors, preferences and dislikes, you know what it takes to engage them. For a new app, it is best done by studying the users of a competitive app. Some unique behavior patterns are also based on user demographics. For instance, younger people are more adaptive to latest technologies, and they like smart interfaces while they have a very low and vulnerable attention span. On the other hand, middle-aged people like an easy-to-use app with active help to guide them navigate an app. User behavior also depends on the kind of devices they are using.
If you are a business and launching a new mobile app, it is very likely that the first band of users that you have to deal with are your website users. So, initially, by just studying your website user behavior you can know about user behavior patterns. To get to know about your users in further depth, you can take the help of customer surveys and analytics tools. By studying the session duration to the preferred time of engagement to typical user activities in given scenarios you can assess the user behavior which will guide you in your marketing campaigns.
2. Prioritize your marketing objectives
Marketing resources are expensive and time-consuming. Naturally, your effort must be result driven. Your principal objective should be to add a unique value to the life of your customers with your mobile app. Now that you know the unique value proposition of your app, you need to have clear marketing goal and clear priorities about these objectives.
You should start your marketing effort as early as possible and should make the pre-launch marketing big. When you hire someone to build an app, you should be ready with a follower base and interested audience. Better the pre-launch campaign bigger the immediate post-launch success you can expect.
For a business launching its mobile app first priority should be making your loyal customers and business associates use the app and spread the word. Secondly, banking on your existing customer base and social community you should try to create more buzz. When doing everything across the platforms to spread the word about your app, do not forget to get feedback from your users and audience.
3. Motivate users to review and rate
Do you know more than 60% of online sales come from user recommendations? Do you know social and online recommendations now have become the biggest push factor and have already succeeded the success of traditional ads? If all these are true, your marketing initiative cannot shy away from the immense importance of user reviews and ratings. Besides directly influencing the buying decisions of people customer reviews and ratings in turn also influences App Store ranking and rating of an app.
The trusted and most preferred way to encourage users to review and rate your app is to send push messages when the users are using the app. Users who reject such requests or just do not respond positively can further be reminded and requested through emails. You can also gamify the reviewing and rating action with in-app promo points and in-game offers. You can also run contests to push users for more reviews.
4. Social media promotion
Obviously, you can try to make your app being featured in the App Store list. But since it is so uncertain, you cannot drive all your marketing resources for that single objective. Instead of depending on ‘featured list’ you can make your app being heard through rigorous social media promotion.
There is a broad range of social channels including Facebook, Twitter, Google+, Pinterest, LinkedIn, etc. But every channel may not give you the same kind of marketing output as per your expectation. While Facebook and Twitter are the two most common and attended ones, among others, you should choose as much as two platforms depending upon the nature of your app and your audience. If you have an app where visuals play a significant role, Instagram or Pinterest are irreplaceable. If your app is used by professionals and businesses, LinkedIn will be an ideal platform.
5. In-app video ads
Promoting an app through in-app video ads is the new and most engaging way to get noticed and drive acquisition. Such ads help people to look through an app without really needing to download it. When it comes to conversion, they offer far better result than other types of ads. A recent study by app streaming provider mNectar said that in-app playable ads achieve much higher user retention rates.
Though this strategy of playable ads was started with game apps, it continued to remain popular and now is being embraced widely as the ideal solution to reach an audience for whom your app really matters.
6. Creating single page website
Most buyers still want to inquiry about the credibility of a mobile app before deciding to download it. This is why building a website for your mobile app is so important. Moreover, even if you have created a single page website for the app, it enjoys all the SEO exposure with the use of target keywords and search-engine specific contents.
You can launch a rigorous SEO campaign by publishing quality contents and try to drive traffic from there to your app. When you have a website, you can also use it as a marketing platform for your app and try to generate leads through a landing page. Your app website should offer screenshots of the app and videos about the app.
To conclude, mobile app marketing needs rigorous focus and continuous attention. Instead of trying to everything at once, have a list of priorities and concentrate on fewer channels to gain results.