One of the most overlooked aspects of developing and launching an app is having the right mobile app marketing plan. This is when the hard work really starts. Simply launching your application and posting it on Facebook will not deliver the thousands of downloads you envision.
There are approximately 6.5 million apps available on the five largest app stores.
There were 180 billion apps downloaded as of June 2017 alone.
Make no mistake, the competition for downloads is fierce. If you want your app to stand out among the millions you need to make marketing a priority. To ensure app growth and success, a smart and effective mobile app marketing plan that spans multiple channels is optimal.
Ready to develop your mobile app marketing plan? Let the following serve as your guide to success.
App Store Optimization (ASO)
You are probably familiar with Search Engine Optimization (SEO). Well, ASO is the same but for the app world. It is an essential part of optimizing your app to make it more discoverable in the app stores.
The easier it is to find your app, the more downloads you will net as a result. There are a few important optimization tactics you can employ to ensure your app fulfills search queries in app stores. The optimization tactics include:
- Title: This is often the first thing a user will see when they land on your page. It is also a key area to place keywords. Your title should include your top three keywords, brand, and the function of your app.
- Icon: Visuals are vital to download success and your app icon should be compelling. You can use platforms like Fiverr to enlist the help of an icon designer.
- Description: App store descriptions are often overlooked, but they’re very important assets for app store visibility. You want your description to be filled with keywords while keeping a natural tone for users. The first few sentences of your description are the most important. And don’t be afraid to use plenty of bullet points listing features and value.
- Screenshots: Going back to visual stimulating content, your app screenshots should highlight the most important or exciting screens of your app. Be sure to add text to your screenshots as well to help users understand what they are looking at.
There are a number of other app store optimization tactics you can utilize to improve your app store visibility. The above serve as a few of the most crucial. Once ASO is achieved, it is time to move on to other valuable areas of your mobile app marketing plan.
Create an App Landing Page
If you have a developer website or app publishing site, creating a landing page for your app should be a top marketing strategy. App landing pages don’t need to be too robust. In fact, keeping it simple is ideal.
A few landing page essential are:
- The main purpose of your application in the above the fold content in an H1 tag and paragraph tag
- Concise sections highlighting the main features and benefits
- Plenty of CTA buttons leading visitors to your app store pages.
- QR code for easier user downloading
- Testimonials of users
- Videos and images compelling users to download
The main aims for your landing page is to rank in Google organic search for more keywords and highlight the value and benefits of your mobile application in more depth.
Make Your App Highly Social
Social media is a very powerful marketing tool for app developers and publishers. You should create all the necessary social accounts for your mobile application, like Facebook, Twitter, YouTube, Pinterest (depending on your demographic), and Instagram.
The key to social media marketing is to have users engage with your social posts and videos. Yes, videos. Videos are more important than ever when it comes to social media marketing. Users want to be entertained while receiving information, so give them what they want.
Set up Facebook ads that can be scaled accordingly to create engagement and a buzz around your app. You can utilize Facebook Live ads of people using your app. This is a mobile app marketing plan essential for gaming apps.
Be sure to have your social posts drive users to your app store pages. You should also add social icons to your landing page and any other marketing asset you use moving forward to increase those valuable conversion touchpoints, like in email marketing.
Really? Email Marketing for Apps?
Email marketing is not only for businesses and brands looking to maximize B2B or B2C conversions. You can easily use email in your mobile app marketing plan to increase your downloads.
In fact, email marketing has one of the highest ROIs . . .
According to one McKinsey study, you will net 40 times more customers using email marketing tactics, compared with Facebook and Twitter.
Your emails should highlight value and benefits in a very clear non-intrusive way. The main aim is to make your emails personalized. If you generated some feedback from different demographics, like women between 30 and 40 years old, you will use that data to personalize your emails.
MailChimp is an automated email marketing tool that lets you launch campaigns and delivers open rate and interaction metrics useful for remarketing. No emails to market to? No worries. You can generate leads using Facebook ads and SumoMe to build up your email list.
Leverage Influencers in Your Industry
Influencer marketing should be part of any mobile app marketing plan. Influencers can make your mobile application a success just by talking about it. They have a built-in audience base that hangs on every recommendation they make.
In fact, research has found influencer marketing to have an 11x ROI. This of course varies by industry, but is definitely a call to action for app publishers and developers.
Influencer marketing tactics include:
- Build a relationship with your influencer. Influencers get hundreds of pitch emails a day. Start by commenting on his or her latest blogs, videos, or social posts. This familiarizes them with you and will increase the chance your outreach email will be opened and read. After a bit of courting, you can send a pitch email with your app for them to check out.
- Make sure your influencer is relevant to your app. You definitely don’t want a gaming influencer recommending your health app. It simply doesn’t work and your investment will be wasted.
- Collaborate with your influencer. You want to keep the lines of communication open with your influencer to ensure your marketing message is clear and that they are delivering it to their audience the right way.
It’s Your Turn . . .
There are a number of ways to market your mobile application. From ASO to influencer collaboration, the key is to make your app as discoverable and accessible as possible across multiple online channels. What is your mobile app marketing plan?