An Introduction to Mobile App Marketing
Mobile app marketing is when you create a mobile app to promote and further your brand. If you have a main website but are looking to reach more people, you can create a mobile app that will essentially work as a mobile version of your website. If you have a shop, you can use a mobile app to create an easier way for your customers to shop on their mobile device. Mobile app marketing also deals with retaining app users and keeping them engaged once you have a launched app. If you’re looking to dive into mobile app marketing, this can be your guide into the industry.
What to do Before Launching
If you are creating a new app and not looking to promote an established app, there are certain things you should do before you launch your app. Like any good marketing campaign, the work always starts before the campaign is launched or, in the case of new apps before the app goes live.
You should start by choosing an audience or customer base. When you know who you are marketing to selling your brand is much easier. Think about your demographic from a broad perspective and then narrow it down as best as you can so you can target a select audience instead of a general one.
You’ll then have to start thinking about keywords that you want to be associated with your app. You’re basically looking for specific terms to represent your app that can be searched for in app stores and search engines. For example, if you have a photo sharing app that you’re trying to market, you’ll want to pick keywords that represent the app. Terms like “photo sharing,” “photos,” “pictures,” and similar words and phrases would be appropriate.
To help you do this, use app store optimization tools to help you figure out which keywords will help you get noticed best. That kind of tool can also tell you how often people search for those keywords in an app store so you know what kind of reach you’ll be getting once you launch. Selecting the right keywords for your app is important in mobile app marketing and shouldn’t be ignored.
Once you get that under control you can move on to developing a name for your app if you haven’t done so already. Like any product you should create a name that is memorable, unique, and easily identifiable. If should also include the main keyword you’ll be using. Make sure to check for trademarks when doing this so you don’t run into any issues along the way.
At this time you should also think about what the icon for your app will look like. The icon should represent the app’s purpose or be a representation of your brand if it’s already established. It should also be appealing and entice people to click on it. You’ll also want to the icon to be distinguishable and stand out on a home screen menu so it reminds users to continue to use it once they download it. If you don’t think that an icon matters consider this, Apple won’t feature your app in the App Store if they think your icon isn’t designed well.
The next step is to figure out who your competition is. Research all competitors and see what ranks high in app stores and what keywords are being used. Scale down your competition and identify the top five based on ratings and reviews. By understanding your competition you’ll be able to create a better marketing campaign because you’ll be able to see what works.
After you carefully consider everything regarding your app, you’ll be ready to launch and start your mobile app marketing campaign. You’ll have to properly promote your app to keep reaching new people and to keep your current users.
Making the right initial choices before launching your app is important but once you launch your app (or if you have already launched your app) your work isn’t done. App analytics allows you to use all of the data you collect from your app and see what users are doing on your app, how often they use it, and how long they stay on it. This information can allow you to better market your app to new and current users. It can help you create effective push notifications or in-app messages that will help promote your business effectively.
There are analytics tools that you can sign up for that will help you track all of your data and that can also track your app and your competitors in app stores. Mobile App Tracking is one tool that can help with mobile app marketing by helping you understand where all of your app’s downloads are coming from. For example, if a new user found your app from a paid ad source like a banner ad on a website or social media, you’ll know about it through this tool. This will help you figure out what paid ad sources are best to use in your marketing campaigns. You can continue to do what works and stop paying for what doesn’t work.
Certain analytics tools can also help you figure out how many downloads you need to get featured in a “Top Charts” list. This can help you steer your marketing toward new users for a time being so you can boost your numbers and get to the right level where you’ll be featured in an app store. If you’re not worried about hitting the charts at this point and are more interested in giving users more of what they want, you can use the analytics tools to see what users are doing and gear your mobile app marketing strategies in that direction. No matter what you’re looking for analytics tools are a must for anyone serious about their app marketing strategies.
Promoting Your Brand
With all of the necessary data at your fingertips and a solid general concept for your app and your business, you can start successfully promoting your app and brand using mobile app marketing. You can use a few different techniques to drum up new users and to keep current users from getting bored with the app.
Also called push notifications, these are messages that pop up on a user’s home screen on their mobile device while they’re using a different app or even while their device isn’t being used. The main goal of these messages is to re-engage a user with the app. These notifications can be a coupon offer, a notice about a new feature, or a warm message about them returning to the app after being away for a period of time. They’re meant to be a polite message to remind the user that they have your great app.
Push notifications can be confusing to some as too many are a bad thing and too few of them are no better. The simple solution is to figure out what messages will be received well and would entice the person to click on it and open the app. You don’t want to send a lot of push messages just for them to be ignored. You’ll have to use your judgment to figure out if push notifications work within your mobile app marketing strategy or if you’d prefer another method.
Unlike push messages, these notifications are sent when the user has the app open. This type of message allows you to have full control over everything regarding the promotion including the styling. In push notifications, you’re locked into the style of the notification based on the operating system in question. You can add your own calls-to-action, too. These will allow users to click on the message to get to the desired point.
This type of messages also allows you to interact with your users better than other notifications. For example, if a user purchased something via the app you can send them an in-app message that offers them a coupon for a future purchase if they click the message or you can suggest similar products to them on the spot.
Push & In-App Messaging
Of course, you can choose to use both push notifications and in-app messaging together. Use the push notifications to get users to open the app and re-engage with your brand and then hook them further through in-app messaging once they’re in the app. You can take advantage of both promotional tools’ benefits and reach more people. This is an ideal choice for mobile app marketing.
This has to do with getting users in a more natural fashion. Think about a user browsing the app store, coming across your app in a top chart, and downloading it. That is considered organic marketing.
By getting featured on a review site or similar third-party media outlet (websites, mainstream media, etc.) you can get your app’s name out there which can lead to downloads and more users. To do this, it’s best to reach out to media outlets and review websites to promote yourself and earn a spot on their website or in their periodical. Pay attention to the blogs that cater to your niche and reach out to them and pitch your app for a review. Make sure you offer them something that they’ll think is worth writing about. For example, if you came up with a new photo sharing app you can talk about what it does that is different than the well-known apps. This will give the writer something to work with and focus on.
Word of mouth is also a form of organic promotion. This is best done by asking your current users to share your app or to write a review in an app store. Make sure that users have a streamlined way to share the app to their social media or via text message and email.
Never underestimate the power of traditional paid promotions. Invest some money into your business and your app and run burst campaigns that can help you get featured on a Top Charts list. Burst ad campaigns will promote your app through internet ads that will generate traffic to your website and app. The more downloads you get in that time the higher you’ll rank in the app stores. Once you get the attention in the app store you will get more organic downloads and can decrease your spending on marketing.
Promotions via the Web
Even though your focus here is to market your app, you can’t forget about your website. When other outlets review your app for you, they’ll more than likely link to your website, too. Similarly, when someone searches for your business on a search engine they’ll be sent to your homepage and the details page for your app. Make sure your website’s landing page is up to par so visitors have a good experience and relate that good experience to your business and your app. It’s a way to convert website visitors to app users.
Keeping your website up-to-date and overall pleasing is important because it can properly represent your brand. An app’s details page can’t do this. Those pages are limited in space and can’t be optimized for rich formatting and interactive use. Your website, on the other hand, is the opposite. You’ll have plenty of space to say what you want and can use engaging and interactive web techniques to entice the visitors. Once you hook the visitors on your brand, they’ll be more likely to search for your app, download it, and use it continuously.
Each one of these marketing techniques has their own benefits and it’s best to use a combination of them to best promote your app whether you’re looking to get new users and increase downloads or if you’re looking to keep current users happy and engaged.
Creating an app and keeping it running properly isn’t easy. Mobile app marketing isn’t easy either. It takes planning, analyzing, and extreme coordination to promote your app to new and current users. By following the ideas in this article, you can properly market your business and your app. Mobile app marketing is an important part of your business and shouldn’t be ignored. It’s worth all of the effort that it requires and is even worth the extra investment that it takes for paid promotions. If you put in the work and time you can successfully market your app and your brand on mobile devices.
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