While the mobile application ecosystem flourishes, getting lost in the crowd of over 4.5 million android and ios apps available on the mobile application marketplace is more likely than ever before. To make your application stand out, creating a robust mobile app marketing strategy, hence, becomes quintessential.
Acquiring new users on your mobile application is always the ultimate challenge. But, be rest assured, an application is your silver bullet when it comes to increasing your business revenue.
I say this because, globally, the mobile application market size has skyrocketed. It was valued at $107 billion in 2018 and is expected to touch an astounding $407 billion by 2026.
With these numbers in hindsight, mobile applications shall continue to dominate the market in the coming years.
Let’s put some numbers into context. The number of mobile apps available on these app marketplaces is-
- Android Apps available on Google Play (2019) – Approximately 2,570,000
- iOS Apps available on App Store (2019) – Approximately 1,840,000
- Apps available on Amazon Appstore (2019) – Approximately 500,000
Going by these numbers, getting your mobile app trending on stores is not going to be a walk in the park, for sure.
Every popular and successful mobile application you know of today, involved astute strategies, research, hard work, dedication, and planning.
Indeed, it also involved a marketing strategy that was out of the box.
Mobile App Marketing Plan Template
Before we move on to mobile app promotional strategies, I’d suggest you create a marketing plan overview based on this template for your mobile app promotion. This template will help you define different aspects of your business so that you can focus on priorities when you market your app. We have listed some key points which you must consider in your marketing plan to help identify your customers, meet their needs & stay ahead of the competition. Creating this strategic roadmap requires time, commitment & research, but it can turn out to be a highly valuable process contributing to your app’s success.
- Set your App Objectives & Goals
- S.W.O.T Analysis
- What is your app good at?
- How can you stay ahead of the competition
- Unique selling proposition (explained in this article below)
- What needs to be improved?
- What does your competitor do better than you
- What’s holding you back
- What market trends can lead to improved conversions (goals)?
- What can you use as an advantage to your business
- What could harm your business
- Any unforeseen market factor/risks
- Financial Projections for App Marketing
- Figure out an initial budget
- Adjust the budget
- Refine your objectives & promotional expenses based on the budget
- Understand your Target Market
- Understand the industry
- What is the market size?
- Create a buyer persona
- Analyze your competition
- Understand the Target Audience
- Understand the demographic profile (age, gender, etc.,)
- Psychographic profile (their interests, behavior, etc)
- Needs & Wants
- What can you offer?
- To acquire new users (User Acquisition)
- To drive past customers back (User Retention)
- Tracking & Analysis
- Figure out which app marketing techniques & strategies are giving you the highest ROI
- Key Performance Indicators of your App Marketing Success
- Pre-launch app Advertising Strategies you Plan to Use
- Post-launch App Advertising Strategies you Plan to Use
Pre-Launch Mobile App Marketing Strategies
Don’t wait to crack the Egg & Chicken riddle when it comes to planning the pre-launch marketing strategy for your mobile app. Marketing your mobile app before launch is an absolute non-negotiable.
It’s always better to ensure you’ve acquired a bunch of potential users for your app before you actually launch it.
Invest In Market Research
Your first steps towards developing an effective app marketing plan must include understanding the key players in your domain.
You cannot strategize your app marketing plan until & unless you completely understand your target audience and competitors.
Research is a marketing investment that must be a priority for every business.
If you are able to gather meaningful data and insights from the market, and then compare them, you will boost your chances of cracking the code by knowing what exactly works and what needs to be fixed before your app launch.
Start with creating a spreadsheet of competition analysis and collect every possible dataset you can throughout the research process.
Plan Your App Release Date In Advance
It’s human to want your mobile application out in the application marketplace, accessible to the world as soon as possible; after all, it’s your baby. But, planning a release date, well in advance, is very important.
I’m certain you would not want your app releasing on the same date as the next Apple iPhone or when any other major “Tech” update is scheduled.
It is important to keep an eye on the Tech calendar, cause if you don’t, you would probably find your product getting lost in the noise.
Setting a well thought out launch date for your app will not only help in devising product development deadlines but also ensure you get enough time to strategize effective marketing plans around the app launch schedule.
Planning your application release date in advance is an effective mobile app user acquisition strategy you should not ignore.
USP Analysis – Your “Competitive Edge”
“Knowing what makes your app unique, helps your app thrive in the market”
Knowing your USP can help create a definite mobile application marketing approach. After all, it is your “competitive edge” that will make users want to install your app in the first instance.
Here’s a way to help you identify your USP:
- Invest time in brainstorming what customers value about the app you’re offering
- Moving beyond, identify what USPs competitor apps are offering
- Now it’s time to compare and rank yourself against your competitors, based on these USPs
- Once you identify where you rank well, it’s time to develop your marketing strategy based on content focused around these USPs
Make sure you also come up with a great defending strategy for the USPs you identify for your app, cause your competitors are also striving hard (just like you), researching and analyzing their competition.
As soon as they’ve found out your USP, they would definitely try & copy it. One good way to defend your USP is by investing more time & money to take it a notch above so that most of your competitors struggle to keep pace.
And once they’ve managed to boost their level, congratulations, you’d have already reached the next stage.
Beta Testing the Right Way
When your mobile app development team is done building the app with amazing features, UI/UX, the next step you follow is sending that app to your team to get feedback, isn’t it?
Though your development team is likely to give a thumbs up to the app, they are not the actual users of that application, right?
Here’s the time when you should be on the lookout for your beta testers. Identify them, reach out, reward them and get genuine feedback that you need.
It’s imperative to catch hold of the right audience when you are looking for unbiased feedback, so that you may collect points/inputs to actually work and play around with, before the release of your app in the mobile application market.
Description Of Your Mobile App
The description of an app on the store only exhibits the first 2-3 lines of text. If a user wishes to read the full description, he/she needs to tap on “read more” in order to read the full description.
Getting your message through in the first 2-3 lines is an art you need to master for users to understand your mobile application better. Only a few would bother to tap on “read more” to go through the full description.
Try & convey your message across in the first 2-3 lines. When writing the full description, you should mention how your app will simplify a user’s life, instead of every little thing your app can do.
Create a Website for your App
It increases brand visibility, credibility, trust & application discoverability
What would you do if you want to know more about a product or service? You would search the web & visit their website, right?
The same way your potential customers would also search for your product on the web if they’re really interested in it. Once they find a website for your product, it will increase trust towards your brand. Remember, all touchpoints are important contributions to build a brand reputation.
Also, not all people search for mobile apps on the app stores, some might search for applications on the search engines too, and this is where your website comes into play.
A website allows you to provide in-depth details about your application
Your app store page can only provide limited details while having a website for your mobile app allows you to deliver in-depth details about your application to the potential customers.
It allows you to spread awareness & collect emails
Launching a landing page or website before the application is available in the app marketplace is great for spreading awareness & collecting emails of potential customers.
It opens new channels to targeted marketing
You can promote this website via paid advertisements, social media, email marketing, influencer marketing, etc., so that people can know about your application before its launch date & you can already have a bunch of potential users for your application when it gets launched in the market.
It allows you to leverage the power of content marketing
One more important reason why you should consider building a website as a part of your pre-launch app promotional plan is – it allows you to leverage content marketing via blog, which is very important to spreading a word about your application and keeping your potential users updated & engaged. Blogging helps you grow your fan base & acquire new users interested in your product. You can consistently publish blog posts surrounding your application features which the users might be interested in.
Based on your objectives & target market, you can choose what kind of website suits best for your app promotion efforts – single page website (landing page) or website with a blog.
Spread Early Buzz on Social Media & Generate Curiosity
The core purpose of the mobile application you have created is to let more and more people know about it and get it installed on most of the devices. In order to get the most out of your app marketing strategies, it is important to focus on getting a better download conversion rate.
Creating a buzz around social media before your app launch can help you build brand awareness for it so that you can get a better conversion rate when you hit on paid app advertising strategies on social media.
Understand this the simple way – when people come across the cost per install advertising you are running for your application, they are more likely to install the app if they have seen your brand before. Also, creating a buzz on social media helps you build a community around your app before its launch date so that you can track & target these interested users when you finally launch the product.
The popularity of social media giants like Facebook & Instagram has made them a perfect channel for new apps to make entry into the market.
Pick a few social media platforms that suit well with your application marketing goals and start creating hype around your app before its launch date. Create a marketing plan to engage & distribute content with prospective users for your mobile app.
Below are some best social media strategies for your mobile app promotion –
- Post frequently and show the audience the benefits of your application & why they should install it
- Use relevant hashtags to reach more audience & also post around your brand hashtags
- Get influencers for your app & feature their reviews
- Encourage engagement with contests, giveaways, etc.,
- Don’t miss to spark a conversation when someone shows interest
Create A Promo Video
If a Picture is Worth a Thousand Words, What’s a Video Worth?
We, the humans, are visual creatures and therefore video marketing would be a great addition to your app advertising strategy. Videos are very easy to consume and help you avoid the overabundance of textual information.
You can leverage the video content across multiple promotional channels like a website landing page, app preview, youtube, social media, and other mobile app advertisement campaigns.
Here are some benefits of video marketing to ascertain why it’s important to include video marketing strategy in your mobile app marketing plan template –
- It boosts conversion & sales
- It gives great ROI
- Video builds brand trust and credibility
- Videos are appealing to users
- You can explain your product in videos much more briefly as compared to other mediums
- You also get the privilege to target lazy buyers with video marketing
- Video content encourage social shares
App Store Optimisation – A Crucial Part Of Mobile App Marketing Strategy
App Store Optimisation (ASO) is a continuous process of optimizing mobile apps for getting them ranked higher and increase discoverability on the app store search results.
The higher your mobile application ranks on the store, the more visible it is to potential users, thus, increasing the possibility of downloads.
Few components that affect ASO include
- Application’s name and description
- Preview screenshot quality
- Size of the application
- App Compatibility
- Frequency of App Updates
- Number of downloads
- Ratings and Reviews
Post-Launch Mobile App Marketing Strategies
Now that we’ve designed the pre-launch promotion strategies for your mobile app, it’s time to devise a solid post-launch marketing plan to help your app get the exposure it needs to become successful in the mobile application market.
Value of Retention>>>Acquisition
Acquiring new users for your mobile app is always desirable. However, a successful marketing strategy doesn’t end when the ink is dry on a paid acquisition marketing contract.
Not everyone is lucky enough to have a thousand dollars budget as part of their paid user acquisition strategy for their mobile application.
Every new user you acquire for your app, shall not disappear into a hole – never to hear from you again. Otherwise, you will see people dropping off your application from their mobile devices soon.
You should always have a keen eye on user engagement. Monitoring this will help you understand how effective and convenient the UI/UX of your mobile application is, and how it can be improved continuously in order to retain users.
“Retaining users of your app is a game-changer in the mobile application industry. The more users you retain, the higher the number of installs you attain.”
Mobile App Paid Promotion Strategies
Paid promotion is one of the most effective forms of direct marketing. Be ready to churn out a handsome portion of your marketing budget for promoting your mobile app via app advertising channels.
This is going to surely pay you rich dividends while you try and bring your app on top to reach maximum potential users. Below are some of the best mobile app advertising channels to supercharge your marketing efforts –
- Facebook Ads – A great option for a mobile app promotion due to advanced targeting options available
- App Store Search Ads – More than 60% downloads of an app are acquired via app store search results
- CPI Advertising Platforms – A great app advertising strategy to focus on
- Google Universal App Campaigns
- Pay Per Click
- Press Releases
- Influencer Marketing – Let the industry influencers promote your app to their audience
Provide Excellent Customer Support
You need to rethink when it comes to treating the users of your mobile application.
High-quality customer service results in an increase in loyal customers for life.
You need to make sure that you’re following up with every single user who is facing issues with your mobile app.
A lack of response to issues faced by mobile application users might result in frequent uninstalls, so make sure your development team responds to and resolves every single query they receive from the users.
You may evaluate enabling features like personalizing your email dashboard by labeling your customer queries as a priority, allowing users to opt-out from push notifications anytime they want to, providing in-app chat support option, etc.,
User Reviews Play A Huge Role
We live in a review based society. The opinion of people around plays a very important role when it comes to a person’s decision of installing your app. With respect to the mobile application industry, reviews are responsible for the following –
- The visibility of your application in the application store search results with respect to keywords.
- How likely your mobile application will be featured in the mobile application marketplace.
- Installation Rate of the Mobile Application (How likely a visitor will be installing the app after going through it)
- Credibility, Engagement, and Loyalty for the mobile application
Research shows that almost 90% of people regularly or occasionally read through online reviews.
Below is an example that clearly shows how reviews are important for any business –
More than 80% trust online reviews as much as a friend’s recommendation and they make these decisions very quickly. About 68% of people form an opinion after reading between 1-6 online reviews.
Measure Some Important App Metrics
Right from the beginning, it is essential to enable an app analytics feature in your application. This will help you track important metrics for the success of your mobile application.
You must figure out what metrics help your app succeed in the mobile application market. Once you’ve figured that out, keep tracking and analyzing them. These will help you make necessary adjustments when something is working really well or something is making a user drop off from your application.
Define KPIs, analyze data and ensure you’re putting in every possible effort for sustained gains.
Below are few metrics you may track –
- How often are users using your app in a day?
- Is there any particular path/section where users are bouncing back (exiting)?
- Which feature users like the most?
- Daily and Monthly Active Users
- Avg. Revenue Per User (APRU) = Total Revenue Generated / Total active users
Get in touch with your partner mobile app development company right away and ask them to build an app analytics section inside the application.
All in a Nutshell – How To Market An App Successfully
Your Pre-launch and Post-launch app promotional strategies will definitely pave way for the success of your mobile application & help you acquire & retain users alike if executed the right way.
Needless to say, your mobile application is an ace up your sleeve & you need to make mighty sure you get that right. This is one piece most people miss to focus on.
People often get blown away with the power of marketing and tend to let loose on the product. In case your app doesn’t tick the right boxes, your marketing efforts will not bear fruit for long.
You will achieve user acquisition targets for your mobile app with these marketing plans, but what about the retention rate? You need to make sure that you build a great app so that the users who install your app would want to keep it on their mobile devices for long.