Let’s get real. We all download apps each day…there are millions to be downloaded (more than 1 million mobile apps in the Apple Store & Google Play Store) But how many do we really utilize?
Let’s see, 2, 3 may be even 5! Ok, you are in business and you want to create an app for the convenience of your users and reach to the more mobile tech savvy audience. But, you halt on your tracks thinking, “Another app in the millions already present? Why? Will my app even be visible in the ‘app sea’?”
Since the one-million-app mark was reached in 2011, the app marketing competition has only got fiercer. When marketed correctly, your app can and will succeed. We’ll tell you how.
Apps are an integral part of our lives and an even more essential part of the digital marketing world. Here’s why mobile app marketing is important:
- Build loyalty
- Reinforce your brand
- Increase your visibility
- Increase your accessibility
- Increase sell through
- Increase exposure across mobile devices
- Connect better with on-the-go customers
- Media outreach
Fundamentally there are two buckets of app marketing:
- Marketing to people on third-party apps and websites to acquire new users
- Aiming to drive more revenue & engagement from people who are already using your app
What’s yours? No worries. We’ll talk about both aspects.
Acquiring New Users:
Yes, getting your app in front of users can be a little business. Like any other form of marketing, you have to identify who and where your target audience and how you can reach them.
Here’s where App Store Optimization (ASO) comes into play. ASO is the process of improving the visibility of your mobile app – iPhone, iPad, Android, BlackBerry or Windows Phone app in an app store – iTunes for iOS, Google Play for Android or BlackBerry World for BlackBerry.
With the help of ASO, you can create an app store listing that entices new users and makes your app noticeable. Here are the essentials to bear in mind:
- Stunning screenshots to augment the overall look and feel
- Soaring user ratings to better your ranking
- Correct keywords to enhance visibility
- Detailed information about features, versions and differentiators
Also consider organic promotion on websites specific to apps only. Social media websites and social networking communities are also great ways to promote apps.
If your budget allows, give a boost to your acquisition with targeted ad spend. Partners like Facebook facilitate you in investing your marketing budget to reach users using mobile ads. You can do a quick survey on which campaigns have been most successful, cost per user etc and fine-tune your campaigns and finances accordingly.
Engaging Current Users
Why stop after just the download? So, once you have new users via mobile ads and acquisition campaigns, you have to have a plan in mind to retain them. You need to ensure that your users are always engaged. How do you do that?
These are messages that are delivered to your user’s home screen or while he/she is leaf through phone features or different apps. These messages are typically aimed at re-engaging latent users through directing them to desired actions – updates, coupons, offers, etc.
Being an app marketer, you have total control over the message copy, but not much room for custom styling. On the home screen, there are two types of push notifications to keep in mind:
- Banners: They appear at the top of the screen and automatically vanish after a few seconds.
- Alerts: They take up a more bigger, more central place on the screen and require action from the user.
Notifications can also appear on the lock screen. Like banners, they don’t require action. They hang on the screen until the user swipes the message or unlocks the phone.
These messages are sent to the user while they’re using your app. In such messages, you have full control of the copy, you can customize the styling to match your branding and have ornate calls-to-action.
Since the user is already engaged with your app, when you trigger in-app messages, it allows you to interact with your current users at a more granular level. While for you, it is targeted marketing, for them, the message is an idea, offer or relevant suggestion.Building a mobile app is hard work and marketing it is even harder. With a multi-faceted coordinated coherent approach, you can have a brilliant mobile app marketing campaign that will drive your business forward.
Have we missed out on anything? Would you like to add something? We would love to know. Want to market your Mobile apps.. reach us now!