About 90% of our time on mobile is spent in the apps. Here are 5 marketing tactics which can be useful for engaging your target audience, securing downloads, and growing a loyal following for your app.
Congratulations, Now that your app is launched! Doing the Marketing for your app is the next critical phase.
Do you:
Launch and pray for success?
Promote your app organically?
Promote your app with paid media?
The correct answer is both that is to promote your mobile app organically and through paid media.
There are approximately 3 million apps that are available today, and the average mobile user owns 36 apps.
A coordinated marketing strategy will make you stand out – both in and outside of the app store.
Paid media enhances your reach and helps you to find new users.
But since user acquisition and retention are equally essential for the app’s success, you also need to increase the engagement and encourage word of mouth.
The organic promotion allows you to gather the traction within your fan base by showing that your app’s value extends beyond the initial download of the app.
Here are 5 methods for securing your mobile app audience’s loyalty:
- Promote with search ads
- Encourage user reviews
- Provide great customer service
- Submit to review sites
- Connect on social media
1. Promote With Search Ads
Search advertising will provide your app both exposure and downloads.
A study by Google and Ipsos concluded that 27% of people discover their apps through search engines.
Since search ads reach users at the moment of their purchase intent, Google also saw that 50% of app downloads on mobile are driven by the search ads.
To get started on creating search ads, Log into the Google Adwords and create an App Install campaign.
Next, set up conversion tracking so that you can also see how many downloads, installs, and first opens you get.
These metrics will enable you to refine your ad copy and targeting for maximum impact and minimal cost.
2. Encourage User Reviews
Asking for reviews will help you grow the fan base which will attract the new app users.
According to BrightLocal, 88% of people trust reviews from other consumers as much as recommendations from personal contacts. Reviews increase the engagement, credibility, and loyalty for your app.
You can request reviews alongside the updates that you deliver via in-app notifications. Notifications are permission-based, so users may disable notifications or uninstall the app if they receive too many messages.
Gamification is a process of adding game mechanics into your app marketing strategy. Inserting a bit of fun allows you to incentivize the review process for users.
You can install an app review plugin to streamline the feedback process.
Remember, good reviews are a result of good timing. Let the app users enjoy the app. Then, prompt for a review after a positive in-app experience.
3. Provide Great Customer Service
Stellar customer support is an important key for creating an awesome word of mouth and fewer negative reviews. When done effectively, customer support will allow you to engage with users so that you can foster feelings of loyalty and advocacy.
Make it easy for users to communicate with you and voice their issues. Install a “send feedback” button with multiple CTA’s like Email, In-app chat feature and Social media platforms like Twitter and Facebook are both effective and inexpensive support channels for marketing of your mobile app. Nearly 70% of customers have used social media while looking for support.
Hosting customer care on social media channels also showcases the likes, shares, and comments you get from being helpful. This positive social proof helps you increase the number of downloads for your app.
4. Submit to Review Sites
Whether you are getting a review from popular media sources like TechCrunch or app review sites, an expert’s assessment of your app is pure marketing gold.
Benefits of getting your app appraised by reviewers:
Creates awareness within a loyal audience
It will increase your app store rankings
App reviews sites are a user- and developer-trusted resource which thus provide unbiased reviews.
When submitting your app to a reviews site, include the following things:
Press release
App pitch
Promo code (for a demo)
App video demo
Catering your pitch to the author’s style will ensure your submission gets accepted and receives the best possible write-up.
5. Connect on Social Media
Since 81% of Americans are present on the social media, use your app marketing strategy to initiate the conversation. Focus on social media platforms that are popular with your target audience. The strength of social media is present in your followers. A mix of fun and informative content, such as videos, blogs, and photos, will enable you to attract people aligned with your app’s brand.
Joining and sharing in relevant groups will also increase your app’s visibility and grab the attention of your specific audience. Consider using sites like Quora to position your app as a helpful resource.
As long as your answers are balanced with great content, users will not mind your promotions.
To maximize your exposure, consider running paid campaigns on each platform.
Running an App Install campaign on Facebook, Twitter, or Instagram can increase your app downloads.
After Creation Comes Promotion
A successful post-launch app marketing strategy needs a balance of paid and organic promotion.
Let your app promotion strategy work towards both immediate and lifelong users. Tactics that emphasize user-value will deliver the required exposure and loyal fan base which your app needs to grow.