The amount of mobile apps is increasing steadily - in fact, there are nearly 4 million Android and iOS apps on Google Play and App Store alone. As the evolution of apps continues to roll on, it has become even more important for companies to rethink their app marketing strategies in order to increase app downloads and boost engagement.
Are you ready to make your app stand out?
We gathered top tips from 14 app marketing experts for successful app marketing strategies.
1. Determine Your Unique Value Proposition (UVP)
Britt Armour from Clearbridge mobile underlines the importance of emphasizing the uniqueness of your app.
"You can determine what makes your app unique and capitalize on those elements throughout your messaging. If you have a strong UVP, your user acquisition will be a lot easier because a) your users will know right away what problem the app will solve for them, and b) word of mouth will spread like wildfire."
2. Focus on Metrics
A great tip from Jeff Bullas is to focus on app engagement and app retention rates.
"High app engagement and retention rates are the ingredients for good growth of your app. On the flip side, poor scores in both of these sectors is a recipe for failure."
It's important to bear in mind that both of these metrics are highly subjective and vary depending on the industry and niche your app belongs to. Setting up conversion goals is an essential part of mobile marketing and should be determined before building a landing page.
3. Build a Website for Your App
According to Neil Patel, a website can help you to better target your potential customers and boost your visibility on search engines.
"The web is one of the top places people go to for information, advice, and products. If you don’t have a website for your app, you’re missing out on a huge opportunity to increase your app’s exposure and organic downloads. "
4. Optimize Your App Store Page
A great tip from Emma Knightley is to enhance your app store page, where 50% of app discovery takes place. App Store optimization plays an important role when launching a new app.
“You must create an effective store page. Think carefully about the title, tweak your description to make it as simple but appealing as possible. Come up with a catchy, pleasing icon. Use screenshots that convey the selling points and benefits of the app. Spend as much time as possible on all these factors because they can make the difference between an impulse buy and moving on to the next app.”
5. Localize Your App Store Listings
Shane Rostad encourages you to customize your app and pay attention to localization.
"Localization is the act of customizing your app to fit with the local language, culture, and dialect of a given region or country. The reasons why you want to do this are pretty obvious."
There are numerous reasons why you should hire a native speaker to manage translations for your app. While Google Translate can help you to translate basic sentences, it's often far from perfect translation. You want to make sure your target audience can be reached in the most efficient way.
6. Use Social Media to Promote your App
According to MAD Team from MobileAppDaily, over 70 percent of online businesses are using social media to promote their app. From creating a pre-launch buzz to paid advertising on social media, these marketing strategies can help you boost the visibility of your newly launched app.
"Mobile app developers often tend to undermine the potential of these social media marketing strategies.What they don’t realize is that effective social media marketing is primarily to find, retain and then grow the user base for your app. "
7. Write Case Studies and Source Testimonials
A tip from Kelly Vaughn is to run testimonials for your app to get assistance from key users who can provide material for excellent app case studies. There are easy ways to use testimonials in your marketing efforts.
"Let them beta test the app,and collect a few use case examples alongside testimonials. An app with social proof is more attractive when your app is competing against a sea of potentially similar apps already in the market.”
8. Create a Demo Video
One of Ian Blair's top tips for app marketing is to launch videos that will leverage your social media and promote your app. Demo videos can act as a kick-start for your app marketing campaign.
"Videos are an easy way for you to showcase everything your beautiful and well-built app has to offer. For your demo video, create a simple 30 second commercial with the principles of Simon Sinek’s Golden Circle: Why, How, and What."
9. Start a Blog About Your App
Blog is one of the best ways to promote your app and share information by posting regularly. A great tip from Lalit Sharma, the owner of Ranking By SEO, is to launch a blog as soon as the website for your app is up.
"Sharing your experiences creating the app will engage readers. They’ll feel included in the process, and you can get great feedback with people interacting with the posts. It’ll also build interest in your application and become a place where you can communicate with the users, even after launching the app."
10. Use App Messaging to Improve User Engagement
Why should you send in-app notifications if you already use push notifications? Here is an explanation from Pavlo Zinchenko.
"Well for starters, they can grant your app 27% more launches and almost 3.5 times higher retention. On top of that, the messages triggered by a specific event inside the app (like making a purchase) are 4 times more effective than the ones triggered by the app launch."
11. Use User Guidance and Tutorials
Guiding users to use your app is a crucial part of launching an app. According to Sabih Javed, while guidance is important, you should also leave room for exploration as it will increase engagement and app retention. Tutorials can also contribute to positive app reviews.
"One common reason why app users don’t come back is that they don’t understand how to use it. A tutorial-based onboarding process seems to be a perfect fit for any app that guides users what they’re supposed to do to achieve first success and how to get started with the app."
12. Make the Registration Process Clutter-Free
A tip from David Oragui is to avoid too many data fields. In order to retain those potential users, the registration process should be as simple as possible.
"Consider experimenting with social registration. Many apps allow users to sign up through Gmail or Facebook. Others allow registration with a phone number. Make sure to emphasize the app’s core features during the onboarding since the onboarding flow can not be too long. Usually, 3-6 screens are enough to say what you have to say, even if you have a complex app. It’s a good idea to focus on only the most strategically important features during app onboarding. "
13. Don't Forget About Email Marketing
According to Sean Casto, even though social media marketing has been steadily catching up, email marketing is still the most efficient form of digital marketing. Naturally, it can be also used for your mobile app marketing.
"Since you’ve already started developing a mailing list from the pre-launch website, identifying the right warm-prospecting audience shouldn’t be a problem at all. If done systematically and strategically, expect a conversion rate that exceeds 30%."
14. Post Launch App Marketing Strategy
There are few tips to keep in mind after launching your app. Leonid Gorev underlines the importance of having a post-launch marketing strategy for your app.
"App Store Optimization -the latest research claims that roughly half the users discover apps through searching directly at the app stores"
"Email Marketing Strategies -Once the app is live, notify everyone on your email waiting/beta list fans and ask them to leave a positive review in case they’ve already tried and enjoyed it or share their comments privately. Also, send out a walk through email and include links to your email signature"
"Marketing your app in online communities- Reddit and Hacker News make products go viral. Ask an established member to submit your announcement (not the product page). Tell a story instead of pitching a sale. See what’s at the top at r/startup to get a better idea about the right type of content. Market your supporting materials (e.g.walk-through video, infographics or blog posts rather than the app directly)"
While there are an endless amount of mobile app marketing strategies and marketing channels to choose from, it is important to find the ones that work best for your business. Checking your mobile app KPIs regularly will help you gain the best insights on your performance as well as help you perform even better on your next app development. In order to get more downloads and engagement for your app, it is essential to stick to your comprehensive app marketing strategy as well as always keeping track of how your users feel about your app.