We have moved fully into the age of smartphones. One area that is continuing to grow, especially for business purposes, is mobile apps. The digital marketing strategy may include different objectives, depending upon the size of your business. However, a simple and effective strategy may help you to stay focused and meet the goals.
You need to build a long-term plan. That’s what we’re here for today. To start, break your marketing strategy up into pre-launch and post-launch tactics.
APP STORE INFORMATION!
It’s almost hard to believe that a decade ago, the Apple app store first launched. It was something brand new and completely revolutionary to the market. The figures backed that up, with 10 million apps downloaded in the first weekend alone.Fast-forward to 2018 and apps are still performing strong. The number of Apple apps downloaded in 2017 topped 197 billion. However, many businesses still haven’t fully embraced the mobile app.
As of March 2018, there were over 2.6 million apps in the Google Play Store. Those numbers are pretty staggering, and only increasing by the day. So if you’re sitting around hoping app users will magically migrate to your app, think again. Google Play was originally launched in October 2008 under the name Android Market. Competition is fierce. That’s why I highly recommend having an app user acquisition strategy in place to launch. But there are a great many benefits to be had by integrating a mobile app with your marketing plan.
Over 3.5 billion of us use the internet on our phones and half of our time spent browsing the internet is via a mobile app. Make your marketing actionable to a mobile platform. Generate leads, drive website traffic, and build brand awareness.
USING DATA TO INFORM LONG-TERM STRATEGY and EXPANDING YOUR AUDIENCE
Having an app will give your brand presence on a worldwide scale, not just a local or niche related one. Even switching to a mobile-friendly theme may make a big difference when it comes to mobile search rankings and user engagement.
Consider your app store distribution strategy:
Don’t limit yourself to just 'IOS' or 'Google Play' App stores. The smart strategy to increase your chances for more downloads is to launch across other app stores in geo's in which you’re launching into. Beyond these two market leaders, there is a myriad of other additional app store options available. These are some very good app stores that you should consider:- GetJar
- SlideMe
- Opera Mobile Store
- AppsLib
- Amazon Appstore
- AppBrain
Explore cross promotion communities and promote App
Ad networks are a powerful and proven channel for acquiring new users. These are the most effective ways to promote mobile app:1. WEBSITE
You need an online presence for your app. Why? Legitimacy. People want to know your app is the real deal, and that you’re truly invested in it as a business.
For enterprise brands, your app needs to be prominently featured across the official website. It shouldn’t be an afterthought or a small logo on the footer. Instead, it should have a presence throughout.
This way, the app is the first thing your viewers see. The pop-up page is simply a gentle reminder that you have an app and your customers are given either the option to download the app or continue to your site.
You need an online presence for your app. Why? Legitimacy. People want to know your app is the real deal, and that you’re truly invested in it as a business.
For enterprise brands, your app needs to be prominently featured across the official website. It shouldn’t be an afterthought or a small logo on the footer. Instead, it should have a presence throughout.
This way, the app is the first thing your viewers see. The pop-up page is simply a gentle reminder that you have an app and your customers are given either the option to download the app or continue to your site.
2. SOCIAL MEDIA
Social media is pretty much a must for app promotion. There are two ways to connect with your audience via social paid and organic. Below is a quick breakdown of both:
- ORGANIC - Organic promotion on social media comes in the simple form of having a presence; e.g. a Facebook page, and Twitter and Instagram and Linkedin profiles. Create accounts and start following people within your target audience and industry. Don't spam people by being overly promotional. Instead, try to connect with your audience in a meaningful way by posting about the things they care about and joining in on the conversation.
- PAID - According to a report mobile app ad click-through rates (CTRs) went up 32%, while the inverse happened to CPC (cost per click), which decreased by 33%. Putting a bit of money behind your app promotion will boost your discoverability and get more people flocking to your app. Because of their broad audiences and ability to segment, AdWords, Facebook, Twitter and Instagram are very effective advertisement platforms for mobile apps.
GOOGLE ADWORDS – PAID CAMPAIGN
Universal app campaigns can focus ads on getting the most valuable users for the mobile app based on which type of user you'd like to acquire.
App installs:
If our goal is to get as many new users as possible, choose this option. This will optimize your targeting and bids to generate more installs from your ads.
Bid strategy:
For universal app campaigns, you'll set a bid for app installs. This is called the target cost-per- install— how much you're willing to pay for a new user for Mobile app. In other parts of AdWords, this is referred to as "Target CPA”, or target cost-per-acquisition. It works the same way, but an "acquisition" in your universal app campaign is an install or first open of your app.
Ad Available for Search Network, Display Network, and YouTube and Ad formats includes standard, image, and video app install ads.
UNIVERSAL APP CAMPAIGNS
Universal app campaigns streamline the whole business, making it easy to promote your Android or iOS apps across Google’s top properties including Search, Play, YouTube, and the Google Display Network.
How it works
Unlike most AdWords campaigns, you don't design individual ads for universal app campaigns. Instead, we'll use your ad text ideas and assets from your app's store listing to design a variety of ads across several formats and networks.
Where your ads can appear
Your ads will be eligible to appear across Google's properties. This includes Google Search and Google Play, as well as our search partners, YouTube, the Google Display Network, AdMob, and many more publishers who host app ads. Here are some of the places where your ads can appear:
Google Search Network
Google Search
Google search partners
Google Play
Google Play search results; Google Play related apps section: "You might also like"
Your ads can appear both as search results on Google Play, and in Play store listings. This section of the store listing shows apps that users might also be interested in.
YouTube
Relevant pages or content on YouTube.
AdWords can show your ads on YouTube where they're most likely to be clicked, and your app is most likely to be downloaded.
Google Display Network
Other apps.
Mobile websites of news sites, blogs, and other sites across the Internet.
SEARCH NETWORK APP INSTALLS CAMPAIGNS
Promoting your mobile app on the Google Search Network, and how that's different from other campaign types. "Search Network only - Mobile app installs" campaigns let you show text app install ads on the mobile Search Network, within the Google Search app, Google Play search results, and other Search Partners results.
How it works
Showing ads in search results means that the person who sees them is actively looking for an app like yours. AdWords has fine-tuned targeting for apps, so your app installs ads only show on mobile devices and are focused on potential users.
App install ads
On the Search Network, you create your app install ad right after setting your bids and budget. These ads are linked to the app store page for your app so you can get people from click to download even quicker. Your ads can show on Google Search results, or on Google Play Search (Android only).
DISPLAY NETWORK APP INSTALLS CAMPAIGNS
Promoting your mobile app on the Google Display Network, and how that's different from other campaign types. "Display Network only - Mobile app installs" campaigns let you show text or image app install ads on the mobile Display Network and within other apps.How it works
On the Display Network, you can show app install ads to people while they're using other apps that are similar to yours. These campaigns often get large volumes of impressions, which can increase awareness of your app and attract new app users who may not be actively searching for you.
Display Network targeting options
On the Display network, there are more specific targeting options for app promotion in addition to targeting by age, gender and mobile app placements (specific apps where your ads can show).
Here is some of the more precise targeting just for mobile app installs:
Installed app categories: Show ads to people who have downloaded other apps in a category that you’re interested in targeting. For this type of targeting, you can opt into showing ads only to people who have installed at least one paid app from the targeted category.
New mobile devices: Show ads to people who have recently activated phones and could be interested in adding new apps. You can choose this option under interest categories, and select the number of days since the device was activated, from a week up to 3 months.
Mobile app categories: Show ads in apps within certain categories. Specifically, you can set your targeting to include certain types of apps, like “Games” or “Health".
Demographics: Show ads to people in specific age or gender groups. Keep in mind, these groups include people that have "Unknown" age or gender, which is often a big group. It's best to include the "Unknown" group in your targeting. Within these categories, you can refine your targeting further using the checkbox below your targeting selections.
Likely app spenders. Prioritize showing your ads to people who AdWords can recognize are likely to spend money on or within mobile apps in a certain category. Often, these people are also active app users.
Active app users. Prioritize showing your ads to people who have recently used apps in a specific category.
FACEBOOK AD – PAID CAMPAIGN
Facebook mobile App Install adverts enable businesses to connect with the people who are more likely to install the app so you can get more people using the mobile app. Mobile App Install adverts link directly to the App Store, Google Play so that people can download your mobile app straight away. And they can be shown across Facebook, Instagram and Audience Network.
INCREASE APP INSTALLS AND ENGAGEMENTS FROM TWITTER
Twitter users have used 24% more apps in the past day than the average smartphone owner. With an app installs or engagements campaign, use App Cards to share your app with a relevant audience.
The App Card is a powerful ad format that allows mobile users to preview an image, view app ratings, and install or open an app directly from their timelines.
Include conversion tracking in your campaign to measure app installs and opens.
Use an App Card to:
Increase downloads
Encourage people to re-engage with your app
Target users most likely to install your app
DISPLAY, ENGAGEMENTS, AND CONVERSION TRACKING
Everything from strategically placing the most relevant widgets, beautifully crafted layout designs, and engaging educational content.
Linkedin is a massive social network with 400 million business professionals
As part of Google's ongoing mission to unify its products, We can now share and purchase Android apps directly from the Google+ feed and Community.
Post On Pinterest
Pinterest has released a new feature that allows people to download IOS apps directly from Pinterest known as App Pin. Meaning you can have pictures of your beautiful app and right next to the red “Pin it” button there is a blue “Install” button.
BLOGS AND CONTENT MARKETING
In addition to including app on an official website, include it in your regularly scheduled blog post is another promotion strategy you can leverage. by creating a complete blog post solely about your app or including a call to action at the end of every blog post to invite your viewers to download the app. Tell them how this app can facilitate and make things easy for them. Include your app links, screenshots, and videos to help them get a good understanding.
Encourage users to do the same, amplifying your message.
Include a clear call to action – download now, download here, learn more.
When considering what types of content to deliver, go a little crazy! People love content that’s unexpected and memorable.
Create a Demo Video
Videos are an easy way for you to showcase everything your beautiful and well-built app has to offer. For demo video, create a simple 30 second commercial with Why, How, and What.
Demo videos, along with all your content, should be updated weekly or monthly, be sure to leverage your social media and other platforms to promote the app. In the demo video can be included in the official blog post, Instagram, and YouTube channels.
EMAIL MARKETING
The app needs to be engraved into every aspect of your marketing, that includes all emails. As a business, you will send out countless emails and not including your app in each of those is a missed opportunity. Any email that is sent out, whether it be from your tech support, your newsletter or even the payment confirmation email should include a footer with one line advertising your app. Include details such as what can be accomplished through the app and a link redirecting towards the download page.
Emails still have their charm provided they’re used under the right circumstances. According to a study by Exact Target, “91% people check their email daily”. Capitalize by incorporating your app links into newsletters, customer service emails and also make it a habit to use it in email signatures.
SEARCH ENGINES, SEARCH ADS, SEO & ASO
This one is pretty straightforward. Basically, you’re able to bid for relevant keywords so that when a user is searching for apps using a particular term so that app appears first.
Need to do is identify “best-targeted” keywords that you want to rank for. Also, analyze which keywords your app is currently ranking on; build some quality links accordingly to boost rankings.
Getting app featured offers long-term benefits such as:
- Exposure
- Targeted Traffic
- Powerful Link-building
- Rating & Reviews
- MobileDevHQ
- SearchMan
INFLUENCER/CELEBRITY ENDORSEMENTS
Reach Out To Influencers
Marketing app can also extend beyond your usual field of influence and often times, these foreign connections are exactly what your company needs. Developing honest, authentic, and mutually beneficial relationships with influencers will go a long way in helping to promote the app.
Influencers are individuals with the power to influence the buying and engagement decisions of a certain group of people. Business owners reaching out influencers should be careful to only present content that is truly relevant for the influencers and their audience. While some marketers often offer monetary compensation in exchange for influencer promotion, we recommend you instead find influencers that truly value your company.
Viewers and theirs as well will quickly catch on that the influencer is being paid to act on your behalf. Genuine sponsorships will aid your company much more and build a stronger following.
PREPARED FOR PRESS NOTE
To make sure you have the best chance of getting your story published.
A good mobile app PR kit consists of:
1) An App Summary Guide
Your app summary guide is a walkthrough of what the app is, how it’s used, who it’s targeted to, the problems it solves and any other information surrounding why the app was created as well as why it matters.
2) Your Press Release
The press release is the main story behind why you’re reaching out for the press. This is where you make the sale to the journalist to publish the story.
3) Screenshots of App
4) Design Collateral (Icons, Logos, Banners)
Give the news outlet all the icon sizes, logo sizes and other design collateral they’ll need so they can keep your branding in the article clean.
5) Videos (Walkthroughs, Intro Video)
6) Founder Bios & Pictures
Often you’ll see quotes from the founders about their decision to build an app or about their decision on the market they’re after. These types of quotes help set a message about the company behind the app and build a strong brand for the company behind the app.
ADVERTISING/IN-STORE
- It's not uncommon to see app ads on TV or while streaming content online.
- If you are a built brand with a physical location, it’s really important to do advertise your app throughout your store.
- Consider running a promotion to get users to download it.
IMPACT ON ORGANIC GROWTH
All running app install campaigns boost organic growth.
The only way for apps to get noticed in a shark-infested competitive landscape is by generating a volume of installs from both organic and paid sources.
Non-organic or paid installs are installs that were driven by active promotions, especially in an advertising campaign or through an incentivized network, where users are prompted to download and install an app.
Since the overall number of installs is a major factor in app store optimization (ASO) -- a method that enables marketers to improve an app’s location in the store’s search results -- an investment in non-organic installs will improve an app’s ranking (which will ultimately increase the number of organic installs as well). In fact, research says that on average, every paid install drives three to five organic installs.
Participating in-app awards is the most recommended channel and I would highly suggest you take advantage of it. It can give you tons of press, exposure, reviews and plenty of downloads. Although the chances of winning very much depend on your pitch and app idea, however, if you manage to get things right the first time, you can expect to enjoy a little stardom.
APPLY FOR AWARDS
These are some of the most famous app awards sites:
- Appy Awards
- Best App Ever Awards
- AppCircus competition
- Apple Design Awards
- Appsters Awards
- Ericsson Application Awards
- The Webby Awards
- Best Mobile App Awards
- OZApp
Stand out
You need to make your mobile app stand out wherever users are looking for new apps.
The different channels they’re using shows that you need to get creative when devising marketing strategies.
The app market is flooded with over 3 million mobile apps currently available to download. Standing out and building a community is essential for the survival of your app in this market.
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