As new technologies emerge, online marketing strategies are becoming increasingly popular worldwide. Small and medium-sized businesses, corporations, and other large businesses know that the one way to be prominent in the app market is to have a strict app marketing plan. Putting time and effort into making a fully functional mobile app is important, but it won’t be worth much if no one uses it.
By the end of the third quarter of 2022, the most popular app stores around the world will have given their customers access to up to 4 million mobile apps.
When it comes to marketing mobile apps, you can rest assured that you will be involved in every stage of the process, from the moment a potential client clicks on your advertisement to the moment that they become a loyal customer of yours.
It is challenging to successfully promote a mobile app since you need to determine who your target audience is, how to contact them, how to interact with them, and how they use the app in order to make adjustments as users progress through the acquisition funnel. The ultimate objective of the marketing strategy for every mobile app is to convert indifferent users into devoted brand evangelists.
What is a Mobile App Marketing Strategy?
Mobile app marketing seeks to market a mobile application, attract users, and increase the number of downloads. It means anything that gets more people interested in and using your mobile app.
Many of the same tactics employed in traditional marketing may be applied to apps, with the added benefit of targeting app users more effectively. It uses information about how new apps are used to make sure that your marketing strategy works.
What Are the Stages of a Strategic Plan for Mobile App Marketing?
At every stage of the marketing and sales funnel, mobile app marketing focuses on the user. Because the user will most likely cycle back and forth between steps, we can measure their mobile engagement by looking at the entire process.
Identifying your target audience, developing a strategy to reach them, and initiating communication with them are just a few steps in mobile app marketing. By analyzing your intended audience’s actions, you can improve their experience. Your goal is to increase the number of people who download and use your software so that it is beneficial to more people. As a result, devoted customers are critical to the survival of any business.
Awareness Stage
The goal of the mobile app’s pre-launch “awareness” stage is to generate interest in the app and familiarity with the brand earlier the product is even available to the public. Can you describe the exact path your ideal customers will take while using your mobile application? You must first understand its positioning and messaging to launch an awareness campaign for your brand.
Consumers are usually drawn to a company because of its beliefs and goals rather than the attributes of its products. Brand standards that enable consumers to form meaningful relationships with your products will be extremely beneficial. So, here is a list of what you should do and how you do it throughout the awareness phase of your marketing strategy:
1) Set A Launching Date
When preparing to launch a product, avoiding unforeseen complications is essential. Apple, unlike Google, has a stringent review procedure that could delay the release of your software. Similarly, you may come across an unforeseen impediment. If you take the time and make the effort to plan ahead, you will be able to predict and deal with any problems that may come up before your product is fully launched.
Note: You should be aware of any significant events occurring around the time you want to launch your app.
2) Carry Out Market Research
Extensive market research and competitor analysis are required for mobile app promotion. The information learned from the study will be very useful whether the user is planning, carrying out, or evaluating a project.
Before you spend time and money developing a mobile app, you should figure out who you’ll be selling to. Marketing research can help to define the following strategies:
- Your intended audience
- The needs of your local users
- Your competitors
Everyone who uses your mobile app should immediately understand its value and purpose. At this point, you’ll either accept that your app has a real option or realize that you must completely rethink your concept to compete in the mobile app market.
3) Develop User Personas
After defining your target demographics, challenges, and interests, the next step is to create user personas. Creating user personas entails segmenting your target audience into subsets defined by shared characteristics such as demographics, purchasing habits, and preferred access mediums. With this knowledge, you can create a fictional persona that will appeal to your intended readers. These fictitious people can represent customers, and you’ll need to collect certain demographic information to tailor your content to their interests and solve their problems. Consider the following when creating user personas:
- Collect data on your ideal customers.
- Based on the data gathered, behavioral patterns can then be identified.
- Look for common interests among your intended readers.
- Determine what works best for your target demographic.
- The preferred social media platforms have been identified.
- They specify when they are considering iOS and Android.
By thinking about the answers to the above questions, you can make sure that your mobile app marketing fits the needs and wants of your ideal audience.
4) Create A Website
Creating a website should be your first priority when considering how to promote an app. Ideally, you would build a website before developing an app.
You can begin promoting your software before it is even downloaded, allowing customers to learn more about it. Create a visually appealing, well-optimized, informative, and entertaining website that targets your ideal customers while emphasizing the benefits and capabilities of your app. Many businesses are implementing mobile applications to take their brand strategy to the next level. Because of this, plugins for WordPress like APPExperts, AppPresser, MobiLoud, and others can turn your website into a mobile app.
5) Develop A Landing Page
To introduce your app to potential customers, you must create a landing page containing all the information they require. In order to attract users, your app’s landing page must be both informative and visually appealing. Instead of long paragraphs, use short sentences and bullet points to keep your writing concise and easy to read.
On the landing page, include links to the App Store and Google Play and screenshots and calls to action (CTAs) that lead directly to the app download. You need to make sure that search engines can find your app’s landing page if you want your app to show up higher in search engine results pages (SERPs).
6) Create A Blog
Start blogging about your app as soon as possible to establish yourself as an expert in your field. Find out what your visitors want to read about and what questions they have, and then write about it. You should begin working on the website before moving on to the mobile app.
It is as simple as writing about your software and brand to spread the word about it. Through informative blogs, you can gain the trust of your audience. They have the potential to be recognized as authorities in their chosen field. Email and social media accounts can also be used to distribute the content.
To stay ahead of the competition, it’s critical to publish new blog posts regularly and devote resources to hiring high-caliber content creators. Stick to a set schedule, like one blog per week, on your blogging platform to stay consistent.
7) Create a Social Media Presence
Promoting your mobile app should revolve around your social media presence and availability. With the help of your social media following, you can learn more about your target audience and increase the number of people who see your mobile app. Part of your social media strategy should be to find the most popular ones to use and make accounts on all of them.
Start conversing with your target audience by commenting on their posts, reading their updates, and sharing their content. By making sure content is always being made, you can keep your audience interested, involved, and loyal to your brand.
8) Employ Email Marketing Strategies
It’s essential to compile an email list of people who might be interested in your app so you can keep them updated. Use a newsletter to keep customers up-to-date on the latest app changes, highlight the features and benefits of your product, and let them know about any upcoming marketing plans.
A good email marketing strategy will also help you increase new customer signups and repeat business. It is also easy to reach the people you want to and to give special deals to your most loyal customers.
9) Produce Video Content
Video content, particularly short, interesting videos, is easy to capture your target audience’s attention. The video footage can be reshared on social media platforms like Facebook and Instagram. It can help people learn about your business and learn about your app and what it can do.
Acquisition Stage
There is no limit to what a well-thought-out user acquisition plan can accomplish. It’s critical to try new approaches, think outside the box, and fine-tune your mobile app marketing strategic plan regularly. As many people as possible should download your product during the first calendar week. As more people download your app quickly, its visibility in the App Store grows. As people download your app, you must understand where they’re coming from. As a result, you can emphasize your efforts on the most fruitful channels while significantly improving the others. Several methods for attracting new customers are discussed below.
a) Make Use Of PPC Advertisements
When deciding where to put pay-per-click (PPC) ads once your app is live, think about which social media sites your users are most likely to use.
Depending on your intended demographic, you could create this on social media platforms like LinkedIn, Facebook, or Instagram. Pay-per-click (PPC) advertising works because it targets users based on what they like and what they’re interested in.
b) Application Store Optimization
By fine-tuning your App Store pages, you can improve your app’s visibility in the App Store’s search outcomes and conversion rate. In-app searches are thought to account for more than 65 percent of app discovery.
When your app ranks high in search results for a specific keyword, it will stay there for an extended period of time. Users are more likely to find your software if it is ranked higher. Finally, more downloads will increase your app’s visibility, attracting the attention of editors.
Thus, the title and keywords are two factors that must be considered for successful app store optimization. You need a catchy title if you want customers to open your app and see a lot of results. You should use a keyword in the title to get the most clicks.
As a result, it is critical to monitor how ratings and comments affect sales. You must scrutinize the outcomes of thousands of tests conducted by mobile app developers and publishers. Both the iOS App Store and the Google Play Store (SERPs) use user reviews as a big part of how they rank apps.
In the context of iOS and Android mobile apps and games, there is a strong correlation between the number of organic installs and the actual time it takes to convert the amount of exposure ASO receives. Invest in online visibility-related marketing strategies. You can increase the number of people who find your mobile app through channels such as search, featured categories, top charts, and more.
You must devise a strategy for strategically arranging these keywords in your listing so that you appear in relevant searches. You should also emphasize the benefits and advantages that the software will provide to its users. Visuals such as videos and images must be included to provide significant value. You’re losing potential customers because your software isn’t available in their language.
Retention Stage
The majority of individuals will put a significant amount of consideration into the marketing strategies that they will employ to recruit users; nevertheless, once you have obtained users, the product will not yield business if no one is utilizing the app. The subsequent step for you to take should be to design a strategy for retention marketing in order to transform your new clients into lifelong users. Increasing the retention rate can be accomplished in a variety of ways, some of which are as follows:
a) Put In Place A Two-Way Communication System
The most effective strategy is to personalize the experience of using your app for each individual user by catering to their specific requirements and areas of interest. If a consumer is delighted with a product, they are more inclined to continue purchasing and utilizing that thing. Within 28 days of getting an in-app message, the percentage of customers who remain loyal to businesses who use in-app messaging can range anywhere from 61% to 74%.
It is not necessary to respond right away to every notice that an app sends; some, particularly those that are sent from within the app, can be ignored. Notifications regarding app problems, unsuccessful payments, and software updates would fall under this category. You should never make the assumption that any user will find any of the information you send them helpful. Therefore, if you want to create material that is relevant, you will need to concentrate on particular segments of your audience.
b) Turn on Push Notifications
The use of push notifications has been shown to result in a gradual rise in user retention ranging from 57% to 190%, as indicated by the figures. Those who have enabled push notifications spend up to 88% more time on the app when compared to users who have not enabled push notifications.
Your app’s ranking will rise as the percentage of returning users increases. It’s an excellent way to generate interest in your app. You can also use mobile-only perks like exclusive content, vouchers, limited-time sales, and targeted promotions to increase conversions and user engagement.
Outcomes of Mobile App Marketing
A number of factors have been discussed above that should be considered when developing a mobile app marketing strategy. Deep, data-driven marketing campaigns that boost sales and income take all of the following into account:
- The Defining Release Date
- Market Research
- User Personas
- Website
- Landing Page
- Blog
- social media presence.
- Email Marketing
- Video Content
- PPC Ads
Because not every mobile app marketing strategy is appropriate for every business, you must tailor your approach to your mobile app, intended industry, and target audience. So, to get strong and reliable results, you need to do a lot of research and come up with a real-time marketing strategy.
