Fully understand the process of an application on the app store; try to understand the detailed information of each application from the perspective of machine learning, the interpretation and information sorting of each element. Familiarity with the way that machine learning processes relevant information is essential to formulating an overall promotion strategy. Our technical team is committed to the testing and verification of relevant rules, and has summarized some reusable application marketing strategies from thousands of successful cases to help our users quickly achieve their promotion goals.
Preparation for marketing
To do good marketing, you need to do some homework first. Use online tools and analysis report on some platforms to find answers to the following questions:
Who is the target audience of your app? Who are you talking to on the search platform?
What needs of users does your product or application solve?
Why should they choose you? What is your exclusive advantage?
How do your competitors attract the same audience?
According to reports, there are more than 1,000 applications launched on the App Store every day. Competition in all industries is very fierce. You also need to understand your main competitors in-depth when formulating an overall strategy. Compare your own advantages, do the user positioning and their demand mining, and do the corresponding research in the early stage of promotion. And your promotion direction and strategy will be clearer after you finished these works.
According to your user profile, to filter your resources by segmenting audience characteristics, mobile preferences and vertical industries with your application, so that your application marketing can achieve the best results.
9 reusable application marketing strategies and how to proceed
1. The login page and blog of your app
Having a landing page is an important mobile marketing strategy that allows users to learn more about your application on the mobile web and desktop. This is a cost-effective method in which SEO can be used to attract new users. When setting the landing page for an application, it is important to provide a visualization that the user can see after installation. Your landing page should contain links to apps in the App Store and Google Play Store, and have a clear call to action. Your application vertical will dictate other requirements, such as game trailers for mobile games. However, it is important to display user reviews and included screenshots of the app's user experience.
You will also want to keep your blog updated on your website. This is another way you can use SEO to find new users and reach your target audience. Your blog needs to be shared strategically across social media channels, using analytics to discover the types of content that are most beneficial to your overall strategy.
For examples of attracting blogs through mobile apps, you can look at the marketing stories of The Buzz and MyFitnessPal. You can also develop a guest message strategy and contribute to other blogs to get the best results.
2. App store optimization(ASO)
Application Store Optimization is the process of increasing the visibility of apps in the App Store and Google Play Store. This is critical to your user journey, because even if your campaign leads a large number of potential users to the App Store, your app still needs to look good to complete the installation. ASO can also attract organic users for free.
Just like SEO, ASO requires you to identify and use keywords to help your app rank higher in the App Store. You must also include screenshots of your application and videos used within the application. You can also take advantage of secondary app categories so that users have multiple ways to find your app. If possible, you should also localize your app story entries. Read our e-book dedicated to helping you rank high in the App Store for a complete guide on ASO.
3. Social media marketing
As an app marketer, you can’t miss social media events. By 2020, users will spend one hour and 22 minutes on social networks every day. It is wise to post and use it regularly on your social media channels, not just to increase your awareness of the product. For example, social media is a great way to build a community and get feedback from users who will not be motivated to contact you within the app or through your website.
The content of your social media channels can include blog entries, contests, discussion topics, and user-generated content. It depends on the vertical industry of the application. You can find the way through market research,but the right channel is especially useful for applications with social elements such as fitness and games. You can also integrate social media into your application and enable users to easily share content in your application on their social media channels.
4. Influential marketing
90% of shoppers said that authenticity is an important part of their decision to support the brand. Influencer marketing is the use of influencers to attract new users and promote your brand. In recent years, this application marketing strategy has swept the entire industry, and this year the influencer marketing budget has increased by 65%.
Influencers can achieve your marketing goals in many ways. You can give influential "gifts" to share with your audience, or you can pay for products. The advantage of paid advertising is that you will have more creative control, and only providing products to the right influencers is a cost-effective way to attract audiences.
Vertical industries such as fashion applications will have unique ways of working with influencers. For example, influential people can use your app to create a lookbook, and then can use the feature in your app and share them on their social media channels. This is a great way to introduce users to your app’s features and install them for their unique reasons based on their interest in influencers.
5. Paid user acquisition activities
Paid user acquisition is the practice of attracting new users to your application through paid advertising. This strategy requires you to set up your campaign and adjust your ad spend over time to achieve the best results. It’s important to understand the users you want to attract and the in-app actions you want them to complete.
When analyzing the success of marketing campaigns and adjusting spending to get better results in the future, you will have to observe the data and discover trends in customer behavior. Attribution providers will help you evaluate these results by tracking the number of users performing each action. You will then receive a report showing the best-performing channel. If you have multiple apps, you can cross-promote apps to play the role of publisher and advertiser.
6. Set your KPIs
The success of an application marketing strategy is closely related to KPIs. Key performance indicators (KPIs) are used to measure the performance of an application. It is the most important activity for the target and a factor of in-app activity. Using these KPIs to evaluate performance can clearly understand where your application performs well and where it needs improvement.
The important KPIs you should know include the number of active users, daily, weekly and monthly (DAU, WAU, MAU), cost per acquisition (CPA), cost per install (CPI) and cost per million (CPM) . You should also consider click-through rate (CTR), conversion rate, retention rate and customer churn rate. To understand KPIs and how they should be monitored, please read our "Basic Knowledge" e-book.
7. Keep exercise
Your retention rate is the percentage of users who are still active after a period of time. Our research revealed the average retention rate on day 1 (26%), day 7 (11%), day 21 (7%) and day 30 (6%), but the retention rate may vary depending on the application vertical. The industry is very different. The same research shows why advertisers run retargeting campaigns in the first week after installation.
App marketers can focus on retention to improve LTV (lifetime value) and advertising return on investment. The goal is to identify where users usually churn and keep them until this happens. By retaining longer users, you will get more engagement and revenue from users who have already installed the app.
The retention rate can also highlight areas where your application needs improvement. For example, if you find that the retention rate on day 1 is unusually low, it may be a log-in issue or other issues with the onboarding experience. To learn more about retention activities, please read the Tuning Guide for basic retention strategies. This includes KPIs you need to measure, events to track, and other best practices.
Creating a mailing list is a great way to update users regularly and send out promotional offers. This app marketing strategy can help you increase retention and generate revenue. According to cloud marketing software provider Emarsys, email marketing is the main driver of customer retention for small and medium businesses: 81% of users rely on email for user acquisition, while 80% use email marketing for retention.
A significant advantage of email marketing is that it is an opt-in marketing channel. This means that only those who have expressed interest will have access to your marketing content. Email marketing is also a great way to provide unique benefits to the most loyal users.
Your CTA (call to action) is essential for email marketing campaigns: According to the hardware website Toast, a call to action increased the number of clicks on email campaigns by 371%. It’s also important to personalize your email for best results. Hub spot found that personalized CTA is better than basic CTA by 202%.
9. Prepare a media strategy for your application
Contacting the media at the right time is a smart way to improve your understanding of the application and get free showcase opportunities. Dig co-founders Leigh Isaacson and Casey Isaacson detailed in their Mobile Spree talk how app marketers can take advantage of media interest.
Leigh Isaacson, CEO of Dig, relied on her experience as an investigative reporter to explain that local news sources "have a lot of connections and your story will soon become popular." However, it is also important to avoid marketing business to reporters and instead focus on the newsworthiness of your mobile application.
To gain more insights on app marketing strategies, we have provided you with a guide to help you learn all about UA management when you join a new startup. You may also be interested in understanding why an attribution provider is needed.