17 Marketing Strategies To Make Your Mobile App A Huge Success
Everyone seems to use their smartphones and portable devices for everything from getting a ride to buying groceries. Upstart app businesses have reinvented the way many industries operate. But smart companies are working with application developers to create apps that make their services easily available for potential customers. Designing a great app is only a part of making your business’s mobile presence a success. To ensure customers can find you, you need to optimize your mobile app marketing.
The most successful mobile apps are the ones that have strong app marketing strategies. From grassroots promotion to the most exhaustive programs, any mobile app is reliant on a good marketing program. Without marketing, it is impossible for potential customers to find your app. It is simply not enough to expect the App Store or Google Play to drive users to your app without a strong, multiplatform promotional program. You must educate potential users of the advantages of your app and how they will benefit from using it. So, how does a business develop a marketing program that will lead to your app is a huge success?
1. Discover A Need In Your Target Market
This seems obvious, but so many companies fail to do their homework. Using analytics, demographics and developing an idea of your prime target audience, you can define the niche you hope to reach. Forbes recommends being selective in your app’s intended audience and that research will provide you the information you need to understand your app’s position.
The truth is that the most successful apps are the ones that were developed with a certain customer in mind. With this in mind, you can then find the place where your app fulfills their need.
2. Research On Competition
There are over three million apps available on the App Store. That’s a lot of companies fighting for attention. It pays tremendous dividends when you know what else is out there, in your market segment. Using some simple searches, you can easily determine what other businesses are doing with their apps. Don’t be afraid to download competitors’ apps and try things out.
For example, when PC’s were just beginning to explode on the scene, Apple and IBM controlled the market. Other companies that wanted a piece of the emerging market needed to find a way to compete. Compaq, for example, went for portability—fulfilling a need that was missed by the two leading companies.
In the above example, Compaq did not create a new kind of computer—their product ran the very same Microsoft operating system as an IBM, but they provided a new innovation that opened their product up to a specific niche.
3. Leverage On Your Landing Page
This is integral to the success of your app. Failure to create a compelling landing page that feels fresh and includes a call to action. This is the first impression your potential customer sees. Your landing page must be extraordinary and memorable. The kind of initial experience that gets people talking, in the best way.
There is an age-old axiom in sales that the best kind of exposure is word of mouth. In modern terms, that translates to customer ratings. On the App Store and Google Play, the more positive ratings an app can garner, the more confident new users are when downloading.
4. Ensure A Visible Presence Of Your App On The App Store
Much like search engines, the App Store and Google Play use an algorithm to place your app. The systems consider things like clarity of landing screen and app icon, ease of operation and even multiple screenshot availability.
Apple offers an app testing service called TestFlight Beta-Testing that can help you debug the app before releasing it. On Google Play, use an open interest test to make sure your app is functioning properly and free of bugs.
With your app fully tested and operating optimally you will score better and get better positioning for your early entry onto either app source.
5. Invest In Viral Content And Explainer Videos
If a picture is worth a thousand words, then a video is worth a million. Creating an explainer video can be an easy and informative way to reach a large number of potential users. An animated video or a great visual that catches fire and goes viral can energize your audience and build excitement.
While no one can predict what will go viral, there are some keys to making a successful explainer. Keep things short (60-90 seconds), direct and entertaining. Images should be clear and the message simple.
6. Start A Blog
Creating a blog for your app and your company is a great way to accomplish a number of marketing goals. A well-written blog can establish your company as the authority on a subject. With regular, original content added, you build a relationship with your readers.
Be sure to learn how to optimize your SEO on your blog. Knowing the keywords that your readers are using to locate you will help your blog find higher rankings on search engines. Utilize metatags that will connect readers that are searching for your expertise. Higher rankings equate into customers finding you more quickly. This will positively impact your placement on the app sources.
7. Use Social Networks To Discover Your Audience
People are turning to social media more and more to find businesses. Without a social media presence, a company is marketing with its hands tied.
To best reach, your audience on social media, develop a concise description of your business. Use eye-catching images and keep your message on point. Be very careful about trying to be too cute or funny. Miss the mark on a joke, and you could go viral for all the wrong reasons. On the other hand, a timely post that connects with your viewers can establish a connection with your followers.
8. Market The Experience
The reality is that there are plenty of apps out there, and there may be a number out there might be offering a similar service. The best way to stand out from the crowd is to promote experience, not the app itself.
Your app needs to make life easier, provide a better way of doing things. Uber didn’t offer something completely new—the world had taxi cabs and car services before. What the Uber app did offer was convenience over waiting for a taxi or calling a car service. They sold customers on fast, simple service.
9. Insist On Engaging Your Audience As Opposed To Getting Them To Download Your Content
The download count is certainly a sexy measurement and looks great on the App Store page for your app, but the truth is downloading only equate to the initial contact. If you think about all the apps you’ve downloaded onto your phone, you’ll realize that you use a small handful of them. Some you’ve taken the time to clean out, others are lingering on in the recesses of your phone. What really matters are repeat users.
The return rate is far more important. Are users downloading your app and then returning to use it? The likelihood is that a user that returns to an app to use it multiple times is developing loyalty. And a loyal user that feels satisfied will bring other engaged users in the future.
10. Use The Blogosphere To Get Coverage
Along with your own blog, getting coverage on other blogs can be helpful. The more your app finds favor with experts and thought-leaders, the easier it will become for users to find you. This is the basis of the Google algorithm.
Google adds value to a site based on mentions of that site on credible sources. So, in addition to the practical value that comes with positive blog mentions, coverage helps improve your search engine optimization.
11. A Story Goes A Long Way
People want to connect with things on a deeper level. Don’t just tell them about your app, tell them the story behind your app. Share with them the situation that bore the inspiration for your app.
This is your chance to develop a relationship with your potential users. People like to know
Who they’re doing business with. Tell them about the people in your organization, the way the app works or how you do business.
If you feel that some of those subjects are too personal, create a narrative around your app’s experience. Introduce users with other users’ positive results.
12. Watch Out For App Reviews
Encourage early users that are satisfied to review your app. This is an extremely important facet to successful app marketing. App reviews help influence other potential users. Your developers can build reminders that encourage repeat users to perform an app review. By obtaining the reviews from your loyal users, you are more likely to receive a positive rating.
Furthermore, loyal users are far more likely to write a review, rather than simply provide a score. When a potential user is able to see the relatable value, they are more apt to commit to downloading and ultimately utilize an app.
13. Leverage Google Play As Well As Apple Store To Boost Your App Page
There are a number of keys to optimizing an app page for either the Apple App Store or the Google Play.
- Have a clear icon for your app. This seems simple enough, but a good icon will connect the app to your company and services.
- Have multiple images of the app in use. Both app sources put a great value on clear, well-defined images. Potential users like getting the impression that your app is easy to understand and use.
- Utilize keywords in your app name and description.
- Promote your app outside of the app sources to help drive initial downloads and elevate your ranking.
14. Use App Activity To Incentive Your Users
Repeat customers are the lifeblood of any business and your app is no different. To keep your customers happy and loyal, reward them based on continued use. Loyalty rewards can be simple and need not ruin your profitability.
A local pizza place might reward loyal users by banking $.50 for every $10 spent on the app. When users have spent $200 on the app, the user receives a $10 coupon.
This kind of reward system encourages users to return and spend more. The effect on the profitability of the business is minimal, just 5%.
15. Ensure Easy Sharing Of Contacts
It may seem like we keep touching back on the idea of building a relationship with your loyal customers, but there is tremendous value there. Your satisfied customers are the most trusted marketing you can develop.
They become brand ambassadors and their peers trust them. Make your app easily shared by happy users.
Also, allow users to opt into a community of their peers. By growing a community of engaged users, you give them the opportunity to learn from one another.
16. Have Your App Peer-reviewed
Developing positive reviews from industry experts has always been an effective way to gain trust from the public. For example, a home repair app might find it advantageous to have a television personality that hosts a home repair program provide a review.
There is an established level of trust the public has formed with such a person and their advice can legitimize your app. Similarly, a review from tech specialists can vouch for the quality of the app itself or your systems.
17. Also Invest In Youtubers/Influences For Further App Review
Much like industry experts, influencers and youtube hosts have become a valued source of information for loyal subscribers. Whether you invest in an influencer’s message or you are able to gain their attention organically, there is great power in their endorsement.
The great thing about youtubers and influencers is that their platforms are not restricted for time or depth of detail. A notable youtuber can spend the entirety of their program on a single subject. They typically maintain open channels of communication with their followers and can follow-up on any questions or comments.
Launching an app can be an exciting time for an organization. The availability of an app can bring your business to a greater audience, but it takes some creativity, attention to detail and good old-fashioned customer service to make a splash. If you take the time to do your research and offer a well-developed, debugged app, you can capture an enthusiastic audience with some smart marketing.