Your users are not online, they are mobile. More searches every day are made from mobile devices and our phones today can do things we couldn’t imagine they could do a few years ago. Therefore, choosing the best marketing strategy for your mobile app will definitely increase the chances of your product’s success.
But how to build a sustainable and steady income from your mobile app, if you acquire as many users as possible? Latest prediction tells us that mobile ad spending will surpass all traditional media combined by 2020. So, it’s logical that in-app advertising will become only bigger as time passes.
Mobile ad spending is already bigger than TV. There were 2.1 million apps in the Google Play store and 1.8 million apps to choose from the App Store. With that kind of competition, it’s not easy to get noticed.
1. App message
Most of the apps you’ll find in the app store serve some purpose or solve some problem. But with so many apps, there are some that are completely useless or simply not scalable. Actually, in the Google Play Store, you can find apps like “Nothing” that literally does absolutely nothing or “There Is No Game”, consisted just from the loading bar.
Assuming that you’ve created an app that will serve an important purpose in the user’s life, you’ll want to choose the right message and the name for the app. Those are the first things you’ll notice about the app and if you’re just launching your app, it is important to get it right from the beginning.
2. App Store Optimization
App Store Optimization (ASO) is a crucial piece of your marketing efforts. It is an ongoing process of trial and error. App Store Optimization focuses on the optimizations of the app’s listing in the Google Play Store or App Store.
The first step of App Store Optimization would be conducting the target market research to get an idea about your target audience, their needs, and behavior. After researching and choosing your keywords, one of the most important things to decide on is the name. Try to include keywords in the name of the app too.
Every element of the app’s listing in the App Store affects your downloads, whether those are videos, screenshots or app’s description. However, rely on data. Get to know your users with an implementation of a mobile app analytics platform. Run the tests and readjust as you figure out what works the best for you app, game or audience.
3. Research your target market
Target audience, simply spoken, is a demographic of people who really want or need what you’re offering. Not having your target audience defined is like you’re shooting in the dark.
Having a defined target audience will simplify all your marketing efforts. With a clearly defined target group, you’ll have a better idea of how, when and where to reach it. You can start very broad with categories like millennials, but you’ll achieve the best results when you figure out the details.
4. Take opportunity of the social media
Out of the time spent on mobile phones, the majority of the time is spent in apps. So if you’re looking to grow your own app by advertising it to other app users, it makes sense to do it on the platforms they already spend the most time.
Using social media to grow your app is a long term strategy and the results are not instant, but the more time and effort you invest in it, the results will come sooner.
We already tried to emphasise the importance of conducting target research. If you have done that step, it will only be easier to choose the right social media channel. Knowing your target audience will help you choose the right channels, the right tone of voice, right creatives, it will define your overall marketing strategy for your mobile app.
For example, Facebook isn’t among top 3 social media networks among Gen-Z, so if that is your target audience, you’ll want to choose some other network that your target audience is more prone to using.
Social media networks are easy to use, free and globally available. But be careful, don’t put all your eggs in one basket and rely ONLY on social media. Think of social media as a showcase of your work in front of a huge audience.
With more than 3 billion social media users worldwide, everything you put on social media has the potential to be seen by a huge audience. Also, here’s a list of social media tools that will help you achieve your social media goals.
5. Don’t forget paid user acquisition
User acquisition (UA) is the process of gaining new users for an app, game, website or service. And user acquisition will build your audience through marketing-driven activity.
It is a never-ending journey since there will always be users who download your app without ever using it or they just stop using it after some time and uninstall it. So you need to have a constant flow of new, fresh users to keep your app alive.
The number of paid installs will continue to grow, with revenue growing faster than the number of installs. Non-organic app installs will be the fastest growing category among with attributed installs. The decline 📉 of the organic installs has been constant, and achieving organic user acquisition at scale has never been more difficult.
That only shows us how important will paid user acquisition become since it is increasingly difficult to get your app discovered organically in the Google Play or App Store.
With the organic installs steadily declining, an important part of your mobile app marketing strategy in 2019 will be paid user acquisition. But before starting to acquire users through paid ads, there are some steps you should go through. First, decide on your app’s message. If your message is clear, the audience will have a better idea of what is your app about.
Research and preparation is an essential part of every mobile marketing strategy. Research your target audience to get an idea who is your ideal user, why would he use this app and where did he discover it?
Optimize the app’s posting in the Google Play or the App Store, making the app easier to be discovered organically.
And last, but not least, use social media, be present on social media networks and update your users every day. Using social media is a free way of displaying your work to a vast audience.