Today, the rapid advancement in technology has led to the rise of online marketing trends across the globe. The availability of a wide range of mobile apps on the world’s leading app stores covers up to 4 million as of Q5 of 2021. SMEs, enterprises, and corporate ventures know that a meticulous app marketing strategy is the only aspect that stands out in the current app market segment. While focusing on mobile app development and building an app that works properly is a core element for success if the users don’t know the product exists.
Mobile app marketing encompasses everything ranging from user interaction from the first glance they learn about the product to when they become a loyal consumer. The dilemma of efficiently marketing a mobile app revolves around defining a target audience, learning how to reach them, communicating with them, and analyzing their in-personal app behavior to devise streamlined improvements as users go through the acquisition funnel. The ultimate goal of a mobile app marketing strategy will be to adapt users that will not only increase the repetitive engagement tactics but will also become sustainable advocates for the product.
What is a Mobile App Marketing Strategy?
Mobile App Marketing is a marketing strategy used to promote a mobile app, engage users, and leverage the number of app downloads. It refers to the tactics used to attract multiple users and create interest in your mobile app. It shares a wide range of techniques with conventional marketing, except that it is easily directed toward mobile app users. It combines the knowledge of the latest app trends to ensure that your marketing strategy works flawlessly.
Stages of Mobile App Marketing Strategic Plan?
Mobile App Marketing revolves around the users through each stage of the marketing & sales funnel from the initial moment they hear of your app to become loyal consumers. The user will frequently go back and forth from one stage to another, which is why the whole process is also considered the mobile engagement loop metrics.
There is a wide variety of mobile app marketing to determine your target audience, define how to reach them, and contact them. Analyzing the behavior of your target audience enhances their experience and vice versa. Your goal is to increase the wide variety of your app’s downloads and loyal users who might need your app for others. Hence, loyal users are the foundation of success.
The awareness stage of a mobile app marketing strategy offers before the product is released, which is meant to develop brand awareness and visibility of the product. Precisely, how will your target users explore your mobile app? Before initiating the awareness stages, it is essential to have a comprehensive understanding of your brand messaging and positioning tactics. A brand tends to resonate with potential customers via its values and purposes, not through specific product features. It would help if you defined brand guidelines that offer users the opportunity to connect with your product on an in-depth level. Hence, the list of steps and strategies to follow behind the awareness stage of your marketing plan:
Decide a Release Date
It seems crucial to avoid unexpected problems when your product is ready for launch. For Instance, As compared to Google, Apple has a solid review process that would delay your release, or you may also encounter a setback you don’t need to anticipate. If you plan far in advance will provide you adequate time to prepare for your product’s hard launch and enables you to foresee and continue what may occur.
Note: If you schedule your launch date, you need to pay attention to the events that are going on in your space that have the essence of overshadowing launching your app.
Conduct a Market Research
Market research and competitor analysis are vital in mobile app development and promotional campaigns. The research provides essential data that helps the user guide the development, promotional, or branding stages.
It would be best to research your target audience before investing money to develop a mobile app. Conducting market research helps you to define the following tactics:
- Define your target audience?
- Why would the local users be interested in your app?
- Who are your top competitors?
The purpose of your mobile app and its value must be clear to the user who downloads and use it. At this particular stage, you will tend to realize one of the two aspects: your app will either has a real option to explicitly revise your idea that isn’t ready for the mobile app market segment.
Create User Personas
Once you know your target audiences and their problems and interests, the next phase is to create user personas.
Creating user personas refers to segmenting your target audience into multiple groups based on their interests, age, mobile preferences, and relevant factors. Now, you can create the fiction-based character per the given information that helps you better understand your target audience. These fictional characters represent each target group of customers, and the required data is crucial to ensure you address the needs and issues of your target audience and provide the information they’re seeking. If you want to create user personas, follow the steps below:
- Collect data about your target audience.
- Identify the behavior patterns as per the collected data.
- Identify the common points for your target audience.
- Explores the content that functions well with your audience.
- Defines the social media platforms they tend to prefer.
- Defines when they consider Android or iOS platforms.
The answers to the above questions will help you guide your mobile app marketing strategy by helping you to provide promotion to the needs and interests of your target marketplace.
Develop a Website
The topmost priority would be to build a website should be at the top of your priority list when you think about how to market an app. Ideally, you should build a website even before you develop your app.
Because it allows users to get to hear about your app, in such a case, your marketing strategy can be initiated before your app is ready to be downloaded. Build a visual, optimized, engaging, and aesthetically designed website that provides essential information to targeted consumers and showcases your app’s features and benefits engagingly. Today, most entreprises and companies are adopting mobile apps to provoke their brand strategy to the next level. Hence, multiple WordPress plugins convert your website into a mobile app, such as APPExperts, AppPresser, MobiLoud, and vice versa.
Create a Landing Page
A landing page represents your app and provides users with knowledge and information about your product. Always ensure that your app’s landing page should be informative and visually appeals to your targeted consumers. Always avoid long paragraphs and ensure that your copy is synthesized using short sentences and bullet points to organize information.
You need to ensure the landing page consists of links to your app in the App Store and Google Store and includes screenshots of the app and CTAs that link instantly to a download option. Most precisely, you need to optimize your app’s landing page for search engines to rank higher in SERPs and gain visibility of the product.
Start a Blog
To build authority in your domain, start blogging about your app as soon as possible. Conduct keyword research and engage relevant topics your visitors would be interested to read and provide answers to their questions. If it seems, you need to start working on your website before developing a mobile app.
You can easily build brand awareness via blogging and sharing information about the app’s features. Educational Blogs will help you create trust with your target audience. They can be seen as professionals in your target niche. Also, you can share content via email or social media presence.
Producing blogs regularly and investing your precious amount in hiring quality content producers is essential. You need to establish a schedule of blogging platforms, i.e., one blog per week, and focus on it to ensure consistency.
Build a Social Media Presence
Being focused and available on social media platforms should be integral to your mobile app marketing strategic plan. You can implement your social media presence to know your target audience better and boost your mobile app’s visibility and presence on the screen. Always search for the preferred social media platforms, and create accounts on each social media platform.
Start real-time conversions with your target audience, engage with them in the comments, see what they post, and reshare the user-generated content on the social media platforms. Ensure that content should be produced regularly to keep followers engaged, interested, and consistent in their workflow.
Use Email Marketing Tactics
You need to compile an email list of the contacts interested in your app and send subscribers updates. Also, use a newsletter to share what is new with your app, showcase the benefits of your product and update users about the promotional campaigns.
Further, an email marketing campaign assists you in leveraging customer acquisition and retention rates. It is also considered a seamless way to connect with your target audience and reward your loyal customers with multiple discounts or relevant benefits.
Generate a Video Content
Seamlessly, video content is an effective method to grasp your target audience’s attention-seeking span via short and engaging videos.
And you can present your app, and its features can assist users in getting familiar with your brand, enabling you to reshare the video content on your social media accounts such as Facebook and Instagram.
With a precise user acquisition strategy, there are endless possibilities. It is essential to use various methods, be creative, and progressively refine your mobile app marketing strategic plan. Your aim should be to get as many downloads as possible in the first week after the product launch. The more rapidly your app gets multiple downloads, the higher it will rank in the App Store search results. It is essential as the users begin to download your app, so you can track where the downloads tend to originate from. Hence, in this way, you can focus on the most profitable channels and profoundly improve the other tactics. Below are some of the strategies that can be used to acquire users:
Use PPC Ads
Once you launch your app, you can consider your target audience’s preferred social media platforms for PPC Ads.
This might be constituted with LinkedIn, Facebook, or Instagram based on your target audience. PPC targets consumers based on the user’s preferences and interests, making it a resonant method to reach your loyal consumers.
App Store Optimization (ASO)
App Store Optimization consists of optimizing your App Store pages to rank higher in search results and transforms at a higher rate. It has been estimated that over 65% of apps are discovered directly from search results in the App Store.
Once your app is ranked highly in search for a particular keyword, it will continue to rank for months later. The higher your app ranks, the more visible it is to potential users. Ultimately, the increased visibility should lead to more downloads, which will help you get your app noticed by the editors.
Hence, excellent app store optimization depends on many factors, including title and keywords. A seamless title is an opportunity to hook users in and get them to click on your app to discover multiple results. You need to include a keyword in a title to generate the best results.
Also, measuring the impact of reviews and ratings on conversion rates is essential. You need to analyze the data from thousands of tests executed by the mobile app publishers. Generally, reviews significantly impact both app marketplace platforms, i.e., iOS App Store and Google PlayStore, to maintain the online visibility of your app on the top of the search engine results pages (SERPs).
The visibility of ASO in the context of mobile apps and games for both platforms, i.e., iOS and Android, plays a significant role in achieving the large number of organic installation rates and the actual time taken for conversion. By adopting the marketing activities related to online visibility, it is possible to leverage the discoverability of the mobile app in search, featured categories, top charts, and many more.
These keywords should be strategized and placed in your listing so you can show up when users search for such words and expressions. Also, you need to include features and benefits the users will get from the app. For the significant added value, you need to include videos and screenshots. Many people would like to use your app but will never find it because it is unavailable in their language; you need to change it by localizing it.
Most people will put considerable thought into acquisition marketing tactics, but once you’ve acquired users, if no one is using the app, the product doesn’t yield businesses. Your next stage should be to devise an action plan for retention marketing to convert your new customers into lifetime users. Here are some of the strategies that can be used to increase the retention rate:
Build Two-Way Communication
The most aligned method is that your app exposure matches the user’s needs and preferences. The more likely a user is to continue using the product. The brands using in-app messages to communicate with the users will see user retention within the 28 days of receiving the message ranging from 61% to 74%.
In-app messages are notification that doesn’t need immediate action but are important ones to receive. This would constitute warnings about app issues, payment failures, or version upgrades. Always ensure that not every message you send is relevant to each user. Hence, segmentation of your audience allows you to ensure that the information received is valuable to them.
Enable Push Notifications
Push notification has highlighted the increase in user retention with the statistics displayed anywhere from a 56% to a 180% of gradual improvement. The users who have opted to receive push notifications exhibit over 88% of a higher app engagement rate than those who haven’t adapted it.
The higher rate of retention results in a better ranking in the app store. It gives users an incentive to use your app. It can also go ahead with mobile-specific rewards, specialized content access, coupons, special promotions, and relevant offers that will help you drive conversions and leverage engagement tactics.
Mobile App Marketing Outcomes
As per the above discussion, various factors exist to build and implement a successful mobile app-driven marketing strategic plan. It is essential to consider all the relevant factors to create in-depth, data-driven marketing campaigns that generate more sales and revenue:
- Defining Release Date
- Market Research
- User Personas
- Landing Page
- Social Media Presence
- Email Marketing
- Video Content
- PPC Ads
Significantly, you must tailor your strategic marketing plan to your mobile app, targeted industry, and audience because not every mobile app marketing strategy suits all businesses. Hence, conduct in-depth research and build a marketing campaign on a real-time date to generate powerful and robust results.