3 Must-Try Mobile App Marketing Strategies
There are multiple marketing techniques you can use to achieve business growth. And yes, you can pick and choose your app marketing strategies. However, it’s best to take a multi-tack approach to realize desired results in marketing.
In other words, in mobile app marketing, you must implement several strategies simultaneously to accomplish your business goals. If you don’t know what these are, register for growth marketing training.
You need to master marketing to grow your business.
How will people find out your app is the GOAT (i.e., that’s “greatest of all time” for non-Gen Z readers) if they don’t even know it exists? Therefore, the first order of business is to help people discover and use your app; thus the need for app marketing.
Aside from enrolling in an app marketing course online, you can start with the following must-try methods that are essential to any app marketing plan.
1. App Store Optimization
One of the best venues for marketing your app is the app store. That includes the Google Play Store and the Apple App Store — the two largest app stores today, with a combined inventory of approximately 5.15 million apps.
It’s basic. The app store is where people with a specific need look for an app that solves it. Simply put, you can’t find users more motivated to download and install mobile apps than those on app stores.
You want your app to be visible on app stores, and to accomplish that, you use app store optimization. This pertains to optimizing your app listing, so the app store ranks it higher in app store search results. This is why app store optimization is often likened to search engine optimization.
Optimizing your app store listing will not only increase your app’s visibility to the people on the app store. It should improve your download and conversion rates, too.
As mentioned earlier, people on app stores are already looking for apps. If, through optimization, your app description becomes enticing enough, you can convince more people to install your app.
Moreover, if you optimize your listing so it appeals only to the users who will find your app useful instead of anyone who has a passing fancy for an app like yours, you can improve your engagement and retention rates and, consequently, your app revenue.
So, how do you optimize your app store listing?
Research Your Keywords
Research which keywords your target users are using to search for an app like yours and use it to optimize your app store listing.
The Apple App Store has a keywords field where you will need to include your primary terms. In the Google Play Store, you must use these keywords creatively when creating the different components of your app store listing.
Optimize the Individual Components of Your App Store Listing
In the Apple App Store, you must optimize your app name, app subtitle, app uniform resource locator (URL), and the keywords field. Use your primary keyword in the app name and URL and your other main term/s in the subtitle. You should also be deliberate about the keywords you include in the keywords field.
In the Google Play Store, you must include your primary keyword in the app title, your other main terms in the short description, and your primary and supporting keywords in the long description.
Note that both platforms use the number of installs, reviews and ratings, in-app purchases, and app updates as key performance indicators of an app’s value to its users. These factors positively influence your rankings on app stores. In the Apple App Store, in particular, in-app purchases are a significant ranking factor because they are one of the platform’s primary sources of revenue.
Thus, the greater your app downloads, the greater your in-app purchases, the more frequent and recent your app updates, the more reviews you have, and the higher your ratings, the better your app store ranking.
2. Social Media Marketing
Utilize social media to market your app. Just be mindful of your target audience; concentrate only on the social media platform where your market is present. If your users are not on TikTok, you don’t need to market on TikTok.
How do you market your app on social media?
You can launch a promotion and market it extensively on Facebook, Instagram, TikTok, or whichever social media platform has your target users. To ensure that your campaign will take off, provide an incentive so attractive or valuable that your target users can’t help but download your app, install it, and tell others to do the same.
In marketing parlance, this is what is known as a viral loop. It helps you exponentially increase your app downloads because users keep referring you to others in their network.
Uber is one company that used viral loops successfully. It enticed new users by offering free ride credits, and it kept the referrals coming by giving users free credits for every referral that signed up and used the ride-hailing app.
You can also use social media advertising to accelerate your marketing momentum. Advertise your viral loop or referral incentive program.
You can be even more creative. Use your social media accounts to personalize your interactions and make your app more engaging to your target users.
You can answer your app users’ comments and interact with them on their relevant posts. LinkedIn is a brand that does this successfully, actively commenting on LinkedIn posts and comments.
Other brands that use humor and wit (not quite apps, but good role models, nonetheless) are Wendy’s and Chipotle. In particular, Wendy’s has a cult following on Twitter because of its favorite pastime: roasting McDonald’s.
3. Push Notifications
Push notifications refer to the messages sent by an app, through a push notification service, to its users.
Mobile apps can use this to notify users about their promotions or provide critical updates.
A food delivery app often tells users about available discount vouchers or specific restaurant discounts through push notifications, while a novel-reading app can use them to send updates on new chapters.
According to e-goi, push notifications have a 90% deliverability rate. Additionally, they have a 50% higher open rate and a 700% click rate compared to email. They are, therefore, one of the most effective methods to actively engage your app users.
Use App Marketing for Business Growth
Market your app if you want users to find and continue using it.
App store optimization, social media marketing, and push notifications are three essential marketing methods you can use to market and grow your app.
These do not make an exhaustive list, however, and you can learn more by enrolling in online marketing courses, particularly those tailored for app marketing.
Jinky Elizan is a content writer for SEO Sherpa. She has more than 15 years of experience in producing content for SEO, inbound marketing and link building as well as in creating copy for web pages and social media. She also develops WordPress websites.