Mobile is where the marketing is. With the booming smartphone technology, an increasing percentage of people are using their mobiles for making a number of lifestyle choices.
Consider this: the internet isn’t divided into ‘the internet’ and ‘mobile internet’ anymore. People use mobile devices to access internet for each and every purpose; they don't want to necessarily download apps or use their desktops. Instead, they do it on the go maybe while waiting for the subway, standing in a long queue or when they are catching a break at work.
They want an app for everything they do. This is what has led to a surge in the app market. According to statistics:
- The projected number of app downloads in 2017 will be - 268, 692 million
- The total number of free mobile app downloads are - 211.31 billion
- The worldwide app revenue is - $50.9 billion
Going by these facts, it is safe to say that having a well thought out app strategy has the potential to turn the tides in the favor of that app.
Here are some of the ways you can carry out app marketing strategy like a boss.
1. Fulfill Their Needs
Let’s keep it real.
Given the choice, users are going to prefer an app that fulfills their needs over the scores of apps which only exist for marketing purposes. This trend is due to the fact that people nowadays want to solve some or the other tasks using the apps.
This is why an app that saves their smartphone battery during emergencies is more likely to get their attention and love than apps which only offer push notifications.
Remember the SPG app from Starwood Hotels and Resorts? The app provided users the option to make keyless entries to their rooms. This made it easier for guests to unlock their rooms without the hassle of handling keys and also, to check-in with ease.
Think along the same line and focus on creating apps that solve a problem, provides a solution or entertains. This is because a handy app sells itself.
If you already have an existing app, work on its features and functionalities, completely revamp it and relaunch it on the market. Or, just develop a new one from the scratch.
2. Know Your Target Audience
When it comes to app marketing, the target audience often run into millions. Businesses would, therefore, want to make the most of this opportunity and reach out to a maximum number of their target audience. A mobile app provides them the best option in this direction.
It is a no-brainer that the first step that businesses need to take before implementing any strategy is to conduct research about their target audience. This should be your first priority and not an afterthought.
Set out with questions like:
- What is their age group?
- What type of apps do they generally prefer?
- What sort of interactions do they have with the apps used?
- What features do they like the most?
- What sort of apps do they use more often?
These questions will help you create user profiles for your app. Since we are talking about a lot of data on hand, know more about your target audience with the help of surveys, focus groups and market research.
3. Have Website, Will Promote
Do you have a website, a blog site or any other website (like an e-commerce site) for that matter? Put them to good use by promoting your app by:
- Keeping a featured post mentioning the app with the download link
- Displaying the app’s information above the fold such as in the banners
- Placing the app’s icon and download link or button on all the web pages
When the users visit your website, they will eventually take a look at the app and some of them would want to know about the app. This takes them one step closer to downloading the app.
4. Optimize for App Stores
Whether you have developed the app for iOS or Android, you need to make sure that your app is optimized for app stores. App store optimization or ASO is one of the crucial factors for making an app rank higher in the search results on an app store. This is what leads users to discover your app from a plethora of other apps in the same category.
Suppose users search the app store for a ‘fitness tracker’ app. If your app happens to fall in the same category, then ASO comes to play in showing your app as one of the top results for the search. But the catch is that you need to follow ASO techniques to the T so that your app gets ranked high and attains greater visibility from potential users.
Additionally, you may want to go for localization of the app to drive more downloads from users located in specific locations.
5. Mention Your App Left, Right and Center
Be shameless about mentioning your app on social media channels, business forums and everywhere else. For instance, if you have a YouTube channel, create interesting videos that have the potential to go viral and mention your app at the beginning and the end of the video.
Similarly, get in touch with admins who have similar pages on social media platforms, collaborate them and give them a reason for mentioning your app. Make sure that the admins of these pages or accounts on social media have a large number of followers. Targeting pages with more than a hundred thousand likes may seem an impossible feat. But trust me, it isn’t!
You can also mention your app in newsletters sent out to your users or cleverly use the app’s download link in your email signature along with an impressive line about it that makes a mark on the receiver.
You can also run a contest, say, encourage people to share the link to your app with their network. Alternatively, you can also host giveaways on your social media page. These gimmicks will attract maximum views for your app.
6. Ask for Reviews
It takes many weeks of laborious work to get an app reviewer to have a look at your app. This happens to the best of the app marketers.
The solution is to have patience – a lot of it – and a list of the top app review websites which you can approach. Alternatively, you can also settle for paid reviews just to get started. Therefore, keep a part of your app marketing budget for reviews.
7. Give a Demo of the App
If there is one thing that your target audience would want to know about, it is how the app works. They would be eager to know what kind of problem solving does the app bring to the table and how?
Put on your thinking cap and brainstorm about how uniquely can you tell your target audience the story of your app. How can you get them to know the core features and functionalities of the app? Provide them all this information and much more via a demo of your app.
Use 360-degree videos, which are quite the trend these days, or share short videos on Instagram, Facebook, Twitter, Pinterest and other social media channels. It is your call.
These are some of the tried and tested ways through which you can carry out your app marketing strategies like a boss. You can always revise these ways, revisit them and carry on the strategies with fervor.
What strategies have worked for you? Let us know in the comments.