Approximately eighty thousand mobile applications are released every month on Google Play Store. The App Store has more than 3.4 million apps to choose from. Whether Android or iOS, your app will face tough competition, and mobile app marketing can help it stand out amongst millions of apps.
In this article, we will cover the details of mobile app marketing and share some of the best mobile app marketing strategies. These strategies will help you to make an informed decision for marketing the app that you have spent your time, effort, and money on. But first, let us understand what mobile app marketing is.
What is mobile app marketing?
Mobile app marketing is about engaging with your app users at each stage of the mobile application lifecycle. It starts from the time when they first get to know about your app to the time when they download and start using it regularly. To do this efficiently, it is essential to determine your target audience, where to find these people, how to engage with them, and what they want from your app.
Mobile application marketing has several stages that make a funnel. These stages include:
- Acquisition - Acquisition is the first step in a user’s interaction with your mobile app. In this step, it is important how you get them to download and install the app.
- Activation - User activation can differ from app to app. Generally, it refers to a user’s first interaction with the app, like subscribing to a newsletter or placing an order on your app.
- Retention - In this stage, you ensure that the users regularly use your app.
The stages of a mobile app marketing strategy
Mobile app marketing guides the user through every step of the marketing funnel - from creating awareness to the acquisition to retention and re-engagement. At times, app users might go back and forth from one stage to another, and hence it is also known as the mobile engagement lifecycle.
The idea is to increase the total number of app downloads and loyal users who would recommend the app to their friends and family. Loyal app users are the stepping stone to the success of your app.
11 Mobile app marketing strategies
1. Influencer marketing
Collaborating with influencers can be a hugely successful marketing channel for mobile apps.
Take a look at influencer marketing examples by successful app companies. BrawlStars, for instance, partnered with 10 YouTube mobile influencers for their app launch. They drove thousands of installs, and became the #1 iPhone app in 32 countries during it's launch week.
To make influencer marketing work, you need to understand your target audience, and find influencers who authentically reach that audience.
Use an influencer discovery platform like Modash to filter through a database of creators. Filter based on where audiences are (geography), who they are (demographics), and other metrics like engagement rate, fake followers, and more. Once you have a shortlist, start reaching out to negotiate deals. There's many ways to pay influencers, but the most attractive for brands would be performance-based pay. For example, pay per install.
If this is a new channel for you, it'll require some testing & iteration, just like other channels. Test outreach messages, test creative angles, and different types of creators -- similar to how you'd approach paid Facebook/Instagram ad campaigns.
Keep in mind that influencer marketing is usually under-reported. Measuring influencer marketing is tricky. You can use UTMs, discount codes & other techniques, but most marketers generally agree that this doesn't capture the full impact.
2. Invest in SEO & content marketing
Creating an SEO & content marketing strategy for your mobile app is a long-term, compounding channel with high ROI (when done right).
This could be an entire article in itself, but here's the short version.
- Start by thinking about what challenges or desires your app users might have. This could be high intent stuff like 'dog walking apps', or educational problem-led queries like 'how to walk a puppy'.
- Conduct keyword research. Find search volumes & keyword difficulties, then consider that alongside relevance to your app.
- Create content publishing processes so you can maintain quality at scale. Write guidelines & create templates. Use content marketing automations where possible to reduce labor.
- Hire writers & equip them with the tools they need.
- Start publishing!
- Build backlinks, and review traffic & conversion rates.
After 6-12 months, app downloads will be climbing, and you'll wish you started sooner.
3. Develop a website
Developing a website should be at the top of your mobile app marketing plan. However, it is even better to create a website before you start working on app development.
By doing so, you allow users a chance to know about your app. The marketing strategy can start even before the app is ready to be installed.
It is imperative to develop a dynamic, SEO-friendly, compelling website that offers your target audience insights and features about the app. Use eye-catchy visuals, clear and crisp copy, and high-quality videos to attract the users’ attention from the beginning.
Common platforms to build a website include Wordpress & Webflow. If all you need is a one-pager, Carrd is increasingly popular. If you're looking for a low-cost DIY solution, building a Wix site is user-friendly.
Moreover, security should be there when you begin to develop a website. For website security, an SSL certificate is an essential and primary requirement that keeps data spying away from ongoing information.
For better authentication and security, it is recommended to choose EV SSL certificate. It ensures that the data is encrypted and the site is verified.
4. Create an app landing page
An excellent landing page for your app is more crucial than you think, as your website creates a lasting impression of your offering for most users. In addition, it can act as a catalog for your app, so you must ensure that the landing page is clean, intuitive, user-friendly, and mobile responsive.
Moreover, you must include a compelling call-to-action on the landing page. It is essential to design the landing page in a way that engages and encourages them to dive into the features and download and install the app. A well-designed landing page acts as the perfect promotional tool for your app.
5. Comprehensive market research
Market research and competitor analysis play a vital role in mobile app development and marketing campaigns. This research offers indispensable data that helps guide the development and the marketing stages.
By conducting comprehensive market research, you can understand:
Target audience - It helps you understand your target audience so you can address their concerns efficiently.
Why would they like your app? What are the pain points that your app is addressing?
Who are your direct and indirect competitors? How would your app offer something unique and valuable to the users?
By answering the above questions, you can easily define the USP of your app and the primary purpose it will serve. In a way, market research allows you to determine how you can position your app differently from the competition and ensure that the investment is viable and fruitful in the long run.
6. App store optimization (ASO)
You can start working on various app store ranking factors, including app store optimization. Essentially, App store optimization is a building block for mobile app marketing. You can start working on a short and extensive app description. Using the right keywords and starting your app store optimization is vital by selecting the right category for your application.
A clear understanding of your target audience is the key to an incredible App Store Optimization strategy. Additionally, screenshots and videos play a critical role on Google Play and App Store.
7. Social media visibility
Social media marketing is on the rise. If you want your app to be seen, you need to be on social media. Besides helping your app’s visibility, social media offers valuable insights about your followers. For example, it allows you to understand their interests, demographics, location, the time when they are active, etc., to optimize your marketing strategy.
Engaging with your users for mobile app awareness and resharing their content is a must. You can show your digital audience how other users engage with your app and start a conversation.
8. Paid advertisements
When you launch your app, choose your target users' popular social media channels for paid advertisements. For instance, it might be Linkedin, Instagram, Twitter, or Facebook, based on your target audience. Paid ads are a great way to target users depending on their preferences and interests. Hence, reaching your potential mobile app users through paid ads is an ideal path.
9. Email marketing
Build an email list with contacts willing to use your app and start sending them updates about the features and progress of the app. A newsletter is a perfect tool to inform and educate the target audience about the app's advantages and any promotional offers or discounts.
An efficient email marketing campaign can help you increase the user retention rate. It is also a fantastic way to build a deeper bond with your users and reward loyal users with additional discounts and offers.
10. Implement a video creation strategy
Video content is an effective way to catch your audience's attention. You can use a video maker like InVideo to create crisp, engaging videos where you demonstrate your mobile app and the features can enable users to get accustomed to your app.
Moreover, you can reshare the video content on your social media profiles like Facebook, Instagram, Twitter, and more.
From tutorials & how-tos, to product launch videos, customer testimonials & more -- there's tons of product video ideas you can consider using in your video strategy. Think about your video marketing objectives & choose accordingly.
11. Use automation
In today's world, it is impossible to execute duties without investing in effective business automation software. These tools not only speed up the process, but also improve its accuracy and efficiency.
You may constantly keep an eye on little things to minimize blunders and task repetition.
Automation software like CRM software, for example, may assist you automate typical marketing operations such as mass emailing, faster team collaboration, and many more.
Some CRMs simply interface with Google workplace, allowing your marketing staff to utilize it as Google workspace CRM.
Once you have developed your app launch marketing strategy, it will not succeed without effective mobile app marketing to create the buzz. It is important to note that not every activity that we have listed above will apply to your app.
However, a well-researched strategy that includes a few of these activities could be the differentiating factor in encouraging the target audience to download and use the app.
Once the users download the app, you must ensure they keep using it daily by integrating a solid user retention strategy. Please let us know in the comments section if you have any questions or concerns regarding the above-listed points.