Understanding different strategies to market your app is crucial for developing your overall app marketing campaign. Regardless of your budget, target audience, and app vertical, here are eight essential app marketing strategies to get the most out of your campaign.
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Before we dive into the eight pro app marketing strategies, there are three important questions you should be able to answer; performing market research is essential before you begin your marketing campaign.
Once you can answer those basic questions, it’s time to start on your app marketing strategy.
When marketing your app, keeping your blog up-to-date is crucial for driving new traffic to your site. It helps get your app’s website on the front page of Google through search engine optimization (SEO) to help new users find your app organically. You should also share these posts across all of your social media channels.
Landing pages are critical for an app marketing strategy; they allow users to learn about the features, functions, and benefits of your app while also bringing SEO benefits similar to blog posts. There are a few things that you should include on this page:
You can improve your app’s position in the app store through app store optimization (ASO) best practices. This step is crucial; even if you get potential users to your app in the store through other means, they still need to be enticed to hit the install button. ASO also helps attract more users organically without extra costs.
Similar to SEO strategies, ASO requires identifying and using keywords to help your app rank highly in the app stores. You’ll want to include screenshots and videos of your app in use so that they know what to expect. Another way to improve ASO is to use secondary app categories so that users can find your app from various places in the store.
When executing an app marketing strategy, you can’t ignore social media. Users spend hours on these platforms each day. You’ll want to post across your social media channels regularly and use the platforms to raise product awareness, get feedback from your users, and build a community by engaging with them in a light, fun way.
You can include a variety of content on your social media channels, like sharing blog posts, starting discussions, hosting competitions, and allowing user-generated content. Many app marketers also like to integrate social media into their apps so that users can easily share their journey on your social media pages.
Influencer marketing is becoming more and more popular, especially in the app space. This marketing strategy involves using influencers to promote your brand and help reach new users. Influencer marketing has captured the industry; in 2020, 65% of marketers increased their influencer marketing budgets.
There are two ways that you can use influencer marketing to achieve your app goals: paid product placements and offering freebies. Some brands offer incentives to influencers to promote their products, but the more popular route is through paid ads. Paid ads give you more creative control and allow you to offer your app to the right influencers in a cost-effective way in order to reach a broader audience.
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Bringing in new users through paid ads is called paid user acquisition. In this app marketing strategy, you set up ad campaigns and adjust your ad spend continuously to achieve the best results. For this strategy, it’s important to understand your users and have a clear view of what actions you want them to take, whether it’s making in-app purchases, purchasing the app at an upfront cost, etc.
Observing data over time and spotting trends in your users’ behavior is the best way to analyze your campaign’s success and know how to adjust your ad spend for better results. You’ll want to track how many users performed certain actions and what made them do so.
Your app marketing strategy’s success relies on your key performance indicators (KPIs), which are used to measure your app’s performance. KPIs take into account the in-app activity that matters the most to your goals; measuring them will give you a clearer view of how your app marketing strategy is performing and how you can improve it.
Some important KPIs you should track in your app marketing strategy include:
Your custom retention rate shows you how many users are still active after a certain length of time. Because many users leave after the first week, many app marketing strategies include running retargeting campaigns the week someone installs your app.
These campaigns focus on retention and aim to boost lifetime value and return on ad spend. Marketers do this by finding where users start leaving and attempt to retain them before that happens. User retention is essential; you’ll get more engagement and revenue from the people who’ve already installed your app.
By creating a mailing list, you can regularly offer your users updates on your app and send them promotional offers, helping generate revenue and increasing user retention rates. One significant benefit of running an email marketing campaign is that it’s an opt-in channel; only the users who have shown interest will see the content. It’s also a great way to increase customer loyalty by offering your current users unique benefits.
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