So you've created the next game-changing app? On point. All that remains now is to get it into the hands of the people. However, with over 5 million apps available on the App Store and Google Play, this is no easy task.

It’s a good time to reevaluate your app marketing strategy and find an app marketing boost for the last part of 2022. Here are 10 app marketing strategy tips for kickstarting growth without breaking the bank. Even in a downturn.

Let's put some creative fuel in your growth stack and get your installs going.

1. Organize an in-app event

By hosting an in-app event on iOS, you can make Apple your user acquisition partner. Perhaps it's a competition. Perhaps it'll be a virtual get-together. Perhaps it's a debate. Maybe it'll be a meet-the-Allstars event. Whatever you do, make something cool.

Then, thanks to the magic of iOS in-app events, Apple will display your event in three places:

● Your app's app listing page
● App Store search results for relevant queries
● Editorially curated App Store selections on the Today, Games, and Apps tabs

The hope is that increased visibility will result in new user acquisition. Advantages include increased user engagement, more excitement for you, with something cool happening in your app, and social noise with possible virality.

Related reading:
App Monetization Strategy: How To Win Your App Business with In-App Bidding in 2022

2. Compile app ratings and reviews by country

As you may be aware, Android now includes country-specific ratings and reviews. It's no longer just one big bucket. Decide which countries you want to focus on, and put some effort into responding to existing reviews and soliciting new ones where you need better ratings or newer reviews.

A small amount of effort can result in a significant increase in ratings, which will help with both search ranking and social proof for conversions from views to installs.

3. Direct a segmented campaign to a custom product page.

You are aware that Apple allows for customized product pages. You are aware that Google allows up to 50 custom store listings. You just haven't gotten around to using them yet.

Create a unique ad/social/content campaign for each one and direct the ads to the appropriate app listing page. Feed the successful campaigns, starve the unsuccessful ones, and evolve the promising ones.

(Bonus points and a gold star if you can integrate a custom in-app onboarding flow with the ads and the app listing page.)

And there you have it: you're fine-tuning your segmentation strategy, which the product team may like, you're growing your app with people who need or want what you've got, and you've increased retention with higher engagement.



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4. Model data you can't get

You can model missing data using smart AI and data science, as well as privacy-safe first-party data, to gain a much better understanding of what's going on in your app. It's called SKAN Advanced Analytics, and it's currently available.

5. Make your marketing strategy stand out

Why do 99% of car advertisements fail? Because they all look the same: roads, landscapes, vistas, red cars, and happy people doing things that most worker bees like us only get to do once in a lifetime.

Examine the advertisements that your top competitors run. Look for patterns. Consider that humans are pattern-recognition machines, and once we recognize them and realize they are safe, we begin to tune them out. Yes, it is possible to advertise in such a way that it promotes ad blindness.

Break the mold and defeat ad blindness by creating new patterns and differentiating your marketing.

6. Farming, instead of hunting.

We're all familiar with the mobile's massive leaky bucket problem. We're pouring in users by the thousands at the top, and they're pouring out the bottom like sand through our fingers.

Don't just keep pouring money into acquisition.

Set a monthly goal of increasing retention by 1%. (Perhaps that is too low for you.) Perhaps that is excessive. Set a goal and keep track of your progress.)

Then connect the dots: why do people leave? What do those who don't have in common? Keep an eye out for different demographics, segments, or behavioral patterns, and use this information to improve onboarding. Improve the initial app experience. Create sequences for users to level up in your app.

7. People do not buy what they do not understand.

Look, performance marketing is great, but now and then, you just have to do some branding.
As you are well aware, the typical marketing funnel is as follows:
● Awareness
● Consideration
● Conversion
● Customer Relationship
● Retention
The majority of mobile games skip straight to step 3, CONVERSION. It's the marketing equivalent of expecting a triple on the first date, selling a house with one email or winning the lottery with one ticket.

If they don't know anything about your app, try some low-cost brand marketing. You want real ads that appear for real people, but you're not looking to close the deal. You simply want people to see your name, colors, and logo in a relevant context... even if it is subliminally.

Make it unique/interesting/awesome, and make it memorable.

Then, combine it with performance, and compare the lift your performance ads receive when served to a warmed-up audience versus when served cold.



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8. 1000X your creatives

Creative is one of your last levers for boosting app growth, according to mobile marketing influencers. You've heard it a hundred times. So, how are you going to handle it... Have you exhausted your designers and writers?

Nope.

Delegate creativity to the machine. You need that human spark but talk to any of 10 different vendors who will take your app marketing ingredients and bake about 25 million different cakes (err, mobile ads) with them. AI is a beast: use it to your advantage.

9. Pause your ads before launching a new campaign.

The point is that just as good speakers know how to vary volume, pitch, and intensity to keep people's attention, good marketers know that a constant drone of advertising gets tuned out as it fades into the background.

Don't be that company. Don't be that application.

Sometimes pausing your marketing efforts is necessary to increase your marketing impact. Take a long, deep breath. After a week or two, restart. Then you can stand out from the walls, screens, and other ads, increasing clickthrough, and conversion. (It's also a good incrementality check.)

10. Improve app engagement with rewarded ads in your app.

You can't buy love, but you can spend money to increase app engagement and thus retention. Here's how it's done:

● People are confused about how to use your app.
● In fact, it's almost certain that they could do something cool if they only knew what it was.
● Share a tutorial with them, but do it uniquely.
● Make it look like a rewarded ad, so they get something for checking it out.
● Check out this tip to get gems/power-ups/discounts/etc.

Related reading: 
Latest Trends For App Marketers: How to Monetize Your Apps?

It is essentially a rewarded ad in your app, for your app. Watching it educates your users/players/customers about how to use your app and shows them cool things they can do with the app they already have. That might just prevent app abandonment, but it's also likely to increase engagement with more features and areas of your app, as well as retention.